{"id":5884,"date":"2025-03-24T13:41:38","date_gmt":"2025-03-24T13:41:38","guid":{"rendered":"https:\/\/ecoeurekas31.sg-host.com\/historia\/"},"modified":"2025-07-03T11:39:07","modified_gmt":"2025-07-03T11:39:07","slug":"history","status":"publish","type":"page","link":"https:\/\/varma.com\/en\/history\/","title":{"rendered":"History"},"content":{"rendered":"\t\t
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A STORY IN constant evolution<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A STORY IN
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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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t1942
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\n\t\t\t\t\t\t\t\t\t The 50’s
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\n\t\t\t\t\t\t\t\t\t The 60’s\n
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\n\t\t\t\t\t\t\t\t\t1969\n
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\n\t\t\t\t\t\t\t\t\tThe 70’s\n
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t1976
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t1986
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe 90’s
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe 2000’s
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\n\t\t\t\t\t\t\t\t\t2010
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\n\t\t\t\t\t\t\t\t\t2014\n
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\n\t\t\t\t\t\t\t\t\t2016
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t2020
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t2021
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\n\t\t\t\t\t\t\t\t\t2023
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t1942<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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The 40's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The origins of a great story<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Mr. Hilario de la Mata, Marqu\u00e9s 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 Espa\u00f1ola S.A.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 50's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The first great achievement within the sector<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\tThe 50's<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\tThe 60's<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The 60's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Opening to the international market<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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, R\u00e9my Martin, Drambuie, Mumm Cordon Rouge, and Dewar’s White Label.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 60's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t1969<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tThe 70's<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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The 70's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Growth and Expansion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Vi\u00f1a Salceda winery was acquired, and the portfolio of distributed brands continued to expand: Gin MG, Ron Bacardi, Diego Zamora\u2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 70's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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After the death of Mr. Hilario, the second generation of the De La Mata family took over the management of the family business, Varma.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t1976<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tThe 80's<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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1986<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Adaptation to new markets and challenges<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 90's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Diversification and the creation of Varma<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Amid a diversification process, the Varma was born: Alimentaci\u00f3n Varma was founded, and the Marqu\u00e9s de Vargas wineries were established in Rioja.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tThe 90's<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tThe 2000's<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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The 2000's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Incorporation of Major Brands<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This period marked significant growth due to the acquisition of stakes in Ron Barcel\u00f3 and Pazo de Valdomi\u00f1o, the establishment of the Conde de San Crist\u00f3bal wineries, and the purchase of the Pazo de San Mauro winery. Meanwhile, the group\u2019s companies continued to expand their portfolio with prestigious international brands: Cutty Sark, Glenfiddich, Hendrick’s, Jack Daniel’s, Disaronno, Moskovskaya, and Stolichnaya.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 2000's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Innovation for the future<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Varma Alimentaci\u00f3n diversifies by creating the ‘personal care’ category and establishes a strategic global agreement with P&G.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t2010<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t2014<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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The 2000's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Maison Bollinger and Champagne Ayala choose Varma for their distribution in the Spanish market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 2000's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Agreement with the North American group Combe to market Just for Men, Algasiv, and Vagisil in Spain.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t2016<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t2020<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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The 2000's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Strategic growth and new horizons<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 2000's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A generational shift takes place in the company’s leadership as the third generation takes over the strategic direction.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t2021<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t2023<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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The 2000's<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A strategic alliance is formed with Destiler\u00edas Santa Cruz for the national and international distribution of the first premium gin originated in Canary Islands, Macaronesian Gin. Meanwhile, Varma Alimentaci\u00f3n enters the functional beverage market with the distribution of Prime Hydration in Spain.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

