Early Life
Juan Domingo Beckmann Legorreta was born in July 1967, into the Beckmann family, which has a long history in the tequila industry. The Beckmann family has controlled the company for 11 generations since its founding in 1758. He is the son of Juan Francisco Beckmann Vidal, the company's honorary chairman.
Rise to Success
Beckmann Legorreta's career began at Casa Cuervo, the operating arm of Becle. He started as the Manager of Tequila Centenario and subsequently moved into new product development. He was instrumental in launching premium lines such as Jose Cuervo Reserva de la Familia. In 2002, he was appointed CEO of Casa Cuervo. Under his leadership, the company has received the Premio Nacional de Exportación and the Premio Nacional de Calidad awards.
Key Business Strategies
Under his leadership, Becle has focused on premiumization. The company went public on the Mexican Stock Exchange in 2017. He has also overseen diversification into rum, vodka, liqueurs, and energy drinks.
Philanthropy
The Beckmann family has a history of philanthropy, with a focus on Mexican art, culture, and environmental conservation through the Beckmann Foundation. The Beckmann Foundation supports initiatives in education, health, culture, and social innovation.