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Right, right. 
We've got, we've warmed up now 

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you see. 
Right guys? 

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We've got coffee in front of us.
We've got mugs of coffee. 

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Cheers, guys. 
Cheers. 

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Let's give breakfast. 
Podcast take two. 

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There we go. 
Right. 

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00:00:13,360 --> 00:00:15,120
I guess you know what to do. 
Clap us in. 

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00:00:17,120 --> 00:00:19,520
Welcome to the Whiskey Stories 
podcast. 

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For me to add anyone to the the 
portfolio of what I import, they

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really have to be additive. 
They have to they have to have 

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something different. 
We don't want to just import the

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same stuff with different 
labels. 

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Like sometimes we can see a 
product like 99 and one from 

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living souls. 
Yeah, yeah, we, we knew that 

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that was going to be instantly. 
So I, we didn't have a 

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conversation about that. 
The first time I came to 

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Scotland. 
I, I, I called up my my current 

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and favorite wife, Melissa and 
only wife if we're folks who 

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listen and I thought you have to
come here. 

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It's it's incredibly amazing. 
Welcome along to Whiskey Stories

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podcast, myself, Graeme Cogar. 
We are back in the athletic arm,

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back in Diggers. 
But Angus, we're not where we 

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usually are. 
We really have gone up in the 

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world because we are sitting at 
the well in the bar. 

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Absolutely. 
Yeah. 

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We're in the main body of the 
Kirk, as we are. 

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We're actually at the bar. 
We're not sandwich between the 

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bar and the giant style. 
No, we're, we're underneath the 

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bar. 
We're not underneath the bar 

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even. 
We're we're sitting in because, 

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and that's because Diggers is 
crap and no one turns up. 

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Yeah, we've got the place to our
side, right? 

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Good luck. 
Kev's around the corners a bit. 

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Chuck a bottle at you. 
But we are. 

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No, it's, I mean, I don't know 
if we can officially call this a

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lock in. 
If anyone from the licensing 

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board is listening, it's we are.
We did check. 

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Everything's very. 
Licensed. 

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We haven't broken in, we haven't
stayed the night, we haven't 

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slept in. 
It isn't 3 o't o'clock in the 

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morning or anything. 
It's actually 10:00 in the 

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morning. 
It is, but when we turned up 

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this morning or when I turned up
this morning, there was a lock 

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on the. 
Door a lock Yeah, exactly. 

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We had to knock a specific way 
and get ourselves in the door. 

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Please don't do that if you do 
say WSP 15, you'll get a 15% 

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discount when you come in the 
morning, it's on your coffee. 

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But no, we're, we're here. 
It's because today we are off to

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the Independent Spirits Festival
down in Leith. 

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Which I could not be more 
excited about. 

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I'm really. 
I've, I mean, last year Ross 

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occasionally over this podcast, 
he was there, he spoken, can I 

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go in terms about how good this 
festival was and looking at the 

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I didn't see the line up for 
last year, but I've seen the 

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line up for this year and I'm 
really, really excited. 

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Absolutely. 
I think it was actually a one 

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off last year. 
What I was told was basically 

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someone said you need to do that
again. 

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If you don't do it again, I'm 
going to do it or I'll get 

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somebody else to do it because 
it's such a popular run. 

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It's a purely independent 
bottler, spirits, independent 

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bottler, whiskey festival. 
So only independent bottlers. 

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They're really looking forward 
to it, but and. 

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As you can see from the sunshine
coming in, we've got a fantastic

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day. 
Cracking day for spending the 

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whole day inside. 
Drinking, but we've a year ago 

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this morning, I guess. 
Yes, we were having breakfast 

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with the gentleman who's joined 
us today, Howard Sax. 

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Howard, how are you? 
I'm doing fantastic, fantastic. 

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Great to great to have you here.
Great to see you now. 

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A year ago just now, I guess 
this weekend was our Dormac 

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trip, which is mental because 
the the fact that 12 months ago 

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I know it it. 
It seems like it was about two 

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weeks ago. 
It was great. 

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And yeah, and we were sitting 
there with Phil and Simon on the

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Friday night in the Dormac 
Castle Hotel. 

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We just recorded our first 
episode with Phil and Simon 

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where they brought out so much 
risky for us down in their 

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little in their. 
It's a seller room that we had. 

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Yeah, bro, all these drams, we'd
had a chat. 

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Then they said up the stairs, 
we'll get some dinner. 

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And we're sitting having dinner.
And Phil kind of said, I hope 

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you don't mind, but we're going 
to ask this guy to come and join

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us. 
His name's Howard. 

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He's come all the way from the 
States. 

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So Howard went and sat down and 
we were like, hi, Howard, nice 

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to meet you. 
Yeah, great. 

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And then we asked you, what do 
you do? 

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So tell everybody, Howard, who 
are you and what do you do? 

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So I'm Howard Sachs. 
I'm the founder of an import 

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company, Sachs Dynamic 
Operations. 

