The Spirit Of A Man

Kedar Massenburg's intoxicating style of conducting business

drinkers, Massenburg notes. He saw a tremendous opportunity to be innovative in this industry. Massenburg created Kedar’s K’orus (www.korus wine.com) in partnership with Jean-Sébastien Robicquet, a renowned Frenchman whose family’s spirit-making legacy dates back to the 17th century. Massenburg owns 70% of this venture.

Marketing Strategy
In marketing K’orus, Massenburg is “embracing, not targeting” the African American consumer. For instance, his wine is purposely produced without vintage for consistency and simplicity. This year he will also introduce K’orus Lounge Live, a series of music showcases hosted by popular R&B radio deejays in markets where the wine is distributed; he recently signed Lenny Green of KISS-FM for the New York, New Jersey, and Connecticut area. “Today, business is driven by partnerships,” Massenburg says. And so, he will marry his music and wine ventures by also producing a K’orus Lounge CD featuring his artists. His clever marketing strategy has impressed some of the nation’s most powerful distributors, garnering contracts with Southern Wine & Spirits, distributing in Florida, Nevada, and California; Empire, distributing in Georgia and North Carolina; and SuperValu, one of the country’s largest grocery retailers.

Personal Style
Massenburg’s attire is always well- appointed and appropriate for transacting business deals. He wears made-to-order Gucci suits, shirts, and shoes, but he also likes Isaia suits, Ascot Chang shirts, and Berluti shoes. “‘You only have one chance to make a first impression,’” Massenburg cites the well-known quotation. “You never want your dress to compromise your business.”

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