In the heart of Mallorca lies SON PRIM Mallorca, a family winery that has quietly become one of the island’s most cherished enterprises. Blending history, craftsmanship, and a deep connection to the land, SON PRIM stands as a symbol of lasting legacy and innovation.
Jaime, fifth-generation leader of SON PRIM, views his role as a journey shaped by love for the land and a vision grounded in tradition.

The Story Behind SON PRIM

SON PRIM’s name comes from the family’s ancestral home in Sencelles, a Mallorcan village once famous for its wine cellars. This heritage is at the heart of the brand. What began as a modest cellar evolved into a company recognised for excellence and authenticity.
Jaime recalls growing up among the vineyards, where the scent of sun-baked earth and ripe grapes etched memories into his heart and where every season became part of his story.
“My first memories are related to this land. For me, it’s not a job, it’s a way of living.”
SON PRIM’s foundations were laid when Jaime’s father, originally a furniture restorer, returned to the family village to revive their winemaking roots. From that dream, SON PRIM was reborn, blending tradition with renewed energy.

The Company’s Philosophy: Quality Above All

From its earliest days, SON PRIM has been built on one simple but powerful idea: quality over quantity, a philosophy Jaime upholds today.
“A wine doesn’t get better because of time,” he says. “It gets better because of quality.”
Every choice at SON PRIM reflects this belief. From selecting grapes to ageing, each bottle is crafted as a work of art. The winery produces wines ready to enjoy now and able to age gracefully for decades.
This dedication has earned SON PRIM a reputation in Mallorca and abroad, with partnerships in Switzerland, Denmark and China. yet, no matter how far the wines travel, their heart remains in Mallorca’s soil.

From Family Business to International Brand

Under Jaime, SON PRIM has grown from a small family business into a recognised winery. The team of about ten people shares its passion for authentic winemaking.
Transitioning from family business to company brought challenges. Jaime explains,
“We went from an idea, to a hobby, to a family business and then to a corporation. Each stage brought lessons, and the learning never stops.”
Despite growth, SON PRIM’s identity is built on family values, patience, respect and integrity. Jaime’s leadership keeps a strong link to the past.

A Leadership Style Built on Trust

At the core of SON PRIM’s success is Jaime’s distinctive leadership approach. He believes that actual progress comes from empowering people rather than controlling them.
“The victories belong to the team, and the defeats belong to the leader,” Jaime says.
This philosophy shapes a culture where every employee shares the mission and celebrates achievements together.
During harvest seasons, Jaime often leads from the background, observing quietly but stepping in when needed.
“I like to work from the shade,” he explains. “When pressure peaks, I appear with a smile and remind everyone that everything is fine.”
This approach fosters a workplace where creativity, loyalty and respect thrive.

SON PRIM’s Connection to the Land

SON PRIM’s identity is tied to Mallorca’s beauty. The company farms sustainably, striking a balance between modern methods and tradition.
Jaime is outspoken about the importance of environmental balance:
“We are keepers of Mallorca,” he says. “Our responsibility is to protect the land for future generations.”
SON PRIM’s commitment extends beyond production. It collaborates with local farmers, supports regional products and welcomes visitors. Guests tour vineyards, enjoy tastings and learn the craft behind each bottle—connecting people to its story.

The Future of SON PRIM

As SON PRIM plans, Jaime steers the company toward projects rooted in tradition—the next project: planting Giro Ros, a Mallorcan grape known for elegance and subtlety.
This initiative reflects SON PRIM’s ongoing pursuit of authenticity and innovation, a new chapter that honours Mallorca’s heritage while exploring what’s next in winemaking.
For Jaime, the future means deepening SON PRIM’s focus on quality, sustainability and culture, not expansion for its own sake. As he says,
“We create moments here, moments you can bottle and share.”

Conclusion: A Living Legacy

SON PRIM is more than a winery; it’s a story of family, resilience and passion, a living legacy lovingly nurtured by Jaime.
Under Jaime, SON PRIM has grown while upholding core values. Each bottle embodies Mallorca: sunlight, patience and enduring spirit.
Through commitment, authenticity and heart, SON PRIM continues to thrive as a reminder that true excellence takes time.
As Jaime says, “What you give to the vineyard, the vineyard gives you back, in time.”
And that timeless exchange between land, people, and passion is what makes SON PRIM a company unlike any other.