Germain Araud
1. What inspired MONIN to focus on the 'Low is More' theme for the 2024 MONIN Cup?
MONIN chose the 'Low is More' theme for the 2024 MONIN Cup to reflect the growing global trend towards low and no-alcohol beverages. This shift is particularly relevant in India, where there's an increasing demand for sophisticated, health-conscious options in the drink industry. The theme encourages participants to craft innovative cocktails that align with contemporary consumer preferences, showcasing the versatility of MONIN's products in creating flavourful, complex beverages without the need for high alcohol content.
2. Can you describe some of the key criteria that the judges will be looking for in the competition entries?
Judges will evaluate entries based on several key criteria, including creativity and innovation in using MONIN products and other ingredients to craft unique cocktails. They will assess the flavor balance, ensuring the cocktail offers both harmony and depth, making it enjoyable and memorable. The presentation will also be scrutinized, with a focus on the visual appeal, garnishing, and overall presentation of the cocktail. Technical skill is another crucial factor, with judges looking at the proficiency in using techniques and tools. Lastly, adherence to the 'Low is More' theme will be evaluated, emphasizing how well the cocktail represents sophisticated low and no-alcohol options.
3. How does participating in the MONIN Cup benefit young bartenders beyond just winning the competition?
The MONIN Cup 2024 is a prime opportunity for young bartenders in India to shine globally. Focused on the theme 'Low is More', the competition challenges participants aged 18-27 to create innovative cocktails using MONIN products, tapping into India's rich culinary diversity. With a rising demand for sophisticated low and no alcohol drinks in India, bartenders can showcase their creativity using local spices, fruits, and botanicals alongside MONIN's syrups and concentrates. Participants also benefit from mentorship by industry experts, enhancing their skills and career prospects in the competitive hospitality sector.
4. Could you elaborate on the kind of mentorship and support finalists will receive throughout the competition?
Finalists in the MONIN Cup will receive extensive mentorship and support, including personalized guidance from industry experts who offer tailored feedback on cocktail creation and presentation. They will also have the chance to win a cash prize and travel to France to represent India. The competition will provide visibility through press coverage, social media, and other digital platforms. Additionally, finalists will enjoy valuable networking opportunities with top professionals and potential employers in the hospitality industry. They will also gain access to essential resources, such as product samples, industry insights, and creative inspiration, to help them excel in the competition.
5. How does MONIN plan to continue supporting the growth and development of bartending talent in India after this competition?
MONIN's presence and support in the home bartending scene in India provide aspiring mixologists with access to quality ingredients and recipes, empowering them to explore and elevate their cocktail-making skills. This role in fostering creativity and accessibility contributes significantly to the growth and popularity of home bartending across the country.
6. With MONIN's ongoing investments and expansions in India, how do you foresee the brand's role evolving in the Indian market?
MONIN's ongoing investments and expansions in India are expected to solidify the brand's role as a leader in the beverage industry. As MONIN continues to introduce innovative products and strengthen its market presence, it will play a crucial role in setting trends and elevating the standard of cocktail-making in India. The brand will likely become a key partner for both established and emerging bartenders, contributing to the growth of the industry and enhancing the overall quality of beverages available in the market.
7. What are MONIN's long-term goals for its presence and influence in the Indian beverage and hospitality sectors?
MONIN's long-term goals focus on becoming the leading brand for premium syrups, concentrates, and beverage solutions in India. The company aims to drive innovation and uphold high-quality standards to meet the evolving demands of the market. Additionally, MONIN is committed to nurturing bartending talent through competitions, training, and mentorship, while also embracing sustainable practices to positively impact the environment and support local communities.
8. What are you expecting from the finale happening in Hyderabad on 28th August.
From the finale in Hyderabad on August 28th, we anticipate a showcase of exceptional performances, where top bartenders will display the highest levels of creativity and skill. The competition promises to be intense and thrilling, with participants vying for the top spot under the 'Low is More' theme. We expect to see innovative cocktail creations that challenge the boundaries of low and no-alcohol beverages. Overall, it will be a vibrant and memorable event, celebrating the talent and passion within the Indian bartending community.
Brief- Germain Araud is a French national who has been living and working in India for more than 15 years. He has helped numerous multinational companies understand, enter and grow their presence in the India market, across various sectors, through his role as Commercial Attaché to the French Trade Commission in Mumbai and his decade-long stint as Managing Partner of an international business support service firm based in Delhi.
Germain Araud is now the Managing Director of MONIN India Pvt. Ltd., a fully-owned subsidiary of the MONIN group. After 20 years in the Indian market, MONIN India was established in 2019 to assist in the writing of the next chapter in the brand's Indian journey. Among other responsibilities to continue the growth story of MONIN in India, Germain Araud is supervising an investment of over INR 350 Crores in a âMake in India' project in Telangana, to support its customers' growth, alongside developing innovations curated for the Indian customer base and growing the brand's footprint in Indian market.
