How Cooper's Hawk Plans to Grow as a Lifestyle Brand

Ares Management, a private-equity group, announced its investment in Cooper’s Hawk Winery & Restaurant according to Nation’s Restaurant News. Cooper’s Hawk CEO Tim McEnery believes that the investment is an opportunity for the company to continue to succeed.

“[The investment will help] take Cooper’s Hawk to its full potential and continue to grow and do unique things in the industry,” McEnery told NRN.

While Cooper’s Hawk is mainly known for their extensive wine menu, McEnery “plans to continue growing Cooper’s Hawk as a ‘lifestyle brand,’” notes the article. Along with being a restaurant, wine bar and wine maker, its Wine of The Month Club is home to 400,000 members. 

“What we’ve learned is our wine club members trust us, they trust our brand,” McEnery states in the article.

Travel is slowly becoming a part of Cooper’s Hawk’s brand identity as the franchise now offers trips to its club members. These trips include wine tours in various locations such as Kentucky and France. In the future, McEnery hopes that he’ll be able to offer more options through Cooper’s Hawk concierge service, NRN states.

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