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Even in these tough times for the spirits industry, Jose Cuervo continues to dwarf its closest tequila competitors in terms of volume of sales (although it remains to be seen how Trump’s tariffs will affect that here in America). The humble Cuervo Especial anchors the brand, but its pinnacle and much, much better tequila is called Reserva de la Familia, and the brand just announced the details of the lineup’s new annual artist collaboration collector’s box.
This year marks the 30th anniversary of Reserva de la Familia. According to the brand, this tequila was reserved for the Cuervo family and its closest friends (hence, the name) until 1995, when it became a commercially available brand. The extra añejo category of tequila (aged for more than three years) was recognized by Mexico’s tequila governing body, the CRT, in 2006, but Cuervo claims that its Reserva de la Familia was the first release in this category, well before the official definition arrived. However, another brand, El Tesoro, also claims this title, saying that it released the first extra añejo back in 1994.
The 2025 Reserva collector’s box was designed by contemporary Mexican artist Ana Segovia. She created a piece called “No Señorita, Esos Colores son Prohibidos.” According to the brand, the work “examines the notion of gender in charrería through the mythical figure of the charro, leveraging fluorescent and pastel tones to help the viewer reconsider the traditional colors that are used in charrería garb.” Indeed this is a departure from previous releases, but that is the whole point—each new edition is a collaboration with a different artist with a singular vision, and is meant to evoke a new theme through a unique design. “I drew inspiration from the figures of Mexican rodeo, Mexican cinema and, directly, tequila, connecting my style of vibrant hues to the iconography of rural spaces in Mexico,” said Segovia in a statement. “As a longtime fan of the brand, I’m honored to be this year’s featured artist.”
According to the brand, Reserva de la Familia differs from other Cuervo products in a few key ways. For example, the tequila is made from the inner portions of six- to nine-year-old agave pinas which are cooked in brick ovens at the La Rojeña distillery in the center of the town of Tequila. The spirit is double distilled in copper pot stills and the aged expressions are matured in new American and French oak barrels. Even if you are not a regular Jose Cuervo drinker, Reserva’s lineup of Platino, Reposado, and Extra Añejo is worth trying (there is no añejo expression, and the Cristalino is not a must try). The new Reserva de la Familia 2025 collector’s box is available to purchase now (SRP $189) at websites like ReserveBar, along with the rest of the portfolio.
