Aguardiente is among the more misunderstood alcohol categories.
Popular in Portugal, Spain and Portuguese/Spanish-speaking countries in the Americas, Aguardiente stands as an emerging category in the U.S. Part of the problem with retailing the spirit here is category confusion. Different countries can produce the product differently. In Europe, aguardiente tends to be fruit-based, tasting like grappa, while in the Americas, the spirit is distilled from sugarcane juice or molasses, and flavored with anise.
Also: Where should retail stores stock it? With the rums, owing to similar production methods? Or the cordials and liqueurs, owing to similarly sweet flavors?
One brand on a mission to better educate retailers, trade and the public about aguardiente is Bacan Guaro. (The term “guaro” in the name indicates this is distilled from sugarcane.) We recently spoke with cofounder Ricardo March, who runs the brand with his wife, Colombian entrepreneur and media personality Diana Espinosa March.
Beverage Dynamics: Where should retailers stock aguardiente?
Ricardo March: That’s one of our biggest challenges here. People don’t understand the category. Do we belong near rum? Cordials and liqueurs? We don’t contain sugar, so definitely not next to the cordials and liqueurs.
We advise for putting us near the rums. But we’re also trying to create room for a bigger category, not just Bacan. We hope that everyone in aguardiente gets in here. It’s a beautiful thing what Zacapa rum did, helping build out the entire aged rum category. We want to help show the best of aguardiente in the same way, because we know that if people taste around the different aguardientes, they’ll find their way to Bacan.
BD: Aguardiente is an extremely old category. How can it adjust to modern times?
RM: We use organic ingredients, with no sugar added. And we use only Spanish anise for a smoother flavor.
People now are more aware of what they put into their bodies than ever. They want organic ingredients. Young people, especially, drink less, drink healthier and are better educated about what they drink.
Bacan is also kosher. For instance: all the tanks and pipes that the product runs through are only used for our products. At other facilities they run lots of things through, a cream one day and then something else the next. At our facility, all the pipes and tanks are just used for our spirit.
We also don’t want people to think of Bacan as they would typical way with aguardiente, in shots. We want Bacan to be thought of and drunk like wine. You sit around a table with friends and open bottles and chat and drink for hours. We’re also teaching people how to enjoy aguardiente in cocktails.
BD: What is the demographic for this product?
RM: Part of the issue with aguardiente is retailers and trade not knowing what to do with it, and that lack of knowledge filters down to the consumers.
So our first demo is Latin consumers who are already aware of aguardiente. These can be the new generation of Colombians who have gone out to explore the world and want something that’s a connection back to their country. Our second main target is the fact that Colombia is known as a tourism destination. Lots of folks fall in love with the country and want to find something back home that allows them to reconnect with Colombia.
Colombia culture is beautiful. But Colombia has issues with how it presents itself to the world. People tend to think about two things with the country: prostitutes and drugs. But the real Colombia is all about beautiful rain forests, oceans, island, artists, painters like Botero. Bacan as a brand has bottles with the bright colors that you see in Colombia.
My wife is Colombian. We’ve been married for 16 years and one thing I’ve seen from Colombian people is there love to share, their love of their families. We want to represent what Colombia is really about.
BD: What’s your end goal for aguardiente?
Our mission is to redefine the aguardiente category by elevating this traditional Colombian spirit for modern consumers. Ultimately, we are committed to changing the narrative around aguardiente through the introduction of Bacan.
We know there’s hesitation around aguardiente on trade and consumer sides, stemming from its customary use as a shot and limited exposure to the category. To succeed, we must grow Bacan as a brand and the category simultaneously through a combination of education and trial. We firmly believe Bacan (and guaro) can appeal to a broader audience.
We see tremendous promise, especially when people have a chance to taste and mix with Bacan – their perceptions shift with that level of exposure. Bacan shines in cocktails and sipped experiences. So much so you can already find us on Michelin-starred cocktail lists. Bacan proves that exceptional aguardiente can redefine how this spirit is perceived and enjoyed.
This interview was edited and condensed for publication.
Kyle Swartz is editor of Beverage Dynamics. Reach him at kswartz@epgmediallc.com. Read his recent piece, Growth and Family at Chilly’s.
