US. Brown-Forman and Monarq Group have entered into a regional distribution partnership, effective 1 July.
The new agreement will see Monarq represent the Brown-Forman portfolio of alcohol brands across 16 Caribbean markets.
Speaking about the agreement Brown-Forman Director & General Manager – Latin America & Caribbean Carlos Diaz 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.”
Monarq Group CEO Robert de Monchy enthused about adding the Brown-Forman brands to Monarq’s portfolio.
He said: “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.”
