Oops! It appears that you have disabled your Javascript. In order for you to see this page as it is meant to appear, we ask that you please re-enable your Javascript!

The Tequila of Olmeca and Sauza; 1970’s and 1980’s

Don CenobioIn 1873 Don Cenobio Sauza (pictured right) founded Sauza at La Perseverancia distillery (pictured below). He was the first distiller to call the blue agave spirit “tequila” and was the first to export the drink to the United States. The brand remained family owned and operated through the following two generations expanding the company and eventually distributing world wide as Sauza was considered among the premium tequila of thetequila25 world.

By the 1970’s the family had decided to form a partnership with the leading Spanish brandy producer Pedro Domecq. This lead to their eventual purchase of the entire company in 1988 and after another some 26 years of sales and acquisitions Beam Suntory currently owns the brand.

The two bottles below represent some of the final expressions before the family’s complete departure from production and oversight. They are both 100% blue agave blanco expressions in wonderful condition without any signs of oxidation.


Tequila Sauza Destileria de Aguardiente de Agave “La Perseverancia” NOM 1102 Tequila, Jalisco, Mexico 44% ABV, 1980, 750ml, Mexican Market


Tequila Sauza Destileria de Aguardiente de Agave “La Perseverancia” NOM 1102 Tequila, Jalisco, Mexico 40% ABV, 1970’s, 750ml, Italian Market

























Despite its long history tequila was only recognized as a spirit unique to Mexico in 1974 and it wasn’t until 1978 that Normas Oficial Mexicana (N.O.M.) was established to regulate all of the agricultural, industrial and commercial processes related to tequila. As a result a number of distilleries in older bottles aren’t represented in the current system. While introduced in 1967 Pernod Ricard’s Olmeca brand was manufactured at La Martinena, one the original Cuvero distilleries, till it was moved to Destileria Colonial de Jalisco, overseen by Maestro Tequilero Jesús Hernández, when it opened in 1994. The brand has ever since exploded but the below bottle is all blue agave, with plant ages from 7 to 8 years.


Olmeca Tequila Destileria La Martinena Tequila, Jalisco, Mexico 43% ABV, 1970’s, 750ml, Italian Market