150 Years of Casa Sauza: A History of Perseverance and Legacy

por Sauza Team | Nov 13, 2023 1:32:49 PM

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2023 marks a historic date in the tequila industry: Casa Sauza's 150th anniversary. Founded in 1873 by Don Cenobio Sauza, this distillery began its journey in Antigua Cruz, now La Perseverancia. This place continues to witness its legacy even after a century and a half.

Origins and Consolidation of Casa Sauza

Sauza's history is intertwined with Mexico's different eras and challenges. During the tumultuous Mexican Revolution of 1910, Eladio Sauza knew how to recognize opportunities even in complicated times. The difficulty of importing foreign beverages opened doors for tequila, allowing the brand to grow and develop under his leadership.

Then, in the 1950s, Francisco Sauza took the reins, working tirelessly to consolidate the Sauza brand. During his tenure, iconic tequilas such as "Conmemorativo®" were launched. Especially noteworthy is "Tres Generaciones," born in 1973 and will celebrate 50 years this year. This tequila was instrumental in promoting the recognition of the Denomination of Origin by the Mexican government and promoted by Don Francisco Javier Sauza, an achievement reached in 1974.

tres generaciomes tequila sauza

Sauza's international legacy

As the years progressed, the brand underwent several transformations. In the 1970s, it joined the Domecq group and, over the decades, has seen several acquisitions, from the creation of Alaid Domecq with the English group to Beam Global with Jim Beam's group to finally becoming part of Beam Suntory in 2014.

Servando Calderon, CEO of Casa Sauza, has been an essential part of this rich history since 1995. Starting at Domecq in sourcing and grape production, then as an agronomist engineer in agave production, to becoming CEO, he has been the point man in the brand's transformations. He has contributed significantly to innovation and operational excellence to create the evolution to the purest tequila.


Perseverance: Sauza's Soul

If Casa Sauza had to be defined in one word, it would be "Perseverance".

Servando Calderón

Throughout its 150 years, it has been a family's tenacity, the pursuit of excellence, and the company culture that has kept the brand relevant and resonant. Beyond being a company, it is a testament to the passion and pride that has endured generation after generation. This heritage is seen in its products and people, with employees coming from three, four, and even five generations. And it is for this very reason that the distillery where all Sauza tequilas are produced is called La Perseverancia.


Industry relevance

For decades, Sauza has positioned itself as the number one company in tequila, being even the leading promoter of the recognition of tequila as an appellation of origin and the company that has generated the most significant number of innovations and improvements in the methods of production and marketing of the beverage. It is a pillar of the industry, a company with a monumental legacy that continues to operate with the same passion.

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Casa Sauza is not just a brand; it is a legacy, a history woven with passion and perseverance. As it celebrates 150 years, it is a reminder that tradition and adaptability can coexist, creating magic in every bottle. Congratulations to Casa Sauza on its sesquicentennial!

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