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Casa Cuervo, S.A. De C.V CUERVO INTRODUCCIÓN LaindustriadelTequila,unadelasmemorias Desdehacemásde200años,JoseCuervo, másantiguasdeMéxico,seentretejeconuna laempresamásantiguadeMéxicoyAmérica delashistoriasdelabicentenariaTequileríaJose L a t i n a , h a v e n i d o t r a b a j a n d o Cuervo.Asemejanzadelanaciónmexicana,el ininterrumpidamenteenlaconsolidaciónde Tequilanaciómestizo:delagaveamericanoy un prestigio fundado en la calidad de sus de los alambiques llegados de Europa, tequilas. A continuación se muestra una procedentes de una consonancia arábiga. semblanza de hechos trascendentes en la Comotestigopresencialdelosmomentosclave historiadelacompañía: del acontecer histórico nacional, Jose Cuervo hadesarrolladounfuertecompromisoconel país,compromisoque,antetodo,seexpresaen la inalterable calidad de su producto, que es reconocido como símbolo de la identidad nacional:elTequila. 1758. Jose Antonio de Cuervo recibe del Rey de Españaautorizaciónparaproducirvinomezcal. En 1758, el Rey Carlos IV de España otorga a Jose Antonio de Cuervo la concesión de un terreno en el estado de Jalisco, en el cual se instala una pequeña fábricaparalaproduccióndevinomezcal. 1781. Jose Prudencio Cuervo compra un terreno sobreelqueseconstruiráunadestilería. José Prudencio Cuervo compra un terreno de la Hacienda de Abajo, que con el tiempo albergaría la destileríaJoseCuervoyloscamposdeagavedondese produce el Tequila Cuervo. Con un nombre ya reconocidoenlaregión,Cuervoencuentratierrafértil alacualpoderllamarsuhogar. 1795. Jose María Guadalupe Cuervo adquiere título de propiedad del terreno y construye la primeradestilería. SetransfiereeltítulodepropiedaddelterrenoaJosé María Guadalupe Cuervo y se le otorga la primera concesiónparaproducirTequilademaneracomercial. JoseMaríamandaconstruirunadestileríaycomienzaa producirTequila:el“vinodelatierra”. CUERVO CUERVO 1810.IniciaGuerradeIndependencia. 1812. María Magdalena Ignacia Cuervo se casa conVicenteRojas;ladestileríacambiadenombre aFábrica La Rojeña. MaríaMagdalenaIgnacia,hijadeJoseMaríaGuadalupe Cuervo, hereda la destilería familiar. Se casa con VicenteAlbinoRojas,quienbautizaladestileríaconel nuevo nombre de Fábrica La Rojeña. El Sr. Rojas promueveelproductodelafamiliaenotrasregiones delaRepública. 1850.LasinstalacionesdelaFábricaLaRojeñase amplían,anticipandolallegadadelferrocarril. JesúsFlorestomaelmandodelaFábricaLaRojeña. Anticipandolaimportanciadelallegadadelsistema ferroviario, el Sr. Flores amplía el área de cultivo del agave y crea nuevas instalaciones para mejorar el procesodedestilación. 1873.Primerregistrodeexportación. Jesús Flores envía tres barricas al estado de Nuevo MéxicoatravésdeElPaso,Texas,completandoasísu primeraexportaciónalosEstadosUnidos. 1880.Cuervointroduceelusodebotellasparala distribucióndelTequila. Jesús Flores establece el uso de botellas individuales para la distribución del Tequila, en reemplazo de las Damajuanas que se usaban anteriormente. Con su saborfuerteysuprácticoenvase,Cuervoacompañaa los aventureros que constantemente cruzaban la fronteraentreMéxicoyEE.UU. 1893.SebrindaconCuervoenlaCiudaddelos Vientos. LosjuecesdelaFeriaMundialdeChicagootorganun premioespecialal“BrandyMezcaldeTequila”yal mismotiempoCuervoempiezaahacersepopularen losEstadosUnidos. 