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I'm I've been just a massive fan
of Scotch whiskey and I started 

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the company to bring more great 
Scotch into the US. 

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We're a national importer. 
I import for Hollywood 

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00:04:03,960 --> 00:04:05,920
distillery, Annandale 
Distillery. 

96
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I love some independent 
bottlers. 

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So we're we're the importer for 
Lady, the Glen, Living Souls, 

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the whiskey broker brands and 
Bartels we we import for as well

99
00:04:16,560 --> 00:04:18,240
the Highland layered brands. 
Nice. 

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So yeah, because that's that's 
the crazy thing about this 

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morning and that's why we 
managed to all hook up again, is

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the fact that like this time 
last year. 

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So we met you, Phil, Phil 
invited you onto the table, 

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which was great. 
We sat there. 

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We had some really, really the 
pizzas up at the northern 

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castle. 
Oh absolutely fantastic. 

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And then you know, I had a few 
drams, had a good night. 

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Then the next day we were just, 
oh there's that Howard guy at 

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breakfast when we sat and had 
breakfast together as well. 

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So literally a year to the day 
at this time probably we were 

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sitting enjoying a nice 
breakfast at Dorner Castle 

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Hotel. 
And here we are now a year on 

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Diggers and you've not stayed in
Scotland for the year, You've 

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been waiting in the States and 
come back again. 

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So you've been here, How long 
have you been in Scotland for 

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this trip? 
About two weeks I was, I was 

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here last week and then the week
before and I'll stay for the 

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festival because it, it's just 
the independent Spirits Festival

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is an incredible place with so 
many great brands, so many great

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brands, so much energy in the 
room. 

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It seems like everyone from 
around the world that is into 

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independent whiskey is here. 
Because you went to this 

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festival. 
Last year I did go yeah, yeah. 

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So some of our suppliers were in
the, the film independent 

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00:05:21,440 --> 00:05:23,520
spirits or I should say series, 
the four part series, 

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00:05:23,920 --> 00:05:28,600
independent series that I think 
is, is really how to educate 

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people globally about, about 
what's so special about 

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independent. 
Bottlers Well, that's the thing,

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because the story behind this 
festival was effectively 

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basically, now the names have 
completely gone away from me, 

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but there was a, there was a, a 
docu series or document movie 

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done by independent bottlers, 
independent bottling of Scotch 

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and a lot of familiar faces in 
that throughout the, the people 

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that we've spoken to and met 
and, and some big names in the 

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industry as well. 
And I think they did their they 

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did the launch last year of 
this. 

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And then at the back of it, they
just had a sort of festival at 

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the same time. 
And like I say, I think that was

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always just going to be that was
the launch. 

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That was just it. 
And then basically people said, 

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by the way, this is really, 
really, really, really good. 

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Yes, we need to be doing it 
again. 

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Yeah. 
And basically here we are a year

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on and we've got the we've got 
the, the festival down at Leith 

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today, which I'm really excited.
But now it's like what Angus was

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saying earlier as well. 
I think it was Greg Urquhart and

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a few other guys I've spoken to 
have just said that the day was 

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just incredible. 
When we talk about whiskey 

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festivals, we've covered a lot 
of whiskey festivals, I guess. 

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Yeah, we've covered quite a few.
We've been to Helmsborough for 

151
00:06:32,320 --> 00:06:34,080
the IT was. 
Loman and Clyde. 

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00:06:34,080 --> 00:06:36,640
Loman and Clyde, Yeah. 
We've been to, obviously we've 

153
00:06:36,760 --> 00:06:39,640
been a couple of times to the 
one in Murrayfield in Edinburgh,

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00:06:39,640 --> 00:06:41,200
Edinburgh, Edinburgh Whiskey 
Festival. 

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00:06:41,360 --> 00:06:43,440
Yeah, Whiskey friends as. 
Well whiskey, fried and Fife. 

156
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Whiskey and Fife as well. 
Festival, so we've we've been to

157
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a fair share. 
We have and the thing about them

158
00:06:49,720 --> 00:06:51,160
is. 
Even that is a drop in the water

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00:06:51,160 --> 00:06:52,960
compared to what there is. 
Oh well, there is and. 

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There's so many out there. 
So when you do have people 

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saying people in the industry, 
people who know the 2 two ways 

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of looking at it is you have 
people in the industry who say 

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this is the best whiskey 
festival we've done. 

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And then you have people in the 
industry who go to festivals and

165
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other people who do go to a lot 
of whiskey festivals saying I'm 

166
00:07:12,320 --> 00:07:13,960
coming to this because it is up 
there. 

167
00:07:13,960 --> 00:07:17,960
I think Whiskey Fringe will 
always be seen as like the main 

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00:07:19,000 --> 00:07:21,400
big whiskey festival in 
Edinburgh. 

169
00:07:21,480 --> 00:07:23,640
Yeah, in Scotland. 
Then you have whiskey Paris 

170
00:07:23,640 --> 00:07:25,760
live. 
You have Whiskey London, London 

171
00:07:26,720 --> 00:07:28,320
live, London. 
Is it London live or whiskey in 

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00:07:28,320 --> 00:07:28,920
London? 
Whatever. 

