Chatter on Books

Ted Genoways "Tequila Wars: Jose Cuervo and the Bloody Struggle for the Spirit of Mexico”

May 20, 2025
Ted Genoways, an award-winning author known for his work on farming and food culture, dives into the rich and tumultuous story behind tequila in his latest book. He unpacks the unsung legacy of Jose Cuervo, revealing the historical and cultural significance of tequila amidst political upheaval in Mexico. The discussion touches on Genoways' personal journey and family ties to the industry, innovative marketing ideas for the brand, and the fascinating interplay between tradition and modernity in promoting tequila as a global spirit.
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ANECDOTE

Family Bat Research Sparks Tequila Interest

  • Ted Genoways' interest in Tequila originated from his father's bat research in Jalisco, Mexico.
  • A casual trip to Tequila turned into a 12-year deep dive into the industry's history and culture.
INSIGHT

Tequila History Nearly Erased

  • The history of tequila was largely obliterated by the Mexican Revolution through intentional destruction of records.
  • This has made reconstructing the industry's past a complex challenge for researchers.
ANECDOTE

Diaries Reveal Cuervo Family Life

  • Ted found Guadalupe, an orphaned niece raised by the Cuervo family who documented their history in personal diaries.
  • Her unique writings provided vivid and intimate insights into the Cuervo household and that era.
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