For anyone who has ever raised a glass of tequila in Guadalajara or at lakeside, or gazed across the UNESCO-protected agave fields of the Valle de Tequila, the name José Cuervo will be unequivocally familiar.
But how much do we really know about José Cuervo Labastida y Flores, the man responsible for fashioning the world’s most popular tequila brand?
A new book, “Tequila Wars: José Cuervo and the Bloody Struggle for the Spirit of Mexico” by Ted Genoways, is now revealing the extraordinary life of this enigmatic figure whose name adorns millions of bottles each year. And it’s causing quite a ripple, earning a review in The New York Times and sparking conversations across the region.
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