José Cuervo Rebuilds a Tequila Empire
· 34 min · S6 E16
Episode José Cuervo Rebuilds a Tequila Empire
August 28, 1920. In the town of Tequila, fireworks burst overhead as people celebrate Mexico’s independence. Then… gunshots. Malachías Cuervo, heir to the famous tequila dynasty, has just reignited a bitter feud with his family’s rivals, the Sauzas.
For decades, his brother José Cuervo fought to rebuild the family business through drought, revolution, and political upheaval—turning a struggling operation into an empire. His tactfulness allowed Cuervo to survive as one of the most popular tequila brands in the world today.
How is José Cuervo able to navigate the Mexican Revolution, and a cutthroat industry? And what does his life reveal about the history of his country?
Special thanks to Ted Genoways, author of Tequila Wars: José Cuervo and the Bloody Struggle for the Spirit of Mexico.
Artwork: José Cuervo, ca. 1914 (colorized)
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