Page 50 - IAADFS 2022 hi-res

INSIDER

Diversified product categories and customer base leads
MONARQ Group from strength to strength

MONARQ Group strengthened
its growing portfolio and focused on its
core consumer groups to once again have
its best year ever last year, MONARQ
Managing Director Robert de Monchy tells
TMI.
“We are still in what seems to be the
aftermath of the pandemic but 2021 was
our best year ever and 2022 is following
the same trend,” he says.
De Monchy says that by supplying
both domestic and duty free markets, as
well as not focusing on one single category,
MONARQ has been able to maintain Robert de Monchy
growth.
“Duty Free retail and cruise have adding to the power of the portfolio. running for the new cruise season, starting
indeed been particularly challenging during “During 2021 and 2022, we have this October / November.”
2020 and 2021. Fortunately, MONARQ strengthened our portfolio with a number of After two years without an Americas
Group is supplying both duty free and new prestigious premium brands such as a trade show, MONARQ is looking forward
domestic channels in the Americas with the part of the Pernod-Ricard portfolio, namely to seeing its friends at the Summit in Palm
exception of domestic USA and Canada. Lillet, Del Maguey and Malfy Gin as well Beach.
Moreover, we don’t depend on a specific as Bollinger Champagne, Barbancourt “We highly value the personal touch,
category as we are supplying spirits, wines, Rhum, Don Papa and, most recently, Uncle welcoming of our friends and meeting
beer and a number of related non-alcoholic Nearest American Whiskey. Furthermore, potential new customers at our booth to
beverages. Working in this part of the the launch of Jack Daniel’s Apple has been present them our portfolio, including our
world has taught us to spread our business very successful.” new brands. We value the Summit of the
over different categories and channels, MONARQ will be offering special Americas and IAADFS organization and
while maintain our focus in beverages,” he pack promos for a number of its brands, have continuously supported both over the
says. such as Jack Daniel’s, Licor 43, Bollinger, past 15 years. On the other hand, the world
“Over the past 15 years we have seen Barbancourt and Molinari. is changing rapidly and both visitor - and
it all, from natural disasters, pandemics, “Furthermore, we are putting special exhibitor numbers have unfortunately been
to political, social, economic, financial focus and additional resources on U.S. decreasing constantly in previous years. We
and humanitarian crises. Our strategy and travel retail, including the cruise business, will be making a critical analysis after this
business have fortunately proven rock which is predicted to be largely up and year’s show with regards to the future.”
solid. Today, we see growth in basically
all main categories and spread over all
channels. Some categories are excelling,
such as rosé - and sparkling wine /
champagne, beer, RTD’s and premium
spirits, especially tequila and whisk(e)y /
bourbon. Premium rum has finally started
to gain serious traction as well.”
MONARQ has also been targeting
Millennials and Generation Z, which have
become core consumer groups.
“These age groups have different
interests, buying patterns and preferences.
The market and its supply chain is
changing due to the strong growth of social
media, e-commerce and hybrid distribution
models, targeting and servicing these new
generations. We are working on a number
of exciting projects meeting these new
demands.”
MONARQ added strong brands in
multiple categories during the pandemic,

Summit of the Americas April 2022 50
For distribution information, please visit MONARQ in suite 1H at Summit of the Americas