Sauza 100 Anos Reposado Tequila

In the late 1700s, the town of Tequila was a remote village and its mezcal, or "vino tequila," was little known outside the immediate area. There was no continuity of distilling and no recognizable tequila industry. From these rough beginnings Don Cenobio Sauza, "a man with a vision," founded his distillery in 1873 and began to champion the spirit of tequila. Don Cenobio was the first to label "vino tequila" as tequila, thereby creating a new category.

Don Cenobio introduced such technical innovations as indirect heating of the stills using steam coils rather than harsh, direct fire. His dedicated efforts resulted in product recognition throughout the world. A steady stream of awards boosted Sauza sales to such a level that Don Cenobio sent one of his sons, Don Eladio, to open a branch office in Mazatlan, a key distribution point. Don Eladio, born in Tequila in 1883, carried on the traditions of his father. He continued expansion of the family business, opening branches in Monterrey and Mexico City and a concession in Spain. He renovated the distillery with new equipment and introduced new brands to meet the ever-increasing demand. Sauza continued to win the highest honors. Don Francisco Javier Sauza, Don Eladio's son, took over the business in 1931. He continued the family legacy by broadening distribution and expanded the reputation of Sauza as one of the highest-quality tequilas in the world.

In the 1970s, as worldwide demand for tequila increased, Sauza formed a partnership with the leading Mexican brandy producer, Pedro Domecq. This led to Pedro Domecq's complete purchase of Sauza in 1988. When Allied Lyons acquired Pedro Domecq in 1994, Allied Domecq was formed. Sauza Tequilas continue to be made in "La Perseverancia"--the distillery that has been owned and operated by the Sauza family since 1873. Today, Tequila Sauza is the #1 tequila in Mexico and the world's fastest-growing international spirit brand.