The Latin American market continues to demonstrate strong momentum for MONARQ Group, particularly within beer as well as the premium and super-premium spirits segments.
MONARQ Regional Director Latin America Conrado Perez tells TMI that MONARQ’s portfolio benefits from a strong balance between established volume drivers and emerging premium innovations.
“Heineken and Peroni continue to provide a reliable foundation of volume across multiple markets, supporting our partners’ core business. At the same time, innovation-led brands such as Cream Heroes, Licor 43 and our World Single Malts portfolio, as well as more established brands like Bollinger Champagne, are resonating strongly with consumers seeking differentiated experiences,” says Perez.
At airport travel retail, consumers across the region are increasingly innovation-driven, with a growing appetite for new flavor profiles, limited editions, travel retail exclusives and distinctive packaging formats, Nicole Williams, MONARQ International Marketing Director tells TMI.
“This shift is creating meaningful opportunities for brands that can deliver both quality and novelty. MONARQ has consistently positioned itself at the forefront of this trend, bringing market leading innovations to our partners and ensuring our portfolio remains both relevant and aspirational,” says Williams.
MONARQ is purposely positioning its brands at the point of sale with standout activations designed to catch the shoppers’ eyes.
“We have executed a number of high impact activations that strengthen both brand visibility and consumer engagement. Notably, our Heineken UEFA Champions League activations with key partners have proven highly effective in driving awareness and on-premise engagement. In parallel, we have implemented sampling programs for brands like Finlandia, Limoncello di Capri and Cream Heroes, allowing consumers to experience the products firsthand, an approach that has been instrumental in accelerating trial and conversion across key markets,” says Perez.
MONARQ is actively expanding its footprint across the region through both new brand introductions and strengthened partnerships with key distributors and retail operators.
“Recent listings reflect a deliberate focus on premiumization and innovation, ensuring that our partners have access to a curated portfolio that meets evolving consumer demands,” says Perez. “This includes both established global brands entering new markets and innovative products that bring differentiation to increasingly competitive retail environments.”
With recent openings along the border and in airports, MONARQ is taking advantage of new opportunities in the region.
“The expansion of border retail and airport channels presents a significant growth opportunity, and MONARQ is moving decisively to capitalize on it. We are frequently visiting these locations, working with the local teams, reinforcing our position as a strategic partner by offering a well-balance portfolio that combines high-volume anchors with disruptive, innovation-led products, ranging from RTDs to premium sake. By aligning closely with new retail operators, we ensure our brands are prominently tailored to the travel retail consumer, ultimately driving both visibility and conversion at point of sale,” says Perez.
