Monarq Group and Good Boy Vodka team up on duty-free distribution deal
MONARQ Group and Good Boy Vodka have formed a strategic partnership for the distribution and development of Good Boy Vodka across the Caribbean, Central and South America, as well as Mexico and US duty-free, including the cruise channel.
The partnership brings together MONARQ Group’s extensive regional distribution network and market expertise with the fast-growing ready-to-drink (RTD) brand.
Good Boy Vodka will be launched with an ‘aggressive, high-volume, consumer-driven strategy focused on achieving widespread distribution’, according to MONARQ.
The rollout will target cruise ships as well as chain and independent retailers, convenience and grocery stores, liquor stores, bars, restaurants, hotels and resorts, golf and entertainment venues and e-commerce.
Strong distributor execution, impactful displays, sampling and high visibility consumer activations will support rapid trial, availability and brand awareness throughout the territory.
“We are excited to welcome Good Boy Vodka to the MONARQ portfolio,” said Robert de Monchy, CEO of MONARQ Group .
“Good Boy brings together everything we look for in a modern growth brand: a strong product proposition, authentic personality, powerful consumer partnerships and a purpose that extends beyond the product.
“The brand is exceptionally well suited to the Caribbean and Latin America, where sports, boating and outdoor occasions create natural opportunities for discovery and engagement.
“We look forward to working closely with Alex and the Good Boy team to build a meaningful, long-term presence throughout our markets.”
Founded by Alex Pratt, Good Boy Vodka has built its following around premium vodka and approachable, flavour-forward RTD cocktails.
The portfolio includes the official John Daly Cocktails, a line of non-carbonated vodka iced tea and lemonade cocktails made with natural tea and fruit juice, along with Good Boy Vodka Lemonades, Vodka Golf Cocktails, their new Good Boy Vodka LYTEs, and additional RTD offerings.
“Good Boy has always been about more than putting another drink on the shelf,” said Alex Pratt, Founder and CEO of Good Boy Vodka.
“We want to build a brand people genuinely want to be part of – one that fits the way they live, travel, celebrate and spend time together, while doing some good along the way.
“The Caribbean and Latin America are a natural fit for Good Boy, from resorts and beaches to boats, golf courses, restaurants, nightlife and cruise ships.
“MONARQ understands these markets, understands how to build brands, and shares our ambition to make Good Boy a meaningful part of the experience for consumers throughout the region. This is a major step in taking Good Boy from a fast-growing US brand to a global one.”
Good Boy and Monarq will work with local distribution partners and customers to build the brand market by market, with programming tailored to the unique retail, hospitality, tourism and consumer landscape of each country and island.
At the heart of Good Boy is its purpose platform, Every Pour Helps a Pup which sees the company, through the Good Boy Foundation, support rescue dogs, military K9s, veterans and organisations making a meaningful impact in their communities.
