In a stunning collaboration, Reserva de la Familia by Jose Cuervo unveils its 30th anniversary collector’s box designed by Ana Segovia, challenging traditional colors in charrer attire and reimagining the mythical figure of the charro.
Unlocking Artistic Freedom: A Conversation with Ana Segovia on Breaking Color Barriers
As the world’s first Extra Añejo tequila celebrates its 30th anniversary, Reserva de la Familia by ‘Jose Cuervo’ has unveiled a stunning new collector’s box designed by contemporary Mexican artist Ana Segovia. The custom piece, titled ‘No Señorita, Esos Colores son Prohibidos,’ is an ode to traditional charrería attire and invites reflection on the symbol of Mexican national identity.
Exploring Charrería through Vibrant Hues
Segovia’s design delves into the notion of gender in charrería, reimagining the mythical figure of the charro with fluorescent and pastel tones. This bold approach encourages viewers to reconsider traditional colors used in charrería garb. By harnessing vibrant hues, Segovia aims to challenge the rigidity associated with gender, fostering a new narrative.
A Legacy of Craftsmanship
Reserva de la Familia Extra Añejo is distilled in small batches and handcrafted with meticulous care, echoing the Cuervo family’s artisanal process passed down over generations. The brand remains the crown jewel of the Cuervo family, symbolizing tequila excellence. With its rich bouquet, complex flavors, and ultra-smooth finish, Reserva de la Familia Extra Añejo is a testament to the artistry of the liquid within.
Ana Segovia’s Artistic Journey
Segovia’s work has been showcased at the Venice Biennale and is currently on display at the Museum of Contemporary Art in Los Angeles. His approach involves merging theater, photography, cinema, and dance to create moving images that capture situations through his unique pictorial eye. This blend of mediums produces captivating figurative scenes, appealing to Mexican cultural touchstones and gender archetypes.
A Collaboration of Cultural Significance
The Cuervo family is a prominent name in the world of tequila production, with a history dating back to the 19th century.
Founded by Don Pedro Cuervo in Jalisco, Mexico, the family's eponymous distillery has been producing high-quality tequilas for over 130 years.
The Cuervos are known for their innovative approach to traditional methods, resulting in distinct and flavorful spirits.
Their commitment to quality and tradition has earned them numerous awards and recognition within the industry.
Segovia joins a distinguished list of artists who have contributed to Reserva de la Familia’s annual collector’s box, including Ana Pellicer, Gonzalo Lebrija, the Tercerunquinto Collective, Jorge Pardo, and Mercedes Gertz. Each artist is selected by a team of art curators, ensuring that every design embodies the artistry of the liquid within.
A Tequila with a Rich Heritage
Reserva de la Familia is bottled in hand-blown glass, with each label individually adhered before the bottle is dipped in wax and embellished with the Cuervo family crest by hand. The tequila is hand-signed, numbered, and dated, making every bottle truly one of a kind.
Unveiling the 2025 Collector’s Box
The 2025 collector’s box designed by Ana Segovia will be available on retailer shelves at select fine liquor stores, restaurants, and bars this year for a suggested retail price of $189.00. This limited release offers a unique collectible that combines art, culture, and exceptional tequila.
A Legacy to Be Continued
As Reserva de la Familia by ‘Jose Cuervo’ continues its 30-year journey, the collaboration with Ana Segovia serves as a testament to the brand’s dedication to Mexican heritage and artistic expression. The ‘No Señorita, Esos Colores son Prohibidos‘ collector’s box is a masterpiece that will be cherished for years to come, honoring the tradition of fusing premium tequila craftsmanship with Mexican culture.
