Desires for progress
The opening in America
Two social "ingredients" were key in the origin and evolution of cider El Gaitero and the cider industry of Villaviciosa: the development of the port of Gijón in the 18th century for maritime trade – with all that this implied in terms of opening up to the new American continent – and the emigration of Spaniards to America in the 19th century in search of prosperity and a future.
Added to all this were the aspirations for progress of an enlightened generation in Asturias, who at that time championed apple orchards and the industrialization of the region as the economic engine of Asturias. And the result could not have been better: the tradition of cider consumption crossed the Atlantic along with those emigrants who had made their fortunes in the Americas.
Among them all, those who emigrated in search of dreams and those who stayed in Spain trying to get ahead, created the ideal situation for the birth of El Gaitero.
At the same time, social changes also helped, with rural areas gradually acquiring metropolitan customs and filling the taverns and cider bars (typical Asturian places for cider consumption) that had been empty until 1850.
El Gaitero In the 19th century, it became the umbilical cord of the 'Indianos', Asturian emigrants who lived in America, with their native Asturias, their customs and their memories
Excitement to start
The "champagne-like" transformation of cider
The new trade with the Americas forced the Asturian industry to devise a way to preserve cider in optimal condition during its voyage across the sea. This led to a discovery, one that truly originated in the medical fields of medicinal waters and pharmaceuticals: the sparkling cider maker. This new tool, which generates the cider's carbonated bubbles and preserves it for consumption, allowed Asturian emigrants to bring the taste of their homeland with them.
Cider El Gaitero It begins to be made into champagne in order to preserve the drink in optimal condition during its maritime export voyages to America.
It was in 1888 when the brothers Alberto and Eladio del Valle, financed by Bernardo de la Ballina and Ángel Fernández, acquired the necessary machinery to begin the "champagne" production of cider in the Villaviciosa Council.
A year later, on May 24, 1890, the company Valle, Ballina y Fernández was founded. This marked the beginning of a long and fruitful history: the history of cider. El Gaitero, which begins with resounding success both in the Peninsula and in America.
The new trade with the Americas forced the Asturian industry to devise a way to preserve cider in optimal condition during its voyage across the sea. This led to a discovery, one that truly originated in the medical fields of medicinal waters and pharmaceuticals: the sparkling cider maker. This new tool, which generates the cider's carbonated bubbles and preserves it for consumption, allowed Asturian emigrants to bring the taste of their homeland with them.
In 1900, the partners of Valle, Ballina and Fernández invested and committed to centralizing the production of El Gaitero The production of glass—which until then had been scattered in warehouses and cider presses throughout Villaviciosa—was consolidated in a single location, La Espuncia. This strategy was reinforced years later, in 1915, with the construction of their own bottle factory, in response to glass supply problems. The factory's operations ceased years later, although its chimney still stands today as an emblem of the company's development.
At this time, and thanks to El GaiteroThe cider was beginning to gain recognition beyond Asturias, thanks to Obdulio Fernández's substantial advertising investment. Posters at points of sale, film footage, and even some of the first radio advertisements in Spanish history were part of the material produced under the brand.El Gaitero'
Industry visionaries
Large investments and the take-off of El Gaitero
In 1895, Eladio del Valle and Ángel Fernández left the company and transferred their rights to Obdulio Fernández Pando (1858-1927), a native of the parish of Cazanes in the municipality of Villaviciosa. Thanks to him and his extensive business experience from Acapulco, the company would undergo the first of its major transformations.
After his first year in business, Obdulio Fernández decided to make a change and acquired the land in La Espuncia. This gave the company a strategic location next to the estuary, facilitating the transport of finished products by sea to the ports of Gijón, Santander, and Pasajes.
At the end of the 19th century, with the arrival of Obdulio Fernández, the company experienced its first golden age: it secured a strategic location in La Espuncia, and succeeded in making the cider El Gaitero be known throughout the world
Resiliency
The new markets
The company's second golden age came in the 50s, under the management of José Cardín Fernández (1905-1992), Obdulio's nephew and a physician. He is considered the company's revitalizer after the difficult times the business, and the retail sector in general, experienced following the wars. José Cardín modernized the facilities and machinery. The capital increase he implemented during his tenure led to the construction of, among other things, a new warehouse with metal storage tanks, which at the time tripled the company's existing production capacity.
In the 50s, with José Cardín at the helm, the company experienced an unprecedented period of business development with the expansion of the wineries and diversification of the brand. El Gaitero
But, in addition, José Cardín diversified the product range, with the launch of sweets and nougat. El GaiteroAnd thanks to advertising investment, it achieved great success: transforming the image of El Gaitero in a symbol of identity. His commitment to the direction of the Asturian publicist Manuel Brun in the strategy led him to flood all media and communication channels of the 60s with advertising for El GaiteroThanks to him, visits to the La Espuncia facilities also began – a pioneering action in the sector – allowing the world to learn the secrets of cider firsthand.
The company's second golden age came in the 50s, under the management of José Cardín Fernández (1905-1992), Obdulio's nephew and a physician. He is considered the company's revitalizer after the difficult times the business, and the retail sector in general, experienced following the wars. José Cardín modernized the facilities and machinery. The capital increase he implemented during his tenure led to the construction of, among other things, a new warehouse with metal storage tanks, which at the time tripled the company's existing production capacity.
And in this commitment to progress, its export spirit is still palpable, which is why it has a global scope of action and an important presence in markets around the world.
With the aim of preserving and disseminating its historical heritage, the José Cardín Fernández Foundation was created in 2000, which is also responsible for promoting and disseminating the world of cider and apples, especially in the Principality of Asturias.
In the 21st century, cider El Gaitero It continues to be the image of Asturias, for which the company has even received important recognitions, such as the Silver Medal of Asturias (2010).
Heart of Asturias
The centennial company of the new century
Today, Valle, Ballina y Fernández is a family business, centuries old but modern, that preserves the value of tradition and artisan production, and continues to advance in innovation and development thanks to the use of the most cutting-edge technologies.
Its facilities, declared a Historic Industrial Heritage site, now cover more than 40.000 square meters, and its production reaches 20 million bottles of cider per year. The company is committed to creating traditional yet innovative products, such as its new-style ciders with the Protected Designation of Origin SIDRA DE ASTURIAS.
The Fernández family, a business family.
The entrepreneurial vocation of the Fernandez Family predates the establishment of the firm Valle, Ballina y Fernández, SA in 1.890.
Emigration to the Indies, driven by necessity or a thirst for adventure, spurred a movement involving all social classes of the time, all aspiring to improve their living conditions and social standing. In this context, Antonio Fernández Costales and his sons Joaquín and Antonio departed for Mexico in 1.796. His nephews, Fernández Ballina, sons of his brother Rodrigo, would later also emigrate to Mexico, settling in Acapulco on the Pacific coast, where they developed mercantile activities that brought them considerable wealth.
In the mid-19th century, Joaquín and Raimundo Fernández Ballina returned to their native Villaviciosa, a momentous event for the development of the company, since one of Joaquín's sons, Angel Fernández Fernández, born in 1.860, was a key figure, founder and first generation Fernández in what is now Valle, Ballina y Fernández, SA, a family business in its fifth generation.
