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Acrónimo pour. PHOTO: Acrónimo Spirits
Acrónimo Spirits: Elevating Sotol From Chihuahua To The World
Acrónimo Spirits is on a mission to bring sotol—Mexico’s best-kept secret—to the world, blending tradition, innovation, and sustainability to elevate this unique spirit to global recognition.
By MEZCULTURE / MARCH, 2025
Mexican spirits have long been defined by agave, with tequila and mezcal enjoying global recognition. Tequila alone accounts for over $10 billion in annual global sales, and mezcal has experienced a 700% increase in exports over the past decade. But nestled in the wild landscapes of northern Mexico, sotol has remained an underdog, waiting for its moment. Enter Acrónimo Spirits—a brand that’s rewriting the narrative and introducing the world to this distinct, complex, and deeply rooted spirit.
EVENTS
Don Jaime Creel (grandfather) with Acrónimo Founders Jose Luis and . PHOTO: Acrónimo Spirits
A Spirit with Roots in Chihuahua
For the founder of Acrónimo, sotol is more than just a drink—it’s a connection to home. Growing up in Chihuahua, family gatherings were never complete without sotol being poured and shared. The state of Chihuahua is home to over 80% of the wild Dasylirion plants used to produce sotol, making it the heart of this unique spirit. Moving to London, she watched mezcal gain global acclaim and wondered why sotol hadn’t received the same recognition. With its rich history, unique terroir, and complex flavor profile, sotol deserved the spotlight.
More than just a business venture, Acrónimo was born from a passion to showcase sotol’s magic, challenge industry norms, and bring a fresh perspective to the traditionally male-dominated world of spirits.
Copper Canyon, Chepe train, Chihuahua Mexico. PHOTO: Enrique Gomez Tamez | Dreamstime.com
A Family Legacy of Innovation
Acrónimo’s roots run deep in Chihuahua’s history. The founder’s great-grandfather, Enrique Creel, was a visionary who helped modernize the region, bringing the railroad and shaping its economic growth. Today, Chihuahua contributes significantly to Mexico’s economy, with an annual GDP exceeding $30 billion, fueled by industries ranging from agriculture to manufacturing. Inspired by this legacy, Acrónimo approaches sotol-making with integrity and respect for the land. By working directly with expert sotoleros and honoring Chihuahua’s terroir, the brand is putting the region on the map for world-class spirits.
Maestro Mezcalero Juan Pacheco Santos. PHOTO: Acrónimo Spirits
Breaking Barriers in the Spirits Industry
As a young female entrepreneur in a traditionally male-dominated industry, the founder of Acrónimo has faced her share of challenges. Women account for only 20% of executive roles in the global spirits industry, and less than 5% of master distillers are women. From overcoming imposter syndrome to proving herself in boardrooms, she has drawn inspiration from the resilient Dasylirion plant, which thrives in harsh conditions. Her determination to carve a space for women in spirits has fueled Acrónimo’s mission—not just to craft exceptional sotol, but to pave the way for more women in leadership.
Crafting a Modern Sotol with Casa Inspiracion
Acrónimo partnered with fourth-generation sotolero Gerardo Ruelas of Casa Inspiracion to create its flagship expression, Acrónimo Sotol Blanco. The team embraced tradition while refining the process to highlight sotol’s complexity. By blending two native Chihuahua varieties—Dasylirion Cedrosanum and Dasylirion Wheeleri—they achieved a balanced profile with fresh fruit notes, a touch of jalapeño, and delicate smokiness. Sotol production is highly limited compared to tequila and mezcal; while over 300 million liters of tequila are produced annually, sotol production remains under 100,000 liters per year, making it an exclusive and rare spirit. The result? A sotol that speaks to both heritage and innovation.
