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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question_answer 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.
insights 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.
question_answer 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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José Cuervo and the Bloody Struggle for the Spirit of Mexico
Ted Genoways
Of mice and men
John Steinbeck
Published in 1937, 'Of Mice and Men' by John Steinbeck is a novella that tells the story of George Milton and Lennie Small, two migrant ranch workers in California during the Great Depression. The narrative revolves around their dream of owning a small farm, a symbol of the American Dream. However, their plans are continually thwarted by circumstances, including Lennie's accidental killing of the ranch owner's daughter-in-law, which leads to a tragic conclusion. The book is known for its vivid portrayal of farm life, its exploration of themes such as loneliness, friendship, and the harsh realities of the labor system, and its objective narrative style. It has been widely adapted into stage and film versions and remains a significant work in American literature[1][3][5].
Beloved
Toni Morrison
Published in 1987, 'Beloved' is a work of historical fiction that delves into the aftermath of the American Civil War. The novel centers around Sethe, a Black woman who escaped from slavery in Kentucky and now lives in Ohio. However, her life is haunted by the ghost of her two-year-old daughter, whom she killed to prevent her from being taken back into slavery. The story is deeply intertwined with themes of mother-daughter relationships, the power of family and community, and the lasting impact of slavery on individuals and society. The novel introduces a mysterious figure named Beloved, who is the physical manifestation of Sethe's murdered daughter, and explores how this presence disrupts and ultimately transforms the lives of Sethe and her surviving daughter, Denver. Through a complex narrative that includes flashbacks, stream-of-consciousness monologues, and multiple voices, Morrison examines the trauma and resilience of those affected by slavery[2][3][5].
“Untold“ Chatter rolls with Claude, David, Jamie, Torie, and COB alum Mike Croley. All agree that Charlotte Bronte was more talented at 13 than any of us as adults. Mike explains tenure — liberating. David wins the pop quiz “name the book by the quote.” Award winning (as in James Beard) and best selling author Ted Genoways zooms in to share “Tequila Wars,” his massively researched and compellingly written take on the unsung and underreported Jose Cuervo, a real person with untold impact on Mexican history.