Don Francisco Javier Sauza to commemorate Mexican Independence, launched on 16th September 1950.
The accounts and statements on this site form the DNA of the Hornitos brand. These truths shape the brand and help to define its future direction.
DOWNLOAD
THE DECK
MOMENTS
It debuted as a Reposado – the first Reposado ever created. Uniquely rested in 10,000 gallon American Oak vats, Hornitos has less contact with the wood, thus retaining the fresh agave flavour.
The name, meaning ‘little ovens,’ was given in honour of Don Cenobio Sauza, whose innovative spirit and deep understanding of tequila production led him to change the traditional method of cooking piñas in open fires to a more controlled process of cooking them in ovens.
This document outlines the history of the Hornitos brand, the personality and celebrated stories, and the distinguishing characteristics of the liquid itself.
The name, meaning ‘little ovens,’ was given in honour of Don Cenobio Sauza, whose innovative spirit and deep understanding of tequila production led him to change the traditional method of cooking piñas in open fires to a more controlled process of cooking them in ovens.
This document outlines the history of the Hornitos brand, the personality and celebrated stories, and the distinguishing characteristics of the liquid itself.
Hornitos Timeline
1873
Don Cenobio SAUZA purchased “La Antigua Cruz” or the Antique Cross, the oldest registered tequila distillery), renaming it “La Perseverancia” (The Perseverance). As a mark of pride he named the liquid Tequila after the land and proudly communicated the badge of “Made in Tequila”.
1903
Don Eladio takes over the family enterprise at 20, elevating tequila to take centre stage of cultural prominence for Mexico
1946
Don Francisco Javier Sauza takes over the family, introducing the world to Casa Sauza
1950
Hornitos is launched on 16th September by Don Francisco Javier Sauza to commemorate the Mexican Independence
1974
Don Francisco Javier Sauza succeeds in petitioning the Mexican government to declare the town of Tequila as the only source for true tequila
Stories
HISTORY CELEBRATED
LITTLE OVENS
The name Hornitos, meaning ‘little ovens,’ was given as a tribute to Don Cenobio Sauza and his revolutionary method to better Tequila.
Don Cenobio’s innovative spirit and deep understanding of tequila production led him to change the traditional method of cooking piñas in open fires to a more controlled process of cooking them in ovens.
History tells us the Don Francisco Javier launched Hornitos in 1950, however, sketches of the brand have been found with Don Eladio’s name, who passed away four years before the launch.
Don Cenobio’s innovative spirit and deep understanding of tequila production led him to change the traditional method of cooking piñas in open fires to a more controlled process of cooking them in ovens.
History tells us the Don Francisco Javier launched Hornitos in 1950, however, sketches of the brand have been found with Don Eladio’s name, who passed away four years before the launch.
HONORING THE REVOLUTION & INDEPENDENCE OF MEXICO
Revolutionary Intention
Hornitos was created as a quality tequila for the working man. At the time, quality tequila was expensive, and the cheaper alternative was rather unpalatable. So Don Francisco Javier created an affordable tequila that maintained the quality and care of the more expensive brands, using only 100% blue agave, with gentle extraction and double distillation.
Naming as Tribute to Revolutionary Making
Hornitos is named after Don Cenobio’s revolutionary approach to tequila production. Instead of using open fires, Don Cenobio introduced little ovens which helped to better control the cooking process, producing a better and more consistent product.
Revolutionary Taste
When it first launched, the lively agave-forward intensity of Hornitos stood in stark contrast to the standard, ‘foul tasting’ version of affordable tequila.
People
THE SAUZA FAMILY
DON CENOBIO SAUZA
THE FATHER OF TEQUILA
Don Cenobio Sauza was born on a farm in Jalisco, Mexico, and worked there until he was sixteen. In 1858 Cenobio travelled to Tequila to visit his cousin Ramon Corona Madrigal. He got a bookkeeping job at the distillery of José Antonio Gómez Cuervo, where he learned how to farm agave and distil mezcal-tequila.
In 1870, Don Cenobio leased the ‘La Gallardeña’ distillery for three years, after which he purchased ‘La Antigua Cruz’ (The Antique Cross) – the oldest registered tequila distillery – and renamed it ‘La Perseverancia’ (The Perseverance).
