Sotol Romo: 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.
Sotol Romo is more than just an exceptional spirit. It’s a statement about leadership and legacy. At the helm is Claudia Romo Edelman, a recognized powerhouse advocate for diversity and a leader in the global Hispanic community. In a sector historically dominated by men, she is actively breaking the “glass ceiling” of the spirits industry. By launching an ultra-premium, female-led brand, she is redefining modern luxury. She does this through the lens of heritage, sustainability, and female entrepreneurship.
Embed from Getty ImagesDriving this vision forward is a foundation of world-class expertise. Sotol Romo is backed by Richard Betts, a renowned Master Sommelier, author, and entrepreneur known for his innovative work in wine and spirits. Having famously passed the rigorous Master Sommelier exam on his first try, Betts is the visionary behind legendary brands like Tequila Komos, Astral Tequila, and Sombra Mezcal. His involvement brings a unique blend of classic technique and disruptive thinking to the brand. This ensures that Sotol Romo meets the highest standards of the “clean luxury” movement.
The liquid itself offers a profile distinct from its more famous cousins, tequila and mezcal. It is exceptionally clean, owing to what the brand calls The “Pure” Advantage. “Unlike many premium tequilas that rely on glycerin or vanilla additives for smoothness, Sotol Romo is 100% additive-free.” Distilled using only the wild-grown desert spoon plant and water, it results in a remarkably clean mouthfeel. The true character of the plant shines through.
It occupies a coveted “Goldilocks” zone on the flavor spectrum. It delivers the bright, crisp mineral notes of a high-altitude tequila. However, it carries a sophisticated, earthy complexity similar to mezcal, crucially, without the polarizing heavy smoke. This delicate balance makes it accessible yet complex. The finish is smooth and light, making it equally impressive in a luxury cocktail or sipped neat over a large rock.
With its iconic NYC launch as a powerful hook and the promised Super Bowl debut, Sotol Romo is aiming to position itself as the “spirit of the future.” The combination of a rich history and a disruptive present makes this a major scoop. The backing of industry titans like Richard Betts adds to its appeal for anyone looking for the next big trend in high-end spirits.
Martha Cisneros Paja is a wine educator, founder of Latinas Wine Club Inc. and author of Mexican Wines: A guide to Fall in Love with Wines of Mexico . Read more about one of the most hard-working Latinas in Wine here.
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