OUR RICH HISTORY
THREE GENERATIONS OF DONS
Today it's part of a renowned, celebrated tequila legacy. But our rich tradition began in 1873 with one visionary, Don Cenobio, in the agave fields of Tequila, Mexico. He worked tirelessly and passed down hard-earned wisdom and his son and grandson did the very same, resulting in some of the most cherished tequila anywhere. This is the Tres Generaciones® Tequila story.
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DON CENOBIO SAUZA
THE GREAT PIONEER
He founded the Sauza distillery. He shortened the spirit's name to "tequila." Don Cenobio Sauza achieved many amazing firsts that would change the tequila industry and lay the foundation for what it has become today.
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DON CENOBIO SAUZA
THE GREAT PIONEER
Don Cenobio Sauza, the man who would be known as "The Father of Tequila," was born on October 30th in Teocuitatlan.
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DON CENOBIO SAUZA
THE GREAT PIONEER
Don Cenobio's long quest for wisdom and tequila-making expertise began when, at 16, he moved to the town of Tequila.
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DON CENOBIO SAUZA
THE GREAT PIONEER
A year that changed tequila forever. Don Cenobio founded the Sauza distillery, naming it La Perseverancia ("Perseverance")—a fitting name for the place where his tequila is still made today.
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DON CENOBIO SAUZA
THE GREAT PIONEER
1909: When he finally passed the reins of the Sauza distillery to his son, Don Cenobio had accomplished more than just helping the town of Tequila and its economy thrive—he'd planted the seeds of a family legacy. His Legacy: Don Cenobio passed down his belief that tequila could one day stand shoulder to shoulder with any spirit in the world.
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DON ELADIO SAUZA
THE TENACIOUS LEADER
Guided by wisdom passed down from his father, Don Eladio Sauza led the family business and the tequila industry through the most turbulent time in Mexican history.
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DON ELADIO SAUZA
THE TENACIOUS LEADER
Don Eladio Sauza, the second generation of the Sauza family, was born in the city of Tequila on June 16th.
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DON ELADIO SAUZA
THE TENACIOUS LEADER
Showing from an early age that he had the Sauza pioneering spirit, Don Eladio grew up watching the Jimadors work in the agave fields and learning at his father's side in the distillery.
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DON ELADIO SAUZA
THE TENACIOUS LEADER
At 20, Don Eladio put to use all the wisdom he'd acquired—plus the determination and business sense inherited from his father. He took over the Sauza Family business.
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DON ELADIO SAUZA
THE TENACIOUS LEADER
Carrying on his father's belief that it was time to showcase their tequila to the rest of the world, Don Eladio established distribution centers throughout Mexico, Spain and other countries.
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DON ELADIO SAUZA
THE TENACIOUS LEADER
While the turbulent Mexican Revolution seized the country, Don Eladio kept his company steady by rallying patriotic sentiments around tequila and tequila making. It became a craft the entire country took pride in.
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DON ELADIO SAUZA
THE TENACIOUS LEADER
Don Eladio wanted nothing more than to help Mexico reclaim and celebrate its heritage after 31 years of dictatorship. To do that, he started Guadalajara's first commercial radio station and opened The Colonial Club, its first nightclub. Legacy: Don Eladio passed down his tenacious spirit and his pride in the Sauza family's authentically Mexican product.
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DON FRANCISCO JAVIER SAUZA
THE PROUD AMBASSADOR
He wasn't only tequila's first true global ambassador—Don Francisco Javier Sauza created Tres Generaciones®. It all started with one exquisite small batch of tequila to honor to his family's mastery of tequila making.
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DON FRANCISCO JAVIER SAUZA
THE PROUD AMBASSADOR
Don Francisco Javier, the third of the Sauza Dons, was born in the town of Tecolotlan on December 8th.
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DON FRANCISCO JAVIER SAUZA
THE PROUD AMBASSADOR
Don Francisco Javier took over the Sauza family business and became tequila's first global ambassador. He traveled the world extensively on behalf of the Sauza distillery and the entire tequila industry
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DON FRANCISCO JAVIER SAUZA
THE PROUD AMBASSADOR
Upon discovering that distillers in other countries were creating their own "tequila," Don Francisco Javier helped pass the Origin of Denomination—a law requiring a spirit's origin to be printed on its bottle, ensuring that tequila can only be produced in Mexico.
