Mix with Mendis

LUXEHUNT NEW YORK

2009-07-02T17:31:00.013-05:00

I mentioned last week we have lately been planning for the launch of our new collection, ML Gold Collection. Well, next week we will be launching the ML Gold Collection marketing campaign called Luxe Hunt, on www.luxehunt.com. This campaign is being launched by Luxe Coterie, Inc., the company that handles Mendis Coconut Brandy collections and marketing. We will offically launch the Luxe Hunt campaign on the 9th or 10th next week, with a formal press release about it on the 18th of July.

Also watch out for news on Mendis Million Dollar bottle and who has it, we will be releasing details about this on the 18th of July on the back of the ML Gold Collection marketing campaign. In addition, near the end of this month we will have an update where you can view the Mendis Luma Collection; Cognac diamond cufflinks and 3rd and 4th bottles signed by Jean Luma, valued at $1M.

Chris S. Richardson
President

Going Guerilla on New York

2009-06-26T14:10:00.009-05:00

The past two weeks we have been planning for two up coming events, namely, the presentation of one of our collections on July 18th and the other is the launch of our new collection release, ML Gold collection, in New York City.

The launch of our ML Gold collection is going to be our first public release where we are involving the public at large to actively participate in the event and get something out of it. With past events we have kept things exclusive, though that is about to change. I want to release something whereby it affects a city at large and everyone has a chance to take part in it.

I got the ML Gold collection launch concept from a marketing campaign I have always had stuck in my head from the mid 1990’s, when Sir Richard Branson launched his Virgin (mobile) brand into the Australian market. I remember one day, back in '96 I think, at lunch time coming out of my the office where I worked in downtown Sydney and walking over to one of the main high end shopping drags, castlereigh st, at which point I ran into a mocked up tank running down the street with Sir Richard on top of it and several other Virgin brand ambassadors around the tank as it ran down the main shopping area.

Although we are not going to do something like this, but rather create our own unique campaign for the Mendis brand, I liked the impact it had and left. On July 18th we will be releasing details to the press about the presentation of one of our collections. On July 24th and 30th we will be releasing details of our ML Gold collection campaign to hit New York City on July 31st.

Chris S. Richardson
President

Pricing Schedule

2009-06-12T15:26:00.013-05:00

Post the release of our Mendis Luma Collection under Luxe Coterie, Inc., consisting of the 3rd and 4th bottles of Mendis Coconut Brandy paired with an exquisite set of rare ML Cognac diamond cuff links, Mendis is now preparing for its next collection release under Luxe Coterie.

This upcoming collection comes from my personal stock, consisting of the 5th and 6th bottles of Mendis Coconut Brandy that are signed, dated and numbered by myself and wrapped in pure gold leaf security seals. This collection is appropriately termed the ML Gold Collection.

Both bottles in the ML Gold Collection will be offered separately, the 6th bottle is part of the presentation the other is being sold. Pricing schedule wise these bottles will be the last of our six figure collectible bottles, all subsequent collections/bottles will be sub $100K. We do have a firm pricing schedule in place, the only reason the Mendis Luma Collection was priced at $1M was due to it being sold only as a set, though broken down you would get to see Mendis scaling price schedule.

To provide a rough idea of our pricing schedule;

Mendis Million Dollar Bottle (First Production bottle, signed by Mr. Mendis) $1,000,000.00

Mendis second production bottle (signed by Mr. Mendis) $750,000.00, owned by Janis Carter.

Mendis Luma Collection (third bottle, signed by Jean Luma) $500,000.00

Mendis Luma Collection (Fourth Bottle, signed by Jean Luma) $350,000.00

Based off our scaling pricing schedule you can now get a feel for where the ML Gold Collection will be priced at. With time these bottles will become highly collectible first release bottles of the first branded “Coconut Brandy” category of alcohol. “Coconut Brandy” is a new category of alcohol recently recognized by the US Treasury from our lobbying process that has created this legal precedence, TTB ID: 08283003000003. Mendis International, Inc. is the first company in the world to hold this new category classification with the TTB, not to be confused with “Coconut Flavored Brandy” (i.e. Brandy flavored with Coconut), as oppossed to Mendis that is an alcohol spirit actually made from coconut, big difference and two completely different products.

Granted, as we release more collections the price will subsequently drop. We are not about inflating the price of Mendis Coconut Brandy with gems plastered on the bottles, the value is the intrinsic value based off of the limited numbering and signatures markings on these first of their kind release bottles, along with the uniquess of the liquid itself, something that no alcohol company has ever done.

As we progress with these collections there is an ultimate price point we will stabilize at, but it will be a price point to maintain the integrity of the brand, not at a price point to drive mass sales. For now however, you will soon find out the pricing of our ML Gold Collection and where it is being presented.

