Jose Cuervo

Why Diageo Is Seeking to Buy Jose Cuervo

Filed under: Spirits

By: David Kiley

United Kingdom drinks giant Diageo is believed to be considering a bid to buy the historic and iconic Jose Cuervo Tequila brand, the biggest Tequila brand and operation in the world, from the Beckmann family whose family tree traces to the original Antonio de Cuervo and a Mexican land grant from Spain in 1758 to start a blue agave farm.

Diageo already controls most of the distribution of Jose Cuervo. But media reports on both sides of the Atlantic say the beverage company, which also owns Guinness and a raft of other spirits brands, including Johnnie Walker Scotch Whisky, Tanqueray Gin and Crown Royal Canadian Whiskey, would pay perhaps $2 billion to own it outright.

The reason for Diageo's interest is open for speculation for now, since neither side is doing much talking. But Tequila consumption has been growing, though 84 percent of world consumption is still concentrated in Mexico and the U.S., according to Just-Drinks.

Tags: Diageo, Jose Cuervo, spirits, Tequila, The Beckmann Family

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Jose Cuervo Tequila to Sponsor Sauber F1 Team

by Noah Joseph (RSS feed) —

Filed under: Spirits, Sports

As tequila enters the mainstream as a premium spirit alongside the likes of vodka and whisky, so will it need a platform to promote itself. And few fora are proving as fitting as motor racing.

After rival distiller Patron promoted its sponsorship of individual teams in the American Le Mans Series to title sponsorship of the entire championship, Jose Cuervo has announced a new deal that takes them straight to the very pinnacle of motor racing: Formula One. The tequila company will be sponsoring the Sauber F1 team, and announced the deal shortly after the team signed Mexican driver Sergio Perez to race its cars this season.

Although Sauber may not be among the top teams today, it has fielded some of the best drivers in the sport, including world champions Kimi Raikkonen, Jacques Villeneuve and Sebastian Vettel. Though its best results came during the BMW years in 2007 and 2008 when it placed second and third in the championship, the team has since returned to using Ferrari engines.

Tags: cuervo, f1, formula 1, formula one, Jose Cuervo, sauber, sauber f1, sauber f1 team, tequila

Ten Terrific Tequilas To Ring In Cinco de Mayo

by David Kiley (RSS feed) —

Filed under: Spirits

Drinking tequila if you get drawn out to the bars on Cinco de Mayo is a must. Consider the obligation akin to ordering Guinness on St. Patrick's Day.

But instead of just imbibing some mysterious "ita" drink conjured by the bartender (though some of these can be very nice), consider trying a new brand straight and chilled in order to really note the flavors.
Not a lot of Tequila gets consumed straight in the U.S. For many, they don't want to see it unless its in a traditional margarita, or otherwise tarted up with lots of fruit.

Here is my guilty pleasure when I'm not drinking it chilled and straight. Take a shot of tequila, and a 100% fruit frozen popsicle. Cut the the popsicle off the stick into a blender, add the Tequila, blend, and serve. Garnish with lime and or salt on the rim of the glass as with a standard margarita, or get jiggy with the salt. Blend the salt with orange zest, or fresh ginger, or fresh rhubarb, mint, or even basil. Be your own mixologist.

You can also use frozen fruit in a bag, but the popsicle approach makes for a perfect serving size, and friends get a kick out of it.

Gallery: Ten Terrific Tequilas for Cinco de Mayo

Tags: Casa Noble, cinco de mayo, Don Julio, Jose Cuervo, Patron, Tequila, Tequila Anejo, Tequila Blanco, Tequila Reposado

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Ltd. Edition Jose Cuervo 250 Aniversario Tequila

by Jared Paul Stern (RSS feed) —

Filed under: Spirits

This fall Jose Cuervo will release a limited edition 250 Aniversario Tequila retailing for $2,250. The special bottling commemorates the historic birth of tequila production and the establishment of 10 generations of Cuervo family tradition: on November 2, 1758 King Carlos of Spain granted Don Jose Antonio de Cuervo the first plot of land on which to cultivate agave. In anticipation of the 250th anniversary, expert Jose Cuervo jimadores planted blue agave on the same land granted in 1758 and used these estate-grown plants exclusively in the production of Jose Cuervo 250 Aniversario. This precision was utilized to ensure every decanter maintains a direct link to this historic event and pays tribute to the centuries of labor and family passion that led to the creation of an industry.

