The Sporkful
How The Real José Cuervo Invented Modern Tequila
May 5, 2025
Ted Genoways, a journalist and author, dives into the fascinating life of José Cuervo, the man behind the world’s best-selling tequila. He uncovers Cuervo's dramatic navigation through the Mexican Revolution, political alliances, and business rivalries. The story reveals how he powered through Prohibition-era challenges to shape the tequila industry. Genoways also shares insights from his new book, "Tequila Wars," highlighting Cuervo’s hidden legacy and the cultural significance of tequila woven into the fabric of Mexican history.
33:40
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Quick takeaways
- José Cuervo's rise to success involved navigating not only family rivalries and aggressive business practices but also complex political dynamics during the Mexican Revolution.
- The establishment of a tequila makers' union by Cuervo aimed to ensure mutual benefit and sustainability amidst Prohibition challenges, highlighting the importance of cooperation.
Deep dives
The Origins of Jose Cuervo
Jose Cuervo's legacy begins with his great-great-grandfather, who cultivated agave plants in Mexico’s Tequila Valley, laying the groundwork for the tequila industry. His family transformed their small operation into a burgeoning business, branching out as different family members adopted contrasting strategies—one emphasizing partnerships while another resorted to burning competitors' distilleries. Consequently, the evolving dynamics and rivalries within the Cuervo family illustrate a classic struggle of diplomatic versus aggressive business practices amid a growing competitive landscape. This historical backdrop sets the stage for how Jose Cuervo would rise to prominence while navigating familial complexities and external threats.
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