The Lurton brothers have always been motivated by a challenge. In the 80s, Spain had a reputation for making excellent red wines but not white wines. With his experience in white wine making, however, Jacques Lurton saw the unexploited potential of the Rueda region (lying just west of the Ribera del Duero), for whites. Consequently, in July 1992, Jacques and Francois set up Hermanos Lurton in the village of La Seca, Spain.