In Tastes Like Money , veteran liquor industry executive and the founder and creator of RumChata, a popular cream liqueur, Tom Maas delivers a no-holds-barred account of how he transformed a homemade horchata recipe into one of the most successful cream liqueur launches in modern spirits history. Drawing on close to fifty years' experience with industry powerhouses like Jim Beam, Jack Daniel's, and Canadian Club, Maas reveals how he bootstrapped RumChata into a billion-dollar phenomenon that generated over $2.5 billion in retail sales across 26 countries. This gripping entrepreneurial memoir takes readers inside the high-stakes world of the spirits industry, exposing trademark wars with billion-dollar competitors, the delicate art of building distributor relationships as the underdog, and the behind-the-scenes battles that determined whether RumChata would succeed or fail. Maas shares the hard-won lessons that fueled his company's success, created the Cinnamon Toast Crunch shot craze, and earned appearances on Jeopardy! and The Big Bang Theory . Along the way, you'll explore the critical importance of passionate selling, unwavering quality standards, and brand protection strategies that turned a long-shot startup into a top five liqueur in the United States. Tastes Like Money is essential reading for aspiring entrepreneurs looking for actionable insights into building a business against impossible odds, spirits industry professionals fascinated by one of the category's greatest David-versus-Goliath success stories, and anyone who believes in the power of perseverance, creativity, and the American Dream. It's a powerful narrative that entertains while it informs, proving that with the right combination of expertise, determination, and a little bit of luck, even your most audacious dreams can become reality.