Cholula is marketed in the United States as The Flavorful Fire, sponsoring a variety of professional sporting venues and competitions.

[11] The brand is also well established as a wintersports sponsor, partnering with snowboarding competitions including the Cholula Triple Air Show.

[12] In March 2007, Cholula embarked on a joint promotion with national pizza chain Papa John's, offering complimentary hot sauce packets with every order.

[13] In June 2010, Cholula launched a print advertisement campaign designed by JWT Singapore under the slogan "Rescue Food.

"[14] Cholula is also one of the major sponsors for the Texas Rangers, New York Mets, Chicago Cubs, Cincinnati Reds, Washington Nationals, and Miami Marlins.

The ingredient list on the product's packaging is: water, peppers (arbol and pequin), salt, vinegar, garlic powder, spices, and xanthan gum.