Dasylirion plant. PHOTO: Dan Martin | Dreamstime.com
Sotol’s Rising Global Presence
The world is ready for something new, and sotol is on the verge of its breakout moment. Just as bourbon put Kentucky on the map and mezcal redefined artisanal Mexican spirits, sotol has the potential to elevate Chihuahua to international acclaim. The global craft spirits market is projected to grow at a CAGR of 10% over the next five years, creating a prime opportunity for sotol to enter the spotlight. Acrónimo aims to be the bridge, making sotol accessible while preserving its depth and cultural significance.
Sotol cocktail. PHOTO: Acrónimo Spirits
Championing Women in Spirits
Acrónimo isn’t just about great sotol—it’s about fostering change. The brand actively supports female talent, partnering with initiatives like Speed Rack in Mexico City and collaborating with women-owned businesses. Studies show that companies with diverse leadership teams outperform those without by 25%, underscoring the importance of representation in the industry. By amplifying women’s voices and leadership in the industry, Acrónimo is redefining who gets to be an expert in the spirits world.
A picture of a Dasylirion Wheeleri. PHOTO: Jp Van Niekerk | Dreamstime.com
Commitment to Sustainability
Sustainability is a core pillar of Acrónimo’s ethos. The brand collaborates with researchers at the Universidad Autónoma de Chihuahua to study sustainable harvesting methods for Dasylirion, ensuring the plant’s regeneration. The Dasylirion plant takes up to 15 years to mature, making responsible harvesting crucial for the industry’s future. A propagation initiative has also been launched, planting sotol species in family-owned orchards to maintain ecological balance and soil health. With over 60% of Mexico's land at risk of desertification, sustainable practices like these are essential for long-term environmental preservation.
Young group of friends enjoying cocktail. PHOTO: Xavier Lorenzo | Dreamstime.com
Honoring Tradition While Appealing to a New Generation
Acrónimo bridges old and new, respecting traditional sotol-making methods while crafting a spirit that appeals to a diverse audience. The brand’s fruit-forward, fresh profile makes it perfect for cocktails, offering an approachable gateway into the world of sotol. Education is also key—by sharing sotol’s history and craftsmanship, Acrónimo is creating an informed and passionate community of drinkers. With millennials and Gen Z consumers driving the demand for craft and premium spirits, sotol is well-positioned to capture the interest of this growing market.
Sotol Neat with Sangrita. PHOTO: Javarman | Dreamstime.com
How to Enjoy Acrónimo Sotol Blanco
Sotol is best enjoyed neat, allowing drinkers to savor its rich terroir. However, it also shines in cocktails, making it a perfect substitute for tequila or mezcal in any Mexican spirits cocktail. Its versatility allows bartenders and home mixologists alike to experiment with new and exciting flavors. A spicy margarita with maracuyá and pineapple offers a refreshing yet bold take, while a smoky Sotol Negroni highlights its complexity. The craft cocktail industry has grown by over 15% annually, with bartenders seeking unique, underrepresented spirits like sotol. For a true Chihuahua experience, sip sotol neat with Sangrita as a chaser—an old family tradition that awakens the senses.
Acronimo "Kalinca Nawa" Cocktail . PHOTO: Acrónimo Spirits
The Future of Acrónimo Spirits
Looking ahead, Acrónimo is set to expand into key U.S. markets, including New York, Texas, and Colorado, with plans to reach Europe and Asia. The U.S. accounts for nearly 40% of global tequila and mezcal consumption, making it a crucial market for sotol’s growth. Acrónimo is already making waves in California and Florida, establishing a strong presence in these influential markets. With sotol’s recent legalization in Mexico after nearly a century of prohibition, the brand is also focused on consolidating the domestic market, ensuring sotol becomes as revered in Mexico as it is abroad. Future expressions are in the works, each designed to highlight different facets of sotol’s depth and versatility.
For Acrónimo, this journey is about more than selling bottles—it’s about building a category, celebrating Chihuahua’s rich heritage, and inspiring the next generation of drinkers and industry leaders. Sotol is here, and Acrónimo Spirits is leading the charge.