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38-555: As of 2012, Jose Cuervo sells 3.5 million cases of tequila in the US annually, accounting for a third of the US tequila market. Jose Cuervo is family-owned and is run today by the Beckmann family, descendants of Don José Antonio de Cuervo. Juan-Domingo Beckmann is the sixth-generation leader of the company. In July 2013 the Beckmann family's Proximo Spirits took over distribution of Jose Cuervo from Diageo , following Diageo's failed attempt to buy

76-611: A club and later eloping with him in Las Vegas after having had too much to drink that night, Cuervo tequila is referenced in the line "So I'll blame it on the Cuervo". Cuervo Silver is shown to be enjoyed on multiple occasions on the Showtime series Dexter (2006–13). A moody 2013 ad campaign for Cuervo Especial starred actor Kiefer Sutherland . Beyoncé references Jose Cuervo on her 2016 song " Formation ", from her album Lemonade , with

114-903: A deal worth up to $ 600 million. Proximo acquired Spanish distribution firm Icon Spirits in October 2023, ending its joint venture with Maison Villevert. Proximo signed marketing agreements with the Los Angeles Lakers in 2009 and the New York Knicks in 2010, to promote 1800 Tequila at their respective stadiums. Proximo's ad campaigns have featured actor Kiefer Sutherland for Jose Cuervo; actor Ray Liotta , actor Michael Imperioli and rapper Rick Ross for 1800 Tequila; actor Clive Owen and rapper Lil' Kim for Three Olives Vodka; and musician Perry Farrell for Maestro Dobel Tequila. Blue agave Agave tequilana , commonly called blue Weber agave ( agave azul ) or tequila agave ,

152-592: A delicate balance between tradition and innovation. In 1979, Jose Cuervo became beach volleyball 's first major sponsor. After the Association of Volleyball Professionals (AVP) tour folded in 2010, the Jose Cuervo Pro Beach Volleyball Series was launched in 2011 by IMG and USA Volleyball with three events across the US, and upped the number to seven in 2012. With the return of the AVP tour in 2013,

190-664: A dozen spirits brands, including Jose Cuervo , 1800 Tequila , Three Olives Vodka , Kraken Black Spiced Rum and Boodles British Gin , as well as craft spirits such as Hangar 1 Vodka and Stranahan's Colorado Whiskey . Proximo Spirits was founded in 2007 by the Beckmann family, who also owned and operated Jose Cuervo. In a deal announced in March 2013, Proximo took over the Jose Cuervo distribution rights from Diageo on July 1, 2013. The deal also give Proximo Spirits control over Old Bushmills Distillery . London -based Proximo Spirits UK

228-585: A golden hue. There are three variations of gold tequila. Reposados have a pale amber color, as they typically spend 2 to 12 months in oak barrels. Añejos have a darker gold color and more flavor contributions from the barrel, as they are typically aged 1 to 3 years in oak barrels. Extra añejo, which has an even darker color and richer flavor, is 100% blue agave and aged more than three years. The occasionally smoky flavors of extra añejo tequilas have been compared to those typically found in brandy and scotch. The extra añejo designation for tequilas aged more than three years

266-601: A list of the 18 best tequilas in the world in Men's Journal in 2013. Cuervo offers several pre-made margaritas . The Authentic Margarita and Light Margarita varieties contain Cuervo Gold and are 9.95% alcohol by volume. Golden Margarita contains Grand Marnier liqueur along with Cuervo Gold, and is 12.7% abv. The Margarita Mix does not contain any alcohol. 1800 Tequila , owned by Jose Cuervo and previously labeled Cuervo 1800 before being distributed by Proximo Spirits starting in 2008,

304-469: A stalk when they are about five years old. These stalks can grow an additional 5 metres (16 ft), and they are topped with yellow flowers. The stalk is cut off from commercial plants so the plant will put more energy into the heart. The flowers are pollinated by the greater long-nosed bat (and by insects and hummingbirds) and produce several thousand seeds per plant, many of them sterile. The plant then dies. Cultivated plants are reproduced by planting

