What Jose Cuervo does

Jose Cuervo is an 11th-generation, family-owned Mexican tequila producer founded in 1758, claiming the title of the world's oldest active tequila distillery through La Rojeña in Tequila, Jalisco. The company is owned by Becle, S.A.B. de C.V. (publicly traded on the Mexican Stock Exchange under ticker BC) with US operations managed through Proximo Spirits (Jersey City, NJ). Its portfolio spans value (Especial Gold, the world's #1 tequila), premium 100% Blue Weber agave expressions (Tradicional Blanco/Reposado/Añejo/Cristalino), ultra-premium small-batch Reserva de la Familia, the flavored Devil's Reserve extension, and an extensive ready-to-drink (RTD) margarita lineup including Sparkling, Authentic, Light, and a new 5.9% ABV lower-alcohol line.

Production technology blends traditional and modern methods: brick-oven cooking of agave piñas for 36-40 hours for premium lines, contrasted with diffuser technology for value lines that reduces water use by more than 50%, energy by 46%, and agave by 20%. Proprietary yeast strains and a combination of copper pot stills and column stills enable flavor standardization across batches, while aging occurs in new American oak barrels. Four distilleries operate under a single NOM 1122 production standard, processing 200-300 tons of agave daily from the largest agave holdings in the world. The Agave Project establishes a circular economy by repurposing 100% of bagasse byproduct into compost, building materials, and biodegradable straws, supported by a stillage treatment plant processing 2 million liters of wastewater daily.

Revenue is generated through wholesale distribution to major US retailers (Kroger, Walmart, Total Wine, 7-Eleven), direct-to-consumer e-commerce via cuervo.com with third-party fulfillment, and global wholesale networks — with the US accounting for over 70% of Mexican tequila exports. Marketing relies heavily on event-driven partnerships (multi-year NASCAR official sponsorship, Love Island USA integration, UFC Freedom 250 sponsorship), digital content collaborations (DraftKings, Barstool Sports), and sustainability storytelling. Total addressable US cases reached 8.9 million in 2024, though flagship volumes declined 6.4% and RTDs declined 11.5%, while premium-plus tequila grew at a 16% CAGR.

Name

Jose Cuervo

Legal name

Becle, S.A.B. de C.V.

Website

https://cuervo.com

Company type

Public

Founded year

1758

Operating status

Operating

Headcount range

1–10 employees

Short description

Jose Cuervo is an 11th-generation, family-owned Mexican tequila producer founded in 1758 and the world's #1 tequila brand. Owned by publicly traded Becle (BMV:BC), it produces value, premium, and ultra-premium tequila plus an extensive RTD margarita portfolio distributed globally.

Ownership category

akta.pro rank

Product category

Tequila and Ready-to-Drink Spirits

NAICS

Distilleries (31214), Distilleries (312140), Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Ready-to-Drink (RTD) Alcoholic Beverages & Brands (Canned Cocktails, Hard Seltzer) (CRADAIAD)

akta.pro secondary industries

Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH), Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)

Keywords

• Tequila production
• Ready-to-drink cocktails
• Blue agave spirits
• Premium sipping tequila
• Margarita mixers

Headquarters

HQ city

Jersey City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer Tequila Sales: E-commerce sales through cuervo.com with products shipped directly to consumers. Third-party fulfillment by licensed retailers in AccelPay network. Covers full product portfolio including tequilas, RTDs, and margarita mixes.
2. Wholesale/Distribution Through Retail: Products distributed through major US retailers including Kroger, Total Wine, Walmart, and 7-Eleven. Includes both premium expressions and value RTD products. Volume leader with 8.9 million cases sold in 2024.
3. Event Sponsorship and Branding Partnerships: Multi-year partnership with NASCAR providing exclusive category rights for agave-based spirits marketing and promotion. Includes branded activations, hospitality, digital content, and experiential marketing at major racing venues.
4. Ready-to-Drink Cocktails: RTD products including sparkling margaritas, authentic margaritas, and new lower-ABV (5.9%) line sold through retail and direct channels. Variety packs, four-packs, and individual cans at multiple price points.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels8 records

Core offering

Jose Cuervo manufactures and distributes tequila and ready-to-drink (RTD) cocktail products across multiple price tiers. Its portfolio includes the Tradicional 100% agave line (Blanco, Reposado, Añejo, Cristalino), the value-oriented Especial line (Silver, Gold — the world's #1 tequila), the super-premium Reserva de la Familia, Devil's Reserve flavored tequila, and an extensive lineup of pre-mixed margaritas and sparkling cocktails.

