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Who hasn't heard of José Cuervo? The brand is ubiquitous. But the man? Few know his story. In <a href="https://wwnorton.com/books/9780393292596">Tequila Wars: José Cuervo and the Bloody Struggle for the Spirit of Mexico</a>, award-winning journalist <a href="https://www.instagram.com/tgenoways/">Ted Genoways</a> turns his eye on Cuervo himself and chronicles how he transformed a struggling family business into an agave kingdom
all while navigating death threats from Pancho Villa and being branded a public enemy of the United States
Evan Kleiman: Your book starts out in the tumultuous late 1800s
there are political coups and there are two family names that are prominent in the valley of tequila — Cuervo and Sauza
Give us some background for these two families and how they gained a foothold in this budding tequila industry
and the 1904 World's Fair changed the way Americans drink
Ted Genoways: The Cuervo family is really the first to come into the Tequila Valley and make an empire of making the spirit that was then called vino mezcal
which is to say a wine made from the mezcal plant
They were really the lords of the Tequila Valley for a century before José Cuervo was born
But at the same time that he was a child and was learning to make tequila
on the neighboring estate was a young man named Cenobio Sauza
who was also learning the trade and was starting to build an empire of his own
Through the late 19th century and the early 20th century
the leaders in the industry were the Cuervo and Sauza families
and those brands remain at the top of the industry today
the Cuervo and Sauza families gained a foothold in the budding tequila industry
Tell me a little about the border between the US and Mexico at this time
what the tequila industry recognized is that American drinkers were willing and able to pay a great deal more for their product than Mexicans could
So the industry made an effort to try to get their product to the border and to American drinkers
the railroad network in Mexico was far behind that in the United States
so the first obstacle that they faced was trying to get railroads built
and especially to get North-running railroads so that they would be able to reach the border
Much of the late 19th century is about José Cuervo and Cenobio Sauza working to lobby the government to build these railroads so that they could move their product north
That put them in cooperation at various times as they were sharing this interest and trying to expand their market but it also sometimes put them in competition as they had different ideas about how this should be done
This is the beginning of this complicated relationship between the two families
José Cuervo takes this new railroad line that's finally built to St Louis to debut his product at the <a href="https://www.slam.org/teachers-students/educator-resources/art-along-the-rivers/art-on-display/1904-st-louis-worlds-fair/">1904 World's Fair</a>
Describe the scene and what was in the bottles that he took with him
Would we recognize the tequila that José Cuervo was making in 1904 as the same product that we drink today
The tequila that was being made over a century ago when Cuervo first took over his family business would have been
transitioning over from in-ground ovens that impart the smoky flavor that we think of as typical of mezcal to using steam ovens that are typical of the tequila industry
The difference is that the range of agaves that were used at that time is wider than it is now
So I think we would recognize it as tequila but I think it would probably be a bit of a wilder flavor to us
something that would seem a bit more raw than what we're accustomed to with the tequilas that are made today
But this was the beginning of introducing this product to the American drinker
at a place where everything was aiming toward electrifying and modernizing
Cuervo was seeing all of these new technologies and also becoming aware of American tastes
So the modifications that were happening were partly technological but also partly aiming toward the American palate and figuring out what American consumers would prefer
showing the column stills installed by Jesús Flores
The vision of modernity and the future it displays and all the different exhibitions to fairgoers is truly another world at that time
What was Cuervo's takeaway from his exposure to this kind of modernity when he goes back to Jalisco
The main thing that he recognized is that if the industry didn't modernize quickly
What he was seeing was machine-made bottles and all of the products and the new technologies that relied on the telegraph and on electricity
What he recognized was that they needed to have the railroad built to Tequila right away
They needed to have electricity that would be carried on lines that would be erected next to the railroad tracks as they made their way through the valley
He recognized that they needed new technology
They needed steam-powered equipment that would produce more tequila
they needed to be part of the modern world
the working class becomes increasingly disgruntled
as they see the rich benefit and foreign companies gain contracts in Mexico
Can you set the political scene and how Cuervo and his colleagues navigate these shifting tides
They recognized that people were disgruntled
They recognized that this new technology was also allowing people to move and to communicate better
So labor organizers were coming into Tequila and communication was traveling over the wire and newspapers were popping up that were sharing information
recognized was that the industry needed to respond
It needed to do more for its workers and for the town of Tequila
They needed to try to play an active role in stabilizing the politics of the country
Cuervo's grand plan was to try to keep <a href="https://en.wikipedia.org/wiki/Porfirio_D%C3%ADaz">Porfirio Díaz</a>
in power who had been ruling over the country since the 1870s but to modernize and to liberalize at the level of the state government
And he played a very active role in trying to shape who would be the governor and eventually was appointed to be the speaker of the state congress as well
So he got directly involved in politics and tried his best to show that there was progress that was perhaps slow and steady but would not cause the disruption that revolution would bring
It was during this time of unrest that Cuervo and his colleagues formed a union of tequila makers
which is considered to be the first Mexican cartel
What was their vision and did it bear any resemblance to the modern cartel
I think this was the great revelation of all of the research in this book
that Cuervo recognizing that revolution couldn't be avoided and that destruction from years of war meant that that people had factories that had been canonated
that the railroad lines that they had built and had gone to such trouble to have built were blown up and the distribution was disrupted
The only way they were going to get through it was to all work together
was the person who seems to have provided this word to Cuervo
It's a German word that describes a kind of collective model creating these vertically integrated monopolies so that you can control all parts of your production and distribution
they agreed not to compete with each other
and they put all of that on paper and signed it as a shared agreement
there was nothing illegal about what they were doing
Where things became a little bit more of a gray market is when the US instituted Prohibition and those companies started trying to move their product to the border
where they knew that there would be a robust market in people who were going to buy their bottles of tequila and smuggle it across the border
They recognized the market opportunity in that
It doesn't appear that they did the smuggling themselves but they were certainly supplying the black market that emerged there
"I think we might not know the name José Cuervo if not for the institution of Prohibition," says journalist Ted Genoways
You write that toward the end of the Civil War
José Cuervo was an official enemy of the United States
What was the relationship between the US and Mexico at this time
the Germans were concerned about the US entering the war and coming in on the side of the Western powers
So they approached Mexico about the possibility of entering on the German side
and this would keep the US occupied in North America
The United States responded by entering the war
but also by establishing a list of companies and individuals who were considered to be enemies of the United States
Because José Cuervo's nephew was the German consul
and because he had another nephew who was running the distillery by then
there was great concern that his company was under German influence
Especially considering that Cuervo had shown that he was armed during the Mexican Revolution
and that he now had access to all of these railroads that they had built
and had specifically built those railroads to run toward the border
there was a concern that a company like Cuervo could arm revolutionaries and ride them to the border where they would be able to flow across and enter the US and start a war
and he was officially declared an enemy of the United States
with so much scrutiny around the US/Mexico border and the threat of tariffs lingering over all international goods
you are thinking about this moment in US/Mexico history
this moment where the US declares Cuervo an enemy of the state and closes the borders to all importation of tequila
makes that even more formal by instituting national Prohibition and preventing all alcohol from entering or being produced in the country
all that effort did was create a huge market for tequila
It created a great deal of revenue for the producers in Mexico so that they were able to rebuild after the revolution
And the more that the US built fence and created the Border Patrol and brought customs agents and military to the border
the more that just drove up the price of tequila and made it more desirable
I think we might not know the name José Cuervo
if not for the institution of Prohibition and the whole border apparatus that we built trying to keep his product out of the country
Instead of making it something that was blocked and kept out
it made it something that was highly coveted
as the maker of the best tequila at the time
the person and the brand that that everyone was after the most
When and how does José Cuervo meet his end
there's a great deal of political upheaval
was a member of the Mexican Congress in Mexico City
and he was stirring up a lot of the trouble that was happening there
José Cuervo went to Mexico City to have dinner with his brother to counsel him to be more moderate in his rhetoric
Carlos was bedridden for weeks and eventually recovered but José Cuervo died in the days after
and the belief is that the target was most likely Carlos
that José met his end by arriving in Mexico City and hoping to convince his brother to be more temperate
Ted Genoways considers José Cuervo's colorful history
from eluding Pancho Villa's death threats to bringing tequila north of the Mexican border
Caroline Pardilla serves up 60 recipes for your next batch of margaritas
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Jessica Knurick deciphers fact from fiction in the MAHA agenda
blueberries actually have a season and they're ripe for the picking
Good Food’s Evan Kleiman delivers local-first missives from our vibrant food community
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The maker of Jose Cuervo has reported a 9.9% net sales increase for its flagship Tequila to start 2025
In its financial results for the first quarter (Q1) of 2025
Mexico-based Becle reported net sales were up by 7.5% from the same period last year – rising from MXN8.96 billion pesos (US$456,177 million) to 9.63bn pesos Gross profit was also up on a year-on-year basis
by 19.8% from 4.65bn pesos to 5,56bn pesos
the company&#8217;s total Q1 volume was down by 7.6%; from 5.336m nine-litre cases to 4.93m
North America led the company’s sales as its biggest market
improving its first-quarter 2024 performance after jumping from 5.19m pesos (US$264,236) to 6.23m pesos (US$317,389)
Volume in the region dipped by 3.6% in comparison
Becle pinned this to a product mix that ‘skewed towards higher sales per case brands’
as well as the US dollar’s favourable exchange rate versus the weakening Mexican peso
the company&#8217;s second-largest market’s Q1 net sales were down by 13.8% year on year
Mexico&#8217;s 13.3% year-on-year volume fall was said to be due to &#8216;ongoing market weakness and wholesaler destocking&#8217;
Becle&#8217;s lead spirit and the world&#8217;s biggest-selling Tequila brand
had a positive performance regarding net sales
Cuervo’s sales rose by 9.9% to 3.37m pesos (US$171,626) in Q1
Becle&#8217;s other Tequilas also fared well in this regard (those of which include the 1800 brand)
Its other Tequila’s rose in net sales by 8.7% year on year
from 3.24m pesos (US$165,059) to 3.52m pesos (US$179,416)
Volume-wise Cuervo (3.9%) and other Tequilas (0.7%) were both down
Cuervo represented 34.6% of the company&#8217;s total volume for Q125
while its other Tequila&#8217;s made up 22.8%
they account for more than half of the company’s nine-litre cases
Tequila is the fastest-growing major spirits category in the US and in the world
Jose Cuervo is the global leader with 28.9% of total market size
Becle’s other spirits (which include its Irish whiskey Bushmills
Three Olives Vodka and Kraken rum) saw net sales rise by 4.7%
Ready-to-drink products (RTDs) were also in the ascendancy by 2%
Becle said in a statement: “As we open 2025
we are encouraged by our ability to manage the business effectively despite ongoing industry pressures and cautious consumer sentiment
and continued execution of our premiumisation strategy have reinforced our position in the market
we remain confident in our ability to navigate near-term challenges while advancing our growth agenda.”
During a conference call for its full-year financial results in 2024, <a href="https://www.thespiritsbusiness.com/2025/02/jose-cuervo-maker-forecasts-80m-tariff-impact/">Becle predicted its business would be hit by US$80m in 2025</a>
should US president Donald Trump&#8217;s proposed tariffs be put in place
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I was at the Rotary Club 99 meeting at the Clinton Presidential Center the day Frank Cuervo was welcomed to the club
Support journalism that digs deeper into topics that matter most to Arkansans. <a href="https://www.arcommunitynews.org/">Donate today to preserve the quality and integrity of local journalism.</a>
Rex Nelson has been senior editor and columnist at the Arkansas Democrat-Gazette since 2017, and he has a biweekly podcast called "Southern Fried." 
After graduating from Ouachita Baptist University in 1981, he was a sportswriter for the Arkansas Democrat for a year before becoming editor of Arkadelphia's Daily Siftings Herald. He was the youngest editor of a daily in Arkansas at age 23. Rex was then news and sports director at KVRC-KDEL from 1983-1985.
He returned to the Democrat as assistant sports editor in 1985. From 1986-1989, he was its Washington correspondent. He left to be Jackson T. Stephens' consultant.
Rex became the Democrat-Gazette's first political editor in 1992, but left in 1996 to join then-Gov. Mike Huckabee's office. He also served from 2005-09 in the administration of President George W. Bush. 
From 2009-2018, he worked stints at the Communications Group, Arkansas’ Independent Colleges and Universities, and Simmons First National Corp.
Copyright © 2025, Arkansas Democrat-Gazette, Inc.
This document may not be reprinted without the express written permission of Arkansas Democrat-Gazette, Inc.
