Latest / QUESTION EVERYTHING / How 21Seeds Became the It-Girl Tequila—And Changed An Entire Industry: The 21Seeds Story (Kat Hantas + Sarika Singh)

Transcript

How 21Seeds Became the It-Girl Tequila—And Changed An Entire Industry: The 21Seeds Story (Kat Hantas + Sarika Singh) · QUESTION EVERYTHING

• 0:01
  Speaker 1: No one has all the answers, but when we ask
• 0:04
  Speaker 1: the right questions, we get a little closer, closer to truths,
• 0:10
  Speaker 1: closer to each other, even closer to ourselves. I'm journalist
• 0:15
  Speaker 1: Danielle Robe, and each week, my guests and I come
• 0:17
  Speaker 1: together to challenge the status quo and our own ways
• 0:21
  Speaker 1: of thinking by daring to ask what if, why not?
• 0:26
  Speaker 1: And who says?
• 0:29
  Speaker 2: So?
• 0:29
  Speaker 1: Come curious, dig deep, and join the conversation. It's time
• 0:34
  Speaker 1: to question everything. Okay, picture this. It's a casual night
• 0:42
  Speaker 1: in and Cat Hauntis is standing in her kitchen. She's
• 0:45
  Speaker 1: pouring tequila into a brit of filter. No, she's not
• 0:49
  Speaker 1: trying to purify it, she's infusing it. She wanted something
• 0:54
  Speaker 1: smooth and easy to drink, kind of like a glass
• 0:57
  Speaker 1: of wine. But as she looked around the tequila isle,
• 1:00
  Speaker 1: nothing looked or felt like it was made for her.
• 1:03
  Speaker 1: That kitchen experiment it turned into twenty one Seeds, a
• 1:08
  Speaker 1: brand that shook up the liquor industry and just two
• 1:12
  Speaker 1: or three years later, became the largest alcohol acquisition by
• 1:16
  Speaker 1: a female founder at the time.
• 1:19
  Speaker 3: We really we did not invent flavored tequila, but we
• 1:22
  Speaker 3: did perfect it. Like we really did there's no smoother
• 1:24
  Speaker 3: tequila on the market, by the way, than twenty one
• 1:26
  Speaker 3: seeds like period, full stop period.
• 1:29
  Speaker 1: Okay, but here's the plot twist. Kat wasn't a liquor mogul.
• 1:33
  Speaker 1: She was not a master distiller. She was a stay
• 1:36
  Speaker 1: at home mom and a tequila lover who called her
• 1:39
  Speaker 1: sister Nicola Manuel and one of their good friends, sarah
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  Speaker 1: Ka Singh, and said I think we should start a company,
• 1:46
  Speaker 1: and just like that, two sisters and one friend, twenty
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  Speaker 1: one Seeds was born. I don't know if you know this,
• 1:57
  Speaker 1: but the beverage industry and specific spirits is so male dominated,
• 2:04
  Speaker 1: from the fields of Halisco to the boardrooms of distributors.
• 2:08
  Speaker 1: It's a world where George Clooney and the rock launch
• 2:11
  Speaker 1: brands and get all the headlines. So when three moms
• 2:14
  Speaker 1: walked in saying, hey, tequila doesn't really have to be harsh,
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  Speaker 1: it can be fresh and light and infused, they were
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  Speaker 1: met with a little skepticism.
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  Speaker 3: We were in this distributor meeting and we kept saying
• 2:25
  Speaker 3: we want to show up during Gallantine's day. It was
• 2:28
  Speaker 3: a room full of guys, because the distributor level is
• 2:31
  Speaker 3: mostly men. And he stopped us and He's like, I
• 2:35
  Speaker 3: think you're not pronouncing that word right.
• 2:37
  Speaker 2: It's like Valentine's Day. Yeah, And we were like, do
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  Speaker 2: you have a daughter?
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  Speaker 1: But instead of backing down, they used everything in their
• 2:45
  Speaker 1: arsenal to their advantage.
• 2:48
  Speaker 2: We were three moms who were drinking tequila in the
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  Speaker 2: kitchen and infusing it with fruit, and you know at
• 2:54
  Speaker 2: cookbook Club and there are a lot of people like us,
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  Speaker 2: and the way that we did everything from the liquid
• 3:01
  Speaker 2: to the branding, was an opportunity for these distributors and
• 3:06
  Speaker 2: stores to appeal to another audience.
• 3:09
  Speaker 1: Both Sarka and Katz said that moms make the best entrepreneurs.
• 3:14
  Speaker 1: Think about it. They're masters of multitasking. They thrive under pressure,
• 3:19
  Speaker 1: and they solve like five hundred problems before breakfast. And
• 3:23
  Speaker 1: once they figured it out, it took off. Celebrities started
• 3:27
  Speaker 1: sipping twenty one Seeds. I'm talking Jessica Alba, Katie Curic,
• 3:31
  Speaker 1: and Oprah who's known for loving infused tequila. They were
• 3:35
  Speaker 1: drinking twenty one seeds and they found it organically. The
• 3:39
  Speaker 1: brand exploded in grocery stores. It became the number one
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  Speaker 1: infuse tequila on the market, and in just three years
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  Speaker 1: it was acquired by Diaggio, the same company that owns
• 3:49
  Speaker 1: those very masculine brands Cosamigos and Don Julio. And here's
• 3:54
  Speaker 1: the thing. It's interesting and impressive enough to sell a
• 3:57
  Speaker 1: tequila brand the way they did, but they did something
• 4:01
  Speaker 1: even larger. They shifted an entire industry. They changed how
• 4:06
  Speaker 1: tequila is marketed. They made it a drink for women,
• 4:09
  Speaker 1: buy women, and if you ask them, they'll tell you
• 4:13
  Speaker 1: it's not just about the liquor, It's about the ritual.
• 4:16
  Speaker 3: I'll use twenty one seeds with club soda and a
• 4:18
  Speaker 3: slice of orange like that is my go to. I
• 4:20
  Speaker 3: won't just put that in a glass like I still
• 4:22
  Speaker 3: get a wine glass. I will take out the wine glass,
• 4:25
  Speaker 3: I will put the ice in it. I will cut
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  Speaker 3: that slice of orange just so I want it to be.
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  Speaker 1: Pretty, Which brings me to my favorite way to drink
• 4:33
  Speaker 1: twenty one seeds. Kat and Saraka actually taught me while
• 4:37
  Speaker 1: we were live. I really love them and I love
• 4:40
  Speaker 1: their spicy margarita. I have to tell you this is
• 4:44
  Speaker 1: kind of embarrassing to admit I had never had a
• 4:46
  Speaker 1: spicy margarita that I liked before. I would kind of
• 4:51
  Speaker 1: stay away from that whole world. This one is one
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  Speaker 1: part twenty one seeds cucumber halapena tequila, some fresh lime,
• 4:59
  Speaker 1: a splash the gave or simple syrup, and a takeen rim.
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  Speaker 1: And I'm not a calorie counter, but when it comes
• 5:05
  Speaker 1: to alcohol, I'm just really not trying to drink my calories.
• 5:09
  Speaker 1: Twenty one seeds cucumber halapena tequila has fifty nine calories
• 5:13
  Speaker 1: per serving. It kind of feels too good to be true. Right, Okay,
• 5:18
  Speaker 1: I'm gonna get off my spicy margarita monologue. Are you
• 5:20
  Speaker 1: thirsty yet? Here's the question that we're really exploring today.
• 5:25
  Speaker 1: How do you build something groundbreaking and how do you
• 5:29
  Speaker 1: have a great time doing it? I think the way
• 5:32
  Speaker 1: that I hear everyone talk about entrepreneurship is that it's
• 5:35
  Speaker 1: so hard, and it's so complicated, and it takes so
• 5:38
  Speaker 1: much resilience. And while the twenty one Seeds founders had
• 5:44
  Speaker 1: difficulties and challenges, of course, they seem to be really
• 5:48
  Speaker 1: good at keeping it simple and I have to tell
• 5:51
  Speaker 1: you it is so refreshing. So today we're talking entrepreneurship
• 5:56
  Speaker 1: and why sometimes the best ideas are just simple ones
• 6:00
  Speaker 1: that start in your kitchen. This is Question Everything with
• 6:03
  Speaker 1: kat Hauntas and Sarika Singh, the founders of twenty one Seeds.
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  Speaker 1: Let's begin. Welcome to Question Everything. I'm so happy to
• 6:16
  Speaker 1: have you guys, so.
• 6:17
  Speaker 2: Great to be here.
• 6:18
  Speaker 3: You look amazing, The cards look amazing, The bottles look amazing.
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  Speaker 1: They're really beautiful bottles. Do they feel like they're like
• 6:23
  Speaker 1: your babies?
• 6:24
  Speaker 2: Yeah? I mean to this day, I don't never get
• 6:27
  Speaker 2: tired of looking at them. They kind of like perfume bottles.
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  Speaker 3: I mean that was the hope, is like to make
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  Speaker 3: them so beautiful that you would feel proud to give
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  Speaker 3: them as a gift.
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  Speaker 1: Last night when we had our party, everybody wanted to
• 6:38
  Speaker 1: take them home and they wanted to display them on
• 6:40
  Speaker 1: their bar cards. So you're right, that was part of it.
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  Speaker 3: Yeah, exactly. You know, wine is so two thousand and eight. Yeah,
• 6:47
  Speaker 3: this is the new gift.
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  Speaker 1: So prior to starting twenty one seeds, you were in entertainment.
