From royal concession to the oldest active distillery in Latin America
The history of José Cuervo begins in 1758, when Don José Antonio de Cuervo y Valdés received land near the town of Tequila in the state of Jalisco from the Spanish King Ferdinand VI – with permission to cultivate Blue Agave plants there. In 1795, his son José María Guadalupe de Cuervo obtained the first official license from King Carlos IV for the commercial distillation of an agave spirit, the so-called Vino Mezcal de Tequila. This date is considered the birth of the tequila industry. In 1812, the family founded the La Rojeña distillery in the town of Tequila – it remains the oldest continuously operating distillery in Latin America to this day.
Over the course of the 19th century, La Rojeña changed hands several times until José Cuervo Labastida took over the distillery, restored its historic name, and bottled the spirit for the first time. By 1900, the "Jose Cuervo" brand was firmly established. Today, the company is managed by the Beckmann family, who are direct successors of the founders and have kept José Cuervo in family ownership to this day.
Agave, volcanic soil, and craftsmanship at the La Rojeña distillery
José Cuervo owns the largest agave stocks in Mexico, grown in the volcanic soils of Jalisco. The Blue Weber Agave – the only legally permitted raw material plant for tequila – grows there in a climate that shapes its sugar content and aromatic depth. After the harvest, the piñas, the fleshy hearts of the plant, are cooked in La Rojeña for 48 hours: 36 hours with direct steam, followed by 12 hours with residual heat. The agave juice obtained in this way is then double-distilled in copper stills.
For the premium Reserva de la Familia line, only fully ripe agave from the most productive plots of the family fields is used. La Rojeña – in the heart of the town of Tequila, a small town designated as a Pueblo Mágico – is not only the historic centerpiece but also the place where the highest-quality bottlings are created. Additionally, Cuervo produces at other facilities in Jalisco and bottles centrally in Guadalajara.
A range from entry-level to Extra Añejo
The spectrum ranges from the accessible entry-level range to elaborately crafted aged bottlings. The Tradicional Reposado – 100% Blue Weber Agave – spends several months in oak barrels and combines cooked agave notes with mild vanilla and a dry, slightly spicy finish. It is suitable for drinking neat at room temperature, on ice, or as a base for classic cocktails such as the Margarita or Paloma.
At the other end is the Reserva de la Familia: The Extra Añejo matures for at least three years in a combination of new American and French oak barrels with different toast levels. The result is complex aromas of dark fruit, walnut, and chocolate with a long, velvety finish – a tequila that is drunk neat, best in a small nosing glass.