Product overview

Jose Cuervo is an 11th-generation, family-owned Mexican tequila company claiming to be the oldest active tequila distillery in Latin America, dating back to 1758. The company offers a diversified portfolio spanning multiple product lines: (1) Tradicional line featuring premium 100% Blue Weber agave tequilas including Blanco, Reposado, Añejo, and Cristalino expressions; (2) Especial line including Silver and Gold tequilas - with Especial Gold being the world's #1 tequila; (3) Devil's Reserve, a newer pineapple jalapeño infused tequila extension; (4) Reserva de la Familia premium small-batch sub-brand; (5) extensive Ready-to-Drink (RTD) margarita portfolio including Authentic margaritas, Sparkling Cocktails, Light varieties, and flavored options; (6) Special Edition releases including the 250 Aniversario. The portfolio ranges from value (Especial) to premium (Tradicional) to ultra-premium (Reserva de la Familia) segments, with the RTD margarita line serving as the world's #1 ready-to-serve margarita brand.

Differentiator

Problem solved

Functional benefit

Brands

• Tradicional: Handcrafted 100% blue agave tequila line including Blanco, Reposado, Añejo, and Cristalino expressions.
• Especial
• Reserva de la Familia
• Devil's Reserve
• Jose Cuervo Margaritas

Products and services

• Tradicional Blanco Award-winning 100% Blue Weber agave tequila made with just three ingredients (agave, yeast, water). Herbaceous citrus scent balanced by spicy sweet fruit overtones with a refreshing finish. Positioned in the premium 100% agave tier.
• Tradicional Reposado Artisanal 100% blue agave tequila rested in charred oak with herbaceous agave essence, stewed tropical fruit, and lingering notes of vanilla, clove, cinnamon, and toffee. Premium tier.
• Tradicional Añejo 100% blue agave tequila aged in American Oak for a minimum of one year, then finished in Irish single malt whiskey barrels for around two months. Premium tier.
• Tradicional Cristalino Crystal-clear, exceptionally smooth 100% blue agave sipping tequila blended from reposado and Extra Añejo, filtered to remove color while intensifying flavors of agave, quince, melon, mango, vanilla and spice. Premium tier.
• Especial Silver Smooth and crisp silver tequila made with 51% Blue Weber agave and 49% sugar from cane and grain. Marketed as 'the original party starter.' Value tier.
• Especial Gold Golden blend of younger tequilas with sweet aroma, pleasant agave notes, hints of oak and vanilla, and a well-balanced smooth finish. The world's #1 tequila brand; value tier.
• Devil's Reserve Pineapple jalapeño infused tequila with devilish sweet heat at 30% ABV (60 proof), marketed as the perfect drink for mischief. Flavored tequila extension.
• Sparkling Cocktails Variety Pack 8-pack variety of sparkling margarita cocktails including Classic, Paloma, Strawberry Margarita, and Pink Lemonade flavors at 5.9% ABV. Ready-to-drink lower-ABV format.
• Authentic Classic Margarita Classically original authentic Cuervo margarita — ready-to-serve at 9.95% ABV; just chill and add ice. Part of the Jose Cuervo Margaritas ready-to-serve line.
• Sparkling Classic Margarita Classic Cuervo taste with a bubbly twist in sparkling margarita format at 5.9% ABV. Part of the lower-ABV Sparkling Cocktails line.
• Reserva de la Familia Extra Añejo Award-winning, small-batch tequila made following an artisanal process handed down over generations; Extra Añejo expressions aged in new American and French oak barrels. Super-premium tier.
• 250 Aniversario Ultra-rare 100% blue agave Extra Añejo from the family's reserve, released as a special edition commemorating 250 years of Cuervo history.
• Classic Lime Margarita Mix Non-alcoholic tart lime margarita mix to which the consumer adds Cuervo tequila to make America's favorite cocktail on the rocks or frozen.

