Nothing comes of shortsightedness

The other day someone passed comment that brandy is not “perceived” as a mixable product by brandy drinkers, so where does Mendis fit in? Well, big name alcohol conglomerates have been introducing Ready-To-Drink (RTD’s), or better known by consumers as pre-mixed drinks, in the market place for years, which have included distilled spirits such as; Whisky, Rum, Vodka and yes (surprisingly to the person that asked the question) Brandy.

The concept of mixing brandy is nothing new, though I must admit traditional brandy does not mix well at all, this is where Mendis clear coconut brandy comes in. Termed a brandy, but as I have stated in the past, it does not possess the normally perceived harshness of character of grape (or other) brandies.

Mendis coconut brandy is not just a different category wording (Coconut Brandy) on a fancy bottle, there is a bigger story behind it that will and is changing the way people perceive brandy. Mendis is for the educated consumer that is after extreme refinement of product to already clear spirits (vodka and rum) currently offered in the market place.

The phenomenon of Mendis and its uniqueness as a spirit is something I compare to Grey Goose 15 odd years ago. People scorned the late Sydney Frank (founder of Grey Goose) in the development of his product, sure in hind sight we all think it is a great idea, but there were numerous individuals that trashed his vision and thought they knew better in the early days of Grey Goose.

All to often, in all markets, people are so focused on current big brand names and think that is the way the market is and is going to be, but sadly, these are the people that miss out on the next big thing- simply because their shortsightedness does not allow them to look beyond the current and alter their perception of things in the main stream.

Without even being in the market yet, Mendis has achieved recognition with reputable leading names in the media (E!, Rolls Royce and American Express to name just a few of the many publications Mendis has been mentioned in) due to its innovative product development, taste and market leading innovation as a product and concept. Once we actually release the product into the market these attributes will be the driving force of the brand for its success.

Though, as usual, time is the great equalizer of all things, anything and everything has a chance to make it because nothing is stagnant in life. So Mendis time will come and consumers will have a chance to select it and let the taste speak for itself, then we will all Mix with Mendis.


Chris S. Richardson
President
Mendis International