• 6:53
  Speaker 1: You were in the movie business, and you worked in
• 6:56
  Speaker 1: independent films for almost a decade. I didn't realize it
• 6:58
  Speaker 1: was independent films. How did that prepare you for your
• 7:02
  Speaker 1: job as an entrepreneur? Yeah, so you learned to not
• 7:05
  Speaker 1: take no for an answer. You're constantly being told no
• 7:09
  Speaker 1: when you're in the movie business. It's like it's a
• 7:11
  Speaker 1: business of no. So you just had to figure.
• 7:14
  Speaker 3: Out another approach, another way in like figure out how
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  Speaker 3: to solve the problem. That's what entrepreneurialism is all about.
• 7:21
  Speaker 3: I think it's really truly just problem solving.
• 7:25
  Speaker 1: Sarka, You started in food, is that correct?
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  Speaker 2: No? So, I actually have a degree in mechanical engineering,
• 7:31
  Speaker 2: and I graduated from Stanford and then I went to
• 7:35
  Speaker 2: work in actually one of the oldest companies in Silicon Valley.
• 7:39
  Speaker 2: So I went to work at HP during a time
• 7:42
  Speaker 2: of the kind of deacceleration of the first dot com
• 7:45
  Speaker 2: boom okay, and so I was choosing stability at that
• 7:48
  Speaker 2: time because I had student loans to pay off, and
• 7:51
  Speaker 2: so I took sort of the path that would help
• 7:53
  Speaker 2: me do that. But I found that what I did
• 7:58
  Speaker 2: for fun, other than go to parties see my friends,
• 8:00
  Speaker 2: was I went to the Whole Foods on Emerson Street
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  Speaker 2: in pal Alto, and I just loved like looking at products,
• 8:08
  Speaker 2: trying new things, getting that ten minute neck massage. And
• 8:13
  Speaker 2: eventually I found my way into I would say, like
• 8:17
  Speaker 2: entrepreneurial consumer package goods and like, yeah, combining my engineering
• 8:21
  Speaker 2: experience with my love for food.
• 8:24
  Speaker 1: Kat, you started making this tequila on your kitchen counter.
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  Speaker 1: Before it was called twenty one Seeds, it was called
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  Speaker 1: cats tequila. Basically, Yeah, what did you like about the
• 8:33
  Speaker 1: ritual of it?
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  Speaker 3: Well, first of all, I love to cook, so all
• 8:37
  Speaker 3: of the prep, right, just I should have I probably
• 8:40
  Speaker 3: should have been a sus chef. That should have been
• 8:41
  Speaker 3: probably one of the things that I did and maybe still.
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  Speaker 2: Something I do.
• 8:45
  Speaker 1: I don't know, but like it that much.
• 8:47
  Speaker 2: I love it.
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  Speaker 3: I love the prep, you know, like cutting all the pizza,
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  Speaker 3: so just the infusion part, putting the fruit into the
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  Speaker 3: you know, the brida that I was doing it with,
• 8:55
  Speaker 3: you know, kind of testing it like I'd love how
• 8:57
  Speaker 3: each batch would be different. But then once it was finished,
• 9:01
  Speaker 3: I to this day like I don't just put my
• 9:04
  Speaker 3: seed in soda, you know where I'll use twenty one
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  Speaker 3: seeds with club soda and a slice of orange, like
• 9:09
  Speaker 3: that is my go to. I won't just put that
• 9:11
  Speaker 3: in a glass, like I still get a wineglass. I
• 9:14
  Speaker 3: will take out the wineglass, I will put the ice
• 9:16
  Speaker 3: in it. I will cut that slice of orange just
• 9:19
  Speaker 3: so I want it to be pretty. It's funny you
• 9:21
  Speaker 3: say the word ritual because I have the Queen of rituals.
• 9:25
  Speaker 3: I will have my afternoon tea in a teacup. I
• 9:28
  Speaker 3: choose a different teacup every day, but I go and
• 9:30
  Speaker 3: get the nice teacup and put my tea in a
• 9:32
  Speaker 3: nice teacup.
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  Speaker 2: Like I love a ritual. I love a ritual.
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  Speaker 1: Have you always been like that? What do you love
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  Speaker 1: about it?
• 9:39
  Speaker 3: I think that like memories come, like the best memories
• 9:42
  Speaker 3: are the same thing, done year over year with different people.
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  Speaker 3: But you do the same thing, and that really is
• 9:49
  Speaker 3: what the ritual is all about, is about doing the
• 9:51
  Speaker 3: same thing, and then what makes it different is just
• 9:53
  Speaker 3: that day the smells like how you know your approach
• 9:57
  Speaker 3: to just But like I love repetition. I think probably
• 10:01
  Speaker 3: because you know, we moved around a lot. Like I
• 10:04
  Speaker 3: left where the country I was born, Peru, moved back
• 10:07
  Speaker 3: to Greece, left Greece, moved to the US. There's like
• 10:09
  Speaker 3: a lot of moving around at a very young age,
• 10:12
  Speaker 3: and so I crave like sort of being able to
• 10:15
  Speaker 3: count on certain things.
• 10:16
  Speaker 1: That makes so much sense. You started drinking tequila because
• 10:20
  Speaker 1: you stopped drinking wine. When did you know that you
• 10:23
  Speaker 1: had more than a nightcap. You had something really special here.
• 10:27
  Speaker 3: First of all, right off the bat, like by infusing
• 10:29
  Speaker 3: the tequila, it did so many things. It cut the
• 10:32
  Speaker 3: harshness right away. It made it super smooth. There's no
• 10:36
  Speaker 3: smoother tequila on the market, by the way than twenty one.
• 10:39
  Speaker 3: See it's like period, full stop period.
• 10:41
  Speaker 2: So it did all of that. It imparted the great.
• 10:44
  Speaker 3: Smell, which is so much about like what you taste
• 10:47
  Speaker 3: is what you smell.
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  Speaker 2: So took care of that.
• 10:49
  Speaker 3: So I knew, like right away, WHOA, this really solved
• 10:53
  Speaker 3: all my pain points. Then I think once we launched
• 10:57
  Speaker 3: the brand, I knew we were onto something. Once, like
• 11:00
  Speaker 3: you know, those first like say thousand bottles sold, those
• 11:04
  Speaker 3: could just be my friends, right like right like it's
• 11:08
  Speaker 3: like between my friends and maybe a person that they know.
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  Speaker 2: That's like the first say thousand.
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  Speaker 3: So it was really once the bottles started selling beyond
• 11:16
  Speaker 3: our sphere of influence that I knew we were really
• 11:19
  Speaker 3: onto something. And then you know, once like celebrities started
• 11:22
  Speaker 3: drinking it, like Jessica Alba was drinking and she posted,
• 11:25
  Speaker 3: you know, my new favorite adult beverage, and Katie Kirk
• 11:28
  Speaker 3: was drinking it. She wrote about It's like, that's when
• 11:31
  Speaker 3: we knew we were really onto something big.
• 11:33
  Speaker 1: Her Oprah was on that list.
• 11:35
  Speaker 2: She was yes, and as someone who is known for
• 11:38
  Speaker 2: infusing her own tequila, that was like a huge obviously
• 11:42
  Speaker 2: a stamp of approval in general, but the fact that
• 11:44
  Speaker 2: she did that herself was like, Okay, this is we
• 11:48
  Speaker 2: knew we had arrived. And the other time for me
• 11:50
  Speaker 2: at least, was when we started getting wedding invitations, was
• 11:53
  Speaker 2: from people who just loved our product and would invite
• 11:56
  Speaker 2: the three of us to a wedding.
• 11:58
  Speaker 1: What, yeah, it's happening time.
• 12:00
  Speaker 2: Even just recently we got one, right.
• 12:02
  Speaker 1: What are you talking about?
• 12:03
  Speaker 2: You invited I think to a total of eight weddings.
• 12:05
  Speaker 1: Have you ever gone?
• 12:06
  Speaker 2: No?
• 12:07
  Speaker 3: I think we need to start going like wedding crash
• 12:09
  Speaker 3: or the tequila crashers.
• 12:11
  Speaker 2: That is, I mean, it's really cute, like people fall
• 12:14
  Speaker 2: in love with the tequila and with each other.
• 12:16
  Speaker 4: And okay, do they DM you how physical invitations to
• 12:21
  Speaker 4: like the Nicole's old home address was our business address
• 12:25
  Speaker 4: for a few years, and she's so amazing.
• 12:28
  Speaker 2: She gets physical invitations. We've got email invitations.
• 12:31
  Speaker 3: The people who drink twenty one seeds, they swear by
• 12:35
  Speaker 3: it like it's it really plays like a really integral
• 12:38
  Speaker 3: part in their lives.
• 12:39
  Speaker 2: It's really cool.
• 12:40
  Speaker 1: What does that feel like to have people because I
• 12:43
  Speaker 1: know what it's like to have people hold your product,
• 12:45
  Speaker 1: but to love it like that, I can't even imagine.
• 12:49
  Speaker 2: I mean, it's amazing. It feels very validating. Yeah, I
• 12:52
  Speaker 2: mean it's it's like just something that you put so
• 12:56
  Speaker 2: much energy and time and effort into and to see
• 13:00
  Speaker 2: not only is it buying people are buying it, not
• 13:02
  Speaker 2: only is it becoming like a best selling product, but
• 13:05
  Speaker 2: then to have that extra layer of like I love
• 13:07
  Speaker 2: this so much, I want to invite you to my wedding.
• 13:09
  Speaker 2: I mean yeah, yeah.
• 13:12
  Speaker 1: So Sarak I found out from Cat that she had
• 13:15
  Speaker 1: this idea. She called her sister, was like, do you
• 13:18
  Speaker 1: want to do this? Nicole said yes, And then she
• 13:21
  Speaker 1: called you and she was like should we do this?
• 13:24
  Speaker 1: And you were like, yeah, absolutely, and the three of
• 13:27
  Speaker 1: you just decided you were going to start this company.
