#USA #San Francisco #Super Bowl #Sotol Romo #Mexican Spirits

Sotol Romo Officially Launches This Super Bowl Week

Sotol Romo, an ultra-premium distilled spirit crafted from 100% Dasylirion, is set to make its global debut during the bustling Super Bowl Week in San Francisco. This exciting launch positions sotol as a worthy successor to tequila and mezcal, the two iconic spirits of Mexico.

Produced in Chihuahua, Mexico, Sotol Romo is distilled exclusively from the Dasylirion cedrosanum plant, which naturally thrives in the harsh environment of the Sierra Madre mountains. The aging process for this plant lasts between 15 to 20 years, allowing it to develop its sugars seamlessly, resulting in a spirit that demands minimal intervention and contains no additives.

Claudia Romo Edelman, founder and CEO of Sotol Romo, describes her product as a “treasure of the Sierra Madre.” She explains that the plant’s ability to survive in extreme conditions makes it unique, paralleling the notion that challenges lead to exceptional outcomes.

Renowned industry expert Richard Betts has played a crucial role in fine-tuning the sotol’s flavor profile, identifying it as lighter and less smoky than mezcal, with greater clarity and refinement than tequila. “Sotol can be even bigger and grow faster than mezcal,” he states, reflecting the potential of this emerging spirit.

The official launch takes place on February 6, during which the public will get their first look at the elegantly designed bottle — a piece that embodies the spirit of the Sierra Madre. The event will also feature tastings and the unveiling of the website SotolRomo.com, which promises a wealth of educational resources about this burgeoning spirit category. Additionally, The Ascent, a new podcast by Sotol Romo, will showcase various leaders in sports, fashion, music, and business, sharing their own journeys of success.

Joe Marchese, co-founder of Casa Komos Brands Group, highlights the favorable positioning of Sotol Romo within the rapidly growing market of sotol. Beyond offering an exquisite liquid, the brand boasts an impressive distribution network and marketing strategy, poised to redefine the category.

The timing of this launch dovetails with cultural momentum, particularly as the Super Bowl, featuring Bad Bunny this year, promises to amplify brand visibility. The spirit has already garnered attention at events such as the World Economic Forum in Davos, where it was served among global CEOs. During the Super Bowl Week, Sotol Romo will be included in numerous private gatherings, extending its reach further into the market.

Sotol Romo aims to be an expression of accessible luxury, with retail prices set at $79 for the Blanco variant and $89 for the Reposado. Market estimates suggest that the global value of the sotol category is around $1.2 billion, with predictions of tripling by 2033, featuring an annual growth rate of 13.5%.

“My dream is for sotol to become a worldwide sensation,” asserts Romo Edelman, emphasizing her commitment to creating job opportunities in the underexplored northern regions of Mexico much like tequila and mezcal did in the south. As the commercial rollout prepares to launch in New York and Texas in Spring 2026, the future looks bright for this new player in the distilled spirits market.