Chris S. Richardson
President

Private collection release

2009-06-05T13:33:00.005-05:00

Back from Monaco and closing up a few lose ends before we announce what is going on. Also watch out for our second Signature-Premium collection being rolled out under Luxe Coterie, Inc. in the coming fortnight. I will provide more details of our up coming second collection release next week, what I will let you know in advance though is that this second Signature-Premium collection is part of my private stock to be released and comprised of only two bottles.

Chris S. Richardson
President

Mendis Luma Collection display shots, Monaco 2009

2009-06-02T11:25:00.002-05:00

Luxe Coterie Offers First Spirit/Jewelry Collection for $1,000,000

2009-05-18T13:29:00.003-05:00

Luxury Coconut Brandy Paired with Designer Diamond-Studded Cufflinks Creates an Exquisite Combination

Press Release

NEW YORK, May 18 /PRNewswire/ -- Luxe Coterie Inc., the world's first company to co-brand a high-end spirits label and an exclusive designer/gemologist together under one house, announced today the pricing for the release of their first Spirit/Jewelry collection -- the Mendis Luma (ML) Collection. The Collection will be offered for $1,000,000 USD.

The ML Collection is a limited-run set consisting of the 3rd and 4th bottles ever produced of Mendis Coconut Brandy paired with Cognac-colored diamond cufflinks crafted from 18 carat white gold designed and created by Jean Luma, Principal of Luma Diamond Consultants, LLC. The bottles in the offering are signed, numbered and dated by Jean Luma.

For additional information on Luxe Coterie and the ML Collection visit:

http://www.luxecoterie.com

For press enquiries, please contact:
Tiffany Foxworth
Vice President, Media Relations
tfoxworth@luxecoterie.com
Ph: (866) 746-5044

SOURCE Luxe Coterie Inc.

Introducing the Ultra Premium Vodka Killer

2009-05-14T04:57:00.006-05:00

World’s First “Signature Premium” Spirit Released

Press Release

New York , NY (PR WEB) May 14, 2009- Luxe Coterie, Inc. announced today the introduction of the world’s first “Signature Premium” spirit being released as a part of the new Mendis Luma (ML) Collection.

The ML Collection is a limited-run set consisting of the 3rd and 4th bottles ever produced of Mendis Coconut Brandy. The bottles bear the Mendis and Luma names, signature marks and are paired with custom designed ML cufflinks adorned with Cognac-colored diamonds set in 18 carat white gold- created exclusively for the Collection.

The ML Collection also introduces the new “Signature Premium” category into the spirits market. A Signature Premium spirit is defined as being part of a limited short-run collection that holds intrinsic value due to the uniqueness of the liquid, artistic expression and handwritten signature markings on the bottle itself.

“The Ultra Premium market, which consists mostly of vodkas, simply put is oversaturated and mundane,” says Billy Yip, Senior Global Brand Manager of Luxe Coterie, “with over several hundred vodka products to choose from, consumers having been waiting for something new that is completely unique to anything that has been available previously. Mendis Coconut Brandy is that product and with the launch of our ML Collection, those with discerning palates have a chance to own and taste a product that is a very high cut above the rest. The world has been waiting for a Signature Premium product for a while and we are proud to be the first to meet the needs of those who want to own an exclusive spirit.”

Chris Richardson, President of Luxe Coterie further adds, “The release of the Mendis Luma Collection marks a first in the spirits industry and raises the bar in the spirits market to a whole new level. We are proud to launch the Signature Premium line with the renowned Gemologist and designer Jean Luma, principal of Luma Diamond Consultants, LLC., under Luxe Coterie.”

Luxe Coterie has been exclusively licensed by Mendis International and Luma Diamond Consultants, to create and release the ML Signature Premium Collections. Luxe Coterie will announce pricing for this collection on May 18th.

For information on Luxe Coterie visit:
http://www.luxecoterie.com

For additional brand information visit:
http://www.lumadc.com
http://www.mendisbrandy.com

Mendis Luma Collection Cufflinks

2009-05-13T22:00:00.009-05:00

As an exclusive for viewers to this blog, here is a sneak peak before we unveil these rare ML Cognac-colored diamond cuff links on the mega luxury yacht, Lady Lola, during Monaco Grand Prix next week. These cuff links are paired with Mendis Coconut Brandy 3rd and 4th the bottles in world of Coconut Brandy, that come signed by both Jean Luma (Chief designer) and myself. Pricing will be released to world media on Monday, May 18th.

Chris S. Richardson
President

World's First High-End Spirits/Jewelry Company Formed

2009-05-12T10:08:00.002-05:00

Press Release

New York, NY (PRWEB) May 12, 2009 -- Mendis International Inc., the company that released its first bottle of Coconut Brandy for a million dollars, has signed an agreement with renowned gemologist Jean Luma, under the design house of Luxe Coterie, Inc., to exclusively release limited collections of Mendis Coconut Brandy.

