The bottle is capped off by a metal screw-on cap. The design of the bottle itself is a little interesting in that it’s square instead of round, but it is still designed to fit in a standard speed well of a bar and not necessarily on the back shelf. There’s nothing particularly special about this bottle. After distillation, the newly produced tequila is mixed with other distilled alcohol to create the final product.
The next step in the process is to distill it twice in copper pot stills, which concentrates the spirits and raises the alcohol level. Once the fermentation is complete, what remains is a mildly alcoholic liquid that isn’t nearly pure or strong enough to be tequila. That core is then cooked for about three days in an oven to convert the plant material into sugar, and then placed into large vats to ferment and allow yeast to convert that sugar into alcohol. The agave plants are harvested and have their leaves sliced off, leaving the hard core behind. This type of tequila is referred to as a “mixto”, which is a lower quality version of tequila that uses a mixture of at least 51% blue agave plants and other sugars. They in turn are owned by the Mexican alcoholic beverage giant Becle. Proximo Spirits also produces the Kraken Black Spiced Rum, as well as Stranahan’s Colorado Whiskey. Rather than try to find another distribution company the Beckmann family decided to start their own distribution business called Proximo Spirits and handle the entire process from growing the agave through to stocking shelves on their own. Diageo continued to distribute Jose Cuervo tequila and were in talks to acquire the remainder of the business from the family until talks fell through in 2012. In 1989, the family sold 45% of the business to a distribution company which would eventually be acquired by Diageo, the British spirits giant. The business would remain in the family through the years, eventually ending up in 1966 being owned by a relative named Juan Beckmann Gallardo. The company would achieve a massive level of success, with roughly 1 out of every 5 bottles of tequila sold worldwide being Jose Cuervo. Known originally as “mezcal de Tequila” (mezcal from the town of Tequila), the Mexican government eventually - after much lobbying - allowed them to designate their spirits as a unique appellation known simply as “tequila.” The very first bottle of Jose Cuervo Tequila rolled off the line in 1906 and a massive new category of distilled spirits was born. It would take some time for the Cuervo family to embrace their distilling calling, but by 1880 the family had started commercially producing their spirits for sale.
Here, he would build a farm with his family where they would cultivate the blue agave plant that was native to the area and, in 1795, the family distilled and produced their first bottle of mezcal (side note for those who don’t quite understand the differentiation: scotch is to whiskey as tequila is to mezcal). In 1758, Don José Antonio de Cuervo was granted a plot of land in the (soon to be Mexican) town of Tequila. As I said, there is no bigger name in the tequila industry than Jose Cuervo.
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