Page 66 - IAADFS World Summit 2025 Special Issue_Neat

INSIDER

MONARQ Group evolves portfolio to connect with next generation

MONARQ Group’s portfolio of Mezcal to the mix, as well as Diplomatico Garrett Koolman, International Marketing
premium spirits and wines continues to Rum and Gin Mare, recent acquisitions Manager.
evolve with the times, combining a mix from client Brown-Forman. “The launch of BeatBox Party Punch
of globally-known powerhouse brands “We have also had some exciting and Surfside strengthens our presence in
and trending brands that connect with brand extensions particularly with the the RTD space, perfectly aligning with
millennials and Generation Z. Jack Daniel’s brand range which now Gen Z and Millennials. BeatBox’s bold
“MONARQ always strives to update includes new offerings for Caribbean travel flavors and vibrant branding make it a
and upgrade its portfolio, not necessarily retail, such as Jack Daniel’s Single Malt, go-to for high-energy social events, while
expand, which also resulted in us releasing the Bonded Series, and new Travelers Surfside’s profile is ideal for more relaxed
some brands, especially in the shrinking editions,” says Geoffrey Markle, Regional occasions. On the other hand, White Claw
standard gin category, where we see a shift Director. MONARQ also expanded its Hard Seltzer caters to a different crowd—
to more unique premium brands,” Robert partnership with Bollinger Champagne, health-conscious young adults who enjoy
de Monchy, MONARQ Group founder tells becoming the exclusive supplier in the US flavorful, low-calorie options and want to
TMI. Duty Free channel. balance partying with an active lifestyle.”
But MONARQ has added strength Koolman points out that these brands
to its whisky offering from traditional Hot Trending Categories that connect thrive on experiential marketing and digital
locations like Scotland and the United with the next generation engagement, building organic buzz through
States, while also distributing brands from The MONARQ portfolio has also been festivals, influencer collaborations, and
the “new world” of whisky. adding key brands in the RTD and low and social media.
“MONARQ has actively expanded its no-alcohol categories. According to IWSR, “By expanding our RTD portfolio, we
whisky portfolio by adding premium single the global RTD category will continue to stay connected with younger consumers,
malt brands from Scotland including The expand its share of total beverage alcohol evolving with their drinking habits and
Glenturret, Benriach, Isle of Raasay, The (TBA) over the next few years. solidifying our place in this rapidly
GlenAllachie and Ardnahoe. From the new “Since Covid, the beverage industry growing market.”
world, we have extended our agreement has been evolving at a fast pace, with The low and no-alcohol trend is
with Nikka Whisky to the Caribbean, and RTD’s seeing explosive growth due to also on the rise, says Koolman, driven by
are introducing Kavalan from Taiwan,” demand for convenience, variety, and mindful drinking and healthier lifestyles.
says de Monchy. health-conscious options. Hard seltzers, “Lyre’s leads the way with non-
MONARQ’s spirits portfolio has spirit- and wine based RTDs, including alcoholic spirits that replicate the
grown in the vodka category through non-carbonated options, especially complexity of traditional liquors, offering
the addition of Nemiroff Vodka and the popular with Millennials and Gen-Z, are a sophisticated alternative for cocktail
expansion of its partnership with Finlandia thriving, with brands like White Claw, lovers.”
Vodka. The regional import, distribution Surfside and BeatBox leading through bold
and marketing group has also added Madre flavors and social media marketing,” says

Geoffrey Markle, MONARQ Regional Director (left) and Danielle Glazier, Director USA DF (right) with David Lahmani, Merchant Manager
(Spirits, Wine, & Tobacco) at DFS Group at the 2024 Masters of Wines and Spirits in Los Angeles.
MONARQ hosted an exclusive VIP tasting experiemce at the DFS event for Tomatin Highland Single Malt featuring highly aged Scotch.

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