Luxe Coterie, Inc. will fashion exquisite jewelry under the Mendis and Luma names, co-branded "ML". The jewelry will be paired with limited-run, individually numbered bottles of Mendis Coconut Brandy, signed by Chris Richardson, the founder of Mendis International. Jean Luma, principal of Luma Diamond Consultants, LLC., has created high-end pieces of fine custom jewelry that, now joined with Mendis Coconut Brandy, will create a unique synergy between two luxury brands.

This new venture will be the world's first label to co-brand a high-end spirits label and a fine jeweler together in an unparalleled collection. To date, only one bottle of Coconut Brandy exists in the marketplace- the Mendis Million Dollar Bottle. This new venture will culminate with an exclusive second release of Mendis Coconut Brandy by Luxe Coterie, the details of which will be released on May 14th.

For information on Luxe Coterie visit:
http://www.luxecoterie.com

For additional brand information visit:
http://www.lumadc.com
http://www.mendisbrandy.com

MENDIS LUMA COLLECTION WORLD RELEASE MAY12th, 11AM

2009-05-11T08:16:00.004-05:00

Tomorrow morning at 11am is the official launch date for the Mendis Luma Collection promotion campaign. We will be releasing full images and collection details via the media and our new website for this collection. The promotion campaign for press will run for 2 months and is part of a world first collection series in alcohol we have been planning for the past 9 months. We have partnered with some prestigious companies to bring this all together and it is with great pleasure we can now announce to the media just what this exciting project has been all about. I will post each official media release here as they appear to the press. After the first press releases I will post all others 24 hours prior to them hitting the newswires.

Chris S. Richardson
President

Luxury, Defined.

2009-05-01T15:09:00.008-05:00

This past week we disclosed on our website exactly what the Mendis Luma Collection is all about in the events area. In a nut shell this collection is an auxiliary extension of the Mendis brand aligned with renowned gemologist Jean Luma to create unique one off pieces. The Million Dollar Bottle was very unique not to mention valuable, though now the bottle has come to the end of its road with finding a home on May 20th in Monaco; we have been looking towards innovative ways of creating renowned collections that will stand the test of time like the Million Dollar Bottle.

I mentioned last year that the Mendis Luma collection involves some of the best names in the world collaborating to create something that has never been done before and associated with some of the biggest and best names when it comes to venue and promoters. Just that is the case and all will be uncovered in Monaco and what we have coming after that.

These collections are possible because Mendis is extremely unique from the worldwide legal precedence it set as the first of its kind, this positioning has opened the brand up to many opportunities and benefits that other following brands will not have. But just like all new things it takes time to develop awareness, though once that awareness comes the brand will reach a certain point of critical mass where it exponentially grows with mass market acceptance.

The greatest thing I contribute to the Mendis brand is our unique bottle numbering from the first production bottle, this have never been done before by any alcohol company. However, this business model works for Mendis due to the unique legal precedence Mendis holds, though would fail for most other alcohol brands. Most companies do the opposite of what we have done; create the brand with mass production, then try to create one off creations after they have mass product already saturated in the market. I understand this model works for a capitalistic market place, though in reality it fails in building a long term luxury brand.

Anyway, let me get back to what I wanted to discuss with you about the collections we have coming out and that you have been waiting to hear about. These collections are not just about the alcohol but about releasing a new element to Mendis Coconut Brandy, a new line extension associated with the Mendis name that will compliment it. The Mendis Luma Collection is a long term joint collaboration between other luxury companies to develop new product line outside the exclusive alcohol brand. For more you will have to visit our events page to find out exactly what our first line will be, but it is detailed under the Mendis Luma Collection. This collection is the first of a couple of highly prestigious names we are working with in developing new lines of product under these collections.

I am contemplating whether to release pictures of this collection prior to Monaco, though one thing we will do is start the promotion campaign just before Monaco. We had held off on it due to being busy preparing for this event, though now we have caught up on preparations we are focusing back on the promotion campaign.

For those lucky few attending the Cannes Film Festival and Monaco Grand Prix onboard the mega luxury yacht Lady Lola we have a very special treat in store for you as a world exclusive from Mendis. We will also be hosting a VVIP private tasting session on the yacht that I will personally be handling for you. Our private tasting sessions are a sampling of Mendis Coconut Brandy with tasting notes, along with a private viewing of Mendis Million Dollar Bottle, before it goes on the auction block with Hamilton Bland.

