This year has given Spain’s Eguren family more reasons than ever to celebrate choosing to move into the food and drink business.
Its Joselito hams and Sierra Cantabria wines have been honoured at the first ever Gastronomic Excellence awards in New York.
The recognition caps a journey that began back in 2008 when José Gómez, fifth generation of the family that created the renowned Joselito brand, started ‘maturing its vintage’ version of ham.
Already present in 56 countries across Europe, Asia and Latin America, thejamón ibérico de bellota has been slowly introduced in the United States in its sliced and vacuum-packed version, andcan be found in high-end supermarkets.
It is also beginning to appear in whole pieces that are sliced at the time of consumption by a cutter hired for parties and high-level events.
Decades of good wine from Sierra Cantabria and concerns about tariffs
Sierra Cantabria wines have been marketed in the United States for almost six decades under the Rioja and Toro appellations. Its managers, Marcos and Mikel Eguren, fourth and fifth generation of the founders, emphasised the demands of a market like the US where competition is constant with wines from all over the world.
The winery spent much of its efforts this year implementing measures against Donald Trump’s trade tariffs, such as boosting sales during the first two quarters and encouraging its customers to stockpile bottles.
But perhaps of greater concern for the firm long-term is that fact that younger generations are drinking alcohol a lot less and in smaller quantities compared to previous generations, which is leading to a drop in sales in the US and worldwide.