For many years, master distiller Arturo Fuentes Cortes dreamed of creating a superior tequila that captured the essence of Mexico. Having perfected the liquid, he needed a perfect brand. THE BIRTH OF ROOSTER The rooster – a well-known symbol of Mexico – was a natural choice, with the red rooster (the king of roosters) seeming especially appropriate. Rooster Rojo® tequila is produced at “Fabrica de Tequilas Finos” distillery, located in the city of Tequila, Jalisco state of Mexico, at the foot of Tequila hill. The plant started its operations in the year 2000, but is located in a beautiful old colonial building of 1923.