Jose Cuervo’s three main ranges are Especial, a budget mixto; Tradicional, made from 100% agave; and the more expensive Reserva de la Familia, made with traditional ovens and copper pot distillation. For a lower-cost 100% agave choice, start with Tradicional. The bottle-price guide below names the US shops and the exact 750 mL bottles.
- Founded: 1795
- Owner: Becle (sometimes known as Grupo Cuervo)
- US Distributor: Proximo Spirits (owned by Becle)
- Owner headquarters: Mexico City, Mexico
- Global volume sold in 2025: 8.6 million nine-liter cases
- Equivalent volume in 2025: 103.2 million 750 ml bottles
- Value of retail sales 2022: US$1,760M
- Norma Oficial Mexicana (NOM): NOM 1122 in the October 1, 2026 CRT list
- Distillery: La Rojeña, Tequila, Jalisco
- Region: Lowlands
Jose Cuervo remains the bestselling tequila brand worldwide by volume, ahead of Don Julio in the 2025 figures. In the 2022 retail-value comparison it ranked third, behind Patrón and Don Julio. It is also the oldest brand of tequila and is still owned by descendants of the founder. Its cheap Jose Cuervo Gold mixto tequila is many people’s first introduction to tequila (and also the reason many swear off it!). However they also produce a much finer range, Reserva de la Familia.
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Jose Cuervo Sales Trends
Jose Cuervo recorded 8.6 million nine-liter cases worldwide in 2025, down 3.3% from 2024, placing it 1st in The Spirits Business, Brand Champions 2026. That volume is equivalent to 103.2 million 750 ml bottles.
Becle’s 2025 sales figures
Becle’s own results report a more precise 2025 Jose Cuervo volume of 8.569 million nine-liter cases, down 3.2% year on year. That company figure rounds to the 8.6 million shown in the industry ranking. Source: Becle’s 2025 results.
Jose Cuervo Brand History
El Jefe. The Original. Jose Cuervo is the oldest brand of tequila in the world. It traces its heritage back to 1758 when Jose Antonio de Cuervo y Valdés was given a writ of land ownership to plant agave to produce tequila by the King of Spain, King Fernand VI. On 27 May 1795, the second generation Jose Maria Guadalupe Cuervo y Montana was issued the first royal license to produce tequila. The tequila was marketed under the name Vino Mezcal de Tequila de Jose Cuervo.
The distillery where Jose Cuervo is still produced, La Rojeña, was founded in 1812 and is the oldest active distillery in Latin America. Jose Cuervo was the first tequila brand to bottle tequila individually. Jose Cuervo barrels were first exported to the USA in 1852. In 1880 it was the first to bottle tequila in glass bottles. Jose Cuervo as a brand was established in 1900.
In 1945 it was Jose Cuervo that was used in the original recipe for the margarita.
The brand is now owned by the Becle company, which is run by the Beckmann family, the 11th generation of the original Jose Cuervo. Becle is also the largest selling tequila company worldwide.
In 1989 the Beckmann family sold 45% of Jose Cuervo to Grand Metropolitan. In 1997 Grand Metropolitan merged with Guinness to become Diageo. From 2011 Diageo tried to buy Jose Cuervo for over US$3 billion but was not successful.
Jose Cuervo Product Range
Jose Cuervo’s range has three main levels: the budget mixto Jose Cuervo Especial, the middle range Jose Cuervo Tradicional, and the super premium Reserva de la Familia. Strengths below are for the US unless another market is specified.
Jose Cuervo Especial
Jose Cuervo Especial is the number one selling tequila brand in the world. Jose Cuervo Especial is the entry level, mixto range. A mixto contains less than 100% agave but is still called tequila so long as it is made from at least 51% agave.
Jose Cuervo Especial is made using acid thermal hydrolysis and a diffuser with a column still. This modern, highly efficient technique produces tequila with minimal agave flavors remaining. Additives are used to make the tequila more palatable.
