The Richard Betts-Backed Spirit Launching at the Super Bowl

For those in the know, Sotol is a drink of deep tradition distilled from the wild-grown desert spoon plant rather than agave. The experience of its rediscovery, however, feels profoundly modern. My own connection to this spirit runs deep. My grandpa used to drink it in Mexico near Durango city after hunting trips. Now, rediscovering it in the grand setting of the Old Police Building during Sotol Romo NYC Launch felt surreal. It was a full-circle moment that grounds a brand otherwise focused on breaking new ground.

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