Sauza Tequila
Sauza Tequila is a 150-year-old Mexican tequila brand owned by Suntory Global Spirits, producing 100% blue agave tequila at Casa Sauza in Jalisco across three tiers (Hacienda, Signature Blue, Conmemorativo) for mass-market and premium spirit consumers via DTC, retail, and on-premise channels.
- Company typePrivate
- Founded1873
- HeadquartersMexico City, Mexico
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sauza Tequila does
Sauza Tequila is a heritage Mexican tequila brand owned by Suntory Global Spirits, with production at the Casa Sauza distillery in Jalisco, Mexico — founded in 1873 when Don Cenobio Sauza acquired the La Antigua Cruz distillery and renamed it La Perseverancia. The brand produces 100% blue weber agave tequila using a gentle extraction process in which agave nectar is separated and the juices are cooked only after extraction from the piña, a method positioned as preserving freshest agave flavor. The portfolio is organized in three tiers: Hacienda (Silver, Gold), Signature Blue (Blanco, Reposado), and Conmemorativo Añejo (introduced in 1963 to mark the distillery's 90th anniversary). The brand sells through direct-to-consumer e-commerce on sauzatequila.com, retail distribution (grocery, liquor stores, on-premise), and a US import arm (Sauza Tequila Import Company, New York).
The company monetizes through one-time sales of distilled spirits to consumers and trade buyers; pricing is set by individual retailers and not publicly disclosed. Go-to-market combines a content-led brand site (margarita and cocktail recipes, heritage storytelling) with social sharing, store-locator-driven physical retail, and a partnership with parent Suntory for global distribution. Customer segments are horizontal B2C: 'Social Consumers and Entertainers' (primary) using the tequila in margaritas and cocktails, and 'Premium Spirit Enthusiasts' seeking authentic, heritage-anchored agave spirits.
The company's competitive positioning rests on intangible brand heritage (150+ years, 15th best-selling spirit globally in 2005, 3 million cases sold in a record 1978), the regulatory moat of the Denomination of Origin secured by Don Francisco Javier Sauza in 1974, and Suntory's multinational distribution. The firm is privately held under Suntory Global Spirits, with no public financials or standalone revenue disclosed; the listed 1-10 employee headcount reflects the small US import entity, not Casa Sauza's production workforce.
Sauza Tequila firmographics
Firmographics- Name
- Sauza Tequila
- Legal name
- Sauza Tequila Import Company
- Website
- https://sauzatequila.com
- Company type
- Private
- Founded year
- 1873
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sauza Tequila is a 150-year-old Mexican tequila brand owned by Suntory Global Spirits, producing 100% blue agave tequila at Casa Sauza in Jalisco across three tiers (Hacienda, Signature Blue, Conmemorativo) for mass-market and premium spirit consumers via DTC, retail, and on-premise channels.
- Ownership category
- akta.pro rank
Sauza Tequila industry classification
Industry- Product category
- Tequila
- NAICS
- Beer, Wine, and Liquor Retailers (44532)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industry
- Liquor Stores (Off-Premise Spirits Retail) (CRANABAA)
Keywords
Where Sauza Tequila is headquartered
LocationHeadquarters
- HQ city
- Mexico City
- HQ country
- Mexico
- HQ region
- Latin America
Offices2 records
Markets served
Sauza Tequila business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Tequila Product Sales: Sauza Tequila generates revenue through the sale of distilled spirits directly to consumers via e-commerce and through retail distribution channels including grocery stores, liquor stores, and restaurants.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Sauza Tequila product offering
Product offeringCore offering
Sauza Tequila manufactures and sells a portfolio of Mexican tequila products made from blue Weber agave, including silver (blanco), gold, reposado, and añejo expressions. The products are produced in Jalisco, Mexico and sold to individual consumers through retail and on-premise channels, as well as through the brand's own e-commerce site.
Product overview
Sauza Tequila is a portfolio of Mexican tequila products crafted at Casa Sauza® in Jalisco, Mexico, for over 150 years. The portfolio consists of three product lines: Hacienda (including Silver and Gold expressions), Signature Blue (including Blanco and Reposado), and Conmemorativo (Añejo). All products are made using 100% blue Weber agave with a gentle extraction method to preserve fresh agave flavor. The tequilas are positioned for mixing in margaritas and cocktails, with emphasis on authentic Mexican heritage and craftsmanship.
Differentiator
Problem solved
Functional benefit
Brands
- Hacienda Collection: Premium tequila collection including Sauza Hacienda Silver and Sauza Hacienda Gold tequilas, designed for mixing in margaritas and cocktails.
