In Mexico’s Tequila Heartland, Tradition Triumphs Over Technology
While other spirits producers adopt automation, Jose Cuervo relies on its historical manual production methods to expand its line of premium tequilas.
During a recent media tour of its Guadalajara facilities, Jose Cuervo showcased its traditional manufacturing process where fourth- and fifth-generation agave harvesters hand-pick and gather blue agave plants using ancestral techniques.
Jose Cuervo’s master distiller, Alex Coronado, told this journalist that their product goes beyond mere tequila production as they work to maintain their cultural legacy. Coronado explained, “The cultivation period for every agave plant spans eight to 10 years before harvest, while the skill of our jimadores influences the quality of each bottle we produce.”
The company believes operating copper stills by hand inside the distillery remains indispensable for creating premium spirits. The approach stands in opposition to the industry’s growing trend of mechanization, which aims to satisfy rising international demand for tequila.
This year, the company launched its 2024 Reserva de la Familia Extra Añejo artist box, which continues its series started in 1995. In a press release Jose Cuervo partnered with celebrated Mexican sculptor, goldsmith, and leatherer Ana Pellicer. This edition features depictions of the burnished reds and shining ochres of copper present in the landscape of Tequila, Mexico
Master Distiller Alex Coronado described the collaboration as merging Mexico’s artistic legacy with its traditional tequila production. The design showcases the distinct terroir responsible for our tequila’s uniqueness.
Collectors now value the artist box series highly in the spirits industry. When first introduced, Reserva de la Familia Extra Añejo established the extra añejo category and is included in each box.
The IWSR Drinks Market Analysis reported global tequila sales. The global tequila market is projected to grow from $19.76 billion in 2022 to $30.06 billion by 2028., while premium tequila categories exhibited the most significant growth. Jose Cuervo achieved a 15% sales increase for its premium spirits last year, even when facing increased production costs from traditional methods.
According to Lisa Hawkins, senior vice president of the Distilled Spirits Council, the premium tequila market demonstrates a growing appreciation for authentic production methods. Consumer demand remains robust for producers who adhere to traditional practices, specifically within the luxury market segment.
The limited-edition tequila boxes are available now at select U.S. retailers. The company plans to set its prices competitively within the ultra-premium spirits market, available for a suggested retail price of $189.00.
Throughout the plant tour, Jose Cuervo presented its tasting initiative, where different tequila expressions were paired with chocolate, coffee beans, and regional dishes to show the spirit’s adaptability beyond conventional drinking methods.
As Mexico’s tequila regulatory council documents unprecedented export figures, the company commits resources to manual production methods due to increasing U.S. demand. Jose Cuervo stands by traditional production methods as vital for sustaining quality during category growth.
“Our commitment to excellence shows in our production time while others offer instant results,” said Coronado. “That’s what sets premium tequila apart.”