A Vote Sante
(To Your Health)
Toast 2009 with a newly imported blended vodka from France.
BY ALEXANDRA KIRSCH I PHOTOGRAPHY BY ANGIE BAAN
Entrepreneurial success was pretty accidental for Jared cognacs and some flavored vodkas.
Rapp, 26, and Moti Goldring, 28. While on a trip to
"It took two years to gain enough knowledge of
France during Thanksgiving in 2005, the pair stumbled the business before we could develop a plan," Rapp
upon a gourmet trade show in an old Jewish neighbor- explained. "We knew that to be successful with the
hood in Paris. They gained entry and were immedi- product, we'd have to adapt it for the United States."
ately attracted to French spirits mogul Patrick Brisset's
The most profound change made was in creating
display of his most popular product, Orange Bleue, a the packaging for the U.S. version of Dragon Bleu.
cognac-based liqueur made from Israeli grapefruit.
According to Rapp and Goldring, the U.S. consumer
"People were snapping it up like it was free gold," cares more about the design of the bottle than does
recollects Rapp of Bloomfield Hills. "The Orange the French market. The French flag was just one of the
Bleue and his Dragon Bleu vodka caught our attention minor additions to the frosted bottle, which also sports
because they were so unique. We ended up purchasing dragon motifs in blue and orange lettering.
two cases of each before returning to the States to share
"We are a new company, but Dragon Bleu is not a
it with friends."
new vodka," Goldring explains. "Dragon Bleu has been
Brisset's vodka is unusual because it's blended vodka around Europe for years and is featured on the menus
using a secret recipe to combine distilled wheat, barley of many five-star hotels and restaurants."
and rye grains.
The largest challenge for the Dragon Bleu team
"Dragon Bleu impressed us because of its smooth was finding their distributor. In selling and promoting
taste," says Goldring, originally from Ramat Gan, the product, they say, community relations have been
Israel, and now commuting between Bloomfield Hills a big help.
and New York. "It is unlike any other vodka on the
"Moti and I have found a great deal of support from
market today. The combination of the three grains gives people in the Jewish community," Rapp says. "It is
Dragon Bleu a very distinct and pleasant flavor."
always helpful to have such a strong support system, and
In addition to being blended vodka, Dragon Bleu is it makes it easier to get the product's name out there."
distilled only once, through a long cycle — a method
Goldring, who earned his undergraduate degree
used by only a few of the best-known high-end vodkas.
from the University of Michigan and his law degree
"Because we start with the highest-quality petite bier from Michigan State University College of Law, works
(beer), we can get the taste and smoothness that makes with Dragon Bleu full time. Miles away and still study-
our product special after the first distillation," Rapp ing, business partner Rapp is in his third year at MSU
says. "Ours uses a cognac-like distillation to achieve a College of Law. He also earned his undergraduate
product that retains the essence of the original grains."
degree from MSU.
But when Rapp and Goldring tried to purchase
Using their legal skills and new knowledge about
the vodka in the U.S., they found it was unavailable. importing, the entrepreneurs say they plan to help oth-
Quantities are limited because each batch of Dragon ers interested in starting up importing ventures.
Bleu is handmade and individually distilled.
Dragon Bleu vodka is currently available in more
After several trips to France, the newly minted than 250 Michigan establishments, such as the Ritz-
business partners and lifelong friends made valuable Carlton Hotel in Dearborn, Tam O'Shanter (West
connections with industry experts who helped educate Bloomfield) and Oakland Hills (Bloomfield Hills)
them about the spirits business and later encouraged country clubs, the Detroit Opera House, Chen Chow
their business venture as importers of Dragon Bleu.
in Birmingham, Ocean Prime in Troy and soon at
In 2006, Rapp and Goldring founded RGI Brands, Capital Grille in Troy — and at many retail outlets (for
a name they'd come up with as they dreamed about locations, see dbvodka.com ). By the end of the year,
opening a business together for years. The company has Rapp and Goldring hope to learn even more about the
offices in East Lansing and Bloomfield Hills and is the spirits industry while expanding the brand's presence to
exclusive importer of Dragon Bleu vodka in the U.S. In Canada and Israel. Next, the two will introduce Dragon
coming months, they will import Orange Bleue, other Bleu in Illinois.
Honey Berry
11/2 oz. Dragon Bleu Vodka
1 tsp. honey
1 oz. sour mix
Y2 oz. Chambord
Method: Shake and strain over ice in a rocks glass,
and garnish with a berry of your choice.
Dragon Bleu will sponsor Federation's Young Adult
Division's annual "Latke and Vodka" event 8 p.m.
Saturday, Dec. 6, at the Centaur Bar, 2233 Park
Ave. (behind the Fox Theatre), in Detroit. For more
information, go to jewishdetroit.org or dbvodka.com .
JN platinum •
DECEMBER 2008 •
B25