It has obviously taken a considerably longer time to get Mendis into the market than we first thought, though unlike most other alcohol products, with Mendis coconut brandy we have had to lobby the Federal government to get this new product approved as a "new product". Unlike other alcohol products that simply fit within existing pre-defined categories, with Mendis we have had to have it defined. This creates a competitive advantage over other similar branded products (in our case brandies/Cognac).
Mendis has three key advantages in both the white spirits category and within its own category of Brandy that give it a competitive edge. Firstly, by using a unique maturation process with a light wood called Hamilla, Mendis is the world’s first white matured Brandy produced from coconut. Secondly, Mendis has an unmatched smoothness as it is matured for a minimum of two years in the tropical climate of Sri Lanka, as opposed to most Brandies that are matured in sub-tropical/temperate climates that mature at a slower rate. Lastly, Mendis has created a brand new niche category in distilled spirits, namely “Coconut Brandy” (not to be confused with all other products that are Flavored Brandy/Vodka, by law they must carry the word "Flavored" on the bottle). Therefore, Mendis offers both Brandy and white spirit drinkers a quality and refinement that they have never experienced in either category before.
Distilled spirits supplier revenues have grown on average 6.5% since 2000, with white ultra-premium and Flavored Spirits driving that growth. In the two largest selling categories, Vodka and Rum, ultra-premium brands grew 38% and 43% respectively in 2007. With Flavored Spirits, Flavored Vodkas now account for almost 14% of all Vodkas sold while Flavored and Spiced Rums now account for over 48% of all rums sold. There is a clear demand by consumers for ultra-premium flavored white spirits. A "matured" naturally flavored (made from the fruit) white product does not exist today. Mendis Coconut Brandy is that product!
Mendis will not just stand out as the world’s first white matured coconut brandy, but it will also stand out on store shelves as a clear brandy against all the dark brandies. The other added benefit of Mendis is that is has a very neutral base over all other brandies. By neutral, I mean, it does not possess the common harsh characteristics associated with brandy- this lends itself to being mixable like vodka. However, that said, the natural coconut flavor really comes out when mixed in cocktails, giving a complexity to drinks that no other clear natural spirit can offer.
Yeah, I am drinking the Mendis cool aid, but you know what, so will you once you get to taste this truly unique clear spirit we have created. I truly believe within 3-5 years, matured clear natural fruit brandies will take over artificial flavored vodkas as the drink of choice. As I view it, nothing comes from hindsight, only foresight, so with that, we must look to new invigorating products that add a new dimension/edge to pre-existing products, not just following the heard as so many brands have done with this vodka boom and are now subsequently failing because of it. Most small vodka companies are running at deep losses, purely and strategically in the hope of being bought out, how Grey Goose was by Bacardi for $2 Billion, though little do these companies realize those vodka days are gone and their days are numbered.
The true art of luxury and premium spirits comes from the craftsmanship involved in creating flavor in the product, not over boiling it (like vodka) to burn out all discernable characteristics, there is no art in doing that, anyone can do that and they have as is evident in all the vodkas in the market.
Craftsmanship in alcohol comes from the balanced distillation of a product achieved through years of experience the master distiller has earned over the years, along with the skill in laying product down for maturation, turning it and blending it to create a masterful creation. This process is what makes a “premium” distilled spirit, not some over boiled ethyl-alcohol mass produced by some out sourced distillery.
What the market needs is a specially crafted clear spirit produced straight from fruit, aged and refined to a velvety smoothness second to none, with natural fruit favor and mixable like vodka to meet the demand by consumers for mixable products- this is the true definition of “ultra-premium” / “super-premium”. Unfortuately the market hands out such definitions to over priced vodka. Currently, in the global alcohol market no such product exists and it is a sector that will be the next biggest boom market in alcohol. Mendis has been specially crafted with this idea in mind.
From the tastings we have held to date, consumers and industry people present have been so impressed with Mendis' taste, that they go so far as to say that it is by far the smoothest product in the market bar none, along with being extremely mixable, unlike any brandy currently in the marketplace. Now, I know there are many consumers (and peripheral industry people) that perceive taste by image and will categorically state that such and such a product is the best. Though give me 5 minutes with them in a private blind tasting and I will change their mind- challenge me on that if you want.
Like all great ideas and visions, it takes a starting point. This is the point we are at now, with time I believe this new sector of clear spirits will soon become broadly recognized with distributors and mixologists and blossom into the next multi-billion dollar market for alcohol. Nothing happens over night, but it will with time and education.
Chris S. Richardson
President
Labels: factsupfront
