Waukesha Co. Producer of RumChata To Be Acquired By E. & J. Gallo

WAUKESHA COUNTY, WI— E. & J. Gallo Winery (Gallo) announced April 6 that it has signed an agreement to acquire Agave Loco LLC, the owner of RumChata, a leading cream liqueur brand, according to a news release.

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. 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, the release said.

RumChata was born in 2009 and founded by master blender Tom Maas, according to the release.

"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.

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.