CASALÚ: The Rum Hard Seltzer Bringing Latin Roots to a Global Stage

What Happens When Roots Meet Reinvention? — The alcohol industry is changing fast. Younger consumers are driving that shift, looking for products that feel authentic, intentional, and culturally relevant. At the same time, shelves are overflowing with tequila- and vodka-based RTDs, all competing for the same moment.

So what happens when three young Latin American founders decide to look inward instead of following the trend?

CASALÚ happens—a rum hard seltzer created by Latinos, inspired by home, and designed for the world.

At TheRumLab, we sat down with co-founder Gabriel Gonzalez to talk about where CASALÚ comes from, what it represents, and how the team sees the future of rum within a new generation of drinkers.

Welcome to the first edition of Aquí se habla RON.

How did CASALÚ begin, and where did the idea come from?

CASALÚ started when we realized something simple but powerful: our generation had changed the way it drinks.

We wanted alternatives to beer—something we could enjoy in the same social moments but that felt closer to who we are. Even with the explosion of hard seltzers and canned cocktails in the U.S., none of them spoke authentically to Latinos. And none of them used rum as a base, which felt strange, because rum is part of our cultural DNA.

That’s when Ricardo Sucre, one of the founders, began experimenting at home. What started as a personal mix slowly evolved into what CASALÚ is today.

What does the name CASALÚ mean?

The name carries the entire concept.

“Casa” represents home, heritage, and roots. It speaks to where we come from and to rum’s deep symbolism in Caribbean and Latin American culture. It’s a reminder to never forget our origins.

“Salú” is a playful twist. It reflects how many Spanish speakers pronounce “salud” when we toast. It feels familiar, casual, and warm.

Together, CASALÚ becomes an open invitation—a space where Latino culture leads and everyone is welcome.

How would you define CASALÚ’s value proposition compared to other RTDs?

CASALÚ represents the new generation of Latinos.

Each can delivers flavors inspired by Latin America, packaged in a format that lets consumers rediscover rum in a completely new way. The idea isn’t to change rum—it’s to reintroduce it.

This rum hard seltzer invites people to experience the spirit without preconceptions, in a way that feels modern, social, and accessible.

Why enter such a competitive category like Ready-To-Drink beverages?

Because we’re part of that category as consumers.

We noticed a clear absence of Latino representation in RTDs. In beer and traditional rum categories, we feel seen. Here, we didn’t. That gap mattered to us.

Editor’s note:
According to IWSR’s Strategic Study 2025, RTDs are now the preferred option among Millennials and Gen Z consumers in markets like the U.S., the U.K., Brazil, and Japan.

The category has shifted from recruiting new drinkers to increasing consumption frequency among existing ones. Branding, marketing, and identity now play a critical role in purchase decisions—something CASALÚ understands deeply.

You’ve said “rum is the new tequila.” What do you mean by that?

We remember when tequila wasn’t considered premium.

It always had quality, but consumers lacked education and global exposure. That changed once brands started telling better stories and showing tequila’s complexity.

We’re seeing that same shift with rum now. Premium and super-premium brands are educating consumers and raising the bar. As people understand rum better, demand grows.

Our role isn’t to explain everything. It’s to introduce rum to younger consumers and spark curiosity. Many young drinkers in the U.S. don’t have strong associations with rum yet, unlike older generations. That openness is powerful.

Is it true that younger generations drink less alcohol?

Not really. That’s a myth.

What’s changed is how they drink. Younger consumers are more selective. They care about quality, value, and experience. Moderation exists, but so does intentional consumption.

That’s exactly where CASALÚ fits.

Editor’s note:
IWSR data shows that 54% of Gen Z and 56% of Millennials consume RTDs weekly—more than Gen X and Boomers. The category isn’t shrinking; it’s evolving.

What’s next for CASALÚ in terms of growth and expansion?

Right now, we’re solidifying our presence in Florida and expanding into three new U.S. states.

We’re growing through beer distribution networks while also exploring ways to reconnect with Latin America. Building relationships with strategic partners who understand the culture remains a priority.

What message would you like to share with consumers discovering CASALÚ?

CASALÚ is more than what’s inside the can.

It’s a promise to represent Latino culture with honesty and pride. If you’re Latino—or if you love Latino culture—we invite you to try CASALÚ. Once you do, everything makes sense.

¡Salú!

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Rum’s Expanding Horizon

Yes, the industry is changing. Consumption habits now shape marketing, labeling, and production strategies.

But beyond formats and categories, adaptability defines the brands that move forward. CASALÚ shows that rum can enter new spaces, reach new audiences, and evolve—without losing its roots.

Rum doesn’t need to be rewritten. It just needs to be reintroduced.

About CASALÚ

CASALÚ is a Latino-led movement bringing authentic heritage to the global stage through its premium rum hard seltzer. Founded by Ricardo Sucre, Gabriel Gonzalez, and Gustavo Darquea, the brand bridges the gap between traditional roots and modern culture. By focusing on the pillars of Casa and Salú, CASALÚ offers a crisp, culturally resonant alternative to the status quo, reintroducing rum to a new generation through a lens of pride, quality, and community. ¡Salú!

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