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Statistics: Wholly Owned Subsidiary of Grupo Cuervo,S.A. de C.V. Incorporated: 1934 as Casa Tequila Cuervo, S.A. Employees: 1,400 Sales: $400 million (1997 est.) NAIC: 31214 Distilleries; 111998 All Other Miscellaneous Crop Farming
1795: José MaríaGuadalupe Cuervo receives royal permission to produce tequila on his property.
1909: The firm's tequila wins an international award in Paris.
1970: The Cuervo family sells partownership to outsiders.
1995: Cuervo introduces a $75-a-bottle premium tequila. $75-
1997: Cuervo's output reaches 37 million liters of tequila, of which 76 tequila percent is exported
2005:200 tequila producer anniversary
Business Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine.
Thesebrands include •Johnnie Walker •Crown Royal •J&B •Windsor •Buchanan's •Smirnoff •Ciroc •Ketel One •Baileys •Captain Morgan • Jose Cuervo •Tanqueray •and Guinness
Diageo alliance Tequila boom Longest tradition in the industry “Tequila” as an Appellation of Origin Unique international positioning
F2nd to Sauza in Jalisco Region High dependance inUS Market Spirits consumption declining worldwide Many “knockoffs” due to popularity Agave shortages
Passing the baton
Young business Entering the business Working togetherExpansion
Sibling partnership Cousin consortium
Leading Tequila producers for over 10 generations Quality Products ValueProducts
Track Record & Performance • • • • Increasing profits even after 200 years of operations Have strategic alliance with Diageo and continue to gain power internationally. They continiously...