How Bawi’s Victor Guardiola built a growing beverage brand from cultural inspiration

Every entrepreneur knows the challenge of turning an idea into a thriving business. Victor Guardiola, founder and CEO of Bawi, shows how heritage, culture, and bold innovation can create a brand that resonates with consumers while driving real growth. On this episode of The Small Business Show, Guardiola breaks down his journey from a first-generation immigrant inspired by Mexican roots to building a beverage brand with mass-market appeal.

Guardiola’s story starts with culture and family. He draws inspiration from his Mexican heritage and South Texas upbringing. Food and beverage have always been a central part of his life, from nostalgic drinks like Haritos and cane-sugar Coca-Cola. Recognizing a gap in the market for better-for-you options among Latino consumers, Guardiola launched Bawi to innovate health-forward beverages while celebrating cultural authenticity.

The brand’s name itself honors the Raramori people of northern Mexico, whose word for spring water is “bawi.” It blends cultural representation with mass-market appeal. Non-Latino consumers instantly recognize it as a fruit-forward, healthier beverage, while Latino consumers appreciate the cultural details in the design, including Loteria card iconography. This dual approach lets the brand connect with diverse audiences without losing authenticity.

"You never know if you don't ask and try to have a conversation. It's been incredibly important for me to just shoot as many shots as possible."

Health is at the core of the company’s products. For example, a lemon-lime Bawi beverage contains 40 calories, compared to 160 calories and 40 grams of sugar in a comparable can of Coca-Cola. Guardiola relied on his father’s statistical background and academic research to design beverages that reduce sugar intake and support better health outcomes.

Guardiola approaches scaling strategically. His early efforts focused on targeting multi-door chains rather than relying solely on distributors. By demonstrating demand from multiple customers in the market, he secured broader distribution.

Fundraising posed another challenge. Guardiola raised capital through persistence and strategic outreach. He advises that every investor communication must add value, whether it shares a new product sample or updates on partnerships. Securing the first investor was critical, creating momentum for subsequent rounds. Understanding the cash conversion cycle and preparing for operational complexities ensures the brand meets the demands of large retailers while maintaining financial health.

Guardiola is passionate about mentoring minority entrepreneurs. He hosts office hours to teach fundraising strategies, particularly for communities with historical socioeconomic disparities. He emphasizes sales literacy over competing for small grants, arguing that strategic outreach and persistence can unlock far greater funding and growth opportunities.

Looking ahead, Guardiola envisions Bawi to be in every major natural and conventional retailer, with branded coolers in bars and restaurants similar to Red Bull. Beyond sales, he hopes the brand will influence healthier consumption habits and inspire innovation across the beverage industry.