Cheat sheet

BRAND &
PRODUCT FACTS
 Global playbook

BRAND FACTS
The world’s no.1 Tequila Brand: Our family pride, passion, expertise, traditions, forward -thinking attitude and meticulous attention to quality have made us the
world’s favourite and finest tequila, loved in markets around the world. Enjoyed as an ice -cold shot, in a refreshing long drink or as an iconic Cuervo Margarita,
we are honoured to be the No.1 best -selling tequila brand*

The world’s oldest Tequila: Jose Cuervo was founded in 1795 and this marks the creation of the entire category. Our founder Don José Antonio de Cuervo
started growing blue agave on our family farm in 1758 but it wasn’t until his son Don José María was granted a charter from King Carlos IV of Spain to produce
tequila commercially that the Jose Cuervo ® brand was born.

Authentically grown and produced in Tequila Mexico: Every drop of Jose Cuervo® tequila is made in Mexico Our fields of agave have always grown in the
mineral -rich soil on the skirts of the Tequila volcano fed by pure water from volcanic springs. This unparalleled microclimate means we grow and use only the
best quality natural ingredients possible.

Handcrafted by 11 generations of family: 11 generations on, we are still proudly family owned by the Beckmann family, direct descendants of our founder José
Antonio de Cuervo. Being family owned allows us to continue to craft our tequila in our family’s La Rojeña distillery in the traditional way, the oldest active
distillery in Latin America.

225+ year old recipe: There’s nothing Don Francisco Hajnal Alfaro, our Master Blender or Maestro Tequilero, doesn’t know about tequila. In his 40 years at Jose
Cuervo ® , he has changed the perceptions and raised the reputation of tequila throughout the world. Day to day, it’s his job to uphold the signature family
recipe, passed down for 11 generations before him, matching the refined and recognisable Jose Cuervo ® signature taste revered by tequila lovers everywhere.

*IWSR, 2022
 PRODUCT
Global playbook

FACTS
Role Summary

Launched to commemorate the

World’s #1 selling tequila and
Serves as a 100% agave trade-up company’s 200th anniversary.
cornerstone brand of the company.
from Jose Cuervo Especial® Demonstrates the brand’s pedigree
refreshment occasions
and expertise

A family secret passed down from

A sweet
A silver tequila from profile
agave taste the most popular
with a rich A silver tequila from
generation the most An
to generation. popular
exceptional,
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tequila brand in the world. A great
and warm flavour of vanilla and a finish choice tequila
rarebrand in theaged
and extra world. A great
tequila choice
which
tequila brand in the world. A great choice
for bartenders
that is incrediblytosmooth.
deliver well-balanced
This warm, for bartenders to deliver well-balanced
represents the craftmanship of the tequila
for bartenders to deliver well-balanced
tequila cocktails or
creamy, gentle Blanco long drinks.
tequila is The ideal
perfect tequila cocktails
making or long drinks. The ideal
process.
tequila cocktails or long drinks. The ideal
tequila
for forand
mixing classic cocktails
crafting suchcocktails.
modern as the tequila for classic cocktails such as the
tequila for classic cocktails such as the
famous Margarita or the Paloma famous Margarita or the Paloma
famous Margarita or the Paloma.
Unique barrel process that employs three
different types of wood and barrel
“World’s
toasting#1 tequila”.
styles American
resulting oak imparts
in a sophisticated
a sipping
light touch of vanilla,
tequila faithfulherbs
to theand spices
authentic
Highly mixable
“World’s Reposado
#1 tequila”. tequila.oak
American Best
that have made Jose Cuervo Especial
traditional style celebrated by the Cuervo
World’s #1 tequila”. American oak imparts enjoyed in fruity signature cocktails
imparts a light touch of vanilla, herbs or and
Reposado and1795.
family since aged tequila synonymous
a light touch of vanilla, herbs and spices classics withhave
spices that a twist.
madeTheJose
lightCuervo
citrus notes
with Mexico. Best enjoyed chilled.
that have made Jose Cuervo Especial and sweet characteristics from
Especial Reposado and aged tequila the
Reposado and aged tequila synonymous American
synonymous oak with
dominate
Mexico.theBest
palate before
enjoyed A carefully crafted blanco tequila made
with Mexico. Best enjoyed chilled. giving way
chilled. to continue, peppery highlights
from only the finest blue agave. The
and toasted almonds.
epitome of smoothness and the real
definition of agave essence.
Global playbook QUESTIONS & CONTACTS

QUESTIONS &
CONTACTS
If you’ve got any questions about anything we’ve said in this toolkit or need to be
pointed in the right direction for a brand asset, please get in touch. We’d love to help.

Aileen Cotter Aoife Ni Fhlannchadha

Global Assistant Brand Manager Global Brand Manager
Tequila & Mezcal Tequila & Mezcal
acotter@proximospirits.com anifhlannchadha@proximospirits.com

Chris Hill Manuel Orive

Global Senior Marketing Manager Global Brand Director
Tequilas – APAC & EMEA Tequilas – APAC & EMEA
chill@proximospirits.com morive@proximospirits.com