With 17 years of experience at Casa Sauza, Víctor Martínez Quezada has witnessed the brand's evolution and been one of its protagonists. As Global Ambassador of Agave Spirits and Director of the Visitor Center, his mission goes beyond promoting tequila: he seeks to create unforgettable experiences that connect with people.
"Since I arrived at Casa Sauza, I understood that it was not just about producing great tequila, but about sharing our history, our passion and our essence with the world," says Victor as he recalls his beginnings in the company.
Under Victor's leadership, the Casa Sauza visitor center has become a must-see destination in Tequila, Jalisco. Every year, more than 100,000 people from around the world visit to learn about this iconic brand's production processes and rich history.
"Our job is to ensure visitors take away more than just information, an experience they will never forget. We want them to leave with a full heart and a fascinated mind," explains Victor enthusiastically.
La Quinta Sauza (visitor center) offers tours, a restaurant called "La Cueva de Don Cenobio" where you can enjoy dishes under the experienced hands of our chefs Irvin and Karla, we have our souvenir shop where you can find different products, and at "Quinta Sauza" you can hold your business and social events. We have activities designed for the whole family. "The key is to surprise. From the moment someone sets foot in Casa Sauza, we want them to feel like they are experiencing something unique that goes beyond a conventional tour," he says.
Experiences that Transcend
One of Casa Sauza's most innovative strategies has been to design exclusive visitor experiences. According to Victor, these activities result from a constant effort to stay ahead in a highly competitive industry.
Helicopter and Train Rides:
"What better way to see the agave landscapes than from above? The helicopter ride not only shows the beauty of our land but also the connection we have with it," explains Victor. In addition, the train ride takes visitors on a journey through the history of tequila, fusing culture and fun.
La Ventana de la Fortuna:
"We wanted something that would be our hallmark, something people would remember forever. That's how "La Ventana de la Fortuna" was born, an experience where visitors ring a bell before receiving a little song full of flavor and tradition," says Victor.
Thematic and Social Events:
Casa Sauza also organizes events for the entire family, which include music, gastronomy, and interactive activities. "We want everyone, from children to adults, to find something that connects them to our culture," says Victor.
Victor has also faced significant challenges, from changing global market trends to political and social difficulties. Although sales have increased since 2020, we continue to work to stay ahead with unique experiences."
Despite political, social, and global consumer challenges, Casa Sauza has managed to maintain its presence. Victor acknowledges that this would not be possible without teamwork and constant innovation.
“Since 2020, we have seen an uptick in our sales, but that doesn’t mean we stop facing challenges. Our focus is clear: to offer something that no one else can replicate. It’s not just tequila, it’s an entire experience,” he says.
In addition, Casa Sauza is implementing new technologies, such as a more efficient purchasing system, and continues to work on sustainable initiatives, such as installing solar panels and supporting the local economy.
Victor does not miss the opportunity to highlight the importance of the team that makes these unique experiences possible. With humility, Victor recognizes that none of this would be possible without them. "I am just a cog in this machine. Thanks to their effort and passion, we can continue forward, year after year."
For Víctor Martínez, Casa Sauza is more than a brand: a life mission. Its commitment to quality, innovation, and the creation of unforgettable experiences reflects a company's vision that not only honors tradition but also looks to the future.
"I want to invite everyone to visit us to experience what Casa Sauza is. It is not just about tasting tequila; it is about connecting with our history and people and taking home a memory that will remain in their hearts."
We look forward to seeing you discover the magic of tequila from a perspective you never imagined. Book your experience and be part of this unique story in Tequila, Jalisco.