A STORY IN constant evolution
A STORY IN
constant evolution
Since Mr. Hilario de la Mata founded the distribution company we now know as Varma in 1942, many things have changed, but one thing has remained constant: our essence. Over the years, we have grown, adapted to new times, and incorporated innovative brands and sectors. However, we have never lost sight of the values that have guided us from the beginning: our passion for what we do and our commitment to quality.
The 40's
The origins of a great story
Mr. Hilario de la Mata, Marqués de Vargas, founded the distribution company Hilario de la Mata Representaciones S.L. , which began its operations in Spain’s capital, Madrid, by distributing the renowned Rioja winery Franco Española S.A.
The 50's
The first great achievement within the sector
The prestige achieved among the most exclusive hospitality venues in the capital attracted national producers such as Cavas Castellblanch and the Jerez winery Bobadilla. The introduction of Brandy 103 marked Mr. Hilario’s first major success.
The 60's
Opening to the international market
Taking advantage of a period in which Spain is becoming more globalized and open internationally, an impressive portfolio of imported brands was completed: Four Roses Bourbon, Rémy Martin, Drambuie, Mumm Cordon Rouge, and Dewar’s White Label.
The 60's
As a result of combining the noble title ‘Vargas’ with the surname ‘Mata,’ the distribution company Hilario de la Mata Representaciones S.L. was renamed Varma S.A.
The 70's
Growth and Expansion
The Viña Salceda winery was acquired, and the portfolio of distributed brands continued to expand: Gin MG, Ron Bacardi, Diego Zamora…
The 70's
After the death of Mr. Hilario, the second generation of the De La Mata family took over the management of the family business, Varma.
1986
Adaptation to new markets and challenges
Spain joined the European Union, and Varma adapted to this market shift by restructuring to create a modern marketing department and strengthening its sales and trade marketing divisions.
The 90's
Diversification and the creation of Varma
Amid a diversification process, the Varma was born: Alimentación Varma was founded, and the Marqués de Vargas wineries were established in Rioja.
The 2000's
Incorporation of Major Brands
This period marked significant growth due to the acquisition of stakes in Ron Barceló and Pazo de Valdomiño, the establishment of the Conde de San Cristóbal wineries, and the purchase of the Pazo de San Mauro winery. Meanwhile, the group’s companies continued to expand their portfolio with prestigious international brands: Cutty Sark, Glenfiddich, Hendrick’s, Jack Daniel’s, Disaronno, Moskovskaya, and Stolichnaya.
The 2000's
Innovation for the future
Varma Alimentación diversifies by creating the ‘personal care’ category and establishes a strategic global agreement with P&G.
The 2000's
Maison Bollinger and Champagne Ayala choose Varma for their distribution in the Spanish market.
The 2000's
Agreement with the North American group Combe to market Just for Men, Algasiv, and Vagisil in Spain.
The 2000's
Strategic growth and new horizons
In line with its unwavering commitment to innovation, Varma introduces Malavita, a new reinterpretation of Italian almond liqueur. Featuring a classic, 100% artisanal formula, it embodies a more modern and nonconformist essence.
The 2000's
A generational shift takes place in the company’s leadership as the third generation takes over the strategic direction.
The 2000's
A strategic alliance is formed with Destilerías Santa Cruz for the national and international distribution of the first premium gin originated in Canary Islands, Macaronesian Gin. Meanwhile, Varma Alimentación enters the functional beverage market with the distribution of Prime Hydration in Spain.