The tour that became legend

The Drink

That Fueled It

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Reserva de la Familia launches

The Rolling Stones Collectors’ Edition

Reserva de la Familia®, the private reserve tequila of the Jose Cuervo family, has released a limited edition bottle – entitled The Rolling Stones Tour Pick Collectors’ Edition. This release celebrates the pivotal role Jose Cuervo played in fueling The Rolling Stones’ infamous 1972 North American tour, which was dubbed the ‘Tequila Sunrise Tour’.

Experience the

History of Rock ‘n’ Roll

Let’s set the stage. The decade is the 1970s. The band is the Stones, rolling across the globe, cutting a swath of audible and physical destruction as they play and party their way into the rock ‘n roll record books. This is a time of excess in the United States and nothing marked the American ethos more than the glittering glamour of the Rolling Stones’ 1972 North American Tour. An endeavor of epic proportions spanning sold out shows, countless afterparties, and an infinite entourage of celebrities, it is widely heralded as the greatest party of all time.

The band discovered tequila and fell in love with the Tequila Sunrise cocktail while in San Francisco at Trident. The Reserva de la Familia bottle represents the luxury lifestyle that touched their everyday lives – from first class flights on their private jet to the St. Regis Rooftop on the last day of their tour. The Tour Pick bottle is your portal into rock ‘n’ roll history, unprecedented luxury and a taste the glitz, glam and controversy that made the ‘72 tour the benchmark of an era.

Reserva de la Familia:

The Tradition

An Interactive Experience

We welcome you to learn more about what makes this tequila one of the most unique and storied spirits of its kind.

Experience the Tradition