Monte-Carlo Lifestyle and SMGS Expand Their Partnership

Monte-Carlo Lifestyle has expanded its licensing agreement with SMGS, opening a new chapter in the development of its food and beverage portfolio.

The extended agreement now includes Jardins de Monaco, Domaine de Monaco, Monte-Carlo Club, Monte-Carlo Deli and Baronne de Monte-Carlo, covering categories such as wines, gin, beer, liqueurs, sparkling waters, lemonades and other non-alcoholic beverages, as well as caviar and delicatessen products.

Each brand brings a distinctive identity and creative territory to the partnership. Together, they offer new opportunities to develop products inspired by Monaco’s heritage, international character and contemporary lifestyle.

“This expansion reflects the strength of our collaboration with SMGS and our shared ambition to develop distinctive products across carefully selected categories. By bringing additional brands from our portfolio into the partnership, we can explore new opportunities while preserving the individual identity and positioning of each brand,” says Erwann Guegan, Co-Founder & CEO of Monte-Carlo Lifestyle.

This expansion reflects Monte-Carlo Lifestyle’s long-term approach to licensing: building coherent brand universes through carefully selected categories and partnerships, while preserving the individual positioning of each brand.

“The expanded agreement gives us the opportunity to develop a broader and more diverse food and beverage offering, supported by brands with distinctive identities and strong creative potential. We look forward to building on our collaboration with Monte-Carlo Lifestyle and progressively bringing these new concepts to market,” says Sébastien Gambarini, Commercial Director at SMGS

Further product developments and launches will be announced as the collaboration progresses.

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The Monte-Carlo Lifestyle ® portfolio offers an exceptional portfolio of authentic ‘Monte-Carlo’ and ‘Monaco’ brands, registered worldwide for a wide range of consumer products. Born from Monegasque princely heritage, our brands embody the prestige and refined art of living in Monaco.

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