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 Lawyer turned music titan (and once Motown’s youngest CEO) Kedar Massenburg has set his multimillion dollar sights on the spirits industry.
By Keija Minor
Lawyer turned music titan (and once Motown’s youngest CEO) Kedar Massenburg has set his multimillion dollar sights on the spirits industry. But instead of poppin’ bottles or sipping cognac, the New York native is demystifying wine for the masses. His affordably priced K’orus, manufactured in Burgundy, is Massenburg’s first step in making the oft-obtuse world of vino user-friendly: To eliminate consumers having to figure out which vintage is best, the company produces nonvintage (blends of grape harvests from two or more years) chardonnay, cabernet sauvignon, and merlot. The bottles’ labels even list suggested food pairings.
I recently met with Kedar to find out how things are going at both his record label, Kedar Entertainment, and Kedar Beverages, LLC.
Keija Minor: Which of the three K’orus varietals is your favorite?
Kedar Massenburg: At first it was the cabernet sauvignon, which is medium-bodied, very smooth. Now it’s the chardonnay, but I’m moving toward the merlot. By the time this article hits, we’ll have a rosé in the market as well. I’m on my way to Paris to make sure the blend tastes good and the color is right.
Keija: You say you’re marketing K’orus to African-Americans. What are you doing differently from the rest of the wine companies?
Kedar: You’re going to see African-Americans in the commercials, and we’re doing promotions with local DJs and radio stations. K’orus is about our lifestyle. But I have to be careful that the distributors are clear that this is not a “black” wine; it’s a French wine owned by an African-American company. It’s for everyone.
Keija: How much time are you spending these days on K’orus versus Kedar Entertainment?
Kedar: It’s about even right now. I have albums by Algebra, Chico DeBarge, and Joe coming out, and I’m working on K’orus Lounge.
Keija: What’s K’orus Lounge?
Kedar: I’m partnering with local radio stations to host live performances, brought to you by K’orus Lounge. There will be wine tastings and someone will tell people a little about wine.
Keija: What’s your greatest strength professionally?
Kedar: Not letting other people’s pessimistic attitudes hold me back. The fact that several distributors slammed the door in my face with the wine thing made me want it even more. People slammed doors in my face when I was managing Erykah Badu, D’Angelo, and Chico DeBarge. Now they have a whole genre I created called neo-soul.
Keija: And your greatest weakness?
Kedar: In business I’m very loyal, to my detriment. Even with people I should get rid of, somehow my heart goes out to them.
Keija: What do you do when you’re not working?
Kedar: Work out, golf, listen to music, read, play with my children. I have 3-and-a-half-year-old twins, a boy and a girl, and a 7-year-old daughter. It’s important to me that I’m a good father and I’m there to support them emotionally. It’s not just about buying them stuff.
Keija: What would you like people to know about K’orus?
Kedar: It’s definitely going to be a force in the beverage industry. I want people to enjoy wine and not be intimidated by it.
Keija: And about you?
Kedar: Everything I do from a business perspective is rooted in culture. That’s how I live my life.
For more information about K’orus, log on to koruswine.com.
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