Ten Easy Pieces: Meet Royal Dragon Vodka Founder and President Michel Morren

The Moodie Davitt Report brings you the latest instalment in our popular series Ten Easy Pieces*, in which we get up close and personal with leading travel retail personalities via ten snapshot questions.

In this edition we meet the unstoppable Royal Dragon Vodka Founder and President, Michel Morren.

1. Where were you born and raised?

I was born and raised in Amsterdam (Holland) and was brought up by my grandparents. I saw my parents mostly during the weekends. I grew up in the suburbs of the city, in a relatively safe, yet ordinary environment until the age of 12.

As a youngster I was always on the street or in the fields with a football; that was one of my greatest passions. In fact, all ball sports had a magical impact on me. I can remember dreaming about becoming a professional football player. At that time, Ajax Amsterdam claimed global fame and Johan Cruyff was my superhero.

Football focus: A young Michel

2. As a teenager, did you have a master plan for your future?

Most of my relatives were working in the fashion industry and other small businesses related to it. As a teenager, I grew up somewhere between clothes hangers and many famous sports lifestyle brands that were popular for young teenagers in Holland during the 70s and 80s: Tenson, Ellesse, Daniel Hechter, Lacoste and O’Neill.

I experienced first-hand the economical ups and downs in the family’s business and was told at a very young age that you have to work hard and be determined to become successful, even though I didn’t realise what success really meant back then.

3. A Masters from the University of Amsterdam and straight into business… what opened the door to you working with luxury goods?

I studied International Business in an upmarket small town close to Amsterdam. Suddenly I found myself surrounded by teenagers from much wealthier backgrounds than mine. I was fascinated to see the luxury and the big houses they lived in.

From there on my commercial senses started to develop quickly. I embarked on my first venture, a hair cosmetics concept, in my last year of study. Between studies, I was driving around the country selling a private label product line, which offered each hair salon its own contact details and logo screen printed on a bottle of shampoo, gel, etc.

After two very profitable years, a multinational in hair cosmetics took over the idea and, very quickly, I wasn’t original anymore.

Although that first business was a bit of a failure in the end, I experienced, for the first time, a taste of the entertainment world. I realised that you could make money and gain independency by working in a fashionable environment with trendy products.

Realising how important patents, trademarks, brand DNA and an original idea were, I was back to square one again. I was richer through a negative business experience, but eager and more motivated than ever because the concept itself worked out pretty well. I had created something from scratch. I knew I had a feel for it.

Record-breaker: Michel’s GoldVish Le Million mobile phone appears in the Guinness World Record book

4. Just like you ‘had a feel’ for the mobile phone industry?

My interest in the mobile phone industry, and the setting up of my GoldVish company, started with the first hype surrounding the Nokia 3310 and the first ‘girly’ Samsung mobiles.

Most of the mobile phones were manufactured from black or greyish ‘plastic’. Since my business studies had included writing business plans, segmentation and conceptual thinking, I believed there was clearly a ‘gap’ for me there. Everyone wanted a mobile. People were comparing their phones with one another and I realised early on that mobile phones would become a lifestyle product.

“The Goldvish ‘Le Million’ claimed its place in the Guinness World Record book as both the world’s most exclusive and expensive cellular phone ever sold”

“I can claim that I was the first one in the industry to use solid gold casings and to set real diamonds into mobile phones”

Based on the classic principles, build and start a high-end brand from top down, and then differentiating, gold and diamonds were my obvious choice for materials. GoldVish was based in Switzerland. I can claim that I was the first one in the industry to use solid gold casings and to set real diamonds into mobile phones.

We were specialised in combining high-end technology and Swiss high-end watch craftsmanship in order to add an extra luxury lifestyle item to daily accessories. The collection included back covers for each phone in eight coloured crocodile inlays (like different straps for watches) to match the owner’s outfit. GoldVish, with prices ranging from US$15,000 to US$150,000, was, at that time, the ‘Ferrari’ of mobile phones.

And the GoldVish ‘Le Million’ claimed its place in the Guinness World Record book as both the world’s most exclusive and expensive cellular phone ever sold. It was solid gold, studded with diamonds, and limited to three pieces. Living up to its name, its price was €1 million.

I travelled around the world for several years to luxury lifestyle exhibitions or to meet clients in Moscow, New York, Vegas, Dubai, Monaco, Hong Kong; you name it, I was there.

In 2007 I successfully sold GoldVish to start new adventures in Asia.

5. And your move to Hong Kong? Do you consider it home now?

I moved to Hong Kong from Switzerland in 2008. After many years of travelling around the world, following my passion for design, aesthetics, marketing and lifestyle concepts, I found Hong Kong still vibrant and less impacted by the worldwide economic downturn in 2007/08.

In Hong Kong you can live and do business relatively easy, even if you don’t speak the local language. Hong Kong is strategically located and the hub between east and west.

The business environment and people’s attitudes in Hong Kong are by far the most progressive in the world. They are, however, also the most competitive. The classic saying that the glass is half full instead of half empty applies to the energetic atmosphere over here.

I consider myself a globetrotter; I don’t have any strong feelings of ‘home’. I conceptualise, and have been thinking and acting in diverse global industries, working with international clients and companies, for more than 20 years now. I am still thinking of where to spend my quality time.

6. Let’s take a closer look at Royal Dragon Vodka… why vodka and why dragon?

I used my Swiss jewellery expertise as part of my inspiration when designing the Royal Dragon Vodka premium vodka concept. It combines the best ingredients from around the world, using the best vodka production methods and our own formula, Swiss Gold leaves, the Asian Dragon, obviously unique packaging and, of course, our hand-blown bottles.

