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Jose Cuervo

Background / Challenge:

With over a third of the entire world’s tequila market share, Cuervo is synonymous with tequila. As one of the world’s first tequila producers, and also the first to bottle it, Jose Cuervo has continuously innovated and led the category.

In 2012, Proximo Spirits (one of our clients) took control of distribution and marketing for Jose Cuervo. They came to us to help revitalize and “update” the brand to appeal to new audiences, and also to help their higher-end “Tradicional” line compete with other growing tequila brands, such as Patron and 1800.


To determine the strengths and weaknesses of the brand, as well as opportunities, we completed our proprietary brand assessment. After learning about the space, the brand and consumers, we helped Proximo create and evaluate ad campaigns, select spokespeople, and update their packaging and messaging.


Jose Cuervo, the world’s biggest and oldest tequila maker, continues to dominate the tequila category and has expanded its portfolio to include higher-end, craft tequilas, several of which have consistently scored amongst the world’s best-tasting in the category. In 2016, they experienced revenues of $1.2 billion


  • B2C
  • Brand Strategy
  • Brand Naming
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