Wine Consultant César Saldaña of Regulating Council DO Sherry - Biography

Jerez de la Frontera, Cádiz

August 2014

Current Managing Director of the Regulating Council governing DOs Jerez-Xérès-Sherry, Manzanilla-Sanlúcar de Barrameda, Vinagre de Jerez, and Brandy de Jerez, César Saldaña is one of the most prominent figures behind the recent modernization of the Sherry Triangle’s internal organization. For almost his entire professional career, Saldaña has been associated with the historic Andalucía appellation and with marketing the diversity and complexity of its wines around the world.

Wine culture was ever present at home during Saldaña’s childhood, with his father having close ties to González Byass and carrying out almost his entire professional career in the wine sector. A graduate of Economics and Business Studies at the Universidad Complutense de Madrid, Saldaña always knew he wanted to work in Sherry, even if his first job as an auditor had little to do with wine. It did, however, help him solidify his skills in business, so when he got back to Jerez, he was able to start working with bodegas and never look back.

In 1985, Saldaña started work at the historic González Byass bodega, going from Planning and Control Manager to Export Manager in 1989. Accumulating experience in the Sherry sector at a pioneer bodega, Saldaña also had the chance to come into contact with wines from Rioja and Penedès, as well as the brandy and liquor sectors. Working at a time without instant, tech-fueled communication at his fingertips, Saldaña relied on personal passion and true salesmanship—qualities which he continues to prioritize as the cornerstone of his (and Sherry’s) global success.