Cholula Hot Sauce

Cholula Hot Sauce is a brand of chili-based hot sauce, based in Stamford, Connecticut, manufactured in Chapala, Jalisco, Mexico, and licensed by José Cuervo. According to its manufacturers, Cholula hot sauce rates 1,000-2,000 on the Scoville scale[2] though other sources measure it as being over three times hotter, at 3,600 Scoville units.[3] The product is packaged in a glass bottle with an iconic round wooden cap. Six varieties of Cholula are widely marketed in North America.

Cholula Hot Sauce
Cholula Hot Sauce logo.png
Different sorts of Cholula hot sauce in a supermarket.jpg
Product typeHot sauce
OwnerL Catterton
CountryChapala, Jalisco, Mexico

Brand nameEdit

The hot sauce is named after the 2,500-year-old city of Cholula, Puebla, the oldest still-inhabited city in Mexico. The name "Cholula" is derived from the Nahuatl toponym Chollollan, meaning "the place of the retreat.”


Cholula is licensed by Jose Cuervo, but was founded by the Harrison family, originally of Chapala, Jalisco. Prior to its acquisition, Cholula was produced for three generations in Chapala, used primarily as an ingredient in sangrita. Following expansion across the Mexican market, Cholula was first introduced to the United States in Austin, Texas in 1989.[4] During the 1990s, Cholula achieved distribution in supermarket chains throughout the American Southwest; it is currently available nationwide, as well as in many Canadian supermarkets.[5]

Cholula has attempted a number of brand extensions. In 1999, a Cholula picante sauce was tested in Denver, Colorado and quickly removed from the market.[4] Cholula's line of dry seasonings, including Original, Chili Lime and Chili Roast Garlic, was discontinued in 2009.

On December 11, 2018, buyout firm L Catterton agreed to acquire Cholula.[6]

In October 2019, The Cholula Food Company announced they would be moving their headquarters from New York City to Stamford, Connecticut.[7]

In November 2020, spice maker McCormick agreed to buy the brand from L Catterton.[8]


Six varieties of Cholula are widely marketed in North America, including Original, Chipotle, Chili Garlic, Chili Lime, Green Pepper, and Sweet Habanero.[9] The product is most frequently retailed in 5-ounce glass bottles, although the original flavor is also available in 2-ounce and 12-ounce glass bottles, as well as 64-ounce plastic bottle, and 7-gram single-use condiment packets.

Cholula is marketed in the United States as The Flavorful Fire, sponsoring a variety of professional sporting venues and competitions. Cholula is served as the "Official Hot Sauce" in concessions at motorsports events including the Toyota Grand Prix of Long Beach and Coca-Cola 600,[10][11] as well as at all events held at the iconic Indianapolis Motor Speedway. Cholula has sponsored collegiate football and tailgating promotions at the Rose Bowl, Sun Devil Stadium and Huskies Stadium.[12] The brand is also well established as a wintersports sponsor, partnering with snowboarding competitions including the Cholula Triple Air Show.[13]

In March 2007, Cholula embarked on a joint promotion with national pizza chain Papa John's, offering complimentary hot sauce packets with every order.[14]

Cholula Hot Sauce packet

In June 2010, Cholula launched a print advertisement campaign designed by JWT Singapore under the slogan "Rescue Food."[15]

On The Franchise, Brian Wilson, relief pitcher for the Los Angeles Dodgers, named Cholula as one of the best hot sauces on the market.

Cholula is also one of the major sponsors for the Texas Rangers, New York Mets, Chicago Cubs, Cincinnati Reds, Washington Nationals, and Miami Marlins.

In 2018, Cholula launched a new advertising campaign under the slogan, "More than a hot sauce, inspiring your own mashups." Heavily promoted on YouTube, the promotion encourages buyers to blend Cholula with everyday condiments.[16]

In response to the COVID-19 pandemic, when restaurants closed, the company released a 2-US-fluid-ounce (60 ml) bottle to boost sales. They also formed a deal with big fast-food chains for branded menu items.[17]


Cholula sauce blends piquin peppers, arbol peppers and spices. The ingredient list on the product's packaging is: water, peppers (arbol and pequin), salt, vinegar, garlic powder, spices, and xanthan gum.

Nutrition informationEdit

Nutrition facts at 5 ml (1 tsp): calories 0.0, protein 0.0 g, total carbohydrate 0.0 g, total fat 0.0 g, sodium 110 mg.

See alsoEdit


  1. ^ -About
  2. ^ "About Us Cholula Hot Sauce". Retrieved September 13, 2020.
  3. ^
  4. ^ a b Poole, Claire (February 2000). "Watch Out Tabasco - Brief Article". Latin Trade (from Retrieved June 10, 2010.
  5. ^ "Cholula Hot Sauce - Store List". Jose Cuervo S.A. de C.V. Retrieved June 10, 2010.
  6. ^ Reuters (December 11, 2018). "L Catterton to buy Jose Cuervo-backed hot sauce brand Cholula". Nasdaq. Retrieved December 17, 2018.
  7. ^ Zimmerman, Kevin (2019-10-22). "New leases signed at One Dock St. in Stamford". Westfair Communications. Retrieved 2019-10-25.
  8. ^ WSB Radio (November 24, 2020). "America get spicy and Cholula is snapped up for $800 million". WSB Radio. Retrieved November 24, 2020.
  9. ^ "Flavours". Jose Cuervo S.A. de C.V. Retrieved June 25, 2018.
  10. ^ "Cholula Hot Sauce to Turn Up the Heat at Toyota Grand Prix of Long Beach". March 4, 2010. Retrieved June 10, 2010.
  11. ^ "Cholula Hot Sauce - Motorsports". Jose Cuervo S.A. de C.V. Retrieved June 10, 2010.
  12. ^ "Cholula Hot Sauce - Community Football". Jose Cuervo S.A. de C.V. Retrieved June 10, 2010.
  13. ^ Gavelda, Ben (January 7, 2009). "Cholula Triple Air Show Spices Up Mountain High". Transworld Snowboarding. Retrieved June 10, 2010.
  14. ^ "Papa John's Continues to Spice Things Up with Cholula Hot Sauce Partnership". Papa John's International, Inc. March 6, 2007. Retrieved June 10, 2010.[permanent dead link]
  15. ^ "Spicy Sauce Heroes - Let Cholula Hot Sauce Save Your Food (GALLERY)". Trendhunter Magazine. June 7, 2010. Retrieved June 10, 2010.
  16. ^ "Mix N'Mash - Celebrate Life's Greatest Mashups". February 28, 2019. Retrieved February 28, 2019.
  17. ^ Business, Danielle Wiener-Bronner, CNN. "How Cholula plans to get more Americans hooked on its hot sauce". CNN. Retrieved 2020-11-26.

External linksEdit