Digital Transformation from HR: Jose Cuervo Rethinks Employee Experience

The world's No. 1 tequila company builds a new intranet customized for different employee profiles and needs.
Apps critical for employees
Only 3
clicks needed to purchase cuervo products
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Key Takeaways

  • User loyalty through unique individual experiences.
    Cuervo has 3 generations in its workforce, each with different backgrounds and interests, but with shared requirements that were addressed by the new personalized portal, from computer to mobile device.
  • From obsolete and rigid technology to IT independence.
    The new solution provides a new way for the HR team to manage content, and offers practical and modern intranet experiences, together with intuitive and user-friendly browsing. 
  • Collaboration is key to the portal's success. 
    From Logistics to Security, more than 5 different Cuervo teams work to provide services to the company's more than 3,000 employees.
  • It is possible to offer a complete shopping experience to employees. 
    The intranet now allows the purchase of the entire Cuervo portfolio, with general information on each product, shopping cart and payment through the portal, all in just 3 clicks.


In 1795, Jose Maria Guadalupe de Cuervo began selling the first Jose Cuervo Tequila Mezcal Wine after receiving the first official letter from the King of Spain to produce tequila commercially. Since then, Cuervo has been producing tequila at La Rojeña, the oldest active distillery in Latin America. Jose Cuervo has been making tequila for more than 250 years with the same experience, craftsmanship and recipes that have been passed down from generation to generation.

Today, Jose Cuervo is the No. 1 tequila in the world.
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The problems of the old intranet were basically concentrated in two environments: user experience and outdated technology.
  1. Technology over 16 years old, extremely rigid, unstable, and inefficient at times of high load. In addition, difficult to maintain and highly IT dependent.
  2. Simple services, such as vacation requests or room reservations, were complex and disliked by staff.  
  3. The shopping experience was far from what employees expected. During promotional periods with higher demand, people stopped working in order to shop, which resulted in unproductive employees, most of whom were unable to consolidate their purchases with the benefits of being employees.
Our new corporate communication media needed to be effective and provide an optimal user experience, and now that was finally possible with Liferay."
Loria Saviñon


To ensure success, acceptance and mitigate resistance to change, the project began with UX workshops to identify the needs, habits, and priorities of employees. The technological challenges were successfully met by forming a team incorporating different business areas of Cuervo and Growjet, a local Liferay Partner with vast experience in the region.


  1. New intranet with different online operations and links to other systems with new services and experiences in the same portal, with no need for the employee to use multiple systems.
  2. Centralized information for employees. The My Cuervo portal contains information such as remuneration details, meal plans available in the cafeteria, agreements, and more. As well as procedures and applications, help, general information such as mission, vision and values, and much more!
  3. Personalized communication. On the Cuervo intranet homepage, experiences, cultural content, and international activities are personalized for each user. All this is done in an intuitive way for content managers to publish content independently of the IT department, creating the necessary autonomy for Marketing and HR.
  4. 3-click shopping for any employee. From desktops to employee mobiles, everyone can purchase products in compliance with complex employee benefit rules, along with personalized suggestions for current products and promotions, specifications, shopping cart, and an end-to-end process supported digitally on the intranet.
  5. Collaboration with 7 different teams. The intranet brought together these teams to work together: 
    1. Marketing to update products for sale, such as images and descriptions. 
    2. Finance/Treasury with a simplified experience for sales control.
    3. Logistics for inventory management, invoicing, deliveries, and replenishment.
    4. Design with policy and process documentation, as well as audit reports.
    5.  HR for local policy management and communication. 
    6. Security to validate product flow and confidentiality of information.
    7. IT to strategically provide a secure digital solution, with an agile evolution and applications for employee self-service that can deliver greater value to the business areas.
With the success of the intranet project, Cuervo plans to take the platform to its different offices around the world, such as the United States, Canada, Spain and Australia. Each of those countries have different needs, with warehouses to manage and the intranet will be an optimized solution for all of that.

In addition, with Liferay, Cuervo saw the opportunity to facilitate the management of B2B relationships in a far more secure way.