subject: The Popular Jose Cuervo Tequila [print this page] A few ounces of Jose Cuervo brand tequila, is what you will most likely be served, if you happen to order tequila at a bar in the USA. Nineteen percent of all agave liquor that is consumed worldwide, will actually have been poured from one of those golden yellow Cuervo bottles. The company's advertizing, which suggests the distillery dates to a long ago period of Mexico's history, is more than just a marketing ploy. The fact is, their claim that they are the first ever producers of tequila historically, is likely correct, as their original distilling facilities date back to an era of Spanish colonization of Mexico.
In 1758, in the Mexican state of Jalisco, Antonio de Cuervo built an agave farm, according to their history. After successful farming for 37 years, the Spanish crown (which still controlled the region) gave the family permission to begin distilling tequila; production began when they finished building a factory on the property. Their wares were exported to the United States in 1873, and the official Jose Cuervo name was created in 1900. The company is still owned and run by descendents of the original farmers to this day.
Aficionados will know that tequila is sold in two varieties: 100% agave type, and 'mixtos', a mix of the original spirit with sugars and other ingredients. It is mostly sold and served as mixto, the way the majority enjoy Jose Cuervo tequila; 51% of it is fermented from the agave, but the other 49% is made from other sugar sources. This is a more economical arrangement. However, the brand does have two lines of pure stuff: Tradicional, and Reserva Familia.
Several songs have been written about tequila, and it's no wonder when one considers the popularity of the agave-based alcohol on the party scene. Country singer Shelly West released 'Jose Cuervo' in 1983, and it became a number-one hit on the Billboard Country chart. The lyrics tell the story of a woman who wakes up on a Sunday morning, having drunk too much of the agave liquor the night before, and wondering what she did and how her night turned out.
Another Billboard top hit on the country charts came in 2002, with the release of Tracy Byrd's upbeat single 'Ten Rounds with Jose Cuervo'. It also peaked at number 26 on the mainstream charts, making it a decent crossover success. Its story follows a despondent young man whose heart has just been broken. As he sits at a bar drinking tequila, he begins to do crazier and crazier things with each round. The ending of the song sees the narrator forgetting what round he's currently on, and with a shrug, he starts counting from one again.
It's no doubt that Jose Cuervo is one of the most recognizable brands of tequila, never mind alcohol, in the world. With the continued control by the original farm owners and its strong history in Jalisco, it's truly a Mexican success story. Its popularity is worth a toast next time you find yourself with salt on your hand and a lime wedge next to you.
