About us
With a family tradition of 11 generations, Becle
produces, markets, and distributes a portfolio of more
than 30 brands of alcohol beverages,
Ready—to-Drink cocktails, as well as non-alcoholic
beverages, in over 85 countries.
Becle’s unique portfolio of over 30 spirits brands –some of which we own and distribute worldwide and others that we distribute for third parties in Mexico– has been developed over the years to participate in key categories with strong growth profiles, target the most relevant global spirits markets and address key consumer preferences and trends.
The strength of Cuervo’s brand portfolio is based on the profound heritage of its internally developed iconic brands, such as the Jose Cuervo® family of brands, combined with complementary acquisitions –Three Olives®, Hangar 1®, Stranahan’s®, Bushmills® and Boodles®–. Furthermore, the Company maintains a key focus on innovation, which over the course of the years, has allowed Cuervo to develop globally recognized brands internally, such as 1800®, Maestro Tequilero®, Maestro Tequilero Dobel®, Centenario®, Kraken®, Jose Cuervo Margaritas® and B:oost®, among its various brands, which are marketed and distributed in over 85 countries throughout the world.
Mission
As leaders, to satisfy Tequila’s clients and consumers needs worldwide.
In Mexico, to position our brands in different segments and categories, increasing Jose Cuervo’s value and brand equity.
To take competitive advantage of our vertical integration from agriculture to final consumer.
vision
Jose Cuervo should keep its Tequila’s World Leadership, and should be the leader in the Top Ten potential markets in the next five years, being recognized by its tradition and products’ quality.
In the next five years, to position Jose Cuervo in Mexico as the number one liquor and related mixers company, in revenue and market share.
To achieve sustained growth allowing the company to duplicate profits in five years and providing the shareholders higher returns than the market.
To be a Mexican-multinational employer of choice, attracting, retaining and developing the best human talent.
To continue to positively impact the communities where the company is located.
Values
In Jose Cuervo we have a strong Business Sense, adding value to all our activities.
In Jose Cuervo our activities are focused on Continuous Improvement.
Through Teamwork we improve individual and company performance.
We maintain a High Quality of Life that allows us to grow and develop, thus improving our overall performance.
In Jose Cuervo we treat people with Respect. We believe in and promote Integrity.
Communication and Commitment are fundamental elements of our work culture.