Vodka has been my favourite spirit from the moment I discovered ‘nightlife’. It’s the most neutral strong alcohol and very easy to mix into your personal preference, to meet all circumstances and moods.

Cheers! Michel presents his Royal Dragon Vodka in travel retail

Your sense of taste develops over the years. Sweet, sour, bitter, light or strong, the neutrality of vodka offers the fantastic characteristic to create a simple or complex drink. Therefore vodka is, in my opinion, underrated compared to other spirits.

By analysing the markets and players in the field of vodka, I saw an opportunity in the upper market segment. There was a lack of clear brand DNA and a premium lifestyle image within existing brands, with most vodka brands being sold like a commodity and on price.

“I believe the creation of a strong, clear brand DNA is fundamental to positioning yourself successfully in a market segment”

When you have something to celebrate, or you’re looking for a bottle of alcohol as a gift, your first thought is Champagne or a nice wine. That caught my attention and was the trigger to do more research in the market and design by using my own knowledge.

I believe the creation of a strong, clear brand DNA is fundamental to positioning yourself successfully in a market segment.

The dragon symbol is bold. I was inspired and influenced by all kinds of things. When building a brand and a new concept you make changes, adapt, interpret and connect ideas.

In 2012 I was already living in Hong Kong and starting the vodka brand. It was the year of the Water Dragon, which occurs once every 60 years in Chinese zodiac mythology. Vodka takes its name from the Russian word ‘vody’ meaning water. Was the ‘once in 60 years’ just a coincidence? Whatever, that was the source behind the Royal Dragon Vodka brand name and identity.

7. And your latest venture, The Eye of the Dragon. Is there no Michel Morren limit?

I always like to create something exciting and aesthetic. It doesn’t matter if it’s a small or big design task or project; I still use the same passion, eye for detail and aim for perfection. The Eye of the Dragon is my latest project, presenting the world’s most expensive spirit and vodka bottle, with a value of US$6 million and almost 15,000 real diamonds. It was a complex design and production process. And costly of course, as I needed an experienced team of dedicated and problem-solving artisans and craftsmen around me over a long period of time.

I like to follow my dreams and to challenge the limits. It keeps you alert and creative. Do I have a limit? No, not at the moment anyway!

https://www.youtube.com/watch?v=MzcYyDPqWAU

8. Just two years in travel retail and Royal Dragon is ‘roaring’, scooping up awards and extending its footprint. As a relative newcomer, what is your opinion of the channel?

I really appreciate travel retail as it offers a concentration of premium and luxury brands on one platform and in one environment.

A consumer can expect a certain quality and brand mix, a selection they can anticipate and rely on. I hope that it will stay like it is in the years ahead and that operators won’t only look at commercial aspects, even though operational costs are constantly going up and more people are able to travel.

As an upcoming newcomer, I feel that I am not in the position to offer any negative comments. And anyway, you can’t change overnight environments that have been planned, evolved through industry changes, and built up over decades. We all see that over the years, huge investments have already been made and the whole sector has been modernised to create more comfort and upgrades for travellers during their transit times at airports.

I’m happy to hear that the true brand and product experience, ‘retailtainment’ for travellers, is more and more often a topic at congresses for operators in the sector.

Phuket: Michel can unwind fast there

9. What is your favourite holiday destination and why?

I feel very comfortable in Phuket, Thailand and in Bali, Indonesia. I can unwind fast in these types of destinations.

10. You’ve been described as flamboyant, dapper, a high-flyer, someone who enjoys a ‘bad boy’ image… who and what kind of person is the real Michel Morren?

I consider myself a practical, oriented brand builder with an eye for detail and vision. I always try to imagine myself in the consumer’s footsteps, trying to understand their needs and what they are attracted to. Then I translate that into ideas, designs and concepts.

In fact, it doesn’t matter which industry I am working in, as long as it triggers my senses. I’ve a natural feel for it, so I understand the demand and I can see opportunities. Perhaps you could call me dapper because I am conscious of how I look and I am unconventional.

Michel describes Anton Corbijn as “one of the best creative directors on the planet”

I am also creative and I like to work closely with people who have other specialties and talents, and yes, a ‘bad boy’ image remains. But, don’t forget, I’m hands-on and running my Royal Dragon Vodka business with distribution in many countries now. And we are growing, fast, so it’s important to strike the right balance between business and that ‘big night out’.

I love watching documentary movies like Dior and I, about the development and creation of a new collection with such an iconic brand DNA. I find background interviews with movie directors like Quentin Tarantino, Michael Mann and Anton Corbijn fascinating. Corbijn is one of the best creative directors on the planet in my opinion. They are creators who manage to trigger our senses. They give me the inspiration I need. By trying to analyse how they think I can continue dreaming and, hopefully, visualise my next ‘thing’.

Mokum on Wyndham Street: Michel’s bar and regular hang out

Apart from my daily work, I have an international bar, Mokum on Wyndham Street, in central Hong Kong. After business you can find me there on a regular basis, socialising with my friends, celebrating, joking and, of course, sipping on a Royal Dragon Vodka.

*PREVIOUSLY FEATURED TEN EASY PIECES PERSONALITIES INCLUDE:

Meet Lacoste Travel Retail Director Asia Pacific Erin Lillis

Meet Ian Macleod Distillers Travel Retail Director Andy Lane

Meet Planters nut and snack specialist Jacco Douma

Meet Tumi Director General Europe Damien Mignot

Meet Brazilian Scotch whisky specialist André de Almeida

Meet entrepreneur and ‘chocolate king’ Steven Goldstein

Meet Mondelez Head of Customer Development Richard Houseago

 

 

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