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Last Updated:
2024-09-22 08:20:01

Jose Cuervo

Top-selling tequila brand
Top-selling tequila brand

Jose Cuervo, owned by the Beckmann family, dominates the tequila market, selling millions of cases annually in the US. Proximo Spirits now handles its distribution.

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1758
Jose Cuervo granted permission to cultivate blue agave plant

In 1758, Don Jose Antonio de Cuervo received permission from the king of Spain to grow and harvest the blue agave plant in the Jalisco region of Mexico. This marked a significant moment in tequila history, as it was the first instance of using the agave plant for tequila production.

1769
Jose Cuervo Tequila Production Begins

Jose Cuervo has been producing tequila for over 250 years with traditional methods passed down through generations. They carefully select the best agaves and follow meticulous fermentation and distillation processes to create the world's finest tequila.

1795
Jose María Guadalupe de Cuervo Begins Selling First Tequila

In 1795, Jose María Guadalupe de Cuervo started selling the very first Vino Mezcal de Tequila de Jose Cuervo after receiving the first official charter from the King of Spain to produce tequila commercially. This event solidified the Cuervo family's legacy in the tequila industry.

1812
La Rojeña Distillery Founded

La Rojeña distillery, established in 1812, is the oldest operating distillery in Latin America.

1832
José María Guadalupe de Cuervo granted first license to produce and distribute tequila

In 1832, José María Guadalupe de Cuervo, son of José Antonio de Cuervo, was given the first license to manufacture and sell tequila.

1852
Export of Cuervo barrels to California

In 1852, José Antonio de Cuervo exported barrels of tequila to California, marking a significant milestone in the history of tequila production.

1873
First three barrels of Tequila exported

The year 1873 saw the Cuervo family export their first three barrels of Tequila, marking a significant milestone in their international reach.

1880
Cuervo Family Bottling Tequila

By 1880, the Cuervo family had started individually bottling tequila for commercial distribution, becoming the first distiller to bottle tequila. This innovation set them apart in the tequila industry.

1889
Cuervo awarded first gold medal by Mexican president Porfirio Díaz

In 1889, Mexican president Porfirio Díaz awarded Cuervo its first gold medal for the quality of tequila it produced.

1900
Jose Cuervo brand is established

In 1900, the iconic Jose Cuervo brand was officially established, becoming synonymous with quality Tequila production.

1906
First Bottled Jose Cuervo Tequila

In 1906, Cuervo's first bottled tequila was sold, marking a significant milestone in the history of the brand. This event solidified their presence in the market as a leading tequila producer.

1907
Cuervo wins Gran Premio in Madrid

In 1907, Cuervo won the Gran Premio in Madrid, Spain.

1909
Cuervo wins Grand Prix in Paris

In 1909, Cuervo won the Grand Prix in Paris, France.

1933
Jose Cuervo First Tequila Brand to Register a Trademark

In 1933, Jose Cuervo became the first tequila brand to register a trademark. This step helped establish the brand's identity and protect its intellectual property.

1934
Passing of Ana González Rubio

After Ana González Rubio's death in 1934, the estate of La Rojeña was inherited by her niece Guadalupe Gallardo.

1940
Jose Cuervo becomes leading player in Tequila industry

By 1940, Jose Cuervo had emerged as the dominant force in the Tequila industry, solidifying its reputation as a market leader.

1945
Launch of Jose Cuervo's First US Ad Campaign

In 1945, Jose Cuervo launched its first ever US ad campaign for the Margarita cocktail with the slogan 'Margarita: It’s more than a girl’s name'. This marked a significant milestone in the brand's marketing strategy.

1955
Jose Cuervo First Tequila Brand to Launch Major Ad Campaign in the United States

In 1955, Jose Cuervo became the first tequila brand to launch a major ad campaign in the United States. This marketing initiative contributed to the brand's recognition and success in the American market.

1964
Tequila Regulations Revision

In 1964, tequila makers were allowed to obtain up to 30% of the sugars in tequila from sources other than the agave plant, leading to a change in tequila production regulations.

1966
Inheritance by Virginia Gallardo

In 1966, Guadalupe Gallardo passed away, leaving the estate to her sister, Virginia Gallardo, whose son Juan Beckmann Gallardo would later manage the business.

1970
Change in Jose Cuervo Gold Tequila Composition

In 1970, Jose Cuervo Gold or 'Especial' Tequila, a mixto Tequila, adjusted its agave percentage to 51% to comply with the revised regulations. This alteration reflected the brand's adaptability to industry standards.

