In 2014, RumChata® was the most heavily advertised spirit brand in the fourth quarter as reported by Neilsen AdViews. This year with higher planned spending, RumChata should again be the leading spirits advertiser during the holidays.
Driving the RumChata message is its image advertising campaign that can be seen on billboards in thirty-seven markets throughout the year. In addition, high-impact seasonal RumChata bus wraps can be seen in Chicago, New York, Philadelphia, Los Angeles, San Antonio, and Miami.
RumChata® will post another strong year of growth with sales of over 600,000 9-liter cases in 2015. This increase continues RumChata’s annual double-digit growth streak. For retailers, the brand continues to deliver tremendous incremental profit as one of the strongest performing new brands in the industry. In 2015, the brand sold its 20 millionth bottle since its introduction 6 years ago.
Key to its continued success in driving growth are the RumChata marketing efforts that reinforce and leverage the fact that consumers and bartenders love RumChata in a continually growing variety of cocktails regardless the time of year.
“Every season is RumChata season, “ said Tom Maas, RumChata founder and master blender. “As we keep growing, our sales month to month will show growth every year which shows that consumers and bartenders are always discovering new ways to enjoy and serve RumChata no matter if it is winter, spring, summer, or fall.”
To support the year-round affection for the brand, RumChata executes a marketing strategy that combines traditional advertising with social media efforts that ties directly to the lifestyle and recipes of each season of year.
RumChata’s highly successful YouTube Channel that demonstrates RumChata drink and food recipes surpassed 21 million total views in November. The popular how-to channel has had more than 11 million views in 2015 alone. In fact, RumChata’s YouTube views not only out pace every other liquor brand sold in the US by far, but the total views for the countries top five selling liquor brands combined.
National print ads in publications such as Rolling Stone, Shape, and People alternate creative executions between brand image ads and seasonal recipe ads. Most recently RumChata partnered with Jack Daniel’s to cross promote the iconic brand’s new flavored whiskies with the easy mixability of RumChata.
RumChata is also on TV with two new thirty-second spots placed on established, heavy-hitter national cable networks such as TBS, Bravo, and Comedy Central, in addition to local TV stations during popular late night shows such as The Tonight Show, Jimmy Kimmel Live, and Saturday Night Live.
“While our advertising keeps consumer demand growing, we also see retailers and bartenders taking notice,” said Maas. “They are realizing that if they make RumChata visible to their customers through floor displays, back bar presence and drink menus, the combination with our strong advertising support results in incremental sales, higher profits and more money.”
More about RumChata and where it is available can be found at www.rumchata.com.
