A Toast to Innovation: How Trailblazing IC100 Award Winner Christa Cotton is Shaking Up the Beverage Industry

By ICIC | March 24, 2025

Few entrepreneurs embody the spirit of innovation quite like Christa Cotton. The fearless leader behind El Guapo, a premium bitters, syrups, and mixers brand based in Mid-City New Orleans, Christa isn’t just running a business—she’s rewriting the rules. And she’s got the recognition to prove it. In 2024, she earned a coveted spot on ICIC’s Inner City 100 (IC100) Awards list, a reflection of her resourcefulness, resilience, and unwavering drive.

The Art of Innovation: Reinventing  

For Christa, innovation isn’t about mindlessly chasing the next big thing. It’s about respecting the past while boldly shaping the future. At El Guapo, that means taking the rich heritage of cocktail culture and infusing it with modern techniques, top-tier ingredients, and a serious commitment to sustainability. 

“Innovation isn’t just about creating something new—it’s about honoring tradition while pushing boundaries,” Christa explains. “We take the rich heritage of cocktail culture and reinvent it with modern techniques, premium ingredients, and a commitment to sustainability.”

But perhaps her greatest act of ingenuity came when disaster struck. In early 2020, El Guapo was on fire—business was booming, and their handcrafted bitters, syrups, and mixers were staples in bars and restaurants across the country. Then, overnight, the world shut down. Hospitality revenue vanished. Wholesale orders froze.

Faced with an impossible choice—wait out the storm or pivot fast—Christa made her move.

The Pivot Heard Around the Industry

In just 48 hours, she flipped El Guapo’s entire business model on its head. The team overhauled its website for direct-to-consumer sales. They repackaged products for at-home mixologists. They went all-in on social media, showing cocktail lovers how to craft bar-quality drinks from their own kitchens. And they got creative with partnerships, spreading the word that cocktail culture wasn’t dead—it was just moving home. 

“Innovation requires action,” Christa reflects. “El Guapo wouldn’t be where it is today if we had waited for things to go back to normal. We did not hesitate. We took charge of our future by choosing to adapt and find new opportunities in unexpected places.”

The result? Instead of shrinking, El Guapo tripled in size in just nine months. 

IC100 Award Recognition: A Well-Deserved Honor

Christa’s spot on the IC100 list is more than just an accolade—it’s proof that bold moves and fearless imagination pay off. ICIC annually honors the 100 fastest-growing businesses driving economic growth in under-resourced communities, and Christa’s four-year revenue growth landed her at number 15 on the list.

“The IC100 award is an incredible honor,” Christa shares. “It’s not just about numbers—it’s about the impact we’re making. Growing El Guapo by more than 500% in four years wasn’t easy, but it proves that with the right team, resilience, and a commitment to quality, anything is possible.”

What’s Next? Bigger, Bolder, and Even Better

Christa is not considering slowing down any time soon. The future of El Guapo is bursting with exciting plans, including:

Bringing New Orleans to the World: Expanding retail presence and collaborations to share the city’s signature flavors far and wide. 

Zero-Proof, Full Flavor: Tapping into the booming demand for high-end alcohol-free options. 

Scaling Smart: Growing production while preserving El Guapo’s signature craftsmanship and quality. 

Innovating with Purpose: Launching new products that set industry standards while championing sustainability.

For fellow entrepreneurs, Christa has this wisdom to share:

1. Stay Relentless, Stay Flexible – “Have a vision, but stay nimble. The best opportunities often come from unexpected challenges.” 
2. Know Your ‘Why’ – “If your business is just about making money, it won’t last. Build something meaningful, and customers will feel it.” 
3. Quality Over Shortcuts – “Cutting corners might get you quick wins, but long-term success comes from delivering products and experiences people genuinely love.” 
4. Your Team is Everything – “A strong team and a solid network can make or break your business. Choose collaborators, mentors, and partners wisely.” 
5. Celebrate Every Win – “The journey is tough. Take a moment to acknowledge progress, even if it’s just surviving another week of chaos.”

Christa Cotton is proof that when the ceiling caves in—literally or figuratively—you don’t just sit back. You innovate your way through it. Winning the IC100 award is just another milestone on a journey filled with grit, passion, and game-changing ideas. And if history is any indication, she’s just getting started.

About the IC100 Awards

Since 1999, ICIC has identified and honored the 100 fastest-growing businesses located in under-resourced communities through the prestigious Inner City 100 (IC100) awards. Throughout this period, ICIC has had the privilege of learning about and highlighting more than 1,000 remarkable business leaders and companies from across the United States. These firms have proven to be catalysts for job growth and promoters of a thriving, inclusive economy, even amidst challenging circumstances. Furthermore, they have actively contributed to the enhancement of their communities by generously donating their time and resources to local organizations and charitable causes.

Learn more about the IC100 Awards and eligibility criteria for this year’s list at icic.org/ic100.