The fruit juice and natural beverage sector is rapidly evolving to meet new consumer demands.
We are grateful to el Economista for the opportunity to share our journey at Julián Soler through an interview with our CEO, Ramiro Martínez Pérez.
In the interview, Ramiro discusses how our commitment to innovation and collaboration with clients has enabled us to adapt to evolving market trends.
Since our beginnings in the 1950s, we’ve maintained our mantra:
“Nothing but grapes”
This philosophy drives us to offer natural and sustainable products that meet current demands.
We invite you to read the full interview to learn more about our vision and dedication to innovation in the agri-food sector.
Ramiro Martínez, CEO of JULIAN SOLER a leader in the production of concentrated and NFC grape juice shares how one of the market’s key players is adapting to emerging trends.
What are the origins of JULIAN SOLER and what is its current structure?
The origins of our company date back to the 1950s, when our founder and Honorary Chairman, Mr Julián Soler Marqués, began his professional career working alongside his father Antonio and his brother Magín in a small winery in Quintanar del Rey (Cuenca). That first business laid the foundation for what would later become JULIAN SOLER S.A., officially established in 1968.
We were pioneers in the production and export of concentrated grape juice in Spain, as a way of managing wine surpluses at the time. Today, after 58 years without producing a single litre of wine, we are a second and third-generation family-owned professional company, specialising exclusively in the production of concentrated and NFC grape juice.
We remain sector leaders, with 130 families employed, a production capacity of 80,000 tonnes of concentrated grape juice, and a growing turnover now reaching €70 million. We export 90% of this production, positioning us as international leaders within the sector.
What have been the key milestones in your trajectory, and how have they shaped JULIAN SOLER’s current position in over 60 countries?
I would say that our milestones have been and continue to be constant, like the grape harvests, which, in our founder’s words, “follow one another but are never the same.” We have consistently listened to the market, adapting to customer demands and changes in consumer behaviour. Since the mid-90s, we have maintained a close focus on the food, juice and beverage sectors.
Our location in La Manchuela, a region traditionally known for red wine production, naturally positioned us as leaders in red grape juice, both concentrated and NFC. Since 1997, our facilities have been based in Villanueva de la Jara (Cuenca), and today, the balance between red and white grapes is roughly 50/50.
We also offer a wide range of specialised products such as virgin, allergen-free, organic, sustainable, halal-certified providing tailor-made solutions for our clients. These include leading multinationals in food sectors such as juices, baby food, sweets, jams, vinegars, and also functional and energising beverages (probiotic drinks, soft drinks, wines…), with distribution in over 60 countries across five continents.
Product diversification, our commitment to innovation, and the professionalisation of our family business under the leadership of Ana Soler have all been key factors in our current industry leadership.
What trends are currently shaping the juice and natural beverage sector, and how is JULIAN SOLER responding?
Consumers are increasingly looking for healthier products with less sugar and of course, no artificial sweeteners while seeking added functional benefits: boosting the immune system, increasing energy, antioxidant properties, or improving digestion. Many now seek beverages that support specific moments of the day, enhancing mood or physical performance through ingredients such as vitamins and minerals, and always without synthetic and non -natural additives.
This move towards personalisation, health and functionality is driving many brands to innovate and develop cleaner, more natural options, free from allergens and of organic origin.
At JULIAN SOLER, we have long proven that it is possible to innovate within this sector by developing new products from grapes, while maintaining the natural benefits of this fruit, rich in natural sugars, polyphenols and antioxidants.
Thanks to our wide-ranging portfolio, we collaborate with clients on new developments. We also invest heavily not only in technology, but also in human capital. We have our own R&D department that leads continuous innovation and product improvement. This positions us as a Global Grape Solution Supplier, capable of responding successfully to evolving market trends.
What is the secret to maintaining service and quality as a market-leading brand in such a competitive landscape?
At JULIAN SOLER, we have made a strong commitment to packaged formats, such as 200L drums, 1,000L IBCs, Goodpack, aseptic packaging all preserved in refrigerated and frozen storage. This allows us to retain the natural properties of the product.
These formats, available across both conventional and innovative product lines, enable us to offer a high-quality product year round, responding to customer demand with flexibility in volume and delivery timing. This approach not only desensitises our sales to seasonal variation — key for a seasonal and perishable product — but also simplifies logistics for our clients, who no longer need to place minimum orders or face long lead times.
Today, 50% of our sales are bulk and the other 50% in packaged formats.
JULIAN SOLER is more than grape juice. The VIDARTIS project combines agriculture and art, using grape juice as pigment in graphic artwork. What are the aims of this initiative, and how does it contribute to CSR and brand identity?
The Renaissance painter, architect and biographer Vasari once said that it is not enough to know the work of great figures; one must also understand their character to have a complete vision. Similarly, our company’s philosophy cannot be understood without the social values and commitment of the man whose surname is now a brand synonymous with quality, respect and innovation.
VIDARTIS is a modern expression of that same commitment to the community, a way of viewing the company as a tool for social good. Today, it is our shared responsibility as members of a professionalised family business to preserve the values of our corporate legacy.
On 1st of May, we celebrated this commitment with our key partners during our 50th anniversary event, a date with deep significance in our company’s history.
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