, opens new tab</a> - wiping out 4.0 billion pesos ($195.63 million) from its market value.($1 = 20.4932 Mexican pesos)Reporting by Aida Pelaez-Fernandez; Editing by Anthony Esposito and Bill Berkrot
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Alazraki Entertainment strengthens its Alliance with Netflix  by making  the third season of Club  de Cuervos
and plans to generate more content around this series focused on  soccer; along with content production for cinema
such as the comedy film they  are already preparing together with Lemon Studios and Videocine
as well as the  version for the big screen of the book Casi el Paraíso by Luis Spota
    “Working with Netflix means growth in terms of production
 We were not used to the rigor of the US and today it is a methodology that has  become office rule and that we wish all production companies in Mexico adopt
 to generate productions with foreign investment without ceasing to be Mexican,”  stated Moisés Chiver
    About Club de Cuervos he mentioned they are in  post-production of the third season
which they finished shooting on January  29
    Regarding the alliance with Lemon Studios to produce a film  that Videocine will distribute
highlighted that it is a period comedy based on  the beginnings of radio in Mexico
“in which a millionaire father doesn’t know  which of his two sons to leave his inheritance to
so he makes them compete in  competitions for men
It is script extracted from the FOX archives”
he announced that in 2018 they will film the  version for cinema of the book Casi el Paraíso
de Sony Pictures Television para Latin America y US Hispanic
habló sobre las claves del éxito de Yo no soy Mendoza
serie que está en el top 10 global de Netflix
narrada en 40 capítulos con una estructura moderna
Quintanilla adelantó otras novedades de tres nuevas producciones
VP sénior de Entretenimiento y Especiales de Telemundo
el futuro del entretenimiento en español en EE
yo creo que va a continuar evolucionando y va a continuar creciendo con muchísima fuerza porque somos una población de más de 66 millones de hispanos jóvenes que estamos viviendo y consumiendo contenido aquí en EE
Amazon Prime Video está redefiniendo la experiencia del fan deportivo al integrar contenido premium
tecnología interactiva y un ecosistema de servicios que abarca desde streaming y música hasta tiendas oficiales de equipos
Country Manager de la plataforma en México
destaca cómo estas estrategias permiten a Prime Video diferenciarse en un mercado altamente competitivo
generando una conexión más profunda entre los aficionados y sus equipos favoritos
al tiempo que amplifican el valor comercial del contenido deportivo
3C Films hizo su debut teatral con una producción de alto impacto: Sandro el gran show
el primer musical oficial sobre la vida del ídolo argentino
Estrenado el pasado jueves 10 de abril en el Teatro Coliseo de Buenos Aires
el espectáculo es una coproducción de 3C Films
y dirección musical de José Luis “Pepe” Pagán
La empresa <a href="https://www.tuves.com/home-ing/">Tuves</a> anunció la culminación exitosa de la migración de todos los usuarios de televisión satelital de Movistar en Venezuela <a href="https://www.produ.com/tecnologia/noticias/eduardo-stigol-impulsa-crecimiento-de-inter-y-lanza-servicio-dth-con-plataforma-de-tuves-hd/">al satélite con el que presta el servicio DTH a Inter desde 2013</a>
El proceso duró dos años y marca el cierre definitivo del uso del satélite Amazonas 2 de Hispasat en ese servicio
tras una transición técnica y comercial que
se realizó “sin incidentes y con total transparencia para los clientes”
El presidente de EE. UU., Donald Trump, <a href="https://x.com/trumpdailyposts/status/1919170057726255411?s=46">anunció este domingo 4 a través de sus redes sociales Truth Social</a>
que autoriza al Departamento de Comercio y al Representante Comercial de EE
a imponer un arancel del 100% a las películas producidas fuera de EE
TelevisaUnivision y el canal <a href="https://www.televisa.com/tlnovelas">tlnovelas</a> anunciaron las novenas en cuanto al proceso de remasterización de contenido
que arrancó en 2019 y a la fecha supera las 2 mil horas anuales y un total de 47 títulos finalizados
es el más reciente producto remasterizado con ayuda de la IA
Peacock anunció el lanzamiento de cuatro nuevas series originales lideradas por artistas emergentes
desarrolladas y ejecutadas por creadores de la nueva generación: Charlie Curtis-Beard
exitosas estrellas de las redes sociales con seguidores apasionados y negocios en crecimiento
Kerrigan y Vongirdner colaboraron con NBCUniversal a través del Creator Accelerator Program
una iniciativa pionera en la industria que identifica y desarrolla a la próxima generación de creadores de contenido premium
Una nueva temporada de<a href="https://www.produ.com/television/noticias/este-martes-estrena-por-latina-television-nueva-temporada-de-el-gran-chef-famosos-extremo/"> El gran chef famosos: Extremo llega a Latina Televisión</a> de Perú y ya se dieron a conocer a los seis primeros participantes de los doce nuevos famosos que prometen darlo todo en la cocina
PRODU sigue manteniendo a la industria informada con entrevistas exclusivas. Este lunes 5 llega una nueva edición de <a href="https://www.produ.com/primetime/videos/">#PRODUprimetime con Ríchard Izarra</a> desde Bogotá con Rodrigo Guerrero y Cristina Echeverri, directores de <a href="https://agstudios.com/es/">AG Studios.</a>
 <a href="https://www.produ.com/ushispanic/noticias/traziende-films-busy-with-the-second-season-of-club-de-cuervos-for-netflix-and-new-projects/">Traziende Films: Busy with the second season of Club de Cuervos for Netflix and new projects</a>
 <a href="https://www.produ.com/ushispanic/noticias/netflix-presented-in-mexico-its-first-series-entirely-in-spanish-club-de-cuervos-to-be-launched-worldwide-august-7th/">Netflix presented in Mexico its first series entirely in Spanish Club de Cuervos to be launched worldwide August 7th</a>
 <a href="https://www.produ.com/ushispanic/noticias/traziende-netflixs-club-de-cuervos-will-debut-on-august-7th-and-we-are-working-on-a-teleseries-based-on-a-book/">Traziende: Netflix´s Club de Cuervos will debut on August 7th and we are working on a teleseries based on a book</a>
 <a href="https://www.produ.com/ushispanic/noticias/alazraki-entertainment-club-de-cuervos-for-netflix-is-an-awaited-opportunity-for-mexico/">Alazraki Entertainment: Club de Cuervos for Netflix is an awaited opportunity for Mexico</a>
 <a href="https://www.produ.com/television/videos/moises-chiver-de-alazraki-entertainment-estamos-por-finalizar-club-de-cuervos-3-y-queremos-mas-temporadas-para-netflix/">Moisés Chiver de Alazraki Entertainment: Estamos por finalizar Club de cuervos 3 y queremos más temporadas para Netflix</a>
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Frank Cuervo has big plans for the Little Rock Trojans
who took over as Little Rock athletics director last spring
sees opportunities to carve out a niche for the Trojans in a sports-obsessed state
Cuervo recently spent part of an afternoon inside the on-campus Jack Stephens Center
visiting with Arkansas Money &amp; Politics about everything from the challenges of running a mid-major program to the rise of Little Rock wrestling
AMP: The community has shown in the past that it will back Trojan athletics
is being forward with inviting people to be a part of your success
We’ve done some things here over the last couple of months where previously we didn’t necessarily have a unit or individuals who worked day in and day out on selling tickets
we’ve been able to create a strategic relationship now where we have a significant team that’s out in the marketplace
developing business in that area every day
It’s not part of their job — it is their job
making sure that we are active in our community
because then it becomes more than just going to a basketball game.It becomes personal
You’re coming to a basketball game because
You saw Mwani Wilkinson or Faith Lee in your classroom
or you had a chance to interact with them at a youth camp
there are various things that prevent you from having that type of touch-and-feel
I don’t think it’s necessarily any one thing but a combination of factors to be aggressive in going out and winning people’s interests
winning their support and inviting them to be a part of our success on a regular basis
AMP: In just its second year in the league
Little Rock won the Ohio Valley Conference’s Commissioner’s Cup as best program for both the men and women in 2024
The Trojans are winning in much more than just the flagship sports
Cuervo: Our women’s basketball program historically has been good
and our men’s basketball team had a great year last year
We’re trending in the same direction this year
we’ve got a wrestling team that’s ranked 18th in the country
We’ve got two all-Americans wrestling for us right now
so we’ve got programs that are competing at a high level
it’s an issue of letting people know that coming to a Little Rock athletics event is accessible
feel it and develop more of a relationship with it than
AMP: Little Rock launched its wrestling program and jumped right into what was then a Power 5 conference in the Pac-12
Conference realignment reduced full membership to just two schools
but five Mountain West schools are set to join as full members in 2026
How does that impact the Trojan wrestling program
Cuervo: There are several affiliate members who weren’t part of the core Pac-12 before
we’re on a waiver that extends through next season because we’re below the minimum number of schools to have an automatic qualifier at the NCAA championship
but we anticipate that there’ll be some movement with rebuilding the conference
That will still be the best home for us from a wrestling standpoint
there’s been significant momentum to add a number of other affiliates
really good-quality wrestling schools that will create the best opportunity for us from a wrestling standpoint
AMP: Greg Hatcher not only brought high school wrestling to the state
but he is also responsible for the launch of the state’s only D-1 college program
Tell us about the growth of the program and how far you think it can climb
Cuervo: It’s been done in a relatively quick period
going from infancy to top 20 in six-plus years
The crusade that Greg led to bring wrestling to the state of Arkansas
and not just at the collegiate level but at the youth and the prep level and the club level and
especially when you consider that there weren’t youth wrestlers in the state of Arkansas 10 or 12 years ago
You’ve got close to 100 high schools that are participating in wrestling
and we’re fortunate that we host the state high school wrestling meet here
It’s a great way to grow the sport in the state
when we get to the point where we’ve got youth wrestlers that have wrestled their entire lives
his job is going to become much easier because he won’t need to recruit everyone from out of state
Wrestling’s a sport that we’re definitely bullish on
We think we have an opportunity to ultimately compete for a national championship here
we think with what we’ve been able to do in wrestling in a short period
I’ll share a little bit about our strategy moving forward
we’re going to have to make some really challenging decisions about where we place our investments
we have our men’s and women’s basketball programs that are the flagship programs of Little Rock and the Trojans
We’re going to do some things to invest in them at a higher level
whether it be operationally or what we do from a revenue sharing and name
image and likeness standpoint to put us in a position where we’re not only at the top of the OVC
but we want to be at the top of mid-major basketball so that we compare favorably with what they’re doing in the Missouri Valley Conference or the Southern Conference
so that’s our goal — to be able to put our programs in that type of situation
Then we will also have to make some decisions about other programs that we look to put forward
We’ve got a wrestling program that’s top 20 in the country and has an opportunity to crack the top 10 this year
so we want to find ways to invest in that program
We’re the defending [regular season] OVC champions in baseball and have a chance to continue to be there
there’s a program that comes from outside of the Power Four conferences that winds up in Omaha
We’re going to strategically place our investments and place our resources where they have the best opportunity to come home
Part of that is going out and inviting people to invest in us
to help us get there because once you achieve that type of success
you bring a whole level of recognition to your program
to your university and to your state that you couldn’t hope for otherwise
It’s funny when the 68 names get called on selection Sunday to go to the NCAA tournament
out of more than 1,000 universities throughout the country
That becomes a weeklong infomercial for your institution
We don’t pretend that athletics is the most important thing that happens on a campus
gives us a chance to shine a spotlight on all the other great things that are here
AMP: Tell us about your strategy in rebuilding the athletics department with new roles and new faces
Cuervo: When I got here 10 months ago and began to look at our personnel
I saw that we didn’t necessarily look like other intercollegiate athletics programs
What we set out to do was identify where we had holes where we needed to be able to provide additional support to our sport programs and our coaches to help them be better
manage a team and all the issues that go along with having a program
so it’s our job in administration to be able to provide support
whether that’s in some of the areas that work directly with our student-athletes
sports medicine or some of the areas that help drive resources for us to invest in our programs
whether that be fundraising and development
We wanted to build out a team that was representative of what other thriving intercollegiate athletics programs look like
so we brought on five new leadership team members
the leaders that really help make decisions and run the program
who’s our deputy athletics director and chief revenue officer; Nate Olson
is our associate AD for communications; Brandy Dixon
who had been with us previously in a communications role
is our associate athletics director for marketing and community engagement; and Noah Henkel
who had been raising money for the law school
He’s a former student-athlete and will help us from a development standpoint
Then Garrett Ton is our associate AD for facilities and operations and will help make sure that this building and our other facilities stay strong
so that’s what I refer to as our starting five
the first group we brought on board to really help build out our support team
we’re in the process of conducting a search for three other positions
with three more to come later in the first quarter
we will be in a situation where we’ve got the support mechanism in place to provide the highest level of support for our coaches
for our student-athletes and for our sport programs
whether that’s going out and raising money
promoting those programs to be able to get the turnstiles to click
and developing relationships with the media and gaining exposure on a broader scale
AMP: NIL obviously has changed the landscape of college sports
outside of the few highly publicized cases
what effect has it had on the average college athlete
Cuervo: It’s funny you should ask because I was just thinking about that the other day
When I’m around our student-athletes — and right now
the majority of NIL money that we have going through our program is with our men’s basketball program — I don’t get a sense that they put on airs or feel in any way entitled
it’s a situation where it’s a way for them to help their families
I don’t get a sense that the attitude has changed
whether it’s our basketball programs or other student-athletes
They’re wired for success and are willing to put the time and the work in to get there
AMP: Is it possible for a Type B personality to excel in college athletics
Cuervo: You have to be driven because you’re involved in so many things
Not only are you an athlete and you’ve got the time and effort and attention to your sport
You’re making sure that you’re taking care of business in the classroom
Then there are other demands placed on you as an athlete
and you have to be organized and keep up with schoolwork
and then those who are competitive in sports generally tend to be competitive in other areas of life
whether it’s what they’re doing academically or something else that they’re doing
so I generally think that college athletes are pretty Type A
It’s also one of the reasons why many employers heavily recruit former student-athletes
They know that they can perform when the pressure’s on
that they’ve had to balance multiple interests at the same time
There are a number of major companies that do a heavy part of their new employee recruitment based specifically on student-athletes
Hunter Yurachek reversed an old University of Arkansas policy against scheduling in-state teams
how does it benefit Little Rock and other in-state schools
Cuervo: I think it just makes sense for everybody
but I think in terms of creating interest in college sports
whether it’s on the basketball court or on the soccer pitch
We keep money in the state of Arkansas when we do things like that
That’s why you saw Arkansas play Pine Bluff in football to open last season
I just think it makes too much sense given our proximity and our shared values to not continue to find every opportunity to play
I’m not sure I can think of a sport that we both offer where we haven’t competed
school colors and mascots to a program’s ability to market itself
and are there any logo or wordmark changes on the horizon
Cuervo: That’s kind of our unique positioning there
The university uses the athletics marks and promotion
being as consistent as possible with the use of our logos and marks
even the references to Little Rock and Trojans
that helps build up a head of steam that people know
this is who we’re talking about when we say Little Rock or we say Trojans,’ so being consistent
everything from those verbal and written references to what our uniforms look like
so you want to make sure that you look the part and you’re represented well and consistently there
It’s not a flippant decision but one that should be consciously made
It helps develop affinity because ultimately
what your mascot is or what your colors are or how you’re represented
there may be somebody that doesn’t have any clue about UA Little Rock
and that starts them to investigate — or even locally
someone develops an affinity because they like our mascot or whatever the case is
sometimes it can be very small things that are just sort of the first spark that ultimately
Cuervo said he believes the Trojan mascot is a distinguishing factor for Little Rock athletics
Little Rock has facilities on campus for all sports except for baseball
which plays just down the road at Gary Hogan Field
Cuervo: When you look at how we invest in baseball
whether it’s coach’s salaries or what we do from an operational perspective
We’re starting to take a look at what might be the future of a new facility for Trojan baseball
We’ve been at Hogan Field now for almost 40 years
We’d like to be able to find a solution for a home that makes sense
We’ve actually just launched a facilities master-planning process that’ll take a look at a variety of things — I mean
the Stephens Center will be 20 years old later this year in November
and it served us really well for two decades
but we need to figure out what do we need to do to invest in the building to make it work for us for the next 20 years
and that’s something that should be completed here later this spring
That then gives us a springboard to be able to go out to our donors and our supporters and say
‘This is where we envision our program going
Here are opportunities to invest in what we’re doing.’ Then
the light will come on for everyone at different times and in different ways
but it gives us a good basis to be able to go to market
AMP: Is the <a href="https://lrtrojans.com/sports/athletics" target="_blank" rel="noopener">athletics</a> department basically the front porch of any university
I use the analogy that athletics is the spotlight that shines on everything else that the university is doing
We don’t pretend to be the most important thing that happens here
There are far more pressing matters than the result of the game
and that creates a significant opportunity
It also creates a responsibility to make sure that we’re doing things right and representing the university in a first-class manner
our 15 sport programs and 275 student-athletes do that
<a href="https://armoneyandpolitics.com/little-rock-wrestling-first-conference-title/" target="_blank" rel="noopener">READ ALSO: UA Little Rock Wrestling Team Makes History, Takes Home First Conference Title</a>
 Copyright © 2025 Arkansas Money and Politics. All rights reserved. 
The research aimed at identifying current and abandoned (taperas) domestic contexts, and the plant genetic resources found in the area, categorizing their uses and management practices through interviews and participant observation.
Volume 7 - 2023 | <a class="ArticleLayoutHeader__info__doi" href="https://doi.org/10.3389/fsufs.2023.1240991">https://doi.org/10.3389/fsufs.2023.1240991</a>
This article is part of the Research TopicAgrobiodiversity, Community Participation and Landscapes in Agroecology<a class="Link Link--linkType Link--maincolor Link--medium Link--icon Link--chevronRight Link--right" aria-label="View all 14 articles" href="https://www.frontiersin.org/research-topics/49394/agrobiodiversity-community-participation-and-landscapes-in-agroecology/magazine" target="_self" data-event="customLink-linkType-a_viewAll14Articles">View all 14 articles</a>
Introduction: Agrobiodiversity and local knowledge are fundamental components in the domestication and structuring of rural landscapes
In a context of threats to agroecosystems resulting from changes in production systems and rural&#x2013;urban migration processes
the conservation and valorization of agrobiodiversity is a pressing challenge
&#x201C;Quebrada de los Cuervos and Sierras del Yerbal&#x201D; is a protected landscape in Uruguay where a rural community of approximately 30 families with a long-standing tradition resides
Methods: The research aimed at identifying current and abandoned (taperas) domestic contexts
and the plant genetic resources found in the area
categorizing their uses and management practices through interviews and participant observation
Results and discussion: Ethnographic research revealed 185 species (121 exotic
and 11 categories for management practices
The differences found between houses and taperas revealed that the abandonment of activities in rural areas is a relevant factor in the loss of agrobiodiversity
a notable group of plant genetic resources of high cultural significance is recognized due to their consensus of use
These include introduced fruit trees (peach
and fig) and native fruit trees (guayabo del pa&#x000ED;s
and medicinal species such as Aristolochia fimbriata
a model of spatial distribution of agrobiodiversity is proposed
cultivated spaces where the plant genetic resources are located in home gardens and small plots
managed spaces where the resources are found in the surroundings of houses
and promoted and intervened wild spaces where the species are used from natural grasslands and wild environments
The obtained information reaffirms the need to conserve this biocultural landscape
placing agrobiodiversity and local knowledge as a focal point in the protected area
The management plan must be formulated with active participation from the rural community
aiming for valorization through integration into agroecological production chains
Uruguay is located in the Pampa biome, the largest natural grasslands region in South America and one of the largest in the world. This region has undergone significant changes in land use/land cover in the past 20&#x2009;years, primarily due to forest plantation and soybean cultivation (<a href="#ref8">Baeza et al., 2022</a>)
resulting in a significant impact on biodiversity
agrobiodiversity and ecosystem services such as pollination
One of the national strategies to address these effects is the National System of Protected Areas (SNAP)
the protected landscape &#x201C;Quebrada de los Cuervos and Sierras del Yerbal&#x201D; was established in 2008
This area is a part of the &#x201C;Serran&#x000ED;as del Este&#x201D; ecoregion
characterized by its high degree of naturalness in ecosystems
It is home to a small rural community which consists of descendants of native populations
The predominant productive system is livestock farming on natural grasslands
carried out by traditional family farmers who engage in vegetable and fruit cultivation for self-consumption
They also maintain and utilize agrobiodiversity for various purposes
the protected landscape provides an exceptional opportunity to study agrobiodiversity and local knowledge
(3) to propose guidelines that contribute to conserving and valorizing agrobiodiversity in the protected area
Geographic location and relief of the study area
&#x201C;Quebrada de los Cuervos y Sierras del Yerbal&#x201D; Protected Landscape
The average size of properties is 350 hectares
with livestock farming as the main activity
the residents have recently engaged in eco and agrotourism activities
Initially, a survey phase was conducted to extensively assess (<a href="#ref9">Banning, 2002</a>) the domestic contexts (DC) using satellite imagery from platforms such as Google Earth and Geoservicios IDEuy,<a id="xfn0002"></a><a class="footnoteanchor" href="#fn0002">2</a> 1:50,000 cartography
The term DC refers to inhabited locations typically comprised of one or more dispersed buildings and spaces utilized by the family for their daily activities
Abandoned locations were classified as &#x201C;taperas&#x201D; (traditional term used to denote abandoned houses)
while inhabited ones were simply referred to as &#x201C;houses.&#x201D; For the documentation of each DC
a form was designed to record the place&#x2019;s location
and ownership details if provided by informants
The data were organized in QGIS (v3.2) to generate a map illustrating the distribution of DCs
the obtained map guided a second survey phase in the field to locate and document each DC
ensuring that the consent of each interviewee was obtained for the use of their provided data
A guideline was defined to cover topics such as family history and its connection to plant usage
and the use and management of both wild and cultivated agrobiodiversity
The data obtained from the surveys and interviews were systematically organized and analyzed both qualitatively and quantitatively
The following variables were recorded for each species: botanical family
considering native species as those belonging to the Uruguayan flora)
type(s) of DC (house or tapera) and environment where it is found (garden
or weeding activities are carried out; &#x201C;protection&#x201D; implying actions taken to prevent damage caused by environmental factors to the species; &#x201C;improvement&#x201D; involving the favoring of individuals of the species or variety
soil improvement (including soil cultivation and addition of fertilizers
or other individuals; &#x201C;care for inherited plants&#x201D; involving the preservation of plants that were initially cultivated by others
The following data were calculated: number of citations per species (NCs)
understood as the number of interviews where the species was mentioned
number of citations of use per species (NCUs)
understood as the number of times the species was cited for a particular use
number of citations of management practices per species (NCMPs)
understood as the number of times the species was cited for a specific management practice
number of management practices for each species (NMPs)
calculated as NCs over the total number of interviewees
Qualitative information about local knowledge of the species
descriptions of uses and management practices
as well as data on the origin of knowledge
was obtained from the analysis of the interviews
A total of 54 domestic contexts were surveyed, consisting of 41 taperas and 13 houses (<a href="#fig2">Figure 2</a>)
these contexts comprise more than one building
with the main constructions generally made of stone
there are cultivated spaces (home gardens and small plots)
These spaces are located in interior courtyards
or near the buildings with protective measures to prevent grazing
Taperas exhibit varying degrees of deterioration
ranging from abandoned houses to remnants of foundations that outline the shapes of past constructions
The protective features of previously cultivated areas no longer fulfill their function or only partially do so
(A) Geographical distribution of the surveyed domestic contexts
including houses and taperas in the &#x201C;Quebrada de los Cuervos and Sierras del Yerbal&#x201D;
(D) Surveyed domestic contexts in the Quebrada de los Cuervos and Sierras del Yerbal
house with a cultivated space fenced with wire
featuring fruit tree species such as Prunus persica and Citrus spp.