1971
Significant Increase in Jose Cuervo Exports

By 1971, Jose Cuervo's exports surged from 300,000 litres to 4.24 million, showcasing a remarkable growth in the brand's international presence. This growth was accompanied by a substantial rise in the advertising budget to US$500,000 per year.

1972
The Rolling Stones Tour

The Rolling Stones tour of 1972, known as 'the cocaine and Tequila Sunrise tour', was fueled by shots of Cuervo and became infamous for its wild partying.

1978
Cindy Jordan writes song 'Jose Cuervo'

After being a poster girl for Jose Cuervo Tequila, Cindy Jordan wrote a country song titled 'Jose Cuervo', which became the first song she ever wrote. The song references the tequila in the lyrics, 'Jose Cuervo, you are a friend of mine.'

1979
Jose Cuervo becomes beach volleyball's first major sponsor

In 1979, Jose Cuervo became beach volleyball's first major sponsor.

1980
Cuervo Gold mentioned in Steely Dan's song 'Hey Nineteen'

Cuervo Gold is referred to in Steely Dan's song 'Hey Nineteen', on their album Gaucho, released in 1980. The lyric is, 'The Cuervo Gold / The fine Colombian / Make tonight a wonderful thing.'

1982
Jose Cuervo by Shelly West

In 1982, the song 'Jose Cuervo' by Shelly West became a number one country hit, depicting hazy memories after a night of tequila-fueled partying.

1983
Shelly West records 'Jose Cuervo'

The song 'Jose Cuervo' written by Cindy Jordan was recorded by Shelly West in 1983. It was named Billboard magazine's 1983 Country Song of the Year after reaching number 1 on the Billboard country songs chart.

1989
Sale to International Distillers and Vintners

In 1989, the Beckmann family sold 45% of Jose Cuervo to International Distillers and Vintners (IDV), a division of Grand Metropolitan PLC.

1995
Release of Jose Cuervo Reserva de la Familia Extra Añejo

In 1995, Jose Cuervo released the Reserva de la Familia Extra Añejo to celebrate the Cuervo family's 200-year tequila legacy. This tequila draws from the family's best private reserves and is known for its perfect balance and smoothness.

1997
Merger with Diageo

In 1997, Grand Metropolitan merged with Guinness plc to become Diageo, which became Jose Cuervo's main distributor outside of Mexico.

1999
Cuervo's Global Sales Hit 5m Cases

By 1999, Jose Cuervo's global sales had reached 5 million cases, solidifying its position as a leading tequila brand worldwide.

2002
Tracy Byrd releases 'Ten Rounds with Jose Cuervo'

Country music artist Tracy Byrd released the song 'Ten Rounds with Jose Cuervo' in 2002, which documents a man's night drinking Cuervo after his girlfriend breaks up with him. The song reached number 1 on the Billboard country songs chart.

2004
Cuervo reaches 85 markets

By 2004, Jose Cuervo had expanded its reach to 85 markets worldwide, showcasing its widespread popularity and distribution.

2009
Jose Cuervo tequilas named among world's best by Bloomberg Businessweek

In 2009, Bloomberg Businessweek named Jose Cuervo Silver, Platino, Reserva de la Familia and Black four of the world's twenty best-tasting tequilas.

2010
Peter Gutierrez's statement as managing director of Jose Cuervo International

Peter Gutierrez expressed his preference for Tequila to have an edgy and naughty quality while serving as the managing director of Jose Cuervo International in 2010.

2011
Jose Cuervo Pro Beach Volleyball Series launched

In 2011, the Jose Cuervo Pro Beach Volleyball Series was launched by IMG and USA Volleyball with three events across the US.

2012-02
Opening of Jose Cuervo Express train

The Jose Cuervo Express train was opened in February 2012 to promote tourist development in the Jalisco area. The train journey takes visitors from Guadalajara to Tequila, passing through agave fields and past volcanoes, with a tour of the Jose Cuervo factory and La Rojeña distillery upon arrival in Tequila.

2013-07
Proximo Spirits Takes Over Distribution

In July 2013, Proximo Spirits, owned by the Beckmann family, took over the distribution of Jose Cuervo.

2017
Becle launches IPO on Mexican Stock Exchange

In 2017, Becle, the holding company of Jose Cuervo, made a significant move by launching an IPO on the Mexican Stock Exchange, signaling a new chapter in its corporate journey.

2019-06-12
Jose Cuervo Brand History

Jose Cuervo, a renowned Tequila brand, remains family-owned despite takeover talks. The brand is focused on showcasing Tequila as an exciting spirit.

2022
Notification Sign-Up for Variant Name

A user signed up to receive a notification when a specific product variant becomes available again on the Cuervo website.

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Jose Cuervo
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