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And you have actually don't. 
If Chuck was here, he'd be 

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00:07:32,680 --> 00:07:34,720
saying you have the Chichiboo 
Fest out in Japan. 

175
00:07:34,720 --> 00:07:37,480
Absolutely, they're global, but 
this is what what makes a good 

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00:07:37,480 --> 00:07:39,160
whiskey festival. 
And I think that's a question 

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00:07:39,160 --> 00:07:41,760
that we do want to ask a little 
bit more about is what makes a 

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00:07:41,760 --> 00:07:44,080
good whiskey festival. 
And I think one of the things 

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00:07:45,040 --> 00:07:48,960
that I'll say is that when you 
have a room full of just indie 

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00:07:48,960 --> 00:07:51,440
bottlers, we've been lucky 
enough to go to Whiskey Fringe a

181
00:07:51,440 --> 00:07:54,120
couple of Times Now, I guess. 
And the downstairs better 

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00:07:54,120 --> 00:07:58,240
Whiskey Fringe is a sort of 
independent newish distilleries 

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00:07:58,240 --> 00:08:00,560
and independent. 
And what everyone always says is

184
00:08:00,560 --> 00:08:03,360
it is the busiest. 
Yeah, part of the festival 

185
00:08:03,360 --> 00:08:05,480
because. 
There is that diversity there 

186
00:08:05,480 --> 00:08:10,600
and there is that, you know, you
know that people will be, you 

187
00:08:10,600 --> 00:08:12,000
know, having interesting 
releases. 

188
00:08:13,680 --> 00:08:15,520
You know there'll be there'll be
different things that you can 

189
00:08:15,520 --> 00:08:18,240
try. 
Yeah, and, and it's good fun and

190
00:08:18,240 --> 00:08:22,000
you're meeting people who, and 
not that everyone else doesn't, 

191
00:08:22,000 --> 00:08:24,120
but you know, you can go to a 
whiskey festival and you can 

192
00:08:24,120 --> 00:08:26,400
have a big brand there. 
And that big brand will have 

193
00:08:26,920 --> 00:08:29,960
maybe a brand advocacy team or a
brand ambassador. 

194
00:08:30,360 --> 00:08:32,600
And, and that's fine. 
And that's great because there's

195
00:08:32,600 --> 00:08:35,919
some fantastic brand ambassadors
out there like Mike Brown and, 

196
00:08:35,919 --> 00:08:37,240
and some of the other guys that 
we've met. 

197
00:08:37,240 --> 00:08:39,679
So getting a chance to speak to 
those guys, you see the passion 

198
00:08:39,679 --> 00:08:43,080
coming through. 
Other brands might even put 

199
00:08:43,080 --> 00:08:45,000
somebody like Stephen Woodcock 
on the stand. 

200
00:08:45,200 --> 00:08:47,320
And you know, then you're 
getting a chance to actually 

201
00:08:47,320 --> 00:08:50,680
meet the guy who's blending it 
and who's has a fingerprint on 

202
00:08:50,680 --> 00:08:52,200
the whiskey. 
But when you go to an 

203
00:08:52,200 --> 00:08:55,520
independent, the section of the 
independent or you're going 

204
00:08:55,520 --> 00:08:57,400
somewhere, it's all independents
that are in there. 

205
00:08:57,840 --> 00:09:00,840
You're meeting the people who 
are literally doing it. 

206
00:09:01,000 --> 00:09:03,240
You know, Woody and Megan will 
be there today and they'll be 

207
00:09:03,240 --> 00:09:05,240
sitting there standing there on 
the thing and they'll be talking

208
00:09:05,240 --> 00:09:07,520
about what they're doing. 
George and Rachel Keebel, you'll

209
00:09:07,520 --> 00:09:09,000
have the Thompson brothers will 
be down. 

210
00:09:09,000 --> 00:09:13,240
And it's basically it is these 
guys are what we're giving you 

211
00:09:13,240 --> 00:09:15,200
is what we've physically made 
ourselves. 

212
00:09:15,400 --> 00:09:17,800
Absolutely. 
And it's a very good point, 

213
00:09:17,800 --> 00:09:19,480
Graham, because what you're 
saying is not only is a great 

214
00:09:19,480 --> 00:09:22,080
chance to try the whiskey and 
try maybe something a wee bit 

215
00:09:22,080 --> 00:09:24,360
different that they might have 
at the festival, etcetera, I'm 

216
00:09:24,360 --> 00:09:27,000
sure people will be bringing 
special bottles along. 

217
00:09:27,840 --> 00:09:30,720
It's also a great opportunity, 
like you said, to speak to the 

218
00:09:30,720 --> 00:09:34,360
producer, speak to those people,
ask questions, get to know about

219
00:09:34,360 --> 00:09:36,080
what these brands do, how they 
do it. 