342-528: A time when other distillers were still using barrels. Tequila was known as "mezcal de tequila" until 1893, when tequila makers and the Mexican government dropped " mezcal " from the name. Cuervo's first bottled tequila was sold in 1906. Upon the death of Don Jesús, his wife, Ana González Rubio, inherited La Rojeña and in 1900 married José Cuervo Labastida, head of La Constancia. From then on, the brand became Jose Cuervo Tequila. After Ana Gonzélez Rubio's death in 1934,

380-480: Is a 100% agave tequila, available in various silver, reposado and añejo varieties. Maestro Dobel Tequila is a family owned, single estate, ultra-premium Tequila, named after creator Juan Domingo Beckmann Legorreta (DOBEL), an 11th generation Tequila producer, and chief executive officer of the Tequila Jose Cuervo empire. Maestro Dobel Tequila is carefully controlled and managed from farm to bottle, and strikes

418-772: Is an agave plant that is an important economic product of Jalisco state of Mexico, due to its role as the base ingredient of tequila . The high production of agavins (branched oligosaccharides composed mostly of fructose ) in the core of the plant is the main characteristic that makes it suitable for the preparation of alcoholic beverages. The tequila agave is native to the states of Jalisco , Colima , Nayarit , Michoacán , and Aguascalientes in Mexico. The plant favors altitudes of more than 1,500 metres (5,000 ft) and grows in rich and sandy soils. Blue agave plants grow into large succulents , with spiky fleshy leaves, that can reach over 2 metres (7 ft) in height. Blue agaves sprout

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456-406: Is classified as an extra añejo tequila, meaning it is 100% agave aged over three years in an oak barrel, giving it a deeper golden color with a richer flavor more typically tasted in scotch or brandy. It would become Cuervo's first extra añejo offering after the high-end distinction was created in 2005. It was named on Bloomberg Businessweek' s 2009 list of the world's 20 best-tasting tequilas, and on

494-429: Is cooked and crushed to create juice, which is fermented and distilled to make tequila. The resulting unaged, clear tequila is then diluted with water to bring the alcohol content down to around 40%. Pure tequila is distilled 100% from the sap of the blue agave plant, while mixto tequilas only need to be at least 51% blue agave in order to legally be called tequila. In 1964, tequila makers were allowed to obtain up to 30% of

532-514: Is from the Asparagaceae family. This cultivar is larger and blue-gray in color compared to the smaller and green normal A. tequilana . It is a rapid grower and prolific offsetter in keeping with its agricultural advantages. Tequila is produced by removing the heart ( piña ) of the plant in its seventh to fourteenth year (depending on growth rate and whims of harvester). Harvested piñas normally weigh 40–90 kg (80–200 lb). This heart

570-553: Is more expensive. The Jose Cuervo Express train was opened to visitors in February 2012 to help promote tourist development in the Jalisco area. The train travels 60 kilometers from Guadalajara to Tequila, taking two hours to journey through the agave fields and past volcanoes. Upon arrival in Tequila, guests are able to take a tour of the Jose Cuervo factory and La Rojeña distillery. Tequila

608-400: Is naturally clear after fermentation and distillation are complete. This type is called “blanco” or “white”. “Plata” or “silver” on the other hand, despite its color being the same as “blanco”, is an aged version of tequila which got decolorized after being kept in barrels for months or years. After the fermentation and distillation processes, tequila can then be aged in oak barrels, giving it

646-507: Is produced at the La Rojeña distillery in the state of Jalisco in Mexico. The distillery was officially founded in 1812. It is the oldest active distillery in Latin America. After Ana González Rubio married José Cuervo Labastida in 1900, he renamed the distillery La Rojeña, and was the first to call the tequila produced there Jose Cuervo. After the death of Don Vincente, Jesús Flores (owner of

684-413: Is stripped of its leaves and heated to convert the inulin to sugars. Then the roasted core is pressed or crushed to release the sugary clear liquid called aguamiel , which is, in turn, fermented and distilled into alcohol . Tequila is also made with a sugar formulation of 51% agave and 49% other sugars. These tequilas are referred to as Mixtos. As agave production has moved to an industrial scale since

