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Date Published: 27/05/2026

The Osborne bull turns 70: The story of Spain's most iconic roadside symbol

The story of how a simple brandy advert became one of the most recognised symbols in Spain

Few images are more closely linked to Spain than the giant black Osborne bull standing over the country’s roadsides.

Visible from motorways, hillsides and open countryside across the country, the famous silhouette has become a landmark in its own right and this year it celebrates its 70th anniversary.

What started as a simple advertising campaign for brandy has ended up becoming one of Spain’s best-known cultural symbols.

The original bull was created in 1956 by Cádiz artist Manolo Prieto for Osborne’s Veteran brandy campaign. The first versions were made from wood and featured the company’s name painted across the side.

Nobody expected the design to become so iconic.

Over the years, the bulls got bigger, stronger and far more dramatic. In the 1960s they were rebuilt in metal to better survive the weather and their huge size quickly made them impossible to ignore.

Today there are around 90 Osborne bulls still standing around Spain, although only two still actually display the Osborne name, both in Cádiz province.

The famous figures have survived several attempts to remove them over the decades. In the 1990s, traffic authorities wanted them taken down completely over concerns that they distracted drivers, but public outrage was so strong that the Andalucían government stepped in and declared them part of Spain’s heritage.

They’ve also become targets for pranksters and artists over the years.

One bull in Galicia was secretly painted sky blue overnight by activists wanting it to blend into the horizon, while another was famously turned into a giant cow after someone painted white spots across it.

Despite the occasional vandalism, the Osborne bull has managed to outlive changing governments, advertising rules and endless debates about whether it’s art, advertising or both.

These days, the image is still being reinvented through collaborations with Spanish artists, musicians and fashion designers, helping introduce the legendary silhouette to a new generation.

Not bad for what was originally just a roadside booze advert.

Image: Instituto Hispanico de Murcia

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Authentic Nepali and Indian flavours arrive in Los Belones with something on the menu for everyone

Annapurna Nepali & Indian Restaurant opens its doors in Los Belones on Friday January 30, bringing a wide-ranging menu inspired by the rich flavours of Nepal and India.

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