The Cuervo name traces its history all the way back to 1758 with Jose Antonio Cuervo. The name quickly grew for the next 100 years to include somewhere between 2.5 million and 5 million agave plants on over 10,000 hectares by the turn of 20th century. Unfortunately, in the 1930s, the estate was broken up into smaller farmsteads. Grupo Cuervo was formed in 1979 after several different owners and managers of the Cuervo brand and assets. Since that time they have been neck-and-neck with Sauza in tequila production and working with international distributors. In 1998, they expanded their brand into premium tequilas, including some Coleccion Anejo tequilas that fetched $1,000 per bottle.

This particular tequila is a newly launched reposado celebrating their 209 years of tequila making tradition.

Cuervo Reserva de la Familia Reposado tequila is an ultra-premium silver tequila that is stored in "cool cellars" and made from a supposedly unique process they call "esencia de agave." It is said that the Reserva de la Familia tequila is a 10-generation old family recipe unavailable until recently. Each bottle is hand-numbered and sealed in wax. The bottles are hand-made and newly commissioned each year.

Cuervo has recently launched an interesting ad campaign called Living Notoriously Well... it has some interesting anecdotes.