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. While Romo Edelman does not come from the world of spirits, Betts does. He is perhaps best known for his work in mezcal (Sombra) and tequila (Komos). He is known as an early mover, so his move into sotol is of note. What Romo Edelman brings is her global experience from her work with the United Nations as well as her proximity to Edelman PR, the largest public relations firm in the world–her husband happens to be the CEO and part owner.

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