The Family Origins
The story of the family behind The Horse begins with Félix López, who in 1870 acquired the hacienda and officially registered it as a tequila-producing estate. He renamed the property Hacienda San José del Refugio, a name that symbolized its grandeur.
Félix and Carmen
At the age of 45, Félix married 18-year-old Carmen Rosales, with whom he had two children: Aurelio and María de Jesús (Jesusita). Together, they modernized tequila production on the estate, building a factory that was in use until 1963. After Félix passed away in 1878, Carmen took over the hacienda with the help of her brother, Ambrosio Rosales, and his wife, Elisa Gómez Cuervo de Rosales. Ambrosio successfully managed the estate for years, teaching the business to Carmen’s son, Aurelio.
Aurelio
Aurelio eventually took control of the estate and named its tequila “Herradura.” During the Cristero Rebellion (1926-1929), a conflict between the Catholic Church and the Mexican government, Aurelio became a strong supporter of the Cristero movement. He provided refuge and resources to the rebels, earning him the nickname “El Cristero.” In 1927, the government began targeting Cristero sympathizers, and Aurelio had to flee the country, taking refuge in the Vatican for three years. Though he never returned to the estate, his legacy as a defender of the faith remained a key part of his story.
Don David
After Aurelio left, his cousin David Rosales took charge of the hacienda. At a time when mixed tequila (with added sugar) was becoming popular to cut costs, Don David insisted on keeping Herradura as a 100% agave tequila. In 1928, Tequila Herradura was officially registered, with the horseshoe as its iconic logo.
María de Jesús López Rosales
Known as “Chuy,” Aurelio’s sister returned to the hacienda after the Cristero conflict and dedicated her life to Amatitán. She never married and instead focused on social projects, such as building schools, the municipal palace, and renovating the local church. In 1958, she financed the construction of five wells that provided water to the community, a priceless gift.
Esther and Ernesto
The estate then passed to David’s sister, Esther de la Peña Rosales. Preoccupied with raising her three daughters, she handed the hacienda’s management to her extravagant brother Ernesto. Known for his lavish lifestyle, Ernesto drove the estate into financial trouble. Eventually, the family stepped in, and the estate was once again under the control of the three sisters.
The Three Sisters and Carlos Ugarte
The three De la Peña sisters retained most of the shares of Hacienda San José del Refugio, but only one, Gabriela, ended up working there. Gabriela hired her nephew, Carlos Ugarte, to manage the property, and he became a legend. Carlos was known for his hard work, sociable nature, and love for tequila. He improved the workers’ housing and was seen as a hero by the staff. His untimely death inspired a ballad in his honor, and he is still fondly remembered today.
Doña Gabriela de la Peña Rosales
If Hacienda San José del Refugio had a queen, it would be Doña Gabriela de la Peña Rosales. She was said to be strikingly beautiful and the hardest worker on the estate. She greeted the workers at breakfast, reviewed the accounts during meals, and handled sales in Guadalajara in the afternoons. Under her leadership, a modern distillery was built, while the old factory was preserved as a museum. Gabriela introduced Herradura Añejo in 1962 and presented Reposado to the world in 1974. Her generosity and hospitality were legendary, and her death was seen as a civic tragedy.
The Legacy Continues
Doña Gabriela’s sons, Guillermo and Pablo Romo de la Peña, ushered in a new era of expansion for Casa Herradura. In 1994, they launched El Jimador, which became the best-selling tequila in Mexico. In 1997, they added New Mix to their line, which became the top-selling ready-to-drink tequila beverage in the country. Although Brown-Forman acquired Casa Herradura in 2007, the Romo family remains closely tied to the hacienda, which is still a symbol of tradition and excellence in tequila production.