How Claudia Romo Edelman is Redefining Mexican Luxury with Sotol Romo
Beyond Tequila: How Claudia Romo Edelman is Redefining Mexican Luxury with Sotol Romo
The “Third Pillar” of Mexican spirits has officially arrived.
If you’ve been following my journey, you know that back in December, I had the privilege of attending the pre-launch of Sotol Romo at the Old Police Building in NYC. When I tasted it then, I was immediately struck by its purity. That feeling took me straight back to memories of my grandfather drinking sotol near Durango. Furthermore, more than the liquid, it is the leadership of Claudia Romo-Edelman that makes this launch a watershed moment for the industry.
As the founder of the Latinas Wine Club, I know firsthand the uphill battle of being a Latina founder in male-dominated spaces. To see Claudia Romo Edelman as a globally recognized powerhouse, take the helm of a spirits brand is exactly the energy we need. This isn’t just another celebrity bottle. Instead, it’s a masterclass in strategy, sustainability, and cultural pride.
From the Sierra Madre to the Super Bowl
While the world watches the Super Bowl in San Francisco (and looks forward to Bad Bunny’s halftime show), the real MVP is making its debut in the private lounges of the city. Sotol Romo is crafted from 100% Dasylirion cedrosanum, a wild plant. Notably, this plant takes up to 20 years to mature in the harsh northern deserts.
Unlike the smokiness of mezcal or the familiar bite of tequila, Sotol Romo is lean, elegant, and additive-free. It’s “Mexican Modern Luxury” in a bottle.
The North’s Time to Shine
For years, Jalisco and Oaxaca have dominated the narrative of Mexican spirits. Claudia’s mission is to do for Northern Mexico what tequila did for the south: create jobs, celebrate the land, and put Chihuahua on the global map. With the expertise of Richard Betts (the visionary behind Tequila Komos) and the backing of Casa Komos Brands Group, the infrastructure is already there. That solid foundation can make this a global staple.
I’ve been following Claudia’s leadership across many realms. Her “ascent” with this brand is something I’ll be tracking closely. If you’re in New York or Texas, get ready! Its commercial entry is slated for Spring 2026.
About Sotol Romo
Sotol Romo is an ultra-premium expression of sotol made from 100% Dasylirion cedrosanum
and bottled as Sotol 100% Puro. Additive-free and crafted with just plant and water, Sotol Romo
represents Mexican modern luxury. Sotol Romo, produced in Chihuahua, Mexico, is founded by
Claudia Romo Edelman and created as a joint venture with Casa Komos Brands Group. Also, their
distribution footprint spans 50 states and 40 countries.
Press Inquiries
Marisa Garcia
marisa@sotolromo.com
SotolRomo.com
About the author
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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