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