1900.JoseCuervo,ahorayparasiempre. Ana González Rubio se casa con Jose Cuervo Labastida.Estedescendientedirectodelpatriarcade la familia Jose Cuervo da un enfoque nuevo y modernoalnegocio.Suprimeradecisiónaprincipios delsigloXXfuebautizaralTequiladelafamiliaconel nombrede“JoseCuervo”. 1907.TequilaCuervoganaelGrandPrixde1907. El Tequila Jose Cuervo gana el Gran Premio, en la ExposiciónInternacionaldeMadridysureputación deserelmejorTequilaseextiendeaEuropa. 1909.TequilaCuervoganaelGrandPrixde1909. El Tequila Jose Cuervo gana el Grand Prix en la Exhibición Internacional de Higiene y Comida en París.Cuervoadquierefamamundial. 1910.InicialaRevoluciónMexicana. 1921.Unorgullosolegadocontinúa. DespuésdelamuertedeJoseCuervoLabastidayde suesposaAna,elnegociopasaamanosdeGuillermo FreytagSchrieryposteriormente asu hijoGuillermo FreytagGallardo. CUERVO CUERVO 1934.PrimercontratodedistribuciónconE.U.A. Se establece el primer contrato de distribución de TequilaCuervoenEstadosUnidos,paralamarcaJose CuervoEspecial,enCalifornia. DoñaGuadalupeGallardoGonzalezRubio,heredalas propiedadesdesutíaAnaGonzalezRubio,yadministra elnegocio. 1945.ExportacionesaE.U.A.alcanzan5,000cajas anuales. La exportación en volumen empieza a formar parte delquehacercotidianoparaJoseCuervo. ElCóctelMargaritaesintroducidoaEstadosUnidos. Jose Cuervo en la época de oro del cine mexicano dondeaparecensusproductos. 1964.JuanBeckmannGallardo. LafamiliaBeckmannseuneaCuervoatravésdeJuan BeckmannGallardoquiensehacecargodelnegocio familiar. 1972.JuanBeckmannVidal. DonJuanBeckmannVidaltomalasriendasdelnegocio e inicia una agresiva expansión doméstica e internacional. 1974. Las exportaciones alcanzan 500,000 cajas anuales. Jose Cuervo promueve el reconocimiento de la denominacióndeorigenparaelTequila.Losestados de Jalisco, Guanajuato, Michoacán, Nayarit y Tamaulipasobtienenestaprotección,porlocual,para 10 queunabebidaseaTequila,debecumplirtrescriterios: SerdeAgavetequilanaWebervariedadazul,proceder dedichadenominaciónyasítambién,ellugardonde suprocesodeelaboraciónserealice. “JoseCuervoYouAreMyFriend”,canciónéxitodela músicacountrydelaépoca.Lasrelacionespúblicas: unalaborintensa. 1982.Seabrenoficinasinternacionales. Ubicadas en San Antonio Texas y Misión Viejo California,soncreadasconlavisióndeuncrecimiento agresivodemercado. 1983.Exportacionesalcanzanunmillóndecajas anuales. Jose Cuervo continúa abriendo mercados y oportunidadesparalaindustriatequilera. 1994. Exportaciones alcanzan dos millones de cajasanuales. EléxitodelTequilaenlosEstadosUnidoscontinúa.En México el boom tequilero registra más de 400 marcas. 1995. Jose Cuervo celebra 200 años con la línea JoseCuervoReservadelaFamilia. Jose Cuervo celebra su 200 aniversario lanzando la línea“JoseCuervoReservadelaFamilia”.Añejadoa la perfección, embotellado y sellado a mano. Este generoso y exclusivo Tequila añejo es el éxito más recientedelafamiliaCuervo. CUERVO CUERVO 11 1998. Exportaciones alcanzan tres millones de cajas, logrando el 52% de participación del mercadoNorteamericano. JoseCuervoEspecialesunorgullodeMéxicoenel mundo,pueseselTequilademayorventamundial. JoseCuervohalogradocolocarenaltoelnombrede Méxicoanivelinternacional,exportandounadelas tradiciones mexicanas más arraigadas a más de 90 países.Orígeneshumildes,grandezaqueperdura. 