(E) Well-preserved tapera with a Schinus molle tree in the front
although 75% of the interviewees were over 50&#x2009;years old
The interviewees included 10 local residents (families with several generations in the area)
multiple interviews were conducted with the same person
resulting in variable quality and depth of information
with an average of 37 species cited per informant and a range of 9 to 97
(A) Proportion of native to exotic plant genetic resources over a total of 185 species in 66 families of phanerogams and 1 lichen family
(B) Proportion of habits among exotic and native species
(C,D) The most important native (black) and exotic (gray) families
(E) Amount of species recorded exclusively in Taperas and Houses or in both
showing the exotic to native ratio (gray&#x2009;=&#x2009;exotic and black&#x2009;=&#x2009;native)
(F) Proportion of habits in Houses (gray) and Taperas (black)
Labels in bars mean the number of taxa in every category
Higher values are observed in houses compared to taperas
indicating higher richness and a greater number of species with comparable abundance in houses
have fewer species with more extreme frequencies
The most frequent species and the exclusive ones in each DC are shown in <a href="#fig4">Figure 4</a>. Among the 30 most abundant species, approximately half are shared between both DCs, but their order of importance changes. Furthermore, houses and taperas are clearly separated into two groups in the DCA (<a href="#fig5">Figure 5</a>)
with houses ordered toward the left and taperas toward the right of the graph
The first axis of ordination follows the reverse gradient of DC diversity
The separation into two groups was expected given the high proportion of exclusive species found in houses
Some of these species stand out in the ordination
along with other species that made a significant contribution
Species appearing in intermediate positions on the graph
such as Schinus lentiscifolius (Carob&#x000E1;) or Eucalyptus spp.
The top-30 most frequent species found in Houses (black) and Taperas (gray)
In bold are shown the exclusive species in every domestic context
DCA ordination of Houses (black dots) and Taperas (gray dots) with respect to the frequency of species recorded
The first two eigenvalues were 0.467 and 0.316
The ordination of some of the most frequent plant genetic resources found in both domestic contexts are also shown
Regarding the spatial distribution of plant genetic resources
the species were distributed as follows: 120 in home gardens
There are 43 species present in the cultivated and non-cultivated environments
with the majority (35) being native species
From the fieldwork, 1,199 records of plant uses emerged, including inferred uses from the survey (52%) and cited uses from interviews (48%). Uses were recorded for the 11 pre-established categories, and extensive local knowledge was found regarding the ways of using numerous native and exotic plant genetic resources. <a href="#fig6">Figure 6</a> shows the frequencies of each use category
with the most frequent being: human consumption
The figure also indicates that native species predominate in environmental and fuel uses
while medicinal uses show an equivalent use between exotic and native species
and the other two categories are predominantly exotic
the categories are ranked differently: human consumption
and industry and craftsmanship were cited for 7 to 12 species each
Construction and veterinary uses registered fewer species
Frequency of citations of use categories in native (dark) and exotic (light) species
The top-40 most used species with respect to the number of cited uses (NCUs) for every use category
Minor uses are summarized as &#x201C;other
On the other hand, considering the Consensus of Use, the species with higher CU (&#x0003E;50%) are: Prunus persica, Citrus sinensis, Acca sellowiana, Eucalyptus spp., Schinus lentiscifolius, Scutia buxifolia, Zea mays, Citrus reticulata, Citrus x limonia, Eugenia uniflora, Psidium cattleianum, Cucurbita spp., Phaseolus vulgaris, Ficus carica, Urtica urens, and Blepharocalyx salicifolius. <a href="#tab2">Table 2</a> presents the most cited species for the main use categories
most are edible fruits that are usually consumed in situ when exploring forests
The most notable example is Blepharocalyx salicifolius
describes the taste and experience with the fruit: &#x201C;Birds and humans feed on Array&#x000E1;n
the aroma is very good.&#x201D; Other species cited with this form of consumption are Schinus lentiscifolius
and it also happens with Acca sellowiana and Psidium cattleianum
although these last two are also found in cultivated environments
the preparation of infusions from different parts of the plant was recorded for 3 native species: Ilex paraguariensis
Achyrocline satureioides and Ocimum carnosum
(A) Fruit orchard: Peach (Prunus persica) and Citrus sp
(B) Fruit orchard: Tangerine lemon (Citrus x limonia) with fruit
(C,D) Guayabo del pa&#x000ED;s (Acca sellowiana)
which is presumed to be the result of a healing practice
with fewer species since a selection is generally made from the previous category
emphasizing the quality of firewood for fuel
(B) Use of Coronilla in the construction category
(C) Array&#x000E1;n (Blepharocalyx salicifolius) in fruiting stage
(D) Carob&#x000E1; (Schinus lentiscifolius)
(E) Carob&#x000E1; ancient tree managed with a single trunk
although it was one of the uses with the highest number of species and a significant number of citations
Traditionally ornamental genera such as Amaryllis
The native species mentioned as ornamentals were 9
each with only 1 or 2 citations: the palms Butia odorata and Syagrus romanzoffiana
there was a &#x201C;garden&#x201D; framed between the buildings &#x201C;that was beautiful
there was a huge orange tree in the middle surrounded by stones
and he cultivated plants in flowerbeds&#x201D; (&#x2026;) &#x201C;On November 2nd
everyone would go to pick flowers for the dead.&#x201D; These flowerbeds still exist today
and they are still delimited by standing stones
citations of species used for various diseases in the respiratory
infectious and parasitic diseases; and against poisoning
A variety of medicine preparation methods and application forms were also documented
Fifty-eight species were found with medicinal use
with perennial herbs (22) being the most common
Based on an ethnographic work, 1,338 records of management practices emerged, providing data for the 10 predefined categories of management, along with qualitative information on the application of each practice. <a href="#fig10">Figure 10</a> shows the frequencies of management practices and their application to exotic and native species
The most frequent management practices are protection
with the last two practices mostly applied to native species
Regarding the number of species receiving each practice
Frequency of citations of management practices (MPs) in native (dark) and exotic (light) species
highlighting those of greater cultural value
The top-40 most frequently managed species based on the NCMPs
Minor practices were summarized as &#x201C;other&#x201D; for better legibility
they are mainly applied to species found in cultivated environments (gardens
small plots and holdings) and the surroundings of houses
Protection of these environments includes enclosures that prevent livestock from grazing
protect against wind and damage from other animals such as hares
as well as actions taken on plants to prevent insect attacks (e.g.
indicates: &#x201C;when there is a plague of parrots
you have to take turns scaring them away..&#x201D; P.R
when the previously maintained protections by the inhabitants deteriorate
it is carried out by sowing seeds obtained from collecting
The recorded improvements include the addition of animal manure (chicken
and removal of plants competing for space or light with the target plant
Formation pruning is mainly performed on trees that provide shade and shelter for livestock
shaping a high-crowned tree that allows circulation underneath
pruning fruit trees aims at increasing fruit production and ensuring their health
provides an example indicating an important factor leading to the death of specimens after the abandonment of the DC
the parasitism of &#x201C;Yerba del pajarito&#x201D; (Tripodanthus acutifolius)
a native epiphyte hemiparasitic species that germinates and parasitizes trees
the &#x201C;Yerba del pajarito&#x201D; is constantly controlled by residents in their homes
and a common management practice in fruit trees is to cut the branches that support early stages of its parasitism
Gathering and tolerance practices are applied to 45 and 54 species
Some examples of native species where these practices are applied are: Acca sellowiana
Some examples of exotic naturalized species are Cyclospermum leptophyllum
The care of inherited plants was mainly recorded in old specimens of Acca sellowiana
indicating that they were planted by previous generations
whose seeds have been conserved for several generations
&#x201C;The squashes are from my father&#x2019;s house
Selection was recorded for five native species: Acca sellowiana
&#x201C;It&#x2019;s the white Array&#x000E1;n
I collected seeds from these plants to share seedlings with this trait.&#x201D; As for exotic species
selection was recorded in peach (Prunus persica)
as well as in landraces of maize (Zea mays)
bean (Phaseolus vulgaris) and squash (Cucurbita spp.)
Community circulation occurs through various channels: among family members and/or neighbors
from wild plants to one or several neighbors&#x2019; homes
from institutional projects to neighbors and vice versa
&#x201C;They have been in the area for many years&#x201D; [...] &#x201C;The peach trees were brought from the plants that were at Z.&#x2019;s house
I made seedlings with the seeds.&#x201D; The same applies to native fruit trees
where seeds or seedlings are collected to be cultivated near the house
as is the case with Guayabo del pa&#x000ED;s (Acca sellowiana) and Araz&#x000E1; (Psidium cattleianum)
&#x201C;the ideal place for native fruit trees is to have them close to the house
which I no longer have.&#x201D; Another example is Marcela (Achyrocline satureioides)
but now I have learned to put it back into the soil
I use the flower for tea and extract the seeds
I once made a flowerbed with those seeds in the backyard.&#x201D; [...] &#x201C;Marcela is a complicated plant to cultivate; you have to leave it alone
It prefers to live in the wild.&#x201D; A.M
throws the plant near the house to have it there and in the hills to maintain the species and prevent its loss
She has observed that in some enclosed fields
called &#x201C;Marcelones,&#x201D; has grown
She is also collecting seeds from this species
The cultural value of the species in this landscape can be observed in <a href="#fig12">Figure 12</a> through the values of CU (Consensus of Use)
and NCPMs (Number of Citations per Mention)
Qualitative information on the local knowledge gathered is presented for these species
including Yerba Mate (Ilex paraguariensis) and Cipo-mil&#x000F3; (Aristolochia fimbriata)
which are considered strategic resources by the community
Selection of species with the highest consensus of use (CU) and NCMPs
Bubble sizes are proportional to the number of uses referred to in the interviews
Blue bubbles are exotic and pink ones are native species
Peach (P. persica) is the most cited species by the interviewees and is highly present in households (<a href="#fig8">Figures 8A</a>,<a href="#fig5">B</a>)
it is one of the species with the highest number of recorded management practices
These genetic materials have been in the area for several generations and exhibit significant variability in their fruit
with the &#x201C;white peach&#x201D; being very common
along with clingstone and freestone varieties
and a wide harvest period ranging from November to February
There is local knowledge regarding its ecology and cultivation
and I always have peaches throughout the summer.&#x201D; [...] &#x201C;It&#x2019;s not big but very tasty
exquisite.&#x201D; Varied ways of consumption were recorded
and the preparation of preserves and liqueurs
and sanitation pruning to eliminate the hemiparasitic plant &#x201C;Yerba del pajarito&#x201D; (Tripodanthus acutifolius)
and seedlings are allowed to continue their growth in situ or are transplanted to a definitive location
People also engage in sowing for subsequent transplantation
Seed and plant exchange and care for inherited plants was also recorded
indicating a long history of cultivation in the area
They are aware of their history: who brought the seeds
information about its propagation was collected
noting that root suckers emerge from the base of the tree
and can be separated from the mother plant to generate a new identical plant
Guayabo del pa&#x000ED;s (Acca sellowiana) is a native fruit species whose fruits are consumed both fresh and processed into sweets (<a href="#fig8">Figures 8C</a>,<a href="#fig5">D</a>)
specimens found in cultivated areas probably selected for their fruit
and specimens in small production plots installed by local organizations and academic groups
The interviewees shared general knowledge about the species and specific plants: A.M
which is growing well because it does not have any predators
it&#x2019;s the type of Guayaba that is good to eat fresh.&#x201D; A.M.: &#x201C;Guayaba trees do not yield the same amount every year,&#x201D; attributing it to climate change and noting that it can be observed in all fruit trees
&#x201C;Every house used to have old Guayaba trees
There was a time when Guayaba trees produced a lot
then there was a period when they stopped producing
and now the ones in the countryside are starting to produce again&#x201D; [...] &#x201C;When we were kids
we would go out and look for Guayaba to eat.&#x201D; Other uses were also recorded
The fruit harvest is done in wild plants (gathering)
which are &#x201C;monitored,&#x201D; keeping track of their phenological status
Local knowledge was recorded about the wild and domestic animals that eat the fruit
and tolerance of plants in the immediate vicinity of the house were also noted
Improvements include measures such as removing plants of other species that compete with it
comments: &#x201C;I clear the area below it to make it clearer
I remove the surrounding plants.&#x201D; Planting
and transplantation of specimens from the wild to the garden or farm
I move the seedlings to another place&#x201D; [...] &#x201C;I planted this one
I took it from the root of another plant in the garden
I took it out with a small shovel and planted it in a container
it had leaves...&#x201D; The care of old plants inherited from previous inhabitants or family members was also confirmed
and there was knowledge on the history of these plants
The Araz&#x000E1; (Psidium cattleianum) and Pitanga (Eugenia uniflora) are two native fruit species mainly mentioned for human consumption
Both species are highly present in both gardens and small plots
and are part of current development projects managed by local NGOs
defines these species as part of the most important plant genetic resources in the area
Local knowledge about both species was recorded
monitors wild araz&#x000E1; plants near her house
so she can eat them: &#x201C;Araz&#x000E1; need good moisture to produce large fruits
a plant she brought from Treinta y Tres some 24&#x2009;years ago
&#x201C;Black beans are delicious to eat and easy to cook
This year I harvested more than a bag of beans
I have had these seeds for 10&#x2009;years; they were given to me by the husband of my daughter&#x2019;s teacher
We eat those beans and share them with A.M.&#x201D;
The species of Eucalyptus (Eucalyptus spp.) are present in most DCs
and they are among the species with the highest number of documented uses and management practices
Reports indicate that due to their rapid growth compared to native forest species
providing shade and wind protection for homes
and serving as fuel for heating and cooking
It can be found near houses and planted as isolated stands within grasslands
Protection is practiced in the early stages
and later they are managed through pruning
The branches and cut stems are used as fuel or for posts
The interviewees also agree that felling the trees is not a good option because it encourages basal regrowth
This management approach is also applied to Tala (Celtis ehrenbergiana) and Molle (Schinus longifolius)
Other reported uses of Carob&#x000E1; include medicinal applications for stomach ailments such as acidity or heartburn
consumption of its fruit as a seasoning or chewable
The other uses of Coronilla include the consumption of its chewable fruit and the utilization of its trunk to build fences or enclosures
Array&#x000E1;n (Blepharocalyx salicifolius) is another common species in the native forest of the area (<a href="#fig9">Figure 9C</a>)
Four categories of use were recorded for this species
with the most cited use being medicinal as a digestive aid for stomach ailments
including phenotypic selection for medicinal use based on differences in bark
&#x201C;I have an Array&#x000E1;n plant that I grew from a seed collected in the forest to provide plants to a neighbor who wants to take it because she says it&#x2019;s good for cholesterol
and the one she has there has a light yellow fruit
not red like the ones here.&#x201D; This statement also highlights the community circulation of the species
Other uses of Array&#x000E1;n include human consumption of its fruit as candy or chewable
One of the interviewees explored the creation of processed products such as jam or liqueur
&#x201C;I&#x2019;ve collected and made liqueurs with Array&#x000E1;n using both the fruit and the leaves.&#x201D; (...) &#x201C;There are different plants with different fruits
so you can choose.&#x201D; (...) &#x201C;In general
and make one liqueur with the orange ones and another with the red ones
so you spend several days collecting a large amount.&#x201D; It is a species that is not planted due to its abundance and is harvested from wild specimens
The Yerba mate plant (Ilex paraguariensis) has three main uses: human consumption
It is one of the species with the highest number of management practices and the most extensive qualitative information recorded
&#x201C;all these streams have Yerba mate.&#x201D; The interviewee does not recall the local use of this particular population
although they did participate in the harvesting and processing of Yerba mate in other nearby areas
describes the process of Yerba mate production
&#x201C;It used to be harvested in June and transported to the house in carts
The branches would be placed inside the shed on wire racks
a fire was made at the door using good firewood
and embers were spread throughout the shed
The leaves were gradually roasted and prepared
then ground using manual grinders or pounded with a mortar and pestle
The final product was packaged in wooden barrels weighing 60 to 70&#x2009;kg
We produced a large quantity.&#x201D; (...) &#x201C;The mate was left to age for a year
New batches were extremely bitter.&#x201D;
a local NGO with a farmer is implementing a development project based on the wild population present in the area and the planting of specimens in an agroforestry system
the species is propagated through locally collected seeds as well as those introduced from other locations
planted in the riparian and ravine forests
The ancient plants are cared for and harvested to produce yerba for personal consumption
The Cip&#x000F3;-Mil&#x000F3; (Aristolochia fimbriata) is a species of great local importance
but it is not commonly found in wild spaces in the Quebrada de los Cuervos and Sierras del Yerbal
it is found in ruderal spaces or in some of the old taperas
It is used in cases of venomous snake bites
which were once common in rural life in the sierras
it was used to save the life of a person bitten by a snake when reaching a healthcare center in time was impossible
it is used for bitten dogs and also to treat insect bites
known as &#x201C;batata,&#x201D; and the remedy is prepared by chopping the rhizome and soaking it in white alcohol
