FOR IMMEDIATE RELEASE
Royal Cup Coffee & Tea and Giffard Partner to Bring Premium French Syrups to the North American Foodservice Channel
Partnership Debuts at the 2026 National Restaurant Association Show in Chicago
BIRMINGHAM, AL and SEATTLE, WA (May 11, 2026) – Royal Cup Coffee & Tea, a leading manufacturer and distributor of premium coffee and tea, today announced a partnership with Back Bar Project and Giffard, the family-owned French producer of premium liqueurs and syrups. This partnership will pair Giffard’s internationally established premium syrup line with Royal Cup’s sales and distribution scale across North America–a key driver of Giffard’s global growth strategy. Together, the two companies will accelerate adoption of Giffard Syrups across foodservice accounts, opening new opportunities in restaurants, hotels, and café operators nationwide.
Launching at the 2026 National Restaurant Association (NRA) Show, taking place May 16-19 at McCormick Place in Chicago, Royal Cup will feature a Giffard Syrups activation at its booth. As part of the collaboration, Back Bar Project and Giffard will also introduce a dedicated Giffard Green Room and Mocktail Lounge–an on-site hospitality space showcasing non-alcoholic cocktails, coffee applications, and beverage innovation. This activation will feature a range of mocktails and espresso-based beverages that demonstrate the versatility of Giffard Syrups across restaurants, bars, and café environments.
“At Royal Cup, innovation, quality and a customer-first mindset have guided us for nearly 130 years, and this partnership with Giffard reflects this,” said Ashley Peeples, SVP of Sales and Marketing at Royal Cup Coffee & Tea. “Giffard’s heritage of craftsmanship and quality is a natural complement to our ‘National Scale, Local Touch, GOLD Standard’ promise. Together, we’re bringing our customers a premium syrup portfolio that elevates the beverage experience for their consumers.”
“This partnership with Royal Cup represents a major step forward for Giffard in North America,” said David Muñoz, Chief Strategy Officer and Partner at Back Bar Project, Giffard’s North American importer. “Innovation is a core pillar for both Giffard and Royal Cup, and this collaboration brings that shared commitment to life. Globally, Giffard has built a strong growth model through its syrup portfolio in the coffee and café channel, and we’re excited to bring that approach to the North American market, leveraging Royal Cup’s reach and reputation.”
This partnership positions Giffard for continued growth in North America by expanding its syrup portfolio beyond cocktail applications and further into other foodservice non-alcoholic beverage areas–creating new opportunities across national and local chains as well as hospitality locations, while reinforcing Royal Cup’s commitment to delivering exceptional beverage solutions to its customers.
About Royal Cup Coffee & Tea
Royal Cup Coffee & Tea manufactures and distributes high-quality coffee, tea, and juice products in a variety of flavors and formats. Since 1896, Royal Cup’s reach extends throughout North America, serving customers in the foodservice, restaurant, hospitality, convenience, office, and specialty coffee markets. Built on a strong history, Royal Cup’s customer-centric values are the heart of their work.
About Back Bar Project
Back Bar Project is a U.S. importer of premium spirits and liqueurs, including Giffard Liqueurs and Syrups, focused on building brands through strategic marketing, education, and distribution.
About Giffard
Founded in 1885 in Angers, France, Giffard is a family-owned producer of premium liqueurs and syrups crafted from fruits and botanicals. The brand is globally recognized for its role in both cocktail and café culture.
Media Contacts
Royal Cup Coffee & Tea
Deetricha Younger, VP of Marketing
Back Bar Project / Giffard
Annie Borgerding, Director of Marketing
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