Sustainable Alcohol Brand, Holistic Spirits Co Gets B Corp Status

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I know things are tough these days and a

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lot of times when people

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think things are tough,

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we tend to relax. And when we relax, we

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have a drink, whether

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that's an alcoholic beverage

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or non-alcoholic beverage. Do you ever

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wonder if that beverage is good for you?

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Do you ever wonder what's in it? I mean,

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we've seen food and we've

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seen drinks and all the stuff

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that they make it taste so great and you

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wonder what's in it. Like,

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is it good for me or is it

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not so good for me? Well, today I have a

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special guest, Amy Holman,

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who is the CEO and founder of

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the Holistic Spirits Company. It is an

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alcoholic beverage company

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that makes the beverage that's

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not as bad for you. It's actually all the

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stuff that goes in it. I

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know obviously alcohol can be

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not so good for you, but all the stuff

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that's made with it is

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actually really good for you.

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It's organic. It's picked out

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specifically for this drink.

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It's a blend that you'll love.

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And it's something that I wanted to talk

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to Amy about because she

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heard her company just got

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B Corp status, which is really

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interested. We talk about the B Corp

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status, what it means to the company,

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why she decided to go for that and the

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company to go for that

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to build a better company.

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But we find out more reasons why and what

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was involved. And then we just talk about

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the sustainability aspect

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of making a better beverage.

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So we're going to talk about that on

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today's episode of the How to Protect the

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Ocean podcast. Let's start the show.

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Hey, everybody. Welcome back to another

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exciting episode of the How

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to Protect the Ocean podcast.

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I'm your host, Andrew Lew. And this is

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the podcast where you find out what's

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happening with the ocean,

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how you can speak up for the ocean, what

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you do to live for a

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better ocean by taking action.

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And on today's episode, I am very happy

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to welcome Amy Homewood, who is the CEO

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and founder of Holistic Spirits Company.

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It is a phenomenal brand, a very new

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brand that's out there. I'm not a huge

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alcohol drinker. I like my alcohol.

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I do like it. And I have it every once in

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a while, especially on like a hot summer

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day. If you're sitting on the dock or you

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buy the water and you enjoy a nice

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beverage to cool off

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and to have some fun.

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This is a beverage for you. And I'm

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looking forward to not only discussing

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what the beverage is like, but discussing

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the process of making a beverage in

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today's day where people want to know

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what's in their food and in their drinks.

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Right. We want to know that it's healthy

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for us. We want to know

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that it's not that bad for us.

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You know, obviously, this is an alcohol

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drink and alcohol, if not consumed

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properly, can be bad for you. But if it's

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consumed in moderation and it has a nice

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blend to it and it's a

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healthy blend, it's organic blend.

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And it's hand picked basically in terms

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of the ingredients and what it goes into

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it. I want to find out more about that in

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the sustainability aspect around that.

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And Amy was so great, very transparent,

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wanted to tell us all about it and she

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did in this interview. So here's the

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interview with Amy

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Homewood from Holistic Spirits Co.

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Enjoy the interview and I will talk to

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you after. Hey, Amy, welcome to the How

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to Protect the Ocean podcast. Are you

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ready to talk about holistic spirits?

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Yes, I am ready, Andrea. Right on. I'm

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very excited about this because as a lot

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of the people in the audience know, Amy,

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I've been bringing

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companies on that do good.

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And I'm very excited to have you on Amy

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because we're going to talk about your

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company, which is

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called Holistic Spirits Co.

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Is it a company? Is it company? Yes.

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Okay. There we go. And it's got like a

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lot of cool things to it. So we're going

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to get into sort of why you

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decided to start this company.

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You know, what made you get into the

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alcohol business and then the way it's

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created and all that wonderful stuff.

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We're going to get into all of that. And

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plus, you know, congratulations again,

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we'll say it probably a number of times.

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But you are now the company is now a B

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Corp, which is which is a great, great

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feature for the company.

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So we're going to get into all of that.

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But before we do, Amy, you just let us

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know who you are and what you do. Yeah,

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my name is Amy Homewood. I'm the CEO of

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Holistic Spirits Co.

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I'm an entrepreneur, not having a

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background in the liquor space, but I

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really saw an unmet need for building a

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better for you spirit that has never been

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done before. So as a curiosity project, I

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just started down this road and it's just

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been absolutely crazy.

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You know what it's like to try to get

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something off the ground that nobody's

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ever done before, like protect the ocean.

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So I'm so excited to share

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the story with you, Andrew.

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I am excited to hear it. You know, you

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mentioned you were an entrepreneur. And

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so obviously with entrepreneur, there are

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a number of different things that you

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test out and do things before you reach,

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you know, something like holistic

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spirits. Can you talk about some of the

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your ventures over time?

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Yes. Well, I was a financial advisor

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previous to to being an entrepreneur in

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the spirits industry, but similar to

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being a female in an

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industry that's dominated by men.

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Yes, I was so fortunate to get into I was

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in the insurance business for with my

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father and then unfortunately he passed

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away when I was in my 30s and I had to

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kind of forge my own path there.

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But it was really a great experience

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having my own business and also being in

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a world where it was dominated by men,

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honestly, and dealing with, you know,

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male clients and people

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that had their own businesses.

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So I was dealing with entrepreneurs and,

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you know, family owned businesses mostly.

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So I was able to really navigate really

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uncharted waters for business owners and

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learn a lot about entrepreneurship and

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what it takes to grow a business and

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build a brand and, you know, roll up your

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sleeves and, you know, get get it done.

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And so I at 50 years old, I was a little

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burned out and I retired from that

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industry and I was really always so

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fascinated with the health and wellness

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space and looking at natural

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health and natural medicine.

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I had issues as a child. I was very sick

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as a child and I also contracted Lyme

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disease when I was in my early 30s. And

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so I really that's an incurable disease

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from a tick bite. Yes.

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And it causes premature aging is

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basically what it does. So it set me down

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a whole different path of how to heal

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myself with food and plants and really

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learned that food is medicine and also

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meditation and just that there's so many

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chemicals and things that were really

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affecting me in a negative way.

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So I was able to really learn about the

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things that aren't really good in our

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food sources. And so I really was trying

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to figure out how am I going to insert

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myself into this? It'd be like a resource

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for people. So I ended up getting kind of

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involved in the nutrition space for a

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while there and went back to school, got

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a master's degree at Johns Hopkins, went

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got a nutrition science

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certification from Stanford.

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Like I went back to school for a while

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while I was just on this quest, honestly,

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to figure out where where was I going to

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land? And through that process, I just

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couldn't understand because I do like to

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have a cocktail and enjoy that.

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I've always, you know, I told you my

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great grandfather was, you know,

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Canadian. He was a liquor business back

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in the day. And I just couldn't

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understand why nobody was working on

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using nutrition science as a

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foundation of making alcohol.

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And it just it's one of those scratches,

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you know, itches that you can't like

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scratch it out, right? So I ended up

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deciding that I wanted to try to figure

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it out. How could we make alcohol less

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toxic using nutrition science? And was

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that possible? So that

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started probably in 2018.

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And we here we are, you know, 2025. Yeah,

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and we actually, I think we nailed it. We

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have created something really special

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that the world needs to know about how to

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do how to make it, not just keeping it to

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ourselves. But there's so much that I

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learned along the way about the alcohol

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industry and the way that people don't

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really understand how it's made and

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what's in it, that I felt like, gosh, we

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really have an

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opportunity to open up to that.

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And I think that's a great opportunity to

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open that open the door and show people

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like this black box. And, and so we're

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really excited about doing that. And

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that's part of the mission of the story.

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And also part of why we became a

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certified B Corp and attempted to do

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that, because you really have to open up

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everything to be, you know, reviewed to

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look at everything you're doing, which is

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such a great experience for a small

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company, just starting out.

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And you talk about all these different

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times in your life. And, and I love how

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you're like, Yeah, it was it was hard.

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But you know, I made it through and

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retired, like from the, from the

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financial advisor business at 50 and then

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go back to school and stuff. That's, it

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sounds like a lot of challenges you had

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to face through that time.

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What was one of the biggest challenges

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through that time? I know it's, it's, if

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there's a lot of time in there and, and,

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and there's a lot that happened in there,

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but what was the biggest challenge from

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like going from a full time, you know,

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business and then, you know, trying to

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figure out the next steps, but then

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having to go back to school to learn more

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about the process that, that you want to

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go in that direction.

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And I think that's, that's the biggest

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challenge that I would imagine that, you

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know, there's a lot of risk involved. I'm

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like, what if this isn't something I want

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to learn after a while? Like, what was

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that biggest challenge?

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01:09:26,916 --> 01:09:30,166
Think it just that people building belief

269
01:09:30,166 --> 01:09:35,000
that what I was doing, I could get people

270
01:09:35,000 --> 01:09:39,291
to come along. So that's where I have

271
01:09:39,291 --> 01:09:40,958
always believed and I've learned this

272
01:09:40,958 --> 01:09:43,583
from other entrepreneurs, that you have

273
01:09:43,583 --> 01:09:45,583
to share your ideas with people or you'll

274
01:09:45,583 --> 01:09:47,000
never get your idea off the ground.

275
01:09:47,625 --> 01:09:50,375
I mean, you have to tell as many people

276
01:09:50,375 --> 01:09:52,416
as you can do not keep your idea to

277
01:09:52,416 --> 01:09:55,375
yourself because you'll never find the

278
01:09:55,375 --> 01:09:56,708
people that are going to help you build

279
01:09:56,708 --> 01:09:58,958
the idea if you don't talk about it. So

280
01:09:58,958 --> 01:10:00,958
that's where the challenge was so many

281
01:10:00,958 --> 01:10:02,500
people, especially people, especially

282
01:10:02,500 --> 01:10:04,458
people in the liquor industry were saying

283
01:10:04,458 --> 01:10:08,083
that this would never work. Even if you

284
01:10:08,083 --> 01:10:10,416
could figure it out, it'll never succeed

285
01:10:10,416 --> 01:10:12,750
because you can't talk about it the way

286
01:10:12,750 --> 01:10:13,708
you're going to need to

287
01:10:13,708 --> 01:10:14,625
for people to give a crap.

288
01:10:14,666 --> 01:10:18,208
And it's going to be really expensive to

289
01:10:18,208 --> 01:10:21,000
do. And you have no idea what you're

290
01:10:21,000 --> 01:10:24,166
doing anyway. And no one's going to buy

291
01:10:24,166 --> 01:10:26,666
brown vodka. So you should just stop even

292
01:10:26,666 --> 01:10:28,416
fascinating yourself with that.

293
01:10:28,708 --> 01:10:30,333
That's very true that when you think

294
01:10:30,333 --> 01:10:32,083
about it, brown vodka is like, wait a

295
01:10:32,083 --> 01:10:35,583
minute, isn't provided? Yeah. Yeah. So I

296
01:10:35,583 --> 01:10:39,708
was like, I, I think they might. I do. So

297
01:10:39,708 --> 01:10:41,958
it's having your own self confidence,

298
01:10:41,958 --> 01:10:43,625
knowing that because I know, I'm not going to be able to do that.

299
01:10:43,625 --> 01:10:46,041
Because I know it's just like you with

300
01:10:46,041 --> 01:10:48,500
you're so marine biologist, you know, so

301
01:10:48,500 --> 01:10:53,000
much more than 99% of the people about

302
01:10:53,000 --> 01:10:55,333
what you know. And it's hard for people

303
01:10:55,333 --> 01:10:58,666
to understand why you're so passionate.

304
01:10:59,041 --> 01:10:59,833
And maybe they just

305
01:10:59,833 --> 01:11:01,166
never will. And that's okay.

306
01:11:01,916 --> 01:11:04,208
Yeah, but but the most important thing is

307
01:11:04,208 --> 01:11:06,875
that you believe that is that you believe

308
01:11:06,875 --> 01:11:09,166
it and that you know what you know, and

309
01:11:09,166 --> 01:11:10,833
no one can take that away from you. So

310
01:11:10,833 --> 01:11:13,208
for me, it was like, I know what I know.

311
01:11:14,083 --> 01:11:17,041
And I know more about this probably then

312
01:11:17,041 --> 01:11:18,541
because not a lot of people have actually

313
01:11:18,541 --> 01:11:20,833
thought about how to do this. And I found

314
01:11:20,833 --> 01:11:23,208
that because one of the things I did,

315
01:11:23,208 --> 01:11:24,875
Andrew, probably similar to the things

316
01:11:24,875 --> 01:11:28,125
that you do to rally your people is found

317
01:11:28,125 --> 01:11:29,000
some of the most

318
01:11:29,000 --> 01:11:30,625
brilliant minds in the industry.

319
01:11:31,416 --> 01:11:41,500
You know, I used to sell life insurance.

320
01:11:41,708 --> 01:11:43,458
So I would call anybody. Okay, I was not

321
01:11:43,458 --> 01:11:44,666
afraid to pick up the phone and call

322
01:11:44,666 --> 01:11:47,291
people. Right. Because I knew what I had

323
01:11:47,291 --> 01:11:49,208
was going to be something that was really

324
01:11:49,208 --> 01:11:51,500
important for them, even if they didn't

325
01:11:51,500 --> 01:11:52,750
appreciate it, they just don't

326
01:11:52,750 --> 01:11:53,625
understand. Yeah, you know, because when they're on an airplane, and they think it's going to crash, they're going to say, Oh, crap, I wish I would have bought that life insurance.