The Mendis Million Dollar Bottle is our prized item and something that is closely associated with our company heritage. The value of this bottle is hard to place, based upon the legal precedence it holds and it being signed and numbered as the first actual bottle. In the coming years the value of this bottle will far exceed the purchase price of $1M due to the unique markings and one off nature of the bottle. I am sure it will find a safe and secure home where it will be treasured and bring value to its new owner.

As I say about Mendis and definitely Mendis Million Dollar Bottle, it is simply…Luxury, Defined.

Chris S. Richardson
President

Mendis' personal gemologist

2009-04-17T17:00:00.006-05:00

As you know last week I released details about the signing with renowned gemologist, Jean Luma . On the back of this signing, one may think this new collection is some gem incrusted bottle, but it’s not. No gems will be added to any Mendis bottles, that’s not what Mendis is about our value is within the bottle itself and scarcity of it and the liquid inside it. I have envisioned something far greater than that, something that has never been done before, sort of an extension of the Mendis brand but in a different way, that will be disclosed soon.

On May 17th I will be flying to Cannes to be aboard Lady Lola to donate our Million Dollar Bottle over to a very just cause charity headed by some of, if not, the biggest names in Hollywood. I forgot to ask Matt (CEO, Principality Group UK) today if I could disclose the names and charity, but will do so next Friday.

We were going to release shots of the Mendis Luma Collection last week though decided to hold off until the Cannes event, where we will show case it. At the Lady Lola event media have been bidding on exclusive rights to shoot the event and celebrities present, so we couldn’t think of a more fitting venue to uncover the collection to the world.

I noticed the other week a person posted a comment about why they can’t get their hands on any Mendis Coconut Brandy through retailers or wholesalers. The main reason for this is that we have only released our Million Dollar Bottle and for now only release limited run collections under our co-branded Mendis and Luma (ML) signature premium collections.

We hold liquor licenses in foreign countries through sister companies that enable us to sell our collections across the globe. In the US we hold our Importers permit and COLA to bring in the collections, though we do not release the pricing schedule to wholesalers as we only deal with a select demographic of buyers and only bring in the appropriate licensed state level wholesaler if we need to should a buyer reside in that state.

Therefore you will not find Mendis Coconut Brandy listed on a wholesaler’s retail list for general sale. We only take inquiries through our agent Billy Yip in NYC then go about setting up the appropriate partner to sell in the buyer’s local market. This saves us doing a lot of unnecessary leg work with wholesalers that at the end of the day may not have clients in our target secondary market.

Unfortunately, I have to cut this blog short here as I have an event to attend, though will surely pick up where I have left of next week.

Chris S. Richardson
President

Luma Diamond Consultants and Mendis Form Co-Branding Alliance, Sign $1 Million Deal

2009-04-10T12:38:00.008-05:00

Renowned gemologist joins up with elite spirit brand to create luxurious second release

New York, April 14th/ -- Mendis, the company that released the first bottle of Coconut Brandy for a Million Dollars, announced today the signing of an exclusive co-branding alliance with renowned gemologist, Jean Luma of Luma Diamond Consultants.

The House of Mendis is the first company to introduce the newest in ultra-luxury spirits- Coconut Brandy. To date, only one bottle of Coconut Brandy exists in the marketplace- the Mendis Million Dollar Bottle. Jean Luma has created beautiful high-end custom pieces for the world’s affluent. The agreement between Luma and Mendis will create a unique infusion between the two companies- which will culminate into an exclusive second release of Mendis coconut brandy, the details of which will be released on April 29th.

For brand information visit:
mendisbrandy.com
lumadc.com

Breaking the news

2009-03-06T13:09:00.007-05:00

In life it’s one thing to build something from nothing, though it is another thing to create something that has not been offered before for all to share. Regardless of success, it’s just the joy of the art of creating something unique for others to savor.

The Mendis Luma Collection we are about to release involves the collaborative work of several parties from different industries to create this unique offering we are about to bestow upon the market place. One of those entities we have collaborated with over this collection is Tiffany Foxworth of Red Carpet Agency in New York. Tiffany has been an integral part of our campaign in bringing in the right people to create just what it is we are about to release into the market.

Internally, The House of Mendis has an awesome legal team, headed by Ronald Gregg, former Senior Law Judge for New York State and inducted member of the Bar for the Supreme Court of the United States. Ronald has spent the last couple of years successfully lobbying the US TTB on the behalf of The House of Mendis. His work has set legal precedence and established The House of Mendis as the World’s first company to be granted by the TTB category approval to sell “Coconut Brandy”, which in itself is a legal milestone.

The entire venture and campaign would not be possible without the backing and corporate guidance from a man well known in the professional baseball world, Richard Stanley. Richard is the joint founder and former owner of the Yankee’s AAA league team, the Trenton Thunder. Richard is also the director of the Eastern League of Professional Baseball, along with sitting on numerous other company boards.

