A brand that has accompanied generations who value authenticity—those who don’t need frills or labels to make an impression.
Veterano was one of the first brandies to win over the Spanish public.
Its unmistakable, smooth, and easy-to-enjoy flavor made it a classic that crossed generations, always present at gatherings, celebrations, and memorable after-dinner moments.
In the mid-20th century, Osborne launched a campaign to promote Veterano along Spain’s roads. That’s how the legendary black bull was born, designed by Manolo Prieto—a figure that grew in presence, size… and soul over time.
What began as an advertising initiative ended up becoming a symbol. Today, those bulls still stand proudly on hilltops, without a name. Because even though they no longer bear the word “Veterano”, the bond between the bull and the brand remains as strong as ever.
Veterano has starred in some of the most memorable campaigns in Spanish advertising. With a direct, bold, and no-frills tone, it has connected with those who aren’t easily impressed.
From classic print ads to the television spots that defined an era—featuring renowned artists such as Salvador Dalí, Elena Balduque, and Antonio Pica, among others—Veterano’s campaigns have evolved while always preserving the same message: authenticity isn’t performed, it’s lived.
Today, that spirit remains intact. Veterano has adapted to the times, yes—but always true to its essence.
MORE THAN A CENTURY LATER… WE KEEP TOASTING!
Veterano is—and will continue to be—the choice of those who don’t need to pretend to be.
Because when something is authentic, it doesn’t need an explanation. Just a good reason to raise a glass.
VIEW PRODUCTSResponsible Party
GRUPO OSBORNE S.A.
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