220
00:09:36,080 --> 00:09:38,960
But you know, if you're a 
whiskey fringe and you are 

221
00:09:38,960 --> 00:09:41,640
speaking at the refind, I had a 
rare find you. 

222
00:09:41,680 --> 00:09:42,920
They just had a couple of 
chances. 

223
00:09:42,920 --> 00:09:48,800
Like what we did see from that 
is actually such an engaged 

224
00:09:48,800 --> 00:09:50,400
audience. 
People were asking us these 

225
00:09:50,400 --> 00:09:52,800
questions that really should 
have been asking the producers. 

226
00:09:52,840 --> 00:09:53,360
Right. 
Yeah, yeah. 

227
00:09:53,640 --> 00:09:56,160
But also it's the second side of
it. 

228
00:09:56,160 --> 00:10:00,240
The secondary part from a brand 
perspective is it's the people 

229
00:10:00,240 --> 00:10:02,160
who are coming in are important.
Yes. 

230
00:10:02,160 --> 00:10:06,400
Now, I'm not going to slaughter 
any, any whiskey festival in 

231
00:10:06,400 --> 00:10:09,400
general. 
But when you get a group of 

232
00:10:09,480 --> 00:10:12,480
engaged people who know what 
basically what you know is that 

233
00:10:12,480 --> 00:10:14,560
this room is going to be full of
whiskey geeks. 

234
00:10:14,840 --> 00:10:17,200
Yeah, right. 
So the geeks have. 

235
00:10:17,360 --> 00:10:19,960
This is where they're all going.
This is Comic Con. 

236
00:10:20,280 --> 00:10:22,680
There are this is, you know, for
whiskey geeks. 

237
00:10:22,680 --> 00:10:25,400
This is. 
This is it, you know, and. 

238
00:10:25,600 --> 00:10:27,840
We even got dressed up. 
We've got yeah, we've got our 

239
00:10:27,840 --> 00:10:29,800
teachers, we're cosplaying, 
we're broadcasters. 

240
00:10:30,600 --> 00:10:33,280
But that because. 
But there is a danger You we've 

241
00:10:33,280 --> 00:10:34,800
seen it ourselves. 
It's a long day. 

242
00:10:34,800 --> 00:10:37,040
You're standing on a stall and 
you're pouring whiskey. 

243
00:10:37,040 --> 00:10:39,400
And then what you have is you 
have one person that comes. 

244
00:10:39,520 --> 00:10:42,000
There are people who walk about 
these festivals with pens and 

245
00:10:42,000 --> 00:10:43,400
paper and notepads, right? 
Oh, yeah. 

246
00:10:43,400 --> 00:10:44,080
Great. 
Yeah. 

247
00:10:44,280 --> 00:10:45,800
They're coming up and going, 
right? 

248
00:10:46,160 --> 00:10:48,040
I've researched that you're 
going to be here. 

249
00:10:48,040 --> 00:10:51,880
I've found that you've got, you 
know, an unnamed lowland. 

250
00:10:52,520 --> 00:10:54,800
I want to, I want to try it and 
I want to talk about it and I 

251
00:10:54,800 --> 00:10:56,480
want to hear about it. 
Great. 

252
00:10:56,480 --> 00:10:58,640
Then it gives us an or it gives 
the brand an opportunity to 

253
00:10:58,640 --> 00:11:01,560
speak to them. 
Then also you just get people 

254
00:11:01,560 --> 00:11:03,760
that are just literally walking 
around going oh, I'll try some 

255
00:11:03,760 --> 00:11:04,800
of that or oh, I'll try 
something. 

256
00:11:04,800 --> 00:11:07,320
That's now of course, we always 
advocate please festival 

257
00:11:07,320 --> 00:11:11,320
responsibly, OK, But you do just
get people sometimes that just 

258
00:11:11,320 --> 00:11:14,320
go like we interviewed a guy at 
the Roman and Clyde Whiskey 

259
00:11:14,320 --> 00:11:16,640
Festival. 
I said, what have you tried 

260
00:11:16,640 --> 00:11:20,360
today? 
And he went row one, right? 

261
00:11:20,480 --> 00:11:23,480
And I went, OK, And I said, 
Ellie, stand out. 

262
00:11:23,480 --> 00:11:27,360
And he went, it all just tastes 
like whiskey, but that's fine. 

263
00:11:27,360 --> 00:11:28,560
That's his prerogative. 
He was there. 

264
00:11:28,920 --> 00:11:31,120
So this is where you're 
literally going to get you're 

265
00:11:31,120 --> 00:11:33,920
not going to get people going. 
Can I try your most expensive or

266
00:11:33,920 --> 00:11:36,600
can I try your oldest whiskey? 
What they're going to say is 

267
00:11:36,600 --> 00:11:39,600
they're going to say, can I, can
I, can I try what? 

268
00:11:40,080 --> 00:11:42,280
I really like ROM casts. 
I want to try all the. 

