FROM FRANCE TO INDIA - Creating an 'All natural Drinking Culture'
India is a country that consumes and relishes everything that comes in its purest form. When we got the opportunity to introduce the authentic flavour of France to the Indian public for the first time, we couldn’t let it slip!
For more than a decade, Monin has been the market leader in the B2B syrups business in India. Our first endeavour was to build awareness around Mathieu Teisseire among the alco-bev industry advocates, owners and mixologists across the country.
We developed a bar-community-first strategy where we worked closely with bartenders to test the product (about 54 syrups and 9 purees) and deliver authentic content ideas to the F&B community. We adopted an ‘always-on approach’ with content on social media, which has worked well within the community we wanted to tap into.
As soon as we launched Mathieu Teisseire on social, we organized an interesting contest dedicated to the bartenders around World Bartenders’ Day - #MyFirstEver. They had to scoop into their memory of the first recipe they created, and recreate that for Mathieu Teisseire. The lucky winners got a chance to visit the MTSR studio in Gurgaon and get featured on the page.
The contest boosted our social presence and garnered overwhelming traction from the bartending community.
We tapped into the branding of their collaterals such as tent cards, truck branding, lapel pins, etc., which were featured in top industry events like AAHAR 2022, 30 Best Bars in India. We have been partnering with Mathieu Teisseire since 2020 in their expansion to renowned restaurants and cafes.
Well, not just our audience, even our internal team has had the opportunity to explore beautifully handcrafted cocktails by the talented team of Mathieu Teisseire. Perks of having a beverage brand in your kitty ;)