Don Cenobio became the first distiller to export his product to the United States. He also began calling his product ‘Tequila’ based on the town of origin. As the demand for Casa Sauza Tequilas increased, Don Cenobio began bottling and labelling his tequila with different brands and specific taste profiles, making shipping much more efficient.
A savvy businessman who aspired to completely perfect the tequila making process, Don Cenobio poured his heart and his savings into building the Casa Sauza Tequila empire in the form of increased agave holdings and pioneering technologies that were soon emulated throughout the industry.
By integrating steam-heated ovens into the production process in the place of open pit fires, Don Cenobio instituted a more controlled cooking environment and began producing a more consistent quality of tequila. He was the first person in tequila to adopt continuous distillation, purchasing a coffee still in 1887.
Don Cenobio wanted the whole world to know that Sauza manufactured high quality products, and he was interested in having his products participate in competitions and exhibitions in Mexico and abroad. By shortening the name on the labels of his agave spirit from ‘vino tequila’ to ‘tequila’ he established the identity this fine liquor carries to this day.
As a person, Don Cenobio was known for his joyful and youthful spirit. He was kind to those less fortunate, often asking the store clerk to give those in need whatever they required, paying for all of it.
Throughout his life, Don Cenobio improved tequila’s quality and advanced its reputation around the world, helping to create a market for the beverage both within Mexico and abroad. However, it was his passion for tequila and his constant drive to make it better that earned Don Cenobio the title, the ‘Father of Tequila.’
In 1870, Don Cenobio leased the ‘La Gallardeña’ distillery for three years, after which he purchased ‘La Antigua Cruz’ (The Antique Cross) – the oldest registered tequila distillery – and renamed it ‘La Perseverancia’ (The Perseverance).
Don Cenobio became the first distiller to export his product to the United States. He also began calling his product ‘Tequila’ based on the town of origin. As the demand for Casa Sauza Tequilas increased, Don Cenobio began bottling and labelling his tequila with different brands and specific taste profiles, making shipping much more efficient.
A savvy businessman who aspired to completely perfect the tequila making process, Don Cenobio poured his heart and his savings into building the Casa Sauza Tequila empire in the form of increased agave holdings and pioneering technologies that were soon emulated throughout the industry.
By integrating steam-heated ovens into the production process in the place of open pit fires, Don Cenobio instituted a more controlled cooking environment and began producing a more consistent quality of tequila. He was the first person in tequila to adopt continuous distillation, purchasing a coffee still in 1887.
Don Cenobio wanted the whole world to know that Sauza manufactured high quality products, and he was interested in having his products participate in competitions and exhibitions in Mexico and abroad. By shortening the name on the labels of his agave spirit from ‘vino tequila’ to ‘tequila’ he established the identity this fine liquor carries to this day.
As a person, Don Cenobio was known for his joyful and youthful spirit. He was kind to those less fortunate, often asking the store clerk to give those in need whatever they required, paying for all of it.
Throughout his life, Don Cenobio improved tequila’s quality and advanced its reputation around the world, helping to create a market for the beverage both within Mexico and abroad. However, it was his passion for tequila and his constant drive to make it better that earned Don Cenobio the title, the ‘Father of Tequila.’
DON ELADIO SAUZA
THE CULTURALIST
Don Eladio Sauza was born in Tequila, Mexico, and grew up in the agave fields alongside the skilled jimadores who harvested the piñas by hand. Often at his father’s side, he quickly learned the distillation process at an early age. At age 20, Eladio moved to Tecolotlan to take charge of his father's distillery, the Hacienda La Labor, where he learned the business of producing and selling tequila. Later he moved to Mazatlán in the Northeastern part of Mexico to establish a Sauza Tequila distribution centre in order to increase exporting.
In 1909 Eladio returned home to mourn his father's death and take control of the Sauza Tequila business. At this time, Mexico was in its final years under the Porfirio dictatorship and a ruling class that still looked to Europe for cultural inspiration. Beneath the ruling class, however, the resentment for this old-world influence was growing. Tequila represented a new sense of pride in all things Mexican, a pride Don Eladio shared wholeheartedly.
Don Eladio led Casa Sauza through the turbulent Mexican Revolution, where after the nation’s infatuation with Europe ended. Mexican culture, traditions and especially tequila were finally given the respect they deserved. Don Eladio embodied this renewed national pride and helped the people celebrate their heritage.
