Bacardi will begin distributing Agave Loco Brands’ RumChata rum cream brand in Mexico. Effective immediately the distribution deal brings the rum cream brand into Mexico for the first time and continues RumChata’s expansion into the Caribbean, Central and Latin American markets.
“We are thrilled to launch RumChata in Mexico,” said Carlos Alvarez, General Manager for Bacardi in Mexico. “The familiarity of horchata in Mexico provides a terrific opportunity for RumChata’s own rum-based horchata recipe to be introduced to consumers looking for an adult version of their favorite refreshing drink.”
RumChata is made from five-times distilled Caribbean rum and blended with its original horchata recipe of real dairy cream, cinnamon, vanilla and a proprietary mixture of other spices from around the world. RumChata is the number one selling rum cream in the world and according to Shanken News Daily, it has been credited with nearly all the growth in the U.S. liqueurs category over the past few years. Due to its year-round taste appeal and easy mixability, RumChata has quickly overtaken brands such as Bailey’s and Kahlua in many U.S. markets, reaching sales of 600,000 cases in 2015 alone.
“We are very excited to bring RumChata to Mexico,” said Tom Maas, RumChata founder and master blender. “RumChata has been a huge success story in the U.S. and we believe that the strong on- and off-premise relationships Bacardi has established will lead to great success in Mexico.”
“The spirits industry in Mexico shows a growing focus on innovation, and Bacardi in Mexico has been the most relevant player in this trend. With RumChata as part of our portfolio, we confirm our leadership in sourcing new and innovative brands,” added Carlos Alvarez.
RumChata is available at all major off-premise retailers like La Europea, Bodegas Alianza, Walmart, Chedraui and restaurants, bars & nightclubs across Mexico in the presentations of 750 ml for the suggested price of $299.00 MXN.
Actium, which manages distribution for RumChata for Latin America, the Caribbean and U.S. travel retail, will manage the relationship between Agave Loco and Bacardi in Mexico.
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