Bitters Business Sweet In New Orleans
Christa Cotton is having fun. And why not? The Harbert College of Business graduate is enjoying creating big deals in the Big Easy.
Cotton is gaining nationwide attention in the food-and-drink industry with a mix of innovation and salesmanship.
She is the founder and owner of El Guapo, “a New Orleans-based brand of cocktail bitters, mixers and syrups. We like to say we manufacture everything but the booze,” she said.
“Our products are alcohol-free, gluten-free, non-GMO, soy-free and vegetarian, too. The bitters are even ‘no sugar added’ and vegan,” Cotton said. “We’re known for impeccable sourcing and superior taste and quality, in addition to being pioneers in the zero-proof bitters industry.
“We’ve just raised $1.1 million in seed funding to build America’s first bitters brewery in New Orleans,” she said. “To be clear, there are other manufacturers who blend and bottle extracts sold as bitters… But we’re the first to create an alcohol-free bitters brewing process and build to scale using brewing technology.
El Guapo products are available in 49 states and three countries.
Cotton began acquiring her business acumen at an early age, and she later turned to Auburn and Harbert to help cultivate it.
“I grew up in Leesburg, Georgia, and my dad co-founded a grocery-anchored commercial real estate company in Columbus when I was five years old,” she said. “Many of the properties in the real estate portfolio are in and around New Orleans, so I spent a significant amount of time in New Orleans growing up.”
What advice does Cotton have for Harbert students, especially those considering starting their own business?
“Start now!” she said. “I really believe the first decade of work is about figuring out what you don’t like so you can narrow your focus to areas you love and run fearlessly in that direction,” Cotton said. “Build your resumé so you can hit the ground running with your diploma in hand. Get an internship, find a part-time job, make a list of the local and regional companies you find interesting.
“Follow those leaders and figure out what they’re up to. Get curious about what’s going on in the industries you like. Ask for informational interviews, take people to lunch, ask questions.
“Find the things you’re wildly enthusiastic about and figure out ways to work in those industries.”
