It doesn't seem so long ago when it was common to consider Priorat wines as low-grade, only serving to give alcohol content and body to other wines or, in the best of cases, for bulk consumption. A historically widespread idea outside our regions, although even here there were those who defended it as a fighting wine. But, in reality, the good reputation of Priorat wines is not relatively recent. In fact, the possibilities for retail sales, as well as exports of this generic designation, were already part of the business concerns of a good handful of entrepreneurs in the late 19th and early 20th centuries. Officially registering the designation, especially for the retail market, would become the obsession of some producers and marketers of the time.

In 1851, at the age of twenty-two, Augusto de Muller y Ruinart de Brimont (1829-1893) arrived in Tarragona from Reims. Belonging to a prominent winemaking family from Alsace, De Muller sought an area in Spain untouched by the phylloxera plague, where he focused his activities on the production and export of wines. The volume of his international sales, with branches in Bordeaux and London, made him the leading businessman in Tarragona during his time, a city where, for much of the first third of the 20th century, the wine trade was the main economic driver, overshadowed by other, far less significant, activities. The port of Tarragona became De Muller's export hub.