The recent interview published in Expansión, Spain’s leading economic and business newspaper, conveys a clear idea: achieving sustained growth in a complex global environment requires a combination of strategic vision, adaptability, and a solid foundation of values.
With more than 57 years of experience, JULIAN SOLER has consolidated a distinctive business model: a company with 100% national sourcing and predominantly international sales, now present in more than 60 countries. A journey that began in 1968, when the SOLER family chose concentrated grape must as a way forward for the grapes of their region, and which continues to evolve today from facilities that combine grapes from La Manchuela with musts from cooperatives and wineries, mainly in Castilla-La Mancha.
A roadmap based on compliance and quality
One of the central messages of the interview is the importance of maintaining a firm strategy built on two pillars: compliance and quality. In the words of Ramiro Martínez, CEO of JULIAN SOLER:
“For more than 57 years, we have been guided by a clearly defined strategy in which quality and compliance form part of our roadmap.”
In recent years, the company has reinforced this approach through facility renewals, investment in human capital, and a clear commitment to diversifying both products and markets. This combination has helped strengthen its international position as a global supplier of grape-based solutions, while at the same time improving business stability.
Reducing seasonality, increasing capacity and providing year-round service
Another key point in the interview is how JULIAN SOLER SA. has worked to reduce the seasonal dependency typical of the sector. Collaboration with suppliers, production flexibility and temperature-controlled storage of the final product have enabled the company to move towards a model capable of offering all its qualities throughout the year.
This continuous supply capacity responds directly to a current B2B market need: having reliable, safe ingredients available beyond the harvest calendar. For JULIAN SOLER, this continuity is not just an operational advantage, but an essential part of its value proposition.
Technology, artificial intelligence and a focus on people
The interview also highlights the company’s technological transformation. Artificial intelligence is already part of the present at JULIAN SOLER, through the development of an in-house LLM/Chatbot designed to provide immediate support to plant operators in matters related to occupational risk prevention.
At the same time, the company is working on a broader evolution of its digital tools to automate repetitive tasks, record key quality data and support decision-making. All of this while keeping one conviction firmly in mind: technology is useful when it is integrated with sound judgement, context and human vision.
In this same line, JULIAN SOLER has recently set up an Operational Group with ITECAM to develop, over the next three years, projects linked to automation and artificial intelligence applied to the agri-food industry.
Leading change while staying true to values
The interview concludes with a reflection that sums up the company’s current stage well: the future demands change, but not improvisation. For JULIAN SOLER, adapting means acting quickly, reducing risks, improving continuously, and always preserving the values that have sustained the company since its beginnings.
This combination of strategy, R&D, technological progress and commitment to people is what allows JULIAN SOLER to continue growing without losing sight of where it comes from. It is also what shapes its next objective: to continue supporting its clients in their new developments and remain an international benchmark in the concentrated grape must sector.
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