RumChata
RumChata is an innovative and disruptive distilled spirit rum cream brand. It was developed and operated by a family-owned company based in the State of Wisconsin.
After reaching quite good sales and expansion in some 30 States, the founding family looked to significantly expand the brand’s export business from its small base in a single Caribbean country. Over a 7-year period from 2014-2021, JumpStart Exports transformed RumChata’s export business from its fledging start into an expansion in nearly 30 countries, territories and business segments. This included establishing RumChata in local-country domestic markets – mainly in Canada and Europe – and in global duty free accounts based mainly in North America.
RumChata became the world’s largest-selling rum cream, with over 7 million bottles sold globally each year. As is known, a brand’s exit value via a sale to an interested party is in part determined by how well it becomes established globally, outside its home market.
As such in April, 2021 the brand executed its successful sale to Gallo for an undisclosed, but significant, sum. We were honored to have been selected to be a part of RumChata’s small, 3-month transition team.
Jim Beam
Over a 10-year period, Jumpstart Exports helped to build exports for Jim Beam’s International Division. During this time, Jim Beam’s international business grew from a small export department of 20 people to a full international division of over 1,000, with over $450 million in annual sales.
Jim Beam is a true American classic, and the world’s best- 30 selling bourbon. After its humble beginnings in the hills of Kentucky, in 1966 American Brands, a then-Dow 30 Industrials stock, acquired this bourbon whiskey brand. To this day, Jim Beam’s Grandson, Booker Noe, serves as Master Distiller, continuing to hold the family torch high in honor of this multi-generational brand icon.
Old Grand Dad
Old Grand is a premium bourbon whiskey, aged 8 years. For years, it was owned by the National Distillers Company. In 1987, American Brands purchased Old Grand Dad, and began looking for international expansion opportunities.
Jumpstart Exports became involved with it in 1991. Though a secondary expansion priority for Jim Beam International, we succeeded in repackaging it for sale in Japan, and seven other countries in Asia-Pacific and Europe over a 7-year period.
Old Crow
Like Old Grand-Dad, Old Crow bourbon whsikey came from the National Distillers Company. From 1991 to 1998, Jumpstart Exports led the global repositioning of the brand, with a focus on Japan. Within a year of its re-launch in Japan, Old Crow’s ôRolling-Kâ•œ line extension reached a volume of 100,000 extremely profitable cases.
Ronrico Rum
Ronrico Rum was another National Distillers gem with hidden opportunities. As the US’s #2-selling Caribbean Rum, Jumpstart Exports’ consumer research revealed that Ronrico’s taste was actually preferred to Bacardi’s on a blind basis. In addition, its Caribbean roots were poorly understood. After re-launching the brand in a priority list of 10 countries, we brought representatives from these countries together in Cancun, Mexico in 1997 for the ôEXITOâ•œ conference, a forum for attendees to review their local strategies and practices.
Pusser’s Rum
Pusser’s Rum is the official Rum of the (British) Royal Navy. The name comes from the ôPurserâ•œ who was the victualler (dispenser) of the official tot (drink) of Royal Navy Rum on board ships in past centuries. After its purchase by Jim Beam Brands (now Beam Suntory) in the 90s, Jumpstart Exports built its global sales through its usual marketing recipe: understand consumers’ reasons for purchase, and deliver a communications message to support their needs.
The brand remains today the only official rum of the Royal Navy, even if with changing times, the tot is no longer disbursed on Navy ships.
After Shock
After Shock was a highly disruptive and controversial brand during the late 90s, when Jumpstart Exports took on its global expansion. After significant adaptations to the bottle and the formulation to comply with local regulations, Jumpstart and its teams launched the brand into 14 countries in less than a year, creating annual sales of $2MM. Today, After Shock is one of the largest specialty liqueurs in some of its original priority markets, such as the UK, and widely available online, such as through the Drink Shop.
Whyte and Mackay
Founded in 1844 by James Whyte and Charles Mackay, Whyte and Mackay has perhaps Scotland’s most international company. Over the past 35 years, it has been under British, American, Indian and most recently, Philippines ownership when purchased by Emperador in July, 2014.
Whyte & Mackay Special Reserve
Whyte & Mackay Special Reserve has been the second fastest-growing Scotch Whisky worldwide. In early 1996, Jumpstart Exports led the merger between Jim Beam International and Whyte & Mackay’s marketing organizations, as well as the re-launch of the then-underperforming portfolio. This helped to turn around Whyte & Mackay company results from declines to increases in operating earnings.
Our teams repackaged the Whyte & Mackay Special Reserve flagship after consumer research, the brand’s price point was raised, and an entirely new and disruptive communications program was developed.
The Isle of Jura
The Isle of Jura is the third fastest-growing Malt Whisky worldwide. Over a period of 3 years, Jumpstart Exports’ teams repackaged the brand and began to introduce it selectively into countries new to the brand, through the existing Jim Beam distribution network.
Dalmore
Dalmore is the second-fastest growing malt whisky worldwide, and the most exclusive Highland Malt. Over a period of 3 years, Jumpstart Exports executed a strategy similar to Isle of Jura’s û evolve the brand to be more upscale, improve its brand communication, and make its distribution more selective across a wider selection of countries.
Bruichladdich
Since its creation in 1881, the Bruichladdich distillery has had a chequered, almost fated life. Family feuds, recessions, deception and world wars nearly brought down the distillery to its knees. Its surviving spirit is a testament to the rugged individualist Scots culture of the region. Bruichladdich Malt was the third leg of Jumpstart Exports’ Malt restage, taking it to the next level on the global scene
