After 15 years in sales, marketing and new product development at Jim Beam, RumChata Founder and Master Blender Tom Maas took a decidedly different tactic when he developed a new brand in his kitchen in 2007. From what began as an interest in the Hispanic culture and horchata's distinct combination of rice, cinnamon and vanilla, RumChata now is the No. 1 selling rum-cream liqueur, with an annual sales of 500,000-plus cases globally, Maas says.
Maas, who also serves as founder and head of parent company, Agave Loco LLC, Vernon Hills, Ill., and business partner and package designer Peter DiDonato, officially began selling RumChata in August 2009. This year marks RumChata’s 10th anniversary in the market.