sometimes with the addition of tobacco and aspirin
Locals apply this preparation to the bite or sting
it is ingested while trying to reach a healthcare center
In terms of management practices for the species
and it is one of the species where the care of inherited plants can be observed
The knowledge recorded in the studied rural community comes from multiple sources
While ancestral knowledge transmitted from generation to generation is present and continues to be passed down
there are other sources of information that interact and hybridize with the traditional knowledge
Among these sources are younger generations who bring knowledge acquired from agricultural schools or universities
books they acquire or receive from visitors
who often also offer training courses or workshops
Civil society organizations promote different types of projects
and external groups bring new knowledge and share it with the community
as was the case with a Guaran&#x000ED; family that lived in the area for a year and shared construction techniques and knowledge about medicinal plants
experimentation and observation also generate knowledge on an ongoing basis
&#x201C;The sheep eat it&#x2026;We cleaned it up and conducted an experiment to see what would happen
it tells us a little about itself.&#x201D;
when asked about the exchange of information among neighbors
indicates that there has always been an exchange of information in rural schools
where people would gather and frequently engage in community tasks to support the institution
The interviewee also mentions that the presence of the protected area serves as a meeting place where neighbors start to go
&#x201C;These projects that involve the neighbors are very important because there is a more fluid exchange of different knowledge among the neighbors
there is no discussion about these things.&#x201D; [...] &#x201C;Before
and we do not work together on certain things anymore.&#x201D; [...] &#x201C;Plants used to move more because when you visited your neighbor
the first thing you would talk about was the garden
and there you would see the plants you did not have and take them with you
and the maintenance of the needs of rural communities
in addition to Ilex paraguariensis and Aristolochia fimbriata
The most diverse environments are the home gardens and the surroundings of the house
highlighting the use of 51 native species from non-cultivated environments
and valuing them are crucial actions within a conservation and management plan for agrobiodiversity in the protected landscape
and water purification should be added to direct benefits
The first two species hold high cultural significance for our study area
This demonstrates that while there are widely used species
there are also territorial specificities in plant genetic resources and local knowledge
knowledge and seeds are lost as people leave
and the lack of generational turnover further endangers the conservation of cultural and biological diversity
and losses are associated with the botanical habits of the species
There is a significant reduction in the number of herbaceous species from houses to taperas
while species used for environmental and fuel purposes
knowledge about this species emerged in a few interviews
and although they provided detailed descriptions of cultivation practices and the technique of harvesting and processing yerba mate
it could be inferred that there was likely an ancient knowledge that is practically extinct in the area
Cultivated spaces: These are delimited and protected areas
Home gardens and small plots play a crucial role in species domestication
serving as repositories of germplasm and experimental sites
The resources in these spaces are intensively and consistently managed
the majority of exotic agrobiodiversity is cultivated
primarily for human and animal consumption
are performed with greater frequency; while pruning
and gathering practices are present with medium-frequency
occur twice as often compared to other spaces
Managed space: It is a concentric area around the house
without defined boundaries or livestock protection
It contains a concentration of tree species
forming a small-scale agroforestry system with a 50% native component
The main uses include environmental purposes
with some medicinal and ornamental species present
trees are pruned to provide shade during summer and protection against cold in winter
The intensity of management in this space is moderate
with the most frequent management practices being protection
Promoted spaces: These spaces consist of the property&#x2019;s grasslands where livestock production takes place. Grazing with different animal loads and the burning of &#x201C;maciegas&#x201D; (non palatable grasses) are common practices in this pastoral system to control less efficient species for livestock, which modifies species populations and undoubtedly the landscape (<a href="#ref87">Rivas and Condon, 2015</a>)
this space mainly comprises native tree species and some shrubs
The intensity of management is lower than in the previous spaces
and the main practices are gathering and tolerance
Pruning may occur for trees that provide shelter for the livestock beneath their canopy
Intervened wild spaces are areas of natural vegetation such as forests and rocky outcrops
They can be located within or outside the family farmer&#x2019;s property
in proximity to the house or along daily routes (school path
These natural formations undergo some degree of modification due to human and livestock traffic
occasional vegetation thinning for livestock shelter
and the presence of escaped or naturalized species from cultivation
Interventions may also include the cultivation of Ilex paraguariensis in agroforestry systems for subsequent harvesting
The species in these spaces are mostly native
They are primarily used for medicinal purposes
This is also where the majority of species used for industry and craftsmanship are found
as well as a high proportion of toxic and harmful species
The intensity of management for the studied species is similar to the promoted space
The most frequent management practice is gathering
and care of inherited plants occurs at a lower frequency
The location of certain plant genetic resources and their corresponding practices is not fixed; there are movements of species from wild spaces to cultivated spaces and vice versa
Some native species are transplanted or propagated for cultivation
while a few examples of certain crops appear in wild environments
whether as a result of human activity or natural dispersal
the exchange of plants and seeds between neighbors and from taperas to cultivated spaces is part of this dynamic
while only a few species show autochory syndromes
along with the need for future ethnographic and ecological research
The current challenge of conserving the protected landscape largely relies on recognizing these aspects and integrating them into the area&#x2019;s planning and management
Agrobiodiversity, a significant component of biodiversity, depends on human intervention for its generation, maintenance, and future evolution (<a href="#ref96">Sthapit et al., 2016</a>). It delivers valuable ecosystem services, including provisioning, cultural, and regulatory services, not only to local inhabitants but also to the global population (<a href="#ref110">Wood et al., 2015</a>; <a href="#ref16">Caballero-Serrano et al., 2016</a>)
agrobiodiversity is often overlooked in conservation objectives and management plans of protected areas
where it is only tangentially considered through the conservation plans of &#x201C;natural&#x201D; ecosystems
Integrating agrobiodiversity as a focal point in in-situ conservation strategies for the &#x201C;protected landscape&#x201D; category of the IUCN would serve the purpose of conserving the human-environment interaction that shapes the observed landscapes
increasing the number of farmers practicing this system within the area; (2) facilitating access to products
and generating consumers by emphasizing the value of agrobiodiversity
and agroecological certification to access national
and international markets; (3) contributing to ecosystem conservation through the rescue
and use of native and local genetic resources while recognizing the rights of farmers
The research revealed a high number of plant species used and managed by the rural community in the protected landscape of &#x201C;Quebrada de los Cuervos and Sierras del Yerbal,&#x201D; which cover various needs of the daily life of its inhabitants
This agrobiodiversity and the local knowledge about it constitute a landscape where biological and cultural diversity intertwine
A group of native and introduced plant genetic resources of high cultural significance stands out due to their agreed-upon use
The comparison between the agrobiodiversity of houses and old rural buildings clearly indicates that the abandonment of domestic contexts is a primary cause of agrobiodiversity loss
The in-situ conservation of agrobiodiversity and local knowledge is intrinsically associated with the conservation of the biocultural landscape and
the permanence of family production systems in their domestic contexts
The proposal regarding the differential use of spaces in domestic contexts reflects the historical and ongoing management of the landscape
reaffirming the close link between agrobiodiversity and the domestication of landscapes
The challenge of current conservation in the protected landscape largely rests on recognizing these aspects and integrating them into the planning and management of the area
The threat faced by these rural landscapes worldwide is no different from that occurring in the Pampa biome
In the protected landscape of &#x201C;Quebrada de los Cuervos and Sierras del Yerbal,&#x201D; it is a priority to include agrobiodiversity as a relevant focal object of conservation and to generate a participatory management plan that involves the local community from the outset
The conservation and valorization strategy of plant genetic resources requires public policies that support production
and agroecological certification as alternatives to encourage the permanence of farmers in rural areas and promote generational turnover
Academia has a relevant role to play through the deployment of transdisciplinary strategies where the generated information is taken into account by decision-makers
The raw data supporting the conclusions of this article will be made available by the authors
Written informed consent was obtained from the individual(s) for the publication of any potentially identifiable images or data included in this article
draft manuscript preparation and final edition
AL: analysis and interpretation of results and draft manuscript preparation
All authors contributed to the article and approved the submitted version
This research has been conducted in the frame of partial supports from la Comisi&#x000F3;n Sectorial de Investigaci&#x000F3;n Cient&#x000ED;fica (CSIC)
Uruguay and the Agencia Nacional de Investigaci&#x000F3;n e Innovaci&#x000F3;n (ANII)
The authors would like to express their sincere gratitude to the postgraduate program in Agricultural Sciences at the Faculty of Agronomy
They extend their heartfelt appreciation to the individuals from &#x201C;Quebrada de los Cuervos y Sierras del Yerbal&#x201D; for their hospitality
and contribution to the research endeavors
Their willingness to share their knowledge has greatly enriched this study
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest
All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations
Any product that may be evaluated in this article
or claim that may be made by its manufacturer
is not guaranteed or endorsed by the publisher
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and local knowledge in the protected area &#x201C;Quebrada de los Cuervos y Sierras del Yerbal,&#x201D; Uruguay
Received: 15 June 2023; Accepted: 11 August 2023; Published: 07 September 2023
Copyright &#x000A9; 2023 Puppo, Gianotti, Calvete, Leal and Rivas. This is an open-access article distributed under the terms of the <a rel="license" href="http://creativecommons.org/licenses/by/4.0/" target="_blank">Creative Commons Attribution License (CC BY)</a>
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&#x0002A;Correspondence: Mar&#x000ED;a Puppo, <a id="encmail">bWFyJiN4MDAwRUQ7YS5wdXBwb0BjdXJlLmVkdS51eQ==</a>; Mercedes Rivas, <a id="encmail">bXJpdmFzQGZhZ3JvLmVkdS51eQ==</a>
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ShareSaveComment<a class="isDg-4PG" href="https://www.forbes.com/lifestyle/" data-ga-track="breadcrumb-L2">Lifestyle</a><a class="isDg-4PG _2XNbdi6I" href="https://www.forbes.com/spirits/" data-ga-track="breadcrumb-L3">Spirits</a>Jose Cuervo Says The Additive-Free  Movement Is ‘Damaging’ To TequilaBy<a class="_4tin10wS YbfXuVMn" href="https://www.forbes.com/sites/johnkell/" rel="noreferrer" target="_self">John Kell</a>
Forbes contributors publish independent expert analyses and insights
John Kell is a writer who&#x27;s covered spirits for over a decade.Follow AuthorMar 24
says the additive-free movement is &quot;damaging the ..
More category more than it&#x27;s helping.&quot;
is not a supporter of the additive-free campaign that has swept up the industry over the past couple of years
“The additive-free movement is something that we believe
something that is inaccurate and it’s probably damaging the category more than it’s helping,” Lander Otegui
senior vice president of marketing at Jose Cuervo producer and distributor Proximo Spirits
sugar-based syrups and oak extract—are permitted as long as they are less than 1% of the weight of tequila
according to the standards set by the Tequila Regulatory Council
Much of the controversy about additives stems from tequila’s soaring popularity. From 2002 through 2019, tequila’s volume <a href="https://www.distilledspirits.org/wp-content/uploads/2020/04/Tequila-2019.pdf" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:https://www.distilledspirits.org/wp-content/uploads/2020/04/Tequila-2019.pdf" aria-label="increased 180%">increased 180%</a>
according to trade organization Distilled Spirits Council
Tequila and mezcal revenue totals $6.7 billion annually in the U.S
the second-most popular category after vodka
is a lower-ABV liquor that&#x27;s infuses Jose Cuervo Silver Tequila ..
But that growth has led some tequila producers to cut corners
Agave needs up to eight years in the ground before it is ready to harvest but some have been harvesting the crop after just a few years
Brands can mask that flavor by using artificial sweeteners
Otegui says the conversation around additives is misguided because these ingredients are not only found in other spirits categories
but many other food and beverage categories
during our interview about additive-free tequilas at the Jersey City office of Proximo Spirits
“Tequila is the only one that is being challenged or targeted.”
Jose Cuervo uses additives in some expressions
including caramel coloring in Especial Gold
for a more desirable consistency that will allure shoppers
“You want to go to the shelf and you want to see that your product has the same consistent color every single time and the same flavor every single time,” he explains
a lower proof tequila that debuted in 2024
though Proximo doesn’t disclose the full ingredient list
More trade organization Distilled Spirits Council
Some of Jose Cuervo’s sustainability initiatives include composting agave byproducts in the fields
the implementation of stillage treatments plants to process wastewater
and reusing agave fiber to create plastic alternatives including straws and cups
The sales growth for tequila has <a href="https://www.wsj.com/business/retail/casamigos-patron-tequila-price-b0a462a6" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:https://www.wsj.com/business/retail/casamigos-patron-tequila-price-b0a462a6" aria-label="slowed down over the past couple of years">slowed down over the past couple of years</a>
a trend that producers like Jose Cuervo attribute to a reset after the COVID pandemic led to an artificial spike in demand for alcohol
the Mexican-based parent company of Proximo Spirits
in February reported that total volume declined by 6.2% in 2024 from the prior year
due to a double-digit drop in the highly competitive ready-to-drink category in the U.S
and as distributors destocked liquor they had on hand
Otegui struck a positive tone about tequila’s future growth prospects
noting that the industry has made inroads in European markets and still has a lot of growth potential in Asia
market penetration is especially strong in states like California
but tequila still has a lot more room to capture share from rival liquor categories outside those core markets
“We still believe it is a category that can grow the next 10 to 20 years without seeing the slowdown that we are seeing in other categories,” says Otegui
Help us continue to bring “the science of a meaningful life” to you and to millions around the globe
Criss Cuervo is the bridging differences program coordinator at the Greater Good Science Center
Criss was born and raised in Venezuela; however
most of her adult years have been spent living and working between the United States
Criss spent over a decade in corporate America working in Hispanic television sales
she fully transitioned into a career that allowed her to spread mindfulness and emotional Intelligence around the world—initially through her volunteer-led organization
she aims to create and sustain spaces where people make meaningful connections and feel like they belong
Criss has achieved notable milestones such as self-publishing a book
co-authoring a peer-reviewed article published in the Mindfulness journal
and offering consulting services for renowned companies
honoring movies from the past year that exemplify human strengths and virtues
Join our 7-Day Campaign for Connection Challenge to navigate division
and ease stress in this election season and beyond
Our contributors award our annual "Greater Goodies" to the TV shows that can help you be your best self
Parents can model and help children practice admitting what they don't know and owning mistakes
The Greater Good Science Center studies the psychology
The producer of Jose Cuervo Tequila expects an US$80 million impact on its business in 2025 from US tariffs
During a conference call for Jose Cuervo maker Becle’s 2024 full-year financial results on 27 February, the company disclosed a forecast for the year ahead after US president Donald Trump confirmed he would move forward with a <a href="https://www.thespiritsbusiness.com/2025/02/trump-gives-go-ahead-for-25-tariffs-on-mexico-and-canada/">25% tariff on Mexican and Canadian products</a> on 4 March
Chief financial officer Rodrigo de la Maza told analysts during the call: “We estimate the impact of these tariffs to be approximately US$80 million in 2025 assuming no mitigating actions through pricing
operational efficiencies or currency effect.”
He noted that the company was in a &#8220;favourable position&#8221; as
it had &#8220;proactively increased inventories in the US&#8221;
For the fourth quarter (Q4) of 2024, Mexican spirits company Becle noted a <a href="https://www.thespiritsbusiness.com/2025/02/north-america-drags-cuervo-q4-sales/">2% year-on-year decrease</a> and a like-for-like sales drop of 10.5%
which is based on a fixed currency exchange rate
The firm’s total sales for 2024 fell by 0.9% year on year and were down by 2.9% on a like-for-like basis
de la Maza said the company expects to deliver full-year net sales value growth in mid-single digits compared to 2024
however this excludes the impact of the forthcoming tariffs
The company was hit particularly hard in its biggest market
where Q4 sales fell by 14% (a decrease of 24.7% on a like-for-like basis)
said its fourth-quarter performance reflected a “combination of industry-wide headwinds and proactive commercial decisions”
He told analysts: “To support distributor destocking efforts
we adopted a measure approach to shipments
ensuring better alignment with full-year depletions.”
