INDUSTRY PROFILE
Family values Martin Monin is set to one day take the reins of the family syrup business, breaking new ground in Asia and ensuring the sustainability of Monin for years to come.
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Martin Monin heads up the Malaysian branch of the family business.
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artin Monin hadn’t always intended to join the family business. He began his professional career in the tech startup arena, however, having a child of his own at a young age opened his eyes to the importance of continuing the legacy. The family business was Monin, founded in France in 1912 by Martin’s great grandfather Georges. Martin’s grandfather Paul shifted the company focus from wine and spirits to the emerging syrups market in the 1940s. Martin’s father Olivier capitalised on the growing United States and international markets in the 1990s and made Monin one of the market leaders it is today. The business now produces and distributes hundreds of premium syrups, liqueurs, gourmet sauces, fruit smoothies, cocktail mixes, and frappe powders in more than 120 flavours to bars, hotels, and cafés in 140 countries. With such a strong heritage behind him, Martin could have gone to work under his father in France, but instead saw an opportunity to leave a mark of his own in Asia. “There was an opening in Malaysia. I discussed it with my father, and we thought it was a good time for me to take the reins. It’s good to be a bit away from Europe and get my own free space,” Martin tells BeanScene. “It’s still pretty early, but I’m really happy to be so far from Europe. In Europe, it feels like everything has been done and there’s not much room for creativity or young people. It’s good to be in another region with more energy, where people are eager to try new things and take risks.” Martin heads up Monin’s Asian branch, established 10 years ago in Kuala Lumpur. From there, he oversees the company’s business in Malaysia, Korea, and Japan. Martin says these markets can differ wildly in consumer trends. “In Southeast Asia, people drink coffee with condensed milk, an egg in it, or even with coconut milk. It can become very sweet stuff and the coffee is roasted very