327
01:11:53,625 --> 01:11:56,125
Yeah, you know because when they're on an

328
01:11:56,125 --> 01:11:57,708
airplane and they think it's gonna crash

329
01:11:57,708 --> 01:11:58,958
they're gonna say oh crap

330
01:11:58,958 --> 01:12:00,125
I wish I would have bought that life

331
01:12:00,125 --> 01:12:01,125
insurance policy that

332
01:12:01,125 --> 01:12:02,083
Amy tried to sell me

333
01:12:02,083 --> 01:12:04,416
You know what I mean? I know that so I'm

334
01:12:04,416 --> 01:12:06,000
like, yeah, I know more than you do about

335
01:12:06,000 --> 01:12:06,875
how this is gonna feel

336
01:12:07,125 --> 01:12:09,958
So I really felt really strongly about

337
01:12:09,958 --> 01:12:11,958
this and I called like experts all over

338
01:12:12,125 --> 01:12:14,791
You know in academia and they were liver,

339
01:12:14,791 --> 01:12:17,375
you know liver cancer experts and also

340
01:12:17,375 --> 01:12:19,041
experts in plant science, you know

341
01:12:19,166 --> 01:12:20,208
drug development

342
01:12:20,583 --> 01:12:22,583
evolves from plant science and

343
01:12:22,750 --> 01:12:24,208
I got

344
01:12:25,291 --> 01:12:27,583
Incredible responses like this is such a

345
01:12:27,583 --> 01:12:28,916
good idea and you know what? Nobody's

346
01:12:28,916 --> 01:12:29,666
actually called me to

347
01:12:29,666 --> 01:12:30,500
ask me this question

348
01:12:30,500 --> 01:12:32,291
So I think you could get a patent

349
01:12:34,166 --> 01:12:36,541
So they're like I'm an expert in the

350
01:12:36,541 --> 01:12:37,833
field nobody's called me to

351
01:12:37,833 --> 01:12:39,666
ask me anything about this

352
01:12:39,666 --> 01:12:41,791
So I think this is really like I'd really

353
01:12:41,791 --> 01:12:42,708
like to help you with this

354
01:12:42,708 --> 01:12:44,125
So I got a lot of people that were kind

355
01:12:44,125 --> 01:12:45,583
of excited and then of course

356
01:12:46,208 --> 01:12:48,125
Academia wanted to own all the

357
01:12:48,125 --> 01:12:48,958
intellectual property

358
01:12:49,166 --> 01:12:51,291
So I had to go in a different direction

359
01:12:51,291 --> 01:12:52,500
than going up a big

360
01:12:52,500 --> 01:12:54,333
institution which was fine

361
01:12:54,500 --> 01:12:56,875
So I ended up, you know, so it's finding

362
01:12:56,875 --> 01:12:59,083
those troops those believers

363
01:12:59,291 --> 01:13:01,500
so the biggest challenge is don't give up

364
01:13:01,500 --> 01:13:02,541
when you know you have

365
01:13:02,541 --> 01:13:04,458
something and there are

366
01:13:04,833 --> 01:13:06,125
entrepreneurs and

367
01:13:06,125 --> 01:13:08,000
this applies to any cause

368
01:13:08,500 --> 01:13:09,166
where

369
01:13:10,458 --> 01:13:13,083
If your idea if no one

370
01:13:13,083 --> 01:13:14,000
believes it's possible

371
01:13:14,708 --> 01:13:18,541
It's the best time for your idea. It's

372
01:13:18,541 --> 01:13:19,750
probably contrary. It's a

373
01:13:19,750 --> 01:13:22,500
good contrarian truth. Okay, it's

374
01:13:22,750 --> 01:13:25,500
Contrary to the truth and that's when you

375
01:13:25,500 --> 01:13:26,958
have to build your idea

376
01:13:26,958 --> 01:13:29,416
because that's when it's

377
01:13:29,750 --> 01:13:31,041
Someone has to do it then

378
01:13:31,041 --> 01:13:32,666
and who's going to right?

379
01:13:32,708 --> 01:13:35,125
So that's why I got even more excited

380
01:13:35,125 --> 01:13:36,250
with all the rejection. I was

381
01:13:36,250 --> 01:13:38,041
like, yes, no one believes it

382
01:13:38,041 --> 01:13:39,833
I know it's I know it's the right time

383
01:13:40,416 --> 01:13:42,750
It's such a weird such a weird thing to

384
01:13:42,750 --> 01:13:43,625
hear where it's like,

385
01:13:43,625 --> 01:13:44,291
oh nobody believes it

386
01:13:44,291 --> 01:13:45,666
Well, no, no, now I know I'm on the right

387
01:13:45,666 --> 01:13:48,000
path because people people are believing

388
01:13:48,000 --> 01:13:49,125
it. That's a hundred percent

389
01:13:49,375 --> 01:13:50,833
Yeah, a hundred percent

390
01:13:50,833 --> 01:13:52,125
validation for your idea

391
01:13:53,041 --> 01:13:54,708
Now let me ask you this so, you know, you

392
01:13:54,708 --> 01:13:55,375
talked about you know

393
01:13:55,375 --> 01:13:57,291
You want to to make the process better

394
01:13:57,291 --> 01:13:59,083
for people and less toxic?

395
01:13:59,083 --> 01:14:01,208
Let's talk about that initial process

396
01:14:01,208 --> 01:14:03,833
like the regular alcohol that we get at a

397
01:14:03,833 --> 01:14:05,458
liquor store or so forth

398
01:14:05,916 --> 01:14:09,250
What is so toxic? Is it the alcohol or is

399
01:14:09,250 --> 01:14:10,166
it the stuff that's

400
01:14:10,166 --> 01:14:12,291
made around it? All of it?

401
01:14:12,666 --> 01:14:14,500
I'll of it together. Okay, sure, but you

402
01:14:14,500 --> 01:14:16,666
think of the industrial food machine,

403
01:14:16,666 --> 01:14:19,625
right? Yeah, industrial food and that

404
01:14:19,916 --> 01:14:20,416
basically

405
01:14:21,541 --> 01:14:23,500
90-something percent of all American, you

406
01:14:23,500 --> 01:14:25,166
know, it's industrial food manufactured

407
01:14:25,166 --> 01:14:28,833
food and it's alcohols that way too. So

408
01:14:29,166 --> 01:14:32,500
uses a lot of water a lot of

409
01:14:32,500 --> 01:14:34,958
waste a lot of sludge a lot of

410
01:14:35,500 --> 01:14:36,791
artificial ingredients and

411
01:14:36,791 --> 01:14:39,291
flavors and colors. Yeah, and

412
01:14:39,375 --> 01:14:42,333
And there are no labeling requirements by

413
01:14:42,333 --> 01:14:45,000
the FDA or the TTV to put

414
01:14:45,000 --> 01:14:46,625
any information on a bottle

415
01:14:47,250 --> 01:14:49,625
The only thing the only time you have to

416
01:14:49,625 --> 01:14:53,000
put information on a bottle is if you say

417
01:14:53,458 --> 01:14:56,333
That you're made with organic ingredients

418
01:14:57,208 --> 01:14:59,625
You're not certified organic if you're

419
01:14:59,625 --> 01:15:00,875
made with organic ingredients

420
01:15:01,541 --> 01:15:04,166
You have to put every ingredient on the

421
01:15:04,166 --> 01:15:06,208
label and say what percentage of it which

422
01:15:06,208 --> 01:15:08,541
ones are organic and which ones are not

423
01:15:09,125 --> 01:15:11,000
But other than that if you're not made

424
01:15:11,000 --> 01:15:12,125
with organic ingredients

425
01:15:12,500 --> 01:15:15,000
You do not have to put anything on the

426
01:15:15,000 --> 01:15:16,500
label and you have no

427
01:15:16,500 --> 01:15:18,500
idea. It's so bizarre

428
01:15:19,000 --> 01:15:20,500
So bizarre it makes

429
01:15:20,500 --> 01:15:22,083
no sense to me, right?

430
01:15:22,458 --> 01:15:22,583
Right

431
01:15:22,583 --> 01:15:24,000
I guess that's just the way you know

432
01:15:24,000 --> 01:15:25,000
people lobby and they get

433
01:15:25,000 --> 01:15:26,125
the laws made and you know

434
01:15:26,125 --> 01:15:27,166
They get it in a certain way

435
01:15:27,208 --> 01:15:28,875
So they don't have to put it down because

436
01:15:28,875 --> 01:15:30,708
if you the more information you have the

437
01:15:30,708 --> 01:15:31,583
more decision you can

438
01:15:31,583 --> 01:15:32,291
make and if you don't

439
01:15:32,291 --> 01:15:33,750
Have that information you can't really

440
01:15:33,750 --> 01:15:34,875
make an informed decision

441
01:15:35,000 --> 01:15:37,500
So you just end up just by like getting

442
01:15:37,500 --> 01:15:38,666
giving their word like or

443
01:15:38,666 --> 01:15:40,375
taking them at their word, right?

444
01:15:40,375 --> 01:15:41,291
Just be like no, this is well

445
01:15:41,291 --> 01:15:43,041
They're not even telling there is no word

446
01:15:43,041 --> 01:15:44,250
because no right as anything

447
01:15:44,250 --> 01:15:46,166
So the only thing you're seeing is with

448
01:15:46,166 --> 01:15:47,875
added to you know tequila as they're

449
01:15:47,875 --> 01:15:49,166
talking about now when

450
01:15:49,166 --> 01:15:50,625
you go to a finer restaurant

451
01:15:50,625 --> 01:15:52,500
You're gonna see additive free list of

452
01:15:52,500 --> 01:15:54,375
tequila and then the regular tequila

453
01:15:54,625 --> 01:15:56,958
There's no additive free gin vodka.

454
01:15:56,958 --> 01:15:59,125
There's no additive free other page

455
01:15:59,125 --> 01:16:02,375
Yeah, okay, and I don't know if they can

456
01:16:02,375 --> 01:16:04,208
have that because frankly I have no idea

457
01:16:04,208 --> 01:16:05,291
what's in all this other stuff

458
01:16:05,625 --> 01:16:07,000
All I know is when we

459
01:16:07,000 --> 01:16:08,125
went to make our stuff

460
01:16:08,125 --> 01:16:10,625
I had a mandate that we're

461
01:16:10,625 --> 01:16:12,208
not gonna put anything in there

462
01:16:12,541 --> 01:16:14,875
That's not natural and made you know from

463
01:16:14,875 --> 01:16:17,208
a plant and so and we weren't going to

464
01:16:17,208 --> 01:16:18,333
manipulate it with any art

465
01:16:18,333 --> 01:16:20,583
Any even a color just for the sake of the

466
01:16:20,583 --> 01:16:23,083
color. We're not everything has a purpose

467
01:16:23,083 --> 01:16:24,375
for being in that bottle

468
01:16:24,625 --> 01:16:26,875
Yeah, and so, you know, this is something

469
01:16:26,875 --> 01:16:28,458
I think that the industry

470
01:16:28,458 --> 01:16:30,291
is going to be grappling with

471
01:16:30,750 --> 01:16:32,958
Coming up real soon here that because

472
01:16:32,958 --> 01:16:33,833
people are going to

473
01:16:33,833 --> 01:16:35,125
start asking more questions

474
01:16:35,541 --> 01:16:37,791
100% I mean there's we're seeing it in

475
01:16:37,791 --> 01:16:39,791
regular foods not just in liquids

476
01:16:39,791 --> 01:16:41,625
But we're seeing it in Whole Foods where

477
01:16:41,625 --> 01:16:43,416
even with Whole Foods people are

478
01:16:43,416 --> 01:16:44,583
wondering how it like

479
01:16:44,583 --> 01:16:46,125
you're labeling this as organic

480
01:16:46,166 --> 01:16:48,333
Or non organic, but how is this organic

481
01:16:48,333 --> 01:16:49,750
like, you know, it's it's

482
01:16:49,750 --> 01:16:50,875
not just a marketing scheme

483
01:16:50,916 --> 01:16:51,916
I think a lot of

484
01:16:51,916 --> 01:16:53,333
companies are very you know

485
01:16:53,666 --> 01:16:55,708
cognizant of of green of the term

486
01:16:55,708 --> 01:16:57,833
greenwashing because there's it's been so

487
01:16:57,833 --> 01:16:59,625
apparent and it's now you

488
01:16:59,625 --> 01:17:01,041
just see it all the time and

489
01:17:01,333 --> 01:17:02,458
It's it's nice to have

490
01:17:02,458 --> 01:17:03,375
companies who are like no

491
01:17:03,375 --> 01:17:04,750
No, we're gonna like the companies who

492
01:17:04,750 --> 01:17:06,083
are not greenwashing are the ones who are

493
01:17:06,083 --> 01:17:07,666
fully transparent, you know

494
01:17:07,666 --> 01:17:08,750
They put everything on their balls

495
01:17:08,750 --> 01:17:09,625
because like, you know what?

496
01:17:09,625 --> 01:17:11,208
We know what was in here and we want to

497
01:17:11,208 --> 01:17:12,250
tell you what's in here

498
01:17:12,250 --> 01:17:14,166
Right so that you can make that decision

499
01:17:14,166 --> 01:17:16,416
and yet the power goes back to the

500
01:17:16,416 --> 01:17:17,500
consumer and that's

501
01:17:17,500 --> 01:17:18,500
what I that's what I love

502
01:17:18,500 --> 01:17:21,166
About this process. So when you decide to

503
01:17:21,166 --> 01:17:22,791
like look we're gonna we're gonna make

504
01:17:22,791 --> 01:17:24,541
this with a number of different

505
01:17:24,541 --> 01:17:25,375
plant-based materials

506
01:17:25,375 --> 01:17:30,583
What like in terms of like there's so

507
01:17:30,583 --> 01:17:31,833
many different species of plants

508
01:17:31,833 --> 01:17:33,541
There's so many different types of

509
01:17:33,541 --> 01:17:34,416
berries you can put in

510
01:17:34,416 --> 01:17:35,333
and all this types of stuff

511
01:17:36,000 --> 01:17:37,416
Where do you begin?

512
01:17:38,000 --> 01:17:40,916
In this type of area, right you begin by

513
01:17:40,916 --> 01:17:42,750
hiring a really good food scientist.

514
01:17:42,750 --> 01:17:43,875
That's work with the FDA

515
01:17:44,666 --> 01:17:46,833
Because there's a list of ingredients

516
01:17:46,833 --> 01:17:48,708
you're allowed to put into alcohol

517
01:17:49,250 --> 01:17:52,250
It's called it's a grass certification

518
01:17:52,458 --> 01:17:55,916
Generally regarded as safe and the FDA

519
01:17:55,916 --> 01:17:57,750
has a list and now you can

520
01:17:57,750 --> 01:17:59,625
go back to the FDA and say hey

521
01:17:59,625 --> 01:18:02,041
I want to put milk thistle and they'll

522
01:18:02,041 --> 01:18:03,333
say well, it's not on the list

523
01:18:03,333 --> 01:18:05,500
Okay, so you're gonna have to like hire

524
01:18:05,500 --> 01:18:07,125
someone to get it on there

525
01:18:07,208 --> 01:18:09,500
So we started with the list that was

526
01:18:09,500 --> 01:18:11,958
already available and that's what we used

527
01:18:12,875 --> 01:18:14,916
We didn't want to fight that battle

528
01:18:14,916 --> 01:18:18,833
We saw the list and I then I hired, you

529
01:18:18,833 --> 01:18:21,875
know a Danish scientist in in Oregon who

530
01:18:21,875 --> 01:18:24,875
works with a lot of very unusual

531
01:18:25,250 --> 01:18:27,833
Ingredients some of which the ones that

532
01:18:27,833 --> 01:18:28,625
were on the list. I

533
01:18:28,625 --> 01:18:29,625
never heard that before

534
01:18:30,000 --> 01:18:32,208
And I was like who's the top person with

535
01:18:32,208 --> 01:18:34,250
muscadine grapes? Yeah, and

536
01:18:34,250 --> 01:18:36,416
it happened to be Gita Jensen

537
01:18:37,166 --> 01:18:39,083
PhD from you know

538
01:18:39,166 --> 01:18:43,208
Yeah, a little town in in Oregon and so,

539
01:18:43,208 --> 01:18:45,291
you know learning what?