• 13:31
  Speaker 1: Where did the name twenty one seeds come from?
• 13:34
  Speaker 2: So the name is actually based on our founding team.
• 13:37
  Speaker 2: It's two sisters, Cat and Nicole, one friend me Seeds
• 13:41
  Speaker 2: touches on the ingredients that go into our tequila. That's
• 13:46
  Speaker 2: so and the idea that it is a seed of
• 13:48
  Speaker 2: something bigger, like an experience or a new way to
• 13:51
  Speaker 2: drink tequila.
• 13:52
  Speaker 1: That's really beautiful. How did you know this was an
• 13:55
  Speaker 1: idea you wanted to go all in on because you
• 13:58
  Speaker 1: just described your background, you could have gone a whole
• 14:00
  Speaker 1: different direction.
• 14:02
  Speaker 2: Yeah. So at the time that you know, Kat called
• 14:05
  Speaker 2: me on the phone, it was like, I remember, Actually
• 14:09
  Speaker 2: what we were doing is we had lunch at Tartina. Yeah, yeah, no,
• 14:12
  Speaker 2: exactly we did it. We had lunch, We had lunch.
• 14:14
  Speaker 2: It was like an intervention.
• 14:16
  Speaker 3: Like Nicole and I were sitting across the table from you,
• 14:19
  Speaker 3: and you know, I thought it was a great idea.
• 14:20
  Speaker 2: Obviously, I love Kat Nicole, and I love the taste
• 14:24
  Speaker 2: of this tequila that was coming out of Cat's kitchen,
• 14:26
  Speaker 2: and so at a high level, at an emotional level,
• 14:29
  Speaker 2: it felt like, wow, this could be really fun. But
• 14:31
  Speaker 2: that's not why you changed your career side hustle.
• 14:35
  Speaker 1: So I do know she's very convincing, she's very compelling.
• 14:39
  Speaker 2: Yes, and I knew that if anyone could sell this,
• 14:43
  Speaker 2: Cat would be the person to sell it. And she
• 14:45
  Speaker 2: had created this amazing product in her kitchen. And then
• 14:48
  Speaker 2: I also had a lot of questions, like none of
• 14:51
  Speaker 2: us were from the industry, right, and so while I
• 14:56
  Speaker 2: wanted to do what I also wanted to sort of
• 14:58
  Speaker 2: think about what me or a potential investor would want
• 15:02
  Speaker 2: to understand in order to kind of see this as
• 15:05
  Speaker 2: a potential opportunity. And so for me that was sort
• 15:09
  Speaker 2: of like talking to as many people as I possibly could.
• 15:12
  Speaker 2: I'm a researcher, I'm sort of an analytical human, So
• 15:15
  Speaker 2: I talked to everyone from like a gave I started
• 15:18
  Speaker 2: calling agave farmers in Mexico to like a bartender, to
• 15:23
  Speaker 2: you know, my friends in CpG, someone who is a
• 15:25
  Speaker 2: VP at a formal former spirits company, and so yeah,
• 15:29
  Speaker 2: from that, it was kind of like, Okay, I think
• 15:31
  Speaker 2: that this intuition for the white space is is real
• 15:36
  Speaker 2: and let's do it.
• 15:37
  Speaker 3: Yeah. I remember at one point were like started counting
• 15:40
  Speaker 3: how many agave plants fit on an acre of land.
• 15:43
  Speaker 2: We're like, do we need to grow the agave ourselves?
• 15:45
  Speaker 3: Like we knew nothing. We literally had to research everything.
• 15:49
  Speaker 3: It's almost like we got a crash course in like
• 15:51
  Speaker 3: college level tequila. Making The agave plant is like takes
• 15:55
  Speaker 3: a long time to grow. Yeah, Like on average it's
• 15:58
  Speaker 3: seven to ten years for nagaba plant to fully mature.
• 16:01
  Speaker 3: So you can imagine, you know, up in Napa every
• 16:04
  Speaker 3: year they you know, they harvest the grapes. In the
• 16:08
  Speaker 3: scale of growing tequila, like of growing agave plants to
• 16:12
  Speaker 3: make tequila, it's like.
• 16:14
  Speaker 2: Nothing you've ever seen before.
• 16:15
  Speaker 3: I mean when you go down to Halisco, everywhere you look,
• 16:17
  Speaker 3: there are gove plants everywhere, like on the rocks, like
• 16:20
  Speaker 3: in places You're like, how do people even get up there?
• 16:22
  Speaker 1: There are agave plants. It must be unbelievable.
• 16:25
  Speaker 2: It's just unreal. It's really beautiful too. It's actually a
• 16:27
  Speaker 2: really cool place.
• 16:28
  Speaker 1: So you noticed that tequila was being marketed and used
• 16:32
  Speaker 1: in a completely different way. It was being marketed like Scotch,
• 16:36
  Speaker 1: but then it was ordered in bars like a mixed drink.
• 16:38
  Speaker 1: And I feel like ten thousand dollars or even one
• 16:41
  Speaker 1: hundred thousand dollars in research probably couldn't have told you that.
• 16:44
  Speaker 1: How did you notice that?
• 16:46
  Speaker 3: I know this is going to be shocking, but I
• 16:47
  Speaker 3: actually really didn't talk a lot as a child. I
• 16:50
  Speaker 3: think because we moved around for so much as like
• 16:53
  Speaker 3: as a very young child that moved around a lot.
• 16:55
  Speaker 3: So it was like a good amount of time there
• 16:57
  Speaker 3: where I just didn't speak.
• 16:58
  Speaker 1: Okay, I would have.
• 16:58
  Speaker 2: Nicole speak for me. You member a story, and it
• 17:02
  Speaker 2: was crazy.
• 17:02
  Speaker 3: And so because of that, I've always been an observer,
• 17:06
  Speaker 3: and so I just was noticing, you know, when we
• 17:09
  Speaker 3: would be out at bars and restaurants, that so many
• 17:12
  Speaker 3: women in particular were ordering this tequila sprits, and I
• 17:16
  Speaker 3: was like, wow, that's not shots, and that's not sipping tequila.
• 17:19
  Speaker 3: That's and it's not a margarita. It's this sprits. And
• 17:22
  Speaker 3: my god, that would taste so much better with this
• 17:25
  Speaker 3: infused tequila that I was making at home if you
• 17:28
  Speaker 3: add club soda, which was how I was drinking it
• 17:30
  Speaker 3: at home, right right in this sprits in this wine glass.
• 17:33
  Speaker 3: I love the ritual of holding a wine glass, right,
• 17:36
  Speaker 3: and I thought it would just taste so much better
• 17:39
  Speaker 3: with our infused tequila than it does with regular tequila.
• 17:42
  Speaker 2: Because this is thirty five percent alcohol.
• 17:44
  Speaker 3: It's not as harsh as regular, you know, forty percent tequila,
• 17:48
  Speaker 3: and it's so versatile, like so you could still make
• 17:52
  Speaker 3: the margarita if you wanted to, but you could easily
• 17:54
  Speaker 3: enjoy the sprits, and so I just noticed that so
• 17:57
  Speaker 3: many women in particular ordinance, and I thought, why doesn't
• 18:00
  Speaker 3: something like this exist in the tequil aisle.
• 18:03
  Speaker 1: I think there's a lot of women that listen to
• 18:06
  Speaker 1: this podcast that are either entrepreneurs already or have something
• 18:10
  Speaker 1: that they feel like they want to create. What's your
• 18:13
  Speaker 1: advice for getting to understand the needs of the market
• 18:15
  Speaker 1: that you're trying to serve, because you guys do this
• 18:18
  Speaker 1: particularly beautifully well.
• 18:20
  Speaker 2: I mean, I think that Kat just spoke about those
• 18:23
  Speaker 2: early insights that happen from that kind of phase of
• 18:27
  Speaker 2: observation and an insight, and then you really want to
• 18:31
  Speaker 2: validate that with more kind of industry numbers. And so
• 18:34
  Speaker 2: for me, for example, one of the things I wanted
• 18:37
  Speaker 2: to understand was how big is this category? And so
• 18:40
  Speaker 2: when I looked into it, it was like, Okay, out
• 18:43
  Speaker 2: of spirits, tequila really is the fastest growing in the
• 18:46
  Speaker 2: spirit's category. And then you look at that and you say, okay,
• 18:48
  Speaker 2: flavor within tequila is still a small percentage relative to
• 18:52
  Speaker 2: other mature categories like whiskey and vodka. So it's like
• 18:56
  Speaker 2: there's an opportunity here. The wind is at our back,
• 18:59
  Speaker 2: the categories growing, and I knew that we weren't inventing
• 19:04
  Speaker 2: flavored tequila, but that we could perfect it. And so
• 19:07
  Speaker 2: that sort of what Kat was noticing is like the
• 19:11
  Speaker 2: way that people were drinking tequila pointed to that, but
• 19:14
  Speaker 2: there wasn't This didn't really exist, and so then it
• 19:17
  Speaker 2: was like, why more data is sort of like the
• 19:20
  Speaker 2: margarita is the top ordered cocktail in the country, and
• 19:24
  Speaker 2: so being able to make a margarita or a cocktail
• 19:28
  Speaker 2: in an easier way with less sugar is very appealing.
• 19:32
  Speaker 2: And then just Cat really identified this authentic way that
• 19:38
  Speaker 2: we could show up in the market differently.
• 19:40
  Speaker 1: So, I've read that your playbook was considered a non
• 19:44
  Speaker 1: traditional one for the alcohol industry. How did being outsiders
• 19:49
  Speaker 1: serve you?
