MONIN installs a factory in Brazil and launches the first line aimed at the end consumer

For a long time, MONIN’s French syrups were the “secret ingredients” of Brazilian bartenders, mixologists, chefs and baristas, who found in the brand’s aromatic solutions a way to further customize their authorial creations. Gradually, this secret spread to more and more bars and restaurants, until it reached the shelves of gourmet supermarkets and, consequently, consumers’ homes.

This evolution of MONIN in the Brazilian market – from sporadic imports to the opening of a sales office in 2017 – now reaches its most definitive stage: the installation of a factory in the country. With investments estimated at BRL 350 million, the works began in June, on its own land of 132 thousand m², in Itu, São Paulo, and the new unit should start operations in the third quarter of 2024.

First MONIN factory in Latin America, the Brazilian unit is part of an international development plan for the brand, founded in 1912 and today present in more than 155 countries, with seven other factories spread around the world. The possibility of expanding sales to neighboring countries and the consumption potential of Brazilians were decisive factors for investment in the country. “Brazilians like to innovate, they like to receive, the hospitality factor here is very important and this is one of the fundamental values ​​within our company. Therefore, the Brazilian consumer is perfectly adapted to the spirit and moment of consumption that we promote”, explains Alexandre Boyer, general director of MONIN in Brazil.

cocktail shop at home

To get even closer to the Brazilian public and increase its presence in the B2C market, the French company has just launched its first brand of syrups dedicated to the end consumer, MONIN Expérience. Developed with the aim of offering a unique experience to consumers in their homes and allowing innovations from everyday breakfasts to special occasions, the syrups were designed for cocktail enthusiasts. “Our strategy is to offer people the desire, opportunity and experience to try new things, now also at home. All of our work is to overcome consumption habits and offer people this different possibility”, says Boyer .

Divided into four lines – Cocktail (Pina Colada, Orange Spritz, Mojito and Cane Sugar flavors), Floral (Violet, Rose and Elderflower flavors), confisserie (Strawberry Jam, Popcorn and Gum flavors) and Barista (Hazelnut, Vanilla and Caramel flavors) –, MONIN Experience syrups will be available for sale in supermarkets (R$ 32.90, on average) and can be used in alcoholic cocktails and non-alcoholic drinks, coffees, and even cooking recipes. “These are innovative products, which offer enormous versatility for classic cocktails, signature drinks and also without alcohol, considering that the non-alcoholic cocktail industry has been growing a lot. We are very excited to be able to enter the consumer’s home and tell this story”, says Juliana Fera, marketing manager at MONIN in Brazil.

With a portfolio currently made up of 120 products, MONIN intends to produce as many of them as possible in the Brazilian factory. “The industrial complexity is not in the elaboration of the products, it is in the mix, because we are talking about 120 products multiplied by four, sometimes five different formats”, explains the general director. Boyer, who is also an agronomist, guarantees that the huge availability of local raw material will give rise to new typically Brazilian products, such as the jabuticaba puree, from the Le Fruit line. Without giving certainty about the possible new flavors of MONIN, he just adds: “I love sapodilla!”

With that in mind, the new factory has a space dedicated to vegetable gardens, orchards and studies in the area. The project also reinforces the brand’s commitment to sustainability, by adopting modern construction practices and care for the environment – an area of ​​approximately 30,000 m² will be preserved as an environmental reserve and the place will also have a living area, with the aim of to develop and empower the local community.

“We could have chosen an industrial condominium, as many people do, but our idea is to have an interaction with the environment and people. We believe that the role of a company is to go beyond economic value and also promote values ​​that we believe are good for people. We know that we are not going to change the world, but whatever we can do for our surroundings, we do it with great pleasure”, he concludes.