Quantifiable outcome

• 1 in 5 tequila cases sold globally are Cuervo Especial
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• UFCflagshipGTM or Marketing Partner · 14 June 2026Major event sponsorship at UFC Freedom 250, the first professional sporting event at the White House. Cuervo featured as one of extensive corporate sponsors including Monster Energy, Bud Light, Ram Trucks, Crypto.com, Meta, and New Amsterdam Vodka. Event drew 4,300 in-person attendees plus tens of thousands at adjacent park.
• NASCARflagshipGTM or Marketing Partner · 11 February 2026Multi-year partnership naming Cuervo the Official Tequila, Official Margarita, and Official Partner of NASCAR beginning 2026 season. Cuervo receives exclusive category rights for agave-based spirits marketing and promotion. Includes branded activations at marquee venues including Daytona International Speedway, Phoenix Raceway, Homestead-Miami Speedway, Talladega Superspeedway, and NASCAR San Diego Street Race, with custom-branded experiences, hospitality, and digital content across NASCAR's platforms.
• DraftKingscoreGTM or Marketing Partner · 11 February 2026Digital experiences and content collaboration with Cuervo for NASCAR fan engagement through sports gaming platform.
• Barstool SportscoreGTM or Marketing Partner · 11 February 2026Digital content creation and fan engagement collaboration for NASCAR activations through sports media platform.
• NBCUniversal Peacock / Love Island USAcoreGTM or Marketing Partner · 3 June 2025Brand integrations for Love Island USA Season 7 with branded activations throughout the reality television series. Cuervo returned for another season following previous successful partnerships.
• CheapCaribbeanminorGTM or Marketing PartnerSweepstakes partnership offering 'Margarita Season' travel giveaway. Enter-to-win Ultimate Margarita Season Sweepstakes with Cuervo branding.
• FenderminorStrategic or Co-development PartnerThe Agave Stratocaster collaboration created the world's first guitar with pure agave body. Two-piece '56 Stratocaster with 21-fret neck and fingerboard using agave as primary material. Combines sustainability innovation with rock tradition.
• Gary LindenminorStrategic or Co-development PartnerCollaboration with legendary surfboard shaper to create the first 100% agave surfboard. Sculpted from cooked agave leaves, representing innovation in sustainable surfboard manufacturing.

Scale indicators8 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Hornitos: Mid-tier 100% agave tequila brand owned by Suntory Global Spirits; competes directly with Cuervo Tradicional and the upper end of Especial in price-sensitive retail and on-premise accounts.
• Sauza: Heritage tequila brand owned by Suntory Global Spirits with broad value-tier presence; competes with Especial in the affordable tequila segment that anchors Cuervo's volume base.
• Don Julio: Premium and super-premium tequila portfolio owned by Diageo, with strong cultural credibility and a benchmark Blanco, Reposado, and Añejo range. Competes directly with Cuervo's Tradicional and Reserva de la Familia in the premium tier where Cuervo's growth depends.
• Patrón Tequila: Premium 100% agave tequila brand owned by Bacardi; the most direct head-to-head competitor to Jose Cuervo across premium on-premise and retail channels and the standard-bearer for the 100% agave positioning Cuervo's Especial line must defend against.
• Casa Dragones: Super-premium small-batch tequila positioned at the top of the category; competes with Reserva de la Familia Extra Añejo for high-end gifting and sipping occasions.
• 1800 Tequila: Premium 100% agave tequila brand owned by Proximo Spirits (same parent family as Cuervo's US operations under Becle); occupies an adjacent price tier to Tradicional and competes for the same mid-premium consumer occasions.
• Casamigos: Celebrity-founded premium tequila brand owned by Diageo; competes directly with Cuervo in Blanco, Reposado, and Añejo expressions across on-premise and at-home consumption, and has been one of the fastest-growing premium tequila franchises.

Broad incumbents

• Suntory Global Spirits: Spirits division of Suntory Holdings that owns Sauza, Hornitos, and Jim Beam; a broad incumbent competing with Cuervo in value and mid-tier tequila while leveraging global distribution muscle.
• Pernod Ricard: Global spirits group that owns Avión and Código 1530 tequila brands plus Jameson, Absolut, and Chivas; competes with Cuervo across both tequila and the broader premium spirits occasion.
• Diageo: Global spirits conglomerate that owns Don Julio, Casamigos, Bulleit Bourbon, and Johnnie Walker; represents the most powerful premium spirits portfolio Cuervo competes against and sets pricing and distribution leverage in on-premise accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/JoseCuervo
• Facebookfacebook.com/cuervo
• Instagraminstagram.com/josecuervotequila
• LinkedInlinkedin.com/company/jose-cuervo

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jose Cuervo