- Jose Cuervo Especial Silver
- Blanco (unaged)
- Mixto
- #1 selling tequila in the world
- 40% ABV in the US
- Jose Cuervo Especial Gold
- Joven (blend of aged and unaged tequila)
- Mixto
- #2 selling tequila in the world
- 40% ABV in the US
- Jose Cuervo Especial Reposado (outside US)
- Reposado aged at least two months
- Bottle looks the same as Jose Cuervo Especial Gold
- Mixto
- 35% ABV in Mexico, 40% in other markets
Jose Cuervo Tradicional
Jose Cuervo Tradicional is the more premium line, made from 100% agave. Tradicional Plata and Reposado are made using the same process as Especial (diffuser and column stills). The Añejo is made using more traditional production methods by baking agave in clay ovens.
- Jose Cuervo Tradicional Plata
- Blanco (unaged)
- 100% agave
- 40% ABV, 38% in Mexico
- Jose Cuervo Tradicional Reposado
- Reposado, aged in American oak at least two months
- 100% agave
- 40% ABV, 38% in Mexico
- Jose Cuervo Tradicional Añejo
- Añejo, aged in new American oak at least 12 months, finished in Irish single malt whiskey barrels
- 100% agave
- 40% ABV
- Jose Cuervo Tradicional Cristalino Reposado
- Combines Tradicional Reposado and Reserva de la Familia Extra Añejo, then charcoal filtered
- 100% agave
- 40% ABV, 35% in Mexico
Jose Cuervo Reserva de la Familia
Jose Cuervo Reserva de la Familia is the top range tequila of Jose Cuervo. It is made from 100% agave using traditional ovens and copper pot distillation. Tequila made in this way carries more agave qualities compared to a diffuser. The Reserva line is made with organic agaves.
The extra añejo was the world’s first extra añejo.
- Jose Cuervo Reserva de la Familia Platino
- Blanco (unaged)
- 100% agave
- 40% ABV
- Jose Cuervo Reserva de la Familia Reposado
- Reposado, made with a blend of American oak with two toasting profiles and French oak for at least two months
- 100% agave
- 40% ABV
- Jose Cuervo Reserva de la Familia Extra Añejo
- Extra añejo, aged in new American oak at least three years
- 100% agave
- 40% ABV
- Jose Cuervo Reserva de la Familia Cristalino Añejo
- Aged in American oak, finished in Pedro Ximenez sherry casks, then charcoal filtered
- 100% agave
- 40% ABV, 35% in Mexico
Other Jose Cuervo Releases
Jose Cuervo 250 Aniversario
- Extra añejo, 100% agave
- A blend of tequilas all aged at least three years
- Blend of new French and American oak barrels finished in Spanish sherry casks
Jose Cuervo Black Medallion
- Jose Cuervo Black Medallion is discontinued but can still be found at some liquor stockists
- Añejo, aged in charred oak barrels (and likely with a healthy dose of caramel coloring)
- 100% agave
Jose Cuervo Ready to Drink and Mixers
Jose Cuervo also produces a range of ready to drink tequila mixes, pre-made margarita, and margarita mix.
Jose Cuervo Price Guide
How Much is a Shot of Jose Cuervo at a Bar?
At Red Rocks Cafe & Tequila Bar, a shot of José Cuervo Especial Silver is listed at about $6. The few US menus we checked suggest around $7 a shot for José Cuervo Especial Gold. At Tuscarora Mill, a shot of José Cuervo 250 Aniversario is listed at about $225. These figures come from US menus checked in October 2026; shot sizes vary.
