Cuervo

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Cuervo is the No 1 premium tequila in the world

Results 2008

  • 4.4 million 9-litre cases
  • (4%) volume growth
  • (5%) net sales growth

Top five markets

  1. United States
  2. Greece 
  3. Canada
  4. Spain 
  5. Great Britain

How we produce Cuervo

www.josecuervo.comThe agave plant, from which tequila comes, takes between eight and 10 years to reach maturity and must be harvested by hand. Using a coa de jima or hoe, the harvester, known as a jimador, cuts away the spiky leaves to reveal a large pineapple-shaped heart called a piña.

The piñas are slow baked in clay ovens for two days until soft. Once cooled, they are crushed and strained to extract juice. They are then milled to extract further juices. The liquid is mixed with natural spring water in large fermentation tanks and yeast is added.

This mixture is fermented for seven to 12 days before being twice distilled in pot stills. Ageing in oak barrels produces Cuervo’s distinct colour.

The history behind Cuervo

1758

José Antonio de Cuervo obtained land in Mexico to cultivate Agave plants from the King of Spain before it became an independent republic.

1795

King Carlos IV of Spain transferred the land deed to the second José Cuervo, José María Guadalupe Cuervo and granted him the first concession to commercially produce tequila.

1880

Individual bottles were introduced for tequila distribution, replacing the damajuanas (rope-encased jugs) previously used. Bottles made it easier to transport tequila across the Mexican/American frontier.

Today

Cuervo heir Juan Beckmann and his son work together to run the family business.The Beckmann name entered the Cuervo family when Juan Beckmann’s great grandfather, then Germany’s Ambassador to Mexico, married a Cuervo daughter.

Did you know?

  • Today Cuervo heir, Juan Beckmann, and his son work together to run the family business. The Beckmann name entered the Cuervo family when Juan’s great grandfather, then Germany’s ambassador to Mexico, married a Cuervo daughter.
  • Tequila is an essential component in the famous Margarita cocktail. The drink was first created in 1938, named for a showgirl from Guadalajara, called Rita de la Rosa. Her full given name was Margarita.
  • Although the agave plant resembles a cactus, it is actually a member of the lily family.
  • Translated from Spanish, ‘Cuervo’ means ‘crow’ and this symbol can be found on the family crest.
  • The city of Tequila is 2,300 metres (7,500 feet) above sea level and is in the western Mexican state of Jalisco. Tequila must be produced here to claim its name.

Brand variants 

  • Cuervo Especial or ‘Gold’, José Cuervo.

  • Cuervo Tradicional, a reposado tequila. The term ‘reposado’ means it has been rested in American Oak barrels for an average of six months.
    Cuervo Classico is a blend of young tequilas, which give it a smooth flavour.

  • Cuervo Black Medallion is a signature blend tequila aged for up to one year in charred oak barrels for smooth, mature taste.

  • Cuervo Flavoured Tequilas, available in Citrico, Oranjo and Tropiña, are a proprietary blend of premium silver-styled tequila combined with natural fruit flavours.

  • Created to celebrate the family’s 200th anniversary, Cuervo Reserva de la Familia is the ‘cognac of tequilas’.

  • Cuervo Margarita Mix is designed to mix with the legendary tequila for the perfect Cuervo Margarita.

  • Also available are Cuervo Margarita Minis, miniature pre-mixed margaritas that are perfect when you want to bring margaritas to outdoor gatherings. All you need is a glass and ice to enjoy the distinctive taste. This special Cuervo recipe combines the flavours of triple sec and lime with premium quality Cuervo Especial tequila for the distinctive taste of a margarita.