By Alfredo Espinola
In Amatitlán Jalisco, the historic birthplace of tequila, the land holds memories. Among ancient caves, masonry ovens, and agaves that patiently reach maturity, Tequila El Sagrado is born, a family project that seeks not speed or volume, but meaning.
At the helm is Jorge Luis Igartua Pérez Trejo, master tequila maker and heir to a history that began with his grandparents, who put down roots in this land long before tequila became a global industry.
“Tequila is only called that because of its designation of origin; in essence, it is still mezcal,” says Jorge, reminding us that there is only one origin: the land, the agave, and time.
Deep roots
Jorge Luis Igartua Pérez Trejo and his wife Brenda Díaz
Jorge's grandparents, Jesús Pérez Trejo Iberia Villena, began by leasing land to plant shoots and cultivate agave, selling the raw material to other tequila producers. The ranch also subsisted on horse breeding. They did not produce their own tequila; they cultivated the origin.
Decades later, the family decided to make a change; to select their own agaves, care for each plot, and use only those that were at their exact point of maturity for limited and conscious production. Thus, just two years ago, Tequila El Sagrado was born as a direct expression of their land.
A family business in every sense of the word
El Sagrado is not an isolated brand; it is a natural extension of the ranch and the family. From planting the seedlings to harvesting. Cooking, distilling, bottling, labeling, selling, and distributing, the entire process is in their own hands.
“Before business, our priority is that each bottle comes out with the same quality as the first.”
This principle defines their way of working and explains why production is limited but scalable only under the same standards.
The expressions of Sagrado
Currently, Sagrado has three expressions:
· Crystal Clear White
· Reposado
· Crystal Clear Rosé, a rarity in the world of tequila
The latter is perhaps the most symbolic. Its color comes from cochineal, an ancient insect deeply linked to the history of Mexico. It is also a tequila conceived, designed, and developed by women.
“We owe pink tequila to my mother, Griselda Pérez Trejo, and my wife, Brenda Díaz. It was conceived by women and for women.”
The name and faith
The name El Sagrado is not a marketing strategy. It comes from the ranch itself and the identity of the proudly charro and Catholic family, with a special devotion to the Sacred Heart of Jesus.
“It's a word that resonates beautifully, that has strength,” and that strength runs through the entire project.
Tradition and sustainability
In a context where the overexploitation of agave is a critical issue, Jorge insists on agricultural responsibility: crop rotation, letting the land rest, and respect for natural cycles.
In addition, they defend authentic artisanal processes. The pineapples are cooked in masonry ovens, discarding industrial autoclaves.
“We prefer to sacrifice time and efficiency rather than lose the soul of the process.”
How is El Sagrado drunk?
Without forced rituals, without masks.
El Sagrado is drunk neat. It invites you to try it as it is.
It is a smooth, friendly, easily digestible tequila, designed to be enjoyed in company, with family, in those moments of returning home that define Mexican identity.
Beyond the stigma
Jorge is clear: El Sagrado wants to break with the image of aggressive tequila, of the drink that burns and punishes.
“We want tequila to be experienced for what it is today: a drink of respect.”
That's why the focus is also on responsible consumption, especially among younger generations who drink less alcohol but demand higher quality and transparency.
The people behind the bottle
At El Sagrado, no one works “for” the brand; everyone is family.
From the person who cuts the pineapple to the person who bottles it, each person contributes a story that converges into the same result.
“Without our people, El Sagrado would not be who it is.”
Looking to the future
Although today its marketing is focused on Mexico, events, exhibitions, stores, and major chains, international interest already exists, and talks are underway with distributors in the United States and Canada.
In five years, Jorge envisions solid growth without losing the essence.
“More than numbers, we want a bigger family and a tequila that remains true to its origins.”
The intimate moment
When Jorge remembers his first batch, emotion is inevitable.
“It was like seeing another child being born.”
And when he imagines sitting among agaves at sunset with his mother Griselda, his wife Brenda, and the memory of those who are no longer with us, the answer is clear:
“I would tell them that their legacy lives on. That their hearts continue to beat through El Sagrado.”
Because that is, in the end, what each glass contains: a living legacy, distilled with respect, time, and truth.