Tequila is carving out its place as a go-to spirit in the U.S. Over the past decade, its popularity has surged, and by 2022, it outpaced whiskey, making it the second top-selling spirit after vodka. It’s no surprise that the leading brand is the well-loved Jose Cuervo, known by fans and casual drinkers alike.
The U.S. dominates the tequila market globally, making up 60 to 67% of the world’s tequila sales. According to the Distilled Spirits Council of the United States, tequila and mezcal sales hit $6.4 billion in 2025, compared to $7 billion for vodka and $5.1 billion for whiskey. Reports from The Spirits Business state that Jose Cuervo led sales in 2024 with 8.9 million cases sold, while Don Julio followed at 4.4 million cases.
Founded by a family in Mexico, Jose Cuervo is often credited with the invention of commercial tequila. In the 18th century, Jose Antonio Cuervo became the first licensed tequila producer, while his son established the first licensed distillery in Mexico. Today, their brand offers a range of tequilas, from the widely available Jose Cuervo Especial, a mixto made from 51% blue agave and 49% sugar cane, to the premium Jose Cuervo Tradicional, a 100% agave tequila, and the upscale Reserva de la Familia.
Bottom-shelf and top-shelf varieties
Jose Cuervo Especial is often seen as a more budget-friendly tequila, great for mixing but not ideal for sipping. Many in the tequila community refer to it humorously as “the king of the bottom shelf” and associate it with lesser quality. Despite this reputation, you can still make delightful cocktails using Jose Cuervo Especial when paired with the right mixers.
Some tequila enthusiasts argue that the brand offers more than just budget options. For instance, Reserva de la Familia is made from blue agave aged between 10 to 12 years. This artisanal tequila has received great reviews and accolades, distinguishing it from its entry-level counterparts. It’s perfect for sipping, especially the Extra Anejo variant, which can be enjoyed straight and comes with a price tag around $200 for a 750 ml bottle, contrasting with the budget-friendly Jose Cuervo Gold, priced at approximately $17.29. For aficionados seeking quality, exploring a guide to the best mezcals and tequilas to savor straight can yield even more rewarding experiences.
