culture
This year the Agave Heritage Festival celebrates 17 years of exploring and celebrating the cultural, sustainable, and commercial significance of the agave across borders. We are proud to live in a city considered a premiere destination for ‘All Things Agave’ and participate in Mayor Regina Romero’s 2022 proclamation of Tucson as America’s City of Century Plants, citing the region’s agave diversity, agricultural, and culinary history.
Tequila Wars: José Cuervo and the Bloody Struggle for the Spirit of Mexico
By Ted Genoways
Tequila Wars is a gripping historical account of how one of Mexico’s most iconic spirits became a global powerhouse. Through the lens of the Cuervo family’s rise to dominance, the book unearths the rivalries, political turmoil, and bloody battles that shaped the tequila industry. From clandestine deals and wartime survival tactics to international trade disputes, Tequila Wars offers a deep dive into the fight over Mexico’s most famous export.
About the Author
Ted Genoways is an award-winning journalist and historian known for his in-depth storytelling on agriculture, industry, and culture. His work includes This Blessed Earth, The Chain, and several other acclaimed titles that explore the intersections of history, business, and power.
Look forward to book signing events with Ted Genoways during the Agave Heritage Festival!
The Agave B(L)oom: Navigating Global Demand and Local Sustainability
As part of their engagement with the Agave Heritage Festival, students from the University of Arizona’s W.A. Franke Honors College have created a compelling research-based PDF titled The Agave B(L)oom: Navigating Global Demand and Local Sustainability. This student-led exploration examines the rising global demand for agave and its complex implications—from sustainable farming practices and economic opportunity to cultural traditions and environmental challenges. Dive into their work to gain a deeper understanding of agave’s global impact and its deep roots in Arizona’s Indigenous and ecological landscapes.
