Whyte & Mackay have announced a new agreement, which will see the Glasgow-based drinks company distributing the award-winning RumChata rum cream brand in the UK on behalf of American tequila and rum producer Agave Loco Brands.
RumChata is a unique cream liqueur that has become a huge hit in the U.S. market since its launch in 2009. RumChata is made from five times distilled Caribbean rum, real dairy cream, cinnamon, vanilla and a proprietary mixture of other spices from around the world. The new distribution deal will see the premium cream liqueur join the Whyte & Mackay portfolio alongside award winning brands such as Whyte & Mackay, Glayva, Flor de Caña, Jura and Highland Single Malt The Dalmore.
RumChata has been credited with nearly all the growth in the U.S. liqueurs category over the past few years. Due to its year-round taste appeal and easy mixability, RumChata has quickly overtaken brands such as Bailey’s and Kahlua in many U.S. markets, reaching sales of 540,000 cases in calendar year 2014 alone.
“We are delighted to launch RumChata in the UK and add to our portfolio. The taste and versatility of RumChata has allowed the brand to grow with real momentum in the U.S., Canada, the Caribbean and Latin America. We’re introducing an exciting new liqueur to the UK market which will challenge brand dominance, stimulate consumer interest and drive value in the cream liqueur category.”
– Nick Garland, Chief Commercial Officer for Whyte & Mackay Ltd.
“RumChata has been a huge success story in the U.S. and we believe that Whyte & Mackay’s proven track record in building brands and their comprehensive sales structure will help to put our brand on the map in the UK. RumChata has quickly become a favourite spirit for consumers and bartenders in every new market introduced.”
– Tom Maas, founder and master blender of RumChata