Sotol Romo, an ultra-premium Mexican spirit made from 100% Dasylirion (sotol), will make its global launch during Super Bowl Week in San Francisco, introducing what experts describe as the third pillar of Mexican spirits: tequila, mezcal, and sotol.

The spirit is organic, sustainable, artisanal, kosher, and additive-free, crafted with just plant and water, resulting in a cleaner, leaner, and more precise profile.

"Sotol Romo is a treasure of the Sierra Madre," said Claudia Romo Edelman, Founder and CEO of Sotol Romo, a globally recognized marketer, mobilizer, and brand builder. "It comes from a plant that survives where little else does and grows slowly under the harshest conditions. Like great wine or diamonds, the more challenging nature is, the more exceptional the result. I'm proud to introduce a pure, elegant spirit from northern Mexico to a global consumer who wants the best — and what comes next."

What They're Saying: "Sotol Romo is entering a burgeoning category experiencing rapid growth with a number of unfair advantages," said Joe Marchese, co-founder of Casa Komos Brands Group. "Beyond an exceptional liquid and a beautiful bottle inspired by the Sierra Madre, Sotol Romo has the infrastructure to scale, capital raised, and a built-in global network and marketing expertise to accelerate growth and become the category-defining expression of sotol."

Accessibility: New York and Texas in Spring 2026. SRP: $79 for Blanco and $89 for Reposado. The brand will be unveiled in full on Friday, Feb. 6, with the first public presentation of the bottle, liquid tasting, and the launch of SotolRomo.com, featuring a comprehensive sotol educational library and the trailer for The Ascent, a new podcast by Sotol Romo spotlighting leaders in sports, fashion, music, and business as they reflect on their personal ascent.