Tequila, Treason & Cartels | Ted Genoways Reveals The Tequila Wars

Tequila, Treason & Cartels | Ted Genoways Reveals The Tequila Wars Tequila, treason, cartels, José Cuervo, Pancho Villa, Prohibition, Fortaleza, Sauza—this interview with author Ted Genoways breaks down the TRUE history behind The Tequila Wars and how tequila survived the Mexican Revolution. In this episode of Tasting Tequila with Brad, I sit down with Ted Genoways (award-winning journalist) to unpack the jaw-dropping story behind The Tequila Wars: José Cuervo and the Bloody Struggle for the Spirit of Mexico—built from deep archival research and family records that many believed were lost to the Revolution. We get into: • Why tequila history was “destroyed” (and how Ted found it anyway) • José Cuervo’s treason trial and the threat of death during the Revolution • How sabotage (railroads, power, telegraph lines) disrupted tequila’s growth • The moment crisis helped create the industry’s first “Añejo” • The four major families forming what they literally called a “cartel” • How tequila expanded during U.S. Prohibition (border warehouses + demand) • The surprising shift: big brands returning to traditional methods (Tahona, copper, open fermentation) • Ted’s next projects: documentary + potential scripted series If you love tequila history, Mexico’s history, and how the industry became what it is today—this one’s for you. BUY / READ THE BOOK: The Tequila Wars by Ted Genoways https://www.tedgenoways.com/ Subscribe for more tequila reviews + interviews: Tasting Tequila with Brad Like, comment your favorite moment, and share this with a tequila nerd friend. Chapters 00:00 Tequila, Treason & Cartels (intro) 00:34 Meet Ted Genoways + why this book is different 02:27 “What shocked you most?” (lost history + archives) 04:00 Cuervo & Sauza: central figures in Mexico’s history 07:30 Fortaleza archives + Guillermo’s “bravery” 10:46 Cuervo / Beckman collection vs Fortaleza archive 12:45 300-year documents + the “scavenger hunt” research 16:48 Why tequila wealth shaped Guadalajara 19:22 Taxing tequila “almost to death” 19:40 Pancho Villa + disruption (railroads, power, telegraph) 22:00 Crisis creates the first Añejo 23:30 The first “cartel” + rebuilding + Prohibition opportunity 25:24 Prohibition border strategy (warehouses) 26:34 “I’ll fill the train boilers with tequila” (legendary moment) 28:03 Visiting historic sites (Tequila + Guadalajara) 33:13 Jimmy Sauza + family letters bring history to life 35:30 Lupe Gallardo: the window into Cuervo’s household 42:19 Ted’s tequila origin story + bat biologist connection 44:50 Distillery tour: Fortaleza, G4, Cascahuín + more 47:00 Cuervo 1908 + Tahona trend (industry shift) 53:56 Traditional vs industrial + why this matters now 57:14 What’s next: documentary + series + coffee table book 1:00:51 If Ted could drink with anyone… 1:03:10 Final thoughts + why tequila is meant to be shared #TequilaWars #Tequila #JoseCuervo #Fortaleza #PanchoVilla #MexicanRevolution #TequilaHistory #TedGenoways #AdditiveFree #Tahona