MONARQ Group’s portfolio of premium spirits and wines continues to evolve with the times, combining a mix of globally-known powerhouse brands and trending brands that connect with millennials and Generation Z.
“MONARQ always strives to update and upgrade its portfolio, not necessarily expand, which also resulted in us releasing some brands, especially in the shrinking standard gin category, where we see a shift to more unique premium brands,” Robert de Monchy, MONARQ Group founder tells TMI.
But MONARQ has added strength to its whisky offering from traditional locations like Scotland and the United States, while also distributing brands from the “new world” of whisky.
“MONARQ has actively expanded its whisky portfolio by adding premium single malt brands from Scotland including The Glenturret, Benriach, Isle of Raasay, The GlenAllachie and Ardnahoe. From the new world, we have extended our agreement with Nikka Whisky to the Caribbean, and are introducing Kavalan from Taiwan,” says de Monchy.
MONARQ’s spirits portfolio has grown in the vodka category through the addition of Nemiroff Vodka and the expansion of its partnership with Finlandia Vodka. The regional import, distribution and marketing group has also added Madre Mezcal to the mix, as well as Diplomatico Rum and Gin Mare, recent acquisitions from client Brown-Forman.
“We have also had some exciting brand extensions particularly with the Jack Daniel’s brand range which now includes new offerings for Caribbean travel retail, such as Jack Daniel’s Single Malt, the Bonded Series, and new Travelers editions,” says Geoffrey Markle, Regional Director. MONARQ also expanded its partnership with Bollinger Champagne, becoming the exclusive supplier in the US Duty Free channel.
Hot Trending Categories that connect with the next generation
The MONARQ portfolio has also been adding key brands in the RTD and low and no-alcohol categories. According to IWSR, the global RTD category will continue to expand its share of total beverage alcohol (TBA) over the next few years.
“Since Covid, the beverage industry has been evolving at a fast pace, with RTD’s seeing explosive growth due to demand for convenience, variety, and health-conscious options. Hard seltzers, spirit- and wine based RTDs, including non-carbonated options, especially popular with Millennials and Gen-Z, are thriving, with brands like White Claw, Surfside and BeatBox leading through bold flavors and social media marketing,” says Garrett Koolman, International Marketing Manager.
“The launch of BeatBox Party Punch and Surfside strengthens our presence in the RTD space, perfectly aligning with Gen Z and Millennials. BeatBox’s bold flavors and vibrant branding make it a go-to for high-energy social events, while Surfside’s profile is ideal for more relaxed occasions. On the other hand, White Claw Hard Seltzer caters to a different crowd—health-conscious young adults who enjoy flavorful, low-calorie options and want to balance partying with an active lifestyle.”
Koolman points out that these brands thrive on experiential marketing and digital engagement, building organic buzz through festivals, influencer collaborations, and social media.
“By expanding our RTD portfolio, we stay connected with younger consumers, evolving with their drinking habits and solidifying our place in this rapidly growing market.”
The low and no-alcohol trend is also on the rise, says Koolman, driven by mindful drinking and healthier lifestyles.
“Lyre’s leads the way with non-alcoholic spirits that replicate the complexity of traditional liquors, offering a sophisticated alternative for cocktail lovers.”
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Established Portfolio
These new brand additions join a portfolio of brands that is already booming throughout the Americas, Markle tells TMI.
“Our portfolio of premium brands, like the Brown-Forman portfolio, AIX Rosé, Villa Sandi Prosecco, Luxardo Liqueurs, Fernet Branca, and our premium sake brands Heavensake and Soto, continue to thrive across the Caribbean and Latin America. AIX Rosé has established itself as a top choice in high-end resorts and beach clubs, capturing the region’s appreciation for elegant and refreshing wines. Villa Sandi Prosecco has gained strong traction in the on-trade, particularly within luxury hospitality and fine dining, where its crisp and vibrant profile resonates with discerning consumers. Luxardo Liqueurs, with their rich heritage and versatility, have become a staple in craft cocktail programs, enhancing the region’s growing mixology scene. Meanwhile, our premium sake selection is introducing a sophisticated new category to emerging markets, attracting both connoisseurs and adventurous consumers seeking unique drinking experiences.
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Cruise experience is key
The cruise channel is a strategic spearhead for MONARQ, which makes sure it tailors its business and product selection to fit the unique needs of each cruise line.
“Some brands that have really taken off across multiple cruise lines include Licor 43, especially with the Carajillo cocktail and its two newest flavors, Crème Brulé, and Chocolate. Gosling’s Rum and Gosling’s Ginger Beer are also showing a strong performance, thanks to expanding listings and the ever-popular Dark & Stormy and Mule cocktails. Meanwhile, Asahi Super Dry keeps growing at an incredible pace on board the ships.”
While Cruise retail is a key part of the business, Danielle Glazier, Director USA DF, says that creating immersive brand experiences onboard the ships is imperative to connecting with these cruise passengers.
“A great example of this is our recent launch of an exclusive Uncle Nearest Tennessee Whiskey tasting and show aboard Royal Caribbean’s Utopia of the Seas as part of their Royal Railway experience. It’s about bringing brands to life in a way that truly enhances the guest experience.”
High-profile activations throughout the Americas
Last year MONARQ featured its brands in high-profile successful activations across the different channels in the region, successfully connecting travelers and consumers with leading spirits in engaging and memorable ways, says Glazier.
At the DFS store in JFK, it showcased Condesa Gin with an eye-catching display, introducing travelers to the unique botanicals and craftsmanship of this premium Mexican Craft Gin.
“In LA, we elevated Tomatin Highland Single Malt with an exclusive VIP tasting experience at the Masters of Wines and Spirits, catering to discerning whisky enthusiasts, where some very rare expressions were tasted, amongst them some aged single malts ranging from 30-year-old up to 50-year-old.”
This was followed by a successful gala where some very rare bottles of ultra-premium single malt from the Tomatin collection were available for sale.
Matsui Japanese Whisky is now available in Avolta’s Dufry stores across Latin America, the United States and several Caribbean markets.
“On Virgin Voyages, we engaged guests with a Shot for Shot activation featuring Uncle Nearest Tennessee Whiskey, while across multiple Caribbean islands, we launched the Jack Daniel’s Frozen Drink Program, bringing refreshing frozen variations of the classic Jack&Coke, Jack Honey & Lemonade and Jack Apple & Cranberry served in tropical settings.”
With its portfolio of established brands along with its new additions, MONARQ is set up for whatever comes next, say de Monchy.
Bringing in top talent for future growth
“Over the past year, we’ve made some exciting changes, not just in where we work, but how we work. Alongside our move to a new office space, we’ve been focused on strengthening our team across all departments. Growing our workforce wasn’t just about adding numbers; it was about bringing in the right people to help us scale operations, increase efficiency, and create even more value for our partners. By expanding our team with top talent across different functions, we’ve boosted our capabilities and improved collaboration across the board. This means smoother processes, fresh perspectives, and a stronger foundation for long-term success.
“These strategic investments aren’t just about today, they’re about ensuring we’re prepared for what is ahead for MONARQ, ready to adapt, and positioned to keep growing. Through it all, we’re committed to maintaining a culture that values excellence, teamwork, diversity, and a forward-thinking approach to our industry.”
