Description
An extraordinary tale that starts with a home kitchen recipe and ends with the multi-million-dollar sale of a world-famous liquor company – and everything in between
In Tastes Like Money, veteran liquor industry leader and founder of RumChata – the clever kitchen experiment that became a global phenomena – Tom Maas, delivers a first-hand story that exposes the behind-the-scenes battles, trademark wars, crises, and triumphs that built a world-famous product.
The book begins with the day Maas was unceremoniously and unexpectedly dismissed from his role as Vice President of Marketing and Sales at Jim Beam at age 49. From there, the author details the ups and downs of what would turn out to be his true calling: the creation of a drink called RumChata. Tastes Like Money draws generalizable lessons from Maas’ wild ride: about passionate selling, brand protection, and the critical importance of never compromising on quality or cutting corners just to make a quick buck.
In the book, you’ll also find:
- Specific strategies for building distributor relationships without the benefit of a huge corporate war chest
- How to compete against industry titans when you’ve got a target on your back
- A detailed, unvarnished memoir of from-scratch ingenuity from an entrepreneur who pulled out all the stops in the pursuit of his dream
Perfect for aspiring entrepreneurs seeking inspiration and guidance as they navigate their own business journeys, Tastes Like Money is a gripping and instructive story about ambition, resilience – and a little bit of luck. It’s a must-read for everyone interested in how a global brand got built from scratch and what it took to make it happen.
Table of Contents
Chapter 1 Sometimes Shit Just Happens 1
Chapter 2 Growing Up 5
Chapter 3 Learning the Business 13
Chapter 4 The Beam Years 39
Chapter 5 Transition 61
Chapter 6 We're Going to Do This Ourselves 69
Chapter 7 Putting It All Together 77
Chapter 8 This Actually Might Work Out 83
Chapter 9 Economic Reality 89
Chapter 10 Show Me the Money 93
Chapter 11 Creating the Base of a Brand 97
Chapter 12 Let's Add Fuel to the Fire 103
Chapter 13 Things Keep Happening 113
Chapter 14 Protecting Our Turf 117
Chapter 15 An Astounding Number 123
Chapter 16 Explosion 127
Chapter 17 Building the Illusion 145
Chapter 18 Success Draws Lots of Attention 153
Chapter 19 Protecting Our Future 157
Chapter 20 Greater Illusions 163
Chapter 21 Keeping the Business Growing 171
Chapter 22 Managing for Growth 179
Chapter 23 The Battle Continues 187
Chapter 24 Wind at Our Backs 193
Chapter 25 COVID Explosion 197
Chapter 26 The Sale 205
Chapter 27 What's Next 209
Epilogue 213
Acknowledgments 217
About the Author 219
Index 221
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