THE SUPER PREMIUM TEQUILA
THE PRIDE AND PASSION OF THE DONS
One of the proudest accomplishments of the Sauza family, Tres Generaciones® is the result of three generations of hard work, wisdom, skill, passion and courage—a super premium tequila, triple distilled for superior smoothness, to be enjoyed neat, on the rocks, or in a selection of sophisticated cocktails.
Find out more about all three variants of Tres Generaciones and learn about our distillation process.
TRES GENERACIONES® PLATA
CLEAN AND SMOOTH
Our Plata Tequila is an un-aged, crystal clear tequila made from 100% blue agave. It is triple-distilled, giving it a unique pure agave taste and smoothness.
COLOR: Brilliantly clear and colorless
AROMA: Mild fleshy agave with hints of citrus and sweet floral notes
BODY: Smooth and light with clean tingle
TASTE: Initial spiciness on a background of herbs and fresh agave. It is exceptionally well balanced with no bite or burn.
FINISH: Lingering white pepper, finishing clean and cool
TRES GENERACIONES® REPOSADO
SWEET AND SPICY
Our Reposado Tequila is, naturally, made from 100% blue agave. It is triple-distilled for smoothness, then rested in American Oak barrels for at least four months.
COLOR: Bright gold
AROMA: Pepper, spice and herbs in balance with light oak character
BODY: Smooth, round and slightly sweet
TASTE: Initial spiciness, with toasted oak, on a background of herbs and fresh agave
FINISH: Warm and dry with lingering white pepper
TRES GENERACIONES® AÑEJO
RICH AND SMOKY
Our Añejo Tequila has a rich, 100% blue agave flavor enhanced by 12 months in toasted American oak barrels where it gains its delicate amber hue, an array of subtle flavors, and its unique smooth, smoky finish.
COLOR: Pale amber
AROMA: Strong toasted oak, light-cooked agave and a hint of caramel-vanilla sweetness
BODY: Round, smooth and complex
TASTE: Full and balanced. Starts with brown sugar, fades soft oak and clean agave
FINISH: Warm oaky finish
PRODUCTION PROCESS
In the very same distillery where Don Cenobio Sauza began everything in 1873—and with every bit as much pride and dedication as the Sauza Dons before him—our Master Blender hand selects only the only most distinctive tequila to become Tres Generaciones.
HAND GROWN AND HARVESTED AGAVE PLANTS
The story behind a bottle of Tres Generaciones® Tequila begins with a tiny agave plant in the nursery at the Sauza Ranch. It is nurtured by hand for the first year, then planted in the fields and cared for another six to eight years until it reaches perfect ripeness. Judging that moment—and hand-harvesting the agave plants—is the job of our Jimadores, whose rare skills are passed on from generation to generation.
GENTLY EXTRACTED 100% PURO DE AGAVE
We insist on the process of "gentle extraction." This removes the harsh bitter fibers of the agave plant before we begin to cook the sweet agave juice inside. This helps us achieve the purest agave flavor with no harsh burn.
CRAFTED WITH PASSION BY THE MASTER DISTILLER
Our Master Distiller hand selects only the most distinctive batches for Tres Generaciones® and tastes them at each stage of production—ensuring that only the finest tequila of the most superb quality reaches the bottling stage. Even then, every batch is checked again by a dedicated panel of expert tasters.
TRIPLE DISTILLED FOR REFINED AGAVE FLAVOR
After cooking and fermentation, Tres Generaciones® is distilled three times, rather than the typical two distillations used by most tequilas. This removes any remaining impurities, producing a smoother, more refined flavor without any harshness or burn.
RICHLY AGED IN AMERICAN OAK
Tres Generaciones® Añejo and Reposado tequilas are aged and mellowed in distinguished American white oak barrels, adding beautifully complex flavors. Our Reposado rests in barrels for at least four months, gaining a pale gold color and light oaky flavor. Our Añejo spends at least 12 months in oak barrels, medium-toasted to enrich the taste with a wonderful, smooth, smoky finish.
LABELED BY HAND
Finally, each of the three Tres Generaciones® tequilas are bottled and labeled by hand at La Perseverancia, the same distillery where the Sauza family began pioneering their craft in 1873.
