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Our History...

In 1945 at 16 years of age, Mr. Jose Villanueva, Celia Villanueva’s father, was presented with a golden opportunity, which he followed  thorough by his young business vision.

His golden opportunity was to become a partner in a small liquor factory offered by a Spanish gentleman by the name of Ramon Gutierrez. Mr. Gutierrez, who was 84 years old, proposed that they each invest $6000.00 Dlls (60,000 Mexican pesos) to begin their dream of a successful liquor business.

In 1948 Mr. Villanueva married Celia Barragan. One year later he and his lovely bride decided to purchase the remaining 50% of the liquor factory, which at the time was named "Licores Veracruz S.A de C.V".

In 1970’s the Villanueva- Barragan four children Jose, Maricela, Mario and Celia Villanueva  join the family distillery and learned the liquor business and its family values. Thought-out the years, they opened their own distribution companies in Mexico and the US, continuing and growing the family excellent brands and traditions.

In the order to offer the connoisseurs a better products and presentations due to the everyday market changes, the Villanueva children started to develop new product Lines. This was done according to the necessities of our time. The perfection of the formulas and the elaborate processing is constantly being improved. LICORES VERACRUZ began a new legacy on fine liquors. The Villanueva family is proud to pass this excellence on to our valued customers and the next generation to come.

With the dream to expand the family brand portfolio, Celia Villanueva decided to move to the Unites States and open Mexcor International in Houston, TX. In 1989

Today Eduardo J. Morales Villanueva, President of Mexcor has expanded the business into becoming one of the fastest growing importing companies in the United States. The word that best describes our formula is “Passion”.