I had also mentioned late last year we were working with one of the most talented and promising up coming choreographers, T. Lang. T. Lang graduated with her Masters in Fine Arts from the world renowned NYU Tisch School for the Arts. T. Lang recently performed at the Metropolitan Opera House's Romeo et Juliet, though with her own technical choreographic masterpieces has gained recognition. T. Lang is now the Artistic Director of Spelman Dance Company and Professor of Dance at Spelman Drama and Dance department, one of the leading Liberal Arts Colleges. We have been working with T. Lang over setting a piece for this collection.

So very soon, you will see what all our hard work is about, how we have pulled it all together and whom else we are working with. It has been a massive undertaking on our part, though having the best people in each respective field to pull it together helps. This list is just the tip of the iceberg of whom we are working with and just what this unique collection is all about. To find out just how titanic this iceberg is, be sure to follow the campaign release in the coming weeks.

Chris S. Richardson
President

Words do not do justice

2009-02-20T18:08:00.010-05:00

Quick post for end of week, final stages are upon us now for things to be officially released. Our new company site at www.mendisbrandy.com has been launched, then in the coming weeks now, yes we are within days of the release of all the news; major joint alliance deals with other companies we have signed, endorsement deals, venue selection, full release on the Mendis Luma Collection and much, much more ground breaking news will be released.

In all honesty this blog and words do no justice to the scope of what we are about to release upon the market, the names and companies we are working co-jointly with and the concept we are about to release. When I say nothing like this has been done before, I mean it.

As you can tell, we are getting very excited about breaking all the news and the last 9 months hard work in putting this collection, along with others together. The media campaign we are running spans 12 weeks digitally, though the venue location will be running throughout 2009, not to mention some elite venue parties we have signed up.

This campaign is an infusion of many different industries and well recognized talent within each respective sector. It has taken a long time to pull together, though it is going to be something absolutely spectacular, that you will forgive me for the long delays in getting just what it is to you. So hold your hat and be ready in the coming days for something that the world has never seen before.

Chris S. Richardson
President

Preferred list premiere

2009-02-13T17:05:00.009-05:00

The past couple of weeks I have not found the time to sit down to write a blog entry, things have just been consuming me with work, though today we opened our preferred list here on the premiere page so I couldn’t let the day pass without a brief note about it. The benefit of signing up to this list is that it affords you the luxury of what is usually reserved for a select few media and insiders, a pre-release online viewing of our next production release; Mendis Spring 2009 Signature Premium collection world release. So for those of you wanting to be the first to view this collection be sure to sign up.

On top of this premiere list opening we are only weeks away from implementing our media promotion campaign. The campaign roll out is taking more time and planning than I initially planned for, though the details are in the fine print and we have to be sure that everything is precise with this being our first major campaign, thus I would rather have a month delay over not doing something right. Though once we get through this it will set the structure for us in the future to work off and be more effective and efficient in the planning and release of such items.

For those of you that sign up to the list you will get first hand updates on all our upcoming press releases, 24 hours before the media. Some of our first Press Releases will provide the meaty information you have been waiting to hear, such as; our recently signed partnership deals, Mendis Luma signature premium collection images, venue placement for viewing and other deals in the pipe line.

This is the first time in two years we have released a campaign, time that shouldn’t have lapsed so long without new product releases though we had a delayed period of time lobbying the US TTB for our unique and world first category approval, not to mention about 9 months in the planning for these world first signature premium collection releases. To the viewer it looks like things have been stagnant, though our general council (Ronald Gregg, Gregg & Associates) has been extremely busy on the back end the past 12 months processing paper work for our category approval, intellectual property protection and other legal matters, in addition to us developing the vision for these new collections and effectively planning and implementing them to be a success.

For now, for those lovers of the finer things in life or simply just loving to be the first to attend an exclusive release preview, be sure to sign up to our preferred list, otherwise I’m sure you will find your love on valentines day.

Chris S. Richardson
President.

Premiere of new collection

2009-01-30T15:02:00.007-05:00

Firstly, I have to say phew, what a past two weeks I have had, things have really picked up here at Mendis and today we finally went live with the first official stage of our new campaign. It has been a mammoth task preparing everything on the back end for this launch, though today marks the first stage of what we are rolling out, it clearly outlines our new brand path.

For the time being we are not releasing details of whom we are working with and project specifics pertaining to our collections, until we have retail store launch dates pinned down to the exact day. We want to take all precautions possible to protect this unique collection concept to the last minute, though if pushed to provide a rough date I would estimate about 8-10 weeks it should be ready.

The one thing you will take from the new site and from what I write in my blog posts is that Mendis is definitely not your run of the mill alcohol product. As a brand we are not focusing on getting our product into every store, state or continent like most other alcohol companies, rather we are focusing on the quality of the offering and the complete unique experience that only Mendis can offer in the alcohol market.

