A steady stream of awards boosted Sauza sales to such a level that Don Cenobio sent one of his sons, Don Eladio, to open a branch office in Mazatlan, a key distribution point. Don Eladio, born in Tequila in 1883,carried on the traditions of his father. He continued expansion of the family business, opening branches in Monterrey and Mexico City and a concession in Spain. He renovated the distillery with new equipment and introduced new brands to meet the ever-increasing demand. Sauza Tequila continued to win the highest honors.