In late 2024, Weitnauer opened its newest Americas distribution hub in Montevideo, marking a major step in our Uruguay distribution strategy. The objective was clear: strengthen our footprint in the Southern Cone and create synergies with our established operations in Brazil and Paraguay.
Ten months later, the results confirm that the strategy is delivering. With a bonded warehouse in Zonamerica and a growing client base, Weitnauer Uruguay is proving to be a cornerstone for our regional distribution model.
In this article, we will share the key milestones of our first 10 months in Uruguay.
Performance Trends: 1Q vs. 3Q 2025
| Parameter | 1Q 2025 | 3Q 2025 |
|---|---|---|
| Channels | TR Uruguay & Brazil borders | TR Uruguay & Brazil borders |
| Points of Sale | 50 | 60+ |
| SKUs | 450+ | 600+ |
| Clients | 30+ | 50+ |
| Average Delivery Time | 10 days | 10 days |
This growth in just two quarters reflects both the potential of the Uruguayan market and the efficiency of Weitnauer’s logistics and brand management model.
Categories Driving Growth
While our long-term ambition in Uruguay is to represent all six of Weitnauer’s core categories, the first 10 months have been defined by three pillars of growth:
- Perfumes & Cosmetics – our leading category in Latin America. With a deep understanding of consumer behaviour trends across the region, we continue to build on insights recently shared in our article on P&C market trends.
- Beverages & Spirits – delivering strong performance, supported by a growing portfolio of well-known international brands
- Tobacco & Reduced-Risk Products – building on our long-standing expertise in travel retail channels.
The full Weitnauer portfolio spans:
- Perfumes & Cosmetics
- Beverages & Spirits
- Tobacco & Reduced-Risk Products
- Watches & Jewellery
- Food & Confectionery
- Fashion & Accessories
This breadth gives us the flexibility to adapt to evolving market needs. Uruguay is already proving its strength in three categories, and the foundation is in place to gradually extend the model to the entire portfolio, creating additional value for both clients and brand partners.
You can explore our current Uruguay Distribution brand portfolio here.
Our Leading Services in Uruguay
Weitnauer Uruguay is not only a logistics hub. It is a platform to deliver the most in-demand services in the region, combining both brand equity building and operational capabilities.
- Distribution & Logistics – our most utilised service in Uruguay, supported by a bonded warehouse in Zonamerica with an average 10-day delivery time.
- Brand Management – highly valued by partners for ensuring consistency across Uruguay, Brazil, and Paraguay while adapting to local market specifics.
- Retail Excellence & Merchandising – one of the fastest-growing services, creating visibility and safeguarding brand equity at the point of sale.
Alongside these core pillars, Weitnauer Uruguay also provides:
- Trade Marketing & Digital Activation – driving brand equity through omnichannel engagement.
- 3PL & Supply Chain Solutions – ensuring efficiency and flexibility through trusted logistics partnerships.
By focusing on the services most valued by partners — distribution, brand management, and retail excellence — while complementing them with advanced marketing and supply chain solutions, Weitnauer Uruguay is shaping itself into a strategic distribution base for both Travel Retail and Domestic channels.
Building Synergies Across the Americas Region
One of the most important outcomes of our Uruguay expansion is the ability to manage portfolios across three interconnected markets: Uruguay, Brazil, and Paraguay. This regional approach enables:
- Coordinated marketing campaigns and demand planning.
- Shared logistics and supply chain efficiencies.
- Consistent brand presence across borders.
To further strengthen these synergies, Weitnauer has appointed Diego M. Lord as CEO of the Americas travel retail division. With more than 25 years of international leadership experience at Campari, Bacardi, and Philip Morris International, he brings both strategic vision and a proven record of growing businesses across travel retail and domestic markets.
In his new role, Lord will work closely with Jonathan Romano, VP Americas, to drive multi-category development and new business initiatives. This reinforced leadership underlines Weitnauer’s commitment to a 360° distribution model — combining operational excellence, regional synergies, and trusted partnerships to deliver long-term value for clients and brands.
Looking Ahead
With 60+ points of sale, 600+ SKUs, and a growing network of clients, Uruguay has rapidly become a strategic distribution base for the Americas. Stay tuned for upcoming launches and new partnerships, which will further reinforce Uruguay’s role as a strategic base for the Southern Cone.
The progress achieved in just 10 months demonstrates the strength of Weitnauer’s consumer-centric and entrepreneurial approach: global capabilities combined with a deep understanding of local realities — and now, reinforced leadership to shape the next chapter of growth in the Americas.
