Revolutionizing Aguardiente with Bacan Guaro: DIANA MARCH
Bacan Guaro is more than just an aguardiente—it’s a celebration of Colombian heritage reimagined for the modern world. Founded by Diana March, Bacan Guaro blends authenticity with innovation, elevating this iconic spirit to a premium global level. With a deep connection to tradition and a vision for the future, Diana is redefining how aguardiente is enjoyed and appreciated.
Let’s dive into her journey, the challenges she’s faced, and her aspirations for Bacan Guaro. Let’s learn more about her in this interview.
TRL: Can you briefly introduce yourself and your role in the aguardiente industry?
I am Colombian, born and raised in Colombia. I have always remained connected to my roots, even while living abroad. I grew up watching Hispanic television and maintaining those cultural connections, especially with traditions such as aguardiente, which has always been an integral part of our identity.
My role has always centered on celebration. I enjoy hosting friends and family at my home, organizing events, and celebrating life. For me, the best way to bring people together is with a good drink, which is why Bacan Guaro was created. Even at my wedding, we held a three-day celebration with guests from around the globe, and I wanted everyone to experience what Colombia embodies: celebration, joy, and togetherness. Bacan Guaro was born from that experience. I have spent 15 years with someone deeply involved in the liquor industry, learning so much along the way. Now, I lead a brand that reflects my identity: luxury, authenticity, and wellness. Bacan Guaro is an organic, sugar-free aguardiente that embodies my philosophy of enjoying life’s pleasures while prioritizing my health.
TRL: What was your biggest challenge in launching your aguardiente brand, and how did you overcome it?
Entrepreneurship always comes with challenges, and anyone who claims otherwise has not truly experienced the process. Each challenge, however, offers an opportunity for learning and growth. For instance, the initial packaging of our product did not align with the quality or image we wanted to convey. Initially, we chose yellow, but upon reevaluation, we realized that orange was a better fit as it symbolized fire, while blue represented water—both elements integral to our brand’s essence.
These mistakes are normal; however, the key is to maintain a positive attitude and move forward. Instead of dwelling on what went wrong, we focused on improving every detail, which has enabled us to grow and move closer to our ideal vision.
TRL: How do you see the aguardiente market developing in the next 5-10 years, and what trends do you think will shape the industry?
We’re leading an exciting trend. Studies show anise-flavored cocktails/drinks/spirits are experiencing an exciting renaissance, and as you know, Colombian aguardiente is made from anise. I am confident that we are on the path to redefining this category and placing aguardiente on the global map.
Look at the transformation of tequila. Years ago, it was regarded as a working-class drink in Mexico, but now it is recognized globally as a premium beverage. Bacan Guaro is following a similar path, helping to elevate aguardiente to be seen as a sophisticated and versatile option. I am confident that it won’t take five or ten years; in just one or two years, we will already lead this category.
TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?
Two experiences stand out, one of which is my wedding. It was an opportunity to showcase Colombia to the world—our celebration, gathering, and toasting culture. That experience left a lasting impression.
I am a 50-year-old woman who has always enjoyed going out, dining, and drinking—whether it was wine, tequila, margaritas, or anything else. But there came a time when alcohol affected me severely. The following day, I would feel terrible: dehydrated and having headaches, if I required electrolytes.
This made me stop enjoying a drink or even a simple toast. I wasn’t talking about getting drunk, just sharing a cocktail. I shared this concern with my husband while we were researching Bacan. We wondered: How can we improve this experience for people? Most people associate aguardiente with feeling terrible the next day.
Bacan is entirely unique. It is exceptionally smooth, does not cause a burning sensation, and has a delightful flavor. Bacan is distilled directly from sugarcane, which significantly enhances its quality compared to molasses-based distillates. This super-premium, sugar-free product redefines the aguardiente experience.
TRL: How do you balance tradition with innovation in your approach to aguardiente-making or marketing?
Bacan is the perfect example of that balance. Its slogan, “Modern Taste of Colombia,” reflects this exactly. It’s a traditional aguardiente that has been enhanced to be 100% sugar-free, made from organic ingredients, kosher, and crafted through premium distillation methods.
Growing with the times is essential, as everything moves quickly, and we cannot afford to fall behind with a liquor that represents a country like Colombia.
TRL: How do you educate consumers about your aguardiente, and what’s the most important lesson they should take away?
One of our biggest challenges lies in changing perceptions. When people hear the word “aguardiente,” they often feel apprehensive, as it has traditionally been viewed as a rustic spirit. However, Bacan is redefining aguardiente with its exceptional flavor, smooth texture, and remarkable versatility. Another significant challenge is that non-Latinx or non-Hispanic audiences are often unfamiliar with what aguardiente is. They don’t know what to expect or how to enjoy it. If they do, they typically associate it with taking shots. We aim to change that narrative by showcasing Bacan as a product that elevates the category—delicious and smooth enough to sip and savor, perfect for crafting exceptional cocktails, and much more.
With Bacan, we are educating people through social media, tastings, and events. As individuals sample our cocktails and shots, they discover they are not only delicious but also smooth. Although it is a gradual process, we are making significant progress.
TRL: How do you manage quality and consistency as your brand grows and enters new markets?
We ensure quality down to the smallest detail. Bacan is an artisanal product, and we are committed to maintaining that standard. We produce in small batches, ensuring that every bottle meets our standards. Even as we expand, quality will always remain our top priority!
TRL: Can you share a collaboration or partnership that helped elevate your brand to additional levels?
Absolutely. We organized Lele Pons’ party, took part in the Latin American Fashion Summit (LAFS) in Miami, and recently collaborated with Playboy on an activation. These partnerships have enabled us to connect with new audiences and strengthen the brand’s presence.
TRL: What is your long-term vision for your aguardiente brand, and how do you see your role in the industry’s evolution?
Our mission is to redefine and establish aguardiente as a distinct category. Unlike other spirits, aguardiente is not yet recognized as a separate category in the U.S. Our goal is to position aguardiente as a clearly defined and differentiated category. Additionally, Bacan Guaro seeks to highlight the term “guaro” as a designation of origin for authentic Colombian aguardiente. While aguardiente is produced in countries such as Argentina and Brazil, “guaro” is distinctly Colombian.
We aim to accomplish three objectives: to establish aguardiente as a recognized category, to make “guaro” a denomination of origin representing authentic Colombian aguardiente, and to position aguardiente as the leading category for cocktails.
TRL: What’s one piece of advice you would give to better understand this spirit?
Aguardiente, as we know it, differs from Bacan. Bacan redefines the category. My advice is simple: try it! Once you taste Bacan, you’ll realize it shatters all stereotypes and myths surrounding traditional aguardiente. Dare to experience Bacan and allow yourself to enjoy it, as it truly is the drink of both the present and the future. It doesn’t burn your throat and is incredibly versatile. It’s perfect in cocktails or served straight on the rocks. It offers a unique experience.
TRL: How can people learn more about you? Website? Social media page?
https://www.instagram.com/bacanguaro/ https://www.facebook.com/bacanguaro?mibextid=LQQJ4d
