Gonzàlez Byass CEO: ‘We are here for the long run’
“The important thing is to be adaptable and lean into new things,” the CEO of Gonzàlez Byass commented on the cyclical challenges he sees affecting the spirits industry in recent years.
Mauricio Gonzàlez-Gordon, CEO of Gonzàlez Byass, told The Spirits Business he was “quite positive” about the outlook for 2026.
He said: “We are coming out of a difficult period, which was after the pandemic. My feeling is we are now in an era where people are finding the right balance between looking after themselves and their wellbeing, while also being able to enjoy nice products. We are on the edge of finding that balance.
“We’ve had years of difficult economic challenges, but that’s something cyclical. The important thing is to be adaptable and lean into new things.
“We as an industry need to provide attractive choices to ensure there are new interesting things for people to enjoy.”
Gonzàlez-Gordon pointed to the combination of traditional products, such as the Spanish group’s brandy portfolio, and more modern offerings, such as Nomad Whiskey. Gonzàlez Byass also formed a joined venture with Emperador Group in 2025, called Casa Pedro Domecq, which invested in Los Danzantes mezcal.
“Even though we are a traditional business, we have always been very innovative,” said Gonzàlez-Gordon. “We have always been ready to take on new challenges, to launch new products, to be aware of consumers’ needs. It’s important for us to keep our brands up to date, to keep them fresh and attractive to consumers.
“We recently got into mezcal. What we really feel is attractive is the fact that mezcal remains very close to its origins, very artisanal.”
Growing the brands will be a key focus in 2026, Gonzàlez-Gordon explained.
Alongside this, the group will remain committed to its sustainability goals, the CEO assured.
Gonzàlez Byass created its People + Planet framework to outline its long-term sustainability strategy, designed to create more environmentally conscious ways of working, while supporting its employees and local communities.
“My family has been committed to sustainable conservation for over 70 years,” Gonzàlez-Gordon said. “We are committed to contributing to reducing global warming. We started with our programme, People + Planet, and we made decisions to measure and certify our initiatives to show the progress we are making.
“We are here for the long run. We want people to feel that Gonzàlez Byass is interested in their wellbeing.”
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