Over the past two decades a spirit legend has graced our palates, a yearly ritual to many who seek to add modern art to their liquor cabinet, combining both incredible taste and visual excellence. I am, of course, referring to the legendary collection of Jose Cuervo Reserva de la Familia.
For nearly two decades the tequila pioneers have been creating one-of-a-kind handcrafted wooden masterpieces, created by world renowned Mexican artists; to celebrate another year for the worlds first extra-añejo tequila to have ever been produced. Each bottle is carefully crafted with only blue agave, harvested during its peak maturity at around 10 years. Its refined flavor is the result of over 3 years aging in French and American oak barrels. Velvety smooth in nature with an astonishing nose packed full of floral and vanilla, the Reserva de la Familia graces the palate with a distinct signature flavor that one can only find in Jose Cuervo’s imbibles.
In celebration of the latest box release, we’re showcasing the past 20 years of visual masterpieces.
Smell, Sip, Savor, Salud!
Artist: Enrique Rosas
No. In Series: 19th
The 19th installment of the limited-edition handcrafted wooden box collection is adorned with the artistic styling of Enrique Rosas. His intention was to explore the connection between art, science and technology, discovering how binaries link and converge to show the thinking between metaphoric thinking such as observer-observed; individual-collective; natural-artificial; micro-micro; and past and present.
Artist: Carlos Aguirre
No. In Series: 18th
The 18th installment of the limited-edition handcrafted wooden box collection displays the artwork of Carlos Aguirre. As one of the founders of contemporary art in Mexico and one of its most well-known figures, Carlos explores the ambiguity of the language we are exposed to everyday. He analyzes the distance between words and their meaning, discourses of different social groups, such as political, religious or drug lords. He is, in many ways, a social activist whose immense collection of printed matter give him a safety valve in his exquisitely conceived objects and installations.
Artist: Ricardo Pinto
No. In Series: 17th
Although born in Mexico City, Pinto has spent most of his life in Guadalajara, where he has studied art and architecture at the University of Guadalajara. He prefers a “very personal and intimate” approach to layering his work, mixing present-day and historical Mexico in a style that is similar to cave paintings. This is showcased on his design for the 17th box in the series which blend his signature style and modern graphics.
Artist: “Dr. Lakra”
No. In Series: 16th
The 16th installment of the limited-edition handcrafted wooden box collection is adorned with the artistic styling of Mexican tattoo artist Jerónimo López Ramírez, known in the tattoo community as “Dr. Lakra”. He is the first artist that transcends the subculture of tattoo art. He started creating tattoo illustrations in 1990, and discovered that tattooing was a form of art that could be transferred from the skin to a variety of surfaces, both living and non-living. His work has been influenced by comics, flamenco painting and cover sheets of music albums, He works with ideas of sexuality, death and carnal impulses.
Artist: Pablo Vargas Lugo
No. In Series: 15th
This year’s edition features the artistry of Pablo Vargas Lugo, whose work has been featured in more than a hundred exhibitions around the world. Vargas Lugo’s art is not limited to any specific style, technique or theme, but rather he creates works characterized by an apparent simplicity of form, which hides a web of visual and conceptual operations.
Artist: Marco Arce
No. In Series: 14th
Marco Arce was behind the design of the 2009 collection, using his vision to expresses energy, movement, and emotion as the main themes. on the Reserva de la Familia collection boxes. Born in 1968, he studied with Gilberto Aceves Navarro before finding his unique style based on an exploration of exceedingly personal journeys—feelings and experiences from his childhood.
Artist: Fernanda Brunet
No. In Series: 13th
The 13th edition featured the work of Fernanda Brunet. Brunet is most cmmonly known for her explorations of erotics images. Here was see an image muted by soft tones, light pastels and grays, to landscape elements like oceans and clouds or natural phenomenon such as volcanic eruptions. Full of energy, movement and emotion, Brunet’s images refer to the sublime essence of nature while conveying a sense of innocence and naiveté. Brunet’s narrations use an ever-growing eccentric palette of rose-colored tonalities and silver, complemented with acrylics.
Artist: Pedro Friedeberg
No. In Series: 12th
Pedro Friedeberg was chosen to create the 12th box in the series. Born in Italy in 1936, he acquired Mexican citizenship at the begining of World War II, later to become one of the finest architects and artists in the country. His work is seen in the Fine Arts Museums in both Boston and Paris. Most famous is his quote “Creation is a subconscious and mysterious process. My work is extremely melancholic and I believe that all great work must have some sadness of the universal man, who has not been able to discover the mystery of existence”.