722-453: The Billboard country songs chart in 2002. Other country songs that mention the liquor are "The Dope Smokin' Song" by Hank Flamingo and "Drink Canada Dry" by David Allan Coe . In the 2004 MMORPG game World of Warcraft , there are some items referencing Jose Cuervo, like "Cuergo's Gold" and "Hozen Cuervo". In Carrie Underwood 's 2008 song Last Name describing a woman meeting a man at

760-717: The Distilled Spirits Council of the United States , the US demand for tequila has risen over the years, with 12 million cases shipped to the US in 2012, a 54% increase as compared to a decade earlier. The fastest-growing segment has been super-premium blue agave spirits. In 1989, the Beckmann family sold 45% of Jose Cuervo to International Distillers and Vintners (IDV), a division of Grand Metropolitan PLC . In 1997, Grand Metropolitan merged with Guinness plc to become Diageo which would be Jose Cuervo's main distributor outside of Mexico until 2013. Starting in 2011, Diageo,

798-522: The Cuervo Series was not continued. Cuervo Gold is referred to in Steely Dan 's song " Hey Nineteen ", on their album Gaucho , released in 1980. The lyric is, "The Cuervo Gold / The fine Colombian / Make tonight a wonderful thing." In 1978, after a stint as a poster girl for Jose Cuervo Tequila, Cindy Jordan wrote a country song titled " Jose Cuervo ", the first song she ever wrote. The song references

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836-403: The border in 1873. In order for a spirit to be called tequila, it must come from the blue agave plant, a species found only in Jalisco and four nearby regions in central Mexico. All Jose Cuervo tequila continues to be made in the town of Tequila in the state of Jalisco in Mexico. The blue agave plant has spiked leaves and a round, fleshy core (the piña). The leaves are chopped off and the core

874-470: The company. In 1758, Don José Antonio de Cuervo was issued a land grant by King Ferdinand VI of Spain in the town of Tequila, Jalisco . Here his family founded the Taberna de Cuervo, the farm where they would cultivate and harvest the flowering blue agave plant, a water-retaining plant found in central Mexico that is fermented then distilled to create tequila. The first Vino Mezcal de Tequila de Jose Cuervo

912-409: The distillery now known as La Constancia) took over management of La Rojeña. He was the first to package the tequila into damajuanas (rope-encased jugs), where previously they had been stored only in wooden barrels. The damajuanas were later replaced with individual bottles, making it easier to transport the tequila across the border to America. The company shipped its first export of three bottles across

950-447: The end of the 1980s, diseases and pests, collectively referred to as TMA ( tristeza y muerte de agave , "wilting and death of agave"), have hit the crops. Through the 1990s, diseases spread, particularly Fusarium fungi and Erwinia bacteria, exacerbated by the low genetic diversity of the agave plants. Other problems include the agave weevil , Scyphophorus acupunctatus , and a fungus, Thielaviopsis paradoxa . According to

988-487: The estate was left to her niece Guadalupe Gallardo, who died in 1966 and left the estate to her sister, Virginia Gallardo. One of her sons, Juan Beckmann Gallardo, would manage the business. Part of Cuervo was owned by Distribuidora Bega, and, starting in 1979, the other part was owned by Grupo Cuervo, made up of Beckmann, his son Juan Beckmann Vidal , José Luis Campos, and Heublein Inc. Along with Sauza , Cuervo began to dominate

1026-472: The finished product to give it the gold color, also known as joven tequila. In 2013, Proximo launched Jose Cuervo Cinge, a cinnamon-infused 35% abv version of Especial Silver. It is one of many cinnamon-infused liquors on the market. See Fireball and discussion therein. Cuervo's Tradicional has been produced since 1795. Its varieties, Silver and Reposado, are 100% agave tequilas. The reposado achieves its amber color through six months of barrel aging. Silver

1064-490: The line, "I twirl on my haters, albino alligators / El Camino with the seat low, sippin’ Cuervo with no chaser." Proximo Spirits Proximo Spirits, Inc. , is an American multinational alcoholic beverage company, with its headquarters in Jersey City, New Jersey . It is a major distributor of tequila and other spirits, it is best known for Jose Cuervo , the world's largest-selling tequila brand. Proximo owns over

