Page 74 - IAADFS World Summit 2025 Special Issue_Neat

INSIDER

The King of Reach by B&S global team - pictured together at the 2024 Summit of the Americas
King of Reach by B&S strengthens brand partnerships portfolio for

targeted Americas growth

King of Reach, part of B&S retail market, enhancing experiences for distribution partner. Customers are able to
Group, has announced new spirits and travelers across the Americas, anytime, order anytime and anywhere on its platform
confectionery brand partnerships in the anywhere,” he says. www.kingofreach.com. The King of Reach
duty free and travel retail markets in the “Alongside brand owners, we aim B2B customer platform is a multi-category
Americas. to grow the business together at the retail one stop shop that offers an extensive
In 2025, King of Reach is partnering level. King of Reach is able to constantly product selection across categories,
with Suntory Global Spirits, Storck, do this, by combining our understanding simplifying orders and making life easier
and Cloetta to target development in the of customer needs, our sophisticated data for customers as there is no minimum order
duty free and travel retail channels in the analytics tools and applying best practices quantity.
Americas. These new additions join the provided by our multi-category strategic The company also offers marketing
company’s successful partnerships across brand owners,” adds Tijn Oomens, Head of solutions and local support through its
the Americas with Mars Wrigley, Haribo, Americas GTR. brand ambassadors who actively support
and Mark Anthony Brands International King of Reach will be supporting all brands’ ‘feet on the street’. Additionally,
for the White Claw, Bearface, and its brand partners in 2025 via high-profile King of Reach provides planograms, shelf
Glendalough spirits brands. promotions, activations, tastings, and staff optimization, and engaging promotions for
Signaling the company’s commitment training executed by its brand ambassadors its client brands.
to the region, it recently opened a LATAM in key LATAM and U.S. locations. King of Reach will be exhibiting
HQ in Montevideo, Uruguay and added King of Reach says its customer at the Summit of the Americas at stand
to its sales team and brand ambassadors service principles set it apart from its number 307. Customers have the chance to
to better service its brand partners competitors and makes it the leading global win $2,000 off their first order.
here. According to the company, this
development has helped King of Reach
become the preferred distribution partner
for Suntory Global Spirits in parts of
LATAM.
The Americas represents an exciting
expansion region for King of Reach and
its brand partners in 2025, says Joris
Broekmans, Global GTR Director.
“We anticipate fast-growing business
results due to an expanded regional team
with powerful new and existing brand
partnerships on board this year. The goal
of the team is to make premium, multi-
category products effortlessly accessible Joris Broekmans, Global GTR Director (L) with Tijn
for our partners in the duty free and travel Oomens, Head of Americas (R).

Summit of the Americas March 2025 74