Photos

Trumpeting our accomplishments in a trade ad from October of 2020. As of May 2025, over 85,000,000 bottles have been sold and close to $3 billion in sales revenue in restaurants, bars and stores since 2009. If we sold that many records, we would be in the Rock Hall of Fame.
Trumpeting our accomplishments in a trade ad from October of 2020. As of May 2025, over 85,000,000 bottles have been sold and close to $3 billion in sales revenue in restaurants, bars and stores since 2009. If we sold that many records, we would be in the Rock Hall of Fame.
My original partner, Pete DiDonato, with iconic bottle he designed. He was also the genius who came up with the name RumChata.
My original partner, Pete DiDonato, with iconic bottle he designed. He was also the genius who came up with the name RumChata.
One of the first concepts for the RumChata bottle, we thought it looked too old and stodgy like a cigar box which was not in the image we were trying to establish.
One of the first concepts for the RumChata bottle, we thought it looked too old and stodgy like a cigar box which was not in the image we were trying to establish.
Pete DiDonato’s design sketch. He thought I wouldn’t like it because it reminded him of a suntan lotion bottle. It was perfect for our exotic island imagery for the brand.
Pete DiDonato’s design sketch. He thought I wouldn’t like it because it reminded him of a suntan lotion bottle. It was perfect for our exotic island imagery for the brand.
My dad, Duane Maas, prolific global distillery engineer. The best engineer I ever worked with.
My dad, Duane Maas, prolific global distillery engineer. The best engineer I ever worked with.
My mom, Sonja Maas, Norwegian immigrant and my comedic muse in life. Always had a twinkle in her eye for my dad.
My mom, Sonja Maas, Norwegian immigrant and my comedic muse in life. Always had a twinkle in her eye for my dad.
The company namesake, Agave Loco Tequila.
The company namesake, Agave Loco Tequila.
The 11 year old distiller. I had more fun making whiskey than riding my bike that day!
The 11 year old distiller. I had more fun making whiskey than riding my bike that day!
The RumChata football bottle sleeve that my son, Charlie, created to promote our tailgate positioning. You can see how authentic it looks with leather grain. It looked so real some customers would toss it across an aisle in a liquor store and there were a few incomplete passes leading to 'cleanup in aisle 3!’
The RumChata football bottle sleeve that my son, Charlie, created to promote our tailgate positioning. You can see how authentic it looks with leather grain. It looked so real some customers would toss it across an aisle in a liquor store and there were a few incomplete passes leading to 'cleanup in aisle 3!’
We had very loyal fans on Facebook. They loved to create and share memes on the brand. This is an example created by a Facebook fan. As mentioned, not only was Facebook the perfect vehicle to develop our “Illusion of Discovery” on the brand, it was an essential tool to learn about what our customers enjoyed about RumChata and guided us in how we promoted it.
We had very loyal fans on Facebook. They loved to create and share memes on the brand. This is an example created by a Facebook fan. As mentioned, not only was Facebook the perfect vehicle to develop our “Illusion of Discovery” on the brand, it was an essential tool to learn about what our customers enjoyed about RumChata and guided us in how we promoted it.
The revolutionary package to promote with coffee, MIniChatas. 15 pack box for $9.99 retail.
The revolutionary package to promote with coffee, MIniChatas. 15 pack box for $9.99 retail.
The recipe book that my son, Nick, wrote promoting RumChata in 101 different variations to highlight the extreme versatility of the brand.
The recipe book that my son, Nick, wrote promoting RumChata in 101 different variations to highlight the extreme versatility of the brand.
The RumChata team (my family) at an awards ceremony in 2013. From left to right, Nick, Charlie, Susan, Me, Dad and TJ.
The RumChata team (my family) at an awards ceremony in 2013. From left to right, Nick, Charlie, Susan, Me, Dad and TJ.
Nick and his assistant in a few of our recipe YouTube videos. By the end of 2020 we had received over 44 million views of these short vignettes. They really drove creativity and alternate uses for the brand.
Nick and his assistant in a few of our recipe YouTube videos. By the end of 2020 we had received over 44 million views of these short vignettes. They really drove creativity and alternate uses for the brand.
The bottle neckers we produced to address the issue of shortages on RumChata. This was pure “Illusion of Discovery” marketing as our tongue in cheek humor created talk value with our loyal consumers. People were stealing the neckers to show their friends.
The bottle neckers we produced to address the issue of shortages on RumChata. This was pure “Illusion of Discovery” marketing as our tongue in cheek humor created talk value with our loyal consumers. People were stealing the neckers to show their friends.
The freedom bottle designed to get us promotion during the summer months. We pledged a portion of every bottle sold as a donation to a Veterans aid organization. We were successful in raising over $1 million to donate to the Lone Survivor Foundation throughout our 6 year run.