1102-455: The previously removed shoots; this has led to a considerable loss of genetic diversity in cultivated blue agave. It is rarely kept as a houseplant , but a 50-year-old blue agave in Boston grew a 9 m (30 ft) stalk requiring a hole in the greenhouse roof and flowered in the summer of 2006. Tequila is made only from a specific cultivar of Agave tequilana called "Weber Azul." The plant

1140-407: The sugars in tequila from sources other than the agave plant. During a blue agave shortage in the 1970s, Mexican regulations were further revised to require that tequila contain only 51.5% agave. Agave plants take 10 to 12 years to mature and become ripe, while sugarcane can be harvested every year, so blending the agave spirit with sugarcane spirit is a cheaper method, while using 100% blue agave plant

1178-465: The tequila in the lyrics, "Jose Cuervo, you are a friend of mine." Recorded by Shelly West in 1983, it was named Billboard magazine's 1983 Country Song of the Year after reaching number 1 on the Billboard country songs chart. The song " Ten Rounds with Jose Cuervo " by country music artist Tracy Byrd documents a man's night drinking Cuervo after his girlfriend breaks up with him. It reached number 1 on

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1216-507: The tequila industry in the 1940s. Tequila first made significant inroads into the United States during the Prohibition era , when it was smuggled from Mexico into southwestern US states. Tequila made further advances in the US during World War II , when many US distilleries switched to war-related production and there were restrictions on European imports. Then, in the 1980s, more American tourists visited Mexico, discovering tequila. According to

1254-514: The world's largest liquor maker, was in talks to acquire Jose Cuervo from the Beckmann family for in excess of $ 3 billion. After it was unable to acquire the brand, Diageo announced in December 2012 that it would end the US distribution deal. In a deal first announced in March 2013, Proximo Spirits, a company owned by the Beckmann family, took over Jose Cuervo's distribution beginning in July 2013. Jose Cuervo

1292-404: Was approved by Mexico's National Committee on Standardization in 2006. Cuervo Especial products are mixto tequilas. Especial Silver is an unaged white tequila containing at least 51% agave, with the remainder being made up of sugarcane spirit. Especial Reposado (commonly referred to as "Cuervo Gold") is a blend of reposado and younger tequilas of at least 51% agave, with caramel coloring added to

1330-411: Was launched in 2011. Cuervo Black was a mixto añejo tequila that included sugar cane spirit, aged one year in oak barrels. It was named on Bloomberg Businessweek ' s 2009 list of the world's 20 best-tasting tequilas. It is no longer available. Platino is 100% agave, handcrafted using a proprietary process in which the steam is recaptured to bring in more flavor before the tequila is chill-filtered. It

1368-487: Was launched in July 2013. Both Proximo and Cuervo are controlled by the Beckmann family, descendants of Jose María Guadalupe de Cuervo. As of 2013, Proximo distributes approximately 6 million total cases per year. Proximo announced the release of TINCUP whiskey, a partnership with Stranahan's Colorado Whiskey founder Jess Graber, in 2014. In 2021, Proximo bought a majority stake in Proper No. Twelve Irish whiskey , in

1406-424: Was made in 1795, after Don José Antonio de Cuervo's son José María Guadalupe de Cuervo was granted a permit from King Carlos IV of Spain to produce tequila commercially, following a time of prohibition under King Carlos III. This was the birth of the tequila industry. By 1880, the Cuervo family had begun individually bottling tequila for commercial distribution. Cuervo was the first distiller to bottle tequila, at

1444-540: Was named on Bloomberg Businessweek ' s 2009 list of the world's 20 best-tasting tequilas, and awarded the Beverage Tasting Institute 's highest rating, Superlative. Reserva de la Familia was introduced in 1995 to celebrate the 200th Anniversary of the distillery. Reserva de la Familia is a high-end offering of 100% blue agave tequila, matured in the La Rojeña distillery's private cellars. Its first edition sold out weeks after its release. Reserva de la Familia

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