2000. Jose Cuervo traslada sus oficinas internacionalesaNuevaYork,yabrenuevasen Miami,LondresyHongKong Para estar más cercano a los centros de consumo, agenciasdepublicidadydistribuidores,JoseCuervo reubicasusoficinasInternacionales. 2001.JoseCuervoinicialarenovacióndesuplana directiva con personal de experiencia Internacional. Juan Domingo Beckmann es nombrado Director Ejecutivo, toma control de las áreas de Ventas y Mercadotecnia. 2002.Renovacióndelcontratodedistribucióncon DIAGEOenE.U.A. Diageoseconfirmacomoeldistribuidordelostequilas delaLíneaJoseCuervoparaNorteamérica. DonJuanBeckmannVidalesnombradoelLíderdel AñoporlarevistaExpansión. 2003. Nuevo contrato de distribución para las líneas1800yGranCentenarioconSkyyenE.U.A. Skyy Spirits se confirma como el distribuidor de las líneas1800yGranCentenarioparaNorteamérica. JoseCuervocontinúaexpandiendoalianzasestratégicas dedistribuciónenEuropa,AsiayAméricaLatina. 2004. Jose Cuervo gana el Premio Nacional de Exportación. JoseCuervoobtieneelPremioNacionaldeExportación, estereconocimientofueentregadoporelPresidente delaRepública,VicenteFoxQuesada,enceremonia 1 realizadaenlaresidenciaoficialdeLosPinos. 2005–PremioJaliscoalaCalidad ObtieneelPremioJaliscoalaCalidad2005.Entregado porelC.GobernadorFranciscoRamírezAcuña. 2007–ResponsabilidadSocial Jose Cuervo obtiene el Distintivo de Empresa SocialmenteResponsable. 2007.PremioNacionaldeCalidad Jose Cuervo obtiene el Premio Nacional de Calidad 2006,entregadoporelC.PresidentedelaRepública, FelipeCalderónHinojosa. CUERVO CUERVO 1 PERFILDELAORGANIZACIÓN JoseCuervoesuncreadordemarcasypormediodeestaestrategiadeterminasupropio destino,yfijalosestándaresylineamientosaseguirparacadamercado. JoseCuervoeslaprimeramarcadeTequilaanivelmundial,laprimeramarcadeTequilaenlos EstadosUnidos,ylaprimeramarcadeTequila100%deagaveenMéxico.Tambiénlamarca JoseCuervoeslaoctavamarcamundialdevinosylicores,yquintaenlosEstadosUnidos. JoseCuervoeselsegundodistribuidorenimportancianacionalporfacturación,conliderazgo encategoríadeTequila100%,VodkasyRonesPremium. Sucadenaproductivaestátotalmenteintegrada,yaquesuoperaciónagrícola,destilación, envasadoydistribuciónestánperfectamenteenlazadosalolargodetodosuflujooperacional. Porlotanto,esimportantedestacarsucontribuciónencadaunadesusetapas: ComoAgroindustria,JoseCuervodesempeñaunpapelimportanteenelestadodeJalisco, tantoporlageneracióndeempleos,comoporlacapacidaddelograrexportacioneseinfluir eneldesarrollodeproveedoreslocalesalolargodetodalacadenaproductiva. Enestaetapa,valelapenamencionarqueJoseCuervoeselprincipalproductordesutipoal tenerasucargoalrededorde51millonesdeplantas(agaves)enaproximadamente28,000 hectáreasdeterrenoenlosestadosdeJalisco,NayarityMichoacán,conunainversiónsuperior alos85millonesdedólares. Enelprocesodeelaboración,JoseCuervotieneenoperacióndosplantasdestiladoras. La 1 primeradeellasestáenlapoblacióndeTequilaylaotraenelpobladodeLaLaja,municipio deZapotlanejo,ambasenelEstadodeJalisco. PlantaLaRojeñatieneunacapacidadde16 La planta embotelladora y el centro de millonesdelitros/año,unainversiónsuperior
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