Sauza Tequila, established by Don Cenobio Sauza in 1873.
The accounts and statements in this site form the DNA of the Sauza Tequila brand. These truths shape the brand and help to define its future direction.
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THE DECK
MOMENTS
Don Cenobio Sauza was the first distiller to call the traditional Mexican spirit ‘Tequila’ and begin exporting it to the US.
Sauza Tequila was pioneering in establishing the denomination of origin for Tequila, making the spirit produced from the blue agave plant a global symbol of Mexican culture and heritage.
This document outlines the history of the Sauza Tequila brand, the personality and celebrated stories, and the distinguishing characteristics of the liquid itself.
The accounts and statements in this document form the DNA of the Sauza Tequila brand. These truths shape the brand and help to define its future direction.
Sauza Tequila was pioneering in establishing the denomination of origin for Tequila, making the spirit produced from the blue agave plant a global symbol of Mexican culture and heritage.
This document outlines the history of the Sauza Tequila brand, the personality and celebrated stories, and the distinguishing characteristics of the liquid itself.
The accounts and statements in this document form the DNA of the Sauza Tequila brand. These truths shape the brand and help to define its future direction.
Sauza Timeline
1873
Sauza is first introduced by Don Cenobio as a mescal
1873
Don Cenobio purchases ‘La Antigua Cruz’ (the Antique Cross), the oldest registered tequila distillery, renaming it ‘La Perseverancia’ (The Perseverance)
He becomes the first distiller to export his product to the United States by bringing three casks and six jugs through what is now known as Juarez, Mexico and El Paso, Texas
As a mark of pride he names the liquid Tequila after the land and proudly communicates the badge of ‘Made in Tequila’
He becomes the first distiller to export his product to the United States by bringing three casks and six jugs through what is now known as Juarez, Mexico and El Paso, Texas
As a mark of pride he names the liquid Tequila after the land and proudly communicates 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
1926
Tequila Sauza Hoven inspires Tequila Sauza Extra (both Plata now Silver)
1946
Don Francisco Javier Sauza takes over, introducing the world to Casa Sauza
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
THE PIONEER SPIRIT
PIONEER IN NAMING ‘TEQUILA’
Championing the spirit of Mexican culture, heritage and people by fighting for the right to call tequila their own, and establishing Tequila as the only place where the true spirit can be made, finally giving it the respect it deserves.
PIONEER IN MAKING TEQUILA
Ensuring the authentic agave flavour is retained by not cooking the piñas, producing a more consistent quality of tequila through the use of steam ovens, and bringing tequila into the home through bottling in glass bottles.
PIONEER IN CREATING A GLOBAL MARKET FOR TEQUILA
Through storytelling, marketing and exporting, the Sauza brand was a pioneer in creating a global market for tequila, becoming the first distiller to export the sprit to the US, growing and expanding export through the creation of new brands, and travelling around the world as tequila’s first ambassador.
People
THE SAUZA FAMILY
THE CULTURALIST: DON ELADIO SAUZA
(1883 - 1946)
Eladio not only elevated and modernized Casa Sauza but created the refined occasions and venues for Tequila to be enjoyed as a premium spirit like the European spirits.
Brands: Tequila Sauza Añejo, Tequila Sauza-Vino Tequila, Crema Sauza, Mezcal Sauza, Sauza Extra, Mexican Whiskey Sauza, Kinado Teko, Aperital Sauza
Eladio not only elevated and modernized Casa Sauza but created the refined occasions and venues for Tequila to be enjoyed as a premium spirit like the European spirits.
Brands: Tequila Sauza Añejo, Tequila Sauza-Vino Tequila, Crema Sauza, Mezcal Sauza, Sauza Extra, Mexican Whiskey Sauza, Kinado Teko, Aperital Sauza
THE FATHER OF TEQUILA: DON CENOBIO SAUZA
(1842 - 1909)
Don Cenobio named the liquid Tequila after the land, and proudly communicated the badge, ‘Made in Tequila.’
Brands: Vino Mezcal Sauza, Crema de Mezcal Cenobio Sauza, Tequila Supremo Cenobio Sauza, Tequila Flor Sauza
Don Cenobio named the liquid Tequila after the land, and proudly communicated the badge, ‘Made in Tequila.’
Brands: Vino Mezcal Sauza, Crema de Mezcal Cenobio Sauza, Tequila Supremo Cenobio Sauza, Tequila Flor Sauza
THE ROMANTIC: DON FRANCISCO JAVIER SAUZA
(1903 - 1990)
Don Francisco Javier fought to protect and own the denomination of Tequila.