• 19:50
  Speaker 3: I think that we didn't have any of the trappings
• 19:53
  Speaker 3: of being an insider, right, Like we could truly take
• 19:55
  Speaker 3: this approach, think outside the box, look at it from
• 19:59
  Speaker 3: like the behavioral side, versus like this is traditionally how
• 20:02
  Speaker 3: it's done. You know, we didn't know that playbook, so
• 20:05
  Speaker 3: we just said, hey, listen, we want to market this
• 20:07
  Speaker 3: this tequila to women and moms. So that's where we started.
• 20:12
  Speaker 3: We started with our consumer and then really thought through, Okay,
• 20:15
  Speaker 3: where does she discover brands? Where does she shop? We
• 20:18
  Speaker 3: wanted to solve all her pain points and meet her
• 20:20
  Speaker 3: where she was. Moms are busy people, right, They don't
• 20:23
  Speaker 3: have time to like drive across town and find a
• 20:26
  Speaker 3: one off thing. So our entire playbooks started by putting
• 20:32
  Speaker 3: the consumer who we were trying to target at the core,
• 20:35
  Speaker 3: and then everything everything we did served her. And that
• 20:40
  Speaker 3: was not how the industry built Spirits brands at the time, right,
• 20:43
  Speaker 3: Like they would build Spirits brands, Spirits in particular, first
• 20:47
  Speaker 3: in bars and restaurants and hope that the consumer has
• 20:51
  Speaker 3: like an interaction with that cocktail, talks to the bartender
• 20:54
  Speaker 3: about it.
• 20:54
  Speaker 2: I'm like, no, mom's doing that, Like, she doesn't have
• 20:56
  Speaker 2: time to do that.
• 20:58
  Speaker 3: So we thought, you know what we're that's not We're
• 21:01
  Speaker 3: not going to do that. We're going to go find
• 21:02
  Speaker 3: her where she is and where she does discover brands,
• 21:05
  Speaker 3: which was really at the time online right, and through
• 21:08
  Speaker 3: partnerships with other, you know, other brands that she knew
• 21:11
  Speaker 3: and loved, and like inserting ourselves in that brand, whether
• 21:15
  Speaker 3: it was through some sort of a collab or giveaway
• 21:18
  Speaker 3: that we were doing with them, Like we literally thought
• 21:21
  Speaker 3: about her every day.
• 21:23
  Speaker 1: There's such an emphasis on her your customer, and you three,
• 21:28
  Speaker 1: you said, are her right, your women, your moms. But
• 21:31
  Speaker 1: the tequila industry is so known for being so male. Yeah,
• 21:36
  Speaker 1: at every turn, like even in Hallisco, it's very male.
• 21:40
  Speaker 1: Like the distribution, all of it. Was it a gift?
• 21:44
  Speaker 1: Were you the shiny new object or was it difficult? Yeah?
• 21:49
  Speaker 1: I could tell about your face.
• 21:51
  Speaker 2: Kat We had many Yeah, we had to served. There
• 21:54
  Speaker 2: were there were different levels, right.
• 21:56
  Speaker 3: I think it to Sarka's point, I think it's both
• 21:58
  Speaker 3: Like we used it to our right because we could
• 22:01
  Speaker 3: see things that they weren't seeing, right, because we just
• 22:04
  Speaker 3: had that experience. I think that it did take you know,
• 22:08
  Speaker 3: certain markets were harder, you know than other markets where
• 22:11
  Speaker 3: it's even more male dominated. But in the end, we totally.
• 22:16
  Speaker 2: Used it, I think to our advantage. I mean, I think,
• 22:19
  Speaker 2: like talking about the fact that we are the three moms,
• 22:23
  Speaker 2: sort of like there's nothing wrong with George Clooney and
• 22:25
  Speaker 2: Randy Gerbern motorcycles in a gave field. We were three
• 22:29
  Speaker 2: moms who were drinking tequila in the kitchen and infusing
• 22:32
  Speaker 2: it with fruit, and you know, at Cookbook Club, and
• 22:36
  Speaker 2: so I think that was sort of like our story,
• 22:40
  Speaker 2: and there are a lot of people like us. And
• 22:43
  Speaker 2: the way that we did everything from the liquid to
• 22:46
  Speaker 2: the branding, was an opportunity for you know, these distributors
• 22:52
  Speaker 2: and stores to appeal to another audience. So in that
• 22:55
  Speaker 2: way it did work to our advantage.
• 22:57
  Speaker 1: I like these grocery stores from what I tell me.
• 22:59
  Speaker 1: If I'm wrong, yeah, but from what I know, these
• 23:02
  Speaker 1: grocery stores are like old school mob style, right, and
• 23:06
  Speaker 1: they're all men.
• 23:07
  Speaker 3: No, ironically, it's not so much the grocery stores those buyers,
• 23:10
  Speaker 3: there's a lot of women, Okay, It's more the layer
• 23:13
  Speaker 3: above that with the distributors. So the funny thing about
• 23:16
  Speaker 3: the spirits industry, right is it's this three chaer system.
• 23:19
  Speaker 3: So we sell to a distributor and then they sell
• 23:21
  Speaker 3: to the grocery store, and then the grocery.
• 23:23
  Speaker 2: Store sells to you.
• 23:24
  Speaker 3: So we had to sell to three different people, and
• 23:26
  Speaker 3: each of those people was very different. Like we marketed
• 23:29
  Speaker 3: the brand one way to reach our moms at home.
• 23:31
  Speaker 3: The toughest part was getting the distributors on board because
• 23:34
  Speaker 3: I remember.
• 23:35
  Speaker 2: This one time, the Gallantines.
• 23:36
  Speaker 3: Yeah, because we were in this distributor meeting and we
• 23:39
  Speaker 3: kept saying, we want to show up during Gallantines Day.
• 23:43
  Speaker 3: This guy was a room full of guys because at
• 23:46
  Speaker 3: the distributor level it's mostly men. Yeah, and he stopped
• 23:49
  Speaker 3: us and he's like, I think you're not pronouncing that
• 23:52
  Speaker 3: word right.
• 23:52
  Speaker 2: It's like Valentine's Day. Yeah, We're like, do you have
• 23:56
  Speaker 2: a daughter? And he's like, yeah, like how does he eighteen?
• 24:00
  Speaker 2: Like call your daughter right now? Now ask your what
• 24:02
  Speaker 2: Yalentine did? And he started laughing and actually, there you go,
• 24:05
  Speaker 2: like we used it to our.
• 24:06
  Speaker 3: Advantage, like it ended up being an icebreaker and we
• 24:10
  Speaker 3: ended up working with that distributor that they ended up
• 24:13
  Speaker 3: like taking us. Then you get to the buyers. They
• 24:16
  Speaker 3: care about her very much because she's shopping in the
• 24:18
  Speaker 3: grocery stores. So so it was the distribution level that's interesting, and.
• 24:22
  Speaker 5: Then you have to market it to all of those levels,
• 24:25
  Speaker 5: and I would say a little bit at the production
• 24:27
  Speaker 5: level too, because to your point, it's a very traditional
• 24:30
  Speaker 5: and male dominated kind of categories.
• 24:33
  Speaker 2: And we came in doing things differently, and there was
• 24:37
  Speaker 2: an existing way of doing it and we wanted to
• 24:39
  Speaker 2: do it our way. And so you know, there was
• 24:41
  Speaker 2: that communication that had to happen to make it work.
• 24:44
  Speaker 2: And it did. So that's you know, it happened and
• 24:47
  Speaker 2: it's great. But certainly there were moments when, yeah, we
• 24:50
  Speaker 2: would talk to the master distiller and he'd be like,
• 24:53
  Speaker 2: what do you guys know right?
• 24:55
  Speaker 3: You know, right, because they weren't really infusing tequila down there.
• 24:59
  Speaker 2: But I will say a he was our biggest fan.
• 25:02
  Speaker 1: Yeah, yeah, what do you think turned him? Was it
• 25:05
  Speaker 1: your humor or the product?
• 25:06
  Speaker 3: I think it was the product, yeah, because you know,
• 25:08
  Speaker 3: he was a true perfectionist.
• 25:10
  Speaker 2: I mean, he's an artist.
• 25:11
  Speaker 3: Distilling is a hard thing, you know, if you don't
• 25:14
  Speaker 3: do it at the right temperature, the technique around it.
• 25:17
  Speaker 3: So he was an artist in his own right, you know.
• 25:19
  Speaker 3: And then he tasted what we were doing, and he
• 25:23
  Speaker 3: then became a convert, which, by the way, happens with
• 25:25
  Speaker 3: most guys.
• 25:27
  Speaker 2: Like that tastes twenty one seats.
• 25:29
  Speaker 3: Like we started off just marketing to moms, but now
• 25:32
  Speaker 3: everyone drinks twenty one seats.
• 25:33
  Speaker 2: It's not just you know, not just moms.
• 25:34
  Speaker 1: Because moms bring it home and then their husband start
• 25:37
  Speaker 1: drinking bingo.
• 25:38
  Speaker 2: They're like, what's this delicious thing?
• 25:40
  Speaker 1: Is it true that tequila has to be produced in Mexico. Yes, yes,
• 25:44
  Speaker 1: so I heard a.
• 25:44
  Speaker 3: Big called tequila like you can call it a gave spirit,
• 25:48
  Speaker 3: So you could call it in a gave spirit and
• 25:50
  Speaker 3: make it in the US. Okay, you know, just like
• 25:53
  Speaker 3: it's like cognac and brandy and champagne sparkling wine.
• 25:58
  Speaker 1: That makes sense. Yeah, so I heard that the first
• 26:01
  Speaker 1: time that you produced your tequila in Mexico it was
• 26:04
  Speaker 1: a disaster.