269
00:11:42,280 --> 00:11:44,320
ROM casts finishes, so I'm 
looking forward to it. 

270
00:11:44,320 --> 00:11:46,440
But Howard, right. 
Talk us through your journey. 

271
00:11:46,440 --> 00:11:51,840
How did you get any whiskey? 
So I've always like since I 

272
00:11:51,840 --> 00:11:54,080
became drinking age have have 
enjoyed whiskey. 

273
00:11:54,080 --> 00:11:56,480
Which is of course like 3 or 4 
years after we overcame the 

274
00:11:56,520 --> 00:12:01,680
drinking age of these. 
Days unfortunately, but I, I was

275
00:12:01,680 --> 00:12:06,800
in consulting and I, I did tax 
consulting and large projects 

276
00:12:06,800 --> 00:12:10,320
and I'd be on the road with 
project teams and you'd go out 

277
00:12:10,320 --> 00:12:13,520
it, you'd get in early, you'd 
work late, you'd go out, you'd 

278
00:12:13,520 --> 00:12:15,920
have, you'd have some drinks to 
unwind. 

279
00:12:17,040 --> 00:12:21,800
And I was, I was on a project, I
think where I really began my, 

280
00:12:22,400 --> 00:12:26,440
my love of Scotch was, I was in 
a project in London and it 

281
00:12:26,440 --> 00:12:29,080
wasn't a long term project, but 
I was out there for weeks at a 

282
00:12:29,080 --> 00:12:32,200
time and I discovered what, 
what? 

283
00:12:32,200 --> 00:12:37,000
Well, in London, cash strength 
and independent bottled Scotch, 

284
00:12:37,720 --> 00:12:41,680
particularly I, I had a bottle 
from the whiskey exchange that 

285
00:12:41,680 --> 00:12:43,880
was their Christmas mall. 
It was a Glenn Farkle in there. 

286
00:12:43,880 --> 00:12:47,080
It was a cash strength and it 
was just, it was just 

287
00:12:47,080 --> 00:12:50,960
incredible. 
And so I think that that was 

288
00:12:51,080 --> 00:12:55,760
that was my, the start of my 
journey was start with having 

289
00:12:56,080 --> 00:13:00,000
just social like drinks, like a 
Doer's or Johnnie Walker. 

290
00:13:00,000 --> 00:13:04,680
And then when I when I came to 
the UK from from the US and got 

291
00:13:04,680 --> 00:13:08,160
exposure to to some of the great
distilleries in Scotland and 

292
00:13:08,160 --> 00:13:11,560
what they were able to produce 
at at at non chill, filtered at 

293
00:13:11,600 --> 00:13:17,400
at at higher strengths, it 
really got me thinking and 

294
00:13:17,400 --> 00:13:20,120
wanting to explore what else is 
out there. 

295
00:13:20,120 --> 00:13:22,840
And when is this roughly time 
wise what we're talking? 

296
00:13:22,840 --> 00:13:24,160
How? 
Many years ago, yeah. 

297
00:13:24,160 --> 00:13:29,320
So. 2016 was the first time I 
went out there and then 2018 I 

298
00:13:29,320 --> 00:13:34,760
would say was when I started to 
get down in the deep end where I

299
00:13:34,760 --> 00:13:37,240
was, I was seeing the 
independent bottlers and, and 

300
00:13:37,240 --> 00:13:40,760
looking for, for distilleries 
that didn't have releases that 

301
00:13:40,760 --> 00:13:44,200
were usually used for, not for, 
for blending, not not 

302
00:13:44,200 --> 00:13:46,240
necessarily as as a, as a single
mall. 

303
00:13:47,480 --> 00:13:50,920
So you were doing that on your 
kind of personal level. 

304
00:13:50,920 --> 00:13:53,960
You were just seeing those 
different whiskeys that cast 

305
00:13:53,960 --> 00:13:55,800
strength whiskeys, independent 
bottlers. 

306
00:13:56,200 --> 00:13:58,640
How long then until you started 
your business then? 

307
00:13:58,920 --> 00:14:04,280
Yes, I, I, I continued to do 
consulting through, through 2022

308
00:14:04,960 --> 00:14:09,520
and towards the, the end of the 
pandemic, I got to be managing 

309
00:14:09,520 --> 00:14:14,560
director at a large global firm.
And I, I found myself 

310
00:14:14,560 --> 00:14:17,040
unsatisfied with, with where I 
was. 

311
00:14:17,040 --> 00:14:20,600
I got to the, the, the pinnacle,
so to speak, at what I thought 

312
00:14:20,600 --> 00:14:23,960
was the most prestigious firm 
and, and doing the kind of work 

313
00:14:23,960 --> 00:14:26,040
that I wanted to do with the 
level I wanted to do it. 

314
00:14:26,320 --> 00:14:29,640
But I, I, I was just 
unsatisfied. 

