Cuervo owner ups stake in Conor McGregor’s whiskey

Jose Cuervo owner Becle has completed the purchase of an additional 29% stake in Eire Born Spirits, the company behind Conor McGregor’s Proper No. Twelve Irish whiskey, and reported a net sales increase for its 2020 first quarter. On 28 February 2020, Mexican drinks group Becle announced it has exercised its option to buy an incremental 29% stake in Eire Born Spirits (EBS). On 24 April, the Tequila maker completed its purchase of the additional…

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Cuervo owner reports 12.5% sales growth

Mexican drinks group Becle, the maker of Jose Cuervo, saw its year-to-date net sales increase by 12.5%, driven by the double-digit growth of super-premium Tequila. In the nine months to 30 September 2019, net sales hit MXN$7 million pesos (US$366,000). Total volume sales grew 6.8% to 5.3m nine-litre cases, boosted by “strong depletion trends across each region and volume rise across each product category”. The Mexican group said its growth “continues to outpace the broader…

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Jose Cuervo creates Day of the Dead designs

Tequila brand Jose Cuervo has created a limited edition bottle design for its Silver and Reposado expressions to celebrate Dia de Muertos (Day of the Dead). The designs feature a skull motif, with orange marigold flowers emerging from agave plants in the background. Consumers can purchase the Dia de Muertos Jose Cuervo Silver and Reposado bottles from across the US ahead of the annual celebration, which will take place on 2 November. Each bottle will…

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Top six best-selling Tequila brands

It’s an exciting time for the Tequila category as key investments take effect and celebrity endorsements create a buzz. We present the brands at the top of the volume ladder. According to Euromonitor figures, Tequila and mezcal combined made an enormous leap in volumes to reach 36.8 million cases in 2018 – a 6.6% spike on 2017. Tequila was thrust into the spotlight in 2018 with billion-dollar acquisitions, celebrity launches and agave shortages. In the…

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Jose Cuervo: a brand history

Despite having been the subject of takeover talks, Jose Cuervo remains family owned and is hell-bent on proving Tequila is anything but boring. The world’s largest Tequila brand certainly has pedigree. It was in 1758 that José Antonio de Cuervo y Valdés was granted land near the town of Tequila in Jalisco, Mexico, by King Ferdinand VI of Spain. Mexican independence was more than 60 years away as the original José Cuervo began planting blue…

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