At this year’s Miami Rum Congress, one seminar stood out for its bold vision and strategic relevance: “The Future of Aguardiente as an Undiscovered Spirit.”
Led by Ricardo March, Founder of Bacan Guaro, alongside industry voices Julio Molano (Aguardiente Desquite) and Jose Brignoni (Aguardiente Antioqueño), the session explored a powerful question:
Can aguardiente become the next great global premium spirit?
The answer, according to the panel, is yes — if the industry works together to elevate and solidify the category.
A Spirit Rich in Culture, Yet Undiscovered Globally
Aguardiente remains one of Latin America’s most culturally significant spirits. Deeply rooted in Colombian heritage, it plays a central role in celebrations, family gatherings, and national identity.
However, despite its strong cultural foundation, aguardiente has not yet achieved the same global recognition as tequila or mezcal.
During the seminar, the panel emphasized that aguardiente sits at a unique crossroads. On one hand, it carries centuries of tradition. On the other, it has enormous potential to evolve through modern production methods, premium positioning, and contemporary branding.
Learning from Tequila and Mezcal
One of the key discussions during the Miami Rum Congress seminar centered on the trajectory of tequila and mezcal.
Both spirits were once perceived primarily as local or regional products. Yet over the past two decades, they transformed into global premium categories. Through quality improvements, storytelling, regulatory protection, and strong branding, tequila and mezcal expanded far beyond their origins.
The panel suggested that aguardiente could follow a similar path.
To do so, the industry must:
- Elevate production standards
- Invest in premium expressions
- Strengthen brand narratives
- Educate consumers in new markets
- Preserve cultural identity while embracing innovation
Aguardiente, they argued, should not abandon its roots. Instead, it should refine and present them in a way that resonates with global audiences.
Ricardo March: A Vision for Category Building
Ricardo March brought more than theory to the conversation — he brought decades of experience.
With over 20 years in the global wine and spirits industry, Ricardo began his career in 1996. He later held key roles at RNDC and co-founded Giowine in 1999. From 2001 to 2020, he served as Vice President of Sales North America at Varela Imports, where he led the growth of a strong spirits portfolio across the United States.
In parallel, he oversaw sales and marketing for Beni di Batasiolo in the U.S., Canada, and the Caribbean, further strengthening his strategic leadership in beverage alcohol.
In 2024, Ricardo and his wife, Diana Espinosa March, launched Bacan Guaro.
For Ricardo, however, the mission extends beyond one brand.
Solidifying Aguardiente in the United States
The core message of the seminar was clear: aguardiente is a promising and underdeveloped category in the U.S. market.
Yet no single brand can build the category alone.
Ricardo emphasized that all aguardiente producers must work together to establish awareness, credibility, and premium perception. By presenting a unified front, brands can educate distributors, retailers, bartenders, and consumers about what aguardiente truly represents.
This collaborative approach mirrors how tequila and mezcal gained traction. Category growth benefits everyone.
Therefore, the objective is not simply to sell bottles. The objective is to position aguardiente as a legitimate and exciting option within the broader premium spirits landscape.
Modern Production Meets Cultural Identity
Another major theme of the seminar focused on balancing innovation with heritage.
Modern distillation techniques, organic ingredients, small-batch production, and clean labeling can elevate aguardiente’s quality perception. At the same time, the spirit must maintain its cultural roots.
Aguardiente tells a story of Colombia and Latin American identity, celebration, and community. That narrative remains its strongest asset. However, premium packaging, thoughtful branding, and international awards can help translate that story to new audiences.
“The Future of Aguardiente as an Undiscovered Spirit” was more than a seminar title. It was a call to action.
As global consumers continue seeking authentic, story-driven spirits, aguardiente stands ready to claim its place. With leaders like Ricardo March advocating for collaboration and category development, the spirit may soon follow the same trajectory as tequila and mezcal.
The future of aguardiente is not just promising — it is unfolding.
And at the Miami Rum Festival, that future began to take shape.
Photos: Moises Vivas & Laura Montes | By Vibras
