Jose Cuervo Reveals Artwork for 2011 Ultra-Premium Reserva De La Familia Packaging

In an ongoing demonstration of its commitment to the 10 generation-strong company and family motto—ancestry, prestige and tradition—Jose Cuervo unveiled the 2011 edition of Reserva de la Familia. The 16th installment of the limited-edition handcrafted wooden box collection is adorned with the artistic styling of celebrated tattoo artist Jerónimo López Ramírez, known in the tattoo community as ‘Dr. Lakra.’

Reserva de la Familia is an award-winning Extra Añejo (aged) Tequila made from hand-selected, 100% pure blue agave grown in the Cuervo estate’s richest volcanic soils. It is considered to be a collectable masterpiece by spirit connoisseurs around the world for both its superior taste and uniquely designed packaging. Each year since 1995, the Cuervo family has selected a renowned Mexican artist to paint the new handcrafted wooden box for its ultra-premium vintage Tequila—part of its continuing support for promising Mexican artists and local culture.

This year’s edition features the artistry of Dr. Lakra, who is the first artist that transcends the subculture of the tattoo art. By mixing traditional tattoo art and Mexican graphic art, Dr. Lakra transforms objects such as vintage posters, Japanese print art, paper glasses and plastic dolls in drawings. Lakra’s work has been shown in individual exhibitions in galleries around the world including London, Berlin, Tokyo, and of course Mexico.

Over the past 200 years, the Jose Cuervo family has passed on their strong knowledge in the arts of agriculture, distilling and blending from generation to generation to deliver Reserva de la Familia,” said Juan Domingo Beckmann, Executive Director of Casa Cuervo and the 10th generation of Jose Cuervo descendents. “Each barrel is personally sampled by a member of the Jose Cuervo family in order to preserve its heritage for the entire world to savor.”

Aged in new French and American charred oak barrels, Reserva de la Familia has a full, mellow taste that combines floral, agave, vanilla, nut and Cognac-like flavors and is typically sipped in a brandy snifter either straight or on the rocks. Each bottle is carefully assembled by hand, numbered and dated, hand-dipped in wax and then placed in the handcrafted wooden box. The 20011 Reserva de la Familia is expected to be available in most U.S. states in around December for approximately $125 per 750ml bottle (price varies per market).


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