Monarq Group assumed responsibility for the Bacardi brands at the beginning of this month

Monarq Group assumed responsibility for the Bacardi brands at the beginning of this month

Latin America distributor Monarq Group has begun handling several of Bacardi's spirits brands in the Caribbean.

The company confirmed to just-drinks earlier today (16 July) that it has started distribution and “marketing execution” duties for the Baron Otard Cognac, B&B and Benedictine, Cazadores and Corzo Tequilas, Eristoff vodka, Noilly Prat vermouth and Oxley gin brands across “the majority” of the Caribbean Islands. Monarq will also serve the Travel Retail channel in the region for the brands.

“Monarq has been selected as Bacardi’s partner because of its brand building expertise with such a specific premium portfolio focusing on the region’s on-trade, selected off-trade and Duty Free retail,” said MD Robert de Monchy. “We have the structure, partners, dedication and perseverance to make things happen in this part of the world.”

The tie-up took effect on 1 July. Previously, Bacardi had handled the brands in-house in the region.

Earlier this year, Irish whiskey distiller Teeling Whiskey Co selected Monarq for its portfolio in the Caribbean and US Travel Retail.

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