For the 2009 collection, Jose Cuervo selected Marco Arce, an artist who expresses energy, movement, and emotion on the Reserva de la Familia collection boxes. Marco Arce was born in México City in 1968.

For Arce, painting and drawing are like love letters. This is the only way in which he can say many things. Since his peculiar childhood, he has found that painting is the only form of expression that fully satisfies him.

Painting, then, takes on a special form; it is transformed into a means of self-knowledge, a contradictory relationship in which the dialogue’s containment allows for discovery. More than just making pictures, Arce sets out to create rules and ask questions, methods that lead to paintings.

Since 1987, he has participated in more than 60 collective exhibitions and 15 individual shows. Arce has received six honorable mentions and two prizes of acquisition in different national biennials.

Marco Arce is one of the most prominent figures in contemporary Mexican art. As evidence of that, his work has been exhibited individually in cities such as New York, Madrid, México City, Guadalajara, and Monterrey

This year's 2010 Box Design edition features the artistry of Pablo Vargas Lugo, whose work has been featured in more than a hundred exhibitions around the world. Vargas Lugo's art is not limited to any specific style, technique or theme, but rather he creates works characterized by an apparent simplicity of form, which hides a web of visual and conceptual operations.

His works achieve both graphic and three-dimensional qualities by combining industrial and handmade processes.  Through this technique, he is able to mix together references and shapes from different sources and times.  

"The craftsmanship in the development of the Reserva de la Familia liquid and packaging is a true labor of love," said Juan Domingo Beckmann, Executive Director of Casa Cuervo and the 10th generation of Jose Cuervo descendents.

"It is our privilege to share the spirit of Mexican culture, and the artists that contribute to it, with the world through these distinctive and powerful forms of expression."