Press

Claudia Romo Edelman speaks about Sotol Romo on “The Close”

Claudia Romo Edelman, founder of Sotol Romo, discusses the launch of the ultra-premium Mexican spirit and Bad Bunny headlining the Super Bowl halftime show. She speaks with Romaine Bostick and Katie Greifeld on "The Close."

Sotol has been called the next big Mexican spirit

For a few years now, sotol has been called the next big spirit out of Mexico, and while we are seeing more brands, and even a sotol week, there hasn’t been that one brand to help take it there. That could change with Sotol Romo. This is a new sotol brand from Claudia Romo Edelman and Richard Betts.

Claudia Romo Edelman: Power, Purpose, and Sotol

In this conversation, the titles and accolades take a backseat as Claudia opens up about the woman behind the global platforms. We sit with Claudia to explore her more personal side—the stories, rituals, and quiet convictions that fuel her public mission and her bold move into the world of sotol.

Mexican Spirit Sotol Romo debuts in the United States

“Sotol Romo is entering a burgeoning category experiencing rapid growth with a number of unfair advantages,” Joe Marchese, co-founder of Casa Komos Brands Group, said.

Redefining Mexican Luxury & Elevating Northern Mexico

For decades, the world’s understanding of Mexican spirits has centered on tequila and mezcal. Jalisco and Oaxaca became synonymous with craftsmanship, export power, and luxury positioning.

From the desert to the Super Bowl

Sotol Romo, un destilado de Chihuahua elaborado con Dasylirion, iniciará su despliegue comercial en Nueva York y Texas en la primavera de 2026. La marca, producida en la Sierra Madre de Chihuahua, se posiciona en el segmento de lujo con precios de 79 dólares para la versión Blanco y 89 dólares para el Reposado.