Since its inception in 1912, MONIN has evolved to become a leader in the beverage industry, renowned for its innovative flavors and commitment to quality. In India, MONIN stands out with a diverse portfolio tailored to local tastes, blending global flavors with regional preferences to drive innovation. Through initiatives like the MONIN Cup and masterclasses, the brand fosters creativity among young bartenders and baristas, strengthening community ties and brand loyalty. As MONIN continues to set industry standards, its strategic focus remains on introducing culturally resonant and health-conscious products, reinforcing its leadership in the dynamic Indian market.

MONIN has a rich history dating back to 1912. How has the brand evolved over the years to maintain its position as a leader in the beverage industry?

Germain Araud: Since its establishment in 1912, MONIN has continuously evolved to uphold its leadership in the beverage industry. In India, MONIN has distinguished itself with a portfolio of over 80 variants tailored to local tastes, blending global flavors with regional preferences to drive innovation.

Over three generations, MONIN has maintained stringent quality standards, ensuring consistency and reliability that set it apart from competitors. Beyond product excellence, MONIN India actively supports the community through initiatives like the MONIN Cup, MONIN Creativity Cup, and masterclasses, nurturing creativity among young bartenders and baristas and strengthening brand loyalty.

Globally recognized, MONIN is preferred by major chains such as Tim Hortons, Costa Coffee, Dunkin’ Donuts, and McDonald’s, highlighting its reputation for quality and reliability in beverage solutions. As MONIN continues to innovate, it remains committed to setting industry standards in taste and community engagement, reinforcing its position as a leader in the beverage industry.

MONIN is known for its constant focus on innovation. Can you share some insights into the process behind developing new flavors and products?

Germain Araud: MONIN’s dedication to flavor innovation is evident through our state-of-the-art R&D center in Hyderabad. Here, our team continuously explores emerging trends from Indian and global markets, ensuring we stay at the forefront of beverage innovation.

Our process begins with sourcing concentrated extracts of fruits, flowers, spices, botanicals and much more. These ingredients are meticulously chosen based on their quality and ripeness. They are then blended with water and sugar following a precise formula developed through years of expertise.

This meticulous approach allows us to create the distinctive flavors that define MONIN, maintaining consistent quality across our portfolio. By prioritizing research and development, MONIN consistently introduces new flavors that resonate with evolving consumer preferences worldwide.

How has MONIN contributed to elevating the way Indians consume beverages, particularly in terms of introducing innovative syrups and flavor solutions?

Germain Araud: MONIN has played a pivotal role in transforming how Indians enjoy beverages through our innovative syrup and flavor solutions. For example, the introduction of Spiced Jamun, a flavor that resonates deeply with local preferences, reflects our commitment to enhancing consumer experiences.

Our development process is meticulous, ensuring each product meets our stringent standards for quality and innovation. Following the success of Spiced Jamun, we are excited to unveil a diverse lineup of new flavors inspired by regional beverage trends, further enriching choices for Indian consumers.

Additionally, MONIN is dedicated to promoting healthier options through initiatives like our Pure range of sugar-free syrups and concentrates aligned with current health trends.

As we continue to innovate and expand our offerings, MONIN remains steadfast in our mission to elevate beverage culture in India with flavors that are both innovative and culturally resonant.

What can participants and spectators expect from the MONIN Cup 2024? How does this competition support and inspire young bartenders globally and specifically in India?

Germain Araud: The MONIN Cup 2024 is a prime opportunity for young bartenders in India to shine globally. Focused on the theme ‘Low is More’, the competition challenges participants aged 18-27 to create innovative cocktails using MONIN products, tapping into India’s rich culinary diversity. With a rising demand for sophisticated low and no alcohol drinks in India, bartenders can showcase their creativity using local spices, fruits, and botanicals alongside MONIN’s syrups and concentrates. Participants also benefit from mentorship by industry experts, enhancing their skills and career prospects in the competitive hospitality sector.

With a portfolio that includes syrups, fruit mixes, sauces, frappes, and concentrates, how does MONIN ensure the quality and uniqueness of each product category?

Germain Araud: MONIN ensures the quality and uniqueness of each product category—syrups, fruit mixes, sauces, frappes, and concentrates—through meticulous sourcing of premium ingredients, rigorous manufacturing processes, and extensive quality testing. This dedication to excellence ensures consistent flavor profiles and innovative formulations that meet the diverse preferences of our global clientele, maintaining our reputation as a leader in the beverage industry.

How has MONIN tailored its product offerings to suit the Indian palate and market demands? Could you elaborate on the latest range of Fruit Crushes that encapsulate the flavor of India?

Germain Araud: MONIN has meticulously tailored its product range to suit the preferences of the Indian market, offering a diverse selection of syrups, fruit mixes, and Crushes. Introduced last year, our mango and strawberry flavors in the Crushes category cater to popular tastes in India. Moving forward, we are planning to expand our offerings with additional flavors that authentically reflect India’s culinary heritage. Stay informed as we innovate to bring these exciting products to consumers.

MONIN operates seven production facilities around the world. How do these facilities contribute to maintaining the quality and consistency of MONIN products?

Germain Araud: MONIN’s global production facilities are pivotal in maintaining the quality and consistency of our products. Each facility strictly adheres to MONIN’s established manufacturing standards and protocols, covering sourcing, production processes, and rigorous quality control measures. Utilizing advanced technologies at every stage, these facilities uphold our commitment to delivering superior products that consistently meet the high expectations of our global customers.

The cocktail market in India is booming. How is MONIN leveraging this trend, and what role do you see MONIN playing in the growth of home bartending in India?

Germain Araud: MONIN is actively leveraging the booming cocktail market in India by offering a diverse range of syrups, concentrates, and fruit mixes that cater to both professional bartenders and home enthusiasts. Our products enable bartenders to create innovative and flavorful cocktails easily, thereby enhancing the overall drinking experience. Additionally, MONIN’s presence and support in the home bartending scene in India provide aspiring mixologists with access to quality ingredients and recipes, empowering them to explore and elevate their cocktail-making skills. This role in fostering creativity and accessibility contributes significantly to the growth and popularity of home bartending across the country.

The MONIN Cup offers competitors the opportunity to receive expert mentorship. Can you share some success stories or examples of how this mentorship has impacted participants’ careers?

Germain Araud: The MONIN Cup provides participants with transformative mentorship opportunities that have propelled several individuals to notable achievements in their careers. National

winners have leveraged their success to secure positions at prestigious organizations, while many participants have gained prominence within the industry. This experience has empowered them to establish successful consulting practices and pursue entrepreneurial ventures. The mentorship offered through the competition enhances their skills and provides invaluable networking and career advancement opportunities on a global scale.

What are your strategic plans for MONIN India in the coming years? Are there any specific initiatives or new products that you are particularly excited about introducing to the Indian market?

Germain Araud: Looking forward, MONIN India is strategically focused on expanding its market presence and operational capabilities in the coming years. Our upcoming studio in Mumbai aims to foster creative collaboration and innovation in a key metropolitan center, enhancing our ability to meet evolving consumer preferences. Additionally, our Hyderabad manufacturing facility will be pivotal in enhancing supply chain efficiencies, supporting increased demand across South Asia.

Innovation remains at the forefront of our strategy, with plans to introduce new products that cater to diverse consumer tastes. We are particularly enthusiastic about launching new Indian-inspired flavors and expanding our range to include healthier options with no added sugar. These initiatives reflect our commitment to advancing in the coffee and culinary sectors, ensuring our offerings resonate strongly with discerning consumers and reinforce our competitive edge in dynamic markets.