If you’ve ever driven through Spain, chances are (95 of them actually), you’ll have seen a big, black bull icon on top of a hill.

That is the Osborne Torro - the iconic brand mark of a fantastic business in the Sherry Triangle.

Fortunately for us, it’s only an hour from home, so last week, we had the pleasure of visiting their bodega in El Puerto de Santa María. And as a brand man, I was completely sold.

For a famous Spanish sherry house, you’d be forgiven for thinking its origins are rooted in Andalucía. Yes and no…

Osborne was, in fact, an Englishman who founded the business in 1772, and today the company is still in the hands of the same family eight generations later.

I’ll let you discover the whole story when you visit yourself (and you really must when you’re near Cadiz), but during our tour, here’s what I discovered about a business that genuinely understands brand (and what we could all learn from it).

1: Customer Service

From the first point of contact asking about the tour, their customer service team were on the case. Replying to all of Jules’ emails by return, they couldn’t have been more helpful, and consequently, we booked with them and not the bodega down the road.

Sadly, this is lacking in so many businesses today. Yes, yes, I know things are lean and ‘you can’t get the staff’ - but if you’re ignoring your customer service, your competitors who do it better will look after your customers for you.

2: Experience

As you step through the enormous front doors, you can already feel the ambience and history in the beautifully kept courtyard. First impressions last, so you’d better make it a good one.

Our guide, Laura, was a delight, and by the end of the tour, which was one of the best I’ve had, we felt like we’d known her for ages. She left us tasting five different Sherry’s, telling us that she was around for anything else we needed.

The experience was so good, Jules and I wanted to go around again (and that wasn’t just the Sherry talking), but we’re saving it for another trip in October.

3: Product

Everything at Osborne is quality, from the premises to the cellars, to their Sherry and merchandise; it’s all spot on.

You see, a product isn’t just the thing you sell; it’s how it makes the customer feel.

Based on that, you’d expect everything to be eye-wateringly expensive, which brings me to point 4…

4: Value

The tour was only €18, including the tasting. I thought they’d made a mistake with the price, but Laura assured us the drinks were included.

And when you’re all warm and mellow, you walk through the Osborne shop to find their range of goodies. And this isn’t just some tat souvenir shop; everything from the Sherry to the clothing is top quality and reasonably priced.

Conclusion

Here’s the point of all this; I’m actually taking the time to write a blog about their brand. And as Jeff Bezos said, “Brand is what people say about you when you’re not in the room.”

What does your brand say about your business? Are people talking about it for all the right reasons?

Food (and drink) for thought.

Many business owners could learn a lot from the Osborne brand, and no doubt they’d enjoy the experience as well.

If you’re in the Cadiz area, look up Bodgas Osborne El Puerto de Santa Maria. You can buy me a bottle of Fino to thank me ;)

About Andy

Having worked with some of the biggest global brands, I'm fuelled by a passion for unravelling the secret of business success.

As business owners, it's our duty to orchestrate remarkable customer journeys that leave a lasting imprint.

If you need a guiding hand to elevate your brand, I’m just a simple message away.

Together, let's craft an unforgettable brand narrative for your business. 😊

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