315
00:14:29,640 --> 00:14:33,800
I, I didn't, I didn't think that
this was how I wanted to spend 

316
00:14:33,800 --> 00:14:37,080
my life. 
And so I, I, I left what, what 

317
00:14:37,240 --> 00:14:40,240
at that point it was, it was a 
hard, you know, summit to climb,

318
00:14:40,240 --> 00:14:44,040
but I had got to, to there. 
And I, I said, I want to do 

319
00:14:44,320 --> 00:14:47,320
something entrepreneurial. 
And so I, I wrote some business 

320
00:14:47,320 --> 00:14:51,360
plans and I, I promised my, my 
wife I would operate no more 

321
00:14:51,360 --> 00:14:53,160
than three entrepreneurial 
businesses at once. 

322
00:14:53,200 --> 00:14:58,680
And and and I'm still on the 
first business. 

323
00:14:59,760 --> 00:15:02,400
Well, that's good, man. 
That's really good. 

324
00:15:03,560 --> 00:15:08,160
I wrote the and I thought that 
there was I and I still believe 

325
00:15:08,160 --> 00:15:12,960
it, that it's just logistically 
and operationally and from a 

326
00:15:12,960 --> 00:15:17,320
regulatory perspective, it's 
hard to operate in the US, 

327
00:15:17,320 --> 00:15:21,480
especially with single cast cash
strength whiskeys, the stuff I 

328
00:15:21,480 --> 00:15:24,440
like. 
And I sought, I sought to use my

329
00:15:24,440 --> 00:15:30,480
experience with, with regulators
and, and with, with process to, 

330
00:15:30,640 --> 00:15:35,080
to try to, to come up with a way
to efficiently get the, the 

331
00:15:35,200 --> 00:15:37,680
kinds of whiskeys that I loved. 
The stuff that was that was 

332
00:15:37,680 --> 00:15:41,160
single casket was limited 
release into the US and 

333
00:15:41,160 --> 00:15:45,160
available for consumers to to 
easily purchase and and get into

334
00:15:45,160 --> 00:15:48,280
their home bars and and into to 
their their glasses ultimately. 

335
00:15:48,640 --> 00:15:50,520
'Cause it's a niche. 
You're niche, Dang, aren't you? 

336
00:15:50,520 --> 00:15:54,280
Because when you going back 
before you even started the 

337
00:15:54,280 --> 00:15:56,960
business and came up with a 
business plan, you know, we've 

338
00:15:56,960 --> 00:15:59,120
got Scott Moore. 
Hello, Scott. 

339
00:16:00,120 --> 00:16:02,360
And his current wife out there 
in the States. 

340
00:16:02,520 --> 00:16:04,520
And Scott. 
Scott will travel around the 

341
00:16:04,520 --> 00:16:08,160
country with the work that he 
does with the Memphis Symphony 

342
00:16:08,160 --> 00:16:11,560
Orchestra. 
He is travelling a lot for work.

343
00:16:11,560 --> 00:16:14,000
And what he'll be able to do is 
he'll be able to work out, oh, I

344
00:16:14,000 --> 00:16:16,440
could go to this state and I 
know I can get this supporter 

345
00:16:16,440 --> 00:16:17,160
and hear that. 
Yeah. 

346
00:16:17,160 --> 00:16:20,000
And he, he is looking. 
I mean, the thing that really 

347
00:16:20,000 --> 00:16:23,520
gave us introduction to Scott 
was when it was a weekend DRAM 

348
00:16:23,520 --> 00:16:27,400
roll call and Ross spotted some 
really obscure. 

349
00:16:27,720 --> 00:16:30,720
It was a Black Adder. 
I think it was like an Inver 

350
00:16:30,720 --> 00:16:32,040
Gordon 50 or something like 
that. 

351
00:16:32,040 --> 00:16:34,920
It was an old grain whiskey 
bottle by Black at our 

352
00:16:34,920 --> 00:16:36,560
Independent bottle. 
Yeah, and Ross and. 

353
00:16:36,560 --> 00:16:38,280
Ross went. 
How have you got that in 

354
00:16:38,280 --> 00:16:39,840
America? 
Where did you find this? 

355
00:16:39,840 --> 00:16:42,200
And then that triggered him to 
do his that triggered him to do 

356
00:16:42,200 --> 00:16:45,080
his video, which was great. 
And it was started the video of 

357
00:16:45,080 --> 00:16:48,800
people showing their bars and we
saw whiskey shed PM from from 

358
00:16:48,800 --> 00:16:52,920
Bob cutting and we've seen we've
seen Craig Darling's bar 

359
00:16:52,960 --> 00:16:56,480
absolutely fantastic. 
But point being is there are 

360
00:16:56,520 --> 00:16:59,480
there are people out in America,
in the States and all over the 

361
00:16:59,480 --> 00:17:02,080
world really, but in America 
that we'll be searching for 

362
00:17:02,520 --> 00:17:06,280
unique and bespoke whiskeys. 
And how easy is that to explain 

363
00:17:06,280 --> 00:17:08,640
it from where we're sitting in a
pub with over 800 bottles of 

364
00:17:08,640 --> 00:17:11,560
whiskey and a bridge of 
independent bottlers, how easy 

365
00:17:11,560 --> 00:17:13,280
is it for the consumer in the 
States? 

