Trumpeting our accomplishments in a trade ad from October of 2020. As to May of 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.
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.
As we grew so fast without a lot of sales people around the country to spread the word, we had to rely on trade advertising to get out the message on our success. Many retailers thought we were a fad and they didn’t want to feature us if the fad was ending. These are Trade Ads we ran to encourage customers to put RumChata in their stores and bars.
As we grew so fast without a lot of sales people around the country to spread the word, we had to rely on trade advertising to get out the message on our success. Many retailers thought we were a fad and they didn’t want to feature us if the fad was ending. These are Trade Ads we ran to encourage customers to put RumChata in their stores and bars.
My original partner, Pete DiDonato, with iconic bottle he designed. He was also the genius who came up with the name RumChata.
My dad, Duane Maas, prolific global distillery engineer, best engineer I ever worked with.
The company namesake, Agave Loco Tequila.
The RumChata football bottle sleeve that 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.
My mom, Sonja Maas, Norwegian immigrant and my comedic muse in life. Always had a twinkle in her eye for my dad.
The revolutionary package to promote with coffee, MIniChatas. 15 pack box for $9.99 retail.
Some of our Beach themed point of sale for bars. We went with a weathered beach club look to reinforce our exotic Caribbean imagery.
Some of our Beach themed point of sale for bars. We went with a weathered beach club look to reinforce our exotic Caribbean imagery.
RumChata seasonal advertising for Fall, Winter and Summer. Pour yourself a Holiday and a Vacation.
RumChata seasonal advertising for Fall, Winter and Summer. Pour yourself a Holiday and a Vacation.
RumChata seasonal advertising for Fall, Winter and Summer. Pour yourself a Holiday and a Vacation.
The recipe book Nick wrote promoting RumChata in 101 different variations to highlight the extern=me versatility of 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.
This is a trade ad we had to run because the ‘knock off’ brands were selling into bars and telling the accounts to substitute for RumChata. We personally encountered many accounts that would try to pour a cheap version when we ordered RumChata, it became somewhat of an epidemic and we couldn’t possibly reach all the accounts that were doing it.
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 bottle neckers we produced to address the issue of shortages on RumChata. This was pure ‘Illusion of Discovery’ marketing as in our tongue in cheek humor created talk value with our loyal consumers. People were stealing the neckers to show their friends.
The selling piece designed in our original strategy to target Mexican restaurants. The best plans sometimes fail miserably!
This is an example of how the knock offs surrounded us on the shelf so they could try to steal sales from our customers. RumChata outsold these brands 20 to 1 but their distributor salesmen would still steal our shelf space. This is where we needed our salesmen to put up a fight for us.
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 original foray into Horchata with Casa del Sol, these packages were also designed by Pete DiDonato.
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!'
The 11 year old distiller, had more fun making whiskey than riding my bike that day!
Fred Noe and I were presented with custom guitars by Lynyrd Skynyrd, this was before the Waffle House episode.
The RumChata team (my family) at an awards ceremony in 2013. From left to right, Nick, Charlie, Susan, Moi, Dad and TJ.
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!
Naked Larry brings the RumChata to the party, our first RumChata ad character?
Our tailgating fans rallied to our promotion, this was a post on Facebook from a fan who partied with a Super Bowl champion.
The secret that got the ball rolling, promoting the Cinnamon Toast Crunch shot. Buy two bottles and get the garnish for the shot.
The 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.
The bottle neckers we produced to address the issue of shortages on RumChata. This was pure ‘Illusion of Discovery’ marketing as in 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 at one of our sales meetings. I appreciated his zest for life and willingness to share it with others.
The bus wraps that we ran with during the holidays that Charlie created to get us exposure for a reasonable investment in crowded urban areas, like Times Square.
I have always felt honored to have been in on the team that designed Bookers statue at the Jim Beam Distillery. This was the sample we eventually approved.
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.