The freedom bottle designed to get us promotion during the summer months. We pledged a portion of every bottle sold as a donation to a Veterans aid organization. We were successful in raising over $1 million to donate to the Lone Survivor Foundation throughout our 6 year run.
My appearance on Mad Money in July 2014. We did the shoot outside as I was talking about RumChata Iced Coffee. I was sad to miss the Mad Money studio.
My appearance on Mad Money in July 2014. We did the shoot outside as I was talking about RumChata Iced Coffee. I was sad to miss the Mad Money studio.
My old golfing buddy, Tom Donnelly, second from left with Chas and Jess Bailes the owners of ABC Liquor in Florida. As Tom taught me over the years, ‘You don’t do business on the golf course, You make friends!'
My old golfing buddy, Tom Donnelly, second from left with Chas and Jess Bailes the owners of ABC Liquor in Florida. As Tom taught me over the years, ‘You don’t do business on the golf course, You make friends!'
On to the next adventure. Evaluating our aged whiskey stocks at the Dancing Goat Distillery in Cambridge, Wisconsin 2023.
On to the next adventure. Evaluating our aged whiskey stocks at the Dancing Goat Distillery in Cambridge, Wisconsin 2023.
October 7, 2020: the Jeopardy clue that blew me away!
October 7, 2020: the Jeopardy clue that blew me away!
Our first RumChata ad featured 'Naked Larry' bringing RumChata to a party.
Our first RumChata ad featured 'Naked Larry' bringing RumChata to a party.
The famous bottle on set in the kitchen of 2 and 1/2 Men that showed up in multiple episodes. We really loved the implied tie in with coffee. We also scored multiple placements on other top rated TV shows and movies for very minor costs by working through prop masters.
The famous bottle on set in the kitchen of 2 and 1/2 Men that showed up in multiple episodes. We really loved the implied tie in with coffee. We also scored multiple placements on other top rated TV shows and movies for very minor costs by working through prop masters.
The Cinnamon Toast Crunch shot really got the brand rolling. We offered actual cereal as a garnish on the shot. It was available for free to a bar with a two bottle order.
The Cinnamon Toast Crunch shot really got the brand rolling. We offered actual cereal as a garnish on the shot. It was available for free to a bar with a two bottle order.
The Cereal Shooters idea that expanded our shot base on premise. The shots here were Apple Jacks, Count Chocula, Cinnamon Toast Crunch, and Fruit Loops. The shooter bowl was a 2 oz Dimsum cup from a Chinese restaurant supply company. We would buy over 200,000 of these over the course of the promotion and these were some of the POS items that people stole and sold on EBay.
The Cereal Shooters idea that expanded our shot base on premise. The shots here were Apple Jacks, Count Chocula, Cinnamon Toast Crunch, and Fruit Loops. The shooter bowl was a 2 oz Dimsum cup from a Chinese restaurant supply company. We would buy over 200,000 of these over the course of the promotion and these were some of the POS items that people stole and sold on EBay.
The Lynyrd Skynyrd tour bus that attracted the crowd to the Waffle House at 3am, July 12, 2004.
The Lynyrd Skynyrd tour bus that attracted the crowd to the Waffle House at 3am, July 12, 2004.
Enjoying the fruits of my labor: taking a ride in my Rolls Royce with a buddy in 2013, Dan Dunn.
Enjoying the fruits of my labor: taking a ride in my Rolls Royce with a buddy in 2013, Dan Dunn.
The bottle neckers we produced to address the issue of shortages on RumChata. This was pure “Illusion of Discovery” marketing as our tongue in cheek humor created talk value with our loyal consumers. People were stealing the neckers to show their friends.
The bottle neckers we produced to address the issue of shortages on RumChata. This was pure “Illusion of Discovery” marketing as our tongue in cheek humor created talk value with our loyal consumers. People were stealing the neckers to show their friends.
Sharing a laugh with Booker Noe, Jim Beams' grandson, at one of our sales meetings. I appreciated his zest for life and willingness to share it with others.
Sharing a laugh with Booker Noe, Jim Beams' grandson, at one of our sales meetings. I appreciated his zest for life and willingness to share it with others.
The bus wraps we ran in crowded urban areas like Times Square and Navy Pier in Chicago.
The bus wraps we ran in crowded urban areas like Times Square and Navy Pier in Chicago.
I am tremendously proud of the note on this ad from Booker. Simple words but it has meant a lot over the years.
I am tremendously proud of the note on this ad from Booker. Simple words but it has meant a lot over the years.
The RumChata Guy is born, with Nick, Susan and Charlie throwing out first pitch at Wrigley Field August 2015.
The RumChata Guy is born, with Nick, Susan and Charlie throwing out first pitch at Wrigley Field August 2015.
Susan and I enjoyed finding RumChata for sale in many unexpected far off places.
Susan and I enjoyed finding RumChata for sale in many unexpected far off places.
Getting global recognition with a sponsorship in the largest single auto race in the world: ”The Indy 500"
Getting global recognition with a sponsorship in the largest single auto race in the world: ”The Indy 500"

Recipe Videos

MINICHATA 15 Second TV Spot

Radio Ads

RumChata Party Warning Radio