Page 58 - TFWA World Exhibition and Conference 2025

INSIDER

MONARQ Group: high potential premium brands thrive in GTR and cruise
markets

MONARQ Group continues to focus
on deepening and widening its footprint
in existing markets and channels, while
accelerating the growth of high potential
brands through strategic partnerships,
MONARQ CEO Robert de Monchy tells
TMI.
“We keep close to our DNA, whereas
innovation, uniqueness, route-to-market
and speed in execution are key drivers.
As always, we are upbeat about the future
and keep expanding our organization – our
people are key - and business footprint,
while focusing on continuously improving
our services to our partners,” he says.
New high potential, innovative brands
MONARQ has been focusing on Building on the successful collaboration across Latin America and the Caribbean,
expanding its portfolio with high potential, MONARQ extended its partnership with Nikka Japanese whisky portfolio to the U.S.
innovative brands that resonate with Duty Free Cruise Channel.
today’s consumers, says Nicole Williams,
International Marketing Director.
“Recently MONARQ has added are trending throughout the world. “The traditional premium Japanese
several exciting new brands including “In the Americas, consumers are whisky brands are strong performers. In
Surfside, Beatbox, Ardnahoe Islay Single gravitating toward premiumization, this category, we are seeing a shake-out of
Malt, Torres Brandy, El Gobernador Pisco, authenticity, exclusivity and, in certain the fancy ‘me-too’ labels which are now
Copenhagen Sparkling Tea, Madre Mezcal cases, local relevance. Tequila and mezcal slowly disappearing. The gin category has
and Zonin. These additions reflect our are experiencing significant growth. been gravitating away from the classic
commitment to offering a diverse, premium We are seeing renewed interest in aged London Dry towards premium specialty
selection across all categories. We have premium rums, driven by authenticity gins, in many cases from a different
also expanded our partnership with Nikka and aspirational consumption. The scotch origin.”
to include the U.S. cruise-ship channel.” whisky category is somewhat under MONARQ’s portfolio is well
These new brands in the MONARQ pressure, while U.S. whiskies and bourbons positioned to meet these demands, says
portfolio reflect spirits and categories that continue to perform well,” says Williams. Williams.
“Our selection is built to serve our
consumer in the Americas, by being quality
focused, story driven, culturally connected
and on the look-out for the newest exciting
products.”
Several of MONARQ’s premium
spirits are consistently outperforming their
respective categories, says Williams.
“Jack Daniel’s continues to lead
with strong brand recognition and
versatility across formats. Woodford
Reserve is gaining significant traction as
consumer interest in craft and high-end
American whiskey/bourbon continues to
rise; its premium positioning and flavor
complexity make it a standout. Meanwhile,
Herradura and El Jimador are performing
exceptionally well, driven by the ongoing
agave trend. Premium specialty gins, such
as Gin Mare, Malfy, Porcelain, Saigon
Jack Daniel’s continues to lead with strong brand recognition and versatility across Baigur, Drumshanbo, Condesa and St
formats, says MONARQ. George are all seeing strong growth.”

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