MODESTO, Calif., April 6, 2021 /PRNewswire/ -- E. & J.
Gallo Winery (Gallo) announced today that its Spirits Division has
signed an agreement to acquire Agave Loco LLC, the owner of
RumChata, a leading cream liqueur brand.
Inspired by the traditional milky rice drink from Mexico, founder and master blender
Tom Maas began experimenting in his
kitchen to create his version of a rum-based horchata. Using fresh
dairy cream, rum and a proprietary sweet spice blend, RumChata was
born in 2009. Since its introduction, RumChata has steadily grown
within the cream liqueur category in both retail and
on-premise.
"First of all, I want to thank the distributors and retailers,
as well as our employees, who supported RumChata since its
inception. Your backing of the brand meant the world to us and will
not be forgotten. As a small independent producer, we never
imagined the success of RumChata when we were just getting started
back in 2009. We have taken the growth of the brand as far as
possible as a small supplier, and it was the right time to find a
new brand steward. I know the RumChata brand will thrive under
Gallo's guidance, and I am excited to watch the brand continue to
grow and evolve in the future," said Maas.
Known for its great taste and iconic packaging, RumChata has
continued to innovate over the past decade in order to adapt to
changing consumer trends. In 2016, RumChata introduced MiniChatas,
25ml cups for consumers wanting to add RumChata to their coffee. A
year later in 2017, RumChata Cold Brew (formerly FrappaChata) was
introduced and most recently RumChata Limón has been added as a
permanent addition to the RumChata family. RumChata has also
released a variety of successful seasonal offerings, including
RumChata Peppermint Bark for the holiday season.
"We see tremendous potential with this acquisition to further
innovate in the premium spirits space with unique consumer
propositions, while continuing to add value to our wholesaler and
customer partners," said Vice President and General Manager of
Gallo's spirits business, Britt
West. "Opportunities like this are rare in the spirits
industry and we are excited to add RumChata to our expanding
portfolio of noteworthy brands." He added, "We look forward to
continuing to build brand awareness for RumChata, while expanding
its availability both in the U.S. and Internationally."
The acquisition includes Agave Loco LLC, which owns the RumChata
brand, and Midwest Custom Bottling LLC (MCB), which produces
RumChata at its facility in Pewaukee,
Wisconsin. The Tippy Cow and Holly Nog brands owned by MCB
are also included in the transaction. The sale is expected to close
on April 16, 2021. Agave Loco and MCB
were advised by Livingstone. Terms of the agreement were not
disclosed.
About E. & J. Gallo Winery
E. & J. Gallo
Winery is a family-owned company and global wine and spirits
industry leader. Since its earliest days, the hallmark of E. &
J. Gallo is their lasting commitment to quality, and consistently
providing alcoholic beverages for every occasion. From its first
spirit brand, E&J Brandy, to its growing portfolio of offerings
such as New Amsterdam Vodkas and Gins, Germain-Robin Brandy, High Noon Sun Sips Hard
Seltzer, Pink Whitney, Camarena Tequila and its recent partnerships
with luxury brands such as The Dalmore Single Malt Scotch, Don
Fulano Tequila, Diplomático Rum and Amaro
Montenegro, Gallo offers brands of the highest quality and
authenticity with the purpose of serving enjoyment in the moments
that matter to consumers.
Contact:
Megan
Stockton
E. & J. Gallo Winery (303) 378-5394
Megan.Stockton@EJGallo.com
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SOURCE E. & J. Gallo Winery