Golden touch: Familia Torres
Leading Spanish wine and spirits producer Familia Torres is reviving brandy for a new generation of bartenders and consumers, with innovation and sustainability at its core.
In the world of fine spirits, few names carry the same resonance as Torres. For almost 100 years, the Torres family has been crafting exceptional brandy from their home in Penedès, Catalonia, building a reputation that bridges heritage and innovation. Torres Brandy is the world’s leading exported grape brandy, according to 2024 data from IWSR.
And while the brand enjoys unmatched scale, its vision is focused on premiumisation — elevating Spanish brandy to its rightful place alongside the world’s most prestigious spirits.
Long considered one of Spain’s hidden treasures, brandy is experiencing a revival, especially in the premium price tier.
“The Spanish brandy market, particularly within the premium segment, is gradually experiencing a phase of revitalisation and growth,” says Christian Visalli, global spirits managing director at Familia Torres, which is also renowned for its fine wines.
He highlights a “trend of rediscovery among younger consumers, many of whom are engaging with Spanish brandy for the first time or after a significant time since their first contact with the category”.
The strategy of Torres’ spirits division, Juan Torres Master Distillers, is anchored in a carefully tiered portfolio that speaks to different moments of consumption. At its heart are Torres 10 and Torres 15, brandies crafted with bartenders in mind. Their versatility makes them ideal for cocktails while showcasing the depth of Spanish brandy. These products “demonstrate our commitment to quality, versatility, and innovation within the category”, adds Visalli.
High-end expressions
At the higher end, Torres 20 and the iconic Jaime I embody the brand’s craftsmanship and artistry. Aged through the solera system and presented in striking decanters, these ultra-premium brandies are “designed to satisfy a wide range of palates and showcase the depth, craftsmanship, and heritage that define Torres Brandy”, according to Visalli.
At the pinnacle of the Torres Brandy portfolio sits Reserva del Mamut 1985, an ultra-rare collector’s edition limited to just 999 bottles, each individually numbered and finished with gold detail. Made from handcrafted distillates of the Parellada grape, all from a single vintage, the spirit has spent 40 years resting in French Limousin oak casks.
This pursuit of rarity and refinement builds on a legacy that began in 1928, when second-generation family member Juan Torres Casals first created smooth, aromatic brandies matured in oak. Nearly a century later, the Torres family continues to perfect the art of distillation, honouring tradition while embracing innovation to meet the tastes of a new generation of brandy enthusiasts.
Recent innovations like Torres Alta Luz, the first cristalino brandy, and limited barrel editions reflect Torres’s drive to stay relevant. “These innovations have not only refreshed our portfolio but have also attracted new audiences and reinforced our position in established markets,” says Visalli.
He adds: “By innovating and enhancing our premium offerings, we aim to capture market share from other spirits segments and further consolidate Torres Brandy’s leadership.”
One of the most significant shifts in the spirits world is the influence of younger consumers. They are curious, adventurous, and eager to explore quality over quantity. Torres Brandy has leaned into this trend through partnerships with leading bartenders and venues. As a partner of the World’s 50 Best Bars, Torres enjoys a platform to showcase its brandy and other spirits such as pisco and vermouth in trendsetting environments. “By collaborating with leading mixologists, we ensure that our brandy is presented in ways that appeal to modern tastes and lifestyles, making it accessible and exciting for new generations,” Visalli notes.
In a bid to drive positive change across the hospitality sector, the company has hosted its annual Torres Brandy Zero Challenge since 2022. The competition invites bars, restaurants and hotels to submit their concepts for a sustainable project with the winner receiving a cash prize and support to bring their idea to life.
Now in its fourth year, the contest invites bartenders from across the world to compete in the grand final, held in Barcelona in March 2025. Visalli expects a “significant increase in the number of entries”, driven by support from previous contestants.
“This event not only celebrates the winners but also fosters collaboration and knowledge-sharing among industry leaders, experts, and visionaries. Next year’s Zero Challenge promises greater participation, heightened innovation and a truly global platform for advancing sustainability in hospitality.”
The Torres family has long been at the forefront of environmental stewardship in the wine and spirits industry. Climate change poses a direct challenge to grape cultivation, and Torres has responded with regenerative viticulture – farming practices that restore soil health, encourage biodiversity, and capture carbon.
“Our approach to climate change is holistic and forward-thinking,” Visalli adds. “We continuously invest in research, technology, and collaboration with experts to adapt our viticultural practices and production methods. This ensures that Torres Brandy remains resilient and sustainable, safeguarding our legacy for future generations.”
Torres Cooler
For those who prefer a refreshing and sophisticated cocktail, the Torres 15 Cooler is the perfect candidate. The citrussy and fruity cocktail starts off sweet but has a sharp, dry finish that can be enjoyed at length. The serve showcases the versatility of Torres 15, a brandy created for cocktail making.
Ingredients
- 50ml Torres 15
- 15ml Freshly squeezed lemon juice
- Cranberry juice
- Honey
- A slice of dried orange
Method: Fill a highball glass (Collins-style glass) with ice. Add Torres 15 and fresh lemon juice. Finish off by adding cranberry juice. Add a spoonful of honey and garnish with a slice of dried orange.
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