540
01:18:46,083 --> 01:18:49,916
ingredients Could do potentially what it's in terms

541
01:18:49,916 --> 01:18:51,666
of being able to stabilize

542
01:18:52,458 --> 01:18:54,791
Alcohol is like a matrix. It's a liquid

543
01:18:54,791 --> 01:18:56,333
that's gonna hold stuff

544
01:18:56,458 --> 01:18:56,666
right

545
01:18:56,666 --> 01:18:59,875
and so what can stabilize in there and

546
01:18:59,875 --> 01:19:02,208
Actually maintain the benefits of the

547
01:19:02,208 --> 01:19:03,916
ingredients instead of having them be

548
01:19:03,916 --> 01:19:07,000
destroyed because alcohol is a solvent

549
01:19:07,000 --> 01:19:08,541
and it like absorbs things

550
01:19:08,666 --> 01:19:10,791
Right, but it also can make them more

551
01:19:10,791 --> 01:19:12,666
powerful or it could just make them

552
01:19:13,000 --> 01:19:15,083
Rendered useless because they don't have

553
01:19:15,083 --> 01:19:16,333
any benefits left

554
01:19:16,333 --> 01:19:17,416
because it gets destroyed

555
01:19:17,541 --> 01:19:19,958
So all this testing it took almost four

556
01:19:19,958 --> 01:19:21,375
years of all this testing

557
01:19:21,375 --> 01:19:23,041
Wow and trying to find

558
01:19:23,041 --> 01:19:24,958
people to help us and you know

559
01:19:24,958 --> 01:19:27,666
And then and then also studying all the

560
01:19:27,666 --> 01:19:29,250
base spirits too because

561
01:19:29,250 --> 01:19:32,500
alcohol can be made from cane corn

562
01:19:32,666 --> 01:19:34,750
We you know sugar

563
01:19:34,750 --> 01:19:36,500
whatever all the different grapes

564
01:19:37,375 --> 01:19:39,916
Tulip bulbs, I mean, you know white one

565
01:19:40,500 --> 01:19:43,375
You know winter wheat, you know European

566
01:19:43,375 --> 01:19:44,916
wheat gluten-free wheat

567
01:19:44,916 --> 01:19:47,750
I mean it goes the list goes on so we had

568
01:19:47,750 --> 01:19:50,000
to study all of those too because they

569
01:19:50,000 --> 01:19:51,375
have their own ramifications

570
01:19:52,000 --> 01:19:54,375
In terms of a chemical reaction that they

571
01:19:54,375 --> 01:19:55,500
have with the other plants.

572
01:19:55,500 --> 01:19:57,500
So that was very interesting

573
01:19:57,500 --> 01:19:58,666
It was a whole process

574
01:19:59,291 --> 01:20:00,916
That's it seems like you're you're trying

575
01:20:00,916 --> 01:20:01,958
to put a puzzle together

576
01:20:02,583 --> 01:20:04,666
That's never been put together and the

577
01:20:04,666 --> 01:20:07,000
pieces may or may not form together and

578
01:20:07,000 --> 01:20:08,875
you have to find that formula that

579
01:20:09,333 --> 01:20:11,583
It actually forms together. And so you

580
01:20:11,583 --> 01:20:13,250
said that took four years

581
01:20:13,250 --> 01:20:17,041
Yeah from idea of those phone calls to

582
01:20:17,041 --> 01:20:19,416
these brilliant people to finding these

583
01:20:19,416 --> 01:20:21,125
people going through a year and a half of

584
01:20:21,375 --> 01:20:23,000
Universities that said they wanted to own

585
01:20:23,000 --> 01:20:25,375
everything to pivoting and then you know

586
01:20:25,375 --> 01:20:26,458
and then starting to

587
01:20:26,458 --> 01:20:27,666
make it which we made it

588
01:20:27,666 --> 01:20:28,750
in a in a little

589
01:20:28,750 --> 01:20:29,583
kitchen in Salt Lake City

590
01:20:29,750 --> 01:20:30,625
which

591
01:20:31,750 --> 01:20:34,000
The scientists that I work with Natalie

592
01:20:34,000 --> 01:20:36,250
chevro. She's a beautiful French

593
01:20:36,625 --> 01:20:38,833
chemist who I knew from years

594
01:20:38,833 --> 01:20:41,083
ago from another company and

595
01:20:41,291 --> 01:20:43,541
She had never worked on alcohol other

596
01:20:43,541 --> 01:20:45,291
than having it preserve

597
01:20:45,875 --> 01:20:47,791
Ingredients for like cosmetics and stuff

598
01:20:47,791 --> 01:20:49,375
because alcohol is used in a lot of

599
01:20:49,375 --> 01:20:50,500
products, right? Yes

600
01:20:50,750 --> 01:20:54,333
And so we really sat in her kitchen with

601
01:20:54,333 --> 01:20:55,125
these different ingredients

602
01:20:55,375 --> 01:20:57,541
And we're just hundreds of batches and

603
01:20:57,541 --> 01:20:59,458
just playing around with different things

604
01:20:59,458 --> 01:21:01,750
and then to take that and then find a

605
01:21:01,750 --> 01:21:03,166
distillery to make that

606
01:21:03,875 --> 01:21:04,250
product

607
01:21:04,916 --> 01:21:07,583
We were able to what was really fun as we

608
01:21:07,583 --> 01:21:09,875
I told you I'm from back East originally

609
01:21:09,875 --> 01:21:10,958
the Bethesda, Maryland

610
01:21:10,958 --> 01:21:14,000
Maryland area. Yeah, and we've I was

611
01:21:14,708 --> 01:21:17,000
Fascinated with a distillery in

612
01:21:17,000 --> 01:21:18,833
Frederick. It's the only certified

613
01:21:18,833 --> 01:21:19,958
organic distillery in

614
01:21:19,958 --> 01:21:20,541
the state of Maryland

615
01:21:20,833 --> 01:21:22,333
And I thought why don't we go talk to

616
01:21:22,333 --> 01:21:25,208
this gentleman who owns this and see if

617
01:21:25,208 --> 01:21:26,541
he would want to work with us?

618
01:21:26,666 --> 01:21:28,791
Because it's right in our back door. We

619
01:21:28,791 --> 01:21:30,166
were there still while we were doing some

620
01:21:30,166 --> 01:21:31,916
of this research and

621
01:21:31,916 --> 01:21:34,625
He was not really

622
01:21:35,166 --> 01:21:37,000
Able to help us in the beginning, but

623
01:21:37,000 --> 01:21:39,083
once we came to him with the formula

624
01:21:39,333 --> 01:21:41,500
He was totally blown away by what we came

625
01:21:41,500 --> 01:21:42,333
up with in this little

626
01:21:42,333 --> 01:21:43,416
kitchen in Salt Lake City

627
01:21:43,416 --> 01:21:45,250
He just couldn't believe it. So we got

628
01:21:45,250 --> 01:21:46,583
really lucky. So we do

629
01:21:46,583 --> 01:21:48,083
make in a certified organic

630
01:21:48,958 --> 01:21:49,541
green

631
01:21:50,083 --> 01:21:52,750
Distillery in Frederick, Maryland and

632
01:21:52,750 --> 01:21:53,916
that's where we make our vodka

633
01:21:53,916 --> 01:21:55,916
But now we're also making a gin and I'll

634
01:21:55,916 --> 01:21:57,583
tell you a little bit more making that up

635
01:21:57,583 --> 01:21:58,916
in Petaluma, California

636
01:21:59,208 --> 01:22:00,541
So you know going through

637
01:22:00,541 --> 01:22:02,416
that process working with other?

638
01:22:03,125 --> 01:22:05,458
Experts in the field instead of going to

639
01:22:05,458 --> 01:22:06,958
try to own our own distillery

640
01:22:06,958 --> 01:22:08,500
That was not an option at

641
01:22:08,500 --> 01:22:09,916
all or not even necessary

642
01:22:10,000 --> 01:22:12,666
Why do that when you can use somebody

643
01:22:12,666 --> 01:22:15,000
else who's already put that sweat equity

644
01:22:15,000 --> 01:22:16,250
and already has it set

645
01:22:16,250 --> 01:22:17,416
up as certified organic?

646
01:22:17,541 --> 01:22:18,541
and

647
01:22:19,041 --> 01:22:20,916
Absolutely incredible entrepreneur

648
01:22:20,916 --> 01:22:23,375
people, you know to work with yeah. Yeah

649
01:22:23,375 --> 01:22:24,291
and to partner with

650
01:22:24,291 --> 01:22:25,541
with somebody like that

651
01:22:26,041 --> 01:22:27,750
Obviously has gone through the hoops and

652
01:22:27,750 --> 01:22:29,708
everything that you need to go through

653
01:22:29,875 --> 01:22:32,375
The I would imagine they'd be excited to

654
01:22:32,375 --> 01:22:33,916
partner with somebody like

655
01:22:33,916 --> 01:22:35,291
like yourself to say hey look

656
01:22:35,291 --> 01:22:36,916
We're trying to change the game here

657
01:22:36,916 --> 01:22:39,500
like we're trying to offer you provide an

658
01:22:39,500 --> 01:22:40,958
option for people where they can be

659
01:22:40,958 --> 01:22:42,375
healthy and still have

660
01:22:42,375 --> 01:22:43,125
a you know still have a

661
01:22:43,125 --> 01:22:45,500
good time and relax and know that what

662
01:22:45,500 --> 01:22:47,041
they're putting in their system is

663
01:22:47,041 --> 01:22:48,458
healthy for them and and

664
01:22:48,458 --> 01:22:50,250
Know what's going into their system,

665
01:22:50,250 --> 01:22:51,583
which I which I think is

666
01:22:51,750 --> 01:22:54,458
And I yeah, and I think Andrew a better

667
01:22:54,458 --> 01:22:56,375
way to say it to frame it is

668
01:22:56,375 --> 01:22:58,791
this last bad not hell. Yes

669
01:22:59,541 --> 01:23:01,958
Yeah, for sure. You still have to do it

670
01:23:01,958 --> 01:23:04,333
moderately. That's right. Yeah, of

671
01:23:04,333 --> 01:23:06,958
course. Yes. Yeah. I like that

672
01:23:07,791 --> 01:23:10,416
Now, you know four years of trying to

673
01:23:10,416 --> 01:23:12,166
come up with a formula and and you know

674
01:23:12,166 --> 01:23:12,916
going to school and

675
01:23:12,916 --> 01:23:13,916
everything like that not

676
01:23:14,208 --> 01:23:17,041
Doing your work, you know you I would

677
01:23:17,041 --> 01:23:18,875
imagine this is not something like that

678
01:23:18,875 --> 01:23:20,666
It's like, you know, you could bootstrap

679
01:23:20,666 --> 01:23:22,041
it, but it's a very difficult thing to

680
01:23:22,041 --> 01:23:23,208
just bootstrap yourself

681
01:23:23,750 --> 01:23:25,750
You look I assumed you'd look for

682
01:23:25,750 --> 01:23:27,500
investors and you and you had investors

683
01:23:27,500 --> 01:23:28,291
and people interested

684
01:23:28,333 --> 01:23:29,875
how does that work when you start a

685
01:23:29,875 --> 01:23:31,750
company like this with such a

686
01:23:31,791 --> 01:23:32,708
I

687
01:23:33,458 --> 01:23:35,541
Can say like I guess it's a more of a

688
01:23:35,541 --> 01:23:37,041
rebellious nature in

689
01:23:37,041 --> 01:23:38,416
that in the alcohol industry

690
01:23:38,416 --> 01:23:40,791
But something that's so innovative, you

691
01:23:40,791 --> 01:23:42,333
know to get investors

692
01:23:42,333 --> 01:23:45,208
Was that a difficult pitch to make for

693
01:23:45,208 --> 01:23:47,500
this type of brand that

694
01:23:47,500 --> 01:23:48,583
you were trying to create?

