MOVE OVER, TEQUILA
Sotol is the new, true treasure of the desert
The story of sotol is one of resilience. Just imagine that you’re that sotol plant that has to survive extreme weather conditions every day—it’s so hot, it’s so cold, there’s almost no water, and yet it survives. At the end of that journey is a story of celebration, where you can look back and say, “Wow, look how far I’ve come. It was a long journey, but I still have more to give.” That’s the story I want to connect with because I think it’s a beautiful story for people who are always striving for what’s next.