• 26:05
  Speaker 2: Yes, I mean I have thing. So in between the
• 26:08
  Speaker 2: phase that Kat was making it in the Brida filter
• 26:10
  Speaker 2: and her kitchen and taking it to production, we did
• 26:13
  Speaker 2: this phase that was sort of in the context of
• 26:15
  Speaker 2: the industry where we were working hard to sort of
• 26:18
  Speaker 2: do what I call like a high fidelity prototype. That's like, Okay,
• 26:21
  Speaker 2: we need to understand the supply chain, we need to
• 26:23
  Speaker 2: understand the sensory science and make sure that we're meeting
• 26:26
  Speaker 2: the constraints of the CRT and the TTB. And so
• 26:30
  Speaker 2: we went in feeling very confident. And the reason that
• 26:33
  Speaker 2: we did all this before we went to the distilleries,
• 26:35
  Speaker 2: We're like, one, we want to own it, two we
• 26:39
  Speaker 2: want to go in because we are three outsiders to
• 26:42
  Speaker 2: the industry and having no experience. We really want to
• 26:44
  Speaker 2: go in with our dust order, right, and so we
• 26:49
  Speaker 2: had done this at sort of a lab scale. We
• 26:51
  Speaker 2: went to our first production. We're feeling super confident. We're like,
• 26:54
  Speaker 2: which handicraft shops are we going to after this? It's underway.
• 27:01
  Speaker 2: She had some photos in town and for the website.
• 27:04
  Speaker 2: We're good, and I think our goal was to make
• 27:06
  Speaker 2: like one hundred cases, which felt very manageable. At the
• 27:10
  Speaker 2: end of that day, we had made zero and there
• 27:13
  Speaker 2: were clogged filters, the terrible yield wasted tequila, which is expensive.
• 27:20
  Speaker 2: Like we went home that day, and in particular me
• 27:22
  Speaker 2: because it's sort of my area. I was really stressed
• 27:25
  Speaker 2: and it didn't work. So we got home, and you know,
• 27:29
  Speaker 2: we had taken investors' money at this point, like friends
• 27:32
  Speaker 2: and family, and so I having done a number of
• 27:35
  Speaker 2: scale ups, I knew that it wasn't going to be perfect,
• 27:38
  Speaker 2: but this was pretty bad. And later that night we
• 27:42
  Speaker 2: actually got an email, and so we were just sort
• 27:45
  Speaker 2: of dejected and sweaty and tired, and this email came
• 27:49
  Speaker 2: in and it was from the Bevmo tequila buyer, and
• 27:53
  Speaker 2: she had sampled our product with those sort of high
• 27:55
  Speaker 2: fidelity lab scale prototypes that allowed us to get our label.
• 27:59
  Speaker 2: Like we knew we could do this. We knew we
• 28:00
  Speaker 2: would get a label that said we were at tequila,
• 28:03
  Speaker 2: and so it was legitimate. And she told us that
• 28:06
  Speaker 2: she wanted not one, not two, but all three of
• 28:09
  Speaker 2: our products in all like one hundred and forty California stores.
• 28:14
  Speaker 2: And so you know this is like.
• 28:15
  Speaker 1: An one hundred and forty stores.
• 28:18
  Speaker 2: Yeah, thenme was one forty seven. Yeah, she no, exactly,
• 28:22
  Speaker 2: but it was obviously like this incredible moment, and I
• 28:26
  Speaker 2: feel like it was a sign. It was like, we
• 28:28
  Speaker 2: have to make this work. You have to figure this out,
• 28:30
  Speaker 2: and and so we did. I mean we went back
• 28:33
  Speaker 2: and with like engineering and teamwork, we figured it out.
• 28:36
  Speaker 1: And then you guys grew to sixty six thousand cases
• 28:40
  Speaker 1: in three years.
• 28:41
  Speaker 3: Yeah that's unheard of, right, It happened really fast, and
• 28:45
  Speaker 3: I think that is a real testament to how good
• 28:48
  Speaker 3: this product is.
• 28:49
  Speaker 2: We've sold millions of.
• 28:50
  Speaker 3: Bottles of twenty one seeds, which is crazy for me
• 28:53
  Speaker 3: to even say that out loud, right, like it's bananas,
• 28:56
  Speaker 3: especially because we're still not like a household name, like
• 28:59
  Speaker 3: not everyone knows what twenty one seeds is those who
• 29:03
  Speaker 3: do know what they swear by it, like there isn't
• 29:05
  Speaker 3: a drink you can't make. With twenty one seeds as
• 29:08
  Speaker 3: the starting base spirit, there's the one you can't make,
• 29:11
  Speaker 3: and then they all like our espresso martini, like with
• 29:13
  Speaker 3: the Valencia Orange, it's outrageously good. Really, So that's the thing.
• 29:17
  Speaker 3: It's very versatile in someone's house.
• 29:19
  Speaker 1: I never drank tequila before twenty one seeds.
• 29:22
  Speaker 2: This is your favorite kind of person.
• 29:24
  Speaker 1: I was a vodka girl. I thought tequila just wasn't
• 29:27
  Speaker 1: for me. It's the only thing I drink now.
• 29:30
  Speaker 3: We love hearing like we're always like, welcome back, We've
• 29:34
  Speaker 3: been waiting for you.
• 29:36
  Speaker 2: It's sort of a testament to that original insight, you know,
• 29:39
  Speaker 2: which is like the infusion is transformative to what is
• 29:42
  Speaker 2: classically a harsh spirit.
• 29:43
  Speaker 1: Right, that's true. I'm a convert. If you could brag
• 29:48
  Speaker 1: about yourselves for a second, pull the humility veil off.
• 29:51
  Speaker 1: What were your three biggest moves that set you up
• 29:54
  Speaker 1: for the kind of success that sixty six thousand cases shares.
• 29:58
  Speaker 2: Okay, one a product.
• 30:00
  Speaker 3: That was extraordinary, Okay, Like truly, I would say the brand.
• 30:04
  Speaker 2: I think the way that we showed up differently in
• 30:07
  Speaker 2: the marketplace and how we spoke to her, and then
• 30:11
  Speaker 2: all of the kind of social media around that as well.
• 30:14
  Speaker 2: I mean, I think early on we had these influencers
• 30:17
  Speaker 2: sort of organically.
• 30:20
  Speaker 3: Come out and say with me, like our product and
• 30:23
  Speaker 3: you know, this is an interesting thing. And this is
• 30:25
  Speaker 3: again going back to just connecting those dots and gaining momentum.
• 30:29
  Speaker 3: It's hard to do what we did unless you get momentum, right,
• 30:32
  Speaker 3: And I think it was like Jessica Alba posted Katie
• 30:36
  Speaker 3: Kurk that summer was asked, like in New York Magazine,
• 30:40
  Speaker 3: what was your favorite thing that you discovered from the
• 30:43
  Speaker 3: Hamptons this summer, and she said it was twenty one seats.
• 30:46
  Speaker 2: Yeah, and she was like, this is going to be
• 30:47
  Speaker 2: the next Cosum Egos.
• 30:49
  Speaker 3: She said it right before it became so so then
• 30:52
  Speaker 3: she reached out to us. She wrote about us, she
• 30:54
  Speaker 3: put us in her first ever holiday gift guide. Wow,
• 30:58
  Speaker 3: the Today Show follows Katie her. They saw us in
• 31:01
  Speaker 3: her newsletter, so then they reached out. So then we
• 31:04
  Speaker 3: were on the Today Show, and then Oprah saw the
• 31:07
  Speaker 3: Today Show. Then we ended up on Oprah's list. Even
• 31:11
  Speaker 3: then celebrities and influencers were finding the brand organically. And
• 31:16
  Speaker 3: you know, the thing about that's so great about females
• 31:19
  Speaker 3: is that females doesn't matter if you're an influencer, if
• 31:22
  Speaker 3: you're famous, or you're just another mom or another woman.
• 31:26
  Speaker 3: We love to share. You know, that is universal. So
• 31:30
  Speaker 3: it just kind of snowballed. And then we amplified those
• 31:34
  Speaker 3: dots right right, like, we took every one of those
• 31:37
  Speaker 3: moments and we like screamed it at the top of
• 31:40
  Speaker 3: our lungs, and we put it everywhere we could put it,
• 31:42
  Speaker 3: and we marketed it not just socially outwardly to the consumer.
• 31:46
  Speaker 3: We marketed those wins and those achievements to our distributors,
• 31:51
  Speaker 3: to our buyers. Always it was a flywheel. There was
• 31:53
  Speaker 3: a constant flywheel of pushing the things, the great things
• 31:57
  Speaker 3: that happened to the brand.
• 31:59
  Speaker 2: We amplify them.
• 32:00
  Speaker 3: And you really have to do that. You cannot take
• 32:02
  Speaker 3: it for granted that those things are just going to
• 32:04
  Speaker 3: happen organically and then continue to snowball. You have to
• 32:07
  Speaker 3: keep pushing them.
• 32:09
  Speaker 2: And that is that.
• 32:09
  Speaker 1: Really, it's such a great piece of advice that I
• 32:11
  Speaker 1: haven't really heard a lot of people talk about.
• 32:13
  Speaker 2: Yeah, it's so important.
• 32:15
  Speaker 3: I think people just think like you guys were on
• 32:17
  Speaker 3: the Today Show that everyone saw it.
• 32:19
  Speaker 2: Nope, they didn't.
• 32:20
  Speaker 3: You know, yes, the people that watched in that moment
• 32:22
  Speaker 3: saw it, but there were a bunch of people that
• 32:24
  Speaker 3: didn't have their TVs on. How are we going to
• 32:26
  Speaker 3: let everyone know about it? How are we going to
• 32:28
  Speaker 3: use this to get the distributors to believe in our
• 32:31
  Speaker 3: story and to believe in the brand. How are we
• 32:34
  Speaker 3: going to use this to open doors with new buyers?
