Distributor Spotlight: De Monnik, Netherlands
FLOOR ZANDERINK
Head of Brand Management, Spirits
I joined De Monnik Dranken in 2019 as a Junior Brand Manager Spirits shortly after graduating from university. Today, as Head of Brand Management Spirits, I am responsible for our entire import spirits and mixer portfolio. We collaborate with brands from more than 20 countries — from Taiwan to Jamaica — making the role both dynamic and globally oriented. Together with my team, I oversee the day-to-day business with our partners, shape marketing strategies, and evaluate opportunities for new brands & SKUs.
We continuously work to strengthen the performance and visibility of the brands in our portfolio. As brand builders, we place great importance on education by organizing tastings, masterclasses, and events such as The Art of Drinks. With our ‘teach-the-teacher’ approach, we aim to increase knowledge, inspire our partners, and raise the overall standard of the drinks industry.
GET TO KNOW OUR DISTRIBUTOR
De Monnik Dranken is a 100% family-owned company, now led by the fourth generation (Luuk Olde Monnikhof). We have three core activities: wholesaler, importer and brand-builder. These three activities reinforce on another and form a unique, synergistic business model.
- How long have you been working with Franklin & Sons and what drove you to the brand?
De Monnik began importing Franklin & Sons in September 2023, so just over 2 years now. As an importer of spirits, adding a mixer brand was a natural next step for us. What drew us to Franklin & Sons was its quality, distinctive flavours, and creativity. The brand’s commitment to craftsmanship and its versatility in mixing made it a perfect fit for our portfolio. Also, as a family company, we are always looking for company’s with a same character as we have in the way of working.
- What are unique things about the Dutch drinks market?
The Dutch are known for their terrace culture. Of course, during the summer months but even when it’s raining; the Dutch can be found outdoors. Categories like wine, beer, spritzes, and cocktails are enjoyed and that is where Franklin & Sons comes in.
In the Netherlands we also see strong growth in the non-alcoholic category, benefiting both non-alcoholic perfect serves and premium soft drinks. Consumers are increasingly health-conscious and looking for sophisticated alternatives that still deliver flavour and complexity.
Another ‘fun’ fact is that we cannot sell alcohol above 15% in the supermarkets, which means that we have a lot of specialty liquor stores in the Netherlands!
- Are there currently any challenges or opportunities for Franklin & Sons in market?
Competition in the mixer category in the Netherlands is high. Combined with the notable price sensitivity of the Dutch consumer, this presents a challenge in achieving rapid penetration. Standing out through flavour quality, brand storytelling and consistent on-trade activation is essential.
On the other hand, the market is full of exciting opportunities for Franklin & Sons. The rapidly growing non-alcoholic segment aligns perfectly with the brand’s premium soft drinks and mixers. At the same time, the broader trend toward premiumisation in beverages supports Franklin & Sons’ focus on craft, quality and natural ingredients.
Additionally, the cocktail category in the on-trade is growing rapidly. Many Dutch venues are upgrading their menus with spritzes, highballs, and signature serves. At the same time, they are seeking more distinctive options and prefer not to offer brands that are widely available in supermarkets. This creates increasing opportunities for us to secure listings with Franklin & Sons.
- Is there something that you’re looking forward to doing with the brand in 2026?
Absolutely. In 2026, we’re looking forward to strengthening the presence of Franklin & Sons in the Netherlands by deepening our partnerships within the on-trade and expanding our footprint on terrace cocktail menus nationwide. With the continued rise of premium spritzes, highballs and alcohol free serves, we see a strong opportunity to launch new perfect serve collaborations that highlight the brand’s craftsmanship and flavour versatility.
We hope to spread momentum across the Dutch market and showcase Franklin & Sons as the premium choice for cocktails.
- What is the biggest drinks’ trend in Netherlands right now?
I would say that the biggest trend is the ‘mindful drinking’ trend, with consumers increasingly opting for better choices, both in terms of health and quality. People are seeking drinks that combine flavour, craftsmanship and premium ingredients, whether in cocktails, spritzes or soft drinks. This means lighter, more balanced serves, sophisticated mixers, and elevated beverage experiences are becoming the norm on terraces, in bars, and across HORECA venues in the Netherlands.
- What SKUs do you currently take from Franklin & Sons? which is your favourite?
On the Dutch market we have a selection of around 10 different tonics and soda’s available in different formats. My absolute favourite is the Franklin & Sons Pineapple & Almond Soda. It has so much flavour! Both neat and in combination with my favourite rum of all times (Hampden Estate Jamaican Rum).
- In 5 words, how would you describe the brand?
Innovative, fun, versatile, modern, crafted
