Proper Syrup
Proper Syrup is a US specialty CPG company founded in 2021 that produces natural, cane sugar and organic agave-based flavored syrups for specialty coffee, sold through DTC e-commerce, subscriptions, and ~11 wholesale distributors targeting cafes, home baristas, and mixology customers.
- Company typePrivate
- Founded2021
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Proper Syrup does
Proper Syrup, operating under the legal entity Proper Syrups, is a US-based specialty food company founded in 2021 that produces natural-flavored syrups designed specifically for specialty coffee applications. The core product line consists of cane sugar and organic agave-based syrups in flavors including Vanilla, Lavender, Salted Caramel, Caramel, Simple, Hazelnut, Pumpkin Spice, Pistachio, and Strawberry, offered in 375ml ($15) and 750ml ($22) formats. All SKUs are formulated to be gluten-free and vegan, with real ingredients and natural flavors rather than high-fructose corn syrup or artificial additives. Recipes are specifically tuned to complement the flavor profile of specialty coffee (espresso, cappuccinos, lattes, pour-overs) rather than functioning as generic cocktail syrups. Limited-edition SKUs, such as the Apple Spice syrup co-developed with Ryan Castelaz of Discourse Coffee, augment the core catalog seasonally.
The company operates a dual-channel go-to-market combining direct-to-consumer e-commerce via propersyrup.com with a B2B wholesale network spanning approximately 11 specialty distributors, including Odeko, Faire, Solex Fine Foods, Shoreline Supply Co, Eight Ounce, NOBL Beverages, Virtue Distributors, Blessed Brews, and New California. Customer acquisition is reinforced by a 'Drink Lab' recipe platform featuring barista-style drink recipes designed to drive product usage at home. Revenue derives from three streams: one-time product purchases (single bottles and curated 3-bottle bundles at $40 for 375ml and $60 for 750ml), a subscription service called 'Proper Club' offering 10% discounts with delivery cadence options ranging from monthly to six months, and wholesale distribution through partner channels targeting specialty coffee shops, cafes, and food service operators. Accessories (syrup pumps delivering a precise 0.25oz portion, sold individually at $4 or as a $12 trio) and merchandise (caps, jersey, tote, glass can) round out the catalog.
Primary customer segments are specialty coffee shops/cafes and specialty coffee enthusiasts, with home baristas and cocktail/bar professionals as secondary segments. Pricing is positioned at a premium to mass-market syrups, reflecting the clean-label ingredient story. The company is privately held with no disclosed funding, no disclosed revenue, and operates with a 1-10 employee footprint.
Proper Syrup firmographics
Firmographics- Name
- Proper Syrup
- Legal name
- Proper Syrups
- Website
- https://propersyrup.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Proper Syrup is a US specialty CPG company founded in 2021 that produces natural, cane sugar and organic agave-based flavored syrups for specialty coffee, sold through DTC e-commerce, subscriptions, and ~11 wholesale distributors targeting cafes, home baristas, and mixology customers.
- Ownership category
- akta.pro rank
Proper Syrup industry classification
Industry- Product category
- Specialty Coffee Syrups
- NAICS
- Flavoring Syrup and Concentrate Manufacturing (311930)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee & Tea Concentrates, Syrups & Extracts (CRADAHAI)
- akta.pro secondary industry
- Coffee & Tea Concentrates (Liquid, Extracts, Syrups) (AFAFAGAC)
Keywords
Proper Syrup business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of individual syrup bottles and bundles through e-commerce website. Products sold in 375ml and 750ml sizes with various flavors including Vanilla, Lavender, Salted Caramel, Hazelnut, Caramel, Simple, Pumpkin Spice, Pistachio, Strawberry, and Apple Spice.
- Subscription (Proper Club): Recurring subscription model allowing customers to receive regular shipments of selected syrups. Subscriptions can be managed online, with options to add products, change frequencies, and skip shipments. Subscribers receive a 10% discount on subscription orders.
