Don Francisco Javier Sauza - Growing Sauza Tequila

Growing Sauza Tequila

When Javier Sauza took over Tequila Sauza, shortly before his father’s death in 1946, he began plans at once to change the image of tequila from a drink of the campesinos to a refined spirit of the upper classes. His competitors scoffed when he redesigned the bottles and labels for a more tasteful look and began to age some of the tequila in wooden barrels for a smoother taste and color.

He took his product to fairs and expositions throughout Mexico, the United States, and Europe and promoted it as “the drink of romance.” He modernized production and transportation systems and built a bottling plant in Guadalajara.

In 1950, Francisco Javier added the Sauza Hornitos brand to the Sauza family of tequila. In 1963, he created Sauza Conmemorativo, a tequila that commemorated the 90th anniversary of the La Perseverancia distillery.

In 1973, to celebrate 100 years since the founding of the La Perseverancia distillery, Sauza created a specially aged tequila that he presented in a limited edition, green ceramic bottle. He called his creation Tres Generaciones in honor of the three generations that had produced Sauza Tequila: Don Cenobio, Don Eladio and Don Francisco Javier.

Traveling throughout Europe and Asia, Sauza became concerned about the number of “pseudo-tequilas” being produced. Working with other tequila producers from Jalisco Francisco lobbied President Jose Lopez Portillo saying, “Tequila is only the one made in the State of Jalisco, Mexico.” On December 9, 1974 the Label of Integrity decree stated that true tequila only came from the State of Jalisco.

Eventually: Denominación de origen en cinco estados de la República Mexicana (Guanajuato, Michoacán, Tamaulipas, Nayarit y por supuesto en todo el estado de Jalisco ya que en los cuatro anteriores sólo se puede producir en algunos municipios, los fronterizos a Jalisco) Only Five States in México can produce "Tequila" by this decree.