Sotol Romo Debuts in NYC with Ultra-Premium Mexican Spirit

Sotol Romo has officially launched in New York City and the Hamptons, introducing one of Mexico’s fastest-growing spirits categories to a wider U.S. audience. Distributed by Empire Merchants, the brand is making its debut in leading restaurants, cocktail bars, luxury hotels, retail stores, and online. The launch begins with Sotol Romo Blanco, while Reposado will follow in the fall, reinforcing the brand’s ambition to position sotol alongside tequila and mezcal in the premium spirits space.

Sotol Romo Launches Highlights:

• Crafted from 100% Dasylirion cedrosanum (Sotol Puro)
• Additive-free and kosher
• Made with only three ingredients: sotol plant, water, and natural yeast
• Produced in Chihuahua using traditional methods
• Piñas are slow-cooked in underground ovens, naturally fermented, and double distilled
• The sotol plant takes 15–20 years to mature, contributing to its distinctive character

Claudia Romo Edelman, Founder and CEO, Sotol Romo, said, “People are drinking less, but better. And we aim to give them better with Sotol Romo. We are deeply committed to the accounts building this category with us. Sotol Romo will invest heavily in education, content creation, and digital storytelling to create real consumer excitement around the bartenders, retailers, and communities bringing this spirit to life.”

Sotol is steadily gaining recognition among bartenders and premium spirits retailers. According to IWSR data cited by Park Street Insider, the category has recorded double-digit growth during the 2020s, reflecting rising consumer interest in authentic Mexican spirits beyond tequila and mezcal. With its clean, mineral-driven profile and premium positioning, Sotol Romo arrives as demand for high-quality, additive-free spirits continues to grow.

Price & Availability:

• Sotol Romo Blanco: US$79 SRP
• Sotol Romo Reposado: US$89 SRP (launching this fall)
• Available this summer in select New York City and Hamptons bars, restaurants, luxury hotels, liquor stores, and online.
• A digital locator map has also been introduced to help consumers find participating venues.