SIMDI × MONIN — H1 2026

The full picture

All numbers from SIMDI CRM, 16 May 2026. YTD = 1 Jan – 15 May, like-for-like both years.
+24%
Bottles YTD
43,579 → 53,981
+24%
Customers YTD
231 → 286
+4.5%
Active SKUs YTD
89 → 93
+3.4%
Resorts buying YTD
118 → 122

Resort vs Domestic — YTD 2026 vs YTD 2025

1 Jan – 12 May both years. Resort 82% of volume; Domestic customer base growing fastest (+40%).
Resort
2025 YTD bottles35,689
2026 YTD bottles44,279
Bottles YoY+24.1%
Customers YoY+3.4% (118 → 122)
Active SKUs YoY+9.3% (75 → 82)
Domestic
2025 YTD bottles7,890
2026 YTD bottles9,702
Bottles YoY+23.0%
Customers YoY+40.2% (117 → 164)
Active SKUs YoY+4.7% (86 → 90)

Monthly sell-out

2025 actual vs 2026 actual (Jan – mid-May) + 2026 projection. PET shown as additive band on top of 2026 (not a substitution).

Top 20 SKUs — 2026 YTD vs 2025 YTD

Bars sized by toggle. YoY % is 2026 YTD vs 2025 YTD on the same window. Tooltip shows format + both years.

Range mix — 2026 YTD

Syrup the engine. Purée the backbone.

Range YoY % — 2026 vs 2025

Syrup ahead, Cordial (Paragon) new, Sauce recovering.

Channel detail — YTD 2026 vs YTD 2025 by CRM segment

Hover for YoY %. Hotel +369%, Shop +51%, Cash-Cust +33%, Resort +24%. Other-Pvt and Inter-Division slipped slightly.

Customer activity by month — 2026

New + reactivated vs lost (proxy: no purchase > ~60d). Negative bars in Jan/Apr surface end-2025 churn.

Top 15 HoReCa accounts — 2026 YTD vs 2025 YTD

Hover for YoY %.

PET — additive, not substitution

Only 4 SKUs are PET. Where accounts took PET, their 700ml glass went UP. PET is layered on top.

The bridge plan — orders, sell-out, warehouse stock

128k orders May–Dec = JBP plan (181,844). 90-day ETA. Warehouse stock recalculated against the real projection.

Stock state by SKU — top 20

Warehouse today + in-transit on PO 26/00034.

The Maldives cash cycle — ~207 days

Why we need 150-day terms from landed date.

Marketing programmes — what's running

H1 LIVE
MONIN Cup 2026 · Top-7 finalist bartender masterclass across top resort groups
H1 LIVE
Studio HQ · masterclass + client sessions weekly · LIVE since Q1
H1 LIVE
Drinks Counter · Hulhumalé Park, Sauced Up partnership · LIVE
H1 LIVE
Cane Sugar activation · 997 / 1,000 bottles (99.7%) — AHEAD
H1 LIVE
Rancho activation · 398 / 1,000 bottles (40%) — ON TRACK
H1 LIVE
Activation Catalogue · 29 / 50 accounts (58%) — ON TRACK
H2 BUILD
SimplifyWithMonin · Studio on Wheels cart, August peak
H2 BUILD
Scooter · BA mobility, awaiting plate registration
BLOCKER
La Crush / Le Crush / Le Jus · MOQ negotiation with MONIN China
ON HOLD
Island Lab Pop-Up · re-quoting, target Q4

What SIMDI brings to the partnership

RANGE
93 active SKUs YTD (+4.5%) · 4 new SKUs trading H1 · 6-SKU Paragon premium ladder live
VOLUME
53,981 bottles in 4.4 months (+24% YoY) · annualising to ~156,000-bottle pace
REACH
286 unique MONIN customers (+24%) · 122 resorts (+3%) · 164-account domestic book (+40%)
DISCIPLINE
Category par levels · 4-month lead time planned · 5.2 months cover in pipeline
SYSTEMS
Custom CRM running stock, shipment, customer state, rep workflow, AI-assisted outreach
MARKETING
MONIN Cup 2026 · Drink Studio refreshed quarterly · per-occasion pushes
INNOVATION
Standardised NPI protocol · 1000ml PET tier landed · 13 range entries inbound on PO 26/00034
How to read PET. 318 accounts bought 700ml in 2025. 88 bought PET in 2026, 58 bought both formats. Those 58 accounts' 700ml glass went UP year-on-year (4,336 → 4,860, +12%) — PET added 1,990 bottles on top. There is no evidence of 700ml → PET substitution; PET is additive.