August 28, 1920. In the town of Tequila, fireworks burst overhead as people celebrate Mexico’s independence. Then… gunshots. Malachías Cuervo, heir to the famous tequila dynasty, has just reignited a bitter feud with his family’s rivals, the Sauzas. For decades, his brother José Cuervo fought to rebuild the family business through drought, revolution, and political upheaval—turning a struggling operation into an empire. His tactfulness allowed Cuervo to survive as one of the most popular tequila brands in the world today. How is José Cuervo able to navigate the Mexican Revolution, and a cutthroat industry? And what does his life reveal about the history of his country? Special thanks to Ted Genoways, author of Tequila Wars: José Cuervo and the Bloody Struggle for the Spirit of Mexico. Artwork: José Cuervo, ca. 1914 (colorized) Credits: Jonah Buchanan | Producer Ben Dickstein | EP/Sound Designer Alana Casanova-Burgess | Host Eli Lehrer | Executive Producer Liv Fidler | Executive Producer Get in touch: [email protected] Follow on Instagram: @historythisweek Follow on Facebook: ⁠HISTORY This Week Podcast⁠ To stay updated: http://historythisweekpodcast.com Apple: https://podcasts.apple.com/us/podcast/history-this-week/id1493453604 Spotify: https://open.spotify.com/show/2YFm0ezrXmMqLXbxgZpkmd?si=9a84fadee11447d4 Audacy: https://www.audacy.com/podcast/history-this-week-71b4d Rula patients typically pay $15 per session when using insurance. Connect with quality therapists and mental health experts who specialize in you at https://www.rula.com/htw #rulapod Subscribe for more HISTORY: http://histv.co/SubscribeHistoryYT Check out exclusive HISTORY content: History Newsletter - https://histv.co/newsletter Website - https://histv.co/History Facebook - https://histv.co/Facebook TikTok - http://bit.ly/4kZKjXi HISTORY® is the leading destination for award-winning original series and specials that connect viewers with history in an informative, immersive, and entertaining manner across all platforms. The network’s all-original programming slate features a roster of hit series, premium documentaries, and scripted event programming.