Fortaleza Tequila is one of the most sought-after spirits in the world. But with its skyrocketing popularity comes a wave of criticism: Is Fortaleza overrated? Is it worth the hype? As someone who’s had the privilege of visiting the distillery and meeting the people behind this iconic brand, I’m here to give you my honest take.

In this article, I’ll share my experience visiting Fortaleza in Tequila, Jalisco, dive into the brand’s rich history, and explain why I believe Fortaleza is not overrated—it’s one of the best tequilas on the market.

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The Fortaleza Story: A Legacy of Tradition

To understand Fortaleza, you need to know its history. The brand is the brainchild of Guillermo Sauza, a fifth-generation tequila maker whose family has been crafting tequila for over 150 years. The Sauza family originally founded the Casa Sauza brand, which became one of the most recognizable names in tequila. However, in the late 1990s, the family sold the brand to a large conglomerate, leaving Guillermo with a small plot of land and a dream to revive his family’s legacy.

In 2005, Guillermo launched Fortaleza (known as Los Abuelos in Mexico), a brand dedicated to making tequila the traditional way. Using ancestral methods, including a tahona stone to crush agave and small copper pot stills, Fortaleza quickly gained a reputation for its authenticity and quality.

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My Visit to the Fortaleza Distillery

I recently had the opportunity to visit Fortaleza’s distillery in Tequila, Jalisco, and it was an unforgettable experience. Here’s what stood out to me:

1. The Distillery Is Tiny

Compared to the massive operations of other tequila brands, Fortaleza’s distillery is remarkably small. They produce just 320,000 liters per year—a drop in the bucket compared to giants like Jose Cuervo, which produces 275,000 liters per day. This small-scale production allows Fortaleza to focus on quality over quantity.

2. Traditional Methods

Fortaleza’s commitment to tradition is evident in every step of the process:

• Tahona Stone: They use a single tahona stone to crush their agave, a labor-intensive method that extracts the purest flavors.
• Copper Pot Stills: The distillery uses small, old-fashioned copper pot stills, some of which date back to the original Sauza distillery.
• Barrel Aging: Fortaleza ages its tequila in repurposed American whiskey barrels, which are re-charred to create a consistent flavor profile.

3. Handcrafted Bottles

They handcraft every Fortaleza bottle, from the glass stoppers to the labels. They meticulousy attention to detail is incredible, and it’s clear that every aspect of the brand is designed to honor its heritage.

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Is Fortaleza Tequila Overrated?

Now, let’s address the big question: Is Fortaleza overrated?

The Criticism

• Availability: Fortaleza is notoriously hard to find, leading to frustration among fans.
• Price: Some bottles can sell for upwards of $200 on the secondary market, though the brand itself doesn’t control these prices.
• Hype: As Fortaleza’s popularity has grown, so has the skepticism. Some argue that it’s overhyped by influencers and content creators.

My Take

After visiting the distillery and experiencing the brand firsthand, I can confidently say that Fortaleza is not overrated. Here’s why:

1. Authenticity: Fortaleza is one of the few brands still making tequila the traditional way. Their commitment to quality and heritage is unmatched.
2. Flavor: Whether it’s their Blanco, Reposado, or Añejo, Fortaleza’s tequilas are consistently exceptional. The flavors are complex, balanced, and true to the agave.
3. Legacy: The Sauza family’s history is deeply intertwined with the history of tequila itself. Drinking Fortaleza isn’t just about enjoying a great spirit—it’s about connecting with a piece of Mexican culture.

While the hype and scarcity can be frustrating, they’re a testament to the brand’s quality and authenticity. Fortaleza isn’t trying to be the biggest tequila brand—it’s trying to be the best.

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Why Fortaleza Tequila Stands Out

Here are a few reasons why Fortaleza continues to be one of the most respected tequila brands in the world:

1. Small-Batch Production

Fortaleza’s small-scale production ensures that every bottle meets their high standards. They’re not cutting corners to meet demand, and that’s something I deeply respect.

2. Ancestral Methods

From the tahona stone to the copper pot stills, Fortaleza’s production methods are a nod to the past. This dedication to tradition sets them apart from mass-produced tequilas.

3. Family Legacy

The Sauza family’s story is one of resilience and passion. Guillermo Sauza could have rested on his family’s laurels, but instead, he chose to rebuild their legacy from the ground up.

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The Fortaleza Experience: A Closer Look

The Agave Fields

One of the highlights of my visit was walking through Fortaleza’s agave fields. The agave plants, some as young as one year old, are meticulously cared for. The terroir of the region, with its rich volcanic soil, plays a significant role in the flavor profile of the tequila.

The Cave Bar

Fortaleza has a unique cave bar where they age some of their spirits. The cave provides a natural, cool environment that enhances the aging process. It’s also a magical place to enjoy a cocktail, surrounded by the history and craftsmanship of the brand.

The Winter Blend

During my visit, I had the chance to taste the Winter Blend 2024, a limited-edition release that showcases the best of Fortaleza’s craftsmanship. The Winter Blend is a blend of their finest aged tequilas, offering a complex and rich flavor profile that’s perfect for sipping.

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The Future of Fortaleza Tequila

Fortaleza’s future looks bright, but they’re in no rush to expand. Guillermo Sauza’s goal has always been to make tequila the ancestral way, and he’s committed to maintaining the brand’s integrity. While there have been discussions about expansion, any growth will be slow and deliberate, ensuring that the quality of the product remains uncompromised.

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Final Thoughts

Fortaleza Tequila is more than just a spirit—it’s a celebration of tradition, craftsmanship, and family. While its popularity has led to some criticism, I believe the hype is well-deserved. Fortaleza isn’t overrated; if anything, it’s still underrated by those who haven’t had the chance to try it.

If you’re lucky enough to find a bottle, savor it. And if you ever get the chance to visit the distillery, don’t hesitate. It’s an experience that will deepen your appreciation for this incredible brand.

Cheers to Fortaleza—a true masterpiece of tequila-making.