Prior to the eighteenth century the wine trade was in the hands of small individual merchants, and establishments on the scale of modern bodegas were entirely unknown; there was no continuity of name and no records of individual merchants have survived. Only one modern firm—J. M. Rivero—can trace its direct ancestry to an earlier period. This house has been trading at least since 1653.
Its trademark is CZ, and the initials stand for Cabeza y Zarco, the family name of Don Pedro Alonso Cabeza de Aranda y Zarco, who was its founder. One of his descendants, Don Antonio Cabeza de Aranda (who was created Marques de Montana by Royal Decree in 1775) took Don Francisco Antonio de la Fixera into partnership. Don Francisco's grand-daughter married Don Pedro Agustin Rivero, whose decendants still own the business.
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