Fernandez emphasised that the company remained a “pricing leader” during 2024 as the company “leveraged promotion selectively” to “ensure long-term brand equity” while competitors “took more aggressive measures”
our portfolio is outperforming key industry benchmarks,” he claimed
citing Nielsen data for the 13 weeks ending 4 January 2025
with the company growing dollar sales by 1.8% in full-strength spirits as the overall spirits category (excluding prepared cocktails) dipped by 0.3%
“We&#8217;re also gaining share in the on-premise channel
where SipSource data shows we are outpaced industry trends by 2% in Q4,” Fernandez highlighted
Speaking about the ready-to-drink (RTD) category
where Becle reported a 31.2% Q4 sales drop for the segment
Fernandez explained: “The RTD category continues to present challenges with category growth concentrating in small formats.”
which mainly offers ready-to-serve products in the RTD sector
plans to “increase innovation efforts with RTDs in 2025 to stabilise declines”
we are taking proactive steps to manage the complexities of 2025
Our focus remains on strengthening our market position
optimising portfolio mix and executing our long-term commercial strategy.”
Sales in Mexico (which represent 25.2% of group sales) were down by 6.3% for the 2024 full year
managing director of Mexico and Latin America
described the Mexican market as “challenging with macroeconomic pressures driving a contraction across the spirits industry”
the Tequila category outperformed the overall spirits industry
We strengthened our competitive position and expanded our market share throughout the year
“Premium brands were a key driver of this success
leading to a 4% increase in price per case for the quarter and a 3% rise for the full year.”
She noted that retailers had adjusted inventories due to “softer demand” in the first three quarters of 2024
but Q4 shipments and depletions “were more closely aligned with the market contraction”
resulting in “healthier inventory levels” by the end of the year
Montaño also noticed a “gradual return to typical seasonality patterns” in the second half of 2024
“We expect 2025 to reflect a similar seasonality structure supporting more normalised performance over the year,” she said
she noted challenges such as inflation and political uncertainty
we remain cautiously optimistic for both Mexico and Latin regions
The science of recovery and our strategic initiatives position us favourably to maintain our market leadership.”
Becle&#8217;s portfolio includes 1800 Tequila
The company behind Jose Cuervo Tequila saw its US and Canada revenue fall by double digits during the last quarter of 2024
Mexican spirits company Becle noted a 2% year-on-year decrease and a like-for-like sales drop of 10.5%
The company’s total sales for 2024 fell by 0.9% year on year and were down by 2.9% on a like-for-like basis. Becle previously reported a nearly 41% income increase for the <a href="https://www.thespiritsbusiness.com/2024/02/cuervo-makers-q4-net-profits-rise-41/">final three months of 2023</a>
Volume sales decreased by 8.4% in the last quarter of 2024 and by 6.2% for the full year
Q4 sales in US and Canada fell by 14% (down by 24.7% on a like for like basis)
The region represents 49.6% of the company’s sales
The Jose Cuervo producer said the decrease in North America was mainly due to destocking efforts by distributors to ‘ensure better shipment and depletion alignment’ for 2025
Q4 sales rose in Mexico by 2.8% with the market making up 29.8% of the group’s sales
Sales across the rest of the world (representing 20.6% of group revenue) soared by 34.1%
Net sales of the Jose Cuervo brand decreased by 5.7% during Q4 while the group’s other Tequila brands (which includes 1800 Tequila) collectively rose by 2.7%
which includes Bushmills Irish whiskey and Kraken rum
Ready-to-drink (RTD) sales plunged by 31.2%
Cuervo&#8217;s biggest market with 57% of sales
The group noted that the favourable foreign currency effects from the depreciation of the Mexican peso against the US dollar boosted sales in North America
Representing 25.2% of the group&#8217;s full-year sales
The rest-of-the-world region dipped by 0.6%
Full-year sales for the Jose Cuervo brand dropped by 2.9%
‘other Tequila’ was up by 2.2% and the rest of the group’s spirits dipped by 0.1%
The firm noted that its Tequila portfolio performed ‘strongly’ in North America
but RTDs suffered a double-digit drop due to ‘market saturation’ and competition from smaller formats
Jose Cuervo’s performance was affected by ‘distributor-level destocking efforts and increased promotional activity from lower-end brands’
we face an industry landscape shaped by evolving market conditions
our primary goal is to stabilise and build on last year’s market share gains
We will focus on aligning shipments with depletions
we are committed to optimising performance through strategic execution
and staying agile in the face of new challenges and consumer trends.&#8221;
Chief marketing officer Lander Otegui recently discussed the <a href="https://www.thespiritsbusiness.com/2025/02/jose-cuervo-on-protecting-the-future-of-tequila/">evolution of the Jose Cuervo Agave Project</a> and how the brand’s large scale allows it to be at the forefront of sustainable advancements in Tequila
Proximo Spirits chief marketing officer Lander Otegui discussed the evolution of the Jose Cuervo Agave Project and how the brand&#8217;s large scale allows it to be at the forefront of sustainable advancements in Tequila
Being the <a href="https://www.thespiritsbusiness.com/2024/06/top-10-biggest-selling-tequila-brands-2/">world&#8217;s biggest-selling Tequila brand</a> (9.5 million nine‐litre cases sold in 2023)
Jose Cuervo’s output in terms of sustainability can often be misread
smaller or newer independent brands are assumed to be the ones leading the charge
Otegui explains to us: “When you look at who we are and what we know
I think it is sometimes mistaken for ‘being the largest is more damaging’ and for being industrialised
We produce products at large-scale like Jose Cuervo
we produce high-quality Tequilas like Maestro Dobel
but scale is not contradictory with quality or sustainability
Having a large scale actually gains the ability to be much more invested in the space.”
He says that sustainability in Tequila is a &#8220;topic that sometimes gets overused” and that “a lot of brands use it without really showing how they&#8217;re using it or how they&#8217;re doing it”
Adding: “I think that&#8217;s something that organisations
but also consumers need to be a little bit more critical about how they endorse and support the brands if they&#8217;re not telling you what they&#8217;re doing
because it&#8217;s becoming a little bit of a standard without having any factual information behind it.”
Thanks to its size and age (<a href="https://www.thespiritsbusiness.com/2019/06/jose-cuervo-a-brand-history/">being the oldest Tequila brand in the world</a>
Jose Cuervo’s efforts in sustainability are done at the largest scale and are the most advanced
putting the brand at the forefront of the movement
Otegui notes that “If you go to Tequila and speak with the people
we are probably the company that they&#8217;re going to tell you is doing the most
I think it&#8217;s a great opportunity because we&#8217;re at the forefront when it comes to not only support
but we&#8217;re actually in the communities too
That&#8217;s also a big part of who we are.&#8221;
Jose Cuervo&#8217;s scale allows the brand to do things that other producers simply that don&#8217;t capacity for
which Otegui explains in detail: “I would say the majority of the companies don&#8217;t own their own agave
This year we&#8217;re going to be close to producing our Tequilas with almost 70% of our own agave
It means that we have long-term contracts with agave growers
which in turn means they have a steady source of income from us
“It’s very different from most other Tequila companies that are just buying at spot prices in the market
That&#8217;s only hurting the agave growers
which is not the case for us as we are paying more and at fairer prices
“We have multi-generational growers in our roster
We support them in the research we carry out on how to take care of the plants – how to grow and keep them healthy
for them to be more successful with our crops.”
While looking after the land of Tequila and its people has been an integral part of the brand’s mantra since it was founded
Jose Cuervo committed to a programme called the Agave Project in 2019
which would open up this mission in a more consumer-facing way
Central to the project is reusing the fibers from agave plants
which look like hay and are leftover from the piñas once those have been extracted for their Tequila juice
composting leftover agave waste from the distillation (described by Otegui as “the most popular and the easiest” form of sustainability) has been done by the brand
But the fibers have also seen the hand of innovation
which Otegui says is being utilised in a way that is more consumer friendly
and being able for consumers to see and touch the actual products
“We&#8217;ve been teaching this lesson on sustainability for many
but this was the first time we’ve started communicating what we&#8217;re doing in a way that&#8217;s more tangible for people to see”
which in turn gave them a space in Tequila to sell their products
there were collaborations on surfboards with San Diego surfboard shaper Gary Linden and guitars with Gibson
both 100% made from agave and a showcase of how Jose Cuervo is engaging in more sophisticated and advanced processes to find ways into the usage of the fibers
The initiatives are also developed with intent of being scaled up
“We were getting a lot of requests from restaurants
and we started using them in our events and music festivals where there tends to be a lot of single-use plastic and plastic waste
We also put them in value packs with agave-based shakers
“It&#8217;s another way for consumers to really get a sense of what agave can be
And we are also doing a major push on agave fibers for the clothing industry
which is something that we&#8217;ve seen in other other types of natural fibers
I think that&#8217;s something that can be scalable and something that consumers will appreciate.”
Otegui notes that Cuervo has “done pretty much everything that any other competitor has
and without using it as a campaign – simply because it was right.”
“I think we see sustainability in a 360-approach rather than just what we do for agave
it&#8217;s more about what we do for the whole ecosystem
As other brands follow in its footsteps in trying to create this sort of circular economy
he maintains that it needs to be a long-term commitment
“I really hope that more brands start to support that community because when you look at the Tequila industry
Most Tequila brands are owned by international or American corporations
where as we are the only large Tequila brand that is really Mexican
and that continues to really support the Mexican communities
they might make a school but then if you ask them six months after ‘what&#8217;s happening in that school’
“I think if people are committing to support
then this has to be for the long term and something that is not only there to sustain
While there is much focus on agave – and understandably so – water waste is an issue in Tequila that can slip under the radar in comparison
but one that Otegui highlights as “the biggest issue that I think we&#8217;re facing today”
he queries: “How do you drain water if you&#8217;re not a company that has a skill that we have
And that&#8217;s what&#8217;s really difficult for medium and small sized organisations or producers
but that&#8217;s the biggest topic and the biggest issue that needs to be addressed.”
Making spirits in general requires a lot of water and Tequila is a dry area
which Otegui says is fortunate in the sense that “the agave plant doesn&#8217;t need a lot of rain water
so we don&#8217;t need to irrigate the agave crops like you do for corn or for other types of grains in other industries or in other categories.”
the process does result in a lot of water waste
which Otegui says Jose Cuervo is addressing through its state-of-the-art water treatment plants
if you went to where Tequila production happens in Mexico
And piñas are the byproduct from the distillation process and the permutation process is not very-environmentally friendly
It creates a lot of damage to the rivers and to the mountains
developing water treatment plants was a major initiative
We&#8217;re talking about something about US$100million to get those water treatment plants
which is something that we pride ourselves on
There&#8217;s very few Tequila distilleries that have water treatment plants
&#8220;We are trading 100% of our water through them and we&#8217;re also using biogas
which is another very sustainable way to fuel our ovens
and that comes from the water treatment plants too
and we&#8217;re putting them back into our system
and also back into the environment in a cleaner way.”
The water treatment plants are installed at all the brand&#8217;s facilities in Mexico and remove 100% of vinasses (wastewater) generated from the Tequila production process
Otegui says there will be a “much more measured and structural approach” to what Jose Cuervo will do
it&#8217;s a commitment that we&#8217;re putting out to the world
where we&#8217;re saying we want Tequila to continue to be what it is today
Jose Cuervo was named the <a href="https://www.thespiritsbusiness.com/2024/06/supreme-brand-champion-2024-jose-cuervo/">Supreme Brand Champion</a> in the 2024 edition of The Spirits Business&#8217;s <a href="https://www.thespiritsbusiness.com/issue/brand-champions-2024/">The Brand Champions</a> report
the world's largest tequila producer with a portfolio of more than 30 spirits brands
expects to invest between US$110 and US$130 million in 2025
while anticipating a challenging year due to more moderate consumption and trade uncertainty with the United States
“We believe 2025 will continue to be a challenging year
are for a negative performance for the industry
the tequila industry is projected to grow by 1.7%,” said the company's General Manager of Administration and Finance
Faced with an uncertain environment and more cautious consumers
he explained that they estimate that net sales will grow by mid-single digits compared to 2024
This outlook is based on the assumption that the tariffs that the U.S
government is seeking to impose on imports of products from Mexico will not be applied
'It will be an interesting and challenging 2025,' he highlighted after estimating that the impact from tariffs will be approximately US$80 million in 2025
This will be the case if mitigation measures are not taken through pricing and operational efficiencies
Africa (EMEA) and Asia-Pacific (APAC) are offering growth opportunities compared to the U.S
total sales volumes fell 6.2% to 25.394 million nine-liter cases
This decrease was the result of a 4.1% decline in the United States and Canada
The main cause was a sharp decline in sales of ready-to-drink beverages
especially in the United States and Canada
in order to strengthen its operations in this category
it is working on innovation and the launching of new flavors
 We’re in the business of providing relevant information through print and electronic media
organizing events to bring industrial value chain actors together and services to create new business relationships
Our goal is to improve our clients’ competitiveness
The likely impact of President Trump’s 25% tariffs on all goods imported to the US from Mexico and Canada was put into stark reality by the world’s biggest producer of tequila
Jose Cuervo owner Becle warned its shareholders that the tariffs will cost it about US$80 million (£64 million) this year
said that the company however had taken pre-emptive action and “proactively increased inventories in the US
The downturn in the US market for tequila has already hit <a href="https://www.cuervo.com.mx/">Becle</a> which has reported a 21% fall in net profits as demand in the world’s biggest market for tequila slides
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Trump has confirmed that the 25% tariffs will go ahead on Tuesday (March 4) because “drugs are continuing to pour across the border”
 He believes they will force Mexico and Canada to take stronger action against smuggling into the US as well as helping to curb illegal immigration
Excluding the impact of the probable tariff penalty
de la Maza believes Becle will incur capital expenditure this year of between US$110 million and US$ 130 million and predicts that net sales are expected to grow in “mid-single digits”
He also said that Becle expects gross margins to be “enhanced” while we “navigate through uncertainties”
The weak results and the revealing of the potential impact of Trump’s tariffs have wiped 4 billion pesos (US$196 million) from Becle’s share value this week
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Jose Cuervo has introduced a Tequila spirit drink with a lower ABV called Devil&#8217;s Reserve
which is infused with &#8216;sweet heat&#8217;
the new Tequila-based spirit is the company&#8217;s answer to rising interest in the Tequila category and lower-alcohol options
Described as &#8216;smooth and devilishly delicious&#8217;
Cuervo Devil’s Reserve can be enjoyed chilled as a shot or in cocktails
Lander Otegui, senior vice president of marketing at <a href="https://www.thespiritsbusiness.com/2023/10/proximo-spirits-takes-control-of-spanish-distributor/">Proximo Spirits</a>
said: “Devil’s Reserve unleashes an entirely new taste upon the world of Tequila
bringing the devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand
&#8220;Cuervo has an epic legacy in creating centuries of good times across 10 generations
and no one knows how to raise a little hell as much as we do
Devil’s Reserve has a light yellow hue and a taste of &#8216;sweet heat&#8217;
The bottle design boasts a vibrant label inspired by Mexican folk art
Cuervo teamed up with West Coast Customs from the TV series Pimp My Ride to design unique custom Devil’s Trucks as part of a promotional tour in the US
These distinctive vehicles are set to visit cities such as Chicago
offering fans aged over 21 the opportunity to sample the Devil’s Reserve
The tour will continue until the end of the year
The brand is also collaborating with media company Always Friday Media and its &#8216;cult-favourite&#8217; brand Friday Beers for the &#8216;Raise a Little Hell&#8217; tour
which is timed to coincide with major hometown football games throughout 2024
Jose Cuervo Devil’s Reserve is now available at select retailers nationwide for US$20.99 per 750ml bottle
Earlier this year, <a href="https://www.thespiritsbusiness.com/2024/06/supreme-brand-champion-2024-jose-cuervo/">Jose Cuervo</a> launched ready-to-serve <a href="https://www.thespiritsbusiness.com/2024/03/jose-cuervo-debuts-raspberry-colada-margarita/">Raspberry Colada</a> as part of its Margarita range
In July this year, a fire broke out at Jose Cuervo&#8217;s La Rojeña factory in Mexico, resulting in the <a href="https://www.thespiritsbusiness.com/2024/07/fire-at-jose-cuervo-distillery-kills-six/">loss of six lives</a>
