Something from the past

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.

Ferrari on a showroom floor

I am finding now prior to writing these posts, I need to skim over just what exactly I have discussed prior, because so much is taking place and I have a lot of day to day things to address that I am losing track of what I have and haven't discussed. Two weeks ago, in my last blog, I stated I would 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.

The last fortnight has been used to firm up past talks with companies over our signature premium collections, although I can’t tell you whom we have signed (though they are well known brand names), what I can tell you is that we have two companies signed on to our signature premium collection line, that will be rolled out in 2009, with a fair bit of interest for these collections already brewing with our agent, Billy Yip.

We have also entered into talks with whom we view as one of, if not the most prestigious and the most suitable company in the world to handle our unique luxury collection. As I stated in the past, how we are retailing our product does not involve the traditional bricks and mortar or ecommerce approach, it is an entirely new way how alcohol is going to be sold, hence the secrecy over the concept and roll out, until we actually have everything secured with whom we want to work with in the short term horizon.

Without giving too much away, I think the best way to think of our signature premium collection is; like a Ferrari on a showroom floor. In relation to time frames, it is rather hard right at this point in time to pin the projects down to a firm deadline. We are hoping to have the first part of the news concerning our Million Dollar Bottle, at www.milliondollarbottle.com up in three to four weeks.

Unfortunately, that is all I can really divulge on matters right now without breaching any Non Disclosure Agreement. Rest assured as we progress with matters, I will release more info and as soon as we go live with the news over our Million Dollar Bottle you will hear about it first here. At the same time we release news over the Million Dollar Bottle, we will also be disclosing news concerning our signature premium collection, companies we have signed with and our unique luxury retailer concept.

Next week I want to talk more about the luxury market segment, buyers of our collections and the current economic conditions effecting our buyer demographic, and of course provide more insight, if possible, over what we are doing. After all that is why I assume you are reading this. On a final note if you have anything you want to ask me about what we are doing, please do not hesitate to post a response, I like to know what you are thinking and want to know more of.


Chris S. Richardson
President

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