695
01:23:49,416 --> 01:23:50,666
In the beginning it

696
01:23:50,666 --> 01:23:53,666
really was not because we had

697
01:23:54,791 --> 01:23:56,791
People really excited to help us

698
01:23:56,833 --> 01:23:58,791
But we did bootstrap it, you know all

699
01:23:58,791 --> 01:24:00,833
through that four years and put a lot of

700
01:24:00,833 --> 01:24:01,875
money into the company

701
01:24:02,541 --> 01:24:05,500
but then Woody Harrelson drank a bottle

702
01:24:05,500 --> 01:24:08,916
of origin holistic spirits vodka and

703
01:24:08,916 --> 01:24:11,666
one of our investors who's been a friend

704
01:24:11,666 --> 01:24:12,625
and business partner of

705
01:24:12,625 --> 01:24:14,750
mine for almost 35 years

706
01:24:15,333 --> 01:24:16,416
he knew

707
01:24:17,625 --> 01:24:20,083
Woody's manager from another investment

708
01:24:20,083 --> 01:24:22,166
that he had done and he just said hey you

709
01:24:22,166 --> 01:24:23,458
should send him a bottle and see

710
01:24:23,666 --> 01:24:26,000
You know just send it to him because

711
01:24:26,000 --> 01:24:27,208
these he might want to be

712
01:24:27,208 --> 01:24:28,333
an investor in the company

713
01:24:28,333 --> 01:24:30,250
Yeah, not even woody, but what he's

714
01:24:30,250 --> 01:24:32,208
manager, right? And so

715
01:24:32,708 --> 01:24:35,000
So he got it and he goes. Oh my gosh

716
01:24:35,000 --> 01:24:37,333
I need to send this to woody woody is

717
01:24:37,333 --> 01:24:38,375
gonna want this because

718
01:24:38,375 --> 01:24:40,375
woody really likes clean spirits

719
01:24:40,375 --> 01:24:42,041
He likes like clear he

720
01:24:42,041 --> 01:24:44,083
likes he drinks natural wine

721
01:24:44,083 --> 01:24:46,333
You know, he he's very picky about what

722
01:24:46,333 --> 01:24:48,291
he puts into his body very when he saw

723
01:24:48,291 --> 01:24:49,458
the ingredients on the label

724
01:24:49,583 --> 01:24:50,666
He was like, oh my gosh

725
01:24:50,666 --> 01:24:53,041
I I got a so we sent two bottles to woody

726
01:24:53,041 --> 01:24:53,875
and he and his wife and

727
01:24:53,875 --> 01:24:55,041
his neighbors in Hawaii

728
01:24:55,125 --> 01:24:56,875
Came over and they pretty

729
01:24:56,875 --> 01:24:57,958
much drank a whole bottle

730
01:24:58,500 --> 01:25:01,125
And so in one night to test

731
01:25:01,125 --> 01:25:02,875
it out. Well, yeah, test it out

732
01:25:02,875 --> 01:25:04,958
You gotta do it. They totally went all in

733
01:25:04,958 --> 01:25:06,708
and tested it out and they called

734
01:25:06,708 --> 01:25:07,666
literally the next day

735
01:25:07,666 --> 01:25:10,250
They're like, oh my gosh. I love this. I

736
01:25:10,250 --> 01:25:11,708
will want this in my body

737
01:25:11,708 --> 01:25:15,041
I want this in my world and I've been

738
01:25:15,041 --> 01:25:16,541
waiting for this like thank God

739
01:25:17,541 --> 01:25:19,375
Hallelujah, let's I gotta meet this purse

740
01:25:19,375 --> 01:25:21,250
this crazy person. So we

741
01:25:21,250 --> 01:25:23,041
got so we got on a zoom

742
01:25:23,166 --> 01:25:25,375
We totally connected and I

743
01:25:25,375 --> 01:25:26,625
was like woody you're amazing

744
01:25:26,750 --> 01:25:28,750
We think I've always loved you and I

745
01:25:28,750 --> 01:25:30,041
respect the crap out of you

746
01:25:30,333 --> 01:25:32,250
But you know, we're not looking for a

747
01:25:32,250 --> 01:25:33,500
celebrity money grab

748
01:25:33,500 --> 01:25:34,958
kind of guy, you know

749
01:25:34,958 --> 01:25:37,500
We're looking for a real partner and if

750
01:25:37,500 --> 01:25:38,958
you want to get involved, we'd love you

751
01:25:38,958 --> 01:25:39,916
to invest in the company

752
01:25:39,958 --> 01:25:41,916
So let's have a conversation about that

753
01:25:41,916 --> 01:25:43,458
and he did and it was incredible and he

754
01:25:43,458 --> 01:25:44,208
brought some other people

755
01:25:44,208 --> 01:25:45,250
that are really fantastic

756
01:25:45,250 --> 01:25:47,875
You know people to have on our team as

757
01:25:47,875 --> 01:25:49,750
well. So we work with their team

758
01:25:49,750 --> 01:25:51,791
He does, you know, he's got a great team.

759
01:25:51,791 --> 01:25:53,125
We have a call every two weeks

760
01:25:53,208 --> 01:25:55,416
Yeah, and the most important part of what

761
01:25:55,416 --> 01:25:57,041
he does is these kinds of things that

762
01:25:57,041 --> 01:25:58,416
we're doing right now interviews

763
01:25:58,750 --> 01:26:01,583
For magazines to educate people more

764
01:26:01,583 --> 01:26:03,041
about why we're doing what we're doing

765
01:26:03,041 --> 01:26:04,916
and why he got excited about the company

766
01:26:05,541 --> 01:26:07,333
And look, I don't know. I've never met

767
01:26:07,333 --> 01:26:08,291
woody Harrelson. I've had

768
01:26:08,291 --> 01:26:09,666
the pleasure of meeting him

769
01:26:09,666 --> 01:26:11,625
He seems that from a celebrity point of

770
01:26:11,625 --> 01:26:12,708
view like one of the most

771
01:26:12,708 --> 01:26:14,625
down-to-earth types of people

772
01:26:15,041 --> 01:26:17,375
That you can you can meet and we know,

773
01:26:17,375 --> 01:26:19,250
you know, everybody knows of his clean

774
01:26:19,250 --> 01:26:21,375
living type of style, you know

775
01:26:21,666 --> 01:26:23,583
vegan very clean I

776
01:26:23,666 --> 01:26:26,625
believe there is a joke that was made on

777
01:26:26,625 --> 01:26:28,000
a celebrity talk show

778
01:26:28,000 --> 01:26:30,458
with one of his co-stars I

779
01:26:30,750 --> 01:26:31,750
Blank on her name. She

780
01:26:32,166 --> 01:26:33,666
He starred with her but she

781
01:26:33,666 --> 01:26:35,166
would joke around with him

782
01:26:35,500 --> 01:26:36,791
He would drive she would drive him to

783
01:26:36,791 --> 01:26:38,041
work or as she was driving to work

784
01:26:38,041 --> 01:26:40,166
She would bring him to like a McDonald's

785
01:26:40,166 --> 01:26:41,708
drive drive him nuts

786
01:26:41,750 --> 01:26:42,958
And he's get all mad

787
01:26:42,958 --> 01:26:43,750
at her and kind of stuff

788
01:26:43,750 --> 01:26:45,666
But it because that was everybody knows

789
01:26:45,666 --> 01:26:48,208
what he likes, you know clean living like

790
01:26:48,208 --> 01:26:51,458
he likes his his his his vegan lifestyle

791
01:26:51,458 --> 01:26:52,958
He wants to make sure that everything's

792
01:26:52,958 --> 01:26:54,083
organic. Everything's

793
01:26:54,083 --> 01:26:55,541
good for him in his life

794
01:26:55,541 --> 01:26:57,625
You know the way he sees it and I think

795
01:26:57,625 --> 01:26:58,666
that and it kind of

796
01:26:58,666 --> 01:27:00,958
speaks to his down-to-earth

797
01:27:01,583 --> 01:27:02,833
Personality from what I

798
01:27:02,833 --> 01:27:04,291
gather like in front of scene

799
01:27:04,333 --> 01:27:04,583
obviously

800
01:27:04,583 --> 01:27:06,166
You kind of agree with

801
01:27:06,166 --> 01:27:07,541
that in terms of you know

802
01:27:07,541 --> 01:27:09,208
No, we're getting to know him and so

803
01:27:09,208 --> 01:27:11,041
forth and I think it's important to have

804
01:27:11,041 --> 01:27:12,041
a celebrity like that

805
01:27:12,041 --> 01:27:13,166
when you start talking about

806
01:27:13,166 --> 01:27:14,666
having a

807
01:27:14,750 --> 01:27:17,000
spirit that an alcohol that is

808
01:27:18,041 --> 01:27:19,208
You know that that's

809
01:27:19,208 --> 01:27:20,291
that's cleaner, you know

810
01:27:20,291 --> 01:27:22,541
like you said less bad for you then then

811
01:27:22,541 --> 01:27:24,791
then all the others and and to just even

812
01:27:24,791 --> 01:27:26,416
ask the question even to think about

813
01:27:26,416 --> 01:27:27,375
Asking the question like

814
01:27:27,375 --> 01:27:29,625
how good is this gin for me?

815
01:27:29,625 --> 01:27:31,208
You know, even though it's alcohol and I

816
01:27:31,208 --> 01:27:32,750
want to have a good time to taste good or

817
01:27:32,750 --> 01:27:34,166
or vodka that tastes good

818
01:27:34,166 --> 01:27:35,375
But how good is it like

819
01:27:35,375 --> 01:27:36,916
there are so many mixtures of?

820
01:27:37,541 --> 01:27:39,583
These drinks of gin and vodka these days

821
01:27:39,583 --> 01:27:41,125
and you don't know what's in them

822
01:27:41,125 --> 01:27:42,791
You just drink them because somebody

823
01:27:42,791 --> 01:27:44,250
either told you about them or

824
01:27:44,250 --> 01:27:46,666
you see it on TV or you know

825
01:27:46,666 --> 01:27:48,083
You just find it in the liquor store

826
01:27:48,333 --> 01:27:50,291
And you just start to drink them and

827
01:27:50,291 --> 01:27:51,541
because you like them and then you like

828
01:27:51,541 --> 01:27:53,125
the way it feels on a hot summer

829
01:27:53,125 --> 01:27:54,708
Day or what have you and then you start

830
01:27:54,708 --> 01:27:57,708
to go but you know now for me meeting you

831
01:27:57,708 --> 01:27:58,708
and knowing about this brand

832
01:27:58,708 --> 01:28:00,833
You're like well, yeah, is this is good

833
01:28:00,833 --> 01:28:02,500
for me or is this not as bad for me?

834
01:28:02,500 --> 01:28:03,583
Like I want to know what

835
01:28:03,583 --> 01:28:04,791
this what this really is

836
01:28:04,791 --> 01:28:07,208
I think it's an important question to ask

837
01:28:07,208 --> 01:28:09,125
and I think having having Woody Harrelson

838
01:28:09,500 --> 01:28:12,041
Attached to it in the capacity that he is

839
01:28:12,041 --> 01:28:13,750
and not just like the face of it

840
01:28:13,750 --> 01:28:15,833
He is the an investor and he wants to

841
01:28:15,833 --> 01:28:16,625
know more about it in

842
01:28:16,625 --> 01:28:17,500
his business practices

843
01:28:17,541 --> 01:28:19,625
I think that's that's I think that's really that's really

844
01:28:19,625 --> 01:28:22,083
great to be able to do that

845
01:28:23,125 --> 01:28:24,875
But then like, you know, I don't know

846
01:28:24,875 --> 01:28:26,791
much about making a product and stuff. My

847
01:28:26,791 --> 01:28:27,708
product is information

848
01:28:27,833 --> 01:28:29,875
That's how I that's how I run my business

849
01:28:29,875 --> 01:28:31,791
and obviously, you know you the

850
01:28:31,791 --> 01:28:33,083
information is important in

851
01:28:33,083 --> 01:28:34,750
this aspect for for alcohol

852
01:28:35,666 --> 01:28:37,708
But when you once you have the formula

853
01:28:37,708 --> 01:28:39,458
once you kind of figured it out

854
01:28:40,041 --> 01:28:42,458
How'd what's the next steps that you have

855
01:28:42,458 --> 01:28:45,208
to take in terms of you know, making the

856
01:28:45,208 --> 01:28:47,000
product at a particular scale?

857
01:28:47,000 --> 01:28:49,416
Do you start off trying to ramp it up as

858
01:28:49,416 --> 01:28:50,333
much as possible or

859
01:28:50,333 --> 01:28:51,333
do you start off slow?

860
01:28:51,333 --> 01:28:53,291
How does that work and where do you start

861
01:28:53,291 --> 01:28:55,291
to get the distribution and

862
01:28:55,291 --> 01:28:57,000
things like that? Right? So

863
01:28:57,708 --> 01:29:00,166
You can do it a couple different ways. We

864
01:29:00,166 --> 01:29:03,000
started off slow because we needed to

865
01:29:03,000 --> 01:29:03,916
have proof of concept

866
01:29:04,208 --> 01:29:05,791
Yeah, it's one thing to have Woody

867
01:29:05,791 --> 01:29:07,166
Harrelson get excited

868
01:29:07,666 --> 01:29:09,708
And me to be excited because finally

869
01:29:09,708 --> 01:29:11,000
somebody made something I

870
01:29:11,000 --> 01:29:12,708
actually want to drink, right?

871
01:29:14,916 --> 01:29:16,666
We needed to show because of the

872
01:29:17,875 --> 01:29:19,833
skepticism in the spirits world

873
01:29:21,041 --> 01:29:22,625
Show that there were people that would

874
01:29:22,625 --> 01:29:24,500
want to buy this so it's very funny

875
01:29:24,541 --> 01:29:26,041
So the first thing we

876
01:29:26,041 --> 01:29:27,708
did which makes zero sense

877
01:29:28,250 --> 01:29:30,375
But just what we did so we went to the

878
01:29:30,375 --> 01:29:31,458
Wilshire Country Club

879
01:29:31,791 --> 01:29:35,958
Okay, 500 bottles. Okay, okay, and we had

880
01:29:35,958 --> 01:29:37,958
a friend who was a member

881
01:29:37,958 --> 01:29:39,291
of the Wilshire Country Club

882
01:29:39,291 --> 01:29:41,250
And he said listen, I'm in

883
01:29:41,250 --> 01:29:43,125
charge of the LPGA tournament

884
01:29:43,125 --> 01:29:45,750
I think you guys should host a bar at the

885
01:29:45,750 --> 01:29:48,916
LPGA tournament at my country club and

886
01:29:48,916 --> 01:29:51,166
all the members are gonna come try it and

887
01:29:51,291 --> 01:29:53,333
You're just gonna have this little little

888
01:29:53,333 --> 01:29:54,958
group of people that see what

889
01:29:54,958 --> 01:29:57,333
they think in a over four days

890
01:29:57,583 --> 01:29:59,416
Okay, and there were two different golf

891
01:29:59,416 --> 01:30:00,500
tournaments. There was one there and

892
01:30:00,500 --> 01:30:01,416
another one the next

893
01:30:01,416 --> 01:30:02,416
week at Palace Verdes

894
01:30:02,625 --> 01:30:05,083
So we said, you know, that's a great idea

895
01:30:06,166 --> 01:30:07,625
It was absolutely incredible

896
01:30:07,708 --> 01:30:09,916
People were just loving it and they were

897
01:30:09,916 --> 01:30:12,125
so excited and they were just like but

898
01:30:12,125 --> 01:30:13,291
what was interesting which

899
01:30:13,291 --> 01:30:14,708
I didn't realize is a lot

900
01:30:14,708 --> 01:30:17,041
Of the people that watch ladies golf

901
01:30:17,041 --> 01:30:18,166
professional golf are

902
01:30:18,166 --> 01:30:21,500
Korean men that don't

903
01:30:21,833 --> 01:30:23,541
Don't drink vodka. No, they don't drink

904
01:30:23,541 --> 01:30:26,166
vodka. They drink whiskey or Burbank or

905
01:30:26,166 --> 01:30:27,250
scotch very expensive

906
01:30:27,500 --> 01:30:29,500
Barrel-aged for 20 years, you know, right

907
01:30:29,500 --> 01:30:30,583
ours is made in one day.

908
01:30:30,583 --> 01:30:32,125
Ours is like having a smoothie

909
01:30:32,291 --> 01:30:33,916
It's like a fresh juice in a bottle.