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As<a href="https://stupiddope.com/?s=National+Margarita+Day"> National Margarita Day</a> approaches on February 22
there’s no better way to raise a glass than with Jose Cuervo
the tequila that has been a part of the cocktail’s history for over 230 years
consistently ranking as the top-selling cocktail in 2024
While the origins of the margarita remain debated
one thing is certain—Jose Cuervo was there from the very beginning
With its deep-rooted legacy in tequila craftsmanship
Cuervo continues to lead the way in modern cocktail culture
making it the ideal choice for celebrating this tequila-forward holiday
The exact story behind the margarita’s invention is a cocktail mystery that has been passed down through generations. While no single account can claim definitive authenticity, there are a few standout legends that tie its creation to Jose Cuervo<a href="https://stupiddope.com/?s=tequila"> tequila</a>
One popular story traces the<a href="https://stupiddope.com/?s=cocktails"> cocktail</a>’s roots back to the 1930s at a Los Angeles bar called Tail O’ The Cock
bartender Johnny Durlesser noticed a woman frequently visiting the establishment and
decided to experiment with a mix of Cuervo tequila
giving birth to what is now known as the margarita
Another account comes from the Beckmann family
visited a bar at Caesars Hotel in Tijuana during a tequila promotion
“Margarita,” the drink was christened on the spot
one fact remains—Jose Cuervo has played a pivotal role in the margarita’s history
and its tequila remains a go-to choice for crafting the perfect version of the drink
Jose Cuervo holds the distinction of being the first-ever tequila company
it has been at the forefront of tequila innovation
consistently evolving while staying true to its roots
As margaritas continue to dominate the cocktail scene
Cuervo remains a trusted favorite among bartenders and tequila enthusiasts
the margarita reigns supreme as the best-selling cocktail
proving that this tequila-based classic is just as popular today as it was nearly a century ago
Whether served in a traditional salted-rim glass or transformed with flavors like mango
the margarita is a drink that adapts to every preference
When it comes to making a top-tier margarita, using quality tequila is key.<a href="https://cuervo.com/cocktail-recipes/cuervo-margarita/"> Jose Cuervo Tradicional Blanco</a> provides the perfect foundation for a well-balanced cocktail
blending smooth agave notes with the crisp
Here’s how to mix up the perfect Cuervo margarita at home:
While the classic margarita is a go-to favorite
there are plenty of ways to switch it up for National Margarita Day
Consider adding a spicy kick with a few slices of jalapeño
blending in fresh fruit like strawberries or watermelon
or experimenting with smoked salt rims for an extra layer of flavor
simply blend the ingredients with ice until smooth for a refreshing twist on the traditional recipe
Whether you’re going on the rocks or blended
the key to a great margarita lies in using high-quality tequila—which is why Jose Cuervo remains the gold standard
With National Margarita Day arriving on February 22, there’s no better excuse to indulge in this timeless cocktail. Whether hosting a gathering, visiting a favorite bar, or crafting drinks at home,<a href="https://cuervo.com/cocktail-recipes/cuervo-margarita/"> Jose Cuervo</a>’s Tradicional Blanco ensures a smooth
Raise a glass, mix up a Cuervo classic, and toast to one of the world’s most celebrated cocktails. Head over to <a href="https://sovrn.co/1htqqu1">Reserve Bar</a> to pick up a bottle today
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As summer winds down and Labor Day weekend approaches, you might be looking forward to soaking up the last rays of sunshine with friends, family, and of course, a refreshing margarita in hand. But what if Mother Nature decides to rain on your parade? Don’t let a dreary forecast ruin your plans—<a href="https://stupiddope.com/?s=Cuervo">Cuervo</a> has you covered with their $50 Marg-a-Raincheck giveaway
Summer is synonymous with margaritas, but unexpected rain showers can turn your outdoor gatherings into soggy affairs. Cuervo understands that nothing should come between you and your favorite summer cocktail, not even a little rain. That’s why they’re offering the Marg-a-Raincheck, a chance to enjoy a round of<a href="https://stupiddope.com/?s=margaritas"> margaritas</a> on them
If rain clouds roll into your city this<a href="https://stupiddope.com/?s=Labor+Day"> Labor Day</a> weekend
Cuervo is ready to brighten your day with a $50 margarita giveaway
Here’s how you can claim your Marg-a-Raincheck:
Don’t let a little rain dampen your spirits this Labor Day
no matter what the weather throws your way
and get ready to enjoy a well-deserved margarita on Cuervo
If the devil on your shoulder is whispering about a fiery night out, it’s time to listen. Cuervo, the world’s #1<a href="https://stupiddope.com/?s=tequila"> tequila</a> brand
a tequila infused with a devilishly delicious
It’s perfect for those nights when you want to raise a little hell—and what better way than with a lower ABV tequila that still packs a flavorful punch
Legend has it that the Devil got a little bored and decided to throw the ultimate party in hell. Naturally, he sought out<a href="https://stupiddope.com/?s=Cuervo"> Cuervo</a>
because if anyone knows how to bring the fun
it’s the folks behind generations of good times
The deal was simple: for all the Cuervo tequila produced
bringing back a devilishly sweet heat from its fiery journey
Devil’s Reserve is the mischievous spirit you need for those nights of debauchery—whether it’s shooting chilled shots or crafting some dangerously good cocktails
are leaning into flavorful spirits with a lower ABV
a little spice and sweetness never hurt anyone—unless we’re talking about your hangover the next day
“Devil’s Reserve unleashes an entirely new taste upon the world of tequila
bringing the Devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand,” said Lander Otegui
Senior Vice President of Marketing for Proximo Spirits
this isn’t just another tequila—it’s a party starter
Devil’s Reserve stands out with its fiery yellow hue and a bottle design that’s as hot as the tequila inside
Inspired by Mexican folk art—think loteria cards
and the fantastical Alebrije art styles—it’s a showstopper even before the first sip
To bring this spicy spirit to tequila lovers across the U.S., Cuervo has partnered with West Coast Customs to create one-of-a-kind Devil’s Trucks. These custom rides will be touring the country, giving fans 21+ a chance to experience the sweet heat firsthand. Stops include major cities like Chicago, Orlando, Tampa, Nashville, and more. For cocktail recipes and more info, head over to<a href="http://www.devilsreserve.com"> www.DevilsReserve.com</a>
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Purple Creative has created a through the line campaign for Jose Cuervo Especial limited edition bottles that brings the fun, joy and traditions of Day of the Dead to life.&nbsp;&nbsp;
The creative agency based this year’s colourful campaign around the tradition of the ‘calaverita’, a short satirical rhyming poem written and shared amongst friends and family in Mexico around Day of the Dead. Like a ‘roast’, the cheeky poems often poke fun at life and love, perfectly capturing the spirit of the fiesta and mirroring the sociability of drinking Jose Cuervo with loved ones.&nbsp;&nbsp;
“Day of the Dead is one of Mexico’s oldest and most iconic festivals – where families honour and celebrate their deceased relatives by getting together with delicious food, great tequila and fiesta into the night! There’s a misconception that it’s just ‘Mexican Halloween’ – but it’s so much more than that. It’s meaningful, life-giving, joyful and has wonderful traditions attached to it, like the calaverita!” said Aileen Cotter, global brand manager, Jose Cuervo.&nbsp;
As the world’s number one tequila brand, Jose Cuervo has been leading the Day of the Dead celebrations for decades. Every year, the brand releases two collectable limited edition bottles, on for blanco and one for reposado, illustrated by a Mexican artist. This year, illustrator El Mictlart, has brought the bottles to life in a bold and colourful way, each design surrounded by a fun calverita poem, written specifically for the campaign.&nbsp;
Purple’s creative concept focused on exploring and leveraging the calaverita in lots of fun and memorable ways to excite and engage the tequila-loving target audience – as well as inspiring global markets to stretch the idea.&nbsp; &nbsp;
“This year was all about having fun with the calaverita theme, teaming up with our wordsmiths and really playing with the messaging. Visually, we brought the concept to life by adding richness to the illustration – and using the papel picado style bunting to hold all the iconic calaverita verses, whether that’s cheeky poems or on-trade bar promotions that get people to write their own calaverita for a margarita!” said Gwyn Edwards, creative director, Purple Creative.&nbsp;
The campaign included traditional key visuals and OOH media but really took on a life of its own in dynamic animations on social platforms, expressive GIFs, as a calvarita generator that writes ‘personal’ poems for people and fun on and off-trade calaverita activations.&nbsp;
“The campaign has really inspired our markets and is being used in so many creative and fun ways. I hope it gets more people to understand and appreciate Day of the Dead and encourages them to celebrate the ultimate afterparty!” said Aileen Cotter, global brand manager.&nbsp;
The calaverita Day of the Dead 2024 campaign was packaged in a comprehensive toolkit for markets to use and is now live across the world.&nbsp;
Reporting by Lizbeth Diaz; Additional reporting by Adriana Barrera; Writing by David Alire Garcia; Editing by Miral Fahmy
the world’s premier mixed martial arts organization and part of TKO Group Holdings (NYSE: TKO)
today announced a five-year extension of their groundbreaking U.S
marketing partnership that showcases Cuervo within UFC’s biggest events
Cuervo became UFC’s first-ever “Official Tequila Partner” in 2021
forging a partnership between two iconic brands.&nbsp; The companies collaborated on campaigns to bring fans together
such as “Cuervo in Your Corner,”&nbsp;which celebrated UFC’s biggest events with exciting
Cuervo and UFC will take their fan campaign to the next level - from a new ad campaign and brand activations to complimentary perks
The Cuervo Challenge: One Round in the Octagon
“UFC has a dedicated fan base that embodies the Cuervo brand ethos
It’s been a successful first few years as the Official Tequila of UFC and we’ve seen more fans enjoy Cuervo across new occasions and experiences thanks to our partnership with UFC,” said Lander Otegui
Senior Vice President of Marketing at Proximo Spirits
“We’re proud to be the world’s number one tequila and we hold that title for a reason
The Cuervo Challenge and ‘One Round in the Octagon’ directly showcase the quality tequila we produce and how much better it tastes compared to that of our competitors.”&nbsp;
“Cuervo has been a fantastic partner and we’re looking forward to continuing to work alongside them for many years to come,”&nbsp;said&nbsp;Grant Norris-Jones
Executive Vice President and Head of Global Sponsorships for TKO.&nbsp; “As the world’s number one tequila
Cuervo excels at bringing friends together and turning a good time into a great time
which is why we’re proud to share our widely popular platforms to help them connect with our fans.”&nbsp;
As the “Official Tequila Partner of UFC,”&nbsp;Cuervo will receive prominent brand placement inside the world-famous Octagon® at every UFC event held in the U.S.
as well as within the Octagon during every episode of Dana White’s Contender Series and the groundbreaking reality series The Ultimate Fighter
Cuervo will also be integrated&nbsp;into broadcast features throughout the Main Card of every UFC Pay-Per-View globally
Beyond the live event activations,&nbsp;UFC and Cuervo will collaborate on original content to be distributed through UFC’s popular digital and social channels that reach more than 266 million users worldwide
The renewed partnership also&nbsp;provides for an annual Brand Ambassador program that will include appearances
and creative campaigns featuring UFC athletes
Cuervo will next activate the partnership around&nbsp;the action-packed <a href="/event/ufc-303">UFC 303: PEREIRA vs. PROCHAZKA 2</a>,&nbsp;which takes place Saturday
The main event will feature current UFC light heavyweight champion Alex Pereira defending his title against former UFC light heavyweight champion Jiri Prochazka in an explosive rematch.&nbsp; UFC 303: PEREIRA vs
PROCHAZKA 2&nbsp;will anchor the 12th Annual UFC International Fight Week
a celebration of combat sports that also includes the 2024 UFC Hall of Fame Induction Ceremony and UFC X
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Go Through All The Heavyweight Title Winners In UFC History
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Dana White's Contender Series Returns As Prospective Fighters Fight For A UFC Contract In Front Of UFC President Dana
Cuervo y Sobrinos decided to expand its horizons and explore new frontiers by introducing a line of premium cigars
Inspired by the rich Cuban heritage that has characterized the brand for generations
Cuervo y Sobrinos cigars are made with Cuban seed tobacco
What makes Cuervo y Sobrinos cigars truly exceptional is the meticulous process of their production
have joined forces to produce these high-quality cigars
Each one is hand-rolled with passion in Estelí
&#8220;We aigarre thrilled to introduce Cuervo y Sobrinos cigars to the world,&#8221; says Fernando Navarro
we continue to honor the rich heritage of Cuervo y Sobrinos while exploring new possibilities in the world of premium tobacco
We are confident that fans will appreciate the exceptional quality and unmatched flavor of these cigars.&#8221; 
The launch of Cuervo y Sobrinos cigars is marked by a series of exciting events taking place around the world. For more information on the launch of Cuervo y Sobrinos cigars visit <a href="http://cigarconexion.com" target="_blank" rel="noopener">cigarconexion.com</a>
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An explosion at Becle&#8217;s Casa Cuervo distillery in the town of Tequila
A 500,000-litre tank ignited and exploded on Tuesday (23 July)
killing six workers and injuring two others
It also damaged the facility and set nearby tanks on fire
the chief of emergency services and firefighters in Jalisco state told Reuters
“The fire reached a 200-litre drum containing raw material waste
Thanks to the rapid and efficient intervention of the municipal civil protection staff
in coordination with the company&#8217;s Internal Civil Protection unit
the fire was brought under control,” Jalisco’s civil protection and firefighters authority said on social media
An additional fire occurred in a storage area for packaging materials but was quickly put out by firefighters
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The local authorities said they are continuing to monitor the situation
Just Drinks has contacted Becle for comment
Becle is a family owned spirits company headquartered in Mexico
which claims to be the world’s largest Tequila producer
Its Tequila brands include Jose Cuervo Especial
In March, a US investment firm <a href="https://www.just-drinks.com/news/becle-shareholder-urges-tequila-producer-to-consider-sale-merger/" target="_blank">delivered a letter</a> to Becle urging the producer to increase shareholder value by considering a sale or merger
which beneficially owns in excess of 15 million common stock shares
recommended Becle look at “broader” options for raising shareholder value
It said “shares have performed quite poorly” since Becle went public in 2017 and suggested the Mexico-listed company relist to a more lucrative stock exchange
Becle’s earnings per share fell to 1.32 pesos (US$0.08) from 1.64 pesos in 2022
EPS rose to 0.55 pesos compared to 0.39 pesos in Q4 2022
Becle posted net sales of 44.4bn pesos ($2.39bn)
EBITDA fell 25.7% to 7.3bn pesos while net income fell 19.5% to 4.7bn pesos
Operating income fell 29.8% to 6.2bn pesos
Nominations are now open for the prestigious <a href="https://www.just-drinks.com/excellence-awards/?utm_source=verdict_news&utm_medium=footer_cta&utm_campaign=EA_2025_news&utm_id=exawards2025" target="_blank">Just Drinks Excellence Awards</a> - one of the industry's most recognised programmes celebrating innovation
This is your chance to showcase your achievements
Don't miss the opportunity to be honoured among the best - submit your nomination today
Give your business an edge with our leading industry insights
<a href="https://www.just-drinks.com/all-newsletters/">View all newsletters</a> from across the GlobalData Media network.
</a>New MexicoMenu{"@context":"https://schema.org","@graph":[{"@type":"Article","@id":"https://www.onlyinyourstate.com/experiences/new-mexico/ghost-town-of-cuervo-nm/#article","isPartOf":{"@id":"https://www.onlyinyourstate.com/experiences/new-mexico/ghost-town-of-cuervo-nm"},"author":{"name":"Juliet White","url":"https://www.onlyinyourstate.com/authors/jwhite","@id":"https://www.onlyinyourstate.com/#/schema/person/dXNlcjo4Mw=="},"headline":"A Creepy Ghost Town In New Mexico
highly curated editorial content brings attention to hidden gems
Share LinkA Creepy Ghost Town In New Mexico
Cuervo Is The Stuff Nightmares Are Made OfCuervo
New Mexico is an easily accessible ghost town with a history of alleged paranormal activity and crimes
That's because New Mexico's history is closely tied to mining and railroads
many places experienced a brief period of prosperity
Some people find the uninhabited or barely-occupied ghost towns left behind fascinating
Are you brave enough to visit this ghost town in New Mexico
<a href="" target="_blank" rel="noreferrer noopener">Lane B.</a>Cuervo sprang to life at the start of the 20th century
This little railroad town was chugging along just fine
It benefitted from the construction of Route 66
While it wasn't going to win any "most likely to succeed" awards
<a href="" target="_blank" rel="noreferrer noopener">Lane B.</a>Then came I-40
The interstate literally severed Cuervo in two
<a href="" target="_blank" rel="noreferrer noopener">Lane B.</a>The Cuervo
NM ghost town does have some residents - 58 of them
A local garage seems vaguely operational but
<a href="" target="_blank" rel="noreferrer noopener">Lane B.</a>It's eerie to wander around these empty buildings, witnessing people's discarded dreams.
Couches, with springs protruding, sit in vacant living rooms - an illusion of hospitality. There's a stove in one of the kitchens, but no one around to cook. Wind gusts through shattered or missing windows, creating a foreboding and melancholy soundtrack.
Cuervo is easily accessible - right off I-40
The convenience of its location sometimes means problems and possibly even crimes
as discussed in this YouTube video from KRQE:
Some people claim to have had paranormal experiences in the town
(Warning: this video contains some profanity at the end.)
