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 Five strategies.

INTRODUCTION

Cuervo, legally known as Becle, S.A.B. de C.V., was founded on 27 May 1795 in Tequila, Jalisco, Mexico, as a tequila producer. The company remains under family ownership, with the Beckmann family controlling all shares. In February 2017, Becle was listed on the Mexican Stock Exchange under the ticker symbol CUERVO. Today, it is recognised as the world’s largest tequila producer by volume and sales, with operations extending across major markets including Mexico, the United States, Canada, and Latin America.

FACTS ABOUT CUERVO

• Net revenue (2023): MXN44,355 Million
• Gross profit (2023): MXN22,480 Million
• Profit after tax: Not available
• Marketing spending (2023): MXN9,986 Million
• Lobbying costs: Not available
• Number of employees (2023): 10,283
• Market share: Not available
• Parent company: Privately owned (70% Juan Francisco Beckmann, 30% Juan Domingo Beckmann)

Brands

MANAGEMENT TEAM AND BOARD OF DIRECTORS

• Juan Domingo Beckmann Legorreta, Chief Executive Officer
• 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