910
01:30:33,916 --> 01:30:37,000
Okay, and so so they're coming up and

911
01:30:37,000 --> 01:30:37,875
they're like, what is that?

912
01:30:37,875 --> 01:30:40,833
Because it's a brown. It's a copper pinky

913
01:30:40,833 --> 01:30:42,625
brownish color clear liquor

914
01:30:42,625 --> 01:30:44,500
sure and it looks like whiskey

915
01:30:44,541 --> 01:30:46,958
Yeah, so I was no way I was telling him

916
01:30:46,958 --> 01:30:48,625
it was vodka. I was like, alright, you

917
01:30:48,625 --> 01:30:49,708
guys just need to try this

918
01:30:49,708 --> 01:30:51,833
so we made old fashions, you know

919
01:30:51,833 --> 01:30:53,083
cocktails with it and

920
01:30:53,750 --> 01:30:55,791
They just absolutely loved it. Everybody

921
01:30:55,791 --> 01:30:57,375
loved it was great and

922
01:30:57,416 --> 01:30:58,916
It was a really good

923
01:30:59,416 --> 01:31:01,250
You know sort of a market where there

924
01:31:01,250 --> 01:31:02,458
were all different ages because there

925
01:31:02,458 --> 01:31:04,000
were young people there were older people

926
01:31:04,000 --> 01:31:06,083
It was all variety of different even

927
01:31:06,083 --> 01:31:07,583
though it was it was an open tournament

928
01:31:08,000 --> 01:31:10,916
So people could come and see it

929
01:31:10,916 --> 01:31:12,125
So there were all different kinds of

930
01:31:12,125 --> 01:31:13,833
people that were coming to it for four

931
01:31:13,833 --> 01:31:15,833
days testing area. It was really cool

932
01:31:16,000 --> 01:31:18,000
Yeah, then we made a thousand cases. Okay

933
01:31:18,000 --> 01:31:20,291
after that case. So then yeah thousand

934
01:31:20,291 --> 01:31:21,833
cases, which is not really

935
01:31:21,833 --> 01:31:22,958
that much believe it or not

936
01:31:22,958 --> 01:31:24,458
How much in the case how many in a case

937
01:31:24,458 --> 01:31:26,833
four six six? Yeah six bottles. So, you

938
01:31:26,833 --> 01:31:27,791
know, okay. All right

939
01:31:27,791 --> 01:31:30,208
so yeah, and then we so

940
01:31:30,208 --> 01:31:32,583
that was our like round one and

941
01:31:32,583 --> 01:31:35,458
From there. So since we started Andrew,

942
01:31:35,458 --> 01:31:38,000
we've sold four thousand cases and that's

943
01:31:38,000 --> 01:31:39,708
been about over about a year and a half

944
01:31:40,166 --> 01:31:42,625
So now we make them in these increments,

945
01:31:42,625 --> 01:31:44,333
right? Yeah, we also know

946
01:31:45,375 --> 01:31:47,625
That whenever those ingredients come in

947
01:31:47,625 --> 01:31:49,291
because we have we have four ingredients

948
01:31:49,291 --> 01:31:51,041
that are from all over the world

949
01:31:52,041 --> 01:31:54,916
Artichoke leaves from France. They're

950
01:31:54,916 --> 01:31:56,625
they're harvested four times a year

951
01:31:57,000 --> 01:31:58,083
Elderberry extract

952
01:31:58,083 --> 01:31:59,750
elderberries are grown in Europe

953
01:32:00,666 --> 01:32:02,750
Mostly in the Alps are grown in Poland,

954
01:32:02,750 --> 01:32:04,750
you know, there's a war. I mean, you

955
01:32:04,750 --> 01:32:06,083
know, you're anian war

956
01:32:06,083 --> 01:32:06,875
There's all kinds of

957
01:32:06,875 --> 01:32:08,333
crazy stuff going on for sure

958
01:32:08,333 --> 01:32:10,583
And then we have the muscadine grapes

959
01:32:10,583 --> 01:32:13,333
which are a seasonal grape that's

960
01:32:13,333 --> 01:32:14,416
harvested in October

961
01:32:14,500 --> 01:32:16,208
They're make they're grown in the United

962
01:32:16,208 --> 01:32:19,125
States. Okay, and if there's if there's a

963
01:32:19,708 --> 01:32:22,125
Freeze like there just was yeah foot of

964
01:32:22,125 --> 01:32:23,625
snow in Georgia, which is yeah

965
01:32:24,500 --> 01:32:26,375
And then we have green tea from China

966
01:32:26,375 --> 01:32:27,750
So we have these ingredients from all

967
01:32:27,750 --> 01:32:29,500
over the world and then our base spirit

968
01:32:29,500 --> 01:32:32,500
is an organic wheat in the vodka

969
01:32:32,666 --> 01:32:35,250
That's European wheat. So, you know,

970
01:32:35,250 --> 01:32:38,166
you've got all these dynamics of

971
01:32:38,416 --> 01:32:39,583
How you're gonna source

972
01:32:39,583 --> 01:32:40,791
these ingredients, right?

973
01:32:40,791 --> 01:32:43,750
And so we really had to now to get all

974
01:32:43,750 --> 01:32:44,958
that organized and also

975
01:32:44,958 --> 01:32:46,625
in such an effective way of

976
01:32:47,458 --> 01:32:47,666
understanding

977
01:32:48,416 --> 01:32:50,791
How these ingredients get here and

978
01:32:50,791 --> 01:32:53,333
thinking all along that we wanted this

979
01:32:53,333 --> 01:32:54,458
company to be a

980
01:32:54,458 --> 01:32:56,333
certified B Corp from day one

981
01:32:56,333 --> 01:32:58,750
I became obsessed with what's called

982
01:32:58,750 --> 01:33:00,583
conscious capitalism and following John

983
01:33:00,583 --> 01:33:01,833
Mackey and his story

984
01:33:02,041 --> 01:33:04,541
Reading the books reading going to the

985
01:33:04,541 --> 01:33:06,750
you know, the conscious

986
01:33:06,750 --> 01:33:08,208
capitalism summit meetings

987
01:33:08,583 --> 01:33:10,666
Learning about conscious capitalism and

988
01:33:10,666 --> 01:33:11,833
why it's so important

989
01:33:12,375 --> 01:33:15,041
So important to instill those principles

990
01:33:15,041 --> 01:33:17,000
in your business at the beginning instead

991
01:33:17,000 --> 01:33:18,083
of waiting until later

992
01:33:18,208 --> 01:33:20,208
So that's where all these things were

993
01:33:20,208 --> 01:33:22,375
like in the back of my mind, too

994
01:33:22,416 --> 01:33:24,500
But the ingredients that we discovered

995
01:33:24,500 --> 01:33:26,750
that worked were from all over the world

996
01:33:26,750 --> 01:33:29,750
So we couldn't help but have that be what

997
01:33:29,750 --> 01:33:32,541
it is. Yep. Okay, so

998
01:33:32,541 --> 01:33:35,500
Yes, yeah

999
01:33:36,291 --> 01:33:38,583
Especially now there's so many, you know

1000
01:33:38,583 --> 01:33:39,583
in different parts of the world

1001
01:33:39,625 --> 01:33:40,708
There's so many things that could be

1002
01:33:40,708 --> 01:33:42,708
affecting these crops, you know

1003
01:33:43,208 --> 01:33:45,458
from droughts to freezes

1004
01:33:45,458 --> 01:33:48,250
to wildfires to anything so

1005
01:33:48,625 --> 01:33:51,000
That's a lot of risk to even though it's

1006
01:33:51,000 --> 01:33:52,958
great to have all those to be combined

1007
01:33:52,958 --> 01:33:54,541
It's a lot of risk you take so you have

1008
01:33:54,541 --> 01:33:55,666
to be careful in terms of

1009
01:33:55,666 --> 01:33:56,791
how those those are managed

1010
01:33:56,791 --> 01:33:58,000
I guess right well

1011
01:33:58,000 --> 01:33:59,958
You need to find out what the backup plan

1012
01:33:59,958 --> 01:34:01,416
is all the different resource the

1013
01:34:01,416 --> 01:34:04,083
different growers and what's cool is

1014
01:34:04,083 --> 01:34:05,625
these ingredients are mostly used

1015
01:34:05,625 --> 01:34:08,833
in supplements not used in alcohol

1016
01:34:09,500 --> 01:34:12,083
So they're used in natural medicine and

1017
01:34:12,083 --> 01:34:15,000
in supplements. So and they're used

1018
01:34:15,000 --> 01:34:17,416
they're grown and they're very successful

1019
01:34:18,458 --> 01:34:21,500
Being used in supplements. So they're

1020
01:34:21,500 --> 01:34:24,000
powders and so, you know,

1021
01:34:24,000 --> 01:34:26,583
we have a base spirit and

1022
01:34:26,583 --> 01:34:29,250
Then we it's distilled and it's filtered

1023
01:34:29,250 --> 01:34:30,958
it, you know, it's 18 times

1024
01:34:31,958 --> 01:34:35,791
Distilled 18 times and then so all the

1025
01:34:35,791 --> 01:34:37,000
impurities are out

1026
01:34:37,000 --> 01:34:39,833
literally and then we add these

1027
01:34:40,500 --> 01:34:43,666
Superfood botanicals in after it's been

1028
01:34:43,666 --> 01:34:45,458
distilled and they're never heated. They

1029
01:34:45,458 --> 01:34:47,125
don't go through distillation at all

1030
01:34:47,125 --> 01:34:49,916
They're just suspended in the liquid and

1031
01:34:49,916 --> 01:34:51,541
then they're filtered a little bit

1032
01:34:52,250 --> 01:34:54,083
Because they have to be you don't want

1033
01:34:54,083 --> 01:34:55,500
particles floating around right?

1034
01:34:55,708 --> 01:34:58,333
So there's a whole process but once we

1035
01:34:58,333 --> 01:35:00,458
understood how to do that, it's actually

1036
01:35:00,458 --> 01:35:03,208
very easy to make and and what's

1037
01:35:03,208 --> 01:35:05,208
wonderful is the companies that we work

1038
01:35:05,208 --> 01:35:07,000
with to get our ingredients are so

1039
01:35:07,000 --> 01:35:09,208
excited about what we're doing because

1040
01:35:09,208 --> 01:35:11,458
it's never been done this way before they

1041
01:35:11,458 --> 01:35:13,291
don't sell ingredients like that to

1042
01:35:13,291 --> 01:35:15,541
alcohol companies so we can

1043
01:35:15,541 --> 01:35:17,500
get whatever we need because

1044
01:35:18,166 --> 01:35:20,375
They're so excited even if we're just a

1045
01:35:20,375 --> 01:35:23,041
little company and like during Covid

1046
01:35:23,041 --> 01:35:24,666
elderberry extract was in

1047
01:35:24,666 --> 01:35:26,833
very short supply. Mm-hmm

1048
01:35:26,916 --> 01:35:28,791
Because everyone was taking it for their

1049
01:35:28,791 --> 01:35:30,833
immune system and you literally unless

1050
01:35:30,833 --> 01:35:31,708
you had a contract

1051
01:35:31,708 --> 01:35:32,791
with an elderberry company

1052
01:35:32,791 --> 01:35:34,750
You're not getting elderberry extract

1053
01:35:34,875 --> 01:35:36,833
But once they found out what we were

1054
01:35:36,833 --> 01:35:37,916
doing they were like you

1055
01:35:37,916 --> 01:35:38,833
could have whatever you want

1056
01:35:38,833 --> 01:35:40,166
We'll make sure you have it.

1057
01:35:40,166 --> 01:35:42,458
So that was amazing. I know

1058
01:35:42,500 --> 01:35:45,000
Yeah, it's gotta be exciting when you get

1059
01:35:45,000 --> 01:35:47,166
buy-in from everybody who

1060
01:35:47,166 --> 01:35:48,541
wants to help you succeed

1061
01:35:49,250 --> 01:35:50,500
Exactly, right because they could have

1062
01:35:50,500 --> 01:35:51,583
said no because I'm sure

1063
01:35:51,583 --> 01:35:53,166
they had other priorities

1064
01:35:53,166 --> 01:35:54,291
They could have said no whenever they

1065
01:35:54,291 --> 01:35:55,541
want, but they're like, no, we really

1066
01:35:55,541 --> 01:35:56,833
believe in this. This is yes

1067
01:35:56,833 --> 01:35:58,250
This is something that we think they can

1068
01:35:58,250 --> 01:35:59,833
really work. That's that's incredible

1069
01:36:00,916 --> 01:36:03,041
It is it's very it's very

1070
01:36:03,875 --> 01:36:06,916
Exciting because you get to learn one

1071
01:36:06,916 --> 01:36:08,500
thing that's so fascinating. There's so

1072
01:36:08,500 --> 01:36:10,291
many interesting people in

1073
01:36:11,125 --> 01:36:14,083
This whole soup that we have going. Yeah,

1074
01:36:14,083 --> 01:36:15,708
there's just a lot of really

1075
01:36:15,708 --> 01:36:17,500
interesting people that are so

1076
01:36:17,875 --> 01:36:20,375
Get behind you and that helps encourage

1077
01:36:20,375 --> 01:36:22,000
when the you know when times are, you

1078
01:36:22,000 --> 01:36:23,125
know, do they go and get stuff?

1079
01:36:23,666 --> 01:36:24,875
Yeah, well, it's so funny because you

1080
01:36:24,875 --> 01:36:25,666
mentioned at the beginning

1081
01:36:25,666 --> 01:36:27,166
It's like the best thing you can do is

1082
01:36:27,166 --> 01:36:28,416
tell people about your ideas

1083
01:36:28,416 --> 01:36:30,291
But I think a lot of entrepreneurs at the

1084
01:36:30,291 --> 01:36:31,416
beginning when they have an idea

1085
01:36:31,416 --> 01:36:33,125
They don't want to necessarily tell

1086
01:36:33,125 --> 01:36:34,500
everybody because they don't want to give

1087
01:36:34,500 --> 01:36:36,958
away their ideas for that person to turn

1088
01:36:36,958 --> 01:36:37,833
around and develop that

1089
01:36:37,875 --> 01:36:40,333
idea on their own here you are like no

1090
01:36:40,333 --> 01:36:42,333
tell people that you know that you need

1091
01:36:42,333 --> 01:36:43,875
that you will tell the world because

1092
01:36:43,875 --> 01:36:45,916
You never know who's gonna buy in who's

1093
01:36:45,916 --> 01:36:47,791
gonna help who's gonna prioritize right

1094
01:36:47,791 --> 01:36:49,333
you over other other priorities

1095
01:36:50,000 --> 01:36:52,208
That's a that's a very different way of

1096
01:36:52,208 --> 01:36:53,708
thinking when it comes to entrepreneurs

1097
01:36:54,333 --> 01:36:56,958
It is and it's a really important way of

1098
01:36:56,958 --> 01:36:59,375
thinking because you cannot do this

1099
01:36:59,375 --> 01:37:01,625
I mean you think of all the people that

1100
01:37:01,625 --> 01:37:03,583
have these great ideas and they never do

1101
01:37:03,583 --> 01:37:06,166
anything with the idea because you're

1102
01:37:06,166 --> 01:37:06,416
they

1103
01:37:08,166 --> 01:37:10,166
Either they're just they just don't

1104
01:37:10,166 --> 01:37:11,125
believe in themselves

1105
01:37:11,125 --> 01:37:12,125
that they could get it done

1106
01:37:12,125 --> 01:37:14,250
Which is why you have to talk to people

1107
01:37:14,250 --> 01:37:16,083
because yeah, you might have a great idea

1108
01:37:16,083 --> 01:37:18,208
You don't have the capability of doing it

1109
01:37:18,208 --> 01:37:19,708
or the money, right?