• 32:37
  Speaker 2: Like it didn't matter.
• 32:39
  Speaker 3: Like Pop Sugar wrote the perfect Spicy Margarito with three
• 32:42
  Speaker 3: easy ingredients, Okay, I think that was one.
• 32:45
  Speaker 2: Of our first sort of pieces of social media.
• 32:47
  Speaker 3: I mean we put that that that list that hit everywhere.
• 32:52
  Speaker 2: It was in our decks. It wasn't like we amplified
• 32:54
  Speaker 2: the heck out of that thing.
• 32:56
  Speaker 3: If it was like we've just been a you know,
• 32:57
  Speaker 3: announced that we were like running for office or something.
• 33:00
  Speaker 3: It was like every deck, it was in there, and
• 33:02
  Speaker 3: that's all we had at that moment, That's all we had.
• 33:04
  Speaker 2: It's like, you know, fig it, do you make it right?
• 33:07
  Speaker 1: So you ran with it.
• 33:09
  Speaker 3: You got to run with everything and make it seem
• 33:10
  Speaker 3: like it's the biggest thing ever.
• 33:13
  Speaker 1: Okay, so you're owned by Diagio, which owns Cosamigos, Don
• 33:16
  Speaker 1: Julio other brands. They acquired twenty one seats in twenty
• 33:20
  Speaker 1: and twenty two. What was the decision that you most
• 33:23
  Speaker 1: credit for getting their attention?
• 33:25
  Speaker 2: A couple of things.
• 33:26
  Speaker 3: One, we did not invent flavored tequila, but we did
• 33:29
  Speaker 3: perfect it, like we really did. Like when you look
• 33:32
  Speaker 3: at the category of flavored tequila, it hovered around of
• 33:35
  Speaker 3: the overall tequila category, it was like five percent of
• 33:39
  Speaker 3: tequila sold was flavored. So at the time that we
• 33:43
  Speaker 3: sold to Diagio, at the year we entered the market,
• 33:46
  Speaker 3: it was five percent. The year we sold to Diagio,
• 33:48
  Speaker 3: it had grown twelve to fifteen percent of share.
• 33:51
  Speaker 1: Of the overall tequila category. That's a cool statistic.
• 33:54
  Speaker 3: It's a really cool statistic. We are the still the
• 33:56
  Speaker 3: number one flavored tequila in the category. And I think
• 33:59
  Speaker 3: the fact that we also brought women into the category
• 34:02
  Speaker 3: like that was huge that that was not the case
• 34:05
  Speaker 3: in the past. Before twenty one seeds got here, women
• 34:07
  Speaker 3: would buy wine and beer and bring that into the
• 34:09
  Speaker 3: household for themselves or RTD say, like ready to drink,
• 34:13
  Speaker 3: but they weren't bringing they weren't buying, like hard alcohol
• 34:15
  Speaker 3: and bringing it into the household, and we really change
• 34:18
  Speaker 3: that behavior. And then I think last, but not least,
• 34:20
  Speaker 3: is the occasion in which they were drinking us, right,
• 34:23
  Speaker 3: Like we really were like, hey, listen, permission to drink
• 34:27
  Speaker 3: this instead of wine. And by the way, there's no
• 34:30
  Speaker 3: need to put even an ounce and a half of
• 34:32
  Speaker 3: tequila into that sprits. You can make it with a
• 34:34
  Speaker 3: half ounce and really dial it down. You can make
• 34:37
  Speaker 3: it with an ounce and just add more clip soda
• 34:40
  Speaker 3: flavored club soda if you want, you know, splash the
• 34:42
  Speaker 3: juice if you want. You could do that instead of
• 34:45
  Speaker 3: a glass of wine. Permission's an interesting word, particularly with women. Yeah,
• 34:50
  Speaker 3: no exactly because you feel like, oh, I can't have
• 34:53
  Speaker 3: tequila on a Tuesday.
• 34:54
  Speaker 1: Yeah, it's aggressive. Yeah, that's well said.
• 34:58
  Speaker 3: And I think that was also our girls call the
• 35:00
  Speaker 3: shots like. It's a very empowering I know we've talked
• 35:03
  Speaker 3: about it before. It's a very empowering message. Right, It's like.
• 35:07
  Speaker 2: It's not really preachy.
• 35:09
  Speaker 3: It's just like, hey, just because we don't want it
• 35:12
  Speaker 3: harsh doesn't mean we want it sweet, right, We want
• 35:15
  Speaker 3: it like smooth and balanced and we want to be
• 35:18
  Speaker 3: able to do a lot with it.
• 35:20
  Speaker 1: Has that acquisition changed the brand or evolved the brand?
• 35:25
  Speaker 3: Ultimately, I'd say we were just talking about this. Actually
• 35:28
  Speaker 3: our liquid has not changed.
• 35:30
  Speaker 4: You know.
• 35:30
  Speaker 3: Oftentimes, you know, you buy something, you want to like
• 35:33
  Speaker 3: put your mark on it, put your stamp on it,
• 35:35
  Speaker 3: and like tweak it in some way. But if we're
• 35:38
  Speaker 3: going to brag like it was pretty perfect, you know,
• 35:43
  Speaker 3: so we created this pretty perfect product, so they actually
• 35:45
  Speaker 3: haven't changed it, you know, So it's it's exactly the
• 35:48
  Speaker 3: same product that we were making before, which I think
• 35:51
  Speaker 3: is all like you know, speaks to let moms create
• 35:54
  Speaker 3: more things for real, hash.
• 35:59
  Speaker 2: You know what I mean, like let us be in charge.
• 36:03
  Speaker 1: Did it change your lives in any way?
• 36:05
  Speaker 2: It's obviously like such a privilege to have sold a
• 36:07
  Speaker 2: company to Diagio and to have had that kind of
• 36:10
  Speaker 2: financial game. So I will say that that absolutely, like
• 36:13
  Speaker 2: that is amazing. I think if you're asking, like how
• 36:16
  Speaker 2: it has changed how I am with my kids or
• 36:19
  Speaker 2: with my family or the things that I do, I
• 36:21
  Speaker 2: would say not really. I think I need a bigger
• 36:24
  Speaker 2: exit for that, right. Actually, is it funny? No one
• 36:33
  Speaker 2: really dies? That's funny because you like, that's what we thought.
• 36:36
  Speaker 3: We thought of course that's gonna happen. And what you
• 36:39
  Speaker 3: realize is like after the excitement of that moment when
• 36:42
  Speaker 3: you actually when it actually happens, that felt like really
• 36:46
  Speaker 3: amazing to get it across the finish line. But then,
• 36:49
  Speaker 3: you know, if anything, you're kind of like jonesing to
• 36:52
  Speaker 3: do it again, right, you know, you kind of get
• 36:54
  Speaker 3: you have.
• 36:55
  Speaker 1: The second time entrepreneur itch.
• 36:57
  Speaker 3: I think we all do always. I think once you've
• 36:59
  Speaker 3: done it once, you're are always thinking about like do
• 37:02
  Speaker 3: we need a new dating app in the world, Like
• 37:04
  Speaker 3: do we need Like yes.
• 37:05
  Speaker 1: The answer is yes. The answers yes exactly.
• 37:09
  Speaker 3: You know, you're constant your mind once you kind of
• 37:11
  Speaker 3: taste that there's something very exciting about building a company,
• 37:16
  Speaker 3: you know, before you get to like really having to
• 37:19
  Speaker 3: like the ebidolt exactly.
• 37:23
  Speaker 1: But it was interesting about that is I heard from
• 37:26
  Speaker 1: a VC and you would know better than me, So
• 37:28
  Speaker 1: tell me if I'm wrong that a lot of times
• 37:31
  Speaker 1: they are scared to invest with second time entrepreneurs. Oh
• 37:34
  Speaker 1: interesting because they don't feel like they want as own married.
• 37:38
  Speaker 2: They're like, yeah, it's hungry.
• 37:39
  Speaker 3: Oh yeah, that's interesting. I don't think I've ever heard
• 37:42
  Speaker 3: that side of it. I've actually heard with the second Yeah,
• 37:45
  Speaker 3: it's like the track record you've been through it, you know,
• 37:47
  Speaker 3: sort of the watchouts.
• 37:49
  Speaker 1: Can't wait to see the next company. That's okay. In
• 37:51
  Speaker 1: the spirit of questions, what's a question that you never
• 37:55
  Speaker 1: get asked that you think business owners could really learn from.
• 37:58
  Speaker 2: Maybe who's a comedian that you like? Because I mean
• 38:01
  Speaker 2: I think that, like, no one ever asked me that,
• 38:03
  Speaker 2: And I think that, like you really have to have
• 38:05
  Speaker 2: a sense of humor to be an entrepreneur, and so
• 38:10
  Speaker 2: like I don't like it. I don't know that's a
• 38:15
  Speaker 2: great answer, Okay, Bergazzi, Okoyd, I love I don't know
• 38:20
  Speaker 2: who that is. Wait, you're welcome the best.
• 38:22
  Speaker 1: Okay, I need a husband and then I'll do that.
• 38:25
  Speaker 2: I love this.
• 38:27
  Speaker 3: I've actually set three people up and they have kids
• 38:30
  Speaker 3: and great company's.
• 38:33
  Speaker 1: Okay, you're all moms. And I've seen so many tweets
• 38:36
  Speaker 1: that always say, if you want something done, give it
• 38:38
  Speaker 1: to a mom or hire a mom. How has motherhood
• 38:42
  Speaker 1: honed your business skills? Yeah, I mean multitasking, right, It's
• 38:48
  Speaker 1: exactly what you just said. Moms they do so much, right,
• 38:52
  Speaker 1: they do so much they don't get credit for they do.
