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Our Story Begins with the Story of Sam Assaad, Founder 


Bassam “Sam” Assaad was born in Damascus, Syria. In 1977 Sam came to the United States to attend aviation school in Los Angeles, California.  Upon receiving his pilot’s license, Sam moved to Texas to study Applied Mathematics at the University of Houston.  While later pursuing a degree in Business Administration and Marketing, Sam got his first taste of the wine business while completing a case study on Mouton Cadet, the branded Bordeaux wine created by the Baron Philippe de Rothschild in 1930. This is where his path led him to the wine industry.

Upon completing his studies, Sam began his wine career interning with a local Texas wine distributor, Tarrant Distributors. Shortly after, he joined national French wine importer Bercut Vandervoort.  He continued his career with the famed Burgundy producer, Labouré Roi, and then with Dubos Frères & Cie, the prestigious Bordeaux négociant, prior to establishing MISA Imports.  Sam founded MISA Imports in Dallas, Texas in 1998. 


Named for his children, Michael and Sarah, MISA was built by Sam, brick by brick, bottle by bottle and container by container.  Sam has grown the business by staying true to his three guiding principles:  Transparent pricing; Exceptional customer service; and Top-quality products. In 2001, MISA expanded into distribution in Texas and now has an affiliate distributor network serving 43 states.  MISA also imports to 8 countries around the world.  Sam oversees the entire operation and encourages his employees and constituents to participate in fundraising efforts and drives.  "Let's change the world!  Treat others the way you want to be treated," is on the back of all MISA employee business cards and serves as the organization's motto.


Sam credits his success and prosperity to the relationships he has spent his career forging, a strong work ethic, and the educational opportunities he was fortunate to receive. In 2016 he founded Endless Hope Private Foundation, Inc., a private, family foundation, to help transform the lives of underprivileged people through education, philanthropy, nourishment, housing, and healing.  Sam, his wife Maha, first born child Sarah, and second born Michael, understand that in providing these things, those who are disadvantaged will go on to be the successful and enriched people they were meant to be. 


Together, the Assaad Family is committed to sharing the fruits of success with those who are disadvantaged and underserved, as well as providing support to nonprofit organizations who are working to do good in the world; always staying true to the founding principle: “Treat others the way you would like to be treated.”

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