Sotol Romo Launches in NYC and the Hamptons as Summer's New Mexican Spirits Category Gains Momentum
Sotol Romo, an ultra-premium Mexican brand of sotol, was launched in New York City and the Hamptons this summer, according to the company. Distributed by Empire Merchants and backed by Casa Komos Beverage Group, Sotol Romo's 100% Puro expression will be available at a range of influential venues, including Nobu Downtown, Jose Andres's Nubeluz, and Bazaar Meat at Ritz Carlton. The product will also be sold in liquor stores and online. Sotol Romo Blanco has been introduced at a suggested retail price of $79, with a Reposado variant set to follow in the fall at $89.
Characterized as a new luxury Mexican spirit for summer, Sotol Romo is crafted entirely from the sotol plant and is additive-free, kosher, and composed of only three ingredients: plant, water, and natural yeast. Unlike agave, which typically matures in about seven years, the sotol plant can take 15 to 20 years to reach maturity. The production process involves harvesting the plant’s heart, cooking it in an underground oven, and then crushing, fermenting, and distilling it twice.
Sotol Romo is positioned to be the third major category in Mexican spirits, alongside tequila and mezcal. The brand aims to complement fine dining and private clubs, pairing well with fresh crudos and seasonal ingredients, making it favorable for light cocktails and summer beverages.
Although sotol remains relatively unknown to mainstream consumers, it is gaining popularity among bartenders and specialty retailers. "Sotol is experiencing double-digit percentage growth in the 2020s as bartenders and mixologists discover the Mexican spirit's unique profile," according to IWSR data mentioned by Park Street Insider. Richard Betts, Co-Founder at Casa Komos Brands Group, remarked, "After 30 years in this industry, you learn to recognize when something is truly special," referencing the potential for sotol to become a mainstream option.
Claudia Romo Edelman, Founder and CEO of Sotol Romo, stated the company's commitment to the accounts fostering the growth of this spirit, emphasizing plans for substantial investments in education and digital storytelling. A live digital map has been introduced to help consumers locate Sotol Romo, coinciding with the launch of a content series titled 'Flavors of Sotol,' showcasing restaurants and bars in New York City that serve the spirit.
Sotol Romo is produced in Chihuahua, Mexico, using only Dasylirion cedrosanum for its sotol. The brand's mission includes elevating sotol on a global scale, with aspirations to generate economic opportunities and pride in Northern Mexico, similar to the impact tequila has had in the south.