SWEET SUCCESS

El Guapo’s renovated warehouse gives the sustainably-minded cocktail bitters, syrups and mixers company room to grow

BY MELANIE WARNER SPENCER

PHOTOS BY SARA ESSEX BRADLEY

Since 2017, El Guapo bitters has been crafting zero-proof, no-sugar added vegan bitters, syrups and drink mixers in New Orleans. The operation started at 3950 Tchoupitoulas St., but had to move the shipping and logistics departments following Hurricane Ida in 2021. “We started renovations in the brewing and bottling area of the building in early 2022 and completed the project in the fall,” says El Guapo CEO Christa Cotton. “We’ve been fully operational, brewing and bottling all of our products in the new facility since September of 2022.” The new facility is housed in a 32,527-square-foot, circa-1800s brick warehouse at 3300 Gravier St.

The company prides itself on quality ingredients and sustainable practices, and Cotton has racked up a slew of accolades, including being the 2020 recipient of the Les Dames d’Escoffier Legacy Award for Fine Spirits and a 2021 James Beard Women’s Entrepreneurial Leadership Fellow; received the Mexico Fine Spirits Award from Jose Cuervo in Mexico; and is supported by The Julia Child Foundation for Gastronomy and the Culinary Arts. Recently we caught up with the very busy CEO to talk about the renovation and what’s next for this ever-growing brand.

What were your goals for the design? Christa Cotton: The brand is expanding rapidly. After bootstrapping for five years and sticking it out in two previous locations, both packed to the gills and barely large enough for the growing team and endlessly increasing inventory parts needed to keep up with orders, we were tired of sticking Band-Aids on our problems and were ready to build our manufacturing, shipping and logistical operations at scale. When we started rotating the team members at shared desks in shifts because we were truly out of space, I knew it was time to make a change. At the beginning of the search process in late 2020, this is the very first location we looked at and frankly, I didn’t think we could afford it. After touring dozens of hot, dusty and poorly kempt alternatives, we gave this more serious consideration. The building’s history, the clear span warehouse with exposed wood trusses, exposed brick office spaces, soaring high ceilings, large picture windows, beautiful architectural details and large gated off-street parking eventually sold us on the location.

What was the biggest design challenge?

We are the first food operation at this facility, so significant plumbing and electrical work was required to retrofit the space. Our architect, Angela Morton, our contractor, Sidney Artigues Jr. and our lead engineer, Bruce Bitner, did a wonderful job of renovating the warehouse to suit our needs, and we’re quite happy with the end result.

What is the standout feature of the design and why does it stand out?

We renovated the warehouse portion of the building for our brewing and bottling operation. Its exposed wooden trusses are quite stunning in person. This warehouse was the barn that housed both the horses and carriages that delivered telegrams across New Orleans from the time it was constructed in the mid-1800s through the mid-20th century and eventually became the fleet barn for AT&T’s internet installation vehicles. We kept as many original elements of the building as possible, as the building itself is beautiful and our team loves coming to work here every day.

How would you describe El Guapo and its core audience or client?

Cotton: We serve the upper end of the market. Our core customers are independent James Beard- and Michelin-caliber restaurants, Forbes 5 Diamond and Relais & Châteaux hotels, upscale grocers and retailers like Whole Foods and Neiman Marcus, plus the B2C customers who shop, dine and stay at these establishments. Our customers care about quality of ingredients, and they’re willing to pay a premium for a superior product.

How do you set yourselves apart from others doing similar work?

We focus on supply chain, sustainability and customer service. The quality of our ingredients,

“This warehouse was the barn that housed both the horses and carriages that delivered telegrams across New Orleans from the time it was constructed in the mid-1800s through the mid-20th century,” said El Guapo CEO Christa Cotton.

Cotton said sustainable practices and customer service are core business practices at El Guapo, which also practices open book management with the staff.

Quick Look

focus on sustainable practices and packaging plus consistent and friendly customer service sets us apart from the competition.

How do you promote a positive work atmosphere for the staff?

We believe in collaboration, communication and delegation. We practice open book management and meet weekly with teams to discuss goals and track progress. I truly believe we have the best team in the business and I’m proud of our extremely low turnover rate. We’re slow to hire, but when we find someone who is a great fit, they gel with the team and tend to stick around a while.

What are your biggest challenges?

Scale. We just won our first nationwide grocery contract, so we’re in the midst of launching three products in every The Fresh Market in the country. The client base is growing, the purchase orders are getting larger and the complexity in operations and logistics is more challenging than ever. Our team is doing such a great job keeping up, but there’s been a significant learning curve and financial commitment as we’ve expanded from local to regional to national and now international presence across various verticals. We’re so excited to partner with The Fresh Market. Look for us nationwide beginning May 10th.

What goals are you looking to meet in the next 12 months?

So many things ... a successful launch in The Fresh Market is first and foremost. We’re interviewing additional liquor distributors across the U.S. We’re refining our pitch and internal processes to better prepare us for multiple, simultaneous partnerships with large retailers. We’re considering some interesting international distribution opportunities. We’re laser focused on becoming the preeminent New Orleans-based cocktail brand on a national and international level. And we’ll of course have some more hiring to do when the time is right.T

BY ASHLEY MCLELLAN PHOTOS BY EDMUND D. FOUNTAIN

For local entrepreneur Mindy Christie, launching a genre-defying undergarment company was the culmination of a lifetime of looking for a product that didn’t exist.

Driven by the words of her Southern mother who would always “strongly suggest” wearing a slip under her dresses and clothing, Christie spent years searching for a product that provided the coverage of a slip while staying cool in the heat of the summer. When she couldn’t find such a product, she created her own.

