Innovative CEO of the Year – Juan Domingo Beckmann, CEO, Casa Cuervo

|   By Santiago Gutiérrez   |
How do you define your leadership style?
“I think I am participative, but I would like to be more so, to take more time to listen.” It’s not about adopting a democratic style, Beckmann emphasized, because at the end of the day, it’s just one person who has to make the hard decisions. He thinks the leader of the future will have to be innovative, fast, tenacious, honest and a long-term thinker. They will have to offer products with high value-added, take risks, surround themselves with the best people, and be able to admit errors.
Casa Cuervo sells more tequila than anyone else in the world. Its brand, José Cuervo, has consistently been one of the most recognized producers of the Mexican liquor, but now its president, Juan Domingo Beckmann, is bringing youth and innovative talent to its 200-year-plus history.
Part of his formula is to change the company’s product range. In November 2014 Casa Cuervo agreed to a brand exchange with its former distributor and now its competitor, the British firm Diageo. It completely ceded its premium Don Julio brand of tequila, and in return received the brand of Irish whiskey Bushmills, plus more than $400 million. With that exchange, Casa Cuervo began to establish itself as a multi-brand and multi-category company.
“We were a company in which 80 percent of our sales were tequila. We wanted to get rid of that dependence,” Beckmann told Latin Trade. After the transaction, tequila’s share declined to 68 percent …

Click here : Log In To Read The Full Story
Subscribe to latin trade magazine
Click here to begin a subscription for Latin Trade magazine, available both in print and online.
Subscribe to lt.com
Click here to begin an online subscription to LT.com, with its extensive ranking, indices, and market intelligence on Latin America.
Subscribe to free Newsletter
Subscribe here to our free newsletter – getting the latest business headlines from Latin America in your inbox every day.
LOGIN
FOR READ MORE LOGIN
LOGIN
LOGIN
Forgot your password
SEND
READ MORE
Aenean sollicitudin, lorem quis bibendum auctor, nisi elit consequat ipsum, nec sagittis sem nibh id elit. Duis sed odio sit amet nibh vulputate cursus a sit amet mauris. Morbi accumsan ipsum velit. Nam nec tellus a odio tincidunt auctor a ornare odio. Sed non mauris vitae erat consequat auctor eu in elit.Aenean sollicitudin, lorem quis bibendum auctor, nisi elit consequat ipsum, nec sagittis sem nibh id elit. Duis sed odio sit amet nibh vulputate cursus a sit amet mauris. Morbi accumsan ipsum velit. Nam nec tellus a odio tincidunt auctor a ornare odio. Sed non mauris vitae erat consequat auctor eu in elit.
Read the current issue of Latin Trade Magazine

Access Denied

Please log in or register

Read Our Latest Issue

FOLLOW US

Walmart Special Report

Walmart Special Report