Aggressive Cuervo Adds Satellites
could count Saddam Hussein's Scud missiles during the Gulf War, why couldn't we know how many agave plants were there in the fields?" said Ricardo Tellez, Cuervo's chief executive officer.
That's a crucial number because it takes seven to eight years for an agave plant to mature Moncler Sale Discount. Cuervo hopes that by keeping careful track of the crop, it can ensure there's always plenty of raw material on hand.
"If we see a shortage, we can plant our own agaves according to our consumption forecasts," Tellez said.
The company's agile management, coupled with robust exports, has helped Cuervo weather Mexico's deep recession. accounting for 2.7 million, almost triple the 1 million cases the company sold in Mexico.
To keep the exports flowing, Cuervo plans to spend $25 million and $35 million on marketing this year. The company, which produces 100,000 liters a day of tequila at two distilleries in the state of Jalisco, had sales of about $200 million last year. The family-controlled company declined to release earnings figures Nike Kobe 9 Elite Officially Unveiled
The company's marketing efforts can be pretty splashy.
In 1995, Cuervo leased an 8-acre island in the Caribbean which it promptly dubbed the "Republic of Cuervo Gold." The company plans to petition the United Nations for a seat as the 192nd member of the General Assembly, as well as for permission to enter a beach volleyball team in the Atlanta Olympic Games.
"We want people to associate Cuervo with having a good time," Tellez said. "Cuervo should be like Nike shoes, it should be a lifestyle."
The ad campaign is the brainchild of Cuervo's partner, International Distillers and Vintners, the liquor unit of Britain's Grand Metropolitan Plc. yuppies. It wants to persuade Americans to drink the stuff straight, the way it's consumed at home.
To that end, it has introduced Reserva de la Familia, a special, 3-year-old tequila that sports a smoother taste <a href="Buy Kobe 9 Online. Cuervo is marketing the premium-priced product as a digestif.
Investors who would like to place a bet on Cuervo's future may soon get a chance. To pay for its expansion plans, the company is considering selling as much as $50 million in bonds to global investors.
Some of the money would be used to develop cloning techniques for Cuervo's agave plants. Through biotechnology the company hopes to reduce the number of years it takes an agave to mature, officials said Nike KD 7 Discount
