FIU Partners with Haute Living CEO Kamal Hotchandani to Launch Luxury Beverage Entrepreneurship Course

Photo Credit: FIU Chaplin School of Hospitality & Tourism Management

Florida International University’s Chaplin School of Hospitality & Tourism Management has launched a groundbreaking course in partnership with Haute Living, offering students exclusive access to the fast-evolving world of luxury beverage entrepreneurship. The new course, titled Luxury Entrepreneurship with Haute Living, is designed to prepare future leaders in the competitive alcohol and spirits industry.

Taught by Professor Gabriel Urrutia, a seasoned consultant with more than two decades of experience in alcohol branding, marketing, and distribution, the course introduces students to both the opportunities and challenges in today’s oversaturated spirits market. This semester, he is joined by Haute Living CEO Kamal Hotchandani, a pioneer in luxury media, who brings invaluable expertise and connections to the classroom.

Photo Credit: FIU Chaplin School of Hospitality & Tourism Management

Hotchandani, who has built Haute Living into one of the most influential luxury media platforms in the world, joins FIU as a guest lecturer. His involvement bridges luxury media with hospitality education, offering students a unique perspective that blends branding, celebrity partnerships, and premium positioning. For him, the collaboration is about more than teaching—it is about passing along the lessons and relationships Haute Living has cultivated over the years to the next generation of entrepreneurs.

Dean Michael Cheng praised Hotchandani’s contributions, highlighting his leadership in luxury media and his ability to inspire students to innovate within hospitality and luxury markets. He described the course as an exciting opportunity for students to gain rare insights directly from an industry figurehead who understands both the creative and business sides of brand building.

Photo Credit: FIU Chaplin School of Hospitality & Tourism Management

The Beverage Entrepreneurship class is open to all FIU students, reflecting the university’s commitment to cross-disciplinary learning. A central theme of the program is the “celebrity spirits boom,” a trend that has transformed the industry over the last decade. While celebrity partnerships have driven massive exposure and premium pricing opportunities, industry data reveals that more than 70% of these brands eventually fail. This reality offers a crucial learning opportunity for students as they analyze both successful case studies and missteps.

Adding to the excitement, each class features a surprise celebrity guest who shares their firsthand experiences building or promoting luxury spirits brands. This direct exposure provides students with knowledge that goes beyond textbooks, offering them the chance to engage with figures who have shaped the market themselves.

During the first session, Haute Living’s Co-Founder and Co-CEO Shareef Malnik joined students to discuss the brand’s origin story, the hurdles faced in establishing credibility, and the vital role of distribution and marketing in beverage entrepreneurship. Students also had the chance to participate in an exclusive tasting of Sonrisa, a premium Puerto Rican rum.

Photo Credit: FIU Chaplin School of Hospitality & Tourism Management

The blend of academic theory, hands-on tastings, and celebrity-driven case studies makes this course one of the most unique offerings in hospitality education. Students leave not only with enhanced entrepreneurial skills but also with valuable contacts and the framework for their own business plan. These real-world applications underscore the Chaplin School’s reputation as a global leader in hospitality education.

FIU’s Chaplin School of Hospitality & Tourism Management has consistently ranked among the top hospitality schools worldwide, drawing students from around the globe to Miami, one of the world’s premier tourism hubs. The introduction of this new partnership further cements the school’s mission of providing forward-thinking education that blends innovation with industry relevance.

Photo Credit: FIU Chaplin School of Hospitality & Tourism Management

Hotchandani’s involvement also reflects Haute Living’s ongoing commitment to fostering innovation in the luxury space. As the leader of Haute Media Group, Haute Jets, and Haute Wealth LLC, he has worked closely with leading celebrities and global entrepreneurs. His influence continues to shape luxury lifestyle media and, through this collaboration with FIU, he now plays a direct role in shaping the industry’s future leaders.

Photo Credit: FIU Chaplin School of Hospitality & Tourism Management

For students, this course is more than a class—it is a rare opportunity to step inside the luxury world, engage with top-tier entrepreneurs, and gain access to knowledge that can transform their career trajectories. With each session offering new surprises and opportunities, the program represents the type of experiential learning that sets FIU apart on the global stage.