The Sporkful How The Real José Cuervo Invented Modern Tequila
19 snips
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.
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Cuervo as a Folk Hero
- During Prohibition, smugglers sang border ballads about Jose Cuervo while transporting tequila across the Rio Grande.
- These folk songs made Cuervo a legendary figure among those risky journeys.
Hidden History of Jose Cuervo
- Many records of Jose Cuervo were destroyed to hide evidence of bribes during the Mexican Revolution.
- This secrecy explains why so little is publicly known about Cuervo's life and business.
Cuervo's Survival Strategy
- Jose Cuervo avoided public attention to survive volatile revolutionary times.
- This cautious low profile kept him alive, unlike many contemporaries.