- Wholesale Distribution: B2B sales through wholesale partners and direct wholesale inquiry for cafes, coffee shops, and restaurants. Products distributed through multiple wholesale suppliers including Odeko, Faire, Solex Fine Foods, Shoreline Supply Co, Eight Ounce, Cafuné, Barista Underground, NOBL Beverages, Virtue Distributors, Blessed Brews, and New California.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Syrup Bottles - 750ml |
| Unit Pricing | Pay-as-you-go | Single Syrup Bottles - 375ml |
| Unit Pricing | Pay-as-you-go | Bundle & Save - 375ml (3 bottles) |
| Unit Pricing | Pay-as-you-go | Bundle & Save - 750ml (3 bottles) |
| Subscription | Monthly | Subscription Pricing |
| Unit Pricing | Pay-as-you-go | Syrup Pump Accessories |
| Unit Pricing | Pay-as-you-go | Merchandise Items |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Proper Syrup product offering
Product offeringCore offering
Proper Syrup produces and sells natural, clean-label flavored syrups formulated specifically for specialty coffee applications, in 375ml and 750ml bottle sizes with flavors including Vanilla, Lavender, Salted Caramel, Caramel, Simple, Hazelnut, Pumpkin Spice, Pistachio, and Strawberry, plus limited-edition collaborations such as Apple Spice. The company distributes through its own e-commerce website with subscription options and through wholesale partners serving specialty coffee shops, cafes, and bar establishments.
Product overview
Proper Syrup is a specialty syrup company offering natural syrups in two bottle sizes (375ml and 750ml) made with Cane Sugar & Organic Agave, all Gluten Free and Vegan. The core product portfolio includes Vanilla, Lavender, Salted Caramel, Caramel, Simple, Hazelnut, Pumpkin Spice, Strawberry, Pistachio, and Apple Spice (limited release) syrups. Products are offered both individually and in curated bundles including Best Sellers, Classics, Fall Favorites, Cocktail Classics, and Matcha Lovers bundles. Accessories include Syrup Pumps (sold individually or as a trio), and merchandise includes Proper Caps, Canvas Tote, Proper Jersey, and Proper Glass Can. The syrups are specifically formulated to complement specialty coffee beverages including espresso, cappuccino, lattes, and pour overs.
Differentiator
Problem solved
Functional benefit
Products and services
- Vanilla 750ml Natural vanilla syrup in a 750ml bottle made with Cane Sugar and Organic Agave; gluten-free and vegan; formulated for specialty coffee applications.
- Lavender 750ml Natural lavender syrup in a 750ml bottle made with Real Lavender, Cane Sugar, and Organic Agave; gluten-free and vegan.
- Salted Caramel 750ml Natural salted caramel syrup in a 750ml bottle made with Cane Sugar and Organic Agave; gluten-free and vegan.
- Caramel 750ml Natural caramel syrup in a 750ml bottle made with Cane Sugar, Demerara Cane Sugar, and Organic Agave; gluten-free and vegan.
- Simple 750ml Simple syrup in a 750ml bottle made with Cane Sugar, Water, Organic Agave Syrup, and Citric Acid; gluten-free and vegan.
- Hazelnut 750ml Natural hazelnut syrup in a 750ml bottle made with Cane Sugar and Organic Agave; gluten-free and vegan.
- Pumpkin Spice 750ml Pumpkin spice syrup in a 750ml bottle made with Real Spices, Cane Sugar, and Organic Agave; gluten-free and vegan.
- Strawberry 750ml Natural strawberry syrup in a 750ml bottle made with Cane Sugar, Organic Agave Syrup, and Strawberry Juice Concentrate; gluten-free and vegan.
- Vanilla 375ml Natural vanilla syrup in a 375ml bottle made with Real Vanilla, Cane Sugar, and Organic Agave; gluten-free and vegan.
- Lavender 375ml Natural lavender syrup in a 375ml bottle made with Real Lavender, Cane Sugar, and Organic Agave; gluten-free and vegan.
- Caramel 375ml Natural caramel syrup in a 375ml bottle made with Cane Sugar, Demerara Cane Sugar, and Organic Agave; gluten-free and vegan.
- Salted Caramel 375ml Natural salted caramel syrup in a 375ml bottle made with Cane Sugar, Demerara Cane Sugar, Organic Agave, and Jacobsen Sea Salt; gluten-free and vegan.
- Hazelnut 375ml Natural hazelnut syrup in a 375ml bottle made with Cane Sugar and Organic Agave; gluten-free and vegan.