Artist: Sergio Hernandez
No. In Series: 11th
Sergio Hernandez was chosen to design the 2006 box based on his unique ability to showcase sensitivity in his art-forms, a trait that is reflected across his work. Graduating from the National School of Painting, Sculpture and Engraving “La Esmeralda”, of the National Institute of Fine Arts in Mexico City, his work is widely shown in individual Exhibitions around the world.
Artist: Betsabee Romero
No. In Series: 10th
A Mexico City native, Betsabee Romero, was tasked with creating the 10th box in the series. For nearly two decades she has followed her specialty visual sense, allowing her to take a fresh look at familiar symbols and customs of global consumer culture such as cars, tattoos, clothes, etc.Betsadbee Romero has featured Her work has been frequently featured in several international residences. and exhibitions around the world.
Artist: Raymundo Sesma
No. In Series: 9th
Using his modernistic syle, shapes and colors to reflect great harmony and balance, Raymundo Sesma was behind the creation of the 9th box in the series. Widely known for his work throughout Europe, Asia and America he also founded The Civil Association “Advento”, which creates and promotes contemporary art as well as industrial and graphic design.
Artist: Maximino Javier
No. In Series: 8th
This year Jose Curevo presentsMaximino Javier, whose
Magic, fantasy and color delight our sight through a world of movement and freedom created by Maximino Javier. aximino Javier was born in 1948 in Santa Fe Lamar in Oaxaca, Mexico. The artist often finds this secluded town a source of inspiration. Javier’s approach to his artwork suggests a fantasy oriented and whimsical style. Largely focused on nature and humanity’s connection to it, many of Javier’s paintings reflect the relationships between humans and animals, love, the devil and the plight of industrial progress.
Artist: Luis Zarate
No. In Series: 7th
The 2002 edition box was designed by Mexican artist Luis Zárate. Contemporary design, complexity and color were the ideas that converged to express the taste of Mexico through art. Elements of nature such as grasshoppers, horses, burds and man can be seen in the box named “Gifts of our Mexican Culture”.
Artist: Emiliano Gironella Parra
No. In Series: 6th
Emiliano Gironella Parra is the youngest artist to have created a box. He blends contemporary art with his Mexican roots: the rituals of tequila, bullfights, cockfights and mariachis. Named “Bulls, Cocks, Mariachis and Tequila.”, the box was one of the original pieces created by Parra whose work can now be seen across the globe.
Artist: Mercedes Gertz
No. In Series: 5th
Mercedes Gertz is famous for several reasons. Not only is she one of the only women to partake in designing a limited edition box, but she is also a pioneer for cultural art within Mexico City. Her work has been highly acclaimed, such as her series of engravings for the permanent collection of the Jose Luis Cuevas Museum as well as the design of the sculpture presently at the National Auditorium.
Artist: Leonardo Gutierrez Romero
No. In Series: 4th
Friendly, expressive, happy and mysterious, these were the themes crafted into the 4th box, designed by Leonardo Gutiérez Romero. Born in a humble family in Mexico City in 1958, his art has been displayed across the globe in Europe, Mexico and the USA. His work also sits as part of a permanent collection in Mexico City, Denver, and Munich. To this day he is still ‘searching to define his own unique style”.
Artist: Artemio Rodriguez
No. In Series: 3rd
The 3rd box in the series was created by noneother than Artemio Rodriguez, born in Tacdinbaro, Michoacdn in 1972. Working in school since 1989, he has moved around the world to educate and teach his passions and incredible abilities to others. His work has been exhibited in Mexico, Spain, Ireland and The United States. He has permanent collections in the University of Arizona Museum of Art, Laguna Art Museum (Los Angeles) and the Institute of Graphic Arts in Oaxaca.
Artist: Manuel Velázquez
No. In Series: 2nd
Manuel Velázquez was behind the creation of the second box, a student of the Plastic Arts School in Chiapas since the age of just 12. His work has been exhibited individually as well as on Collective Expositions in Mexico City and the United States.The design seen on this particular was painted in a mixed technique over raw cotton paper before being printed on serigraphy.
Artist: Joel Rendón
No. In Series: 1st
In celebration of the 200th year of Jose Cuervo, the very first box was created. Joel Rendon was honored with the task of creating the first of two decades-worth of boxes that would follow. Awarded the Young Creative Artist’s scholarship from the FONCA and the distinction of Artist-in-Residence at the Art Institute of Chicago. Few people know that prior to the wooden boxes we now see, these images were originally engraved in linoleum and printed on 100% cotton paper.