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Players include liquor giants like Pernod Ricard and Jose Cuervo, plus small entrepreneurs like Hagar.
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The main distilleries in Tequila are Jose Cuervo and Casa Herradura.
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It also holds the rights to distribute Jose Cuervo products in North America.
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Corona is not owned by a publicly traded company, but Jose Cuervo is, and Jose Cuervo is a staple on Cinco de Mayo.
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"This is actually bringing alcoholic beverages into the modern era, " says Guy Smith, an executive vice president at Diageo, the world's largest distiller and maker of such well-known brands as Johnnie Walker, Smirnoff, Jose Cuervo and Tanqueray.
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For the past seven years, instructors have crossed the country offering driver-education seminars and recruiting conscientious drivers to compete in the Brandhouse Number-One Taxi Driver competition, sponsored by the South African distributor for liquor brands including Jose Cuervo tequila and Smirnoff vodka.
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