- Pumpkin Spice 375ml Pumpkin spice syrup in a 375ml bottle made with Real Spices, Cane Sugar, and Organic Agave; gluten-free and vegan.
- Pistachio 375ml Natural pistachio syrup in a 375ml bottle made with Cane Sugar and Organic Agave; gluten-free and vegan.
- Apple Spice Limited-edition apple spice syrup made with Organic Cane Sugar, Apple Juice Concentrate, and Natural Flavors, co-created with James Beard-nominated drink maker Ryan Castelaz, founder of Discourse Coffee.
- 375ml Best Sellers Bundle Bundle of Vanilla, Lavender, and Salted Caramel natural syrups in 375ml bottles, priced at $40 to save $5 versus individual purchase.
- 750ml Classics Bundle Bundle of Vanilla, Salted Caramel, and Hazelnut natural syrups in 750ml bottles, priced at $60 to save $6 versus individual purchase.
- 750ml Cocktail Classics Bundle Bundle of Lavender, Simple, and Pistachio natural syrups in 750ml bottles for cocktail mixology, priced at $60 to save $6 versus individual purchase.
- 750ml Fall Favorites Bundle Bundle of Salted Caramel, Hazelnut, and Pumpkin Spice natural syrups in 750ml bottles for seasonal flavoring, priced at $60 to save $6 versus individual purchase.
- 750ml Best Sellers Bundle Bundle of Vanilla, Lavender, and Salted Caramel natural syrups in 750ml bottles, priced at $60 to save $6 versus individual purchase.
- Syrup Pump Syrup pump designed to fit 750ml Proper Syrup bottles, delivering a 0.25 oz portion per pump for precise dosing in cafes and at home. Priced at $4.
- Syrup Pump Trio Set of three syrup pumps designed to fit 750ml Proper Syrup bottles, each delivering 0.25 oz per pump. Priced at $12.
- Proper Cap (Mustard Yellow) Limited edition Proper Syrup classic cap in mustard yellow featuring the Proper logo in white embroidery, priced at $25.
- Proper Cap (Purple Embroidery) Limited edition Proper Syrup classic cap featuring Proper embroidery in purple; pre-order only, currently in production.
- Canvas Tote Proper Syrup Limited Edition Canvas Tote Bag in natural beige featuring the Proper Syrup logo and an elegant leaf design in lavender.
- Proper Jersey Limited Edition Proper Syrup Beige Baseball Jersey Tee with minimalist design featuring the Proper Syrup logo screen printed on the front and a custom graphic of a Proper Syrup bottle with a blooming flower on the back; priced at $36.
- Proper Glass Can Custom designed Proper Syrup glass can featuring the Proper Syrup logo in a lavender hue, intended for iced lattes and matchas paired with Proper Syrup.
Companies that use Proper Syrup
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Proper Syrup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Proper Syrup partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- OdekocoreWholesale distribution partner listed on the Proper Syrup website for ordering their syrup products. Odeko is a cafe supply platform serving coffee shops and restaurants.
- FairecoreWholesale marketplace partner for Proper Syrup. Faire is a wholesale platform connecting brands with retailers. Listed as brand partner (b_h42fwh4ept) on Faire marketplace.
- Solex Fine FoodscoreWholesale distribution partner for Proper Syrup products, serving specialty food and beverage retailers.
- Shoreline Supply CocoreWholesale supplier partner distributing Proper Syrup products to cafes and coffee shops.
- Eight OuncecoreCoffee equipment and supply wholesale partner for Proper Syrup distribution.
- CafunéminorReferral partner linking to Cafuné from Proper Syrup homepage. Cafuné is a specialty coffee brand.
- Barista UndergroundminorWholesale supplier partner for Proper Syrup distribution to barista and coffee enthusiast community.
- NOBL BeveragesminorBeverage-focused wholesale distribution partner for Proper Syrup products.
- Virtue DistributorsminorGeneral distribution partner handling Proper Syrup wholesale orders.
- Blessed BrewsminorWholesale partner for Proper Syrup distribution.
- New CaliforniaminorWholesale partner for Proper Syrup distribution in California region.
