Founder and wine aging pioneer Ramón Bilbao would have been delighted with the winery's excellent brand awareness nowadays, which is the result of the strategy developed by Zamora Company -a heavyweight in the drinks business with brands such as Licor 43- since its takeover in 1999. As well as launching a new range of modern red wines and updating its traditional bottlings, the Haro-based winery, a standard bearer for good value, has built a small winery empire which includes Mar de Frades (Rías Baixas), Cruz de Alba (Ribera del Duero) and Ramón Bilbao Rueda.