1110
01:37:19,708 --> 01:37:21,833
But then you've got so the investor side

1111
01:37:21,833 --> 01:37:23,666
you were asking me about that a little

1112
01:37:23,666 --> 01:37:24,541
bit and that you know

1113
01:37:24,541 --> 01:37:26,625
Now we're at the next phase where the

1114
01:37:26,625 --> 01:37:28,375
liquor business is very expensive

1115
01:37:28,375 --> 01:37:31,541
business to be in. Yes. I

1116
01:37:31,541 --> 01:37:32,416
had no idea

1117
01:37:33,166 --> 01:37:38,125
What makes it so is it is it the bringing

1118
01:37:38,125 --> 01:37:38,791
all the things

1119
01:37:38,791 --> 01:37:40,375
together to make the actual?

1120
01:37:41,041 --> 01:37:43,500
Alcohol or is it or the the the spirit or

1121
01:37:43,500 --> 01:37:46,291
is it more of the distribution and all

1122
01:37:46,291 --> 01:37:47,083
the things afterwards?

1123
01:37:47,916 --> 01:37:49,750
All the things afterwards. Yeah, it's

1124
01:37:49,750 --> 01:37:51,750
it's not inexpensive to make either

1125
01:37:52,291 --> 01:37:54,166
But in terms of the margins the margins

1126
01:37:54,166 --> 01:37:55,750
are there for it to be a

1127
01:37:55,750 --> 01:37:57,375
solid business if you get your

1128
01:37:57,375 --> 01:37:59,625
Economies of scale and you you work with

1129
01:37:59,625 --> 01:38:00,833
the right partners and you control your growth, right?

1130
01:38:01,000 --> 01:38:04,833
Because if you go too big too fast and

1131
01:38:04,833 --> 01:38:06,250
you don't have enough money for

1132
01:38:06,250 --> 01:38:08,375
distribution and your sales forces and

1133
01:38:08,375 --> 01:38:09,916
your marketing spend and

1134
01:38:09,916 --> 01:38:12,083
It's just expensive to get on a cocktail

1135
01:38:12,083 --> 01:38:14,583
menu in a bar. It's expensive to

1136
01:38:14,583 --> 01:38:16,833
Set up your distributor

1137
01:38:16,833 --> 01:38:19,541
Relationships where you have to help do

1138
01:38:19,541 --> 01:38:20,583
incentives for all the

1139
01:38:20,583 --> 01:38:23,083
salespeople. It's expensive for

1140
01:38:23,083 --> 01:38:26,000
Going into total wine and more and doing

1141
01:38:26,000 --> 01:38:27,916
all their consumer education classes and

1142
01:38:27,916 --> 01:38:28,208
tastings at every store, you know

1143
01:38:28,208 --> 01:38:31,916
It just adds up and then the digital

1144
01:38:31,916 --> 01:38:33,916
marketing and the advertising now we have

1145
01:38:33,916 --> 01:38:35,000
Woody Harrelson, you know,

1146
01:38:35,000 --> 01:38:36,500
we have all these beautiful

1147
01:38:36,500 --> 01:38:39,208
So there's just it depends on

1148
01:38:39,208 --> 01:38:42,291
What you want your business to be to be

1149
01:38:42,291 --> 01:38:43,625
you could be a little

1150
01:38:43,625 --> 01:38:45,916
Distillery, which is lovely a little

1151
01:38:45,916 --> 01:38:47,833
family business in Tennessee and have

1152
01:38:47,833 --> 01:38:50,041
your whatever and that's

1153
01:38:50,041 --> 01:38:52,041
great and just have a nice life

1154
01:38:53,166 --> 01:38:54,208
But that's not what we're doing. We are

1155
01:38:54,250 --> 01:38:58,875
We are our goal is to

1156
01:38:58,875 --> 01:39:02,541
educate and make a huge splash

1157
01:39:03,166 --> 01:39:05,500
Right to show people this is the next

1158
01:39:05,500 --> 01:39:08,625
best thing clueless consumption is over

1159
01:39:08,625 --> 01:39:10,875
You now have a choice of

1160
01:39:10,875 --> 01:39:12,166
what you put into your body

1161
01:39:12,833 --> 01:39:14,500
Yeah, you know you have a choice to give

1162
01:39:14,500 --> 01:39:16,583
a shit to and that's okay

1163
01:39:17,250 --> 01:39:19,250
100 percent I

1164
01:39:19,250 --> 01:39:19,958
completely agree. I love that

1165
01:39:20,041 --> 01:39:24,041
And you know you talk about things to do

1166
01:39:24,041 --> 01:39:26,083
like distribution and then getting into

1167
01:39:26,083 --> 01:39:27,000
you know, certain stores

1168
01:39:27,000 --> 01:39:28,583
doing test things and stuff

1169
01:39:28,583 --> 01:39:29,750
It gets expensive too

1170
01:39:30,250 --> 01:39:31,500
But there are certain things that you'd

1171
01:39:31,500 --> 01:39:32,791
like to do to help

1172
01:39:32,791 --> 01:39:34,458
develop the business even more

1173
01:39:35,041 --> 01:39:36,125
One of the big things that you've

1174
01:39:36,125 --> 01:39:37,791
recently gained was and we talked a

1175
01:39:37,791 --> 01:39:39,083
little bit about it was the you know

1176
01:39:39,083 --> 01:39:40,583
The b-corp status right

1177
01:39:40,583 --> 01:39:41,833
and being part of the b-corp

1178
01:39:41,833 --> 01:39:43,541
Can you talk a little bit about what

1179
01:39:43,541 --> 01:39:45,250
b-corp is for some of the audience people who don't know we've talked a little bit about it

1180
01:39:45,250 --> 01:39:49,458
on this on this on this podcast, but if

1181
01:39:49,458 --> 01:39:50,708
you can just kind of manage that and then

1182
01:39:50,708 --> 01:39:52,000
why it was important for

1183
01:39:52,000 --> 01:39:53,708
holistic experience to be on that

1184
01:39:54,375 --> 01:39:57,000
Yeah, so I mean b-corp is a platform

1185
01:39:57,000 --> 01:39:58,041
that

1186
01:39:58,291 --> 01:40:01,416
audits if you will and validates

1187
01:40:01,833 --> 01:40:03,291
businesses for their

1188
01:40:03,583 --> 01:40:05,000
practices around

1189
01:40:05,416 --> 01:40:07,583
Environmental their governance their

1190
01:40:07,583 --> 01:40:09,708
employee the way they treat employees

1191
01:40:09,708 --> 01:40:11,750
They're the way they treat their their

1192
01:40:11,750 --> 01:40:13,333
stakeholders and inform

1193
01:40:13,333 --> 01:40:14,500
stakeholders their suppliers

1194
01:40:15,500 --> 01:40:18,666
and so if you again, I think a really

1195
01:40:19,000 --> 01:40:21,125
Easier way for people to understand is to

1196
01:40:21,125 --> 01:40:23,083
read the book conscious capitalism. Okay,

1197
01:40:23,333 --> 01:40:24,333
then you'll really understand

1198
01:40:24,625 --> 01:40:26,833
Why a b-corp and there's a lot of

1199
01:40:26,833 --> 01:40:29,541
companies that act like a b-corp, but

1200
01:40:29,541 --> 01:40:31,125
they don't go through that process

1201
01:40:31,666 --> 01:40:33,958
It's really hard to do once you're

1202
01:40:33,958 --> 01:40:36,041
already in business because you have to

1203
01:40:36,041 --> 01:40:37,916
open up your entire financial

1204
01:40:38,208 --> 01:40:40,166
All your supplier contracts all your

1205
01:40:40,166 --> 01:40:42,250
distributor contracts where you're buying

1206
01:40:42,250 --> 01:40:43,041
all your materials

1207
01:40:43,041 --> 01:40:44,291
all your shipping costs

1208
01:40:44,833 --> 01:40:46,833
Everything you do all your materials your

1209
01:40:46,833 --> 01:40:48,916
bottling your boxes, you know

1210
01:40:49,333 --> 01:40:51,416
How much water how much energy your

1211
01:40:51,416 --> 01:40:53,041
distilleries are using? You

1212
01:40:53,041 --> 01:40:54,833
know how your what how much?

1213
01:40:55,708 --> 01:40:57,166
Leave you're giving to employees when

1214
01:40:57,166 --> 01:40:58,083
they have a child like

1215
01:40:58,708 --> 01:40:59,708
What kind of governance

1216
01:40:59,708 --> 01:41:00,750
you have on your board?

1217
01:41:01,000 --> 01:41:02,583
You know, what are your board policies

1218
01:41:02,583 --> 01:41:03,958
like everything about your

1219
01:41:03,958 --> 01:41:06,166
business has to be disclosed

1220
01:41:07,250 --> 01:41:09,166
In the way you're operating your business

1221
01:41:09,166 --> 01:41:10,791
and have somebody else look

1222
01:41:10,791 --> 01:41:12,208
at all of that and tell you

1223
01:41:13,166 --> 01:41:16,375
Basically whether you are on a path

1224
01:41:17,625 --> 01:41:19,041
to become a b-corp which

1225
01:41:19,041 --> 01:41:20,666
you have to get I think it's a

1226
01:41:21,000 --> 01:41:23,625
8 80 approval. I can't

1227
01:41:23,625 --> 01:41:25,416
remember exactly what the ratio is

1228
01:41:25,916 --> 01:41:29,083
Um, I think we got 82 percent and what's

1229
01:41:29,083 --> 01:41:31,416
the most important part of this for us

1230
01:41:31,416 --> 01:41:33,208
was we had our entire team

1231
01:41:33,500 --> 01:41:34,875
With our employees all

1232
01:41:34,875 --> 01:41:36,125
involved in the process

1233
01:41:36,791 --> 01:41:38,958
So there was so much work that had to be

1234
01:41:38,958 --> 01:41:40,375
done to provide documentation

1235
01:41:41,375 --> 01:41:43,833
And I wanted everyone on our team to

1236
01:41:43,833 --> 01:41:45,416
learn what those things

1237
01:41:45,416 --> 01:41:47,333
were and why we had to do them

1238
01:41:47,333 --> 01:41:48,666
Yeah, and and then

1239
01:41:48,666 --> 01:41:51,000
writing policies, you know

1240
01:41:51,000 --> 01:41:53,000
An employee handbook and having everyone

1241
01:41:53,000 --> 01:41:54,958
sign off on that like what

1242
01:41:54,958 --> 01:41:56,875
was the last job you ever had?

1243
01:41:56,875 --> 01:41:57,916
Okay, i've been in business

1244
01:41:58,333 --> 01:42:01,541
For like i'm 63 since i was 14 years old.

1245
01:42:01,541 --> 01:42:02,666
I can't remember

1246
01:42:02,666 --> 01:42:03,916
reading an employee handbook

1247
01:42:04,708 --> 01:42:05,000
Yeah

1248
01:42:05,458 --> 01:42:05,750
Okay

1249
01:42:05,791 --> 01:42:07,791
I don't know if you have first time I did

1250
01:42:07,791 --> 01:42:09,458
it was at the job i'm at right now and

1251
01:42:09,458 --> 01:42:10,583
that was like three months ago

1252
01:42:10,791 --> 01:42:12,250
Okay, you've been in business for a

1253
01:42:12,250 --> 01:42:15,041
while. Yeah, so like having these things

1254
01:42:15,041 --> 01:42:17,333
in place to get everyone on board

1255
01:42:17,666 --> 01:42:21,166
Yeah to get behind this movement around

1256
01:42:21,916 --> 01:42:23,791
If you're gonna do it, it's just like the

1257
01:42:23,791 --> 01:42:25,333
alcohol if you're gonna drink

1258
01:42:26,166 --> 01:42:27,583
Why not drink better if

1259
01:42:27,583 --> 01:42:28,750
you're gonna have a company?

1260
01:42:28,958 --> 01:42:30,583
Why not operate better

1261
01:42:30,583 --> 01:42:32,166
for everybody's benefit?

1262
01:42:32,708 --> 01:42:34,458
Not just us but everyone

1263
01:42:34,458 --> 01:42:36,166
in the world's benefit. Yeah

1264
01:42:37,041 --> 01:42:38,708
And that's really what b lab is

1265
01:42:39,208 --> 01:42:41,250
100 and I think what's what's interesting

1266
01:42:41,250 --> 01:42:43,041
about that is when you have a company

1267
01:42:43,041 --> 01:42:44,500
where you're treating people well

1268
01:42:45,291 --> 01:42:47,125
Like the staff you're treating the

1269
01:42:47,125 --> 01:42:48,625
stakeholders. You're treating the

1270
01:42:48,625 --> 01:42:50,208
environment. You have an impact

1271
01:42:50,208 --> 01:42:52,375
You have a mission that goes beyond just

1272
01:42:52,375 --> 01:42:55,000
profit and you care about the planet you

1273
01:42:55,000 --> 01:42:56,083
care about what's in

1274
01:42:56,083 --> 01:42:57,583
what's in your your product?

1275
01:42:58,541 --> 01:43:01,125
It makes it you make almost a stronger

1276
01:43:01,125 --> 01:43:02,458
you not almost you do

1277
01:43:02,458 --> 01:43:03,541
make a stronger company

1278
01:43:04,083 --> 01:43:06,041
Because you get people who work for you

1279
01:43:06,041 --> 01:43:07,083
who work for the

1280
01:43:07,083 --> 01:43:09,583
company who love it, right?