Is Cuervo a literal ghost town or is it haunted by human predators
Maybe it's just one of the many abandoned places in New Mexico that is frozen in time and maintains a fascinating history through its remnants
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A sixth worker has died from the blast at the Jose Cuervo tequila distillery in Tequila
reported rescue teams on Wednesday found another body at the distillery
On Tuesday the beverage company said the explosion occurred as employees were carrying out maintenance work
Authorities that night said the situation was under control
but on Wednesday morning a second fire broke out in a storage area with cardboard and other materials
An explosion and fire at a factory that makes Jose Cuervo tequila in Mexico killed at least five people Tuesday and forced the evacuation of tourists from the area in the spirit&#x27;s hometown of Tequila
the head of the state&#x27;s emergency services said on Tuesday
The Casa Cuervo distillery in the town of Tequila
Jalisco state is the world’s largest producer of tequila
At least 40 firefighting and civil protection teams responded to the scene
the chief of emergency services and firefighters in Jalisco state
told Reuters the blast occurred in a 500,000-litre tank at the plant
and the resulting fire was put out by company personnel
operated by the world&#x27;s largest tequila maker Becle
the company confirmed the death toll from the accident at its Rojeña plant
adding that several other workers were injured
The explosion in one tank triggered a fire in three others
according to a statement from emergency services released later on Tuesday
A photo of the aftermath of the explosion released by emergency services showed a large metal tank emblazoned with the Cuervo logo collapsed on its side
home to several distilleries of the agave spirit
is a popular tourist destination about an hour&#x27;s drive northwest of Guadalajara
&quot;So far the deaths of five people are confirmed
workers of the company,&quot; the civil protection unit in the western state of Jalisco said in a statement
Kristen also worked in television as the digital producer helping write scripts for advertiser spots
and other consumer magazines owned by Petersen Publishing and Weider Publishing
She also worked at a Microsoft partner magazine
Redmond (formerly Microsoft Professional magazine) as the associate editor
Kristen worked as the editorial assistant for a regional weekly newspaper while earning her B.A
in journalism with a concentration in public relations from Central Michigan University
Conagra Brands to Sell Chef Boyardee for $600M
A tank explosion at Jose Cuervo&#8217;s La Rojeña factory in Mexico on Tuesday has resulted in the death of six workers
Jose Cuervo confirmed the incident at its factory in the town of Tequila in Jalisco
which took place on Tuesday 23 July at 4.30pm CST
“We are saddened to confirm that five individuals have lost their lives
and others were injured while performing maintenance work at the distillery,&#8221; a company spokesperson said
&#8220;The fire was effectively controlled and extinguished under strict safety protocols
the distillery and its surroundings were evacuated
We are fully cooperating with the relevant authorities to investigate the cause
“Casa Cuervo reiterates that the safety and well-being of our employees
and we extend our deepest condolences to the families and loved ones affected by this incident.”
Mexican authorities have since confirmed another body has been found
and a further two workers have been injured
Another fire was reported to have broken out the next morning
though it is unclear if someone was inside the distillery at the time
On <a href="https://x.com/PCJalisco/status/1816138531997376845">X</a> (formerly Twitter)
the Jalisco Civil Protection Unit (JCPU) account said: “This morning while the cooling and debris removal manoeuvres continued after the fire that occurred yesterday in a distillery in the central area of ​​the municipality of Tequila
a lifeless person was located inside a retention pit
the number of people who died as a result of the incident at the Tequila company has risen to six
during the morning a new fire broke out in a storage area for cardboard and other materials
&#8220;The fire reached a 200-litre drum containing raw material waste
Thanks to the rapid and efficient intervention of the Municipal Civil Protection staff
in coordination with the company&#8217;s internal Civil Protection Unit
&#8220;It is important to emphasise that local authorities continue to monitor the situation and work together to ensure the safety of the community and prevent future incidents.”
Jose Cuervo is the <a href="https://www.thespiritsbusiness.com/2024/06/top-10-biggest-selling-tequila-brands-2/">world&#8217;s biggest selling Tequila brand</a> and La Rojeña is where it distills its products
The Proximo Spirits-owned brand has grown its volumes in five years from 7.3m nine‐litre cases to 9.5m last year
An explosion at a <a href=https://www.reuters.com/world/americas/blast-jose-cuervo-plant-mexicos-tequila-kills-least-two-people-2024-07-24/>tequila plant</a> in Mexico killed at least five people and forced evacuations
At least five are dead after a 500,000-litre tank exploded at Jose Cuervo's Rojeña plant in Tequila
the chief of emergency services and firefighters
Two other people were also seriously injured, reports <a href=https://www.cbsnews.com/news/jose-cuervo-tequila-plant-explosion-fire-mexico-workers-dead/>CBS News.</a>
The explosion triggered the fire that started in three other tanks
according to a statement that was released on Tuesday
The cause of the explosion remains unknown
Cuervo®, recognized as the world’s number one tequila brand¹, proudly announces the return of the sixth annual <a href="https://www.akamba.mx/en/">Cuervo Akamba Festival</a> on May 3rd in the historic birthplace of the spirit: the Cuervo agave fields in Tequila
Timed to coincide with the official start of margarita season
and 100% blue agave tequila to create an unmatched experience for attendees—one that celebrates the timeless tradition of tequila production and the vibrant spirit of Mexican culture
A CELEBRATION OF AGAVE &amp; MEXICAN CRAFTSMANSHIP
the Cuervo Akamba Festival has grown into one of Mexico’s most iconic celebrations
and eco-friendly event set against the breathtaking
UNESCO World Heritage–designated blue agave landscape
Festivalgoers can look forward to dancing among the agave fields and enjoying unforgettable moments as they explore the artistry that has made tequila a cornerstone of Mexican heritage
The Cuervo Akamba journey begins aboard the Cuervo Akamba Express
departing from Guadalajara on a 120-minute train ride that immerses passengers in the festival’s vibrant atmosphere
Guests will enjoy artisanal Cuervo tequila cocktails
ensuring the celebration begins well before the festival gates open
The 2025 edition will feature a full day of DJ sets and live acts
Previous installments of the Cuervo Akamba Festival have welcomed acclaimed performers such as Disclosure
In line with a vision for responsible tourism and environmental conservation
the Cuervo Akamba Festival implements a range of sustainability initiatives
These efforts are part of the long-term commitment Cuervo launched through “The Agave Project” in 2019
As the tequila credited with inventing tequila
and repurposing 100% of the precious agave plant
This includes composting agave byproduct fibers and creating agave-based plastic alternatives for straws
attendees can immerse themselves in all that Jalisco has to offer—including culinary delights
and a vibrant cultural scene—ensuring a festival experience like no other
The Cuervo Akamba Festival is the perfect way to celebrate the essence of Mexico and toast the start of margarita season
To further mark the start of margarita season, Cuervo is offering U.S. consumers a chance to win a VIP trip to Tequila, Jalisco, Mexico to experience the Cuervo Akamba Festival in person. Interested participants can enter the sweepstakes at <a href="http://cuervomargaritaseason.com">cuervomargaritaseason.com</a>
Tickets are available now, starting at $1,300 MXN (approximately $70 USD) for festival entry and $4,500 MXN (approximately $225 USD) for festival entry plus travel on the Cuervo Akamba Express. For more details and ticket purchases, visit <a href="http://www.akamba.mx">www.akamba.mx</a> or follow the festival on Instagram at @akambamx
<a href="https://www.facebook.com/gratefulweb/">Progressive jam giants Umphrey's McGee‘s return to Las Vegas for the seventh installment of the massively popular UMBowl production was marked once again by a stand-out tour closing dual evening extravaganza where all stops were pulled out and the power given directly to the fans, for better or for worse.</a>
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Purple Creative have recently launched a dynamic summer campaign for Jose Cuervo
the campaign shows how tequila can be enjoyed in so many new and refreshing ways throughout the summer – the perfect and more colourful alternative to more traditional mixed drinks
“This is such a fun and refreshing campaign
excitement and vibrancy that tequila can bring to every occasion – Cuervo really is the perfect alternative to gin or vodka in the summer.” said Aileen Cotter
Tequila has been the on-trend spirit for several years now
and taking the world by storm for its range of nuanced agave flavour profiles
The paloma and the margarita have consistently been globally cited in the top five most popular cocktails
there’s still a long-held cultural perception
that tequila is the spirit to drink at 2am (usually in a nightclub!) as a shot with salt and lime – a misconception that Jose Cuervo wanted to break
The concept focuses on the refreshment and enjoyment moment of three key tequila long drinks
amplified through expressive typography in print and digital
summer vibes with bold and bright palettes that match each featured cocktail
all bringing the joy of drinking Cuervo to life in a dynamic way
“Sometimes it’s the simplest concept that has the most impact and answers the refreshment insight perfectly
the campaign had to be flexible and inspirational
to encourage global markets to use it in all channels and in different fun ways – hopefully we’ll be seeing it on everything from the beach to digital banners this summer!” said Gwyn Edwards
Purple Creative brought the Jose Cuervo fun to life in OOH and on-trade POS
Despite operating in a sector that has been flooded with new entrants
historical Tequila giant Jose Cuervo has enjoyed strong growth in 2024
The Tequila category has been on fire in recent years
with one brand maintaining its leadership position
it would be hard to find anyone who isn’t familiar with Jose Cuervo – a brand that operates the oldest distillery in Latin America
The family-owned Tequila is this year’s Supreme Brand Champion
after successfully growing from a large volume base in a rapidly premiumising category that continues to expand with new entrants
senior vice-president of marketing at Jose Cuervo owner Proximo Spirits
says the brand’s growth has been boosted by the company’s investment in premiumisation as it launches more high-end line extensions
He also notes that the company has been “leading the charge when it comes to aged expressions”
and is driving the cristalino category with its latest release
La Familia Reserva Añejo Cristalino Organico
joining La Familia Reserva Platino and Reposado variants as the brand’s latest organic offering
The cristalino segment is expected to account for nearly 10% of all Tequila sales by 2027
The booming ready-to-drink (RTD) category has also helped drive sales for the brand
enabling drinkers to enjoy pre-made Margaritas at home
And Otegui cites the importance of the brand’s global expansion over the past two decades
with the brand being available in more than 160 markets
The US remains the number-one market for Proximo Spirits’ Tequila portfolio
Otegui also highlights “incredible growth” in markets such as Canada
Otegui recognises an opportunity to grow the brand in Europe and Asia
where Tequila is “very small” compared with the whisky category
Tequila is a “very good substitute for gin drinks”
“When it comes to cocktails, of course the <a href="https://www.thespiritsbusiness.com/2024/04/us-favours-tequila-cocktails/">Margarita continues to be the number one in the US,</a> and we’re seeing a lot of innovation when it comes to the Margarita itself,” says Otegui
He is also seeing “a lot of very interesting Tequila substitutions” in cocktail menus
such as Tequila-based Old Fashioneds and Manhattans
a report by intelligence platform Overproof found Jose Cuervo Tradicional to be the most popular Tequila brand used to make a Margarita cocktail in US bars
The Margarita retained a fifth of all cocktail sales in the US on-trade in the last quarter of 2023
This year the company will also reveal a new design for its Cuervo Tradicional line, and a new flavour for its Jose Cuervo Authentic Margaritas RTD range. The new <a href="https://www.thespiritsbusiness.com/2024/03/jose-cuervo-debuts-raspberry-colada-margarita/">Raspberry Colada flavour</a> was the winner of last year’s Margarita Shake-Up contest
“We continue to invest very heavily behind the brand,” says Otegui
“This continues to be our number-one priority globally
So we continue to invest not only in international expansion and to hold our position
but we continue to elevate the brand to evolve in terms of consumer preferences with expressions like the cristalino
which has been very successful both in Mexico and in the US as the pilot market
and also continue to offer consumers a more premium expression
“We see a lot of movement in the luxury Tequila category
the category has experienced a tremendous explosion
with consumers already interested in drinking high-end Tequila.”
Otegui also notes a movement from drinkers of Cognac and Scotch whisky into Tequila
“We’re well positioned to capture that consumer that’s coming over from other categories,” he says
He believes high-end is the “clearest untapped opportunity” for Tequila because sales in this segment are concentrated in the US and Mexico
who loves luxury products and high-end Cognac and high-end Scotch
has really been exposed to high-end Tequila
There’s a massive opportunity for us to grow in those areas.”
Otegui says: “We want to continue seeing the success of the category for another 250 years
And we hope that the success continues not only for America
because we believe that Mexico has so much to offer when it comes to spirits and Tequila
“We want to make sure that every country and every consumer is at least aware of its existence.”
The Spirit Business published <a href="https://www.thespiritsbusiness.com/issue/brand-champions-2024/" target="_blank" rel="noopener">The Brand Champions 2024</a> report this month (June)
Proximo Spirits has launched a new product, <a href="https://cuervo.com/products/devils-reserve/">Jose Cuervo Devil&#8217;s Reserve</a>
marking the company&#8217;s biggest release in the past decade
Luke Foli from Proximo Spirits recently introduced the product
“It’s made with Jose Cuervo Silver infused with pineapple and jalapeno,” Foli said
The Devil&#8217;s Reserve offers a distinctive take on tequila
combining the sweetness of pineapple with a hint of jalapeno
Despite its aroma suggesting a strong spice
“It smells like it’s going to be really overpowering
but it’s not spicy at all,” Foli explained
This infusion makes the product a versatile choice for cocktails
including the &#8220;Devil Rita,&#8221; a new take on the classic margarita
Foli demonstrated the drink’s preparation: “We take an ounce and a half of Cuervo Devil’s Reserve
an ounce and a quarter of fresh lime juice
three-quarters of an ounce of our Aguero orange liqueur
The launch of Devil’s Reserve comes as Halloween approaches
aligning with the brand’s effort to refresh its image and invite customers to try something different
“We’ve been making tequila longer than anyone
We actually invented the margarita and the Cristalino,” said Foli 
we want people to revisit the brand and be open to new flavors.”
The product is now available at major liquor stores
making it easily accessible for customers looking to try something new this season
we’re showing just how smooth and versatile it can be.”
The Hilarious ‘Cuervo Challenge’ knocks out critics of the brand by taking them into the UFC Octagon with the interim heavyweight champion
Proximo Spirits’ best-selling tequila brand and the official tequila sponsor of the Ultimate Fighting Championship (UFC)
has launched a hilariously bold new campaign with UFC interim heavyweight champion Tom Aspinall
The campaign challenges Cuervo’s detractors to put their taste buds to the ultimate test
Enter ‘The Cuervo Challenge’ – a blind taste test that forces Cuervo’s harshest critics to face their tequila perceptions head-on
a contractor with a penchant for bluntness
Their mission: identify Cuervo as the tequila they’ve so creatively described as tasting “like barbecue sauce mixed with gasoline” or “bad – like ass.”
The ad kicks off with the host setting the scene
“You’re here because this guy heard what you said about Cuervo,” before rolling the now-infamous clips of their less-than-flattering reviews
they face the terrifying prospect of stepping into the Octagon with the formidable Tom Aspinall
Just as the gravity of their impending sparring session with Aspinall dawns on them
they’re invited to join him for a round of Cuervo tequila shots
The relieved smiles and shared laughs make for a memorable ending
renowned for his real people and hidden camera-style ads
known for his recent hilarious campaign with canned water company Liquid Death
I loved this idea from the first read,” said Cadman
“Flying Cuervo shit-talkers into Las Vegas and confronting them with the man-mountain that is Tom Aspinall is genius
and shooting this in the octagon at UFC Apex was the absolute icing on the cake
Tom and his brother Joe were absolute legends
had me in his ear all day and never broke character once
not even as the real-world participants failed their taste test
I absolutely adore these kinds of live and spontaneous shenanigans.”
