Sotol Romo
Mexican spirits brand founded in 2025
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Sotol Romo is a Mexican spirits brand founded in 2025. The company produces sotol from wild-harvested Dasylirion cedrosanum plants native to northern Mexico and operates as a joint venture with Casa Komos Brands Group.[1][2] Sotol Romo made its United States debut in February 2026 during events surrounding Super Bowl LX in California.[3][4]
History
Sotol is a distilled beverage produced from plants of the Dasylirion genus, native to the states of Chihuahua, Coahuila, and Durango in northern Mexico. The spirit has been produced in the region for several centuries[2] and was granted a Denomination of Origin by the Mexican government in 2002.[2] Historically, production remained on a small, regional scale with limited international distribution compared to other Mexican spirits such as tequila and mezcal.[3]
Sotol Romo was launched in early 2026 with its international debut timed to coincide with Super Bowl LX events in California.[3][4] The launch was covered by spirits and trade media as part of broader industry interest in sotol as an emerging global category.[3][2]
Products
Sotol Romo produces sotol derived exclusively from Dasylirion cedrosanum, a wild desert plant that grows in the arid highlands of northern Mexico.[2][3] Dasylirion cedrosanum plants typically require between 15 and 20 years to reach maturity before they can be harvested.[2] Unlike agave-based spirits such as tequila and mezcal, sotol is produced from the Dasylirion plant, which belongs to the family Asparagaceae, subfamily Nolinoideae.[2]
The company states that its products are produced without additives and through small-batch distillation methods.[3][2] The spirit has been described by reviewers as having a clean, herbal, lean, and dry flavor profile.[3][5]
Business model and partnerships
Sotol Romo operates as a joint venture with Casa Komos Brands Group, a spirits portfolio company co-founded by sommelier and distiller Richard Betts and publicist and marketer Joe Marchese.[6][1][2] The company's distribution strategy targets the premium hospitality sector and high-end retail channels in the United States and international markets.[7][8]
Industry context
The sotol category has attracted increased international attention in the 2020s alongside growing consumer interest in artisanal, pure and regionally defined spirits.[2][3] Despite holding a Denomination of Origin, sotol remains a significantly smaller international category than tequila and mezcal, and only a limited number of producers have pursued large-scale global distribution.[2] Sotol Romo is among the companies seeking to establish the spirit as a recognized third major category of Mexican distilled beverages.[7]
Founder
Claudia Romo Edelman is a global communications and advocacy professional. Prior to founding Sotol Romo, she held senior roles at international organizations including the World Economic Forum, the United Nations, UNICEF, and UNHCR.[9][7] She is also the founder of the We Are All Human Alliance[10] and The Hispanic Star initiative.[9][7] In January 2026, Romo Edelman participated in the World Economic Forum Annual Meeting in Davos, where she spoke on issues affecting Latin American and Hispanic communities.[11][12][13]