AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |
Back to Blog
Cholula hot sauce12/10/2023 ![]() Over the years, Cholula Hot Sauce has remained innovative with its marketing. To boost brand recognition in the US and establish itself globally, Cholula Hot Sauce also got involved in the great American pastime: baseball.Īfter baseball star Noah Syndergaard declared that Cholula Hot Sauce was part of his pre and post-match routine, the company started erecting concession stands that sold branded foods at games.ĭubbed the "flavorful fire", Cholula Hot Sauce also sponsored a variety of other professional sporting events such as the Toyota Grand Prix in Long Beach, as well as snowboarding competitions such as the Cholula Triple and the New York Mets. Cholula is better than Tabasco, because you taste the peppers, not the vinegar and wood.įiring Up the Game: Cholula Hot Sauce's Sports Sponsorships and Marketing Innovations Made from only six ingredients (water, peppers, vinegar, garlic powder, spices and xanthan gum), the smoothness of the blended sauce is what really sets it apart from competitors, such as Tabasco.Īs one Cholula Hot Sauce chef claims in a Freedom Magazine article: "Tabasco ages mashed peppers and salt in white oak barrels, then blends the two with vinegar, which then dominates the taste. Firstly, its balance: it’s not too fiery or fierce, meaning it’s perfectly palatable for taste buds around the world. Unbeatable Flavor: Cholula's Distinctive Edge over Competitorsīut there’s no denying the role of flavor in Cholula’s unprecedented success. It was also incredibly versatile, allowing consumers to experiment in the kitchen with starters, mains, desserts and drinks alike. Charlie embarked on a tour of 12 US cities to cook dishes that incorporated Cholula Hot Sauce for food editors and TV shows as a way of spreading the word about the brand.Īds were launched in trade magazines and coupons were placed in local newspapers with the slogan "The perfect complement".Ĭholula Hot Sauce reaped the rewards as their sauce deviated from the norm. ![]() In 1998 José Cuervo hired Charlie Watkins, a well-known Houston chef and co-owner of Sierra Grill. "It's the best out there," said a representative of Habaneros Grill at the time, "We buy it by the half gallon." ![]() Motivated by the growing number of Latinos in the country and the impact our communities were having on the culinary scene, José Cuervo introduced the hot sauce to the US Southwest in 1989 via specialty shops, food trucks, and restaurants. They quickly got the ball rolling and, in the blink of an eye, Cholula Hot Sauce could be found in Mexican markets and stores all across the country.Īs well as its distinctive taste and vibrant bottles that conveyed a real sense of Mexico, it became instantly recognizable by its wooden caps.Ĭholula's Journey into the US Culinary Scene Given the family ties, it wasn’t long before José Cuervo executives got excited about the sauce’s potential. Using what she had to hand, she invented a perfect blend of spicy pequin pepper and chile de árbol - both native to Jalisco - along with citrus juices. The story goes that she was looking for ingredients to complement a sangrita (a typical tequila chaser), when she devised the first edition of Cholula. ![]() Harrison was the family cook for José Cuervo (yes, that José). Allegedly, the credit for Cholula, as we know it, goes to Camilla Harrison. Like any good Mexican recipe, this one has been passed down for generations.
0 Comments
Read More
Leave a Reply. |