366
00:17:13,400 --> 00:17:16,040
So when you've come back from 
London, as you're going far 

367
00:17:16,040 --> 00:17:19,319
less, you've you've gone right 
and I need to find more, not not

368
00:17:19,319 --> 00:17:21,319
just your standard OB's on the 
shelf. 

369
00:17:21,680 --> 00:17:24,920
How hard is that? 
It's, it's, it can be incredibly

370
00:17:25,119 --> 00:17:27,839
difficult, especially depending 
on which state you're in. 

371
00:17:27,839 --> 00:17:30,880
So at the time, I was living in 
the state of Pennsylvania, which

372
00:17:30,880 --> 00:17:34,080
is what what we call a control 
state, meaning the government 

373
00:17:34,080 --> 00:17:36,680
has controlled monopoly on the 
retail tier. 

374
00:17:37,280 --> 00:17:41,360
So this is maybe a bit like in 
Sweden where the kind of the 

375
00:17:41,360 --> 00:17:43,840
liquor stores and Sweden are all
kind of government owned. 

376
00:17:43,880 --> 00:17:46,360
Yeah, you've got a limited 
selection of what you can buy. 

377
00:17:46,360 --> 00:17:49,400
Is that the same idea? 
In in certain states, yeah. 

378
00:17:49,480 --> 00:17:51,040
Yeah. 
So each state is different, 

379
00:17:51,040 --> 00:17:52,680
their own, their own little 
fiefdoms. 

380
00:17:52,760 --> 00:17:54,560
Yeah. 
But in Pennsylvania, there's a 

381
00:17:54,680 --> 00:17:58,000
there's a Pennsylvania Liquor 
Control Board and there's a 

382
00:17:58,000 --> 00:18:02,200
buyer for spirits. 
And that buyer for spirits is in

383
00:18:02,200 --> 00:18:05,320
charge of buying the the, the 
what's going to be in the 

384
00:18:05,320 --> 00:18:07,000
physical stores throughout the 
state. 

385
00:18:07,040 --> 00:18:08,640
Just one person. 
Basically. 

386
00:18:08,800 --> 00:18:12,320
So they have full control. 
So if that person doesn't think 

387
00:18:12,320 --> 00:18:14,880
that whiskey is really that big 
a business and decides that 

388
00:18:14,880 --> 00:18:18,520
tequila or rum or cognac is a 
bigger opportunity, then 

389
00:18:18,520 --> 00:18:21,600
basically the shop shelves will 
be full of that but not and 

390
00:18:21,600 --> 00:18:23,160
you'll get limited whiskey on 
there. 

391
00:18:23,360 --> 00:18:26,320
You'll have limited Scotch in 
there because they might think 

392
00:18:26,320 --> 00:18:28,840
Scotch is in a good category 
because they what they've chosen

393
00:18:28,840 --> 00:18:31,560
is a moving. 
Yeah, Well, that's the next 

394
00:18:31,560 --> 00:18:31,840
thing. 
Yeah. 

395
00:18:31,840 --> 00:18:33,280
Because I want to dive into 
this. 

396
00:18:33,400 --> 00:18:36,800
I really want to go into how it 
works because I don't know if 

397
00:18:36,800 --> 00:18:38,840
I've told you, Angus, but I was 
actually in India for a wee 

398
00:18:38,840 --> 00:18:40,080
while at the beginning of the 
year. 

399
00:18:40,080 --> 00:18:41,360
Yeah, Really. 
Yeah, I was over there. 

400
00:18:41,360 --> 00:18:44,520
I don't know, I wondered where 
you are, but, but I've done a 

401
00:18:44,520 --> 00:18:47,360
lot of conversations about India
and Indian market. 

402
00:18:47,360 --> 00:18:50,320
And we've, we've done podcast 
episodes where we've discussed 

403
00:18:50,320 --> 00:18:53,160
the the challenges and the way 
that India's set up. 

404
00:18:53,320 --> 00:18:55,760
But we've never, we've spoken to
Scott Moore about it, who's a 

405
00:18:55,760 --> 00:18:58,440
consumer, and he talks about how
difficult it is for him to get 

406
00:18:59,040 --> 00:19:02,000
to get easier, how tricky it is 
depending state by state. 

407
00:19:02,400 --> 00:19:04,280
So what it what is the system in
the States? 

408
00:19:04,280 --> 00:19:08,080
Then explain it to us as easily 
as you possibly can so we can 

409
00:19:08,080 --> 00:19:10,640
understand how hard or how easy 
it is to get whiskey in America.

410
00:19:10,640 --> 00:19:12,480
Yeah. 
So we, we have a, I'll start at 

411
00:19:12,480 --> 00:19:14,360
the top level. 
We have a, we have a three tier 

412
00:19:14,360 --> 00:19:17,560
system where you've got, you've 
got the producer tier. 

