Why is it a worm in Jose Cuervo?

The presence of a worm in some bottles of mezcal, including certain types of Jose Cuervo, is primarily a marketing gimmick. The worm, actually a larva from the agave moth, is used to signify quality and authenticity, as its inclusion can indicate that the mezcal is made from 100% agave. While it is not found in all mezcal, its novelty has made it a popular symbol in the spirits industry, appealing to adventurous drinkers.