Fiero is a pepper-infused tequila from Hotaling & Co., the San Francisco spirits company, and the Serrano followed the original Habanero in 2023 as the milder of the two. The base is a blanco tequila from NOM 1437 in the Los Valles region of Jalisco, and the heat comes from real peppers: Fiero sources vine-ripened serranos, never dried or roasted, from local farmers markets in Jalisco, then selects, seeds and chops them by hand before a proprietary infusion. Serranos run 10,000 to 23,000 Scoville heat units, a fraction of a habanero, so this bottle brings a greener, brighter kind of heat that you can taste through. The brand describes a crisp, fresh garden taste with a consistent heat level, the kind of bottle-to-bottle consistency that homemade infusions struggle to deliver, and it is bottled at 40% ABV (80 proof). Hotaling’s CEO Dan Leese has described the line as offering different levels of heat for different drinkers. Use it to build a spicy Margarita or Paloma without muddling, split it with your usual blanco for gentler warmth, or add a splash to a Bloody Maria or Ranch Water. For more fire, reach for the Habanero version.
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