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The search is on for Jose Cuervo’s next Don of Tequila

The deadline for Jose Cuervo’s global bartending competition is looming, and the chance to be the brand’s future Don of Tequila will soon slip away – do you have the cojones to enter?

For the last 250 years, 10 generations of the Cuervo family have expertly blended the spirit to make each expression what it is today

The Dons of Tequila competition calls for bold bartenders across the globe who possess expert craft, passion for flavour and a resolute dedication to quality to step up for a chance to follow in the footsteps of some of the world’s revered Tequila legends.

For the last 250 years, 10 generations of the Cuervo family have carefully cultivated and harvested agave, expertly blending the spirit to make each expression what it is today.

As the only Tequila brand to control the entire production process – from harvesting the agave by hand, to rigorously taste-testing every batch before it is bottled – it’s no surprise that Jose Cuervo is the world’s best-selling Tequila, boasting a market share of more than 35% in the category.

The bartender who proves they have all the qualities of a classic Don will fly to Tequila, Mexico, harvest their own crop of agave on the Jose Cuervo estate, blend it, and keep the batch, labelled under their own name.

To be in with a chance of winning this once-in-a-lifetime experience and become a part of Jose Cuervo’s history, upload a picture of your Tequila cocktail shot creation, inspired by one of the historical Dons – and featuring either Jose Cuervo Gold or Jose Cuervo Silver – to the Dons of Tequila website.

Top entries from each country will compete in national finals in July, where they will be expected to capture the spirit of the Dons and demonstrate a thorough knowledge of Jose Cuervo and Tequila.

The best of these aspiring Dons from each country will need a healthy dose of grit and integrity to withstand the heat of the global final in front of the true Dons of Tequila, based at the Jose Cuervo distillery, La Rojeña, situated in Mexico.

If you think you have the passion, flair and courage that Jose Cuervo is searching for, read on for an inspiring selection of recipes and an introduction to some of the brand’s most honourable historic Dons.

So you want to be a Don, huh? We don’t blame you – here are some of Jose Cuervo’s finest recipes to rustle up while you master your signature serve.

Apple Challenge

25ml Jose Cuervo Silver
25ml Cloudy apple juice
Small teaspoon cinnamon powder




35ml Jose Cuervo Silver
5ml fresh lime juice
10ml lime cordial



Chocolate Orange

40ml Jose Cuervo Silver
5ml fresh lime juice
5ml vanilla syrup



Sweet Chilli Shiver

40ml Jose Cuervo Silver
10ml fresh lime juice
serve with 1tsp agave syrup and sliced jalapeno chilli






As legend goes, the Cuervo name came from an ancestor who escaped death while being shot at by a bandit. A crow (cuervo) intercepted and took the shot, and the family name was born. Here are just five of the people from Jose Cuervo’s heritage deemed worthy of the title of Don.

Don Jose Antonio

Don-Jose AntonioDon Jose Antonia de Cuervo y Valdes was granted 35 acres of land to cultivate the blue agave plant and make Tequila, a move that cemented the beginning of the family’s business dynasty.



Don Jose Maria

Don-Jose-MAriaDon Jose Maria Guadalupe de Cuervo y Montano marked the official start of the Tequila industry after receiving the first royal warrant to sell Tequila outside the namesake town, paving the way for the success of the category as we know it today.



Don Jesus

Don-JesusDon Jesus Flores y Ponce sold the first bottled Tequila; the spirit was previously only available to buy in barrels.




Don Luis

Don-LuisMaster distiller and longest serving employee Don Luis Yerenas created a new expression in 1971, designed to be the smoothest and most well-suited to mixing. The end result was Jose Cuervo Gold.



Don Carlos

margaritaLegend has it that bar owner Don Carlos Herrera was paid a visit by famous actress and showgirl Rita de la Rosa, and created a cocktail to impress her ­– the Margarita.

Here are the ingredients needed to replicate the cocktail he created that momentous night:
50ml Jose Cuervo Silver, 25ml fresh lime juice, 15ml agave syrup, 1 lime wedge


For a contemporary twist, why not try Jose’s Avocado Margarita?

50ml Jose Cuervo Silver
¼ avocado
15ml fresh agave syrup
25ml fresh lime juice
25ml Triple Sec

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