Brands: Mezcal Sauza, Sauza Extra, Mexican Whiskey Sauza, Tequila Sauza Conmemorativo
Don Francisco Javier fought to protect and own the denomination of Tequila.
Brands: Mezcal Sauza, Sauza Extra, Mexican Whiskey Sauza, Tequila Sauza Conmemorativo
THE FATHER OF TEQUILA
Don Cenobio Sauza
Don Cenobio Sauza was born on a farm in Jalisco, Mexico, and worked there until he was sixteen. In 1858 Cenobio traveled 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 distill 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 labeling 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 labeling 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.’
THE CULTURALIST
Don Eladio Sauza
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 exports.
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.
THE ROMANTIC
Don Francisco Javier Sauza
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 quarreled, 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 modernized the manufacturing processes at Sauza, substituting the stone wheels for modern mills, installing autoclaves and hygienic stainless steel fermenting vats, improving the filling and labeling process, and modernizing 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 modernized the manufacturing processes at Sauza, substituting the stone wheels for modern mills, installing autoclaves and hygienic stainless steel fermenting vats, improving the filling and labeling process, and modernizing 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: 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 neighbours. 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, theses 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 neighbours. 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, theses 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 which 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 Versatile Pure Tequila
Being faithful to our pioneering spirit and committing to our gentle extraction process that elevates the Natural Agave Taste with fresh, herbal and citrus notes.
The unique characteristic of Sauza’s house style lies in the clear and defined agave aromas and flavours that are found across our tequila portfolio.
Sauza’s unique yeast strain, derived by Don Francisco himself from years of experience, combines with our innovative gentle extraction process to deliver characteristics that cannot be duplicated by any other distillery.
We use stainless steel, as opposed to a wooden washback, to ensure the purity of the flavour that comes from the agave, promoting the clean agave character of Casa Sauza.
The Sauza house style is faithful to our pioneering spirit, committing to our gentle extraction process to elevate the natural agave taste with fresh, herbal, and citrus notes.
Sauza’s unique yeast strain, derived by Don Francisco himself from years of experience, combines with our innovative gentle extraction process to deliver characteristics that cannot be duplicated by any other distillery.
We use stainless steel, as opposed to a wooden washback, to ensure the purity of the flavour that comes from the agave, promoting the clean agave character of Casa Sauza.
The Sauza house style is faithful to our pioneering spirit, committing to our gentle extraction process to elevate the natural agave taste with fresh, herbal, and citrus notes.
OUR GENTLE EXTRACTION METHOD:
Through this method, the agave juice is separated from the piñas before cooking to capture the sugars and agave flavours at maximum freshness. Casa Sauza is the only tequila maker to honour the agave by not cooking the piñas, maintaining the agave’s natural flavour by extracting the sugars from the raw agave fibres. After extraction, the remaining fibres are made into compost for our new plants, helping to fulfil our responsibilities to our land.
THE BENEFIT:
- Allows all agave to be put into the gentle agave extraction process within 8 hours of being harvested.
- The juice is cooked instead of whole piñas, resulting in a cleaner, purer agave flavour as it does not contain the piña fibres, and avoids the crushing of piñas to extract juice.
- Cooking the juice as opposed to the whole piñas helps with consistency as it allows for more even cooking.
Experience
APPRECIATION OF TEQUILA’S VERSATILITY
SAUZA TEQUILAS ARE MADE FOR ANY GET-TOGETHER.
Historically they were drunk neat, and are best enjoyed for sipping. But they are versatile enough to be enjoyed as a cocktail, such as a Margarita or a Paloma (the working man’s drink).
Sauza represents the spirit of Mexico. Once the drink of the revolutionary fighter, today Sauza Tequila is the drink of the people.
Sauza represents the spirit of Mexico. Once the drink of the revolutionary fighter, today Sauza Tequila is the drink of the people.
‘Any occasion is the right occasion.’
Personality
THE PIONEERING SPIRIT
PIONEERING
From being the first to name the spirit ‘tequila’ and export to the US, to adopting innovative distillation methods and elevating the spirit to a premium level, Sauza Tequila is a true pioneer.
GENEROUS
Giving back to the people through honouring Mexican culture, traditions and heritage, and finally giving tequila the respect that it deserves through petitioning for and obtaining denomination of origin.
GROUNDED
Established by Don Cenobio, the ‘father of Tequila,’ Sauza Tequila is grounded in Mexican tradition and Jalisco heritage, representing the spirit and culture of Mexico and its people.