The creative agency Mekanism led the campaign
Interested in creative campaigns? Check out our <a href="https://www.thedrum.com/topics/ad-of-the-day">Ad of the Day section</a> and sign up for our <a href="https://beat.thedrum.com/l/226242/2022-05-11/q979y">Ads of the Week newsletter </a>so you don’t miss a story
Jose Cuervo is one of the best-known producers of tequila in the world, with centuries of experience distilling the unique agave spirit. In addition to its line of traditional tequilas, it has introduced Devil's Reserve, a product that defies easy description. It straddles the line <a href="https://www.thedailymeal.com/1142362/liqueur-vs-spirits-the-key-difference-explained/" target="_blank">between a spirit and a liqueur</a>
as the tequila is infused with both spicy and sweet flavors
and it's made to be enjoyed equally as a cocktail ingredient and on its own
As a longtime bartender and cocktail creator, this product piqued my interest. <a href="https://www.thedailymeal.com/1240242/a-beginners-guide-to-tequila/" target="_blank">Tequila is such a special spirit</a>, that the idea of infusing it with other flavors feels borderline sacrilegious. As a fan of <a href="https://www.thedailymeal.com/drink/tequila-cocktails-recipe/" target="_blank">tequila-based cocktails</a> and spicy drinks in general
I thought that Devil's Reserve's flavor profile could be a convenient shortcut to making some fabulous drinks without too much fuss
and see what the devil this bottle has to offer
Some recommendations are based on first-hand impressions of promotional materials and products provided by the manufacturer/distributor/etc
Jose Cuervo Devil's Reserve tequila is available at most major alcohol retailers
Online retailers such as ReserveBar also carry this product
and you can likely find it at your local liquor stores
especially if these stores tend to carry other Jose Cuervo products
but actual prices may vary with each individual retailer and market
This particular tequila comes in 750-milliliter sized bottles
almost like when you first light a scented candle
Devil's Reserve is advertised as having a sweet heat
and that's what you get right off the bat with this fragrance: a combination of ripe tropical fruit and fresh chili peppers
as well as other tropical fruits like guava and mango
I have to say I'm a sucker for the profile here — I love this combination of flavors and aromas
Give me a spicy fruit salsa or ceviche any day
and I can happily imagine myself on a beach
This gives it a fairly light body and texture
which makes it easily sippable — it's not syrupy
The flavor echoes the aroma pretty closely
and the heat comes across as a mild tingly sensation
It finishes with a whiff of smoke that's a little jarring
with the label adorned by a charming devil figure drawn in a Mexican folk art style
Its relatively low price point gives it even more appeal
easy-drinking liquor to make shooters and party drinks with
or a bottle to have on hand to add a little heat and sweetness to your home cocktails
words: <a href="https://vinepair.com/author/peteo/" rel="author" class="fn alwaysupper">Pete O'Connell</a>
photography: estrellitafuentesmx - Instagram.com
<a href="https://www.nytimes.com/video/world/americas/100000009589265/explosion-jose-cuervo-tequila-factory-mexico.html" target="_blank" rel="noopener">Surveillance footage</a> shared by the Times shows that around 4:30 p.m
a burst of flames erupted from La Rojeña distillery
catapulting what appears to be a large metal tank into the air
the cause of the initial fire remains unknown
but it caused a boiler to explode and set four 60,000-gallon tanks ablaze
and a team of over 40 firefighters and civil protection officials reportedly arrived at the scene to control the fire and clean up debris
and the mayor of Tequila lifted a temporary stay-at-home order
a fire ignited in the distillery’s storage area
possibly due to embers from the night before
officials and responders were quick to extinguish it
Tequila is a misunderstood spirit. There are so many brands out there with beautiful bottles, buzzy words, and clever advertising, that it can be difficult to narrow down the best one based purely on taste. There are a lot of <a href="https://www.tastingtable.com/750191/store-bought-tequila-brands-ranked-worst-to-best/" target="_blank">fantastic tequila brands</a> out there
and if you're busy being swayed by a name or an ad rather than getting a little experimental
you're missing out on some potentially really great sips
To find the tequila that really works for you and your taste
Figure out which one speaks to you from an aroma
which one seems like it could complement your favorite tequila-based cocktail
and which one feels like a painful hangover in the making
Because there are hundreds of tequilas and each one tends to have at least three different age expressions — blanco
you know the drill — we did a blind tasting of 29 of the most popular tequila brands
We considered factors like aroma and taste
ignoring things like marketing speak and price
which can end up impacting the types of spirits we choose to enjoy in the first place
Read on to see which tequila reigns supreme when our eyes are closed
and each brand can only rely on the liquid in the bottle to prove it's truly the best
Some recommendations are based on firsthand impressions of promotional materials and products provided by the manufacturer
It's not often that you can smell a tequila before the glass is even put in front of you
the aroma of this one made its way to me well before the liquid did
with some little spicy notes of black pepper as well
but the alcohol burn really took over every possible flavor that may have been trying to get out
The texture is soft and a bit creamy but with a fairly fiery finish
For a blanco that I hoped would be as smooth and fresh going down as it was during that first heady inhale
which is why it takes the lowest ranking in this blind tasting
Coming in at number 28 in the tasting is Hornitos, a brand that I have only ever had in a <a href="https://www.tastingtable.com/688185/the-classic-margarita-cocktail-recipe/" target="_blank">frozen margarita</a>
like it had been sitting out for a long time and was starting to age
but after some swirls in the glass and a chance for it to breathe a bit more
some slight sweetness did make its way out
was immediately overpowered by some heavy alcohol burn
and my mouth was left with that leftover burn sensation
Despite some promising notes of sweetness at the beginning of each sip
the overall experience was relatively alcohol-heavy and a bit too strong for my liking
those initial aromatic notes are so important to the overall experience
and the aroma on Tequila Corralejo is something that pulled me in right away
My sinuses were instantly welcomed with light
delicate aromas of lilac and freshly cut grass
making me hopeful for an equally good sipping experience
The initial sip is fruity with a slight creaminess
that good feeling is instantly burned off with heavy alcohol and spice
The wonderful aroma here definitely bumped up the enjoyment of this tequila
but the fiery alcohol burn took away those initial enjoyable flavors
ending up in a fiery finish with some lingering minerality at the end
perhaps best enjoyed in a mixed drink rather than on its own
Super grassy on the initial inhale with some fresh
crisp notes as well as citrus and a little bit of cilantro
it's on the cusp of being a really lovely sip
my palate was met with agave and sweet melon
ending up in a fairly muted flavor overall
heavy spice and fiery notes tamped down that initial sweet fruit flavor
Remarkably, this ended up having an enjoyably smooth, warm finish with notes of black pepper. I certainly wouldn't mind this in a frozen margarita or even in a <a href="https://www.tastingtable.com/1050327/zesty-paloma-cocktail-recipe/" target="_blank">Paloma cocktail</a>
where the acidity of the grapefruit could mix nicely with the sweet and spicy notes throughout
a blanco that I was genuinely looking forward to trying as I had never tried it before
and the bottle is made from recycled materials
the idea is to reuse the bottle for some other kitchen good
The first inhale has a sort of plastic-y aroma
but after a few gentle swirls in the glass
that unpleasant scent goes away and the aroma is far more clean and bright
The flavor here is complex and rather savory
Even though I'm fully aware that I'm about to drink a tequila
I don't necessarily want to be hit in the face with the smell of alcohol before anything else
that's what happened here with Corazon in the 24 spot
and lime come through for a far more pleasant experience
The flavor on that first sip is crisp but extremely peppery. Even after subsequent sips where I hoped to get something more here, the pepper notes muted anything else. I can't picture sipping this blanco on its own, but the pepper notes do set it up nicely for a bloody maria or even a <a href="https://www.tastingtable.com/1307898/ultimate-spicy-margarita-tips-expert/" target="_blank">spicy margarita</a>
The immediate aroma from Don Fulano hit my sinuses like an 18-wheeler
heavy in spice and fire with noticeable ginger and clove as well
a quick swirl in the glass gave the spice a chance to calm down
and some cooked agave and toasted almond notes were able to come through for a far more enjoyable aroma
with some noticeable fire that lingered for a bit too long
I certainly see this one as another good example of a blanco that could work nicely in a savory tequila cocktail
allowing its peppery notes to really shine
The aroma of Don Julio blanco is so sweet and inviting
making for a lovely bouquet of aromas before diving in for that first sip
with hits of ripened stone fruit and sweet agave
A slight burn on the finish is present but not necessarily unpleasant
rather a reminder that this is a spirit meant to be sipped slowly rather than downed in one go
fruity flavor gets muted fairly quickly after only a few moments
which is a rather disappointing finish for a sip that I so enjoyed at first
As far as sipping tequilas go, I still firmly believe Don Julio is worthy of a neat pour, perhaps with an ice cube to really open things up. Of course, <a href="https://www.tastingtable.com/1203640/essential-tips-for-crafting-the-perfect-margarita/" target="_blank">the perfect margarita</a> is no good without a flavor-forward tequila
and this one has certainly earned its place with agave nectar and lime juice
not knowing where it came from or what brand it was
this is most definitely a blanco tequila." The hit of zesty citrus and cooked agave aroma on that first inhale was so familiar and welcoming
and it immediately made me want to reach for a wedge of lime so I could squeeze a few drops in to really make this complete
but it's quickly smoothed out by some honey sweetness
The texture is a little creamy and overall
this has a refreshing flavor that hangs around for several moments after that final sip
Some strong herbaceous notes came through towards the end
this was a light and delicate sip that never felt overly harsh or alcohol-forward
a blanco that spends 45 days aging in American white oak barrels
After a few deep inhales of this in the glass and an eventual taste
Without even knowing who made this tequila while tasting it
I could tell it was a higher caliber than a lot of what I had already tried
The initial aroma is herbaceous with a lot of grass and green pepper
a dramatic and enticing entrance to the first sip
and heavy spice flavor comes in to take hold
This is a high-end sip of blanco that I could picture myself sipping neat and enjoying every moment
crisp notes of melon and honey on the nose and a little bit of pine and oak in there
Alto Canto is well-deserving of its spot in the middle of this blind-tasting ranking
with some hints of vanilla bean and banana and a wisp of mint after a few swirls in the glass
The flavor is herbaceous and a little grassy
but with heavy notes of pepper on the finish that results in a pleasant
I found myself going back for extra sips of this one
intrigued by the sweetness on the nose but the vegetal flavor overall
There's something to be said for a blanco that has so many conflicting aromatic and flavor notes
but I enjoyed the contrast each time I went back for more
It's at this point in the ranking where things go from good to great
as well as some gentle floral notes after a few swirls in the glass
I was immediately welcomed with white pepper and honey
with some sweet melon notes that remained throughout
With a smooth finish that includes a little bit of black pepper for a wisp of heat
this is a blanco with a lot of character and depth
and unlike a lot of blancos that tend to hit you with a ton of flavor and then instantly disappear
Patrón El Cielo sticks around for quite some time
this is an ideal blanco for a neat sip or with a touch of lime juice for brightness and zest
When a tequila comes along with an aroma that's positively delightful in the glass
I started to pick up even more pleasant aromatic notes of grapefruit and a little bit of black pepper
Even though this is a blind tequila tasting
I couldn't help but go back for deep inhales of this liquid time and time again to get more of that brightness
It's almost like someone sprinkled a little bit of vanilla sugar into the glass and gave it a good mix (for the record
After a few more sips and swishes to coat my whole palate
the sweetness becomes more balanced as some gentle spice and citrus notes come in to play
Notes of lime and ripe pineapple take over and the finish is smooth with a touch of spicy pepper at the end
I can certainly picture enjoying this with nothing more than an ice cube
Coming in next on our list is Teremana blanco
a tequila that I have had in the past but only in a mixed drink
I could really smell what the Rock was cooking (if you know
and what he's cooking is a lot of minerality on the nose
like freshly cut grass that just got rained on
There's a lot to be said for a blanco that has a more earthy
mineral-forward aroma that isn't musty but just smells fresh and clean
but has a lot more flavor on that first sip than I expected
but just as quickly as that spice comes in
it is tamped down with agave sweetness and ripe peach
A smooth finish with a little bit of sweet plum towards the end lingers for a while
a blanco that had me furiously typing out tasting notes for several minutes
because every time I went back for another smell or another taste
I would find something new that I hadn't tasted or smelled previously
There's some light green pepper and zesty lime on the nose
but things take a sharp left turn with that first taste
El Tequileño looks and smells like a blanco but has the flavor qualities of a young reposado
There's some cooked agave sweetness on the finish
with some gentle spice that travels all the way down and lingers for a while
It's a genuinely enjoyable blanco that would work wonders in a cocktail
The aroma of cooked agave in a tequila is one that
the notes of cooked agave came through immediately
What I noticed first and foremost was the freshness of Flecha Azul — the aroma being bright and crisp rather than that never-appealing alcoholic nostril burn
Flecha Azul has handily earned its spot in the middle of the pack
What I found even more impressive was the flavor
Coming in at number 13 in this ranking is 1800
a blanco that I have always considered one of the highest quality
but a lot of that has come from its higher price point and generally higher-end reputation
This is a tequila that when someone offers me a shot of it
it almost feels like a crime to shoot it quickly rather than sip it and enjoy
filled with fresh green bell pepper and lemon peel
the flavor is far sweeter than that more vegetal
Notes of vanilla and cream soda rushed through my taste buds
with some light caramel after a few moments
There are some faint notes of cinnamon and nutmeg
This is a full-bodied blanco with a smooth finish and very minimal burn
A beautiful blanco that deserves time in the glass rather than a quick shot
On my first inhale of Jose Cuervo Especial
which has more than deserved its spot at number 12
I closed my eyes and pictured walking through the fresh produce section of my local farmer's market
reveling in the peak of summer stone fruit season
this tequila has immediate aromatic notes of delicate orange blossom and freshly cleaned nectarines
The first sip is less sweet than what the aroma would suggest
some agave sweetness comes onto the palate to balance everything else
This is a well-balanced blanco without a lot of alcohol burn
and as I let the liquid dance around my palate
fresh notes as well as sweet and a little spicy
it has a smooth taste and is one of the best sipping tequilas I sampled
Moving into the top 10 of this blind tasting, it was really difficult to decide which blanco filled which rank. At number 10 is Reserva de la Familia by Jose Cuervo, a beautiful expression from Jose Cuervo that, after realizing this was, in fact, the brand I had put in the 10 spot, I couldn't believe was also responsible for a tequila I so dreaded drinking in my early 20s.
There's some noticeable vanilla and oak on the finish with some noticeable alcohol burn going down, but overall, this was a really smooth sip. While I still believe Sauza is best enjoyed in a margarita rather than a neat sip, I undoubtedly have a newfound respect for this brand.
There's vanilla and caramel on that initial sip, with some toasted wood flavors as well. This is a deeply flavored blanco with some impressive character that made me want to pour it into a rocks glass with an ice cube and sip it like a whiskey.
This expression from Jose Cuervo, Tradicional Tequila Plata, was the first that I tried for this blind tasting, and what a wonderful entrance it was. Once again, despite the Jose Cuervo brand having a bit of a reputation, its higher-end expressions are proving that this is far more than the first iteration of itself.
The flavor here is really pleasant overall, without any heavy alcohol burn or heavy pepper. I have had many a margarita with Patrón Silver as the base, and while it works beautifully in that setting, I definitely see this as a sipping tequila as well, rightly earning its place in this ranking.
This is a crisp, refreshing tequila with a wonderfully smooth finish and not even a hint of alcohol burn. While I can speak from experience about the enjoyment of Casamigos in a cocktail, it almost seems like a shame to share its flavor with anything else.
The finish is smooth and has just as much flavor as that first sip, with some gentle spice on the very end. If there's any tequila worth enjoying neat on a hot summer day, this is the one to reach for.
After a few more sips, that refreshing flavor remains, and the sweet tropical fruit flavor gets more pronounced, with some pineapple coming in, too. This was a truly one of the best tequilas for sipping, and I look forward to enjoying many neat glasses of this in the future, perhaps with a little squeeze of lime juice and a bit of agave as well.
On the palate, things change, but very much for the better. While the aromas were bright and fresh, the flavor was far more complex: notes of toasted oak and cinnamon, light caramel, vanilla bean, and a honey-forward finish. I found this to be incredibly balanced and rich, and while it certainly differs from what I expect when I go for a taste of a blanco tequila, I thoroughly enjoyed it. It's these unique flavor characteristics that put Camarena firmly in second place.
Towards the end is a toasty, freshly baked banana bread flavor and an impossibly smooth, almost buttery finish. Mijenta is a really special blanco with by far the most impressive and well-balanced flavor profile, earning it the top spot with a bullet.
I scored each tequila based on aroma, taste, and appearance in the glass. A special thank you to my husband, Brandon, who poured each sample for me and didn't tell me which brand was which until the very end, when all the scoring had been completed, even when I tried to guess.
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Explosion ripped through the La Rojeña factory in the city of Tequila
sparking a huge fire and prompting emergency evacuations in the local area 
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At least five workers have been killed and two others wounded in a fiery <a href="/topic/explosion">explosion</a> at the Jose Cuervo <a href="/topic/tequila">tequila</a> distillery in Mexico
An explosion ripped through the La Rojeña <a href="/topic/factory">factory</a> in the city of Tequila, <a href="/topic/jalisco">Jalisco</a>, at around 4.30pm local time on Tuesday, sparking a huge <a href="/topic/fire">fire</a> and prompting emergency evacuations in the local area
<a rel="nofollow" target="_blank" href="https://www.facebook.com/share/p/caeRP8pB7QoGX6Rm/">A statement by Civil Protection Jalisco</a> said that the fire was likely caused by an explosion in a boiler which then spread to other containers
The blast triggered the collapse of several 60,000 gallon tequila containers
the general director of Jalisco’s Civil Protection Department
Fifty <a href="/topic/firefighters">firefighters</a> rushed to the scene of the fire
in addition to the firm’s internal civil protection team
<a href="/news/ap-mexican-andres-manuel-lopez-obrador-cartels-jalisco-b2568241.html">Jalisco </a>authorities <a rel="nofollow" target="_blank" href="https://www.facebook.com/share/p/NGwjCrtKxoC5FwV9/">confirmed in a statement</a> that five people died and two others were wounded – one seriously
The two injured were transported to a local hospital
The identities of the victims are not yet known
Evacuatees in the local area were able to return to their homes later on Tuesday
Roldán said that authorities are now working to ensure no <a href="/topic/alcohol">alcohol</a> has spilled into the municipal drainage network as they continue to remove material and cool the site of the fire
Meanwhile an investigation into the cause of the explosion is now underway
“The Jalisco Institute of Forensic Sciences is already here to do their expert report,” he said
A photograph released by Jalisco authorities showed a damaged metallic container
The popular tourist destination of Tequilla is the birthplace of <a href="/extras/indybest/food-drink/spirits/best-tequila-b2582662.html">bottled tequila</a>, and lies around 375 miles northwest of <a href="/topic/mexico">Mexico</a> City.
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A photograph released by Jalisco authorities showed a damaged metallic container, crumpled after the explosion
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