Distribution & Regional Management


Domestic Market

MONARQ works with an extensive network of more than 250 of the highest quality importers, distributors and retailers, assuring the best possible distribution for each of our brands. Our distribution partners are carefully selected and share our brand-building philosophy. In the majority of the markets we offer several distributor options, avoiding competitive issues within the distributor’s portfolio. We maintain close day-to-day contact to make sure that the brands are being distributed and marketed in the best possible way.


E-Commerce is growing exponentially throughout the Americas. As more people buy alcohol online, this channel is gradually gaining importance for the distribution of our brands. We are working together with Amazon and Rappi to assure availability of our products online and building our brands on these platforms through targeted marketing initiatives.

Amazon Rappi

Duty Free & Travel Retail

The Duty Free channel typically includes free-trade zones, military, diplomatic services, airports, seaports, cruise ships, cargo/commercial vessels and border stores. We service all the relevant operators in these channels, either directly or in co-operation with specialized local or regional duty free distributors. For many brands, travel retail is an important show window. Therefore, we have adopted a tailor-made approach for this channel, respecting the wishes and requirements of both suppliers and duty free operators.

Cruise Ship Services

The cruise-ship channel is part of the duty free channel but different in nature. Commercially, we call directly upon the main cruise-ship companies, presenting our brands, programming and activating on board the ships. Once listed and on the bid list, we ensure sufficient inventory in our Miami bonded warehouse and logistically service this channel in close co-operation with our shipchandling partners throughout the USA and Latin America.

Regional Management

  • Professional regional management – team of experienced regional managers managing all aspects of the day-to-day business with the distribution network and local trade.
  • Select and maintain top level regional distribution network on a market-by-market and / or channel basis.
  • Main day-to-day contact point for our distributor network.
  • Development of route-to-market strategy.
  • Development of pricing strategy, incl. value chain.
  • Ensuring our brands are top of mind with distributor network.
  • Driving on & off distribution and sales in the markets.
  • Making sure local brand plans are in place and executed accordingly.
  • Secure brand (price) positioning in the markets.
  • Recognize and materialize local opportunities.
  • Analyzing competitive set in the markets.
  • Frequent market visits - distributor meetings as well as local on – off trade accounts.
  • Keeping up-to-date on latest changes re: the trade, legislation, competition etc.
  • Transfer of Best Practices throughout the region.
  • Sales force and trade education, trainings and master classes.
  • Participation & attendance of local - and regional trade shows
  • Organization of brand-owner visits.


  • Professional and experienced international marketing management team.
  • Main contact point for our brand-owners.
  • Fully integrated brand building through marketing driven exercises based on both global brand strategy and local insights/needs.
  • Working closely with Regional Management on day-to-day topics.
  • Development and execution of strategic regional marketing plans.
  • Development and execution of tailor-made marketing plans in key markets.
  • Development of regional pricing strategy by market-type.
  • Implementation of regional marketing activations.
  • Social Media planning and implementation through Instagram, Facebook and LinkedIn. Periodic newsletters to our distributor network with the latest brand developments.
  • Education of distributor - and trade staff through workshops and training.
  • Monitoring brand image and price positioning.
  • Monitoring and management of Advertising & Promotion budgets and POSM.
  • Transfer of Best Practices throughout the region.
  • Tracking and reporting of Key Performance Indicators (KPI’s).
  • Periodic reporting on progress, shipments, depletions and A&P expenses.
  • Participation in local – and regional trade shows such as Summit of the Americas, TFWA, Asutil, Barra Mexico, Anuga, ProWein and BCB.
  • Preparation - and implementation of press releases with our media database.
  • Public Relations: strong relationships with trade press to promote brands in print and online magazines.


Finance & Administration

Our Finance & Administration Department coordinates all financial & administrative services from our Headquarters in The Netherlands

  • Financial one-stop: no credit exposure for suppliers since we invoice our distributor base as a regional supplier
  • MONARQ has an outstanding credit rating with both financial institutions and insurance companies
  • Periodic Sales Reports to brand owners
  • Periodic Account Statements

Customer Support, Logistics & Compliance

All orders are processed by our full-service multilingual Customer Support Department, based in our Headquarters in The Netherlands. Our experienced team consists of people who speak fluent English, Spanish, French, German and Dutch.

  • Professional, pro-active and speedy order processing from start to finish – either from source or our Miami bonded warehouse
  • Constant monitoring of status of orders in process
  • Logistics services; advice on and assistance with logistics, including Freight and Insurances
  • Pragmatic troubleshooting in case of logistic hiccups
  • Miami bonded warehouse service, from which we can supply the region.
  • Compliance with specific market regulations regarding export documentation, labeling, packaging and product.
  • Full service sanitary and other registrations.