SWEETCUP Signs Strategic Partnership with "Maison Routin 1883"

SWEETCUP Co., Ltd., a company specializing in caf? beverage solutions led by CEO Lee Kyungmin, has entered into a strategic partnership with the French premium syrup & sauce brand "Maison Routin 1883." The company will officially begin operating the brand in Korea starting in March 2026.

This partnership is drawing attention within the industry as it exemplifies the recent trend of global brands collaborating with domestic manufacturers and beverage specialists to strengthen their market competitiveness amid the premiumization of the K-caf? sector.

Maison Routin is a brand group for creative beverages with a 140-year tradition, founded in 1883 in the French Alps. It is beloved in more than 90 countries worldwide for its deep aromas and delicate flavors based on natural ingredients. Leveraging French flavor technology, pure water from the Alps, and sophisticated blending expertise, the brand has earned high trust among global baristas and mixologists, and it continues to build a strong following in Korea, especially within the professional caf? market.

Through this collaboration, SWEETCUP plans to expand the domestic supply of Maison Routin's main product lines, including syrups and sauces, as well as enhance its service offerings with menu development, educational programs, and franchise-exclusive beverage solutions. Furthermore, by introducing Maison Routin’s expertise from the global mixology market into Korea, SWEETCUP aims to actively drive the growth of mixology beverage demand in various establishments such as bars and restaurants.

SWEETCUP develops and produces a wide range of fruit concentrates, liquid teas, powders, and coffees, supplying them domestically and internationally. The company is recognized as a leading K-beverage manufacturer with global-level manufacturing and quality management systems, including GMP, HACCP, ISO22000, and KMF Halal certifications.

A SWEETCUP representative stated, "It is very meaningful for us to officially form a partnership with Maison Routin, an iconic group in the premium beverage sector." The representative added, "This partnership was pursued as part of a strategic collaboration to establish a more professional and systematic supply base for global brands in Korea’s rapidly growing caf? and beverage market."

The representative continued, "Within Korea's caf? culture, which is considered one of the most dynamic markets worldwide, we will deliver Maison Routin’s French sensibility and high-quality beverage experience with greater completeness, leveraging SWEETCUP’s manufacturing capabilities and infrastructure."

Maison Routin CEO Loiic Couilloud said, "The Korean market is an extremely important core market for Maison Routin and the international brand 1883. I am confident that SWEETCUP has the capability to build the 1883 brand in Korea and achieve successful growth in both the caf? and mixology industries. SWEETCUP is a reliable, professional, and trustworthy partner that shares the same values as Maison Routin."

In line with the official launch in March 2026, SWEETCUP plans to sequentially implement nationwide caf? sampling and menu training, franchise-tailored beverage development programs, participation in exhibitions and barista events, and joint online and offline marketing activities. The company also aims to strengthen its connection with the domestic mixology and bartending markets, expanding the application of premium syrups in the foodservice and alcoholic beverage sectors.