Why Tequila’s Story Matters And Why Suerte Cares
Tequila isn’t just a drink, it’s a legacy, a culture, and, for us at Suerte, a calling. From the moment we founded Suerte, we knew we wanted to do more than just make great tequila. We wanted to honor the centuries of craft that came before us and pour that heritage into every bottle. With Buena Suerte to You, we’re not just making tequila; we’re sharing a legacy.
Whether you’re new to tequila or a seasoned aficionado, this journey through the history of tequila will help you appreciate every sip. Along the way, we’ll show you how Suerte’s Reposado stands apart, crafted with care, tradition, and a little bit of good fortune. Ready to discover what makes our tequila a true masterpiece? Let’s dive in.
Explore our Reposado and see what makes Suerte unique. Or head to our homepage to learn more about our story.
Ancient Beginnings: The Sacred Roots of Agave Spirits
Long before tequila became a global icon, the agave plant was revered by the indigenous peoples of Mexico. The Aztecs and Olmecs saw agave as a sacred gift, using it to create pulque, a milky, low-alcohol beverage central to ceremonies and daily life. Pulque wasn’t just a drink; it was a connection to the gods, especially Mayahuel, the goddess of fertility.
Agave fields were places of myth and meaning, woven into the spiritual and agricultural fabric of Mesoamerican life. At Suerte, we carry that reverence forward, drawing water from the same natural spring that flows through our hometown of Atotonilco El Alto. Our commitment to honoring the land and its gifts is at the heart of everything we do.
The Spanish Conquest: Distillation Arrives in Mexico
When the Spanish conquistadors arrived in the early 16th century, they brought more than new customs; they introduced distillation. With copper stills and a thirst for innovation, they transformed pulque into something new: “mezcal wine,” the ancestor of modern tequila.
This era marked a turning point. The Spanish, unable to plant new vineyards due to a royal edict, turned to the abundant agave fields. The art of distillation, blended with indigenous knowledge, created a spirit that would become the pride of Mexico. At Suerte, we see ourselves as heirs to this fusion of tradition and innovation, a blend of old-world craftsmanship and new-world vision.
The Birth of Tequila: From Mezcal to a Regional Icon
By the 17th century, the region around the town of Tequila in Jalisco had become the epicenter of this evolving spirit. The area’s red volcanic soil and unique climate made it perfect for cultivating Blue Weber agave, the only agave permitted for true tequila.
Pioneers like Don Pedro Sánchez de Tagle and families who would later become legends in the industry began refining and commercializing tequila. The name itself, “tequila,” is believed to come from the Nahuatl language, with meanings like “the place of harvesting plants” or “the place where they cut.” In 1974, tequila was officially recognized as a Denomination of Origin, ensuring that only spirits made in select Mexican regions could bear the name.
For us at Suerte, being part of this tradition is both an honor and a responsibility. We’re one of only 2% of all registered tequila brands that own our dedicated distillery, giving us complete control over quality and authenticity from our fields to your glass.
Traditional Tequila Making: Craft, Culture, and the Suerte Way
If you’ve ever wondered what sets a truly great tequila apart, it all comes down to the process. At Suerte, we believe that tradition isn’t just a buzzword; it’s a promise. Here’s how we honor the craft, every step of the way:
Harvesting (Jima)
It all starts with our jimadores, skilled artisans who know exactly when a Blue Weber agave is ready. These plants take 6–10 years to mature, and only the best cut. We own our agave fields and have long-term partnerships with local growers, ensuring every piña meets our standards.
Cooking
Once harvested, the piñas are slowly cooked in traditional stone ovens (hornos) for up to two days. This slow roast transforms the agave’s inulin into sweet, fermentable sugars, laying the foundation for flavor. Our commitment to the horno method is unwavering because we know shortcuts just don’t taste the same.
Crushing: The Tahona Difference
Now, here’s where Suerte truly stands out. “Tahona. It’s Spanish for Delicious.” We’re proud to be among only 1% of tequila brands labeled TAHONA. Every single piña from our ovens is crushed under a two-ton volcanic stone wheel, the tahona, for a full 24 hours. While most producers use industrial shredders, we stick with the stone. Why? Because it yields a more distinctive, nuanced agave flavor and, as we like to say, a better tequila.
Fermentation
The crushed agave and its juices (mosto) are transferred to open-air wooden vats, where natural yeasts work their magic. This stage can’t be rushed. The result? A rich, complex flavor profile that reflects both our terroir and our traditions.
Distillation
We double-distill in copper stills, refining the spirit while preserving its character. This step is all about balance, removing impurities while letting the true essence of agave shine through.
Aging
Our Reposado rests in American oak barrels, absorbing subtle notes of vanilla, caramel, and spice while maintaining its agave-forward soul. The result is a tequila that’s smooth, layered, and undeniably Suerte.
