The Casalu Story: Latin Culture, CPG Hustle, and Creating a Standout RTD Brand

Update: 2025-08-04

Description

What happens when a Venezuelan immigrant, a SodaStream, and a dream collide in Miami? You get Casalu—a bold, rum-based beverage brand that's shaking up the ready-to-drink market with Latin flavor, cultural pride, and entrepreneurial fire. In this episode of BizNinja Entrepreneur Radio, we crack open the story behind the can with founder Gabriel Gonzalez.

From crashing parties to raise brand awareness to landing shelf space in major retailers like Whole Foods and Walmart, Gabriel Gonzalez’s journey with Casalu is anything but ordinary. He shares how growing up in Venezuela and moving to the U.S. during political unrest shaped his hustle—and how a college startup program opened doors to venture capital, business mentorship, and ultimately, a breakthrough idea: a rum cocktail made for the modern Latino generation.

Gabriel reveals how the cultural tide is turning, with Gen Z embracing both ready-to-drink convenience and Latino identity like never before. Casalu is positioned at that sweet intersection, and he’s on a mission to make it the next Red Bull—but with way more sabor.

This episode is packed with real startup lessons: from turning mockups into momentum, staying lean when temptation to "go big" hits, and building a brand that doesn’t just sell—but represents. Gabriel’s story is proof that when you chase purpose, the profits will follow. Get ready to be inspired, entertained, and maybe a little thirsty.

Takeaways

Culture is a superpower. Gabriel tapped into Latino pride and Gen Z's evolving drinking habits to create a beverage that feels personal and powerful.
Bootstrap like a boss. With $5,000, a keg, and a SodaStream, the Casalu team hustled their way to product validation before any investors wrote checks.
Don’t chase the hype. Gabriel warns against “perverse incentives” in the CPG world—reminding founders to stay grounded, smart, and authentic if they want long-term success.