Star performer: Monin syrups
Monin puts quality at the heart of its syrups, championing craftsmanship and expertise to elevate the global spirits industry.
Our senses can evoke powerful memories. Aromas and flavours can instantly transport a person back to a specific moment in time.
When French syrup producer Monin released its Drinks Trend Report in partnership with CGA by NIQ this year, one of the key findings suggested consumers were seeking nostalgic drinking experiences. Cocktails created in a nod to childhood memories were highlighted as a potential win for on-trade venues, including 1980s and ’90s-inspired events, with drinks to match.
Scan the Monin portfolio and you’ll see there is a broad range of flavours that could bolster this trend. One of the brand’s star products is a popcorn-flavoured syrup, which Lee Hyde, senior beverage expert for the UK and Ireland at Monin, notes is particularly popular in the company’s European markets. Meanwhile, butter-flavoured syrups are strong performers in the US, such as butter cookie, butter pecan, and butter toffee. And in Asia, local flavours such as pandan and ube have found favour with consumers.
In 2024, Monin Cinnamon Roll syrup made its debut. “It was by far the best flavour launch that Monin has ever done,” enthuses Hyde. “It absolutely flew. It was everywhere, both in the coffee world and the bar world. It really catered to the cinnamon spice flavour trend we’ve been seeing growing in popularity, and we’re really seeing that strike a chord in cocktails too, particularly in the autumn and winter months.”
While ongoing flavour development plays a crucial role in retaining a loyal customer base, Hyde says it is Monin’s quality that has made it a trusted brand to elevate cocktail experiences worldwide. “There really is a huge amount of effort put into each new flavour that we create,” he says. “Everything has to be signed off by Olivier Monin, who is president of the company. It’s a family-owned business, started by Olivier’s grandfather more than 100 years ago.”
Quality-first approach
Attention to detail is everything at Monin. “A good example is Toasted Marshmallow,” notes Hyde. “This flavour was supposed to launch last year, but Olivier believed we could create an even better product. So the launch got pushed back to this year – and the product we landed on is fantastic. And this is exactly why bartenders, baristas, and consumers show so much loyalty to Monin. They know they are going to get the best-quality syrups out there.”
At a time where many hospitality businesses are struggling, Monin is committed to providing credible, innovative products to boost cocktail offerings. Amid the tricky economic climate, there remains an abundance of opportunity – and Hyde is confident Monin is well-placed to continue building on its long-running success.
“We’re hearing that cocktail sales are up year on year across the majority of the industry,” he says. “There are some really exciting trends coming. It’s a really dynamic time. There are lots of quick changes happening, lots of emerging trends, and you have to be aware of it all to make sure you can adapt and remain relevant. We’re seeing a big rise in Tequila-based and rum-based cocktails – and matcha is a flavour that has dominated the coffee side of things, and we’re now seeing that work its way into cocktails, too.
“I hope people see it’s not all doom and gloom, that there are pockets of opportunity and hope. The more we can build knowledge and share data, like through our trends report, the more we can collaborate to ensure an innovative, creative and successful future for the industry.”
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