Our objective is not to sell volume or be known by every person, we leave that to all the other alcohol brands. Mendis offers a refinement of product that only a select few can experience, an experience you cannot have anywhere else, because it’s not as if you can run to your local liquor store to snap up another brand of our product (Coconut Brandy), for the simple fact that they doesn’t exist. This fact in itself provides the Mendis brand a marketing and product positioning opportunity that very few other brands have the luxury of, though one we are making the most of.

You will notice on the new site a Premiere List we have for you to get your name on; this will afford you the luxury of pre-release viewing of our first collection (mendis Luma Collection) online 24 hours prior to releasing it to the news wires. We are going to open this list next week and it’s as simple as entering your email address to get viewing access.

With this new site and collection roll out, we are putting more focus on the brand and what it stands for in the present day, as opposed to what the past was and the story of the company. I feel the introduction time is over for Mendis and it is time for the new face of the brand, whilst still keeping with its deep roots dating back to 1947. I am very proud of the Mendis name, it is part of me like my own family and I treasurer it’s heritage and future longevity, for it is Mendis’ heritage of INNOVATION, SUPREME QUALITY AND CRAFTMANSHIP that provided what we have now and in the future.

Chris S. Richardson
President

Flash not always fast

2009-01-19T13:44:00.006-05:00

As you may have noticed the roll out of the next stage of our website for our new collection has been slightly delayed, though rest assured it will be released this week. The delay is due to the design in flash taking a little longer than anticipated. For those of you wanting a little sneak peak of the new flash website, check mendisbrandy.com early tomorrow morning because we will start the upload on that page first. This roll out is being done in stages so as to enable viewers to see what is being done as we do it, in order to get a feel for what is going on.

The actual media campaign won’t start for a few more weeks as we have to firm up some dates concerning the collection with our partners. This collection release marks a major change for the Mendis campaign, not just in business approach, but also in getting product into select markets and offering a range of product (collections) sooner, though it also means we have our work cut out for us as you can see.

Chris S. Richardson
President

Uniqueness offers the luxury of time

2009-01-16T14:23:00.007-05:00

Over the last few weeks we have released, on our website a snippet of what is to come with our new signature premium collections. These signature premium collections are comprised of separate unique collections that Mendis will be releasing, as to the branding of each respective collection that will be determined by whom we are working with on each one…hint, hint.

As I mentioned a few weeks back, these collections are not just some fancy dressed up bottle being retailed at a luxury price point. Given the current economic conditions and the changing consumer sentiment in the luxury market, no one wants some gimmicky over priced dressed up bottle anymore. When we launched Mendis Coconut Brandy, we did not launch with some diamond encrusted bottle for the very reason that doing so would be gimmicky. The true value of Mendis is inside the bottle itself, that being Mendis unique clear matured Coconut Brandy, the first such product to market. These collections represent the rolling out of the very first bottles, signed, dated and with a twist to them.

Over the last year or two there were a few brands that released flamboyantly dressed up bottles that were retailed at ridiculous prices. The way I view it, no one is going to spend tens of thousands of dollars to buy a bottle of liquid just because it is in some funky bottle when they can buy the same liquid in a cheaper mass produced bottle, seems a rather pointless purchase to me. However, if the liquid inside the bottle cannot be acquired anywhere else and it is not released in mass at cheaper price points, then you have something of value, also sign, date and number each bottle and they are worth even more, restrict production volume and tightly control the release of each bottle and you have the workings to create something truly unique, so unique that only a select few people can ever possess such.

Now obviously the liquid inside the bottle has to be something exceptional and crafted to a level never offered before, of which Mendis is such. Mendis Coconut Brandy is crafted using only one unique and hard to harvest ingredient, nothing is added to this ingredient, it naturally ferments upon harvesting and is then distilled by a trade secret process using custom built copper patent and specially imported Cognac pot stills, then laid down to mature in Halmilla wood casks. The end result is a masterly crafted clear matured brandy found no where else.

I view the Mendis brand under The House of Mendis as an exclusive brand, the Mendis name is steeped in over sixty years of history and the brand has been known for its astute attention to detail, the very thing that attracted me to take on the task I have with Mendis over the last several years. The major benefit the Mendis name has as a luxury brand name over all the other luxury brands is a unique product. When I think of luxury I think of exclusivity, offering something that no other brand offers and crafted to a level of refinement second to no other. Sure you can buy a finely crafted Gucci hand bag, but you also have several other options of luxury hand bag brands offering the same thing, along with buying a knock off if you can’t afford the real thing, not that I condone that.