The result was the launch of her company, originally called Furious Viola, in November 2020. Rebranded as Undergoodies in January, the company boasts a product line that includes multiple styles, colors, inclusive sizing and fits, along with something all women want in a garment — pockets.

“I had a few of my grandmother’s petti-slips, and over the years I kept myself cool and covered by hunting for deadstock vintage pettislips — which still pop up now and then but are getting ever harder to find,” said Christie. “It occurred to me that I could improve upon them with upgraded fabrics and more fun colors. Really, why do our underthings have to be black, beige, brown or white? (Although we do love and sell those colors too.) And my beautiful, stylish Grammy had a ribbons and lace store in Texas back in the day, so I have a near endless supply of vintage appliques, trims and inspiration.”

Undergoodies is proudly marketed as woman owned, with all products made and constructed by women at a factory in Dallas.

“Making Undergoodies overseas was never an option, and making them in the South is a dream,” said Christie. “It’s horrifying to face our society’s fast fashion ways and the waste her unique line to keep herself and others cool and

(both money and trash) of it. People often say they didn’t expect our fabrics to be as lovely as they are, and Undergoodies last and last — neither of which has been my experience with mainstream brands of late. And with this quality it means the cost per wear is actually quite low.”

Christie also finds her inspiration close to home, with mentors and support staff located in Louisiana.

“One of my closest friends is in Central Louisiana, and she sews our samples and hand finishes our one-of-a-kind Undergoodies,” she said. “I’ve started working with Briana Henry at NOLA DDM [sewing company] and am blown away to have found such an incredible operation in my own neighborhood.

Undergoodies are currently available in four styles in a wide range of colors and trims, with prices ranging from $48 for many of the top-selling options to $62 for one-of-a-kind creations. Each garment is specially sized to fit an individual’s measurements, bucking the “traditional” women’s rack sizing. Undergoodies are made for comfort and promise to stay cool. They can be worn under skirts, dresses, shorts or pants, but can also function as sleepwear or streetwear.

Creating a product that’s never existed, however, has made marketing a challenge.

“For example, when it comes to SEO, how do people know what to search for when they don’t know it exists and it doesn’t have a name?” said Christie. “One of my models texted some friends about her photo shoot and referred to the Undergoodies as bloomers. Her friends started sending her pictures of Laura Ingalls Wilder. There seems to be some stigma around full coverage garments that aren’t tight like bike shorts or shapewear — like that they’re old-fashioned or only for a vintage look. I love wearing vintage and these go perfectly with that, but I assure you they are also perfect under fresh, on-trend looks at your favorite shop.”

While categorizing Undergoodies has been a challenge, Christie and her team keep the business light by embracing its uniqueness.

“I love dressing for humor, and that’s one of my favorite daily joys of living in this town — it folds right into the joyful spirit here. I worry sometimes that all of our playfulness on Instagram might make people elsewhere see Undergoodies as more ‘out there’ than they are. They’re not; I guarantee that a corporate accountant in a dark suit in Austin in August will enjoy keeping her cool in [our] Black Honey [style]. Actually, I know one and she does!”

Undergoodies each feature a small pocket for stashing lip gloss, cash, a key, the possibilities are endless (and a boon to wearers during festivals, Carnival, concerts, etc.)

“So far, all of our designs are too lightweight to support a phone, but we have plans for that, so stay tuned,” Christie said.

In addition to versatility, it was important to Christie — who has a background in the nonprofit industry — to create a fashion line that was inclusive of all bodies, shapes and sizes.

“[It was] 100% non-negotiable. My sweet momma says that I was born not seeing many differences or borders, and I do find most of them bizarre, and of course they can be tragic. I can think of only a few choices more personal than what to wear next to our bodies. Don’t we all deserve personal choice, basic dignity, opportunities for self-expression, and little daily luxuries and comforts that help us do everything better? A recent new customer said upon her first try-on, ‘I put them on, and I don’t have to think about it anymore. They’re effortless!’”

Undergoodies are currently available on the company’s website, at local boutiques Iris and Bra Genie, at Vesta’s Boutique in Little Rock, and Heidi Says in San Francisco. The company is working on growing its list of shops and wholesale business.

“There is a significant learning curve to understand and accept Undergoodies,” said Christie. “The magic happens when people put them on their bodies, so I see them in brick-and-mortar stores… Our hurdle has been getting people to get past Undergoodies’ differentness and just try them on. Once they do, it’s bedtime in Undergoodies and 5-star reviews.”

Driven by customer feedback, Christie has plans to release new styles and fabrics.

“I have about a dozen more designs in the works, including matching tops and new designs in soft knit fabrics that may or may not accommodate a phone pocket. Down the line, I’d love to introduce fine cottons and silks, a girls’ line, and maybe even a men’s line.” T

Christy pairs high quality, colorful fabric with trims inspired by vintage accessories from her grandmother’s ribbons and lace store in Texas. The result is a product that stands out in an industry dominated by beige, white and black.

Pandemic Boosts Female Entrepreneurship

“Almost half of startups in 2021 were formed by women, according to human resources software company Gusto,” which noted,“This is a ‘dramatic increase’ from the 28% of women starting new businesses in 2019. Seizing a ‘pandemic related opportunity’ was the biggest reason for women starting new businesses in 2021.”

SOURCE: July 2022 World Economic Forum report

Creating a line of undergarments that is inclusive of all bodies, shapes and sizes was essential to Christy. Undergoodies are available in sizing based on the wearer’s measurements rather than standard clothing sizing.