González Byass appoints new GM

By James Lawrence

Published: 23 September, 2026

González Byass has promoted international business director Enrique Murillo (pictured) to the position of general manager (GM), replacing César Sánchez Moral.

Stepping down as part of the Spanish drinks group's strategic plan, Moral and Murillo will work together until November to ensure a smooth transition.

According to the firm: “Enrique Murillo joined González Byass in 2011 as finance director. In 2017, he was appointed CEO of Pedro Domecq Mexico, a González Byass Group company, where he successfully launched the business and positioned Casa Pedro Domecq’s brandy brands as market leaders in Mexico in terms of both sales volume and value. In 2021, he was appointed deputy general manager of González Byass S.A., taking direct responsibility for overseeing the company’s 2021–2023 Strategic Plan.”

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He later became GM of the group's joint venture with Grupo Emperador, before taking responsibility for the Americas Division in January 2023. In July 2025, he was appointed international business director.

Murillo holds a degree in Economics and Business Administration from the University of Navarra, in addition to completing Harvard Business School's Advanced Management Program.

“González Byass remains firmly committed to innovation, developing new consumption occasions and operational optimisation, with a focus on strategic brands including Tío Pepe, Beronia, Viñas del Vero, Vilarnau and Lusco, as well as high-growth categories such as Croft Twist, which has already surpassed one million bottles in annual sales in Spain. The company is currently working on a new strategic plan, which will be presented during the final quarter of the year,” said a representative from González Byass.

Chairman Mauricio González-Gordon added: “We are delighted to announce the appointment of Enrique Murillo as the new GM of González Byass. His deep knowledge of the company, his experience and his strong alignment with our values make Enrique the right person to lead this new chapter. This appointment reflects our confidence in internal talent and our commitment to the professional development of the people who are part of González Byass. We welcome him to his new role and wish him every success.”

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