MONIN RIDES THE NEXT WAVE
Olga Cassidy, trade marketing manager MEIA at MONIN Studio Dubai, the makers of one of the favorite syrups among F&B professionals, talks to HN about the company’s key strengths and challenges, and what she expects to be the next big flavors to hit the market.
What can you tell us about the important role played by syrups in the preparation of various drinks?
Syrup is a key ingredient needed to create cocktails, whether it’s a classic mojito or a complex and unique signature cocktail. Bartenders are always looking for novelties and unexpected twists in classic drinks and that’s definitely where syrups come into play. To learn more about the role these play, we at Monin launched a research project last year, in close collaboration with top bartenders in Paris, London, Berlin, Dubai and Shanghai. We used what is called a perception map to understand what ingredients bartenders found indispensable for cocktail creation. When the results were in, we found that syrups came second after alcohol, followed by fresh fruits, cementing the role that syrup plays.
What is the added value a syrup brand like Monin brings to the table as opposed to other varieties?
Monin is the referent brand for bartenders and baristas worldwide. With more than 150 flavors in the current portfolio and innovative flavor launches twice a year, we offer plenty of opportunities for professionals to create drinks, depending on their needs and the time of day. Furthermore, Monin’s presence in 150 countries enables us to be aware of all the global F&B trends. We then use that insight as actionable data when proposing new relevant products that capitalize on the emerging trend.
Transparent labels, additives and colorings are a major concern for health-conscious customers. How is Monin tackling these demands?
We are well aware of this trend and natural ingredients are key. For this reason, Monin continuously strives to offer products made from natural ingredients, wherever possible. The finest ingredients are used in our syrups to demonstrate our unwavering commitment to quality. In addition, our products contain only pure cane sugar, which is a welcome alternative for a significant segment of healthconscious consumers, as opposed to glucose syrup. To provide a further alternative, we have created a range of sugar-free and low-sugar syrups and concentrates.
What are some of the top-trending flavors today and what’s behind their popularity?
The latest trend in bars is to offer vegetable cocktails, in addition to earthy and botanical flavors. This year, at HORECA Lebanon, we launched Le Fruit de MONIN Beetroot and Le Fruit de MONIN Carrot, and received a great response from visitors. Other trending flavors are within the spices category. Saffron, pink peppercorn and habanero, for example, were developed and offered by MONIN to only the top bartenders.
What flavors that have not yet been created would you like to see bottled?
One flavor that comes to my mind, which is proving quite challenging on many levels, is what Asians refer to as, ‘The King of Fruits’ - Durian. The difficulty relates directly to the pungent odor, which, if processed, would negatively affect the entire production line.