Product type Hot sauce Heat Low | Website Cholula.com Scoville scale 1,000 SHU | |
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Country Chapala, Jalisco, Mexico | ||
Cholula hot sauce is a brand of chili-based hot sauce, manufactured in Chapala, Jalisco, Mexico, and licensed by José Cuervo. According to its manufacturers, Cholula hot sauce rates 1,000 on the Scoville scale though other sources measure it as being over three times hotter, at 3,600 Scoville units. The product is packaged with an iconic round wooden top. Five varieties of Cholula are widely marketed in North America, including Original, Chipotle, Chili Garlic, Chili Lime, and Green Pepper.
Contents
Brand name
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".
History
Prior to its acquisition, Cholula was produced for three generations in Chapala, Jalisco, 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. 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. 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 has attempted a number of brand extensions. In 1999, a Cholula picante sauce was tested in Denver, Colorado and quickly removed from the market. Cholula's line of dry seasonings, including Original, Chili Lime and Chili Roast Garlic, was discontinued in 2009.
Cholula is licensed by Jose Cuervo, but was started by the Harrison family, originally of Chapala, Jalisco, who now reside in Dallas, Texas. The image on the bottle is a portrait of Harrison family matriarch, Camila Harrison. She is survived by son, Roberto Harrison, and granddaughter, Callanita Harrison.
Marketing
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, 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. The brand is also well established as a wintersports sponsor, partnering with snowboarding competitions including the Cholula Triple Air Show.
In March 2007, Cholula partnered with national pizza chain Papa John's, offering complimentary hot sauce packets with every order.
In June 2010, Cholula launched a print advertisement campaign designed by JWT Singapore under the slogan "Rescue Food."
On The Franchise, Brian Wilson, relief pitcher for the Los Angeles Dodgers, named Cholula as one of the best sauces.
Cholula is also one of the major sponsors for the Texas Rangers, New York Mets, Chicago Cubs, Cincinnati Reds, Washington Nationals, and Miami Marlins.
Ingredients
Cholula sauce blends pequin peppers, arbol peppers and spices. The ingredient list on the product's packaging is: water, peppers (arbol and piquin), salt, vinegar, spices, and xanthan gum. The sauce contains no artificial ingredients or preservatives.
Nutrition information
Nutrition facts at 5ml (1 tsp): calories 0.0, protein 0.0 g, total carbohydrate 0.0 g, total fat 0.0 g, sodium 110 mg.