Brown-Forman, the owner of Tennessee whiskey brand Jack Daniel’s, has signed an agreement with Monarq Group for distribution of its products in Caribbean markets.

Monarq was established in 2006 and is involved in the import and distribution of premium beverage products in the market.

Brown-Forman Latin America and Caribbean director and general manager Carlos Diaz told media sources: “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.

“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.”

As part of the deal, Monarq will be responsible for the distribution of Brown-Forman’s product portfolio across 16 markets in the Caribbean region.

The company currently operates in the Latin American region and covers domestic and duty-free markets in the Caribbean. It has also established its presence in the US travel retail segment.

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

Do you see impact on recruitment in your company due to COVID-19 pandemic?

View Results

Loading ... Loading ...

“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.”

Last month, Brown-Forman and Bacardi agreed to terminate their distribution alliance in the UK after working together for 17 years.

The two companies entered into a partnership in 2002 and have been using the Bacardi sales team and logistics operation since then under the banner of Bacardi Brown-Forman Brands.