- Signature Blue Collection
- Conmemorativo
Products and services
- Sauza Hacienda Silver Tequila
- Sauza Hacienda Gold Tequila A gold tequila expression from the Sauza Hacienda line, targeted at adult consumers seeking a smoother, mixto-style tequila for cocktails and casual occasions.
- Sauza Conmemorativo Añejo Tequila An añejo tequila from Sauza's commemorative line, aged and targeted at adult consumers seeking a premium, sipping tequila experience.
- Sauza Signature Blue Blanco Tequila A blanco tequila from the Sauza Signature Blue line, positioned as a 100% agave expression targeted at adult consumers for cocktails and sipping.
- Sauza Signature Blue Reposado Tequila A reposado tequila from the Sauza Signature Blue line, barrel-aged and targeted at adult consumers seeking a smoother, aged agave spirit.
Companies that use Sauza Tequila
Customer profileSegments2 records
Ideal customer profiles2 records
Sauza Tequila technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Sauza Tequila partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Suntory Global SpiritscoreSuntory Global Spirits is the parent company of Sauza Tequila. The brand operates under Suntory's global spirits portfolio, leveraging the parent company's distribution network and brand management expertise.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Sauza Tequila competitors and assessment
Company assessmentDirect peers
- Casamigos: Celebrity-backed premium tequila brand (George Clooney) acquired by Diageo for $1B. Represents the celebrity-driven premium disruption that has reshaped the tequila category and pulled share from heritage brands like Sauza.
- Don Julio: Premium tequila brand owned by Diageo, positioned in the high-end of the category. Direct competitor to Sauza's premium offerings (Conmemorativo Añejo) and a representative of the premiumization trend challenging heritage brands.
- Patrón Tequila: Premium tequila brand that pioneered the ultra-premium tequila category. Competes with Sauza in the broader tequila market and represents the premium positioning that Sauza has historically under-indexed in.
- El Jimador: Mexico's leading 100% agave tequila brand owned by Brown-Forman, positioned similarly to Sauza in the mainstream value segment. Direct competitor for at-home cocktail occasions and mass-market tequila consumers.
- Hornitos: Sister brand under Suntory Global Spirits, competing in similar price points to Sauza. Both brands share Suntory's distribution network and marketing capabilities, creating direct internal portfolio overlap.
- 1800 Tequila: Premium tequila brand owned by Becle (Jose Cuervo parent), competing in similar price points to Sauza. Direct competitor in the value-to-premium tequila segment with comparable positioning and heritage.
- Jose Cuervo: The world's largest tequila producer and Sauza's most direct competitor. Both brands have heritage dating back to the 18th-19th centuries and compete for the same mass-market tequila consumer via similar price points and mixability positioning.
- Herradura: Premium 100% agave tequila brand owned by Brown-Forman, with similar heritage positioning to Sauza. Competes in the premium tequila category with comparable authenticity and craftsmanship narratives.
Emerging players
- Clase Azul: Ultra-premium Mexican tequila brand known for hand-painted ceramic decanters. Represents the high-end of the tequila category that has driven premiumization and largely excluded Sauza from capturing the disproportionate margin upside.
- Codigo 1530: Premium tequila brand with celebrity backing (George Strait), competing in the high-end of the category. Emerging player in the premium tequila segment that has gained traction with younger consumers seeking premium agave spirits.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Sauza Tequila social profiles
Digital presenceSauza Tequila financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sauza Tequila leadership team
Management profileNumber of profiles
Sauza Tequila funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sauza Tequila M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sauza Tequila
What does Sauza Tequila do?
Sauza Tequila manufactures and sells a portfolio of Mexican tequila products made from blue Weber agave, including silver (blanco), gold, reposado, and añejo expressions. The products are produced in Jalisco, Mexico and sold to individual consumers through retail and on-premise channels, as well as through the brand's own e-commerce site.
Is Sauza Tequila a public or private company?
Sauza Tequila is a private company. It is classified as corporate owned and is currently operating.
When was Sauza Tequila founded?
Sauza Tequila was founded in 1873. It employs 1 to 10 people.
Where is Sauza Tequila based?
Sauza Tequila is headquartered in Mexico City, Mexico, in the Latin America region.
How does Sauza Tequila make money?
One revenue line is on record: tequila Product Sales.
Who are Sauza Tequila's main competitors?
Direct peers on record are Casamigos, Don Julio, Patrón Tequila, El Jimador, Hornitos, 1800 Tequila, Jose Cuervo and Herradura. Emerging players are Clase Azul and Codigo 1530.
Does Sauza Tequila have an API?
No public API is recorded for Sauza Tequila.
What industry is Sauza Tequila in?
Sauza Tequila's product category is Tequila. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of CRANABAA, Liquor Stores (Off-Premise Spirits Retail). Its NAICS code is 44532 and its SIC code is 2000.