Import Various
Import Various
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Laws of Liquor: Two Lawyers Team up to a Start a Liquor Import Business
Thanksgiving 2005, a $295 flight to Paris took two twentysomething cousins, Jared Rapp and Moti Goldring across the Atlantic. While visiting, they came across a local street fair and an associate of merchant Patrick Brisset, Dragon Bleu’s creator, who was feverishly handing out free vodka samples. One drink later, the two entrepreneurs realized they held a product with the potential to shakeup the American liquor industry, and subsequently began working on a plan to bring it to the U.S.
After several unreturned emails, Moti decided to write Brisset a letter translated into French; to their surprise, he responded with enthusiasm. Jared recalls vividly the night they visited him to work out the details of their joint business venture: “That was the most awkward night of my life, sleeping in a random house in the middle of the French countryside, not knowing what to say or how to communicate. It was like sitting with a supermodel… we didn’t know what to say.”
Upon convincing Brisset to allow them to import the product, their primary obstacle was learning how to navigate the strict liquor-importation laws, let alone the snowstorms and summers that shut down entire French cities. At one point, the government rejected the vodka because it was hundredths of a percentage point below the mandated alcohol-content level. Condensation had seeped into the bottle; to be approved, they would had to have labeled their product “diluted vodka,” which would have been a travesty for a product priding itself on quality: Dragon Bleu vodka offers fermented wheat, barley and rye distilled to a particular, secret level. Jared likens the experience of drinking the vodka to “drinking a bottle of water with three flavors” and when asked what product is similar, proudly proclaims, “Nothing.”
Despite the rigorous government import standards and constant opposition from retailers, Jared and Moti held tight the determination to share their discovery. Though retailers continued to question the necessity for a new brand of vodka—and even denied its success at selling—the two persevered in getting their product onto Michigan store shelves and into bars, becoming the first and only American importers of the now-popular drink. Even intimidating threats from other vodka distributers couldn’t keep Jared and Moti from pursuing their goals, and they now boast a presence in over 500 establishments.
Though sharing the same entrepreneurial spirit and passion for business, they have distinctly different backgrounds. A native of Michigan, Jared grew up the oldest of four children to two doctors. Not knowing that he would soon co-found his own business, he graduated with a bachelor’s degree in business administration and is working toward a law degree at Michigan State University. Moti grew up in a middle-class home in Ramat Gan, Israel with two younger brothers. Moti first met Jared in 1991 - during the Gulf War Moti’s parents thought it would be wise for the children to come to the U.S. and stay with Jared’s family until the war ended. Moti and Jared stayed in touch over the years and in 2000, Moti moved from Israel to Michigan to attend college at the University of Michigan and eventually received his law degree from Michigan State University. Their backgrounds in law have been imperative to the success of their business, RGI Brands, as navigating U.S. standards and laws has been one of their biggest challenges.
Moti feels that for them, “having connections and knowing places were the keys to success. If we had been somewhere else other than Michigan, we may not have had the needed momentum to see this venture through.” Both Jared and Moti acknowledge the best part of their job. “It’s fun and exciting; it doesn’t feel like work. You set goals that you can never really reach, so there is always something left to do.” They plan to expand throughout the Midwest and eventually take their product national, as well as import various other types of liquor.
A couple of $295 plane tickets to Paris and a few turns of the calendar later, you can now buy a bottle of this widely available vodka for under $32. As its name suggests, Dragon Bleu continues to spread like wildfire.
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This entry was posted on Monday, May 26th, 2008 at 3:30 pm and is filed under Cd & Albums. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



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