Hotaling & Co. launches Fiero Habanero tequila

SAN FRANCISCO, Calif.— Spice lovers rejoice. As tangy, spicy flavor profiles continue to grip American palates, Hotaling & Co. of San Francisco is officially launching an all-new craft agave spirit – Fiero Habanero Tequila – to address the spicy spirits opportunity. The spiciest infused tequila currently available in the United States, Fiero is naturally infused with fresh vine-ripened habanero chiles sourced from local Jalisco farmers markets. Forty times spicier than Jalapeno peppers on the Scoville Heat Scale, Fiero Habanero Tequila will heat up house and bar bars with its fiery agave kick.

Named for his fearlessness and bravery, Fiero brings two iconic Mexican flavors to life. Shamelessly spicy, Fiero Habanero Tequila infuses authentic Mexican tequila with hand-picked habanero chiles to expertly amplify tequila’s natural kick. The habanero brew delivers a searing flavor, making it the perfect challenge shot or the key ingredient in a spicy margarita that will keep partygoers coming back for more. A perfect accompaniment to street tacos, pozole or guacamole, Fiero’s bold heat takes the flavors of Mexican dishes to the next level.

“Spicy foods continue to grow in popularity, as does the craving for high-quality tequila,” says Brian Radics, Director of Marketing at Hotaling & Co. “With its authentic Mexican heritage and revolutionary heat, Fiero Habanero Tequila is about two popular trends in American restaurant and bar culture – the hunt for heat and the craving for premium agave liquors.

Fiero Habanero Tequila is distilled by Casa Don Roberto, one of only two remaining multi-generational Mexican families whose ancestors helped propel the tequila industry to its status as a global phenomenon. This unique heritage and history has been crucial in producing a spirit that perfectly balances quality, flavor and warmth. Each agave is expertly harvested – hand-picked at its peak by jimadores (“agave growers”) and slowly roasted in special ovens for three days.

Once the distillation process has begun, Casa Don Roberto’s master distiller, Estella Anguiano – the first woman to hold the title in Mexico – removes the first and last batches of distillate – delivering a premium white tequila which is then infused with fresh habanero peppers for three days. before being filtered one last time. The result: an immaculate and spicy agave spirit worthy of Mexican tequila imprimatur.

Available in 750ml with an MSRP of $29.99, you can now find Fiero Habanero tequila near you. Use Hotaling & Co.’s product finder to find it at major retailers nationwide or order it online through

Give your palate a boost with the Fiero Flaming cocktail.

How to prepare the Fiero Flaming cocktail:

  • 2 ounces of Fiero Habanero tequila
  • 0.75 ounce orange juice
  • 0.25 ounce lime juice
  • 0.5 ounce cinnamon syrup
  • 0.25 ounce Luxardo Amaro Abano

Add all ingredients to a shaker with ice and shake. Pour over ice and top with sliced ​​habaneros sprinkled with tajin and flamboyant orange.

About Hotaling & Co.

Hotaling & Co., San Francisco’s leading distiller and importer, creates, curates and builds artisan brands of unparalleled character and quality. Hotaling & Co., originally named Anchor Distilling Company, was established in 1993 and is credited with launching America’s first craft whiskey (Old Potrero) and America’s first craft gin (Junipero Gin) after Prohibition. In 2010, Anchor Distilling Company was sold to a business partnership that included Tony Foglio and London’s oldest liquor merchant, Berry Bros. & Rudd and began to expand to incorporate a collection of premium craft spirits imported from around the world. In 2017, Anchor Distilling became Hotaling & Co. The new name is a nod to one of Anchor Distilling’s most beloved small batch whiskeys (Old Potrero Hotaling’s Whiskey) and San Francisco legend AP Hotaling, who came to the West during the Gold Rush and quickly became one of the country’s most reputable liquor dealers. Today, Hotaling & Co. celebrates exciting growth and achievement; marking its 29th year of distilling and 12th year of business union of like-minded distillers from around the world to share passion and raise the bar.

Hotaling & Co.’s portfolio includes Luxardo Liqueurs & Cherries, Nikka Whisky, Junipero Gin, HINE Cognac, Convite Mezcal, Kavalan Whisky, Denizen Rum, HIRSCH Selected Whiskies, Writers’ Tears Whisky, Old Pulteney Whisky, Speyburn Whisky, Balblair Whisky, Arran Whisky, Old Potrero Rye Whisky, and more.

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Freeda S. Scott