Desert Door Takes Sotol Distribution National

Forbes

5 days ago

Desert Door has announced it will expand distribution to 46 states and Washington D.C. by the end of 2025. Courtesy Desert Door
Desert Door, the Texas-based distillery behind one of the country's only domestically produced sotol, is scaling up in a big way. On July 28, the brand announced it will expand distribution to 46 states and Washington D.C. by the end of 2025—a milestone that could shift sotol from niche status to serious contender in the agave-adjacent spirits space.
Backed by a new national alignment with Republic National Distributing Company (RNDC), the expansion is Desert Door's most aggressive push to date. The rollout begins this summer with Illinois, Indiana and Louisiana, and will continue in two waves through December, hitting other new markets like Kentucky, Washington and Hawaii.
'Aligning with RNDC represents a critical strategic milestone,' said Brent Looby, Desert Door CEO and co-founder, in a statement. 'Their expansive network and deep industry expertise are key to reaching new audiences nationwide. I genuinely believe that sotol will surpass mezcal in the market in the next five years, and I think we're one step closer to that today.'
Sotol has been on the radar since the latter half of the 2010s, and Desert Door was one of the first movers. Founded in 2017, they long positioned sotol as a smoother, more sustainable alternative to tequila. Unlike agave, which is cultivated and harvested in painstaking cycles, plants of the genus Dasylirion ( the plant sotol is made from) grow wild in the arid regions of West Texas. It yields a spirit that's earthy, herbaceous, and smoky, with a unique taste that's less aggressive than some mezcals. Forbes Lenny Kravitz On What Inspired Him To Launch A Mexican Spirit That's Not Tequila Or Mezcal By Brad Japhe
The spirit is not without controversy: like mezcal and tequila, which both enjoy protected Denomination of Origin status in Mexico, sotol can be produced only in Chihuahua, Coahuila and Durango. However, unlike its brethren, sotol lacks the backing of international trade agreements to enforce that D.O. across borders.
That in turn has led to accusations from Mexican producers that American distillers are co-opting the spirit for their own financial gain. But while trade negotiators haggle over the issue (and Dasylirion continues to grow natively in Texas), Desert Door is in no danger of a label change any time soon.
All of that brings us back to the expansion, which covers the company's three flagship expressions: Original Texas Sotol, Oak-Aged Texas Sotol (matured two years in new American oak), and Pollinator, an infused bottling featuring ten native Texas botanicals. The latter is part of the brand's conservation series, with proceeds supporting its nonprofit, Wild Spirit Wild Places.
Beyond the RNDC deal, Desert Door has also partnered with Western wear brand Tecovas. Since April, Desert Door's Original Sotol has poured in Tecovas retail locations nationwide as part of an in-store bar program. It's a play that blends lifestyle and placement, reminiscent of early mezcal brand-building strategies. Forbes 3 Expert Tips For Amazing Sotol Cocktails By David Thomas Tao
For Desert Door, the RNDC partnership isn't just about access. It's about both scale and category creation. Sotol has remained a regional curiosity despite its long history and compelling profile. This may be the first move with enough muscle to change that.
By the end of September, Desert Door will be available in 31 states plus D.C. The remaining 15 are expected to follow before New Year's. Whether the American drinking public is ready to make room for the semi-new spirit remains to be seen—but this is certainly a step in that direction.