Tequila Wars: José Cuervo and the Bloody Struggle for the Spirit of Mexico

PRE-ORDER FOR MAY 6, 2025

Tequila Wars by Ted Genoways

A Hidden History of Tequila, Revolution, and Power in Mexico
Discover the untold story of José Cuervo and the empire that changed the course of Mexico—and the global spirits industry.

In Tequila Wars, award-winning journalist and historian Ted Genoways delivers the first-ever biography of José Cuervo, tracing his dramatic rise from humble distiller to tequila tycoon amid the chaos of the Mexican Revolution.

At the turn of the 20th century, Cuervo took over his family’s small distillery, La Rojeña, in the heart of the Tequila Valley. Within years, he built a national powerhouse—bringing railroads, electricity, and industry to a region on the verge of transformation. But when revolution swept the nation, Cuervo became a marked man, fleeing under threat from Pancho Villa and vanishing into historical obscurity.

Now, through unprecedented access to private archives from the Cuervo and Sauza families, Genoways uncovers a gripping true story of ambition, innovation, political danger, and cross-border commerce that laid the foundation for the modern tequila industry.

🌵 A must-read for lovers of history, spirits, and Mexican culture
🌵 Perfect for fans of Empire of the Summer Moon, The Bourbon King, and Midnight in Mexico
🌵 Explores themes of entrepreneurship, revolution, cartel formation, and U.S.-Mexico relations

Format: Hardcover 
Genre: Nonfiction, History, Biography, Business
Audience: History buffs, spirits enthusiasts, cultural scholars, and fans of Latin American history

✨ Tequila Wars is a revelatory historical biography that goes beyond the bottle to explore how one man’s vision—and his brand—shaped the destiny of a nation and forged the roots of a global tequila empire.