Brand story time: “How José Cuervo Taught the World to Love Tequila: A Masterclass in Branding and Global expansion”
- Blanca Ruiz
- Dec 8
- 3 min read
September 2025
Blanca Ruíz, Brand alchemist.
BRS BRANDING STUDIO www.brsbranding.com /
Brand and Identity Design, Graphic Design, Product development and Style GuideDesign and Logo design
Okay, I am Mexican, so it is very logical that I'm going to tell this story!
José Cuervo isn’t just a tequila — it’s the oldest active tequila brand in the world.
In México is about celebrations, heritage and pride!
Its story is basically a masterclass in branding, timing, and understanding the global market.
TIME LINE:
1758 — It starts with a piece of land.
The King of Spain grants José Antonio de Cuervo land in Jalisco to cultivate agave.
Nobody imagined this would become the birthplace of the tequila industry.
1795 — The first official license.
Cuervo gets the very first legal permission to produce and sell tequila.
Basically… they were tequila before tequila was “TEQUILA.”
1800s — The power of packaging.
While others sold tequila in barrels, Cuervo started bottling it.
This tiny move opened doors:
📌Easier to export
📌Consistent quality
📌And tequila suddenly looked like an actual product!
Branding lesson:
Sometimes your packaging design choice becomes your competitive advantage. It became something that you could display, gift, or collect.
1940s — Mexico to the world.
When American soldiers discovered tequila during WWII, demand exploded.
Cuervo doubled down on exports and became the tequila Americans associated with Mexico.
1945s 1970s — They invented the Margarita boom
Cuervo leaned into the cocktail culture in the US and embraced bold marketing:
Jose Cuervo began using the Margarita (Daisy) in marketing campaigns, leading with the slogan, “It’s more than just a girl’s name” in reference to the emerging cocktail.
This is a cultural branding strategy for international brand expansion.
🏆 Today: The world's most recognized tequila
Cuervo is exported to over 100 countries and remains a category leader.
What made them unstoppable?
Being first
Owning tradition.
Investing early in branding.
Understanding the culture they were trying to break into.
Staying consistent while evolving.
Brand Insight:
They didn’t wait for the world to understand tequila…
They taught the world how to love it by jumping right into the cocktail craze in the USA.
A master class in branding for global expansion for this mexican company.
I’m Blanca Ruíz, Brand Alchemist, and I specialize in helping international companies craft strategic brand identities that resonate with Hispanic audiences. With my experience in local market insights, cross-cultural design, and professional brand strategy, I ensure your brand:
Speaks authentically to local consumers
Builds trust and credibility
Stands out from the competition
Converts interest into loyal customers
Stepping into a new market can be daunting, especially when your brand lacks a heartfelt connection. The journey to success is paved with understanding and resonance.
Reach out to me today so we can weave a story that captures the essence of your brand, elevating its appeal in Mexico and the Hispanic markets. Together, we will ensure your international expansion is not just a venture, but a meaningful experience that touches hearts and opens doors.
What to do next?
Read my blog post to find if you need a brandworkshop
Book a call with me to see how can I help you according to the journey of your brand.
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