King of Reach by B&S focuses on brand partnerships ahead of Summit of Americas
The King of Reach by B&S global team, pictured together at Summit of the Americas 2024
King of Reach by B&S has strengthened its brand partnerships portfolio as it targets further growth in the Americas.
New spirits and confectionery brand partnerships include Suntory Global Spirits, Storck and Cloetta. They will be showcased, along with other brand partners – including Mars Wrigley, Haribo, and Mark Anthony Brands International for the White Claw, Bearface, and Glendalough spirits brands – at next month’s IAADFS Summit of the Americas (on Stand 307) in Miami.
The raft of new and continued partnerships for King of Reach coincides with its investments into the Americas region, as it targets growth to be the preferred distribution partner for duty-free and travel retail customers. Signaling the company’s commitment to the region, it recently opened a LATAM HQ in Montevideo, Uruguay and increased its sales team and brand ambassadors in this location with the sole purpose of servicing its brand partners here. As a result, King of Reach is the preferred distribution partner for Suntory Global Spirits in parts of the LATAM region.
Joris Broekmans, B&S Global Travel Retail Director, said the Americas represents an exciting expansion region for King of Reach and its brand partners in 2025.
“We anticipate fast-growing business results due to an expanded regional team with powerful new and existing brand partnerships on board this year. The goal of the team is to make premium, multi-category products effortlessly accessible for our partners in the duty-free and travel retail market, enhancing experiences for travelers across the Americas, anytime, anywhere,” he said.
Tijn Oomens, Head of Americas GTR, added, “Alongside brand owners, we aim to grow the business together at the retail level. King of Reach is able to constantly do this, by combining our understanding of customer needs, our sophisticated data analytics tools and applying best practices provided by our multi-category strategic brand owners.”
King of Reach will be supporting all its brand partners in 2025 via high-profile promotions, activations, tastings, and staff training executed by its brand ambassadors in key LATAM and US locations.
Preferred distribution partner
King of Reach is known as a leading global distribution partner for its customer service principles that set it apart from competitors:
• Easy 24/7 ordering through the www.kingofreach.com platform
• Multi-category one stop shop: the King of Reach B2B customer platform offers an extensive product selection across categories, simplifying orders and making life easier for customers as there is no minimum order quantity
• Appointed brand distributor: King of Reach officially represents brand owners in the market while fostering mutual growth in partnership with its customers
• Marketing solutions and local support King of Reach brand ambassadors actively support brands’ ‘feet on the street'; towards shops in the region with planograms, shelf optimization and proven engaging promotions for brands like Mars, M&M’s and White Claw
• Seamless container exports.
During the IAADFS event, King of Reach is offering the chance to win US$2,000 off first orders.