• 38:55
  Speaker 1: Even beyond that, I mean, they have like multiple jobs
• 38:58
  Speaker 1: even throughout the day, they have multiple jobs, right, Like
• 39:01
  Speaker 1: even if you're working in the home, outside the home,
• 39:04
  Speaker 1: you have a whole other shift like that happens even
• 39:07
  Speaker 1: after dinner. You know that's nowhere else has it's endurance.
• 39:11
  Speaker 2: And then you just get used to this mental ability
• 39:14
  Speaker 2: to context shift and like focus in those context shifts.
• 39:18
  Speaker 3: And one other thing I think that's important. It's like
• 39:21
  Speaker 3: their whole life is interrupt driven. Yes, and that is
• 39:25
  Speaker 3: hugely that's a huge advantage if you're trying to run
• 39:28
  Speaker 3: a business, like start a business, you can't just set
• 39:31
  Speaker 3: aside time just to do that one thing. You're going
• 39:33
  Speaker 3: to get interrupt like, and I think that moms do
• 39:36
  Speaker 3: that the best.
• 39:37
  Speaker 2: They are, like they.
• 39:39
  Speaker 3: Deal with being interrupt driven better than any other even
• 39:42
  Speaker 3: sex like that, meaning like the sex, like men don't.
• 39:45
  Speaker 2: Men can't handle that. Like when your sex is interrupted,
• 39:49
  Speaker 2: you're still.
• 39:50
  Speaker 5: Fine, They're still fine, right, You're like, okay, fine, let's fillin.
• 39:56
  Speaker 2: But like they but you know what I mean, guys
• 39:59
  Speaker 2: like guy guys can't do that. They need to focus,
• 40:02
  Speaker 2: Like don't talk to me right now. And focus on something.
• 40:04
  Speaker 3: You know, that's not how you know you're in the
• 40:06
  Speaker 3: middle of it. You know how often the kids run
• 40:08
  Speaker 3: up and they're just like.
• 40:09
  Speaker 2: Exactly you're doing just your brain. You have multiple brands.
• 40:13
  Speaker 1: It's cool being a working mom. Cat you talk about
• 40:16
  Speaker 1: playing defense versus offense. I love this. I've never heard
• 40:19
  Speaker 1: anybody talk about this with parenting, And can you explain
• 40:23
  Speaker 1: why that's worked for you and your husband?
• 40:25
  Speaker 2: Totally?
• 40:25
  Speaker 3: So what you're referring to is when Quincy and I
• 40:28
  Speaker 3: had kids, we sort of talked about I'm going to
• 40:30
  Speaker 3: take defense and then you're going to take offense. And
• 40:32
  Speaker 3: what I mean by that is that, you know, when
• 40:34
  Speaker 3: the kids are babies zero to you know, I actually
• 40:37
  Speaker 3: think like sixth grade is the year.
• 40:39
  Speaker 2: So zero to sixth.
• 40:40
  Speaker 3: Grade, it's really so much of what parenting is is
• 40:43
  Speaker 3: about keeping these kids alive, right Like it's like, no, no,
• 40:46
  Speaker 3: don't go there, don't don't climb that, don't step there,
• 40:49
  Speaker 3: watch out for that car, don't go in the pool,
• 40:50
  Speaker 3: you know, and at.
• 40:51
  Speaker 2: The same time it's okay, can tell it. It's like, yeah,
• 40:54
  Speaker 2: it's a lot.
• 40:55
  Speaker 3: And then at some point it's not so much of
• 40:58
  Speaker 3: that blocking and tackling, and it's really more like strategy
• 41:01
  Speaker 3: that it shifts into this strategy mode. And when I say, like,
• 41:04
  Speaker 3: we are both very hands on parents still, but he
• 41:07
  Speaker 3: when it shifted to offense, that's like the strategy phase
• 41:10
  Speaker 3: of raising kids, which is more around like, Okay, what's
• 41:14
  Speaker 3: going to be you know, what's high school should.
• 41:16
  Speaker 2: They go to?
• 41:17
  Speaker 3: Or should they you know, think about going to boarding school?
• 41:19
  Speaker 3: Or is this a good school for them? And what
• 41:21
  Speaker 3: sports should they get into? And what should their activities
• 41:23
  Speaker 3: be and like sort of doing that whole that playing
• 41:27
  Speaker 3: that whole game of like and college and then and
• 41:30
  Speaker 3: what and then you know, and he's much better at
• 41:33
  Speaker 3: that stuff than I am. I knew that about us,
• 41:35
  Speaker 3: and so I kind of just assigned these roles for us.
• 41:37
  Speaker 3: I was like, I'm really good at defense, you're much
• 41:39
  Speaker 3: better at offense.
• 41:40
  Speaker 2: You're gonna take that. I'm gonna take this.
• 41:42
  Speaker 3: And what that allowed us to do is it's not
• 41:44
  Speaker 3: like that we're both still involved, but there's someone who's
• 41:48
  Speaker 3: focused on the strategy and planning portion of that, and
• 41:51
  Speaker 3: so he could have full focus on what he was
• 41:54
  Speaker 3: doing when I was focused on the defense. And then
• 41:58
  Speaker 3: it worked out because then at that point I could
• 42:01
  Speaker 3: put some of that on him.
• 42:02
  Speaker 2: That strategy work, and that allowed.
• 42:04
  Speaker 3: Me to be able to focus on the strategy of
• 42:06
  Speaker 3: building a business. And I just think that it's really
• 42:09
  Speaker 3: as a mom or as you know, I can't even
• 42:11
  Speaker 3: imagine single moms doing this, Like could you even imagine
• 42:14
  Speaker 3: that with no partner?
• 42:16
  Speaker 2: It's so hard. You just it takes a village, it
• 42:19
  Speaker 2: really does to do it all.
• 42:20
  Speaker 1: The three of you are so fun together. When I
• 42:23
  Speaker 1: met you originally you were at a party, the three
• 42:26
  Speaker 1: of you dancing, and you all have really different personalities,
• 42:29
  Speaker 1: but you really like you love each other. You get
• 42:31
  Speaker 1: along so well. I can imagine though that throughout these
• 42:35
  Speaker 1: years you've had different opinions on things.
• 42:38
  Speaker 6: Yeah, well, I'm sure for Sarga's the hardest because Nicole
• 42:41
  Speaker 6: and I are like really truly like sisters who fight
• 42:44
  Speaker 6: with each other, and poor Sarka's like, oh God, like
• 42:48
  Speaker 6: on zoom calls and stuff, it's like, do.
• 42:51
  Speaker 1: You get the final say? How does it work?
• 42:53
  Speaker 2: I mean I would just say that I so I
• 42:56
  Speaker 2: have a sister, I have siblings, and so I know
• 42:59
  Speaker 2: what's happened, right, And I think we all have final
• 43:03
  Speaker 2: say in different areas and we've just realized, like, yeah,
• 43:07
  Speaker 2: had our expertise and lanes, and then we come together
• 43:11
  Speaker 2: to talk about anything that we're grappling with. And sure,
• 43:14
  Speaker 2: there are definitely more disagreements with Cat and Nicole just
• 43:18
  Speaker 2: because they can. And but I don't think that any
• 43:20
  Speaker 2: of us have ever felt like, you know, disrespected or
• 43:24
  Speaker 2: not heard if there was something that we felt very
• 43:26
  Speaker 2: strongly about and could always you know, come to a decision.
• 43:30
  Speaker 3: So yeah, I think were we always were coming from
• 43:33
  Speaker 3: a place of respect because I like, I so respect
• 43:36
  Speaker 3: everything Sarka does and everything Nicole does, and also I
• 43:39
  Speaker 3: would never want to do those things, and you know,
• 43:42
  Speaker 3: so there was like there were such clear lanes, and
• 43:45
  Speaker 3: I think that really made for smooth interaction and when we,
• 43:50
  Speaker 3: like you said, when we wanted help or needed an
• 43:53
  Speaker 3: outside opinion or just wanted to bounce things off. There
• 43:56
  Speaker 3: were certain things we always decided on together, but like
• 43:58
  Speaker 3: for the most part, we basically let each other like
• 44:01
  Speaker 3: run in our lanes, which was great.
• 44:03
  Speaker 2: I think one thing about the three of us is
• 44:05
  Speaker 2: that we're all very solutions oriented too, So it was
• 44:08
  Speaker 2: like instead of getting tangled up in the problem or who,
• 44:11
  Speaker 2: it was like, it's just we all kind of common
• 44:13
  Speaker 2: goal and we're cool oriented around that.
• 44:17
  Speaker 1: And then when in doubt, dance it out exactly.
• 44:20
  Speaker 2: And we're in tequila exactly on tequila. We're not like
• 44:24
  Speaker 2: Sirius Tequila. We're on tequila.
• 44:27
  Speaker 1: The ultimate shot callers, the two of you girls who
• 44:31
  Speaker 1: call the shots. Are you ready to answer some questions?
• 44:33
  Speaker 2: Do it? Do it? Okay?
• 44:34
  Speaker 1: The first one? If your life were a cocktail, what
• 44:37
  Speaker 1: three ingredients or qualities would be essential?
• 44:40
  Speaker 3: I mean lime, simple syrup, twenty one seeds, cucumber, jalepeno, tequila.
• 44:45
  Speaker 2: Is mine, tequila, club soda, and a beautiful garnish.
• 44:50
  Speaker 1: What kind of garnish?
• 44:51
  Speaker 2: An orange slice, half of pear? I mean just fruit,
• 44:55
  Speaker 2: fruit and herbs. Okay.