| Tequila | US menu price, October 2026 |
|---|---|
| José Cuervo Especial Silver | At Red Rocks Cafe & Tequila Bar, a shot of José Cuervo Especial Silver is listed at about $6. |
| José Cuervo Especial Gold | The few US menus we checked suggest around $7 a shot for José Cuervo Especial Gold. |
| José Cuervo Tradicional Blanco | The few US menus we checked suggest around $9 a shot for José Cuervo Tradicional Blanco. |
| José Cuervo Tradicional Reposado | The few US menus we checked suggest around $7 a shot for José Cuervo Tradicional Reposado. |
| José Cuervo Reserva de la Familia Platino | Our US menu sample puts a shot of José Cuervo Reserva de la Familia Platino at around $16. |
| José Cuervo Reserva de la Familia Reposado | The few US menus we checked suggest around $21 a shot for José Cuervo Reserva de la Familia Reposado. |
| José Cuervo Reserva de la Familia Extra Añejo | A shot of José Cuervo Reserva de la Familia Extra Añejo typically costs about $40 in our US menu survey. |
| José Cuervo Reserva de la Familia Cristalino | At Tzuco, a shot of José Cuervo Reserva de la Familia Cristalino is listed at about $36. |
| José Cuervo 250 Aniversario | At Tuscarora Mill, a shot of José Cuervo 250 Aniversario is listed at about $225. |
A standard shot is 1.5 ounces, but bars can serve 1 to 2 ounce shots which can impact the price of shot of Jose Cuervo tequila.
How Much is a Bottle of Jose Cuervo?
These US shop examples are for 750 mL bottles checked on 2 October 2026. Each named price comes from a listing that showed stock at the time.
| Tequila | US 750 mL shop price |
|---|---|
| Jose Cuervo Especial Silver | About US$18 at Binny’s; About US$17 at ABC Fine Wine & Spirits |
| Jose Cuervo Especial Gold | About US$17 at Binny's Beverage Depot |
| Jose Cuervo Tradicional Plata | About US$20 at Binny’s; About US$23 at ABC Fine Wine & Spirits |
| Jose Cuervo Tradicional Reposado | About US$23 at Old Town Tequila; About US$25 at ABC Fine Wine & Spirits |
| Jose Cuervo Tradicional Añejo | About US$38 at Old Town Tequila |
| Jose Cuervo Tradicional Cristalino Reposado | About US$35 at Old Town Tequila |
| Jose Cuervo Reserva de la Familia Platino | About US$60 at Sip Tequila |
| Jose Cuervo Reserva de la Familia Reposado | About US$90 at Sip Tequila |
| Jose Cuervo Reserva de la Familia Extra Añejo | About US$215 at Sip Tequila |
| Jose Cuervo Black Medallion | Ask retailer |
| Jose Cuervo 250 Aniversario | Ask retailer |
Further Questions About Jose Cuervo Tequila
Who owns Jose Cuervo tequila?
Jose Cuervo is owned by Becle of Mexico. Becle is sometimes referred to as Cuervo Group or Casa Cuervo. The group sells more tequila than any other company.
Does Jose Cuervo tequila have additives?
Yes, Jose Cuervo tequila has additives. Aged expressions are likely to have more additives than the blanco. Additives include caramel coloring, glycerine, sweetener and oak extract.
Where is Jose Cuervo tequila made?
Jose Cuervo tequila is made by Casa Cuervo in Tequila, Jalisco, home to La Rojeña. The October 1, 2026 CRT directory groups the Cuervo range under NOM 1122. Explore Jose Cuervo in the brand finder and other entries at NOM 1122. The October 1, 2026 CRT list also names 1800, Gran Coramino, Gran Centenario and Maestro Dobel at NOM 1122. Sources: CRT, October 1, 2026; La Rojeña. Read what a tequila NOM number tells you.
What Jose Cuervo tequila is the best?
Jose Cuervo 250 Aniversario is my pick at the luxury end of the range. It is an extra añejo blending tequilas all aged for at least three years in new French and American oak, with a Spanish sherry-cask finish. It has the highest listed price. For a much smaller budget, Tradicional offers 100% agave tequila; I prefer the higher Reserva de la Familia range, with its traditional ovens and copper pot distillation.
What type of tequila is Jose Cuervo?
Jose Cuervo makes both mixtos and 100% agave tequilas. There are several different levels, the most affordable and most common is Jose Cuervo Especial. This is made with a diffuser using acid thermal hydrolysis. The process is very efficient but removes most of the agave flavor. Additives are used to add flavor back. Jose Cuervo makes every kind of tequila there is: blanco, reposado, joven, añejo and extra añejo tequilas, including cristalino. They also make flavored tequila.
