Sauza tequila was created in 1879 by Don Cenobio Sauza. Establishing the La Perseverancia distillery, he was the first distiller to give the name "tequila" to the spirit derived from the blue agave plant.
Throughout the years Sauza has kept ahead of the competition with its pioneering spirit. They were the first to introduce tequila to the US as well as the main driving force behind tequila's regional designation. Discovering a number of foreign imitators in the 1970s, Sauza successfully petitioned the Mexican government, declaring that only agave spirits from the town of Tequila would be permitted to call themselves a "tequila".