This paper will attempt to discuss the global market in relation to the Jose Cuervo Company. Typically we think from the perspective of a U.S. company operating abroad in other countries and that company dealing with the various things overseas, this paper will look at a foreign company and its marketing decisions here in the United States.
Lets start with who, what, why, when, and where, or basically a history of the company and what they are doing here in the alcoholic beverage market in the U.S. According to cuervo.com the company got started in 1758 by Don Jose Antonio De Cuervo from a land grant from the King of Spain, in a region of Mexico called Jalisco. In 1795 King Carlos IV of Spain granted the Cuervo family the license to produce tequila. Tequila is derived from the blue agave plant which is only grown in two regions of Mexico, Jalisco and Tequila. The Spanish settlers learned from the natives how to obtain the juice from the agave plant (which is not a cactus, it is a relative of the lily) called pulque and then added distillation process to it to come up with tequila. Pulque by the way is almost beer like and smells and tastes like sweaty feet. The margarita is the most popular drink containing tequila and it origins go back to 1938 at a bar in Mexico where a bartender named the drink after an exotic dancer. The actual word margarita means daisy in Spanish. The Cuervo set up its Fabrica de la Rojena in 1812 and is the oldest distillery in operation in Latin America. The Jose Cuervo Company is said to have the oldest example of commercial branding still in use, they used a crow on the barrels because many of the consumers in Mexico were illiterate. Along with the crow all ...