He established new platforms to present the nation’s cultural treasures, creating Guadalajara’s first commercial radio station and opening its first nightclub, ‘La Colonial.’ In honouring all that belonged solely to the country and its people, he helped rebuild the Mexican spirit after the long years of turmoil.
Don Eladio modernized and expanded the family business by opening branches in Monterrey and Mexico City, and a concession in Spain. He also developed several new brands to spread demand, eventually expanding tequila exports to the United States to over one million gallons a year.
Later in life, Don Eladio continued to refine Casa Sauza’s tequila production process and opened up the consumer market for tequila in a whole new way. By selling tequila in bottles as well as barrels and casks, he brought his tequila out of the bars and taverns and into the home.
By the time of Don Eladio’s death, tequila was an established symbol of Mexican culture. The many distribution centres he had established throughout the republic ensured that his tequila was available everywhere. He left the Sauza Tequila business to his firstborn son, Francisco Javier Sauza.
In 1909 Eladio returned home to mourn his father's death and take control of the Sauza Tequila business. At this time, Mexico was in its final years under the Porfirio dictatorship and a ruling class that still looked to Europe for cultural inspiration. Beneath the ruling class, however, the resentment for this old-world influence was growing. Tequila represented a new sense of pride in all things Mexican, a pride Don Eladio shared wholeheartedly.
Don Eladio led Casa Sauza through the turbulent Mexican Revolution, where after the nation’s infatuation with Europe ended. Mexican culture, traditions and especially tequila were finally given the respect they deserved. Don Eladio embodied this renewed national pride and helped the people celebrate their heritage.
He established new platforms to present the nation’s cultural treasures, creating Guadalajara’s first commercial radio station and opening its first nightclub, ‘La Colonial.’ In honouring all that belonged solely to the country and its people, he helped rebuild the Mexican spirit after the long years of turmoil.
Don Eladio modernized and expanded the family business by opening branches in Monterrey and Mexico City, and a concession in Spain. He also developed several new brands to spread demand, eventually expanding tequila exports to the United States to over one million gallons a year.
Later in life, Don Eladio continued to refine Casa Sauza’s tequila production process and opened up the consumer market for tequila in a whole new way. By selling tequila in bottles as well as barrels and casks, he brought his tequila out of the bars and taverns and into the home.
By the time of Don Eladio’s death, tequila was an established symbol of Mexican culture. The many distribution centres he had established throughout the republic ensured that his tequila was available everywhere. He left the Sauza Tequila business to his firstborn son, Francisco Javier Sauza.
DON FRANCISCO JAVIER
THE ROMANTIC
Don Francisco Javier Sauza was born in Tecolotlan while his father, Don Eladio, was overseeing the Hacienda La Labor. In his youth, he was sent to the United States to study business management – the first of the Sauza family’s three Dons to attend college. While in the US, he met Maria Elena “Nina” Gutierrez Salcedo of the Cuervo family. The Sauza and Cuervo families had always quarrelled, exchanging both insults and pistol shots. When Don Francisco and Nina were secretly married, Don Eladio was so enraged that he banned his son from the family business, leaving him to toil as a Mexico City tour guide and sustain a string of odd jobs before being allowed back into the company shortly before his father’s death.
When he took over the distillery of La Perseverancia, Don Francisco Javier gave it the new corporate name of Tequila Sauza, S.A., de Jalisco. He sought to change the image of tequila from a drink of the campesinos to a refined spirit of the upper classes. His competitors scoffed when he redesigned the bottles and labels for a more tasteful look, and began to age some of the tequila in wooden barrels for a smoother taste and colour.
Don Francisco Javier modernised the manufacturing processes at Sauza, substituting the stone wheels for modern mills, installing autoclaves and hygienic stainless steel fermenting vats, improving the filling and labelling process, and modernising the quality control lab. He also established the agricultural department of Sauza to enhance farming and keep the plantations disease free. In 1950, he created a new brand called Hornitos.
