E144: Tequila’s Kingpin: The José Cuervo Story - w/ Ted Genoways
El Podcast23 Jul

E144: Tequila’s Kingpin: The José Cuervo Story - w/ Ted Genoways

Journalist Ted Genoways reveals the untold, action-packed history behind Jose Cuervo and the birth of Mexico’s tequila industry—and how it became the country’s first cartel.

👤 Guest Bio:
Ted Genoways is a two-time James Beard Award-winning journalist, senior editor at the Food and Environment Reporting Network (FERN), and author of Tequila Wars: Jose Cuervo and the Bloody Struggle for the Spirit of Mexico. A veteran of longform investigative work, Genoways has spent over a decade researching the political, cultural, and economic roots of tequila in Mexico.

📚 Topics Discussed:

The real Jose Cuervo and the town of Tequila

  • Differences between tequila and mezcal
  • How tequila’s boom was fueled by Prohibition and WWII
  • Cuervo's ties to Mexican revolutionaries and early cartel formation
  • The risks of agave monoculture and authenticity battles in today’s market
  • Lupe Gallardo’s lost diaries and research challenges
  • The Beckman family’s modern stewardship of the Cuervo empire
  • Best tequilas, cocktails, and restaurants in Mexico

📌 Main Points:

  • Tequila’s rise isn’t just a story of booze—it’s one of war, politics, and survival.
  • Jose Cuervo was more than a name on a bottle—he helped electrify towns, navigate revolutions, and pioneered cartel-like business practices.
  • U.S. Prohibition and World War II drove tequila's global expansion by creating gaps in the liquor market.
  • Lupe Gallardo’s rare journals provided an intimate, near-lost window into Cuervo’s household.
  • The Cuervo brand remains family-run and central to preserving the legacy and economy of the Tequila region.

💬 Top 3 Quotes:

  • “By the end, the challenge wasn’t adding action—it was finding moments to breathe between people shooting at each other.”
  • “Lupe became the historian of Cuervo’s world in a way he never could be—she observed everything and wrote it all down.”
  • “Tequila is more than a drink. It’s a history of survival, ingenuity, and reinvention—Mexico in a bottle.”

🎙 The Pod is hosted by Jesse Wright
💬 For guest suggestions, questions, or media inquiries, reach out at https://elpodcast.media/
📬 Never miss an episode – subscribe and follow wherever you get your podcasts.
⭐️ If you enjoyed this episode, please rate and review the show. It helps others find us.

Thanks for listening!

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