New luxury retailing concept takes nontraditional approach

Over the past month I have covered certain aspects about our current business model, focusing on; Mendis Million Dollar Bottle, our signature premium collection and our new promotion campaign being released in January 2009, starting with the promotion at milliondollarbottle.com in the next month. However, Mendis unique product and our signature premium concept is not only what makes our business unique in itself, but also in how we intend to retail our product.

Here at Mendis, we have come up with a very unique approach to the sale of alcohol that does not involve selling through traditional retailers or online, this approach is part of our Luxury Retail Store Promotion Campaign. This campaign involves us forming exclusive alliances with other companies to sell our product in a unique way (I’ll leave it at that for now). We are forming exclusive deals with our partners for two principle reasons, firstly, because we are the innovators of this concept, we are selecting the ideal companies to partner with for this campaign to achieve optimum ROI, secondly, so that no other alcohol company can come along and align with whom we have selected as the best to work with and be brand aligned to.

Correct brand association is critical when building a luxury brand; you want to make sure you have control of your brand by; where it is placed and who is being seen with it. Therefore, we want similar status luxury brands aligned with the Mendis name and the brand placed in an environment where we know the audience is of the caliber we are targeting to purchase our product. A traditional alcohol store is too low end for the Mendis signature premium brand to be positioned in, as such, our Luxury Retail Store Promotion Campaign is about developing a unique environment in which we can have a fair amount of control in the placement and audience, which also contributes to building Mendis brand identity.

I could go on and on for pages about this concept and how we are going about developing it, as our report on this is rather lengthy, but then that would be giving away too much information about what exactly we are doing, spoiling all the fun. So check back next week when I will provide a bit more insight as to what it is we are doing and when precisely we will be going live with our new promotion campaign.


Chris S. Richardson
President