The Cholula Effect: How a Mexican hot sauce conquered global palates

The Cholula Effect: How a Mexican hot sauce conquered global palates

You don’t even have to read the label to know what it is — that distinctive wooden cap is all it takes to identify Cholula Hot Sauce. What many don’t know is the story of how this small bottle of Mexican salsa picante went from a simple tequila chaser to an $800 million product and the third-most popular hot sauce in the United States.  While the rise from a national brand to Cholula’s global presence today may seem an overnight success, it was …