Torani Unveils Whimsical “Flavor Factory” Pop-Up for Its 100th Anniversary

SAN LEANDRO, Calif.--(BUSINESS WIRE)--Global flavor company Torani will continue its 100th anniversary celebrations by welcoming visitors into a colorful and fantastical “Flavor Factory” pop-up experience April 11 through 13, 2025. This immersive imaginarium of flavor takes visitors through Torani’s rich history, where guests can explore a century of flavor, craft unique beverage concoctions with the help of “Syrup Sommeliers” and get a taste of the bold flavors shaping the future.

This exclusive pop-up event will take place in San Francisco's historic North Beach district, where Torani was founded a century ago. It was in this neighborhood – known as the city’s “Little Italy” – that wife and husband Ezilda and Rinaldo Torre first began mixing up their Italian-style handcrafted syrups in 1925, using recipes from their families’ hometown of Lucca, Italy.

The free-to-attend pop-up event will transport visitors to a world of play where Torani’s history and magic will come alive through vividly colorful discovery moments and photo ops, including a Flavor Discovery Wall and a Beverage Creation Station.

“Torani has always been about bringing people together through flavor, and the Flavor Factory pop-up is designed to do just that,” said Torani CEO Melanie Dulbecco. “For 100 years, our team, customers, and partners have been at the heart of everything we do. This celebration is our way of mixing up a little flavor and fun with the community that’s made it all possible.”

As part of its centennial celebration, the company is also embarking on a nationwide mobile tour with stops in New York City, Seattle, Austin and Phoenix. Along with the tour, Torani is releasing two throwback flavors from its original 1920s lineup: Black Anisette and Tamarindo. For those who can’t make it to the pop-up and mobile tour, both flavors are now available nationwide on Torani.com for $10.59 per 750 ml bottle.

The Flavor Factory Pop-Up Experience

The three-day pop-up will be held in a 2,691 square-foot San Francisco storefront that’s easily accessible by public transit or on foot. The space will host multiple interactive stations with something for every flavor enthusiast.

Separated into multiple areas, the Flavor Discovery Wall offers visitors a unique way to learn more about Torani while discovering new flavors and drink recipes. Guests can explore a mini museum of Torani’s history, traveling back to 1925 to taste the newly re-released “throwback” flavors Black Anisette and Tamarindo or sample one of its most recent offerings: Torani Diamond Syrup, the company’s “Flavor of the Century”. Guests can then explore “Spotlight Sips”, a wall of mystery recipes waiting to be discovered, and uncover their “Pouroscope”, which provides visitors with a look into their “flavor future”. Every guest will receive a free 50 ml Torani syrup and tote bag, and the first 100 visitors each day will receive additional merch to take home.

The heart of the Flavor Factory is the Beverage Creation Station, where guests can discover a myriad of flavors and pairings to create a drink that’s uniquely their own. Through a customized flavor algorithm, visitors will complete a quiz to build their signature beverage and get a splash of assistance from a “Syrup Sommelier”, a trained flavor expert who will help determine the perfect combination for their drink.

Rounding out the experience are the Diamond Walls, where guests can learn more about the impact of Torani Diamond Syrup and purchase their own bottle. 100% of profits from every purchase will go to organizations creating work readiness and first job opportunities for underserved communities. When guests purchase Diamond Syrup at the pop-up, they can drop a “diamond” into a life-size syrup bottle to see the opportunities their purchase creates.

Torani’s Flavor Factory pop-up experience is located at 1643 Powell Street, San Francisco, CA 94133 and open to the public for free on April 11 from 11 a.m. to 7 p.m. and April 12-13 from 10 a.m. to 6 p.m. The event will also offer limited-time merchandise that is only be available to purchase during the pop-up’s duration, including apparel and more.

A Cross-Country Mobile Tour

The celebration continues this summer and fall as Torani's “Little Treat Truck” embarks on a cross-country tour, with stops in New York, NY at Astor Place (May 16-17 from 10 a.m. to 6 p.m.) and Seattle, WA on Pier 62 (June 6-7). The mobile tour will recreate the Flavor Factory pop-up experience on a smaller scale, allowing visitors to create personalized beverages with help from Syrup Sommeliers. The mobile truck will also visit Austin, TX and Phoenix, AZ in October, with specific dates to be announced.

About Torani

Torani is deeply committed to being an amazing flavor company whose purpose is “flavor for all, opportunity for all.” Established in San Francisco’s North Beach neighborhood in 1925, we put Italian sodas on the U.S. map in the 1920s and created the world's first flavored latte in the 1980s. From the beginning, we’ve used only the best ingredients, like natural flavors and pure cane sugar, to craft flavors that are vibrant and delicious. Enjoyed in cafes, restaurants, and home kitchens for 100 years, Torani strives to lead flavor innovation globally while remaining a fiercely independent, people-first Bay Area business. In practice and life beyond the bottle, Torani is a certified B Corp that believes businesses should create more opportunity, and we’re dedicated to helping all the people, partners, and communities we touch thrive. Learn more at torani.com.