The Untold History of Jose Cuervo: Rivalry, Railroads, Revolution, & Tequila | #127

Ever wondered about the real story behind a bottle of tequila? It's not just about agave and distilling; it's a dramatic saga of revolution, political betrayal, and intense family rivalries. In this episode, we're joined by author Ted Genoways to uncover the incredible history of Jose Cuervo, a story that is far more turbulent and cinematic than you can imagine. We'll explore how one man's ambition to build a business empire became entangled in a bloody struggle for the very spirit of Mexico.

Join us as we dive deep into the subjects of Ted Genoways' groundbreaking book, "Tequila Wars." Discover how the tequila industry wasn't just a bystander but a central player in Mexico's national conflicts. We explore the bitter Cuervo and Sauza family rivalry, a competition that shaped not only the business but also the political landscape of Jalisco. Learn about the Porfirio Diaz tequila industry connection, where Cuervo's own uncle, Florentino Cuervo, was a key figure in the revolution that brought Diaz to power, only to be betrayed later. This complex saga reveals how these families navigated shifting allegiances and constant violence during the tumultuous era of tequila and the Mexican Revolution. From militia leaders running distilleries to the struggle to build modern infrastructure like railroads amidst national chaos, this conversation uncovers a lost chapter of history.

This episode peels back the label to reveal the true story behind one of the world's most famous spirits. We discuss how Jose Cuervo's project to rebuild his family's empire was a narrative of genius and resilience, culminating at the 1904 St. Louis World's Fair, a pivotal moment that forced the industry to modernize. Yet, just as Cuervo built the infrastructure for a global business, the revolution erupted, forcing distilleries to close and pitting figures like Pancho Villa against American interests right on the distribution lines. The full history of Jose Cuervo is a tale of how a regional spirit survived near-constant warfare to become a national symbol, ironically aided by the era of Prohibition in the United States. Don't miss this fascinating discussion about Ted Genoways Tequila Wars, a story waiting to be told.

About Our Guest:
Ted Genoways is an acclaimed author and journalist. His book, "Tequila Wars: Jose Cuervo, and the Bloody Struggle for the Spirit of Mexico," is the result of years of deep investigation into a history that many believed was lost forever. Sparked by family stories from his father, a bat biologist who worked in the agave fields of Jalisco, Ted embarked on a journey to uncover the archives and family secrets of the tequila titans, revealing their central role in the shaping of modern Mexico.

Timestamps / Chapters:
(00:00) The Secret History of Tequila
(02:52) The Real "Tequila Wars": More Than Just Business
(04:53) From Family Stories to a Historical Epic
(12:05) The Cuervo and Sauza Rivalry: A Battle for Tequila's Soul
(16:55) The Porfirio Diaz Era: Tequila's Role in National Politics
(22:37) Uncovering Lost History: The Challenge of Research
(26:59) How Railroads Became Critical for Tequila's Expansion
(34:41) Surviving the Mexican Revolution and Pancho Villa
(38:59) How the 1904 St. Louis World's Fair Modernized Tequila
(44:59) Will "Tequila Wars" Become a Movie or TV Series?