Joaquín Devesa Company and Ximo Devesa Rodríguez. JUANI RUZ
Eurobox Metal Premium Packaging sits in the small community of Benasau, deep in the El Comtat region. The company has earned global recognition for elevating metal packaging, including a prestigious USA award for the best luxury container across categories. Its fame grew thanks to a high-end packaging solution created for a Jean Paul Gaultier perfume, and over the years the Alicante-based business has become a benchmark in premium packaging design and manufacturing. While it specializes in metallic finishes, Eurobox can tailor its creations to suit the products of major international brands in beverages, fragrances, and foods, always reflecting the highest standards of craft.
The portfolio reads like a luxury brand list: Cardhu, Chivas Regal, Baileys, Bombay Sapphire, Seagram’s, Four Roses, Freixenet, Codorniu, Jean Paul Gaultier, Invictus, Carolina Herrera, Antonio Banderas, Germaine de Capuccini, Nestlé, Cola Cao, Cuétara, among others. These brands, alongside fashion labels and footwear lines like Jeans and Panama Jack, illustrate the breadth of Eurobox Metal Premium Packaging’s collaboration with leaders across industries. It is a family business rooted in Benasau, a rural municipality of only about 150 residents, positioned in the heart of El Comtat.
The company’s origins trace back to Turisol, established in 1970 by Joaquín Devesa, a native of Benasau who today is 73 years old. Initially focused on promotional marketing and customized glass or ceramic souvenirs, the business faced intense competition from low-cost imports. The shift toward high-quality packaging emerged as the most viable path forward, allowing the firm to leverage its strengths in design and precision manufacturing.
Eurobox emerged in 1997 as a response to a clear market gap in luxury packaging. The founders recognized that the market needed more than conventional lithographed cans; it required imaginative finishes, gleaming designs, and premium materials. The transformation involved adding glittery accents, pearl details, holograms, velvet textures, and even Swarovski crystals to enhance shelf appeal.
Today, Ximo Devesa Rodríguez leads as director, describing ongoing innovation as essential. He notes that progress has demanded in-house technological development and close collaboration with senior engineers who help set the direction for new products. The emphasis remains on marrying aesthetics with functionality, ensuring that every container not only looks exquisite but also performs to the highest standards.
Quality and sustainability anchor Eurobox’s production philosophy. All raw materials are sourced from Europe to minimize carbon footprint, a consideration that provides peace of mind to clients. The steel used for containers is produced in Avilés, and every product is designed to be 100% recyclable and reusable. The Benasau factory handles the luxury line end-to-end, while more economical items are manufactured in Asia, under strict quality controls. This approach reflects a balance between premium craftsmanship and practical scalability.
The company’s careful balance of demand, capability, and responsibility has earned it a distinguished client roster spanning beverages, perfumes, and foods, along with other sectors. The leadership emphasizes that promotion and responsive service are key differentiators, maintaining open lines of research and development to deliver timely, tailored solutions. Offers are presented to clients when relevant, and response times are kept brisk, with proposals and pricing available within 48 hours when suitable.
Overcoming early objections related to Spain’s branding, Eurobox has demonstrated professionalism and meticulousness. The firm has confidently shown that a Spanish operation can compete on a continental stage by delivering consistent quality, reliability, and bespoke packaging that’s adaptable to each brand’s identity.
Beyond competition, the company faces the internal challenge of convincing iconic brands to entrust their packaging to a relatively small, rural operation. Yet the team presents compelling capabilities and a proven track record, enabling them to stand up to larger, more established players and prove the value of nimble, design-driven production.
In the European market, Eurobox stands apart. While some peers operate in England, France, and Germany, the company maintains a level of customization and speed that multinational food and beverage brands find compelling. The capability to craft highly personalized containers within the firm’s own structure remains a central strength.
Design award for the “Terrvs” oil container from Muro
Eurobox gained recognition from the International Metal Decoration and Packaging Association (IMPDA) for work in the United States, including first prize for a perfume container designed for Jean Paul Gaultier. The firm has earned additional accolades, such as a 2016 third-place finish at the European Metallic Design Awards in Scotland for a Carolina Herrera fragrance container. These honors underscore Eurobox’s ability to combine luxury aesthetics with practical packaging solutions, all produced in Benasau and refined through a rigorous quality process.
Founder Joaquín Devesa describes the village as a place where industrial capability can thrive. He invites clients to visit and experience the factory tour, noting that once the initial surprise wears off, visitors depart impressed and inspired by the rural enterprise’s scale and ambition.
In the heart of a quiet rural paradise
Eurobox is located in Benasau, a picturesque town on the edge of Aitana and near the Serrella district. According to the founder, this region has preserved its industrial character despite regional shutdowns in nearby towns. The workforce remains locally sourced, predominantly from Benasau and surrounding areas, reinforcing a tight-knit, community-focused production model.
Five million euros in turnover and a team of 22 employees define Eurobox’s current economic footprint. The coronavirus crisis impacted activity, particularly in the luxury packaging sector tied to air travel and duty-free shops. As flights and passenger traffic declined, demand for certain luxury containers dropped sharply, prompting some customers to pause production and await a recovery in consumption. The management notes that some customers paused container orders earlier in the year, reflecting broader market volatility.
To weather the disruption, Eurobox utilized an ERTE program, maintaining payroll and essential operations with minimal disruption. The company stresses a disciplined financial approach, aiming to preserve the ability to meet salaries, Social Security obligations, and tax responsibilities regardless of market swings. This responsible stance helps sustain operations and maintain confidence among employees and partners.
Eurobox’s enduring strategy centers on balanced growth, sustainable practices, and resilient operations rooted in a rural setting. The firm continues to invest in advanced manufacturing capabilities, a robust R&D pipeline, and high standards of quality control that reinforce its status as a premier luxury packaging partner in Europe and beyond.