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. 1942 \u25cf The 50’s\u25cf The 60’s \u25cf 1969 \u25cf The 70’s \u25cf 1976 \u25cf 1986 \u25cf The 90’s\u25cf The 2000’s\u25cf 2010 \u25cf 2014 \u25cf 2016 \u25cf 2020 \u25cf 2021 \u25cf 2023 \u25cf 1942 \u25cf The 50’s\u25cf The 60’s \u25cf 1969 \u25cf The 70’s \u25cf 1976 \u25cf 1986 \u25cf The 90’s\u25cf The 2000’s\u25cf 2010 \u25cf 2014 \u25cf 2016 \u25cf 2020 \u25cf 2021 \u25cf 2023 \u25cf 1942 The 40’s The origins of a great story Mr. Hilario de la Mata, Marqu\u00e9s 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 Espa\u00f1ola 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 50’s The 60’s 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, R\u00e9my 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. 1969 The 70’s The 70’s Growth and Expansion The Vi\u00f1a Salceda winery was acquired, and the portfolio of distributed brands continued to expand: Gin MG, Ron Bacardi, Diego Zamora\u2026 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. 1976 The 80’s 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: Alimentaci\u00f3n Varma was founded, and the Marqu\u00e9s de Vargas wineries were established in Rioja. The 90’s The 2000’s The 2000’s Incorporation of Major Brands This period marked significant growth due to the acquisition of stakes in Ron Barcel\u00f3 and Pazo de Valdomi\u00f1o, the establishment of the Conde de San Crist\u00f3bal wineries, and the purchase of the Pazo de San Mauro winery. Meanwhile, the group\u2019s 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 Alimentaci\u00f3n diversifies by creating the ‘personal care’ category and establishes a strategic global agreement with P&G. 2010 2014 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. 2016 2020 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. 2021 2023 The 2000’s A strategic alliance is formed with Destiler\u00edas Santa Cruz for the national and international distribution of the first premium gin originated in Canary Islands, Macaronesian Gin. Meanwhile, Varma Alimentaci\u00f3n enters the functional beverage market with the distribution of Prime Hydration in Spain.<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-5884","page","type-page","status-publish"],"yoast_head":"\nHistory - Varma<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/varma.com\/historia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"History - Varma\" \/>\n<meta property=\"og:description\" content=\"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. 1942 \u25cf The 50’s\u25cf The 60’s \u25cf 1969 \u25cf The 70’s \u25cf 1976 \u25cf 1986 \u25cf The 90’s\u25cf The 2000’s\u25cf 2010 \u25cf 2014 \u25cf 2016 \u25cf 2020 \u25cf 2021 \u25cf 2023 \u25cf 1942 \u25cf The 50’s\u25cf The 60’s \u25cf 1969 \u25cf The 70’s \u25cf 1976 \u25cf 1986 \u25cf The 90’s\u25cf The 2000’s\u25cf 2010 \u25cf 2014 \u25cf 2016 \u25cf 2020 \u25cf 2021 \u25cf 2023 \u25cf 1942 The 40’s The origins of a great story Mr. Hilario de la Mata, Marqu\u00e9s 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 Espa\u00f1ola 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 50’s The 60’s 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, R\u00e9my 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. 1969 The 70’s The 70’s Growth and Expansion The Vi\u00f1a Salceda winery was acquired, and the portfolio of distributed brands continued to expand: Gin MG, Ron Bacardi, Diego Zamora\u2026 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. 1976 The 80’s 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: Alimentaci\u00f3n Varma was founded, and the Marqu\u00e9s de Vargas wineries were established in Rioja. The 90’s The 2000’s The 2000’s Incorporation of Major Brands This period marked significant growth due to the acquisition of stakes in Ron Barcel\u00f3 and Pazo de Valdomi\u00f1o, the establishment of the Conde de San Crist\u00f3bal wineries, and the purchase of the Pazo de San Mauro winery. Meanwhile, the group\u2019s 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 Alimentaci\u00f3n diversifies by creating the ‘personal care’ category and establishes a strategic global agreement with P&G. 2010 2014 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. 2016 2020 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. 2021 2023 The 2000’s A strategic alliance is formed with Destiler\u00edas Santa Cruz for the national and international distribution of the first premium gin originated in Canary Islands, Macaronesian Gin. Meanwhile, Varma Alimentaci\u00f3n enters the functional beverage market with the distribution of Prime Hydration in Spain.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/varma.com\/historia\/\" \/>\n<meta property=\"og:site_name\" content=\"Varma\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-03T11:39:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/varma.com\/wp-content\/uploads\/2025\/03\/1942-foto.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/varma.com\\\/historia\\\/\",\"url\":\"https:\\\/\\\/varma.com\\\/historia\\\/\",\"name\":\"History - Varma\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/varma.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/varma.com\\\/historia\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/varma.com\\\/historia\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/varma.com\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/1942-foto.jpg\",\"datePublished\":\"2025-03-24T13:41:38+00:00\",\"dateModified\":\"2025-07-03T11:39:07+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/varma.com\\\/historia\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/varma.com\\\/historia\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/varma.com\\\/historia\\\/#primaryimage\",\"url\":\"https:\\\/\\\/varma.com\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/1942-foto.jpg\",\"contentUrl\":\"https:\\\/\\\/varma.com\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/1942-foto.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/varma.com\\\/historia\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/varma.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"History\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/varma.com\\\/#website\",\"url\":\"https:\\\/\\\/varma.com\\\/\",\"name\":\"Varma\",\"description\":\"Compa\u00f1\u00eda espa\u00f1ola l\u00edder en la distribuci\u00f3n de espirituosos, vinos, alimentaci\u00f3n y personal care.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/varma.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"History - Varma","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/varma.com\/historia\/","og_locale":"en_US","og_type":"article","og_title":"History - Varma","og_description":"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. 1942 \u25cf The 50’s\u25cf The 60’s \u25cf 1969 \u25cf The 70’s \u25cf 1976 \u25cf 1986 \u25cf The 90’s\u25cf The 2000’s\u25cf 2010 \u25cf 2014 \u25cf 2016 \u25cf 2020 \u25cf 2021 \u25cf 2023 \u25cf 1942 \u25cf The 50’s\u25cf The 60’s \u25cf 1969 \u25cf The 70’s \u25cf 1976 \u25cf 1986 \u25cf The 90’s\u25cf The 2000’s\u25cf 2010 \u25cf 2014 \u25cf 2016 \u25cf 2020 \u25cf 2021 \u25cf 2023 \u25cf 1942 The 40’s The origins of a great story Mr. Hilario de la Mata, Marqu\u00e9s 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 Espa\u00f1ola 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 50’s The 60’s 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, R\u00e9my Martin, Drambuie, Mumm Cordon Rouge, and Dewar’s White Label. 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The 2000’s Agreement with the North American group Combe to market Just for Men, Algasiv, and Vagisil in Spain. 2016 2020 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. 2021 2023 The 2000’s A strategic alliance is formed with Destiler\u00edas Santa Cruz for the national and international distribution of the first premium gin originated in Canary Islands, Macaronesian Gin. 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