Jose Cuervo tequila is Mexico’s iconic brand. Now known around the world, Cuervo and Mexico are indelibly branded together. There may be people in China or Zimbabwe or Paraguay who think that Coca Cola or McDonald’s are products of those countries, but nobody doubts where Cuervo comes from. This unique victory of branding stands alongside another Cuervo triumph – the conversion of tequila from a barely respectable drink generally disparaged as suitable for the lower classes into THE acceptable national spirit.The Institute of the Americas’ will honor the man behind this transformation by presenting its Business Leadership in the Americas Award to Juan Francisco Beckmann Vidal, President of Jose Cuervo S.A. de C.V. The award ceremony and Mr. Beckmann’s presentation on Branding Mexico: Jose Cuervo’s Experience and Vision of the Future will be followed by a Jose Cuervo tequila tasting. Reservations are necessary. Must be at least 21 years old to attend.

Juan Francisco Beckmann Vidal received the reigns of Casa Cuervo in 1972 when he was 32. His first challenge was to professionalize and internationalize the company. He succeeded not only in this challenge but in turning Jose Cuervo into a symbol of distinction in Mexico and globally. The company today produces and markets Jose Cuervo tequilas and distributes other spirits worldwide. Juan Beckmann’s talents extend beyond this transformation. He says his is a rural industry, and he dreams of integrating the 30 million Mexicans who live in rural areas into the global economy. Beckman is considered a formidable promoter of the agave-producing region (the Tequila Route is among the 10 most important tourist destinations in Mexico), of philanthropic activities, and of Mexico in the world arena. He will share how he and Jose Cuervo succeeded in the world stage and his vision of Mexico’s competitiveness in the future.