Cholula Hot Sauce is a brand of chili-based hot sauce, based in Stamford, Connecticut, manufactured in Chapala, Jalisco, Mexico, and licensed by José Cuervo. According to its manufacturers, Cholula hot sauce rates 1,000–2,000 on the Scoville scale though other sources measure it as being over three times as hot, at 3,600 Scoville units. The product is packaged in a glass bottle with a distinctive round wooden cap. Six varieties of Cholula are widely marketed in North America. Brand name 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.” History 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, 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. 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. 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. 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. In October 2019, The Cholula Food Company announced they would be moving their headquarters from New York City to Stamford, Connecticut. 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. Marketing Six varieties of Cholula are widely marketed in North America, including Original, Chipotle, Chili Garlic, Chili Lime, Green Pepper, and Sweet Habanero. 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 is 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, as well