30/07/2026
🇪🇸 Who are they?
The Osborne Bull was first erected in 1956 as a giant roadside advert for Veterano Brandy, produced by Osborne, the historic Sherry house from El Puerto de Santa María, Cádiz. Standing 14 metres (46 ft) tall, they're impossible to miss.
🚫 The advertising laws
It started with a 1962 law banning billboards within 20 metres of roads. In 1974, that distance increased to 50 metres. Then, in July 1988, Spain introduced a nationwide ban on roadside advertising.
⚖️ The public had other ideas
In 1994, new road regulations ordered the removal of the remaining bull silhouettes. The backlash was immediate. After years of public support and legal battles, Spain's Supreme Court ruled in 1997 that the bulls could stay. Not as adverts, but as cultural landmarks. The brand name disappeared, but the bull remained.
🐂 Today
More than 500 Osborne Bulls once stood across Spain. Today, around 90 survive, watching over roads, vineyards and rolling hills as one of Spain's most iconic symbols.
You'll almost certainly spot one on a wine tour through Spain.
They may have started as an advert, but they've become a national icon.