Sauza Tequila: A Brand Guide

• Founded: 1873
• Owner: Beam Suntory, which is owned by Japanese based Suntory Beverage & Food
• Owner headquarters: Tokyo, Japan
• Cases sold in 2022: 0.9 million
• Bottles sold: 11 million
• Norma Oficial Mexicana (NOM): NOM-1102
• Distillery: Tequila Sauza, Tequila, Jalisco
• Region: Lowlands

Sauza is the eleventh highest selling tequila brand in the world.

Sauza Sales Trends

Sauza tequila sales have fallen dramatically in recent years. The market has generally been moving away from lower priced mixto tequilas and Sauza sales reflect this. Its relatively new owner Suntory has not managed to effectively promote the brand. This former number one selling tequila brand now sits outside the top 10.

Sauza Tequila Brand History

Sauza is one of the oldest tequila brands. Sauza tequila was founded by Cenobio Sauza in 1873. Sauza bought the La Antingua Cruz distillery which was one of the oldest in Tequila, Jalisco. In 1888 the name was changed to La Perseverancia.

While Jose Cuervo was the first certified tequila producer, Sauza was the first to export its tequila, in 1888. The first batch went to New Mexico City in the USA. Sauza was the first to label his product “tequila”. It had previously been known as “vino de mezcal” or “mezcal de Tequila” after the town where it was produced.

Sauza has dropped in the rankings somewhat, in 2003 it was the world’s biggest selling tequila by volume. In 2005 it was the 15th highest selling of any spirit.

In 2007 Beam Inc, the company behind Jim Beam, acquired Sauza. In 2014 Japan based Suntory Holdings acquired Beam for US$16 billion. Suntory has the fourth highest sales of tequila of any company worldwide. Its other major tequila brands are Hornitos, 100 Años and El Tesoro.

Sauza Tequila Product Range

Sauza is one of the more industrial tequila producers and uses a diffuser to increase yield and reduce costs. This method extracts the juice from the agave before cooking it. Most tequila production involves cooking the agave first before extracting the juices. Sauza calls its technique “gentle extraction”.

Sauza products are: blanco, gold and añejo. The blanco and the gold are mixto tequilas (51% agave, 49% other, likely sugar cane), the añejo is 100% agave.