José Cuervo Rebuilds a Tequila Empire

José Cuervo Rebuilds a Tequila Empire

Author: The HISTORY® Channel | Back Pocket Studios August 25, 2025 Duration: 34:06
HISTORY This Week
HistoryCultureEducationSocietySociety & Culture
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) -- Get in touch: historythisweekpodcast@history.com  Follow on Instagram: @historythisweek Follow on Facebook: ⁠HISTORY This Week Podcast⁠ To stay updated: http://historythisweekpodcast.com

This week, something big happened. You might have never heard of it, but this moment changed the course of history. A HISTORY Channel original podcast, HISTORY This Week gives you insight into the people—both famous and unknown—whose decisions reshaped the world we live in today. Through interviews with experts and eyewitnesses, each episode will give you a new perspective on how history is written. Stay up-to-date at historythisweekpodcast.com and to get in touch, email us at historythisweek@history.com.HISTORY This Week is a production of Back Pocket Studios in partnership with the History Channel.
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