Cuervo is the No 1 premium tequila in the world
- 4.5 million 9-litre cases
- 7% volume growth
- 9% net sales growth
Top five markets
- Great Britain
How we produce Cuervo
Using a coa de jima (hoe), a Jimador (harvester) cuts away the spiky leaves from the Agave plant to reveal a large pineapple shaped heart called a piña.
The piñas are softened by slow baking in clay ovens for over 2 days.
After being cooled, the piñas are crushed and strained to extract the juice.
The piñas are milled and strained to extract further juices which are mixed with natural spring water in large fermentation tanks where yeast is also added.
This liquid is fermented for 7-12 days and then twice distilled in pot stills.
The colour of tequila comes from ageing in oak barrels.
The history behind Cuervo
José Antonio de Cuervo obtained land in Mexico to cultivate Agave plants from the King of Spain before it became an independent republic.
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.
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.
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?
- Translated from Spanish, ‘Cuervo’ means ‘crow’ and the symbol of a crow can be found in the Cuervo family crest.
- The city of Tequila is 2,300 metres (7,500 feet) above sea level in the western Mexican state of Jalisco. Tequila must be made in Mexico and 95% of all the Agave comes from Jalisco.
- The Agave is a large blue plant that resembles a cactus, but is a member of the lily family.
- Agave takes 8 to 10 years to reach maturity and it must be harvested by hand. It can not be done mechanically.
- There are four official classifications of Tequila:
> Blanco (white or silver): generally not aged.
> Joven (young): Blend of white and Reposado tequilas.
> Reposado (rested): must be in oak for a minimum of two months.
> Anejo (aged): minimum of one year in oak barrels.
- La Rojeña, the distillery where Jose Cuervo is produced is located in Tequila.