Pre-Hispanic town, located 56kms (34 miles) northeast of Guadalajara. Nowadays it has a population of 30,000. The hill of Tequila or hill of "Tetilla" has a height of 3,000 meters (9842.51 feet) above sea level, and it's an extinct volcano.
1872 - 1891:
Tequila was the 12th largest country property in Jalisco.
"Motolinía" describes the cooking of Mescal (heart of Maguey) "mexcalli". Mescal wine is one of the first products that Europeans learned to obtain from a natural product in America.
Pedro de Tagle, Marquis of Altamira, and Caballero de la Orden of Calatrava, live in Tequila Jalisco, establishing the first tavern for mescal wine in all Nueva Galicia (unconfirmed version).
In the description of Nueva Galicia of Domingo Lázaro of Arregui, he mentions that the hearts of agave were squeezed to get the must, obtaining a wine clearer than water but strong as liquor.
The text before refers to personal consumption products, not produced in bulk.
1688 - 1766:
There are many prohibitions, censorships and restrictions imposed on those who manufacture mescal wine. They either trade with it or it is consumed in excess.
4th decade of XVII Century:
The audience of Guadalajara regulates the production and trade of the mescal wine. This subsisted until being abolished by the Independent government.
In the middle of this century, the market for trading in the east grows rapidly. The San Blas port is opened, and the Tequila drink is supplied to the new Spanish colonies in northwest Mexico.
Tequila is known and accepted in Mexico City, and it's recognized as superior to the mescal wines from closer zones which have inferior quality.
José Antonio of Cuervo buys the big country property "Cofradía de las Animas", a land rich in agave plants.
José Guadalupe Cuervo, son of José Antonio, receives from King Carlos IV of Spain the first official concession to market mescal wine. María Magdalena Ignacia Cuervo, daughter of José Guadalupe, inherits the tavern and factory for mescal. She marries Vicente Albino Rojas, who administers the factory, and later he inherits it after the death of his wife. According to the traditions of those times, he gives his wife's name to the distillation factory "La Rojeña".
Late XVIII Century and Early XIX Century:
Period when mescal wine is restricted with prohibitions and censorships.
Early XIX Century:
Early in this Century there were 24 ranch and country properties, 12 in Tequila, Jalisco, and 12 in Amatitán. José María Castañeda founds the "La Antigua Cruz" distillery in Tequila.
The independence of Mexico begins:
The production of mescal wine is increased.
The production is reduced. Acapulco becomes the main port, and San Blas becomes the secondary port.
The producers of tequila encourage the authorization of free commerce.
On October 3rd a decree determines that the federative entities have more independence from the capital.
During all the time after the decree, the production of tequila is inconsistent and not very regulated.
When the Republic is reinstalled, the handmade production is transformed into a real industry, without reducing the quality of the product.
Jesús Flores, owner of the taverns "La Floreña" and "La del Puente" (also known later as "La Constancia"), acquires "La Rojeña." He becomes the first one to bottle tequila in glass vessels.
"La Herradura" is founded in Amatitán.
The Tequila villa houses the 12th property instituted by the state government. Two years later, Tequila will receive the title of City.
Cenobio Sauza, former administrator of the distillery that belongs to José Gómez Cuervo in San Martín, acquires the "La Antigua Cruz" distillery. Previously he leased "La Gallardeña", and then he ended up buying it.
The name of the tavern "La Antigua Cruz" changes to "La Perseverancia", the name that it still has today.
Late XIX Century and Early XX Century:
Tequila is considered decadent, since the elitist population prefers all the French liquors. Tequila is a drink for poor people, they say.
Ana González Rubio (the second wife of Jesús Flores) inherits "La Constancia" and marries José Cuervo Labastida. He names this distillery "La Rogeña," the name that it still has today.
Porfirio Díaz (President of Mexico) is overthrown. The consummation of the Mexican Revolution causes Mexicans to become more patriotic, and they turn their eyes to tequila. The government encourages the production of this drink. The film industry influences the spread of tequila, and it becomes the most popular drink in Mexico.
An epidemic of Spanish influenza attacks northern Mexico, and tequila becomes the best medicine to fight it. (It's said that from then on, this drink was drunk with lemon and salt because that's how the doctors prescribed it). Trying to avoid the hard handling and transportation of tequila from Tequila, Jalisco, in the city of Monterrey they start to produce cylindrical bottles of half a liter (17 ounces), establishing the bottling of tequila there.
After the death of Ana González Rubio, her niece Guadalupe Gallardo inherits everything. Later on she gives everything to Virginia Gallardo, who marries Juan Beckmann, German consul in Guadalajara. Today her grandson, Juan Beckmann Vidal, presides over the Jose Cuervo Company.
Because of WWII, tequila increases its exportation to the United States, whose population drinks it instead of whisky. With the armistice, it requires a great effort to maintain the export and even to increase it, looking for consumption in Europe and South America.
"La Perseverancia" is now in the hands of Francisco Javier Sauza, son of Eladio Sauza and grandson of Cenobio Sauza, its founder.
The tequila industry improves its production techniques. The fields for cultivation of blue Agave Tequilana Weber increase. Different tequilas are produced for all kinds of people.
IN MEXICO (01 55) 5373-4626
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