Jose Cuervo, the leading manufacturer of tequila worldwide and the brand that solidified the lick-shoot-suck ritual of drinking tequila, recently launched the new bottle design of the classic Jose Cuervo Especial and unveiled its latest campaign, This Is the ShXt!

Jose Cuervo old and new bottle
Jose Cuervo Especial unveiled in The Palace

The history of the brand began way back in 1758, when Jose Antonio de Cuervo got a piece of land in Jalisco, Mexico to cultivate and harvest the blue agave plant. And in 1795, the Cuervo family was granted the first license to commercially produce tequila. Even though it’s such a big company, it has remained family owned for over 250 years, and is currently run by the 11th generation of the Cuervo family.

Agave farm in Mexico. photo courtesy of

The new bottle design retains Jose Cuervo Especial’s classic shape and features updated touches that reflect the brand’s rich history and world-renowned traditions. These touches include medallions showcasing important members of the Cuervo family and the seal of La Rojeña, the distillery that has manufactured Jose Cuervo tequila for over 250 years. Its distinctive taste comes from having the largest agave holding in the world The bottle may have been updated, but inside is still the same the golden liquid that has been savored all over the world.

Apart from Jose Cuervo Especial’s new bottle design, a number of Jose Cuervo products are finally available in the country:

Margarita Mix Jose Cuervo’s pre-made margarita mix makes mixing cocktails easy! Best paired with Especial Silver, or if you want to get your margarita fix with no alcohol, try it on the rocks or frozen.

Margarita Mix

Black (Añejo) This mixto is fused with sugar cane spirit and aged for one year in oak barrels. Best enjoyed on its own or with cola and ice.

Black (Añejo)

Tradicional Silver Made from 100 percent agave, this unaged white tequila is the perfect base for cocktails such as the Margarita, Paloma, or Tequila Sunrise.

Tradicional Silver

Tradicional Reposado (Gold) Made from 100 percent agave, this rested gold tequila is best enjoyed neat or on the rocks.

Tradicional Reposado (Gold)

Platino – Highly regarded as one of the world’s best tasting tequilas, the handcrafted and chill-filtered Platino is made from 100 percent blue agave. This tequila made Bloomberg Businessweek’s 2009 list of the world’s 20 best-tasting tequilas, and awarded the Beverage Tasting Institute’s highest rating, Superlative. It’s best served neat or on the rocks and is tequila to have if you want to level up your drinking game.

Jose Cuervo Platino

Reserva de la Familia – Each bottle is made from mature blue agave and is aged in oak barrels for three years in the family’s private cellars. Reserva de la Familia, an award-winning tequila, is vibrant and complex, similar to cognac. It is best served in a snifter to appreciate its complex flavor and aroma.

Reserva de la Familia

Make sure to check out their social media accounts @cuervopilipinas on Facebook, Instagram, and Twitter for more updates on anything and everything Jose Cuervo.

Chrysmas is your go-to gal for all things involving alcohol. She maneuvers her way through the Metro's traffic in her black boots and fishnet stockings, scouring places where one can indulge one's self in libations of all kinds. From Poblacion to Pasay, Malate to Makati, Tagaytay to Taguig. Ask her where to go to get your choice of poison and chances are she's already there holding a good stiff drink in one hand and a pen in the other.

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