Page 78 - IAADFS Summit of the Americas 2024 Special Edition

INSIDER

Cruise listings, premium activations, highlight MONARQ’s regional power

With an impressive portfolio of menu for 2024. Also, the ‘Carajillo,’ made
top-name brands, MONARQ Group’s with Licor 43 and espresso, has seen
investment in its team and office has paid strong growth over the last year and into
off as the independent distributor and 2024, especially on Norwegian Cruise
marketer of premium alcoholic beverages Line. We created a special menu insert
has become one of the top players in the for NCL, highlighting the Carajillo,”
region. says de Monchy. “We also partnered with
“Despite the political - and socio- Regent of the Seas to create an exclusive
economic challenges in South America Hayman’s Gin tasting experience onboard
and the general destocking at distributor their newest ship Grandeur, highlighting
- and wholesale level, 2023 has been the rich history of Hayman’s, being a great
another strong year for MONARQ,” pairing for Regent of the Seas guests.”
Robert de Monchy, MONARQ Group In the United States, MONARQ has
Founder tells TMI. “We have further taken its partnership with DFS to the next
grown and strengthened our organization level, and will be featuring some of its
and have recently moved into our new high-end whiskies at the first Master of
larger office in Coconut Grove, Miami, to Wine and Spirits event taking place in the
accommodate the short term as well as the country later in the year.
future expansion of the company. These MONARQ featured Condesa Gin at JFK “In partnership with DFS we have
investments are paying off, as the year Terminal 4 with DFS. recently installed a beautiful display of
2024 has started incredibly well, tracking Condesa Gin at JFK Terminal 4 in New
way ahead of last year-to-date.” Fast-growing cruise channel York. We are also a partner in DFS’ Master
MONARQ says that in the aftermath While countries in Latin America of Wine and Spirits event. For the first
of the pandemic, there was a spike in and the Caribbean are dealing with these time, DFS is launching this gala experience
Caribbean tourism in 2022. However, challenges, cruise has gone from strength in the USA, and we have partnered together
macro-economic and political challenges to strength for MONARQ and its brands. to highlight several of our brands, namely
have begun to impact MONARQ’s Cruise was MONARQ’s fastest Tomatin, Benromach and Matsui. We
business in South America. growing channel in 2023 and that have further created an exclusive Tomatin
“Last year, countries like Argentina, momentum has continued into 2024. Master Class for this event, highlighting
Peru and Ecuador have been dealing with “Bermuda’s Gosling’s Rum and extremely rare qualities such as Tomatin
serious political - and social-economic Ginger Beer have been very successful 50-year-old,” says de Monchy.
challenges. Unfortunately, Haiti is currently across the cruise lines due to the popular In Latin America, MONARQ has had
going through very turbulent times, which ‘Dark and Stormy.’ We have tapped into wins for its brands with London Supply.
we follow closely because of our brand some strong growth opportunities with “We are experiencing a continued
partners at Barbancourt Rhum,” says de this brand. For example, Carnival Cruise long-term success with the frozen
Monchy. Line listed the Dark and Stormy on their Limoncello di Capri activation at
London Supply in Iguazu. Early January,
MONARQ was a proud sponsor again of
the London Supply golf charity event with
Heineken and Drumshanbo Gunpowder
Gin.”

New brands
MONARQ’s portfolio continues to
grow and evolve as it adds new brands.
“We are proud to have further
strengthened our (world) whisky portfolio
with renowned premium international
brands such as Nikka from Japan, Kavalan
from Taiwan and The GlenAllachie and
The Glenturret from Scotland.
“Our partner Brown-Forman has
recently acquired Diplomatico rum, which
we are currently launching throughout
MONARQ Group and Scottish distillery, The Glenturret, announced that they have the territory. Moreover, we recently
formed a strategic distribution partnership for the Caribbean and Latin America. launched White Claw Hard Seltzer in the
Caribbean.”

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