“Our process is about patience and respect for the plant, the land, and the people who make it all possible.” Suerte Team
“To be 100% Tahona means that every piña from the oven gets crushed under a two-ton stone, slowly and repetitively, for 24 hours to release all the juices. Other tequila producers use shredders to process the piñas, but the stone yields a more distinctive and nuanced agave flavor and, most people agree, a better tequila.” Suerte Leadership
Innovation, Sustainability, and Community: The Modern Suerte Philosophy
Making tequila is about more than what’s in the bottle; it’s about how we treat the land, the people, and the future.
Sustainability
We’re infused with the revitalizing, healing waters of the natural spring in Atotonilco El Alto. All our ingredients are locally sourced, and we’re 100% committed to the best quality, conditions, and methods for our product, land, and people. Owning our agave fields and partnering with local growers allows us to ensure every step meets our standards for sustainability.
Community
With Buena Suerte to You, our mission is simple: support the communities where we live, work, and play by turning good fortune into meaningful change. What began as small acts of kindness has grown into a movement that empowers us to give back in bigger ways and help more people.
“The Buena Suerte to You program started with a simple idea to help our neighbors. Now, it’s a movement that lets us give back in ways we never imagined.” Suerte Owner
Economic Impact
We’re a proud USA small business, recognized for our customer service, product knowledge, and commitment to community engagement. When you choose Suerte, you’re not just getting a world-class tequila; you’re supporting a brand that invests in people and the planet.
Tequila’s Global Rise: From Mexican Heritage to Modern Masterpiece
From humble beginnings in the agave fields of Jalisco, tequila has become a symbol of Mexican pride and global craftsmanship. The 1974 Denomination of Origin cemented tequila’s status as a protected, authentic product just like Champagne or Cognac.
Today, tequila enjoys a renaissance, celebrated by bartenders, collectors, and casual sippers alike. In the United States, tequila has found a new home, inspiring cocktails and conversations coast to coast. At Suerte, we’re proud to bring authentic Mexican heritage to U.S. consumers shipping nationwide and available in many retail stores and restaurants near you.
What makes our Reposado stand out? It’s the combination of tradition, innovation, and a relentless pursuit of quality. Every bottle is a testament to our roots and our vision for the future.
How to Choose and Enjoy Authentic Tequila: Expert Advice from Suerte
Choosing a great tequila shouldn’t be intimidating. Here’s our guide to making the right pick and getting the most out of every sip.
What to Look For
Region and Process: True tequila comes from specific regions in Mexico. Don’t settle for less.
Labels Matter: Always check for “100% agave” and look for brands that control their process from field to bottle.
The Tahona Advantage: Seek out tequilas made with the tahona process for a richer, more authentic flavor.
Why Process and Provenance Matter
At Suerte, we believe that how tequila is made is just as important as how it tastes. Full control from field to bottle means we never compromise on quality.
How to Taste and Enjoy
Cocktails: While we love a classic margarita, try our Reposado neat or in a tequila old-fashioned for a new experience.
Sip, Don’t Shoot: We always recommend starting with a sip, not a shot. Take your time to appreciate the aroma, flavor, and finish.
Pairing Tips: Our Reposado pairs beautifully with citrus, grilled meats, or even dark chocolate.
“We always recommend starting with a sip, not a shot. Good tequila deserves your attention.” Suerte Team
Ready to taste the difference? Find Suerte Reposado near you.
Suerte’s Commitment: Turning Good Fortune Into Great Tequila
At Suerte, we’re on a mission to turn good fortune into great tequila. Every bottle we craft is a celebration of tradition, quality, and community. We believe in supporting our neighbors, championing sustainability, and preserving the artistry of tequila making for generations to come.
With Buena Suerte to You, every bottle is a toast to our heritage and your good fortune. Join us on this journey to explore Suerte Tequila, become part of our community, and taste the difference that true passion makes.
“With Buena Suerte to You, our mission is simple: support the communities where we live, work, and play by turning good fortune into meaningful change.” Suerte Leadership
Frequently Asked Questions
What makes Suerte different from other tequilas?
We’re among only 1% of tequila brands that use the tahona process for every batch, and one of just 2% that own our own distillery. Complete control from field to bottle, sustainable practices, and a commitment to community set us apart.
Why is the tahona process important?
The tahona, a two-ton volcanic stone wheel, crushes the agave slowly and thoroughly, extracting deeper, richer flavors than industrial shredders. It’s more work, but it’s worth it for a truly authentic tequila.
Where can I find Suerte Tequila near me?
Suerte is available for shipping anywhere in the USA for commercial clients and can be found in many retail stores and restaurants. Visit our store locator for details.
How is Suerte involved in local communities?
Our “Buena Suerte to You” program supports local initiatives, turning good fortune into meaningful change through acts of kindness and community engagement.
Conclusion
Tequila is more than a spirit; it’s a story that spans centuries, cultures, and communities. At Suerte, we’re proud to be part of that story, crafting tequila with respect for the past and a vision for the future. Whether you’re here to learn, taste, or simply enjoy the journey, we invite you to raise a glass with us.
With Buena Suerte to You, here’s to tradition, innovation, and the good fortune we share in every bottle.
Ready to experience true tequila craftsmanship? Explore Suerte Reposado or visit our homepage to join the Suerte community.