Brown-Forman and Monarq ink distribution deal

Jack Daniel’s owner Brown-Forman has entered into a distribution partnership with the Monarq Group to represent the US company’s portfolio in 16 Caribbean markets.

Founded in 2006, the Monarq Group is an independent regional import, distribution and marketing company, focused on the premium segments. The firm operates in Latin America, the domestic and duty-free markets in the Caribbean and US travel retail.

Carlos Diaz, director and general manager – Latin America and Caribbean for Brown-Forman, said: “We are enthused to welcome Monarq to the Brown-Forman family and look forward to working closely together to continue to grow our brands in these important Caribbean markets.

“Given the importance of the territory we took time selecting our partner. We are confident we have found a like-minded and ambitious company to take advantage of the opportunity to develop our brands, which are enjoying rapid growth across all key global spirits markets.”

Robert de Monchy, founder and CEO of Monarq Group, added: “The Brown-Forman brands are a great addition to our portfolio of leading premium alcoholic beverage brands.

“Internationally, the key brands, such as Jack Daniel’s, Woodford Reserve, and Herradura are showing tremendous organic growth and the brand extensions are innovative and successful. This coincides perfectly well with our corporate philosophy of building premium and innovative drinks brands in the region.

“We are looking forward to working closely with the Brown-Forman team and outperforming our mutual expectations.”

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