During his travels as tequila’s first ambassador, Don Francisco Javier discovered that ‘tequila’ was being made in Japan. He was appalled, declaring, “you cannot make tequila where the plant that gives it its origin does not exist.” He thus petitioned Mexico’s leaders to establish Tequila as a ‘Denomination of Origin’ – the only place where true tequila could be made – likening his native terrain of the blue agave to the French regions of Champagne and Cognac. By 1977, he had accomplished his goal. He furthermore established the preservation fund of the Agave Tequilana Weber blue variety to ensure the vitality and viability of this beautiful plant for future generations and cement its place in Mexican heritage.
In 1973, to celebrate the 100th anniversary of the founding of the distillery, Don Francisco launched Tres Generaciones in honour of the three generations that had managed Sauza Tequila since its creation. He sold Sauza Tequila to Mexican brandy producer Pedro Domecq when his son Eladio refused to move to Guadalajara and assume the chairmanship of the firm.
When he took over the distillery of La Perseverancia, Don Francisco Javier gave it the new corporate name of Tequila Sauza, S.A., de Jalisco. He sought to change the image of tequila from a drink of the campesinos to a refined spirit of the upper classes. His competitors scoffed when he redesigned the bottles and labels for a more tasteful look, and began to age some of the tequila in wooden barrels for a smoother taste and colour.
Don Francisco Javier modernised the manufacturing processes at Sauza, substituting the stone wheels for modern mills, installing autoclaves and hygienic stainless steel fermenting vats, improving the filling and labelling process, and modernising the quality control lab. He also established the agricultural department of Sauza to enhance farming and keep the plantations disease free. In 1950, he created a new brand called Hornitos.
During his travels as tequila’s first ambassador, Don Francisco Javier discovered that ‘tequila’ was being made in Japan. He was appalled, declaring, “you cannot make tequila where the plant that gives it its origin does not exist.” He thus petitioned Mexico’s leaders to establish Tequila as a ‘Denomination of Origin’ – the only place where true tequila could be made – likening his native terrain of the blue agave to the French regions of Champagne and Cognac. By 1977, he had accomplished his goal. He furthermore established the preservation fund of the Agave Tequilana Weber blue variety to ensure the vitality and viability of this beautiful plant for future generations and cement its place in Mexican heritage.
In 1973, to celebrate the 100th anniversary of the founding of the distillery, Don Francisco launched Tres Generaciones in honour of the three generations that had managed Sauza Tequila since its creation. He sold Sauza Tequila to Mexican brandy producer Pedro Domecq when his son Eladio refused to move to Guadalajara and assume the chairmanship of the firm.
Place
TEQUILA JALISCO
TEQUILA, JALISCO
Now one of thirty-one Mexican states, the rugged expanse of Mexico known as Jalisco immediately captured the imagination of the first Europeans who saw it. Densely populated by beautiful Agave Tequilana Weber, the blue variety, the landscape inspired everyone who came in contact with it. The blue agave plant was also the source of a mezcal so exquisite it became the favourite drink of Chichimecas, Aztecas and conquistadors alike. It was known by many names, including ‘vino tequila’ (tequila wine), ‘brandy mezcal’ and ‘mezcal tequila.’
The village of Tequila was officially founded in 1656, named after the black rocks from the Tequila Volcano. The distilled ‘wine’ produced there grew so popular it became a threat to the trade of Spanish products – so much so that in 1659, Spain’s King Felipe II decreed that no new blue agaves could be planted in the Mexican territories. Despite this law, enthusiasm for the new world ‘brandy’ continued to grow.
Spain’s efforts to thwart the spread of tequila continued. In 1785 another royal decree forbade the production and distillation of alcoholic beverages in Mexico. Instead of halting the spread of tequila, however, this law merely took it underground. No longer permitted to sell locally made spirits, cantina and tavern owners buried their reserve inside vast oak barrels. This rudimentary aging resulted in what we now call ‘tequila reposado’ and ‘tequila añejo.’
The name ‘Tequila’ has been protected by the Mexican government since 1974, and its use is limited to products distilled from agave grown in Tequila and surrounding municipalities as well as parts of the State of Tamaulipas. The lands in Tamaulipas were later added as the need to cultivate blue agave grew, certified by the Mexican government for quality. The term is limited to fifteen production facilities including Sauza.
The village of Tequila was officially founded in 1656, named after the black rocks from the Tequila Volcano. The distilled ‘wine’ produced there grew so popular it became a threat to the trade of Spanish products – so much so that in 1659, Spain’s King Felipe II decreed that no new blue agaves could be planted in the Mexican territories. Despite this law, enthusiasm for the new world ‘brandy’ continued to grow.
