Juan Pablo Carvajal, owner of Sotol Los Magos, or “The Magicians,” is part of a new guard of young sotol producers eager to revive the category on a larger scale. Over the last year, he has seen immense growth for his company. “We’ve expanded to five states around Mexico, and we can see a very big interest in the American market, specifically in Texas. There’s also a huge interest in the European market.”