Whyte & Mackay has announced it will take over the distribution of premium cream liqueur RumChata, in the UK, following its success in America.
RumChata launched in the US in 2009 and will be distributed on behalf of Agave Loco Brands, an American tequila and rum producer.
The product is made from distilled Caribbean rum, real dairy ice cream, cinnamon, vanilla and a mixture of spices. The new distribution deal will see RumChata sold alongside Whyte & Mackay products including Glayva, Flor de Caña, Jura and The Dalmore.
Nick Garland, Chief Commercial Officer for Whyte & Mackay, said RumChata has grown in the US, Canada, the Caribbean and Latin America due to its ‘taste and versatility’. “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.”
Tom Maas, founder and master blender of RumChata added: “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.”