Spain’s efforts to thwart the spread of tequila continued. In 1785 another royal decree forbade the production and distillation of alcoholic beverages in Mexico. Instead of halting the spread of tequila, however, this law merely took it underground. No longer permitted to sell locally made spirits, cantina and tavern owners buried their reserve inside vast oak barrels. This rudimentary aging resulted in what we now call ‘tequila reposado’ and ‘tequila añejo.’
The name ‘Tequila’ has been protected by the Mexican government since 1974, and its use is limited to products distilled from agave grown in Tequila and surrounding municipalities as well as parts of the State of Tamaulipas. The lands in Tamaulipas were later added as the need to cultivate blue agave grew, certified by the Mexican government for quality. The term is limited to fifteen production facilities including Sauza.
THE SOUL PLACE & THE HOME
The Soul Place: La Perseverancia
In 1873, Don Cenobio Sauza purchased the oldest registered tequila distillery, ‘La Antigua Cruz’ (The Old Cross, founded 1805), for 5,000 pesos payable over four years. He renamed it ‘La Perseverancia’ (Perseverance).
The estate was comprised of a hallway with a brickwork arch in four parts, a pipes ward, a tahona, a mexcal and livery room, and an adjoining lot – 29,933 square feet in total. Five years after purchasing it, Don Cenobio decided to expand, acquiring lots from his neighbors. By 1878, the property was a total of 169,553 square feet.
The old building was demolished and a modern one was built on its foundation, containing two continuous distillation stills and steam-powered machinery. Costing 20,000 pesos, these changes were a great innovation at the time. The only remaining piece of the old distillery is the chimney stack which stills stands.
The plaque at La Perseverancia reads: “What a single man could not do, three were able to achieve in 100 years, joined under the sign of Perseverance.”
The estate was comprised of a hallway with a brickwork arch in four parts, a pipes ward, a tahona, a mexcal and livery room, and an adjoining lot – 29,933 square feet in total. Five years after purchasing it, Don Cenobio decided to expand, acquiring lots from his neighbors. By 1878, the property was a total of 169,553 square feet.
The old building was demolished and a modern one was built on its foundation, containing two continuous distillation stills and steam-powered machinery. Costing 20,000 pesos, these changes were a great innovation at the time. The only remaining piece of the old distillery is the chimney stack which stills stands.
The plaque at La Perseverancia reads: “What a single man could not do, three were able to achieve in 100 years, joined under the sign of Perseverance.”
The Home: La Quinta
La Quinta was built by Don Jesus Flores Amolan on ruins that date from the late 18th century. He opened the house with a large party in 1836. At age 70, Don Francisco purchased the home from an heir of the Gallardo family. He considered using it for retirement. He changed the name from Quinta del Regugio to Quinta Sauza. It was used to hold events, and today it serves as the Sauza Heritage Centre.
Liquid
House Style Liquid
HONORING THE PURE AGAVE
A Lively Agave Forward Tequila
A Lively Agave Forward Tequila
Being faithful to our pioneering spirit and committing to our gentle extraction process that elevates the Natural Agave Taste with the liveliness of the 100% Blue Agave and a Double Distillation approach.
A LIVELY, AGAVE FORWARD TEQUILA.
THE PORTFOLIO
Experience
THE FIRST SIP
APPRECIATION OF LIVELY AGAVE
The original Mexican drink experience:
Best enjoyed neat, or over ice with fresh citrus, as a sipping liquid to fully appreciate the lively agave aroma and flavour.
The American drink experience:
Predominately consumed as a shot occasion.
Personality
INDEPENDANT SPIRIT
THE INDEPENDENT SPIRIT
PIONEERING
As the first-ever Reposado created, Hornitos was truly pioneering in its approach to resting the liquid, using large vats to minimize contact with the wood and thus retain the fresh agave flavour that Casa Sauza brands are known for.
INNOVATIVE
Challenging the notion that affordable tequila can’t be high quality through innovative methods of production including double distillation and gentle extraction.
BRAVE
Created to commemorate Mexico’s independence, Hornitos honours and celebrates the courage and rebellious spirit that led to a new nation and one-of-a-kind tequila.