1281
01:43:09,583 --> 01:43:11,000
Who come in every day being

1282
01:43:11,000 --> 01:43:12,666
passionate because they know

1283
01:43:13,291 --> 01:43:13,791
that

1284
01:43:15,000 --> 01:43:16,750
You know, they're doing good and they're

1285
01:43:16,750 --> 01:43:18,333
doing good work. They're taking care of

1286
01:43:18,333 --> 01:43:19,125
their customers. They're

1287
01:43:19,125 --> 01:43:20,291
taking care of each other

1288
01:43:20,416 --> 01:43:23,166
They're being taken care of that helps in

1289
01:43:23,166 --> 01:43:24,250
every aspect the

1290
01:43:24,250 --> 01:43:25,500
environment's being taken care of

1291
01:43:25,916 --> 01:43:27,958
And I and I think like someone who's an

1292
01:43:27,958 --> 01:43:28,791
employee at a different

1293
01:43:28,791 --> 01:43:29,916
company is you're like, okay

1294
01:43:30,083 --> 01:43:31,958
Like yeah, I get this like this seems

1295
01:43:31,958 --> 01:43:33,583
like a really good plan

1296
01:43:33,750 --> 01:43:35,583
And and I can you know, I can see myself

1297
01:43:35,583 --> 01:43:37,000
being here for a long time

1298
01:43:37,000 --> 01:43:38,208
because they actually care

1299
01:43:38,708 --> 01:43:41,500
For the people in all aspects of of the

1300
01:43:41,500 --> 01:43:42,416
company. I think that's

1301
01:43:42,416 --> 01:43:43,916
really important to drive

1302
01:43:44,166 --> 01:43:46,083
Absolutely and to attract talent

1303
01:43:46,541 --> 01:43:48,666
Yeah, it creates so much value

1304
01:43:49,500 --> 01:43:51,541
In the sense of the kind of people that

1305
01:43:51,541 --> 01:43:53,833
you actually really want to that truly

1306
01:43:53,833 --> 01:43:55,833
have their heart and soul in that

1307
01:43:56,708 --> 01:43:57,083
movement

1308
01:43:57,583 --> 01:43:58,375
absolutely that you

1309
01:43:58,375 --> 01:44:00,333
can bring on board and

1310
01:44:01,458 --> 01:44:03,166
That part to me is just absolutely

1311
01:44:03,166 --> 01:44:06,208
priceless and you're right like 10 times

1312
01:44:06,708 --> 01:44:08,958
Success if you read that's why I want

1313
01:44:08,958 --> 01:44:09,500
everyone to read

1314
01:44:09,500 --> 01:44:11,208
conscious confidence. Yes

1315
01:44:12,250 --> 01:44:13,500
if you truly

1316
01:44:14,083 --> 01:44:15,416
implement these measures

1317
01:44:16,750 --> 01:44:18,041
Even if you only did like

1318
01:44:18,041 --> 01:44:19,625
60 percent of it, right?

1319
01:44:19,958 --> 01:44:22,750
Right your success level is so much

1320
01:44:22,750 --> 01:44:24,416
greater with these principles

1321
01:44:24,958 --> 01:44:27,625
And so from it just in general like if

1322
01:44:27,625 --> 01:44:29,333
you're going to work why again?

1323
01:44:29,666 --> 01:44:32,416
Why not have the odds in your favor?

1324
01:44:32,916 --> 01:44:35,625
When you are bringing all of these things

1325
01:44:35,625 --> 01:44:37,791
to the table where that do you do have

1326
01:44:37,791 --> 01:44:38,750
that skin in the game?

1327
01:44:38,750 --> 01:44:40,708
You have that mindset where the people

1328
01:44:40,708 --> 01:44:41,416
that come to work

1329
01:44:41,416 --> 01:44:42,583
every day are so passionate

1330
01:44:43,583 --> 01:44:46,333
about it and that they really truly care

1331
01:44:46,333 --> 01:44:47,875
and you just create a

1332
01:44:47,875 --> 01:44:49,250
movement and that's one of our

1333
01:44:49,375 --> 01:44:51,000
You know, it's not a drink. It's a

1334
01:44:51,000 --> 01:44:52,541
movement. That's what holistic spirits

1335
01:44:52,541 --> 01:44:54,166
company is. I like that

1336
01:44:54,500 --> 01:44:55,666
I like that. It's not just drink. It's a

1337
01:44:55,666 --> 01:44:57,458
movement. I think that's that's important

1338
01:44:57,458 --> 01:44:59,166
because we need more companies

1339
01:44:59,583 --> 01:44:59,916
like

1340
01:45:00,583 --> 01:45:01,458
we're in a very interesting

1341
01:45:01,458 --> 01:45:04,375
time in our in in the world and

1342
01:45:04,500 --> 01:45:06,500
We're at a point where you know companies

1343
01:45:06,500 --> 01:45:08,541
can be very detrimental to society and

1344
01:45:08,541 --> 01:45:09,458
companies can be very

1345
01:45:09,458 --> 01:45:10,791
good for society and I think

1346
01:45:11,375 --> 01:45:13,000
supporting companies that are very good

1347
01:45:13,000 --> 01:45:16,041
society becomes we we will have a better

1348
01:45:16,041 --> 01:45:18,375
society by doing that in all

1349
01:45:18,625 --> 01:45:21,333
aspects of of life and and doesn't matter

1350
01:45:21,333 --> 01:45:23,333
the product that they sell because we

1351
01:45:23,333 --> 01:45:24,666
know that there it's a benefit

1352
01:45:25,041 --> 01:45:27,333
Then we can we can work with that and and

1353
01:45:27,333 --> 01:45:29,250
I think people as just regular citizens

1354
01:45:29,250 --> 01:45:30,666
will be like this is what we need

1355
01:45:30,666 --> 01:45:31,666
We need people to help

1356
01:45:31,666 --> 01:45:33,500
out. We need people to care

1357
01:45:33,833 --> 01:45:35,666
Again and not just have profit but have

1358
01:45:35,666 --> 01:45:37,000
impact have purpose in life

1359
01:45:37,041 --> 01:45:38,958
And I think that's what the b-labs and

1360
01:45:38,958 --> 01:45:41,500
the b-corps do on a regular basis. It's

1361
01:45:41,500 --> 01:45:42,583
in the mandate, right?

1362
01:45:42,583 --> 01:45:44,125
It's in it's in the audit

1363
01:45:44,125 --> 01:45:45,791
is to how much do you care?

1364
01:45:45,791 --> 01:45:47,583
How much are you willing to go above and

1365
01:45:47,583 --> 01:45:48,958
beyond what you are

1366
01:45:48,958 --> 01:45:50,625
you are required to do

1367
01:45:51,000 --> 01:45:53,458
To make a better world for everybody, you

1368
01:45:53,458 --> 01:45:54,833
know, not just the people in your circles

1369
01:45:54,833 --> 01:45:56,916
And I think that's that's really great

1370
01:45:56,916 --> 01:45:58,375
now. I have to know this is something

1371
01:45:58,375 --> 01:45:59,375
that's not easy to get

1372
01:45:59,750 --> 01:46:01,458
You know to get a b-corp status

1373
01:46:01,916 --> 01:46:04,625
When you received it or first when did

1374
01:46:04,625 --> 01:46:05,541
you receive it and how did

1375
01:46:05,541 --> 01:46:06,875
you feel when you received it?

1376
01:46:07,250 --> 01:46:10,333
We received it in november. Okay, and so

1377
01:46:10,333 --> 01:46:12,250
we kind of been holding off as we did our

1378
01:46:12,250 --> 01:46:13,958
press release in january

1379
01:46:14,083 --> 01:46:17,000
Yes, um, oh my gosh, we were we

1380
01:46:19,125 --> 01:46:20,875
I mean it's right now i'm sitting here

1381
01:46:20,875 --> 01:46:22,125
going we haven't even had a proper

1382
01:46:22,125 --> 01:46:23,166
celebration with our

1383
01:46:23,166 --> 01:46:24,250
team. We need to do something

1384
01:46:25,041 --> 01:46:26,833
Um, so i'm really glad that you're

1385
01:46:26,833 --> 01:46:28,083
talking about this right now because I

1386
01:46:28,083 --> 01:46:29,125
haven't done anything yet

1387
01:46:29,250 --> 01:46:30,375
Except say oh my gosh,

1388
01:46:30,375 --> 01:46:32,041
you guys got it. Yeah

1389
01:46:32,416 --> 01:46:32,833
um

1390
01:46:33,291 --> 01:46:33,583
we

1391
01:46:34,916 --> 01:46:37,166
We kind of knew we were going to get it

1392
01:46:37,166 --> 01:46:38,875
because we worked so hard

1393
01:46:39,125 --> 01:46:40,958
We hired a couple people to

1394
01:46:40,958 --> 01:46:43,166
help us go through the process

1395
01:46:44,000 --> 01:46:46,291
Again, why not work with people that

1396
01:46:46,291 --> 01:46:47,208
already know how to do

1397
01:46:47,208 --> 01:46:48,541
this and go. Okay guys

1398
01:46:48,541 --> 01:46:49,750
Here's what you're going to have to do

1399
01:46:49,750 --> 01:46:51,666
instead of just going. Oh, you know

1400
01:46:51,666 --> 01:46:53,583
We wanted to make sure we nailed it

1401
01:46:53,833 --> 01:46:56,291
So we really we did hire some people that

1402
01:46:56,291 --> 01:46:57,208
helped us but we had to

1403
01:46:57,208 --> 01:46:57,958
go through the process

1404
01:46:57,958 --> 01:46:59,625
They didn't do it for us. They just told

1405
01:46:59,625 --> 01:47:00,833
us this is what you're going to need

1406
01:47:01,125 --> 01:47:02,208
you know, um

1407
01:47:02,791 --> 01:47:05,208
And they helped us and we these were

1408
01:47:05,208 --> 01:47:07,000
people that I had already known from

1409
01:47:07,500 --> 01:47:09,291
different incubator, um

1410
01:47:10,000 --> 01:47:12,041
You know sustainability incubators we've

1411
01:47:12,041 --> 01:47:13,333
supported and things like that

1412
01:47:13,333 --> 01:47:15,916
We've always been a supporter in my other

1413
01:47:15,916 --> 01:47:17,833
industry too of like sponsoring things

1414
01:47:17,833 --> 01:47:19,958
and even when I was a financial advisor

1415
01:47:20,000 --> 01:47:21,958
Where things around sustainability and

1416
01:47:21,958 --> 01:47:23,500
things like and supporting entrepreneurs

1417
01:47:23,500 --> 01:47:25,166
that are doing really cool things

1418
01:47:25,500 --> 01:47:28,583
Yeah with sustainability. So yeah, so

1419
01:47:28,583 --> 01:47:29,750
excited and so proud.

1420
01:47:29,750 --> 01:47:30,708
We're also working on

1421
01:47:31,458 --> 01:47:33,125
Another certification called the

1422
01:47:33,125 --> 01:47:35,291
butterfly mark, which is called positive

1423
01:47:35,291 --> 01:47:38,333
luxury, which is for very

1424
01:47:39,458 --> 01:47:41,000
I'm going to say it's more in the luxury

1425
01:47:41,000 --> 01:47:43,750
brand space. Yeah, it's a european

1426
01:47:44,416 --> 01:47:48,291
Mark, okay that is even harder to get

1427
01:47:48,291 --> 01:47:51,625
So we are we are working on that most of

1428
01:47:51,625 --> 01:47:54,041
the b-labs believe it or not b-corps

1429
01:47:55,041 --> 01:47:57,041
There's more european companies that are

1430
01:47:57,041 --> 01:47:59,166
b-corps than right then american

1431
01:47:59,166 --> 01:48:00,000
companies and the same

1432
01:48:00,000 --> 01:48:01,375
thing with the positive luxury

1433
01:48:01,583 --> 01:48:03,958
So we're still working through that and

1434
01:48:03,958 --> 01:48:05,333
we really want to have that

1435
01:48:05,333 --> 01:48:06,833
as well. And honestly like

1436
01:48:07,708 --> 01:48:09,916
This is really good for our marketing

1437
01:48:09,916 --> 01:48:12,541
efforts to do that extra thing and do

1438
01:48:12,541 --> 01:48:14,416
that. Yeah, we believe that our brand

1439
01:48:15,125 --> 01:48:18,333
Is a global brand and the world should

1440
01:48:18,333 --> 01:48:19,458
know about holistic

1441
01:48:19,458 --> 01:48:21,750
spirits and a better way to drink

1442
01:48:22,333 --> 01:48:24,375
And so we're just setting up the stage

1443
01:48:24,375 --> 01:48:26,666
We're just putting all the you know, the

1444
01:48:26,666 --> 01:48:28,708
backdrops and the curtains and you know

1445
01:48:28,708 --> 01:48:31,208
all the things for the play to start

1446
01:48:31,875 --> 01:48:33,458
Basically and a lot of

1447
01:48:33,458 --> 01:48:35,000
people would say well

1448
01:48:35,000 --> 01:48:36,750
That's just doesn't seem like a very good

1449
01:48:36,750 --> 01:48:37,958
way to spend money and I

1450
01:48:37,958 --> 01:48:39,000
don't really care what they say

1451
01:48:39,458 --> 01:48:40,875
because that's what

1452
01:48:41,500 --> 01:48:43,125
I see this movie the

1453
01:48:43,125 --> 01:48:44,916
stage getting ready for

1454
01:48:45,500 --> 01:48:46,583
the big you know

1455
01:48:47,208 --> 01:48:49,625
Performance and what's so exciting is

1456
01:48:49,625 --> 01:48:51,458
that the spirits industry also?

1457
01:48:52,000 --> 01:48:54,291
Is recognizing the distributors because

1458
01:48:54,291 --> 01:48:55,500
we've had a hard time getting a

1459
01:48:55,500 --> 01:48:57,500
distributor for our weird brand

1460
01:48:58,166 --> 01:48:59,708
Right, even with woody harrelson. It's

1461
01:48:59,708 --> 01:49:02,291
not a slam dunk not even right andrew. I

1462
01:49:02,291 --> 01:49:04,000
mean there's 68 000 brands

1463
01:49:04,000 --> 01:49:05,333
It's crazy so much.

