Casa Cuervo wants to share the taste and aroma of its Reserva De La Platino tequila, the embodiment of a family tradition that began in 1795. Experience passed from generation to generation culminates in an ultra premium tequila like no other, past or present, that deserves to wear the Cuervo name. This exquisite liquid is handcrafted from a unique process the family calls Esencia de Agave, a meticulous method that brings the full character, flavour and essence of the agave life.

Reserva de la Familia is the world’s first extra-añejo tequila. It is hand selected from the Cuervo family’s private collection. Each bottle is made using only blue agave harvested at its peak maturity, after seven to twelve years of growing in the field, and aged in French and American oak barrels for a minimum of three years. For over 10 generations this spirit was a family secret that was only shared with the closest of friends. In 1995, to celebrate their 200 year anniversary, they decided to share this special blend of tequila with the world. Reserva de la Familia is best served neat, allowing for full appreciation of its flavours, aroma, and velvety finish. As part of their ongoing support of Mexican culture, the Jose Cuervo family also commissions a Mexico-based artist to design original artwork for the collectors box each year. Jorge Pardo was selected as this year’s artist collaborator for his legacy of blending the principles of fine art and design to create contemporary paintings, sculptures, installations and architecture. The artwork tells the story of jimadors working in the agave fields. Within the designs, ‘coas de jima’, which translates to hoes for harvesting, are reflected prominently to explore the experience of farmers and how they know what agave to select in order to produce the best tequila.