From Bar to Barista – Why Syrup is the Star in the Glass
Interview with Stefano Sambito, Commercial Director of Monin Deutschland GmbH
Beverage syrups have been experiencing a true comeback in recent years. What was once considered a classic bar ingredient has now established itself as a staple in cafes, restaurants, and even in private households. Whether as a flavor enhancer in a latte macchiato, as a fruity note in a cocktail, for refining desserts or for creative soft drinks – syrups offer countless possibilities. The Monin brand stands globally for high-quality syrups and creative beverage applications – and has been doing so for over 100 years.
What started in France with liqueurs has today become a global family business with over 140 million bottles sold annually. For the past year and a half, Monin Deutschland GmbH has been bringing a fresh breeze to the market – with a clear strategy, a sustainable approach, and a great sense of taste culture. Monin Deutschland GmbH combines French tradition with German innovative power. The mix of trend sensitivity, social commitment, and uncompromising quality hits the spirit of the times – and makes you want more.
More Than Just an Ingredient
When Commercial Director Stefano Sambito joined Monin Deutschland GmbH in 2022, the company was just at its beginning. 'I was employee number 2,' he says. Since then, a lot has happened. Nowadays, approximately 60 people work at the German subsidiary of the long-established family company. Many know Monin from the popular coffee syrups like caramel, hazelnut, or vanilla – classics that have long been staples in cafes, hotels, and households.
However, the product portfolio of the French family business extends far beyond these everyday aromatic heroes. "Syrup is just the beginning," emphasizes Stefano Sambito. "Our range now also includes concentrates, fruit purees, sauces, liqueurs, and frappé bases - a total of over 150 products in various flavors and forms of application." Fruit purees, in particular, are gaining importance. Previously used primarily in the B2B sector - such as in bars, patisseries, or upscale restaurants - they will be made available to retail in 2025. "With our fruit purees, you can enhance smoothies, cocktails, desserts, or even savory creations," adds the Commercial Director. The purees contain a very high fruit content, are easy to dose, and deliver authentic flavor - all without the need for peeling or blending." The new product line 'PURE by Monin' fits into this context. It is free from added sugar and focuses on natural fruit sweetness - ideal for health-conscious consumers who want to avoid sugar but not flavor. There are eight flavors, ranging from cucumber to lemon to exotic varieties. "This is our response to the growing desire for naturalness," says Stefano Sambito.
Trendsetter with Responsibility
What sets Monin apart from many other syrup manufacturers, according to Stefano Sambito, is not only the product portfolio but above all the attitude. "We don't just recognize trends - we set them," he says. Thus, Monin has already responded to the matcha boom by introducing syrups and concentrates based on this. Seasonal trends such as the cinnamon roll wave are also quickly embraced - including appropriate product development. However, Monin's innovative spirit comes with responsibility. Sustainability and social responsibility are firmly anchored in the company's strategy. All eight production sites worldwide - including in France, Brazil, China, and Malaysia - are equipped with water purification and water reduction facilities. "In 2017 we still needed 3 liters of water for the production of 1 liter of syrup. Today we are at 1.3 liters," reports Stefano Sambito. Long-term goal: a ratio of 1:1. In terms of community, Monin is also breaking new ground. On its own plantations - such as in Madagascar for vanilla and in Portugal for yuzu - the company invests in local structures, builds schools, promotes education, and creates fair working conditions. "We want to be more than just a supplier," says the Commercial Director. "We aim to be part of a positive change - socially, ecologically, and economically."
Strong Market Presence
Today, Monin is present in over 160 countries and is the international market leader in the syrup segment. Despite rapid growth, Stefano Sambito sees Monin Deutschland GmbH still in the development phase. "We are currently stabilizing the business, expanding market shares, and want to grow our team," he explains. A personal goal of the Commercial Director: to establish production in Germany. "That would be a milestone. We are working towards it." Currently, both locations are supplied from France, which involves a high logistical effort. A local production would not only stabilize the supply chains but also further anchor the brand in the market. Stefano Sambito looks to the future with optimism: "Our products stand for enjoyment, creativity, and quality. Once someone has worked with Monin, they usually continue. And that shows us that we are on the right track."