We caught up with the brilliant and insightful JOSE a few weeks ago and have shared our conversation below.

JOSE, thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about a risk you’ve taken – walk us through the story?

One of the biggest and most meaningful risks I’ve taken was deciding to enter the sotol business. Sotol is a traditional Mexican spirit, similar to mezcal or tequila, but far less known — even within the state of Chihuahua, where it originates. When we started, there was very little awareness or demand for sotol, even among locals. Choosing to invest time, resources, and passion into a product that most people hadn’t even heard of was a major gamble.

At the time, many people advised us against it. They told us we should choose a product with more recognition, a proven market, or clearer profit potential. But for us, sotol represented something more than just a business opportunity — it was a cultural treasure, a forgotten symbol of our land and identity. We believed that if we could tell its story properly and present it with pride, it could resonate with people — not just in Chihuahua, but around the world.

The early days were challenging. We had to educate people from the ground up: what sotol is, how it’s made, why it’s different, and why it matters. We organized tastings, partnered with local restaurants, trained bartenders, and created a brand that spoke to authenticity and regional pride. Little by little, we started to build a movement — first in our community, then in neighboring cities, and eventually in other parts of Mexico.

Today, we are proud to say that sotol is gaining recognition internationally, and we’re part of a new generation that is reintroducing it to the world — not as a trend, but as a spirit rooted in tradition, craft, and identity. Taking the risk to believe in something that was nearly invisible at the time has become one of the most rewarding journeys of our lives.

JOSE, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is José Fernández Terrazas, and I’m a Mexican-American entrepreneur in the distilled spirits industry. I am the founder of Sotolera del Norte, a company dedicated to the cultivation of the sotol plant, the artisanal production of sotol spirit, and the promotion of our premium brand, Sotol Cara Blanca.

We entered this industry three years ago with a clear mission: to rescue, preserve, and share the cultural and ecological legacy of sotol — a distilled spirit made from the Dasylirion plant, which grows wild in the deserts of Northern Mexico. Unlike tequila or mezcal, which are made from agave, sotol is a unique spirit with deep regional roots, and yet it remains relatively unknown, even within its native region of Chihuahua.

At Sotolera del Norte, we are involved in every part of the process — from plant management and sustainable harvesting to traditional distillation techniques and brand development. This allows us to ensure authenticity, quality, and a true expression of the land in every bottle we produce.

Our brand, Sotol Cara Blanca, is currently available throughout northern Mexico and across all Specs locations in Texas, which has been a crucial market for us in connecting with both Mexican-American and curious American consumers. We are now actively working on expanding our presence to California, a state that we believe is ready to embrace sotol’s rich story and exceptional character.

What sets us apart is not only our dedication to craftsmanship but also our commitment to building a regional identity around sotol. We don’t see it as just another spirit — we see it as a cultural ambassador for Northern Mexico. We are proud to be part of a new movement that is giving sotol the recognition it deserves on the global stage.

What I am most proud of is seeing people taste sotol for the first time and connect with the story behind it. For us, it’s more than business — it’s a way to honor our roots, promote sustainability, and create something that people can be proud to share.

For potential partners, clients, and followers, I want you to know that Sotolera del Norte is building more than a brand — we are building a legacy. One rooted in the desert, powered by passion, and distilled with purpose.

What’s been the best source of new clients for you?

The most effective source of new clients for us has undoubtedly been in-person tastings. Introducing people to sotol — especially those who have never heard of it — is both a challenge and an opportunity. But once they taste Sotol Cara Blanca, they’re often genuinely surprised and captivated by the smoothness, the elegant mouthfeel, and the subtle fruity notes that define our spirit.

Tastings give us the chance to not only showcase the quality of our product but also to share the story behind it — the wild Dasylirion plant, the desert terroir of Northern Mexico, our artisanal production methods, and the cultural heritage embedded in every bottle. It creates a real emotional and sensory connection with the consumer that goes far beyond what a marketing campaign could achieve.

Whether it’s a private event, a bar takeover, or a tasting at a retail location, these face-to-face moments have proven to be the strongest driver of growth for our brand. People fall in love with the experience — and from there, they become not just clients, but passionate advocates for sotol.

How do you keep in touch with clients and foster brand loyalty?

We stay connected with our clients and build brand loyalty through a combination of personal engagement, education, and authentic storytelling.

First, we maintain strong relationships through social media, where we share behind-the-scenes content, the history of sotol, cocktail ideas, and updates about our journey. We treat our followers not just as consumers, but as part of a growing community that’s helping us revive and redefine this unique spirit.

We also keep in touch with clients through email newsletters, where we highlight new releases, exclusive tasting events, and stories from the field — whether it’s harvesting season in the desert or showcasing one of our bartender partners. This helps keep our audience engaged, informed, and connected to the heart of our brand.

Another key strategy is hosting exclusive tastings and collaborations with chefs, bartenders, and cultural spaces. These curated experiences give our most loyal clients early access to new products and the chance to deepen their understanding of sotol — not just as a drink, but as a cultural expression.

Ultimately, we believe brand loyalty comes from trust and emotional connection, so we prioritize transparency, craftsmanship, and genuine passion in everything we do.

Contact Info:

• Website: https://www.sotolcarablanca.com
• Instagram: @sotolcarablanca
• Facebook: @sotolcarablanca
• Linkedin: @sotolcarablanca