The art of crafting tequila traditionally holds a special allure, evoking images of agave harvesters in the fields of Jalisco and master distillers diligently overseeing the process. Few tequila labels embody this romantic ideal quite like Fortaleza. In an industry often associated with questionable production methods and celebrity endorsements, Fortaleza’s commitment to authenticity has elevated it to one of the most coveted, pure tequilas globally. A quick browse through tequila enthusiast forums or social media cocktail posts will reveal enthusiasts proudly displaying their Fortaleza bottles.
The brand’s rapid surge in popularity is a recent and intriguing development, making it one of the most elusive and sought-after agave spirits. While other additive-free tequilas may be more readily available, none have captured the imagination or exclusivity of Fortaleza.
Tequila’s appeal has been steadily climbing worldwide, but it skyrocketed during the Covid-19 pandemic as home consumption soared due to widespread closures of bars and restaurants. This unexpected downtime prompted many to delve deeper into the spirits they were enjoying. As agave enthusiasts sought recommendations on social media, a wave of bartenders and influencers began championing Fortaleza.
“We had mostly catered to bars and restaurants previously, but during Covid, people started exploring and researching their tequilas and discovered us,” explains William Erickson, Fortaleza’s sales and marketing manager and son of founder Guillermo Sauza. With Guillermo Sauza tracing his lineage back to Don Cenobio Sauza, a pioneer in the tequila industry, Fortaleza boasts an unparalleled legacy of authenticity.
Fortaleza’s tequila production remains steeped in tradition, utilizing brick ovens, stone milling, and open-air fermentation methods unchanged since the early 1900s. The brand’s commitment to preserving the romantic essence of tequila-making isn’t merely a marketing ploy; it’s integral to their daily operations.
“People are drawn to Fortaleza’s history – the narrative, the distinctive bottle design, and the agave piña atop it,” notes Lucas Assis, a bartender and tequila content creator. This rich heritage has propelled Fortaleza into the spotlight and shaped its current status.
The increasing demand for Fortaleza has made it a highly sought-after product. Erickson reveals that Fortaleza ships approximately 38,000 nine-liter cases of tequila to the U.S. annually, with distributors allocating them meticulously.
The distributor allocates cases to different types of accounts based on the amount of products sold. Many retailers struggle to meet customer demand, with some like Ramirez Liquors facing uncertainty in receiving cases and quickly selling out. The global demand for tequila poses challenges for the industry in ensuring a consistent supply of high-quality agave. Some producers resort to shortcuts and additives to maintain quality standards, while others like Fortaleza prioritize traditional production methods without adulteration. Fortaleza’s limited production capacity and unique distillery process contribute to its scarcity in the market. Plans for expanding production are being considered to meet increasing demand.
Craft operation involves significant risks. When production is small-scale and hands-on, increasing output could lead to subtle changes in flavor. For a brand that values authenticity and excellence, this poses a potential threat. Ramirez warns that expanding operations could compromise quality control and result in a decline in reputation. Fortaleza remains committed to preserving its unique identity and high standards. Erickson explains that the brand’s growth strategy has been deliberate to ensure continuity in production methods, using traditional tools like tahona and copper pot stills to meticulously oversee every aspect of the process. For more information, refer to the original piece in Food & Wine magazine.