- Discourse CoffeecoreStrategic collaboration with Ryan Castelaz, James Beard-nominated drink maker and founder of Discourse Coffee, to create the exclusive limited-edition Apple Spice syrup. Features crisp apple, warm spice, and sweetness. Castelaz is described as a drink maker, author, and founder of Discourse Coffee.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Proper Syrup competitors and assessment
Company assessmentDirect peers
- DaVinci Gourmet: Specialty syrup and sauce brand primarily serving cafes, coffee chains, and foodservice operators. Comparable in target customer (specialty coffee shops) and product format (flavored syrups for espresso drinks).
- Torani: Established American syrup brand offering a broad portfolio of flavored syrups for coffee, espresso, and specialty beverages. Directly comparable product category, similar cafe/foodservice and consumer channels, and the dominant legacy incumbent Proper Syrup is positioning against.
- Liber & Co. Premium craft cocktail and coffee syrup brand emphasizing natural ingredients and small-batch production. Closely mirrors Proper Syrup's natural/clean-label, premium positioning and DTC-plus-wholesale model.
- 1883 Maison Routin: French gourmet syrup brand distributed in cafes and bars worldwide. Comparable in flavor range, barista-focused positioning, and broad foodservice distribution model.
- Monin: Global French-headquartered gourmet syrup brand with deep penetration in cafes, coffee shops, and foodservice. Closest comparable in terms of SKU breadth, flavor innovation, and specialty coffee positioning.
- Jack Rudy Cocktail Co. Small-batch craft cocktail syrup and mixer brand with premium positioning and DTC distribution. Comparable in scale, natural-ingredient emphasis, and specialty retail/wholesale channel mix.
- Sonoma Syrup Co. Craft cocktail and coffee syrup maker with a curated, premium flavor portfolio sold DTC and through specialty retail. Comparable in craft positioning, premium pricing, and cafe/cocktail dual-use.
- Royal Rose Syrups: Organic, fair-trade certified simple syrups and cocktail mixers sold DTC and through specialty distributors. Comparable in clean-label organic positioning and craft cocktail/coffee crossover use cases.
Broad incumbents
- Wholesome Sweeteners: Larger natural sweetener company (organic cane sugar, agave, honey) with mainstream retail distribution. Not a direct syrup competitor but a broad incumbent in the natural sweetener space that informs Proper Syrup's ingredient positioning.
- Fuchs Group: Large industrial flavor and seasoning manufacturer supplying B2B customers across foodservice and CPG. Represents the broader, scaled flavor/syrup incumbent ecosystem that Proper Syrup ultimately competes against for cafe and retailer contracts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Proper Syrup social profiles
Digital presenceProper Syrup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proper Syrup leadership team
Management profileNumber of profiles
Proper Syrup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proper Syrup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Proper Syrup
What does Proper Syrup do?
Proper Syrup produces and sells natural, clean-label flavored syrups formulated specifically for specialty coffee applications, in 375ml and 750ml bottle sizes with flavors including Vanilla, Lavender, Salted Caramel, Caramel, Simple, Hazelnut, Pumpkin Spice, Pistachio, and Strawberry, plus limited-edition collaborations such as Apple Spice. The company distributes through its own e-commerce website with subscription options and through wholesale partners serving specialty coffee shops, cafes, and bar establishments.
Is Proper Syrup a public or private company?
Proper Syrup is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Proper Syrup founded?
Proper Syrup was founded in 2021. It employs 1 to 10 people.
How does Proper Syrup make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Proper Club) and wholesale Distribution.
Who are Proper Syrup's main competitors?
Direct peers on record are DaVinci Gourmet, Torani, Liber & Co., 1883 Maison Routin, Monin, Jack Rudy Cocktail Co., Sonoma Syrup Co. and Royal Rose Syrups. Broad incumbents are Wholesome Sweeteners and Fuchs Group.
Does Proper Syrup have an API?
No public API is recorded for Proper Syrup.
What industry is Proper Syrup in?
Proper Syrup's product category is Specialty Coffee Syrups. Its primary akta.pro industry code is CRADAHAI, Coffee & Tea Concentrates, Syrups & Extracts, with a secondary code of AFAFAGAC, Coffee & Tea Concentrates (Liquid, Extracts, Syrups). Its NAICS code is 311930 and its SIC code is 2080.