Vinhos Borges celebrates 110 years of the Lello brand with a new image

“The beginning of a great journey” is the first illustration of a collection of four, recounting the most memorable times in the history of the Lello family at Sociedade dos Vinhos Borges and in the Douro.

It is much more than a renewal of colours, styles and images. “The beginning of a great journey”, the first illustration of what has been its legendary journey, is a deserved tribute to the history of the Lello family, the reputation and the repositioning of a 110-year-old brand.

Having been writing history for more than a century, the Lello brand now begins a new era, where Lello Red wine dictates the first chapter. Mário Ferreira was the artist invited to interpret the main character on canvas, in a composition painting, in this story entitled “The beginning of a great journey”, which tells of and perpetuates the time of the arrival of Artur Lello in Quinta da Soalheira in the early XXth century.

Accordingly, Borges marked the beginning of a new journey with an inspiring, creative and unique line of new labels which reflect the roots of its history, celebrating the 110 years with the release of the first new image, that of Lello Red. This is one of the episodes which will be launched gradually and individually, which retell some emblematic moments in the history of the Lello family. A label, a painting, a story, a wine! Above all, a tribute to eight decades in which the Lello family, more specifically Artur and Carlos Lello, performed management roles within the Sociedade, during which they drove the expansion of the brand, business and company on a distinct path, leaving a legacy of passion for wine, dedication, excellence, as well as a rich cultural heritage!

Lello Red Douro 2021 is a wine with an intense ruby color, with an aroma of black fruit, surrounded by nuances of plum jam, brushed with aromas of dried fig. With a smoky character, with gentle hints of vanilla, it results in a perfect set, in a palette that provides distinct elegance, complexity and a unique balance.

Further information:

Founded in 1884 by the brothers António and Francisco Borges, initially with the name Casa Borges & Irmão, it was a family company conducting a multiple of businesses: lottery sales, tobacco, currency exchange and drinks. The rapid and positive progression led to the restructuring of Casa Borges & Irmão into different sections, where we highlight the “drinks section”, later renamed the “wines section”. Given the growth and desire for expansion, the Borges brothers decided to delegate to the Lello family, more specifically, Artur Lello, the role of manager for further business development. It was 1895. Born in Santa Marta de Penaguião, Artur Lello had already gained in-depth experience in wine production and marketing, as well as in-depth knowledge of viticulture and oenology.

By the turn of the century, the wines section was becoming increasingly important, thanks to Artur Lello's exemplary management, resulting from a greater focus on wines compared to other drinks that made up the company's portfolio; increasing focus on creation of its own brands, investment in its own vineyards and its own Quintas, especially in 1904 with the acquisition of the Quinta da Soalheira and the affirmation of an image of quality and excellence in the local, national and international markets (with several recorded at the time of participation in a number of international competitions, particularly in Brazil and the USA). It should be noted that between 1900 and 1913 Casa Borges & Irmão submitted more than 70 applications for trademark registrations, some of which have become emblematic to this day, such as the Lello brand, registered in 1913.

It should also be noted that in the case of the Lello brand, red wine, it was one of the first still wines to be launched on the Douro.

It was in 1918 that Sociedade dos Vinhos Borges, the name by which it is known today, was established. It was thus a commercial limited liability company. The shares were divided between António Borges and Francisco Borges (making up 60%), Artur Lello (with 37.5%) and his son Carlos Lello (2.5%).

At the time, Sociedade dos Vinhos Borges employed around 400 employees.

Artur Lello managed the company until his death, in 1928. For the next four decades, his son Carlos Lello, also a co-founder of the company, managed it; only following his death in 1968 did it pass to a member of the Borges family.

It was thus eight decades of management by the Lello family which led Borges to excellence, on a unique, distinct and iconic path.