We interviewed Víctor Martínez Quezada, Director of the Heritage Center and Global Ambassador of Agave Spirits at Casa Sauza, who reveals what makes the premium tequilas from this iconic tequila house unique. His answers reveal how the brand combines tradition, innovation, and social responsibility to create exceptional products.
Casa Sauza stands out for superior quality products and consistently exceptional flavor. Tequila producers such as Tres Generaciones and Hornitos have consolidated their position thanks to a family legacy spanning over 150 years. This legacy includes dedication, commitment, and dedication, generation after generation, ensuring an authentic and memorable flavor.
Martínez points out that the evolution of Sauza's tequilas aligns perfectly with a growing ecological awareness and active social responsibility. "Our organoleptic profiles highlight the agave at its finest," he adds. Furthermore, the brand continually incorporates technological innovations that facilitate more efficient and sustainable processes, such as advanced water treatment systems and the use of natural gas.
For Sauza, technological innovation does not conflict with authenticity; rather, it enhances tradition by bringing it into the future. Following the teachings of Don Javier Sauza, who said, "If we want to go out into the world, we must evolve with it or risk being forgotten," the brand seeks to evolve to remain relevant in an increasingly dynamic and competitive world.
Don Javier Sauza said that "if we wanted to go out into the world, we had to evolve with it or be forgotten."
When developing a premium tequila, Casa Sauza focuses on three key factors: mature agave, high sugar content, and a delicate cooking process, culminating in a meticulously high-quality distillation. Maintaining the agave's quality, ensuring food safety, and respecting the ecosystem are key. While we currently have several projects underway, we have successfully reformulated how we make tequila, making it smoother and cleaner on the palate. Therefore, our product is ideal for mixology and simple, or straight, tasting.
Tastings and sensory pairings play a fundamental role at Casa Sauza. Martínez emphasizes that he intends to create unforgettable moments where the five senses converge, allowing consumers to experience tequila heritage and tradition fully.
We carefully design each sensory experience to educate and delight, offering not only flavor but also in-depth knowledge about the history and production of tequila. In this way, we propose that the tequila life can lead you to "feel" the different shades of Mexico's most important beverage.
Ultimately, we hope everyone can replicate these experiences at home, from cocktail-making to sensory pairings where all the senses converge for an excellent tequila experience.
"Each market has its unique characteristics," explains Víctor. Tequila is consumed differently in Canada than in Argentina or from Japan to Mexico. There is always a cultural shift between countries and/or regions. Casa Sauza carefully adapts its strategies to penetrate diverse markets, using modern tools such as social media and digital marketing to globalize and popularize tequila. This culturally sensitive approach allows its products to be appreciated and enjoyed in diverse international contexts.
Hornitos Black Barrel was born from an innovative inspiration: to attract whiskey lovers to the fascinating world of tequila. With a worldwide trend of pursuing whiskey notes for over 10 years, we explored an aged tequila that captures whiskey's characteristic notes, considering that whiskey drinkers greatly appreciate tequila. Hornitos Black Barrel has become a favorite among consumers seeking new taste experiences.
Casa Sauza adopts exemplary sustainable practices, such as the Charco Bendito initiative, which has encouraged other industries to join in, generating improvements in soils and aquifers.
Another example is our support for agriculture, where we have left particular vegetation in the agave fields to help enrich the soil by "resting" it from the stress caused by the harvest. Without neglecting this, the company also responsibly manages its wastewater, using an advanced treatment plant and natural gas, thus actively protecting the environment and positively contributing to the community.
Although the bottle and packaging play a crucial role in the premium perception of tequila, at Sauza, they firmly believe that the quality of the liquid is paramount. "A beautiful bottle is useless if the liquid isn't exceptional," Martínez emphasizes, stressing that both elements must complement each other ideally to offer a complete experience to the consumer.
Casa Sauza collaborates closely with renowned chefs and mixologists to enhance the flavor profiles of signature dishes and cocktails. These collaborations highlight the versatility and complexity of tequila, taking its enjoyment to new heights. Furthermore, consumer education is a fundamental pillar that promotes responsible, conscious, and well-informed consumption.
Finally, Victor highly recommends Hornitos Black Barrel, highlighting its unique balance of tequila and whiskey's signature notes. He also highlights the Tres Generaciones special editions, such as Cenobios Batch, La Colonial, and the 50th Anniversary Edition, for their unique and memorable flavor profiles.
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