• 44:56
  Speaker 1: What's the most attractive quality in another person? Confidence?
• 45:00
  Speaker 2: Their mind? You're so cerebral, the smart one, she's our
• 45:04
  Speaker 2: small you're smart.
• 45:04
  Speaker 1: I'm just you're both smart.
• 45:06
  Speaker 2: Yeah? Okay?
• 45:07
  Speaker 1: What TV show character did you want to be when
• 45:09
  Speaker 1: you were growing up?
• 45:10
  Speaker 3: I wanted to be Genie from I Dream of Genie
• 45:13
  Speaker 3: Great White. Yeah, you know why though I liked the
• 45:16
  Speaker 3: bottle that she lived in, I actually liked the bottle
• 45:19
  Speaker 3: she was.
• 45:20
  Speaker 1: I know, I feel like shadowing you.
• 45:25
  Speaker 2: I want to live in a bottle. I visualize an
• 45:28
  Speaker 2: ad right now, I'm like, how did she do the
• 45:32
  Speaker 2: little thing when she would make like when she read, Yeah, right,
• 45:35
  Speaker 2: she did the little thing like that. Yes, totally, so
• 45:38
  Speaker 2: I liked. There was a show called Gem in the
• 45:41
  Speaker 2: Hologram and I love Jem. She was a singer, but
• 45:45
  Speaker 2: she also was an executive in a music business which
• 45:49
  Speaker 2: is love and then later Sidney Bristow who was in
• 45:53
  Speaker 2: Ilias from Warner's character.
• 45:56
  Speaker 1: She's a good one, very badass celebrities.
• 45:59
  Speaker 3: Closet you love to raid for me because I'm not
• 46:02
  Speaker 3: a fashion person like I will. I wear the same
• 46:05
  Speaker 3: thing every single day. But that's not who I like.
• 46:08
  Speaker 3: In my head, I'd love to have like Lady Gaga's
• 46:11
  Speaker 3: closet for example, right, Like I would love over the top,
• 46:14
  Speaker 3: like in my mind that's how I should show up
• 46:16
  Speaker 3: in the world, but in reality, I wear the same
• 46:19
  Speaker 3: outfit every day, literally every single day.
• 46:21
  Speaker 1: Do you have decision fatigue? Like you're like, I don't
• 46:23
  Speaker 1: even want anything. Yes, I can't even go.
• 46:25
  Speaker 2: I don't buy clothes like ever.
• 46:27
  Speaker 3: Yeah, I'll usually steal them from Nicole or my husband
• 46:30
  Speaker 3: will like move things off the foot of the bed
• 46:32
  Speaker 3: because he can't. Like he I'll take the same outfit off,
• 46:36
  Speaker 3: put it on the chair. In the morning, I'll be like, oh,
• 46:38
  Speaker 3: that's a good outfit.
• 46:40
  Speaker 2: It was like a new outfit. And then he's the
• 46:42
  Speaker 2: point where he can't see it anymore, so then he'll
• 46:44
  Speaker 2: swap it out with something else from them that I
• 46:46
  Speaker 2: have in my closet.
• 46:47
  Speaker 3: Yeah, but in my mind, I'm running around like I'm
• 46:49
  Speaker 3: Lady Gaga.
• 46:50
  Speaker 2: I love that the meat dress. Would you wear that?
• 46:55
  Speaker 2: I really like it? Tell me would I want to
• 46:58
  Speaker 2: say something exciting like Cindy Oper from the eighties, but
• 47:01
  Speaker 2: I think in reality it would be like you know,
• 47:04
  Speaker 2: Gwyneth Paltrow's closet, like the pink dress. Oh yeah, iconic. Yeah, yeah,
• 47:08
  Speaker 2: it's a number of just like classic iconic outfits that
• 47:10
  Speaker 2: I feel like I would love.
• 47:12
  Speaker 1: To just you know, borrow tailored. Okay, what's something significant
• 47:16
  Speaker 1: that's changed about you in the past year.
• 47:18
  Speaker 2: Well, I got highlights.
• 47:22
  Speaker 1: I heard that you are moving houses, so highlights in comparison.
• 47:27
  Speaker 2: Okay, So I'm moving for the first time in ten years,
• 47:29
  Speaker 2: which is from you know, I'm moving from the house
• 47:31
  Speaker 2: that I basically raised my kids in and that's a
• 47:35
  Speaker 2: big change. I've actually just left a house full of
• 47:37
  Speaker 2: boxes and it's kind of amazing and a little emotional.
• 47:42
  Speaker 1: I'm just going to say, you must feel so sentimental.
• 47:44
  Speaker 2: I do. It's funny because I'm not like that sentimental
• 47:48
  Speaker 2: about objects usually, and it's more like people and experiences.
• 47:51
  Speaker 2: But leaving this house and packing things up is making
• 47:55
  Speaker 2: me like, yeah, it's it's a big change.
• 48:00
  Speaker 3: You can similarly, I'm an empty nester, Like, both my
• 48:04
  Speaker 3: kids are out of the house now. It's kind of crazy,
• 48:06
  Speaker 3: and so it's sort of like I'm discovering my husband again.
• 48:09
  Speaker 3: We can go anywhere we want. We can go, you know,
• 48:12
  Speaker 3: out to dinner without asking anybody. We don't have to
• 48:14
  Speaker 3: drive anybody around. It's actually quite liberating. Yeah, it's pretty cool.
• 48:19
  Speaker 3: I'm actually really loving it.
• 48:20
  Speaker 1: It's awesome that you still really love him, because I
• 48:22
  Speaker 1: hear a lot of people and rediscover their spouses and they're.
• 48:25
  Speaker 2: Like, actually, I know, I know.
• 48:27
  Speaker 3: And I was a little like I didn't know how
• 48:30
  Speaker 3: that was going to go. But we're actually having a
• 48:32
  Speaker 3: really good time. We're having a really good time and
• 48:34
  Speaker 3: we're doing like date stuff, which is fun.
• 48:36
  Speaker 1: Yeah, Okay, what's the most important lesson you've learned in
• 48:39
  Speaker 1: the last five years.
• 48:40
  Speaker 2: I think for me it's that balance is a myth. Yeah,
• 48:44
  Speaker 2: I've heard other people say that you can have it all,
• 48:47
  Speaker 2: but not all at the same time, and that is
• 48:51
  Speaker 2: basically the story of the last five years.
• 48:53
  Speaker 3: I would say, yeah, yeah, I think for me, I've
• 48:56
  Speaker 3: really learned about the power of like the fifteen minute break,
• 49:01
  Speaker 3: and literally I really subscribed to it.
• 49:04
  Speaker 2: It really just taking fifteen minutes to go.
• 49:07
  Speaker 3: I'll go and sit outside on my front porch for
• 49:10
  Speaker 3: fifteen minutes, or take a walk for fifteen minutes. I'll
• 49:13
  Speaker 3: work out for fifteen minutes. I used to think you
• 49:14
  Speaker 3: had to like get into full workout gear, you know,
• 49:17
  Speaker 3: go somewhere to do a workout. Don't do that anymore.
• 49:21
  Speaker 3: Like I am all about like fifteen minutes of changing something,
• 49:27
  Speaker 3: and I find it to be really effective.
• 49:30
  Speaker 1: Changes your state.
• 49:31
  Speaker 2: Totally, really love that, totally.
• 49:33
  Speaker 1: What's one thing you were saying doing eating or wearing
• 49:36
  Speaker 1: or listening to before it was cool? For me, it
• 49:39
  Speaker 1: was infusing tequila.
• 49:43
  Speaker 2: I don't think anyone was doing it.
• 49:45
  Speaker 3: They certainly weren't doing it in Mexico when we got.
• 49:49
  Speaker 2: Down there, and now everyone's doing it.
• 49:51
  Speaker 1: It's very cool. Not the same way.
• 49:53
  Speaker 2: I think I influence that, Oprah. I think I influence it.
• 49:57
  Speaker 1: I think you can.
• 49:58
  Speaker 2: I think she was at one of your party. Oh
• 50:01
  Speaker 2: she wasn't. I don't know. I wish I love Oprah.
• 50:04
  Speaker 2: I know for me, I guess I've been into sort
• 50:07
  Speaker 2: of like health food, weird functional medicine, but as my
• 50:11
  Speaker 2: friends would say, weird health food trends for a long time. Yep.
• 50:14
  Speaker 2: Just I think I'm like, I love experimenting and trying things.
• 50:17
  Speaker 3: And so yeah, Snarka was involved in doing the seaweed snacks,
• 50:21
  Speaker 3: you know those like then when.
• 50:23
  Speaker 1: Like, yes, my mom loves this.
• 50:24
  Speaker 2: Yeah, before anybody.
• 50:26
  Speaker 1: Was doing it, you were doing the first one.
• 50:28
  Speaker 2: Yeah, and I think I tried it before any American
• 50:30
  Speaker 2: had tried it because I liked seaweed snacks when I
• 50:33
  Speaker 2: was like eight years old. Yeah, I had a friend
• 50:35
  Speaker 2: from Korea. So yeah, I've always been like a food
• 50:38
  Speaker 2: and wellness kind of I don't know, early adopter.
• 50:41
  Speaker 1: Okay, cheers to the shop, to the car, the conversations
• 50:46
  Speaker 1: that can change everything. You guys are so awesome.
• 50:48
  Speaker 2: Love this. I love it. It's so excited to play.
• 50:51
  Speaker 1: Yeah, so it's now we have to go play at dinner.
• 50:56
  Speaker 2: Thank you for having us.
• 50:57
  Speaker 1: Thank you. Okay, you know what time it is. Today's
• 51:05
  Speaker 1: a good day to have a good day. I'll see
• 51:08
  Speaker 1: you next week.