Cholula Hot Sauce: Difference between revisions

 

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In March 2007, Cholula embarked on a joint promotion with national pizza chain [[Papa John’s]], offering complimentary hot sauce packets with every order.<ref>{{cite web|accessdate=June 10, 2010|url=http://ir.papajohns.com/releasedetail.cfm?ReleaseID=404799|archive-url=https://web.archive.org/web/20110818161137/http://ir.papajohns.com/releasedetail.cfm?ReleaseID=404799|url-status=dead|archive-date=August 18, 2011|title=Papa John’s Continues to Spice Things Up with Cholula Hot Sauce Partnership|publisher=Papa John’s International, Inc.|date=March 6, 2007}}</ref>

In March 2007, Cholula embarked on a joint promotion with national pizza chain [[Papa John’s]], offering complimentary hot sauce packets with every order.<ref>{{cite web|accessdate=June 10, 2010|url=http://ir.papajohns.com/releasedetail.cfm?ReleaseID=404799|archive-url=https://web.archive.org/web/20110818161137/http://ir.papajohns.com/releasedetail.cfm?ReleaseID=404799|url-status=dead|archive-date=August 18, 2011|title=Papa John’s Continues to Spice Things Up with Cholula Hot Sauce Partnership|publisher=Papa John’s International, Inc.|date=March 6, 2007}}</ref>

[[File:Uncap Real Flavor.png|thumb|National campaign artwork that helped catapult the brand to become the fastest growing hot sauce in America.]]

[[File:Cholula Hot Sauce Sachets.jpg|thumb|Cholula Hot Sauce packet]]

Cholula turned to New Jersey-based Spitball Advertising, an independent agency that specializes in consumer packaged goods (CPG), in 2011 to further build out the brand footprint based on A/U studies which revealed that hot sauce users highly index as baseball viewers. Spitball built out a comprehensive plan that included concession placements, menu items, in game features, game day on-air packages, giveaways, sampling and radio broadcast integrations. What started as a pilot program with the New York Mets and Boston Red Sox rapidly scaled up as business forecasts were overacheived. As a result, the program was expanded year over year to the following teams to target hot sauce growth opportunities: [[Texas Rangers (baseball)|Texas Rangers]], [[Chicago Cubs]], [[Cincinnati Reds]], [[Washington Nationals]], [[Miami Marlins]], [[San Diego Padres]], and [[Atlanta Braves]].

Cholula turned to New Jersey-based Spitball Advertising, an independent agency that specializes in consumer packaged goods (CPG), in 2011 to further build out the brand footprint based on A/U studies which revealed that hot sauce users highly index as baseball viewers. Spitball built out a comprehensive plan that included concession placements, menu items, in game features, game day on-air packages, giveaways, sampling and radio broadcast integrations. What started as a pilot program with the New York Mets and Boston Red Sox rapidly scaled up as business forecasts were overacheived. As a result, the program was expanded year over year to the following teams to target hot sauce growth opportunities: [[Texas Rangers (baseball)|Texas Rangers]], [[Chicago Cubs]], [[Cincinnati Reds]], [[Washington Nationals]], [[Miami Marlins]], [[San Diego Padres]], and [[Atlanta Braves]].

U.S. brand of hot sauce

Cholula Hot Sauce is a brand of chili-based hot sauce, based in Stamford, Connecticut, manufactured in Chapala, Jalisco, Mexico by SANE, and licensed by McCormick. According to its manufacturers, Cholula hot sauce rates 1,000–2,000 on the Scoville scale.^[1]

The product is packaged in a glass bottle with a distinctive round wooden cap. Six varieties of Cholula are widely marketed in North America.

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, and was 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.^[2] During the 1990s, Cholula achieved distribution in supermarket chains throughout the American Southwest; it is currently available nationwide, as well as in many Canadian and British supermarkets.^[3]

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.^[2] 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.^[4]

In October 2019, The Cholula Food Company announced they would be moving their headquarters from New York City to Stamford, Connecticut.^[5]

The sale of the brand from L Catterton to McCormick & Company was announced on November 24, 2020, and completed six days later on November 30.^[6]

Six varieties of Cholula are widely marketed in North America, including Original, Chipotle, Chili Garlic, Chili Lime, Green Pepper, and Sweet Habanero.^[7] 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 was 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,^[8][9] 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.^[10] The brand is also well established as a wintersports sponsor, partnering with snowboarding competitions including the Cholula Triple Air Show.^[11]

In March 2007, Cholula embarked on a joint promotion with national pizza chain Papa John’s, offering complimentary hot sauce packets with every order.^[12]

Cholula turned to New Jersey-based Spitball Advertising, an independent agency that specializes in consumer packaged goods (CPG), in 2011 to further build out the brand footprint based on A/U studies which revealed that hot sauce users highly index as baseball viewers. Spitball built out a comprehensive plan that included concession placements, menu items, in game features, game day on-air packages, giveaways, sampling and radio broadcast integrations. What started as a pilot program with the New York Mets and Boston Red Sox rapidly scaled up as business forecasts were overacheived. As a result, the program was expanded year over year to the following teams to target hot sauce growth opportunities: Texas Rangers, Chicago Cubs, Cincinnati Reds, Washington Nationals, Miami Marlins, San Diego Padres, and Atlanta Braves.

In 2015, Spitball Advertising developed the national campaign of “Uncap Real Flavor” for Cholula. While most mainstream hot sauce brands put their stake in the ground for heat, Cholula leaned into their strength of distinctive flavor while paying homage to their iconic wooden cap. The campaign took many forms over a multi-year span ranging from “What Makes Cholula So Loved” to “Mashups” which encouraged consumers who might be hesitant to use a hot sauce to pair Cholula with a more familiar condiment. The campaign spanned across print, OLV, experiential, influencers, digital and sponsorships.

Thanks to the MLB program and the national campaigns, Cholula became the fastest growing hot sauce in America and overtook Tabasco as the second highest selling hot sauce in America. As a result, Cholula was purchased by McCormick, owners of Frank’s Red Hot, for $800M.

Original 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 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.