The History of Cholula Hot Sauce

Cholula as we know it today was inspired by a Mexican family recipe that was handed down through generations. The woman depicted on the label, known as La Chila, is said to have worked for the Jose Cuervo family as a cook and is credited (possibly apocryphally) with creating the now-famous hot sauce recipe. Cholula hot sauce is named after Cholula, Mexico, an ancient city that’s home to the Great Pyramid of Cholula, or Tlachihualtepetl, and is known for being one of the oldest continuously inhabited cities in North America. However, Cholula is not made in this city. Instead, it is made in Chapala in Jalisco, Mexico. From there, it expanded throughout Mexico, and in 1989, Cholula made its US debut in the city of Austin, Texas. Throughout the 1990s, it was sold in supermarkets in the Southwest. Today, it is popular throughout all of the United States and Canada. And its popularity is only increasing: Between 2019 and 2020, sales rose 25%! The company has also changed hands a few times during its recent meteoric rise, first selling to L Catterton in 2018 and then to McCormick in 2020 for a massive $800 million. Today, Cholula remains a beloved condiment and is available in multiple flavors at most grocery stores.