Brand Rum Cream continued its skyrocketing performance in the first six months of 2013 with a seventy percent increase in sales over the same period in 2012. RumChata has quickly become a call-brand by bar patrons across the country, some of who are now asking for the brand simply by calling for “Chata!” On-premise call is driving the award-winning brand’s tremendous growth.
“Our liter business is up well over sixty percent because of our outstanding on–premise turnover. It’s very exciting when I visit an account and see bartenders constantly reaching for that iconic big white bottle of RumChata,” said Tom Maas, RumChata Founder and Master Blender. “Whether asking for RumChata by name or just Chata, bartenders know that their customers are only satisfied with the original flavor for which RumChata has become so famous.”
At the current pace, RumChata is projected to top 600,000 cases. Key to helping achieve this milestone is answering the demand by bartenders and consumers to expand the RumChata bottle size selection. In July of 2012, RumChata began shipping 1.75ml, 375ml and 50ml bottles in addition to its Liter and 750 ml sizes.
“It definitely pays to listen to your customers,” said Maas. “The reaction to our expansion of sizes has gone well beyond our expectations and projections and gives customers a better choice in how they want to take home the brand.”
Though categorized by the spirits industry as a rum cream, RumChata’s success crosses over and impacts other categories including traditional creams and flavored rums. RumChata currently outsells Bailey’s in eight markets and that number is projected to grow to as many as twelve by the end of the year. In addition, RumChata has outsold all the new spiced-rums combined that have been introduced over the past two years.