MONARQ Group rounded out its spirits portfolio last year, adding brands and categories the company has never represented before, says MONARQ Managing Director/Owner Robert de Monchy.
“We have added a number of brands from the Bacardi portfolio, such as B&B / Dom Benedictine, Cazadores and Corzo tequila, Baron Otard cognac and Oxley Gin. Furthermore, we strengthened our whisky portfolio with The Arran Single Malt and Lauder’s blended scotch. The latest arrival to our stall is Licor 43, the fastest growing liqueur brand in the world, for which we now cover Central America and Colombia,” he says.
“We have been blessed with another excellent year, in fact this was our best year since I started the company in 2006.”
De Monchy says the Bacardi partnership has been such an immediate success that the companies have expanded the territories MONARQ handles.
“The Bacardi portfolio fits like a glove, because it covers a number of categories we were not present in before. They are all prestigious brands and fit very well with our brand building philosophy and expertise. We work closely with the Bacardi Caribbean team and have created some interesting synergies. I’m pleased to tell you that we have recently extended our partnership to the Central American and Pacto Andino markets.”
MONARQ’s sales have been driven by Heineken, Bols, and Crystal Head Vodka, says de Monchy, although brands throughout MONARQ’s spirits portfolio had a positive year.
“Seagram’s Escapes, Duvel Belgium beer, Ole Smoky Moonshine, Molinari, Zubrowka, Luxardo and the craft beer Magic Hat have performed very well too in 2014.”
MONARQ added a number of new listings in the region, such as Zubrowka Bison Grass Vodka and Jefferson’s Small Batch Whiskey with Shopping China in Paraguay, Pocas port with London Supply and Ole Smoky Moonshine in the arrival store at Grantley Adams International in Barbados.
Despite the excellent year, MONARQ faced challenges in the region, says de Monchy.
“A number of countries in Latin America, such as Venezuela, Ecuador and Argentina have been facing economic, social and political challenges, which affected the business. Recently we are seeing the economic issues in Brazil in the Duty Free border stores of Uruguay.”
