During the tumult of the Mexican Revolution, the rising tequila magnate José Cuervo quietly built a commercial empire around ...

What's in a name? José Cuervo's namesake tequila brand is intertwined with some of the most pivotal moments in Mexican ...

TEQUILA WARS: José Cuervo and the Bloody Struggle for the Spirit of Mexico, by Ted Genoways As far as personal branding goes, getting name-checked in multiple chart-topping singles isn’t a bad ...

What's in a name? José Cuervo's namesake tequila brand is intertwined with some of the most pivotal moments in Mexican history, from gaining independence from Spain in 1821 to the Mexican Revolution.