Hands up who was watching The Apprentice last night on BBC? The teams had to promote awareness of English sparkling wine.
The deal follows an agreement with Illva Disaronno.
Monarq, which was established in 2006 and currently represents brands that include Heineken, Galliano and Cachaca 51, describes the additions as “world-class brands” that will be “complementary” to the group’s existing portfolio.
Owner of Monarq, Robert De Monchy, said: “Disaronno Originale needs no further introduction in this region, although groundwork can be done at consumer level, while Tia Maria’s Jamaican heritage forms an excellent platform for further expansion in the Caribbean.”
Francesco Leccisi, Americas director for Illva Disaronno, sees the distribution agreement with Monarq as particularly advantageous to Tia Maria, which has only recently been acquired from Pernod Ricard.
He said: “Monarq Group has a proven track record in building brands; this is especially important for Tia Maria which has recently changed ownership.
“Monarq will be our one-stop-shop for the region and we are confident that this new partnership will help us create the long term sustainable value we are looking for at Illva Disaronno.”
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