Tequila Centenal

Centenal Tequila

This is a story of rebellion, ingenuity, adventures, raids, clandestine places, the discovery of a treasure, and also of freedom. Tequila Centenal is a 100% agave, double-distilled tequila that comes from a family of agave growers, but behind it lies a story that has now become a legend.

Its origin dates back to the early 20th century, with Rodolfo Martínez, who dedicated himself to distilling his own tequila and offering it in his small cantina called La Indomable (The Untamable). In those times, moralistic and religious associations, together with the government, launched a major campaign against alcohol consumption, especially among the lower classes, which in 1915 led to its prohibition in the states of Jalisco, Sonora, and Yucatán, arguing that the progress of workers and peasants would only be possible if consumption was eradicated and work was promoted.

Needless to say, Rodolfo’s time had come; when the government closed La Indomable, this brave man, like a true rebel, refused to give up what he loved most: distilling his own tequila and sharing it with people. Thus, with ingenuity, Rodolfo built a distillery hidden in the basement of his estate, which was accessed only through an emblematic and long spiral staircase. With patience and dedication, Rodolfo found the perfect recipe to create a unique tequila, a true hidden treasure of great flavor, to share with all who dared to descend that mysterious staircase, like a true “Robin Hood” of tequila.

Many were the adventures experienced in that place: police raids that never found the basement, threats, and the disdain of moral consciences, but Rodolfo’s rebellion kept him standing despite the difficulties.

Some years later, the prohibition was abolished, and Rodolfo’s clandestine basement remained only in the memory of those who joined him in the rebellion of enjoyment. Many decades passed, and Rodolfo’s family dedicated themselves to planting agave for several generations, until one day his great-grandchildren found among very old documents a paper showing only some coordinates, without knowing that it was one of the old invitations to the basement of La Indomable.

Without further ado, they embarked on the journey, and following the coordinates, they arrived at one of the family’s estates, which was now in ruins. More by design than by luck, they found the door to the basement, and again, after just over 100 years, they descended those spiral stairs, discovering the clandestine distillery in the basement of La Indomable and, to their great surprise, also the recipe and instructions for making Rodolfo’s tequila.

At that moment, his great-grandchildren realized that this great tequila, which had been conceived and made to enjoy and share without restrictions or social classes, had to be shared. Thus was born Tequila Centenal, whose name is a tribute to the free spirit of those who, more than 100 years ago, rebelled against prejudice and oppression, with the mission of sharing with Mexico and the world the joy, flavor, and spirit of that legendary tequila.

 Centenal Tequila: A legacy of the forbidden to savor with freedom, passion, and authenticity.

Agency: helix Brand Whisperers
Art Direction & Design: Francisco Cázares Zermeño
Year: 2024