Brown-Forman follows Bacardi in Monarq distribution tie-up in Caribbean | Beverage Industry News


Brown-Forman has farmed out its distribution operations in a raft of Caribbean markets to Monarq Group.

Brown-Forman brands including Jack Daniels will be distributed across the Caribbean by Monarq Group

Brown-Forman brands including Jack Daniel’s will be distributed across the Caribbean by Monarq Group

The two companies confirmed today that Monarq has already started handling Brown-Forman’s full portfolio across 16 markets in the region. When contacted by just-drinks, a spokesperson for Monarq said the group is covering “the majority of the Caribbean islands, such as Barbados, Cayman Islands, Martinique, Guadeloupe, Bermuda, Curacao and Aruba”.

Brown-Forman had previously dealt with Caribbean distribution in-house, switching to Monarq on 1 July.

“We … look forward to working closely together to continue to grow our brands in these important Caribbean markets,” said Carlos Diaz, Brown-Forman’s director & GM for Latin America & Caribbean. “Given the importance of the territory, we took time selecting our partner.

“We are confident we have found a like-minded … company to take advantage of the opportunity to develop our brands, which are enjoying rapid growth across all key global spirits markets.”

Five years ago, Monarq took over the distribution and “marketing execution” duties for Bacardi’s Baron Otard Cognac, B&B and Benedictine, Cazadores and Corzo Tequilas, Eristoff vodka, Noilly Prat vermouth and Oxley gin brands in the Caribbean. Monarq also serves the GTR channel in the region for the Bacardi brands.

Headquartered in the Netherlands, Monarq, which was set up in 2006, has a regional office and warehousing in Miami as well as a commercial and marketing office in Mexico City.

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