Jose Cuervo was founded by Don Jose Antonio de Cuervo in 1795. Today it is the bestselling Tequila brand in the world, with expressions covering both ends of the market – the Especial range of Silver and Gold at the inexpensive end, along with the highly-acclaimed premium Reserva de la Familia.

Tequila is a regional specific name for a distilled beverage made from the blue agave plant, primarily in the area surrounding the city of Tequila, 65 km northwest of Guadalajara, and in the highlands (Los Altos) of the north western Mexican state of Jalisco. Although tequila is a kind of mezcal, modern tequila differs somewhat in the method of its production, in the use of only blue agave plants, as well as in its regional specificity. The red volcanic soil in the surrounding region is particularly well suited to the growing of the blue agave, and more than 300 million of the plants are harvested there each year. Agave tequila grows differently depending on the region. Blue agaves grown in the highlands Los Altos region are larger in size and sweeter in aroma and taste. Agaves harvested in the lowlands, on the other hand, have a more herbaceous fragrance and flavor.