A process for the production of quinones from an aromatic alcohol is described. The process uses a hydrocarbyl hydroperoxide, e.g t-butylhydroperoxide, and a copper catalyst to effect the reaction. The use of a hydrocarbyl hydroperoxide improves the rate of reaction relative to the use of hydrogen peroxide. The process is particularly useful as a first stage in the production of 2, 3, 6-trimethylhydroquinone, a Vitamin E precursor, from cheap, readily available starting materials.