Page 38 - Special Issue Asutil Conference 2025

INSIDER

Juan Gentile’s DISC targets all consumer segments in diverse Caribbean

After adding a mix of global DISC brands in different price segments
powerhouse spirits and niche products in and categories that allows the company
growing categories over the past couple to reach more people throughout the very
of years, Distribution Spirits Company’s diverse islands of the Caribbean.
(DISC) portfolio of premium wines and “After a few years building the
spirits is well-equipped to attract all distribution and focusing on Macallan,
consumer segments in the Caribbean and we were approached by Ian Macleod to
duty free sectors where it operates, Juan support the expansion of their gin. We
Gentile tells TMI. started in the Caribbean. And a couple
Gentile, who created DISC in 2021 of months later, we started to expand
after almost 20 years with Edrington to the duty free market. We represent
most recently as Senior Vice President, the Ian Macleod portfolio, not only for
Managing Director Americas Travel Edinburgh gin, but also the whiskeys –
Retail at Edrington Americas, founded his Glengoyne, Tamdhu and Rosebank -- in
company to build premium brands in the all the Americas from the border of U.S.
Caribbean. and Canada all the way down to Tiera del
“We started DISC focusing on Fuego.”
the Caribbean with premium and super “Then Sazerac came onboard. Sazerac
premium brands. We began to really complements our premium whiskey offers,
penetrate the market with Macallan, not but also brings a set of standard brands that DISC successsully launched Edinburgh Gin at
only gaining distribution, but quality caters to other segments of the Caribbean. Bermuda Airport.
distribution. We want to be in the right Sazerac has brought more opportunities to
outlets, in the right hotels, with the right target this middle class with their portfolio, “We added a premium tequila, as well
activations,” he says. “Brugal is also one of with Fireball,” says Gentile. as premium Irish whiskeys,” says Gentile.
our key brands in the hotels.” Last April, Amber Beverage Group “DISC now has a comprehensive portfolio
“Another important channel was the (ABG) and DISC extended their strategic for duty free, that includes gins, as well
private yachts, especially for the prestige partnership to include the exclusive as very popular single malts, tequilas, and
brands like Macallan. We were able to distribution of ABG’s products in the Irish whiskeys.”
reach a consumer who is not that exposed Americas Duty Free Channel. DISC has DISC has also had success with
to the brand.” been working with the Amber Beverage Ballotin Chocolate Whiskey.
In September 2023, Ian Macleod Brands in the Caribbean for the past few “Flavored whiskey is a new category
Distillers (IMD) appointed DISC as its years. that is growing. Ballotin is quite strong
exclusive distribution partner for Americas The addition of Amber’s portfolio, in the U.S., and we are helping them to
Travel Retail. In February 2024, Sazerac which includes KAH Tequila, Rooster Rojo expand both in Caribbean duty free and
Company Inc. and DISC announced Tequila, The Irishman Whiskey, Writers’ Latin America.”
a distribution partnership for select Tears Whiskey, and Moskovskaya Vodka, DISC has partnered with Promo
Caribbean domestic markets. added new categories and new markets to International – a major consumer goods
These additions to the portfolio give DISC’s portfolio, says Gentile. distribution company that has been in the
Caribbean for 30 years -- since Gentile
founded the company. Promo has the
infrastructure and history in the Caribbean
that has allowed DISC to succeed, he says.
“We have resources throughout the
region. And now we are using Promo’s
platform to expand our spirits division,”
says Gentile.
After a few years of adding powerful
brands, Gentile says he is happy with the
DISC portfolio.
“We don’t need new brands now. We
need to keep on working with our current
brand owners. Brands take time to build.
I think we have the right combination of
pull brands versus push brands, and brands
in the super premium and premium price
points, which is where we want to be in
DISC held an exclusive masterclass on Sazerac Bourbon featuring Drew Mayville, Sazerac Master play.”
Blender, in collaboration with its partners, Tortuga Rum Co., in the Cayman Islands.

ASUTIL Special Issue June 2025 38