This company profile of Cuervo reveals the unethical practices of the world’s largest producer of tequila. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious 5 strategies.
Introduction
Cuervo (legally known as Becle, SAB de CV ), is a Mexican company dedicated to the production of tequila, founded on May 27, 1795 in Tequila, Jalisco (Mexico).
Since February 2017, Becle, S.A.B. de C.V. shares are listed in the Mexican Stock Exchange (BMV), under the ticker symbol CUERVO.
70% of the company is owned by Juan Francisco Beckmann and the remaining 30% by his son Juan Domingo Beckmann, who is the current CEO of the company.
It is the most-selling tequila in the world, with sales of more than 5 million cases annually.
Fast Facts about Cuervo
- Net sales (2023): p$44,355M net sales
- Gross PROFIT (2023): P$22,480M
- Advertising, marketing, and promotion spending: P$9,986 M
- Total volume sold: 27.1M
- Lobbying spending: not available
- Number of employees (2023): 10,283 employees
Brands
- Tequila: Jose Cuervo, 1800, Gran Centenario, Reserva de la Familia, Maestro Dobel.
- Whiskey: Bushmills, Proper No. Twelve, Pendleton, Stranahan’s, Tincup.
- Rum: Kraken.
- Vodka: Three Olives, Hangar 1.
- Mezcal: Creyente, 400 Conejos.
- Gin: Boodles.
- Ready-to-Drink Cocktails: 1800 Margarita, Paloma, Rum & Cola.
- Non-Alcoholic Products: Margarita Mix, B:oost energy drinks.
Management team
- Juan Domingo Beckmann Legorreta as CEO
- Rodrigo de la Maza Serrato, Director of Administration and Finance
- Luis Fernando Félix Fernández, general manager US and Canada
- Olga Limón Montaño, general manager Mexico and LATAM
BROWSE MORE UNETHICAL PRACTICES by Cuervo
BIG ALCOHOL IN THEIR OWN WORDS
Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.
“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.
To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."
Source: Molson Coors Annual Report 2022
