You may recognize Jose Cuervo as the name of Mexico's iconic tequila brand. But Cuervo was also the driving force behind centralizing several tequila producers within his family's growing business empire. In Tequila Wars: Jose Cuervo and the Bloody Struggle for the Spirit of Mexico, author Ted Genoways draws from Cuervo's family records and personal diaries to argue that Cuervo was a shrewd businessman and political player who navigated the tumultuous landscape of late 19th- and early 20th-century Mexico.
The book highlights much of Cuervo's rise through the Mexican tequila business, as well as his role in Mexican politics. Cuervo's efforts to modernize tequila production, establish international trade routes, and form strategic alliances during the Mexican Revolution were pivotal in transforming tequila from a regional spirit that wanted to export more into the United States into a global commodity. A particular focus of the book is Cuervo's role during the Mexican Civil Wars of the 1910's. One story recalls his daring escape on horseback from his Guadalajara mansion in 1914, as Pancho Villa's revolutionary forces closed in.
Tequila Wars incorporates historical events with personal anecdotes from the author to provide a comprehensive view of Cuervo's impact on Mexican industry and political history during a time of profound change and revolution in the country. Genoways not only revives the legacy of Cuervo but also highlights the intertwined histories of Mexico and its most famous export.
MY RATING: 4