Does Jose Cuervo tequila go off?
An unopened bottle of Jose Cuervo tequila will never go off, provided it is stored away from direct sunlight and high temperatures. Once opened Jose Cuervo should be drunk within a couple of years.
Is Jose Cuervo tequila gluten free?
Yes, Jose Cuervo tequila is gluten free. Like all tequilas (including mixtos) Jose Cuervo contains no gluten.
Is Jose Cuervo real tequila?
Yes, Jose Cuervo is tequila. Especial is a mixto, while Tradicional and Reserva de la Familia are 100% agave ranges. Especial’s industrial production leaves little of the agave character I value; I regard Reserva de la Familia, with its traditional ovens and copper pot distillation, as much higher quality.
Is Jose Cuervo tequila kosher?
Yes, certain Jose Cuervo releases have kosher certification. OK lists named Reserva de la Familia Añejo, Extra Añejo, Platino Orgánico and Reposado Orgánico products, with the OK symbol required.†
What is Jose Cuervo tequila ABV?
All Jose Cuervo tequilas sold in the US are 40% ABV (80 proof). In Mexico they are 35% to 38%. Almost all tequila sold in the US is 40% ABV.
Is Jose Cuervo tequila organic?
Some Jose Cuervo tequilas are organic: Reserva de la Familia Platino, Reposado, Extra Añejo and Cristalino are named in Casa Cuervo’s current USDA certification record. Check Especial, Tradicional and other releases separately.
USDA Organic Integrity: Casa Cuervo product listing
Organic sources checked October 14, 2026.
† OK’s product search gives the exact Reserva de la Familia labels for year-round use. Match the full product name and mark; these records do not extend to Especial or every Tradicional bottle. STAR-K’s tequila guidance accepts unflavored, CRT-approved 100% agave tequila without certification. It prefers reliable certification for reposado, añejo and cristalino, and excludes mixtos and specified wine or cask labels. Check the full exclusions against the bottle; this general acceptance is separate from brand certification. Sources checked October 14, 2026. See Is tequila kosher? for bottle checks, agency differences and Passover requirements. ↩
US bottle-price sources
The listings below are for confirmed 750 mL bottles shown in stock when checked. Figures from three or more independent shops are medians; smaller samples show the named shop prices. Pickup locations and public sales are shown below. Online stock may not mean delivery is available to your address. Tax and delivery may be extra. Prices are subject to change.
- Jose Cuervo Especial Silver Tequila: Binny’s: about US$18; pickup at Lincoln Park, Chicago, Illinois; public sale; 2026-10-02; ABC Fine Wine & Spirits: about US$17; pickup at ABC #134 – Loop, Kissimmee FL; public sale; 2026-10-02.
- jose-cuervo-especial-gold: Binny's Beverage Depot: about US$17; pickup at Lincoln Park, Chicago, Illinois; 2026-10-13.
- Jose Cuervo Tradicional Silver Tequila: Binny’s: about US$20; pickup at Lincoln Park, Chicago, Illinois; 2026-10-02; ABC Fine Wine & Spirits: about US$23; pickup at ABC #134 – Loop, Kissimmee FL; 2026-10-02.
- Jose Cuervo Tradicional Reposado Tequila 750ml: Old Town Tequila: about US$23; online listing; public sale; 2026-10-02; ABC Fine Wine & Spirits: about US$25; pickup at ABC #134 – Loop, Kissimmee FL; 2026-10-02.
- Jose Cuervo Tradicional Anejo Tequila 750ml: Old Town Tequila: about US$38; online listing; 2026-10-02.
- Jose Cuervo Tradicional Tequila Cristalino Reposado 750ml: Old Town Tequila: about US$35; online listing; 2026-10-02.
- Reserva De La Familia Platino: Sip Tequila: about US$60; online listing; 2026-10-02.
- Reserva De La Familia Reposado: Sip Tequila: about US$90; online listing; 2026-10-02.
- Reserva De La Familia Extra Anejo Tequila: Sip Tequila: about US$215; online listing; public sale; 2026-10-02.