To drive awareness ahead of the upcoming IAADFS Summit of the Americas (8-11 March), King of Reach, a division of B&S Group, has partnered with The Moodie Davitt Report for a makeover of our desktop homepage, along with an elegantly curated treatment of our mobile website.
The company has strengthened its spirits and confectionery brand partnerships portfolio as part of its targeted expansion strategy in the Americas.
King of Reach will be exhibiting at the show (Stand 307), where visitors can learn more about the company’s portfolio and enter a draw to win US$2,000 off their first order.
As part of its 2025 growth strategy, King of Reach has partnered with Suntory Global Spirits, Storck and Cloetta to develop their respective duty-free and travel retail businesses across the Americas.
In addition, King of Reach will continue to foster strong relationships with Mars Wrigley, Haribo and Mark Anthony Brands International, supporting the White Claw, Bearface and Glendalough spirits brands in the region.
The expansion of brand partnerships coincides with King of Reach’s continued investment in the Americas. It reinforces the company’s ambition to become the preferred distribution partner for duty-free and travel retail customers in the region.
The company recently established its LATAM headquarters in Montevideo, Uruguay, and expanded its local sales and brand ambassador teams to enhance service levels for its brand partners. Notably, King of Reach has been appointed the preferred distribution partner for Suntory Global Spirits in select LATAM markets.
To support its brand partners in 2025, King of Reach will implement high-profile promotional campaigns, activations, product tastings and brand training through its ambassador network in key LATAM and US locations.
Preferred distribution partner
King of Reach offers a variety of customer-centric services designed to streamline operations for retail partners. Key service benefits include:
- 24/7 ordering platform: The company’s digital platform (www.kingofreach.com) provides seamless order placement without geographical or time constraints.
- Multi-category ‘one-stop shop’ portfolio: A comprehensive B2B product selection across multiple categories, with no minimum order quantity, simplifies procurement for retail partners.
- Appointed brand distributor: King of Reach officially represents brand owners in the market, fostering mutual growth through collaborative partnerships.
- Marketing solutions and local support: The company’s brand ambassadors actively support partners with ‘feet on the street’ engagement, in-store merchandising, planograms, shelf optimisation and promotional campaigns for brands such as Mars, M&M’s and White Claw.
- Seamless container exports: King of Reach ensures precision and efficiency in container exports to the Americas, guaranteeing timely and smooth deliveries for its customers.
King of Reach Global GTR Director Joris Broekmans commented: “We anticipate fast-growing business results due to an expanded regional team with powerful new and existing brand partnerships onboard 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 travellers across the Americas, anytime, anywhere.”
King of Reach Head of Americas Global Travel Retail Tijn Oomens 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.” ✈
