ON THE WEB

by KYLE SWARTZ

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 Columbians 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 Columbia 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 Columbia .

Columbian culture is beautiful . But Columbia 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 Columbia 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 Columbia .

My wife is Columbian . We ’ ve been married for 16 years and one thing I ’ ve seen from Columbian people is their love to share , their love of their families . We want to represent what Columbia is really about .

This interview was edited and condensed for publication . www . beveragedynamics . com Spring 2025 • Beverage Dynamics 5