I am certain with time, once we roll out our collections other brands will spring up imitating Mendis Coconut Brandy, though if the brand is launched right and holds a certain prestige in the market, then the brand has longevity through brand integrity and value. At the end of the day, having a unique product advantage helps in launching a brand, it affords the luxury of strategically planning the roll out of a product slightly different as to how others would do it, no pun intended. So I plan on fully capitalizing on using Mendis' advantage by taking a different approach to how an alcohol brand is presented and marketed, just how different, the clock is ticking and you will soon find out.

Chris S. Richardson
President

About Mendis new Signature Premium Collections

2009-01-09T15:45:00.007-05:00

Mendis Coconut Brandy has the great distinction of being the first Coconut Brandy ever brought to market. Through a process perfected over sixty years, Mendis Coconut Brandy is created by a special distillation and maturation method, which naturally produces an exquisite clear matured brandy second to none.

Because of the time consuming and difficult process in harvesting its unique ingredient and the meticulous craftsmanship employed in the production of creating one of the finest spirits in the world, The House of Mendis only releases stock under limited run collections. This ultra-luxury liquid has been created to form a new designer product never seen before in the spirits market- Mendis Signature Premium Collections.

The viewing and tasting of the Mendis Signature Premium Collections is by invitation only at premiere events.

For additional information and inquiries relating to upcoming collections and pricing contact our agent Billy Yip:

Billy Yip
Global Brand Agent
Mendis International, Inc.

byip@mendisbrandy.com.

Luxury goods take a hit as consumer sentiment changes

2009-01-02T14:03:00.014-05:00

Firstly, I hope everyone had a safe and relaxing holiday over this festive season and ready for the New Year that is now upon us. Now we are into the first work day of the year and only a few days left till we get the second part of our launch out, we have our work cut out for us. Covering this launch we have four principle entities involved, along with several vendors, so pulling things together is taking a bit longer than I had initially planned as a stand alone company. How it looks right now, I think we will be delayed a little to get the second stage of the launch out, either way we will let you know.

As most of you will now know, this new collection we are offering is called the Mendis Luma Collection, though you will have to wait till we launch the second stage as to why it is called such. The second stage of the launch will reveal the Mendis Luma Collection emblem along with a much clearer picture of what the Mendis Luma Collection is all about. This collection is much more than just another bottle of Mendis Coconut Brandy or something special done to the bottle itself.
The market for luxury goods has recently been experiencing a softening due to consumer spending in this market segment declining over the past two quarters, subsequently, with this has come a shift in consumer sentiment.

The luxury consumer market over the past few years experienced strong grow, with this came numerous new product lines trying to cater to this market segment to capture some market share. As such, the market was barraged with an array of new (and old) product offerings touting themselves as luxury, so much so, that they lost sight of offering true value to the consumer for the sake of obtaining quick market share. Consumers, in general, offered little thought to the true value of a luxury good, buying it based off the face value of the brand name or fancy packaging, with little analysis given to the long term value of their purchase.

What we are seeing now with consumers in the high-end luxury market segment is a more educated purchasing decision making process; purchasers are looking for long term value in the brand/product they are purchasing. In assessing their purchase, buyers want to see real value in the product and aligning themselves with what they perceive as the most exclusive luxury brand names that offer true intrinsic value.

This means luxury product offerings must price their goods realistically to the true value of the craftsmanship of the piece they are offering, plus the perceived value the brand holds in the consumers eyes. Over priced goods will be perceived as excessive, cheap brands that entered the luxury market will realign to their old core product offerings and established luxury good brands will reduce their prices to clear product in an over saturated market.

The key to succeeding in the luxury goods market is in offering something unique and priced at fair value, of which Mendis new collection is precisely such. Mendis Luma Collection is about offering true long term value through the alignment of the Mendis brand with other luxury brands to bring about a one-of-a-kind consumer good that can not be acquired anywhere else or with any other brand and offers the consumer true collectible appreciable value. Exactly just how much value, you will have to wait and see.

Chris S. Richardson
President

Uncovering the world's first Signature-Premium brand

2008-12-19T16:39:00.010-05:00

So this week we put up a basic intro as to what is coming in the next 20 days concerning news over our Million Dollar Bottle and our world first Signature-Premium collection. For those of you that have visited our main site already, you will know the name for our first Signature-Premium Collection. For those of you that haven’t, to find out what Mendis first collection is termed visit mendisbrandy.com. This collection carries the name it does for a very specific reason, though as to what specifically you will have to wait till that clock counts down to zero on the site. As you may have also noticed, we have pulled down most images of the Mendis Million Dollar Bottle, in preparation for release to the media of our new collection coming out and news over the Million Dollar Bottle. So hang on for more news and ultimately the release of the world’s first Signature-Premium collection, that we are sure is going to stimulate you visually.

