Of bodega, brandy and bullfight in Spain

Jerez in Spain is a fan-shaped series of rolling hills covered with shades of lighter greens and dark purple fields with 295 days of sunshine a year. Jerez, derived from the Spanish word for sherry, holds worldwide acclaim for its sherry and brandy production. There are many bodegas or wine cellars producing sherry and brandy and Bodegas Fundador in Jerez was the perfect setting to award the top distributors of Fundador Brandy.

Maxxium Philippines president and GM Joey Mendoza proudly says, “It is the first time that Fundador and Maxxium Philippines would give such a recognition to its distributors.” Top Philippine distributors (40 to be exact) were selected and were flown to Spain. Mendoza adds, “The trip was organized so that our top distributors could experience the history behind the Fundador brand. Their itinerary includes stops at the different bodegas for private tours and brandy tasting.”  

The Philippine representatives were treated to refreshing sunset cocktails at Villa Bristol upon arrival and were warmly welcomed by no less than Don Beltran Domecq, scion of the first brandy-makers of Spain, who was wearing his barong Tagalog.

On the first day, everyone was treated to their first taste of Andalusian breakfast at Castillo Macharnudo while Mr. Domecq thoroughly explained the process of planting the grapes. The delegates were then given a grand tour of the Fundador Pedro Domecq bodegas. Maxxium, together with Fundador, gave the Filipino distributors the opportunity to learn and appreciate the passion and dedication behind every drop. Manny Concio of Maxxium shares, “It was a learning experience to see how meticulous every oak barrel is arranged accordingly to aging.” Each member of the delegation was given a delightful glimpse of history with the sight of the oak barrel hall that housed barrels signed by dignitaries, royalty and world leaders from both old and contemporary history. Loloy and Odette Dejos of MyServ International fondly recounted the privilege of signing on the barrels that immortalized their visit to Fundador.

The delegates experienced the warm hospitality of Fundador with a formal dinner reception at the Domecq Palace. Built in 1773 by the Marquis of Montana, it was acquired by Juan Pedro Domecq Lembeye in 1855 and became home to the Domecq family. They were welcomed by Bodegas de Jerez general manager Angel Lebrero. The evening was highlighted by the awarding ceremony that Maxxium Philippines and Fundador prepared — a tribute to their well-deserved effort in making Fundador the top imported brandy in the Philippines. 

MyServ International Inc., headed by Cres Toledo, was awarded Distributor of the Year. The champions were welcomed to the “100 percent club” along with Crown Traders, Aries Distributors, Rodsy Marketing and Titanium Supply Chain. Of the 15 different companies represented, MyServ International Inc. and Upnorth Distribution Center Corp. were proclaimed Luzon champions. Visayas/Mindanao champions were Crown Traders, Rosskad Marketing and Romark Sales Inc.

Don Beltran Domecq recounted a story on how Fundador Brandy was discovered accidentally by Pedro Domecq. He also recalled how Dr. Alexander Fleming, discoverer of penicillin, visited Domecq in 1948 and said: “I have discovered the fungus to cure sick people, but you have another product that revives the dead.”

With Jerez being one of the flamenco capitals, everyone was treated to a flamenco performance. The delegates also had a day of touring the Carriage, Clock and Bull Museums and were fetched by beautifully attired horses and carriages for the horse dressage show that is native to Jerez. Arthur and Linda Roque of Romark Sales excitedly took pictures of the horses, each decked with bells that tinkered with every step.

From Jerez, the entire delegation was flown to Madrid to experience bullfighting. Oliver Lee of Princeton Marketing shares, “The bull arena itself is an architectural marvel to begin with. The movement of the matador was grace and skill combined. It was an adrenaline rush as the audience cheered each of the matador’s flip of the capote to lure the bull.”

Jimmy Dulla of Roskad marketing recounts, “Horses clad in metal armor, spheres wrapped in red and pink ribbons, the sounds of horns. The whole experience was straight out of a movie!” 

Leonisa Caw Li of New Solid Wines is so happy with the entire trip and says, “Despite the fact that we were not able to receive any special distinction during the awarding ceremony, I feel like a winner. I plan to continue pushing Fundador as my product and hope I can be able to join the next trips.”

The Bodegas Fundador is the oldest in Jerez and was founded in 1730. In the last few years, Fundador has become a company that, while respecting the values of tradition, is at the head of technological innovation and introduction of systems that assure and guarantee quality to thousands of customers and consumers. The Bodegas currently belong to the Beam Global Spirit and Wine Group, an affiliate of Maxxium Philippines.

One singular sensation at Jeannie’s party

Designer Jeannie Goulbourn celebrated her birthday in a special fundraiser for the Natasha Goulbourn Foundation in Club Mwah. Most of her friends who attended the affair were dressed in costume like their favorite character from a musical. Washington Sycip, a dear friend of the celebrant and is also a big supporter of the foundation, was dressed as the King from The King and I. Appetite editor and VP of Mega Publishing Group Lorraine Belmonte was responsible for putting together the evening’s delicious sponsors, with a Spanish-inspired dinner prepared by executive chef Ed Quimson of La Esqina and wines by Kathy Yao Santos.

Guests were treated to a performance by Pilita Corrales who sang A Million Thanks and Piel Canela. Michael Williams took to the stage singing Johnny One Note and songs from The Man from La Mancha accompanied by Rem Zamora. Bituin Escalante wowed the audience with her renditions from Dreamgirls. Sari Yap, Maryann Lumen, Bonbon Soler and Lisa Tinio gracefully danced the flamenco.

The Natasha Goulbourn Foundation was set up by Jeannie in memory of her daughter. It is a non-profit organization whose sole mission is to educate the public about depression and raise awareness about this emotional illness — its signs and symptoms; its treatment and management options; its dire personal, social and economic impacts; and the very important realities that it is not only preventable but also treatable.

(E-mail me at [email protected])