1464
01:49:05,541 --> 01:49:07,500
So it's just insane. So

1465
01:49:08,333 --> 01:49:10,041
All these things have helped us. We just

1466
01:49:10,041 --> 01:49:12,500
finally signed with southern glazer wine

1467
01:49:12,500 --> 01:49:14,541
and spirits and that's the number one

1468
01:49:14,541 --> 01:49:15,333
distributor in the united

1469
01:49:15,458 --> 01:49:16,166
States, so

1470
01:49:16,625 --> 01:49:19,083
They didn't pick up very many brands.

1471
01:49:19,416 --> 01:49:23,000
They had they they vetted like 750 brands

1472
01:49:23,000 --> 01:49:24,541
last year and I think they picked four

1473
01:49:25,208 --> 01:49:27,125
Wow, so we're

1474
01:49:27,333 --> 01:49:28,666
Because of these things

1475
01:49:29,125 --> 01:49:31,375
We know the data is there and you should

1476
01:49:31,375 --> 01:49:32,291
be excited your

1477
01:49:32,291 --> 01:49:33,750
listeners should be excited too

1478
01:49:34,166 --> 01:49:35,000
That this next

1479
01:49:35,000 --> 01:49:37,083
generation of kids and people

1480
01:49:37,750 --> 01:49:39,416
That want stuff care

1481
01:49:39,416 --> 01:49:40,583
about this kind of stuff

1482
01:49:41,000 --> 01:49:42,125
And so, you know,

1483
01:49:42,125 --> 01:49:43,250
where is the market going?

1484
01:49:43,291 --> 01:49:47,250
Then it's going towards better better way

1485
01:49:47,250 --> 01:49:48,500
to live better way to

1486
01:49:48,500 --> 01:49:50,583
experience life better way to

1487
01:49:50,875 --> 01:49:53,166
Be a human and care about stuff and not

1488
01:49:53,166 --> 01:49:55,791
just just be clueless, you know

1489
01:49:56,500 --> 01:49:58,250
So i'm really proud of that

1490
01:49:58,250 --> 01:49:59,583
and now we have to get to work

1491
01:49:59,583 --> 01:50:01,208
We're launching the market in california

1492
01:50:01,208 --> 01:50:03,833
and that's really where you know, we

1493
01:50:03,833 --> 01:50:04,916
should shine. That's

1494
01:50:04,916 --> 01:50:06,000
our market california

1495
01:50:06,000 --> 01:50:07,583
I mean if we don't make it california

1496
01:50:07,583 --> 01:50:09,500
with holistic spirits, I mean forget it

1497
01:50:09,583 --> 01:50:11,208
We're gonna have to go to like, you know,

1498
01:50:11,625 --> 01:50:13,583
I don't know minnesota or something. Yeah

1499
01:50:13,583 --> 01:50:17,958
You know a little town in minnesota with

1500
01:50:17,958 --> 01:50:18,833
all the crunchy people

1501
01:50:19,291 --> 01:50:21,958
Yeah, yeah. Yeah, no, I get it. I if you

1502
01:50:21,958 --> 01:50:23,458
can come up to canada there's you

1503
01:50:23,833 --> 01:50:25,166
BC crowd and let

1504
01:50:25,166 --> 01:50:27,208
everything in the ontario crowd

1505
01:50:27,208 --> 01:50:29,041
I mean, you know you you're familiar with

1506
01:50:29,041 --> 01:50:30,500
the ontario the ontario

1507
01:50:31,125 --> 01:50:34,166
It's very down to it is type of stuff and

1508
01:50:34,166 --> 01:50:35,791
and I think it's I think it's important

1509
01:50:35,791 --> 01:50:36,625
going back to the year

1510
01:50:36,666 --> 01:50:38,875
Are you are you allowed to sell in europe

1511
01:50:38,875 --> 01:50:40,541
then? Is that is that a market for you

1512
01:50:40,541 --> 01:50:41,583
since you're trying to get that?

1513
01:50:41,875 --> 01:50:43,333
Okay, not yet. We we have a

1514
01:50:43,333 --> 01:50:44,750
lot of interest over there

1515
01:50:44,750 --> 01:50:46,625
And again, it's just taking those baby

1516
01:50:46,625 --> 01:50:48,333
steps to yeah, we have to

1517
01:50:48,333 --> 01:50:50,083
we if we can get california

1518
01:50:50,875 --> 01:50:52,541
We're we are in different states. We're

1519
01:50:52,541 --> 01:50:54,583
in utah, which is doing extremely well

1520
01:50:54,583 --> 01:50:55,583
there. We're in new york

1521
01:50:55,833 --> 01:50:56,500
You know, we've got some

1522
01:50:56,500 --> 01:50:58,083
markets on the east coast florida

1523
01:50:58,708 --> 01:50:59,833
but we're slowly

1524
01:51:00,500 --> 01:51:02,666
Controlling the growth so we don't yeah

1525
01:51:02,666 --> 01:51:04,125
grow too fast, of course

1526
01:51:04,625 --> 01:51:08,083
Um, but europe is going to be so exciting

1527
01:51:08,083 --> 01:51:09,625
to do business over there and we're

1528
01:51:09,625 --> 01:51:10,958
looking forward to and china

1529
01:51:11,291 --> 01:51:12,250
China wants us

1530
01:51:12,250 --> 01:51:14,375
already really it's got yes

1531
01:51:15,083 --> 01:51:15,791
shanghai

1532
01:51:16,541 --> 01:51:18,166
An importer in shanghai

1533
01:51:18,166 --> 01:51:22,541
Okay There you go. I'm like I got we got all

1534
01:51:22,541 --> 01:51:24,291
these like little carrots these little

1535
01:51:24,291 --> 01:51:25,750
shiny outfits. I'm like no

1536
01:51:26,166 --> 01:51:28,000
No, no, you gotta you gotta hold be

1537
01:51:28,000 --> 01:51:30,166
patient and and it'll get there

1538
01:51:30,166 --> 01:51:31,875
Yeah, well, I think it's interesting too

1539
01:51:31,875 --> 01:51:33,291
because like from the european standpoint

1540
01:51:33,833 --> 01:51:36,166
their standards for

1541
01:51:36,541 --> 01:51:37,000
health

1542
01:51:37,500 --> 01:51:40,250
And wellness just in the regular brands

1543
01:51:40,250 --> 01:51:42,625
is very strict compared to north american

1544
01:51:42,625 --> 01:51:44,000
standards. Am I correct? It is

1545
01:51:44,416 --> 01:51:45,750
Yeah, it's a very difficult

1546
01:51:46,166 --> 01:51:47,750
Yeah, so when it's the north american

1547
01:51:47,750 --> 01:51:48,666
brand trying to break

1548
01:51:48,666 --> 01:51:49,833
into the european brand

1549
01:51:49,916 --> 01:51:50,875
I see what you mean

1550
01:51:50,875 --> 01:51:53,000
where or the european markets

1551
01:51:53,291 --> 01:51:54,208
I could see what you mean

1552
01:51:54,208 --> 01:51:55,541
by it becomes more strict

1553
01:51:55,541 --> 01:51:57,541
So you have to do a little bit more work

1554
01:51:57,541 --> 01:51:59,041
in prep not that the the

1555
01:51:59,041 --> 01:52:00,041
system that you have to change

1556
01:52:00,083 --> 01:52:01,625
But you just have to work a little bit

1557
01:52:01,625 --> 01:52:03,333
harder for or a little bit more for prep

1558
01:52:04,000 --> 01:52:06,125
It's expensive taxes and all different

1559
01:52:06,125 --> 01:52:07,125
tariffs, of course, you

1560
01:52:07,125 --> 01:52:08,291
know, the 80s and stuff

1561
01:52:08,625 --> 01:52:11,750
Exactly, but you know and the overall

1562
01:52:11,750 --> 01:52:13,416
though drinking is down, you

1563
01:52:13,416 --> 01:52:14,916
know, it just is everywhere

1564
01:52:15,583 --> 01:52:17,833
And there's a number of reasons for it

1565
01:52:18,791 --> 01:52:20,708
The economies throughout the world

1566
01:52:21,666 --> 01:52:23,833
Covid changed people's patterns. They

1567
01:52:23,833 --> 01:52:25,500
don't go out as much not for sure, you

1568
01:52:25,500 --> 01:52:26,500
know drinking having

1569
01:52:26,500 --> 01:52:28,541
enjoying things at home a little bit

1570
01:52:28,958 --> 01:52:29,708
and honestly

1571
01:52:30,416 --> 01:52:33,083
In the united states this glp one like

1572
01:52:33,083 --> 01:52:35,000
people taking these ozepic

1573
01:52:35,250 --> 01:52:37,791
Um glp one activators is really causing

1574
01:52:37,791 --> 01:52:38,666
people not to crave

1575
01:52:38,666 --> 01:52:40,416
alcohol. It's very interesting

1576
01:52:40,958 --> 01:52:43,083
Interesting. Oh, it's really it's this

1577
01:52:43,083 --> 01:52:44,791
epic is really changing the game and I

1578
01:52:44,791 --> 01:52:45,875
don't know if it's good or bad

1579
01:52:45,916 --> 01:52:47,916
But no, this is real people are not

1580
01:52:47,916 --> 01:52:50,500
craving it going home and having that too

1581
01:52:50,708 --> 01:52:52,708
Maybe they'll have a half a glass or so.

1582
01:52:52,708 --> 01:52:53,500
That's one thing and

1583
01:52:53,500 --> 01:52:54,333
then the younger kids

1584
01:52:54,708 --> 01:52:56,791
Are choosing to not drink as much because

1585
01:52:56,791 --> 01:52:58,875
they're learning more, you know about the

1586
01:52:58,875 --> 01:53:00,250
dangers and maybe they

1587
01:53:00,250 --> 01:53:01,291
have different alternatives

1588
01:53:01,458 --> 01:53:02,458
You know, yeah than

1589
01:53:02,458 --> 01:53:04,291
we had back in the day

1590
01:53:04,958 --> 01:53:06,125
That's right

1591
01:53:06,791 --> 01:53:07,666
There's a few i'm sure

1592
01:53:07,666 --> 01:53:08,625
we're thinking of that

1593
01:53:08,625 --> 01:53:10,958
Uh, yeah become a lot more apparent than

1594
01:53:10,958 --> 01:53:13,041
yes here in canada and i'm sure in

1595
01:53:13,041 --> 01:53:15,625
california and in different states, but

1596
01:53:15,833 --> 01:53:17,166
Totally. Yeah. I mean

1597
01:53:17,166 --> 01:53:18,208
this is this is great

1598
01:53:18,208 --> 01:53:20,333
It's been so fun to have to

1599
01:53:20,333 --> 01:53:21,958
have you on and learn about

1600
01:53:22,625 --> 01:53:25,666
the sustainability part of the alcohol

1601
01:53:25,666 --> 01:53:27,458
business, you know, and and not only

1602
01:53:27,458 --> 01:53:28,916
making it healthy but making it

1603
01:53:28,916 --> 01:53:30,875
sustainable and using natural ingredients

1604
01:53:30,875 --> 01:53:32,000
and organic ingredients

1605
01:53:32,000 --> 01:53:33,375
ingredients and then just

1606
01:53:34,083 --> 01:53:36,166
really disrupting a market that

1607
01:53:37,166 --> 01:53:39,041
People really didn't think about you know

1608
01:53:39,041 --> 01:53:40,250
when they had alcohol

1609
01:53:40,250 --> 01:53:41,583
I think it's I think it's really

1610
01:53:41,583 --> 01:53:43,375
important and and the collaborations

1611
01:53:43,375 --> 01:53:45,833
you've made and the the the uh, the

1612
01:53:45,833 --> 01:53:46,791
research that you've done

1613
01:53:46,791 --> 01:53:49,583
With a number of different experts around

1614
01:53:49,583 --> 01:53:51,208
the world and being able to pull in

1615
01:53:51,208 --> 01:53:51,958
different ingredients

1616
01:53:52,000 --> 01:53:54,500
That's that's phenomenal to be able to to

1617
01:53:54,500 --> 01:53:55,916
do and in this space

1618
01:53:55,916 --> 01:53:57,250
as competitive as it is

1619
01:53:57,458 --> 01:53:59,791
I i'm looking forward to being able to

1620
01:53:59,791 --> 01:54:01,958
taste it one day and oh good. Well, get

1621
01:54:01,958 --> 01:54:03,083
send me your address

1622
01:54:03,125 --> 01:54:04,875
I'll send you some absolutely.

1623
01:54:05,291 --> 01:54:06,416
Absolutely. I would love to

1624
01:54:06,625 --> 01:54:08,000
Um, but I was amy. I

1625
01:54:08,000 --> 01:54:08,791
want to thank you so much

1626
01:54:08,791 --> 01:54:09,708
I'd love to have you back

1627
01:54:09,708 --> 01:54:11,291
on to to find out, you know

1628
01:54:11,291 --> 01:54:14,125
What you're up to in in a few months or

1629
01:54:14,125 --> 01:54:15,666
within the next year to just be like, hey

1630
01:54:15,750 --> 01:54:17,875
Let's see what what she's up to and and

1631
01:54:17,875 --> 01:54:19,500
where this brand is going and what other

1632
01:54:19,500 --> 01:54:20,708
feats you've been able to accomplish

1633
01:54:20,708 --> 01:54:22,416
But I know you've put in so much work

1634
01:54:22,708 --> 01:54:24,625
Uh, and I really do appreciate it from

1635
01:54:24,625 --> 01:54:26,500
from your this is a message from your

1636
01:54:26,500 --> 01:54:28,416
consumers and and your customers

1637
01:54:28,625 --> 01:54:30,208
To being able like this is awesome and

1638
01:54:30,208 --> 01:54:31,958
i'm looking forward to being able to try

1639
01:54:31,958 --> 01:54:33,625
it and uh and share it

1640
01:54:33,625 --> 01:54:34,666
with with my listeners

1641
01:54:35,458 --> 01:54:37,208
Awesome. Thank you so much. Andrew and

1642
01:54:37,208 --> 01:54:38,625
thank you for all the work you're doing

1643
01:54:38,625 --> 01:54:40,958
It's just it was so great watching i'm in

1644
01:54:40,958 --> 01:54:41,833
mexico seeing the

1645
01:54:41,833 --> 01:54:42,875
whales and thinking about

1646
01:54:43,291 --> 01:54:44,916
You know all the work you're doing to

1647
01:54:44,916 --> 01:54:46,625
protect the ocean and it is just

1648
01:54:46,625 --> 01:54:48,375
extraordinary needs to

1649
01:54:48,375 --> 01:54:49,375
be done. So, thank you

1650
01:54:49,791 --> 01:54:51,416
I appreciate that. Thank you so much