Chris S. Richardson
President

Million dollar count down

2008-12-12T13:05:00.007-05:00

So the final days are here, we are going live with the first part of our three part website roll out next Monday, 15th December. This release on Monday will provide a little insight into what is going on and when to find out the next stage of the release. We are not releasing any press releases on the back of this part of the campaign, that will come under the second part of the roll out, that you will find out about on Monday morning. So stay tuned for more on Monday.

Chris S. Richardson
President

Veblen goods theory and why we buy expensive goods

2008-12-05T14:27:00.014-05:00

With the set launch date of our milliondollarbottle.com site fast approaching, I can definitely say we have things cut out for us, as this is the biggest task we have undertaken as a company to release information and our new signature premium product “collection” (as we like to coin them). In relation to these collections we will be offering in 2009, I received a very interesting article about Veblen goods, from an industry person whom reads this blog. So I wanted to explore this theory in relation to Mendis and our price points and buyers, as I had stated a few weeks back I would touch on this topic.

Veblen goods are high-status luxury goods that are desirable because of the price they are sold at and the associated status that comes from purchasing something so expensive. In such a case, the desirability of a good is perceived to lesson should the face value of the high-status good be reduced, because accordingly the status or should I say luster is reduced. High-status goods that fall into this category are generally cars and jewelry and are termed Veblen goods.

Mendis signature-premium coconut brandy collections could potentially be termed as a Veblen good. Although these signature-premium collections we are offering in 2009 hold intrinsic value due to their; uniqueness, artistic scarcity and signature markings, which makes them priceless, it is ultimately the price points of these priceless collectibles that has created demand for them through our agent.

Now it is true that our goods hold intrinsic value at the price we are offering them at, but should we lower the price below the value of the good itself, the status of the good would in turn be tarnished and potentially not attract buyers. Therefore, appropriate pricing levels must be enforced for high-status luxury goods (or as we call them signature-premium) that are offered as very limited highly valuable collectibles.

In effect, yes entities buy certain high-status luxury goods for the status associated with possessing such a good, though in reality goods termed as Veblen goods are not just over priced goods but goods that are innovative, of supreme quality and of the finest craftsmanship, anything less and the status associated with such goods would be lower. Case in point, not all cars or jewelry are perceived as a Veblen goods, it has to be broken down by brand.

If a brand is perceived as high-status luxury that is desirable because of the price it is sold at, introducing lower priced goods to reach the mass market must be done carefully so as not to tarnish the image of the brands flagship product. One brand that has perfected the art of this is the car maker BMW, they executed the introduction of their cheap mass produced 3 series and now 1 series cars without tarnishing their desirability of their high price point 7 series car. People are still willing to buy the most expensive BMW regardless of price, in order to attain the “perceived” status of driving it, not that I care to be seen in a BMW, though I do like and drive a German car.

In regards to alcohol, there may be a few brands that have the potential to offer product at an unjustifiable price point due to the status they hold, of which can been seen with some vodka brands, that are inflating prices of this basic flavorless neutral ethyl alcohol product purely off demand, with what I perceive as holding little intrinsic value to the face value they are retailing at.

At the end of the day I believe in offering a valued luxury good based off the unique offering. I would not offer the first bottle of coconut brand for $1 million, that we have US TTB world first “coconut brandy” COLA approval for, unless this product is going to offer the purchaser of it true long term collectible value. The Mendis coconut brandy products are priced as such due to unique attributes of our liquid, exclusive signature marking, limiting offering and supreme craftsmanship.

If Mendis is to be perceived as a high-status luxury brand that is desirable because of the price it is sold at, it will be due to the quality and the real value of our brand. When someone buys our million dollar bottle of coconut brandy they valued it based off acquiring the first of a new category, just as if they could buy the first bottle of vodka or say first bottle of ultra-premium Grey Goose, had the founder Sydney Frank signed the first bottle.

Mendis coconut brandy and our soon to be announced signature premium collections for 2009 is more than just an offering of a new alcohol product, it is about bringing lifestyle to alcohol in a way no other alcohol company has been able to do, creating a luxury status in alcohol unheralded to date. You’re not going to see Mendis being swilled by the bottle at some hot night spot, but you will see Mendis showcased and treated like a fine piece of art work, treasured and valued, also maybe, just maybe, enjoyed by a select few.

Chris S. Richardson
President

Something from the past

2008-11-28T14:23:00.007-05:00

I have discussed Mendis prestigious heritage a couple of times on this blog and our main website provides an overview of it, though we have never officially released photos depicting our past, except for now. This week I decided to provide an exclusive insight into our company’s heritage by releasing an old photograph from several decades ago of Mendis. This also provides a snippet into what to expect to see on our new website heritage section, that we are currently having worked on, in line with our new promotion campaign.