Jose Cuervo 250 Aniversario is a 100 percent blue agave Extra Añejo Tequila blended from the most select tequilas in the family's reserve and aged in a unique double-cask method. The best of these Extra Añejos, aged in toasted new American Oak barrels for a minimum of three years, were selected by the master distiller and blended together to achieve a superior tequila. The distinctive blend was then finished for 10 months in Sherry casks originating from Spain. The decanter was inspired by the original glass bottle first used by Jose Cuervo to ship Tequila to towns throughout Mexico. Each comes packaged in elegant oak gift box and will have its sequential number etched into the glass, certifying the product's rarity and authenticity.

Tags: agave, Jose Cuervo, JoseCuervo, Mexico, Tequila

Jose Cuervo 2008 Ultra-Premium Tequila Vintage Reserve

by Rigel Celeste (RSS feed) —

Filed under: Spirits

The number 13 can swing both ways when it comes to being lucky or unlucky, but Jose Cuervo seems confident that for them the pendulum is firmly on the "good luck" side for their 13th edition of Reserva de la Familia. The Reserva de la Familia line is considered to be a collectible masterpiece by connoisseurs around the world, and the 2008 edition is no exception. Made from 100% pure blue agave that's hand-selected and grown in some of the best volcanic soils, the vintage reserve comes in a handcrafted wooden box featuring a different Mexican artist every year -- this year Fernanda Brunet was chosen.

The 2008 Jose Cuervo Reserva de la Familia will be available in the U.S. starting in March for approximately $100/
bottle.

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Tags: jose cuervo, JoseCuervo, Reserva de la Familia, ReservaDeLaFamilia, reserve, tequila

Jose Cuervo Flavored Tequilas

by Deidre Woollard (RSS feed) —

Filed under: Spirits

A few weeks ago I mentioned the new Voodoo Tiki line of tequilas. Now the big name in tequila, Jose Cuervo, has announced their entry into the flavored tequila business. They are launching three new tequilas: Citrico, Oranjo and Tropiña. Citrico is citrusy, Oranjo has an orange flavor and Tropiña uses pineapple and other tropical fruit flavors. Th new tequilas will be introduced during the AVP Pro Beach Volleyball Tour and sampling events will take place in cities this summer. The 750 ml bottle will retail for $16.99 to $18.99. The new flavors are expected to appeal to younger drinkers (21 to 30) who are already accustomed to drinking flavored vodkas. I enjoy some of the flavored vodkas but tequila, like gin, has such as strong base flavor that I am not certain how much adding additional flavors will add to the enjoyment. At least the flavors Cuervo chose seem like they would harmonize with the essential agave flavor unlike some of Voodoo Tiki's more outlandish flavor options.
[via Promo Magazine]

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Tags: alcohol, booze, flavored tequila, jose cuervo, new liquors, tequila

Jose Cuervo Black Medallion

by Deidre Woollard (RSS feed) —

Filed under: Spirits

The latest addition to the Jose Cuervo line of tequilas is Jose Cuervo Black Medallion, a super-premium Tequila that will be available in stores this month. Cuervo Black is an añejo tequila aged in charred oak barrels. The new brand is designed to appeal to Cuervo drinkers as they, and their palates, age and mature. Cuervo Black is aged at least 12 months and the charring process on the barrels is designed to remove impurities and give the tequila a deeper oaky flavor. The new tequila sells for around $20.

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Tags: anejo, jose cuervo, liquor, spirits, tequila