April 6 2021  |  Spirits & Tobacco

MONARQ’s Social Club increases online engagement

By Laura Shirk

MONARQ’s portfolio has expanded with the introduction of Peroni Libera 0.0% to the region

Heading into Q2 of 2021, MONARQ Group is focusing on its social media presence. The company recently recruited a full-time Digital Marketing and Social Media Expert to enhance its online activity. MONARQ’s primary objective is to develop its Instagram following and increase engagement via this channel. Last year, with social distancing regulations in effect across the domestic and duty free markets in the Americas and the Caribbean, the company started MONARQ’s Social Club. Promoted mainly via Instagram, the online program features a weekly agenda of all the digital initiatives of its brand portfolio and provides access to exclusive masterclasses and live tastings.

“Since the launch of MONARQ’s Social Club, we have grown our following by 170%, our reach by 360% and we have five times more engagement with our audience. The ‘new normal’ and strong engagement with the industry community makes our platform a great tool to pro- mote our brands in a more intimate way,” states Nicoline van Woerkum, Marketing Director, MONARQ Group.

When it comes to day-to-day commercial management of the channel, MONARQ has adopted a tailor-made approach for duty free and travel retail. The company aims to capture the attention of its potential customer at each step of the consumer experience, whether it’s planning a trip, booking a flight or visiting a local supermarket, restaurant or bar. The overall goal: to become part of the shopper’s preferred set of brands before he or she enters the store or e-commerce platform.

Knowing the rapidly increasing importance of innovation, technology and digitalization, MONARQ has been working on the sale of its alcoholic beverages via Amazon in several countries. When asked about the current health & wellness category trend and MONARQ’s RTD options, Robert de Monchy, Managing Director, points out that its portfolio has expanded with a number of innovative line extensions and the introduction of Peroni Libera 0.0% to the region.

Ready to roll out

Having adjusted to the digital sphere throughout the last year, MONARQ will showcase its first digital presentation while in attendance at Summit of the Americas – A Virtual Experience. Leading up to the trade show, MONARQ will pro- mote its participation among visitors via social media and press in order to be top of mind on opening day. Along with featuring a special section to showcase exciting new brands, the group’s digital booth will offer visitors the chance to book a training session with its new recruit to discuss opportunities and challenges that one might face in the digital environment. Following the Summit, MONARQ will participate in various virtual events in the region.

In addition to implementing digital marketing initiatives, MONARQ wants to help its duty free and distribution partners prepare for the lifting of restrictions and the increasing of passenger levels. “We’ll do this by offering them an attractive assortment including unique gift packs and supporting marketing activities to drive sales. All is ready to roll out once the borders re-open and, in the meantime, we’ll make sure our brands are well communicated through our online presence,” adds van Woerkum.

REGION Americas

Brand News

May 30 2023

Mondelez WTR partners with Dubai…

The cookie will roll out with other retailers globally from June

May 30 2023

​Ricola stages live demonstrations…

The activations took place on four consecutive weekends

May 26 2023

FOREO launches at Zhuhai Gongbei…

FOREO has opened its latest travel retail location at Zhuhai Gongbei Arrival Duty Free Shop in Guangdong Province; the expanded…

May 24 2023

​Mondelez WTR and Dufry partner…

The laser-engraved bars featuring iconic British landmarks sold out within two weeks

May 23 2023

Monarq Group and Drink Recess Inc.…

The agreement covers the Caribbean, Latin America and USA duty free

May 23 2023

Rituals relaunches The Ritual of…

The range features a new and improved formulation

May 23 2023

L'Oréal Travel Retail showcases…

The pavilion was divided into three zones and featured 19 beauty brands

May 23 2023

​Molton Brown opens fragrance retail…

The design is a tribute to the brand’s first salon, which opened in London over 50 years ago

May 20 2023

Moroccanoil launches "Airy Moisture"…

Airy Moisture will replace the leading beauty brand's Hydration line in Asia

Copyright 2023 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap