Not A Cock And Bull Story

The silhouette of a giant bull is a familiar sight throughout Spain. November 2007 marks the 50th anniversary of its first appearance. Starting life as an advertising logo, the bull is now regarded the country’s unofficial national symbol.

50 years ago, the first Osborne bull was erected, making its mark on the Spanish landscape. Today, this image, designed to represent the Osborne wine and spirits company, has gone on to not only feature on bottles of the innovative Solaz wine; the majestic bull has come to symbolise Spain.

When Osborne commissioned its advertising agency to come up with an icon to characterise its brandy, they could never have envisaged just how popular the bull would become. The cut-out silhouette was created by the artist Manuel Prieto and in 1957 the first billboards appeared on sites near major roads throughout Spain. By 1964, more than 500 bulls had been raised.

When in 1988, a law was passed prohibiting roadside advertising, the ‘Osborne Sherry and Brandy’ slogan was removed from the bulls, but the silhouettes remained. A further threat to the Osborne bull came with the 1994 publication of the General Highways’ regulations. The billboard was to be prohibited completely. However, by this time the bulls had become somewhat of a national treasure and when Osborne launched an appeal, so began a vast public campaign, pleading for the bulls to be pardoned. The support of the media, politicians and personalities was huge.

In 1997, the Supreme Court solved the dispute. The Osborne bull was recognised as having outgrown its initial status as an advertisement, to become an integral part of not only the scenery but Spanish cultural and artistic heritage too. The Osborne bull would remain standing proudly in the countryside, the perfect symbol of Spain.

• The history of the Osborne Company can be traced back to the end of the 18th century when young British trader Thomas Osborne Mann from Exeter settled in Cadiz.
• Since it was created as a billboard, the Osborne bull has become the group’s corporate umbrella brand. The bull is displayed on the labels of its wide selection of wines. Osborne Solaz can be seen on the shelves in Asda.
• Today’s Osborne bull billboards are nearly 14 metres in height and weigh approximately 50,000 kilos.
• When Osborne conducted a survey asking what people thought about the possible disappearance of the bull from the Spanish roadsides, more than 75% were of the opinion that it should remain. It was considered to be typically Spanish and aesthetically pleasing.
• The Osborne bull has become an undeniable leading figure in exhibitions and cultural events. It is frequently used in paintings and publications to represent the culture and art of Spain. An edition of the New York Times magazine featuring a special report on Spain, chose the Osborne bull to appear on its front page as the epitome of the country.
• 21 Osborne bulls specifically named and detailed in the General Catalogue of Historic Andalusian Heritage, are officially categorised as monuments.
• In sport events where a Spanish team or individual take part, the bull is embedded by supporters in the Flag of Spain in the manner of a coat of arms