Hpnotiq is now the fastest growing premium spirit in the history of the liquor business. Many people have asked what the connection is between Wingard and Hpnotiq. Wingard was responsible for the launch of the brand Hpnotiq. What does this mean? In 2001, Wingard was approached to make a new liquor brand. The concept was a blend Cognac, Vodka and fruit juice. Wingard always likes a new idea and decided to help make this idea a reality. Using Wingard's contacts in France, sources for Cognac, Vodka , blending and packaging were chosen. Wingard still uses many of these resources for other projects today.

James was presented with a long list of names and immediately chose the name Hypnotiq. So who is responsible for the name? Some would say the list maker, some would say James. We believe both were necessary. The spelling was later changed to Hpnotiq. (Don't ask Y, just drink it!) It was agreed that the investor who approached Wingard would own the trademark and Wingard would own the distribution rights. Thus, the partnership was defined. Wingard took on the all duties of importer including posting prices, establishing agents and choosing distributors.

The brand was launched in September 2001 and the first big promotion was supposed to be September 11th! There could not have been a worse time or place to launch a brand. For the next few months, New Yorkers would not go out of their doors and tourism in NYC was at a standstill.

Wingard made Hpnotq it's #1 priority. In December of 2001 Wingard convinced Lester Eber of Eber Brothers to take on a small order. In January of 2003 Eber Brothers gave Hpnotiq a full launch. Other distributors followed very slowly, one by one. James Goldstein and Mac Berk together flew to each state for initial presentations to get opening orders. James and Mac opened Twenty states in 2002. Wingard worked with salesmen from top wholesale houses around the country.

If you tried Hpnotiq very early on, or you have seen one of the initial brochures from the brand, you know that the initial color of the brand was significantly more green. Howard was emphatic that the color was too Green and the brand owner agreed to change the hue to a true blue. After this, sales developed much more rapidly.

The Hpnotiq team grew. A team of agents and brand ambassadors was developed for every major metropolitan city. (a brand ambassador has many duties but works primarily with parties. An agent works primarily with the distributor)

Is Wingard solely responsible for the brand's successful launch? Of course not. A brand is not built by one persons ideas or efforts. Success has many fathers. Anyone that takes ALL the credit for the success for a brand is dishonest or crazy. Many elements we're necessary for the brand's launch. Mac Berk, Nick Storm , Raphael, Soloman, Betsy Landis, Elaine Hamilton ,were all indispensable. Great wholesalers like Southern, Eber, Fedway and too many others to name here, gave the brand a chance while others turned it down. Top retailers like Peter Yi and Donald Kum, Moon, Grady, and countless more got behind the brand. Hpnotiq had an army of support.

The brand went through many evolutions. We never stopped and said the brand was beyond the possibility for improvement. We constantly questioned how we could progress its growth. Jim's father always told him to keep asking questions, so that's what he did. He met with salesmen like Ed Salvage who was a cornucopia of ideas. The efforts and suggestion of many salesmen and retailers, large and small, made the brand flourish. All these people were necessary for the success of the brand.

Many people did not believe in the brand but some wholesalers and retailer did. One wholesaler turned down Hpnotiq 3 times. Still, Mac and Jim traveled to him a fourth time and finally the distributor took in the brand. That distributor has been happy ever since.

Hpnotiq began to flourish. Against the advice of James Goldstein and others, in August 2002 the trademark owners wanted to "take their money off the table." James was hired to sell the trademark on their behalf. The trademark was sold to in January of 2003 and at the time, Wingard kept it's Importation and distribution rights.

The brand was bought by Heaven Hill who were very savvy investors to realize an excellent opportunity. Heaven Hill, a distribution powerhouse, put its heart and mind behind Hpnotiq and the brand continues to grow at a breakneck pace. HH brought Hpnotiq into the remaining states and international markets with alacrity and authority. They have reinvested in the brand where others would not have. This is just one of the reasons that Heaven Hill is one of the most respected names in the liquor business. To this day, Heaven Hill owns Hpnotiq and makes all decision for the brand. Max Shapira, Kate Latts. Allan Latts, Jeff Hummel, and the entire Heaven Hill team have caused Hpnotiq to flourish beyond the expectations of anyone in the liquor industry.

The Goldsteins still speaks to Max Shapira, Jeff Hummel, David Salmon, Raphael, and Nick Storm, on a regular basis.

Wingard is thankful to all those that helped make this brand possible. James would like to give a special thanks to the retailers, wholesalers, salesmen, brand ambassadors, and people who believed in Wingard and gave Hpnotiq a chance before everyone else.

NOTE: As we mention above, there are countless people who have done miraculous things and devoted money, time, and ideas to the success of Hpnotiq. This is not the place to mention all of their efforts for which we are appreciative. This was merely a space to let people know specifically a little about Wingard's involvement in the launch of Hpnotiq.