King of Reach, part of B&S Group, has announced new spirits and confectionery brand partnerships in the duty free and travel retail markets in the Americas.
In 2025, King of Reach is partnering with Suntory Global Spirits, Storck, and Cloetta to target development in the duty free and travel retail channels in the Americas. These new additions join the company’s successful partnerships across the Americas with Mars Wrigley, Haribo, and Mark Anthony Brands International for the White Claw, Bearface, and Glendalough spirits brands.
Signaling the company’s commitment to the region, it recently opened a LATAM HQ in Montevideo, Uruguay and added to its sales team and brand ambassadors to better service its brand partners here. According to the company, this development has helped King of Reach become the preferred distribution partner for Suntory Global Spirits in parts of LATAM.
The Americas represents an exciting expansion region for King of Reach and its brand partners in 2025, says Joris Broekmans, Global GTR Director.
“We anticipate fast-growing business results due to an expanded regional team with powerful new and existing brand partnerships on board this year. The goal of the team is to make premium, multi-category products effortlessly accessible for our partners in the duty free and travel retail market, enhancing experiences for travelers across the Americas, anytime, anywhere,” he says.
“Alongside brand owners, we aim to grow the business together at the retail level. King of Reach is able to constantly do this, by combining our understanding of customer needs, our sophisticated data analytics tools and applying best practices provided by our multi-category strategic brand owners,” adds Tijn Oomens, Head of Americas GTR.
King of Reach will be supporting all its brand partners in 2025 via high-profile promotions, activations, tastings, and staff training executed by its brand ambassadors in key LATAM and U.S. locations.
King of Reach says its customer service principles set it apart from its competitors and makes it the leading global distribution partner. Customers are able to order anytime and anywhere on its platform www.kingofreach.com. The King of Reach B2B customer platform is a multi-category one stop shop that offers an extensive product selection across categories, simplifying orders and making life easier for customers as there is no minimum order quantity.
The company also offers marketing solutions and local support through its brand ambassadors who actively support brands’ ‘feet on the street’. Additionally, King of Reach provides planograms, shelf optimization, and engaging promotions for its client brands.
King of Reach will be exhibiting at the Summit of the Americas at stand number 307. Customers have the chance to win $2,000 off their first order.
