SB meets… Cardenxe Sotol
The co-founders of sotol brand Cardenxe, Luigi Ambrosi and Nitzan Podoswa, share how they fell in love with the Mexican spirit, what sets it apart, and how they aim to bring the category to a wider audience.
Sotol isn’t mainstream yet. Why do you think it has potential?
NP: Sotol has a lot of complexity, it has terroir, and it’s a great spirit. We launched Cardenxe three years ago, and the people who were first adopting sotol in bars were the top 50 best bars, your top mixologists, and experimental places. Three years later, it has trickled down to local watering holes, neighbourhood spots, casual dining chains and music venues, as a testament that the industry is willing to introduce it to consumers, and many of them respond in a positive way. We’ve also done a lot of educational work, and other brands have come to market as well – even celebrities have backed certain brands. It’s something completely new for people to get excited about.
What qualities does sotol have that makes it relevant?
LA: Number one, obviously, Mexican spirits are a big deal, and people are looking for authentic alternative brands. Sotol presents itself as a very new, authentic alternative because it’s coming from a wild, natural plant that grows abundantly in the desert of northern Mexico. And also, for the on-trade, there’s finally a new spirit. There haven’t been a lot of genuinely new spirits coming to market in the past few years.
It is something that the trade is getting behind and getting excited about, and that’s very, very important because they are the ones who are going to build the trend, together with the producers.
NP: I’d also add that it’s sotol’s presence and versatility. It’s such a versatile drink that can be used in so many different types of cocktails – and not just agave-style ones, but also gin or whisky cocktails. I am also very proud to say, as a Mexican woman, that compared with past tendencies within our Mexican spirits world, there are several amazing women involved shaping the sotol category.
How much does the location of where sotol is made affect the flavour?
LA: Completely. With sotol, we’ve seen how much it really absorbs the essence of the place it comes from in a unique way. When we say that sotol is made in the mountains, it truly tastes like a mountainous forest, like a Christmas tree, some American friends of mine say. It has fruity notes, it’s fresh, it really brings the essence of its place.
How is Cardenxe leading the way for the sotol category to grow overall?
LA: The way Cardenxe came about in the first place was a serendipitous, passionate experience starting from a musical trip in the desert documenting cardenxe music and discovering sotol. When we created Cardenxe, for us, it was important to be based on several core pillars. We wanted the liquid to be a gastronomic journey, a terroir-based experience. Then we wanted to have a brand that was culturally forward, representing the art of Mexico, from the bottle to the music of the country. We try to position the brand in a way that brings an experience that goes beyond drinking. Cardenxe is not just another Mexican spirit, but it’s part of the new wave of contemporary brands that are shaping the trends of the industry.
What are the unique characteristics of Cardenxe?
NP: Being able to bring a gastronomic experience and the terroirs of the three Mexican states where you can make sotol, Chihuahua, Coahuila, and Durango. But also being able to talk about art and music, and the story behind this almost extinct art and culture that is very representative of Mexico and very connected to sotol.
LA: While our brand has a lot of complexity and depth, we also want to break it down in a way that is simple for people to engage with. For us, it needs to inspire an emotional reaction from the taste, from the way in which you perceive it, from the visual effect, from the experience you deliver as a brand. When you drink sotol, it’s going to open up your heart and open up your soul – we want everything that we do with Cardenxe to be complimentary to the effect of the actual spirit.
What are your goals for Cardenxe for the next year?
NP: We want to help consolidate the category. There are so many beautiful brands that have the same purpose as us and we want to be able to work together to consolidate the category, and share sotol with even more people.
LA: Completely – we want to hone in on the markets we’re in, and really get people to know sotol very well and amplify the message of Cardenxe. Next year specifically, we’d like to be able to organise more trade trips, be part of new music festivals, and of course hold our annual bartender competition. Long live this beautiful industry and its warm embrace for our beloved Cardenxe.
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