Reserva de la Familia unveiled its 2025 collector’s box designed by contemporary Mexican artist Ana Segovia. 

The custom piece, titled “No Señorita, Esos Colores son Prohibidos,” explores traditional charrería attire and encourages reflection on this symbol of Mexican national identity, featuring a charro suit in vibrant fluorescent and pastel tones. 

2025 marks the 30^th anniversary of Reserva de la Familia, a proud 11^th-generation, family-owned Mexican brand, the world’s first Extra Añejo tequila and the first ultra-premium tequila. Each year, Reserva de la Familia enlists a Mexican artist to design the artwork for the Extra Añejo collector’s box, embodying the artistry of the liquid within. 

Segovia’s design examines the notion of gender in charrería through the mythical figure of the charro, leveraging fluorescent and pastel tones to help the viewer reconsider the traditional colors that are used in charrería garb. By using vibrant hues in this year’s box, contrasting with the rigidity and gallantry associated with gender, Segovia invites the viewer to contemplate new possibilities.

“My artwork for this year’s collector’s box is grounded from a place of memory. I drew inspiration from the figures of Mexican rodeo, Mexican cinema and, directly, tequila, connecting my style of vibrant hues to the iconography of rural spaces in Mexico,” Segovia said. “As a longtime fan of the brand, I’m honored to be this year’s featured artist. You can truly taste the craftsmanship and history of this special tequila, which I’ve strived to capture through my design.”

Distilled in small batches and handcrafted with meticulous care, Reserva de la Familia was once reserved only for the Cuervo family’s closest friends and enjoyed by Mexican dignitaries. It was released to the public in 1995 to celebrate the 200^th anniversary of Jose Cuervo. 

For only the past 30 years of their 230-year brand story, Reserva de la Familia has been available to all who wish to enjoy the exquisite taste and unmatched quality of their four distinct expressions. The brand remains the crown jewel of the Cuervo family and a symbol of tequila excellence, crafted following an artisanal process passed down over generations.

Segovia’s artistry draws upon images from the Golden Age of Mexican cinema, intertwining with the rich heritage of Reserva de la Familia. His works use vibrant colors to create figurative scenes, appealing to Mexican cultural touchstones and gender archetypes. 

Segovia’s approach involves producing moving images that capture situations through his unique pictorial eye, merging theater, photography, cinema and dance. Segovia’s work has been showcased at the Venice Biennale and is currently on display at the Museum of Contemporary Art in Los Angeles.

Segovia joins previous Reserva de la Familia artist partners including Ana Pellicer, Gonzalo Lebrija, the Tercerunquinto Collective, Jorge Pardo and Mercedes Gertz, among many others. Each artist is selected by a team of art curators, including 11^th generation Cuervo family member and CEO of Jose Cuervo, Juan Domingo Beckmann; Executive Director of El Museo del Barrio in New York City, Patrick Charpenel; and founder of Zona Maco, Mexico’s number one art fair, Zélika García.

Only the finest inner portions of six- to nine-year-old agave piñas are used for Reserva de la Familia, which are cooked in traditional brick ovens at La Rojeña, Latin America’s oldest operational distillery. The liquid is double distilled in copper pot stills and aged in a blend of new American and French oak barrels, resulting in a tequila with a rich bouquet, complex flavors and an ultra-smooth finish. 

The tequila 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. It is then hand-signed, numbered and dated – making every Reserva de la Familia Extra Añejo bottle in this limited release truly one of a kind.

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. Tequila enthusiasts may also uncover previous annual releases in stores, offering a unique opportunity to build a limited-edition collection of Reserva de la Familia Extra Añejo. 

To learn more about Reserva de la Familia, please visit www.cuervo.com/reserva-de-la-familia.

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