Spanish wine and spirits producer Familia Torres has appointed Monarq Group as the exclusive distributor for Torres Brandy and El Gobernador Pisco across the Caribbean and Latin America.
Monarq international marketing manager Garrett Koolman told Just Drinks that prior to the agreement, Familia Torres managed the distribution of Torres Brandy and Pisco El Gobernador in these markets.
In a statement, Familia Torres global spirits managing director Christian Visalli said the agreement will “strengthen” the company’s presence in Caribbean and Latin America.
Visalli added that “Monarq’s track record, market expertise, extensive network, and brandbuilding capabilities make them an ideal partner to accelerate growth in this dynamic region.”
Torres Brandy is produced in Penedès, Barcelona, while El Gobernador Pisco is made in the Limarí Valley in northern Chile.
Monarq Group CEO Robert de Monchy described both brands as having “a rich heritage, premium positioning, and strong appeal in markets where consumers increasingly value authenticity, high quality, and craftsmanship.”
Koolman added that Torres Brandy and Pisco El Gobernador already have a presence in several Latin American markets, though their presence in the Caribbean has been “limited”.
“With Pisco El Gobernador, we will be focusing primarily in the on-trade, given the demand for Pisco Sours in this channel, whereas for Torres Brandy the focus is in both on- and off-premise,” he said.
Pointing to priority markets for brand growth, Koolman highlighted Latin America, including Colombia. Meanwhile, Pisco El Gobernador’s distribution will target regions “with a well-developed on-trade scene”.
Monarq operates in the domestic and duty-free markets of Latin America and the Caribbean, as well as the US in duty-free.
The company is headquartered in the Netherlands with regional offices and warehousing in Miami, Mexico City, St Maarten, and Santiago, Chile.
Founded in 1870 in Vilafranca del Penedès, Catalonia, Familia Torres has vineyards and wineries across several regions in Spain.
Its Juan Torres Master Distillers division has been producing distilled spirits for nearly a century.
Last April, the group expanded into the whisky market by developing its own blended Scotch under the Liathmor brand, initially launching in Spain, Canada, Mexico, and the Baltic countries.
The company’s spirits brand portfolio also includes Magdala, an orange liqueur, and Casals, known for artisanal spirits crafted using traditional techniques.