413
00:19:18,160 --> 00:19:20,160
Those are the people that that 
make the products. 

414
00:19:20,400 --> 00:19:23,120
You have the wholesale tier. 
That's where I sit. 

415
00:19:23,840 --> 00:19:26,720
Those are people that that 
import the products and sell to 

416
00:19:26,720 --> 00:19:29,200
one another and includes local 
distributors in each state. 

417
00:19:29,200 --> 00:19:32,600
Each state likes to to protect 
themselves and have local people

418
00:19:32,600 --> 00:19:34,200
doing distribution within their 
state. 

419
00:19:34,440 --> 00:19:37,360
And then you have the retail 
tier and that includes stores 

420
00:19:37,360 --> 00:19:43,360
and bars and pubs and all the on
premise and off premise items 

421
00:19:44,560 --> 00:19:48,200
within the so you get licensed 
unlicensed at at the national 

422
00:19:48,200 --> 00:19:51,920
level by the TTB for for 
wholesale and and import. 

423
00:19:51,920 --> 00:19:53,320
And the TTB or who? 
Sorry, that's. 

424
00:19:53,600 --> 00:19:57,040
The the federal government. 
That's federal government tax 

425
00:19:57,040 --> 00:19:57,920
and trade. 
Bureau. 

426
00:19:57,920 --> 00:20:00,680
There they go, the Bureau. 
Guys at the Bureau. 

427
00:20:02,080 --> 00:20:03,400
They've been good to, they've 
been good to work with. 

428
00:20:03,400 --> 00:20:05,560
I have no complaints working 
with the TTBI. 

429
00:20:05,960 --> 00:20:07,920
When they interviewed me, they 
asked if I was going to pay my 

430
00:20:07,920 --> 00:20:10,320
taxes and I said, Oh yeah, I'll 
pay my and then that. 

431
00:20:10,320 --> 00:20:12,160
Then things went a lot easier 
after. 

432
00:20:13,120 --> 00:20:15,240
They want to make things as long
as you're paying taxes. 

433
00:20:15,240 --> 00:20:17,200
You get your license for the TTB
then, right? 

434
00:20:17,400 --> 00:20:19,000
So you're licensed. 
So then what happens? 

435
00:20:19,080 --> 00:20:21,200
So then we have, I have a state 
license, so I have state 

436
00:20:21,200 --> 00:20:23,680
licenses. 
My home state is Florida now. 

437
00:20:24,640 --> 00:20:26,000
Really great place to do 
business. 

438
00:20:26,440 --> 00:20:27,880
Hello to the Tampa Bay Whiskey 
Club. 

439
00:20:32,120 --> 00:20:35,120
Thank you for the support. 
Tampa Bay Whiskey Club, Alfredo,

440
00:20:35,120 --> 00:20:37,120
Roberto Alley and the rest of 
the members. 

441
00:20:37,120 --> 00:20:39,040
Really good guys. 
Hope to be out. 

442
00:20:39,120 --> 00:20:41,680
I'll be in Tampa I think in in 
April, yeah. 

443
00:20:41,760 --> 00:20:43,840
So hopefully we'll have a DRAM, 
then hopefully this will be out 

444
00:20:43,840 --> 00:20:45,000
by. 
Yeah. 

445
00:20:46,200 --> 00:20:47,480
So, yeah. 
So yeah, that's our home state 

446
00:20:47,480 --> 00:20:49,000
by. 
Home state, we've got import 

447
00:20:49,000 --> 00:20:52,920
export licenses in Florida, but 
then if we want to do business 

448
00:20:52,920 --> 00:20:56,200
in other states, some states 
require licenses, others don't. 

449
00:20:56,200 --> 00:20:59,840
So for for California, we've got
and I won't name all the states,

450
00:21:00,160 --> 00:21:02,280
but you know there's an out of 
state shippers permit you have 

451
00:21:02,280 --> 00:21:04,240
to have, right. 
In New York State, there's like 

452
00:21:04,240 --> 00:21:08,440
a marketing permit that we have 
to have, I forget what they call

453
00:21:08,440 --> 00:21:10,240
it. 
And in Maryland we registered to

454
00:21:10,240 --> 00:21:13,200
be in. 
And so all the different states,

455
00:21:13,720 --> 00:21:17,240
some have a charge, some charge 
you for the license to be able 

456
00:21:17,240 --> 00:21:18,760
to do it, some charge you by the
SKU. 

457
00:21:18,760 --> 00:21:21,200
So every brand label we have to 
register. 

458
00:21:22,040 --> 00:21:26,280
So for for one of the reasons 
why it's challenging to bring 

459
00:21:26,280 --> 00:21:30,880
single cask in to the US is that
each of the labels, depending on

460
00:21:30,880 --> 00:21:33,160
how the labels are designed, is 
its own registration. 

461
00:21:33,560 --> 00:21:36,720
So Florida might charge me 
$30.00 for the label, New York 

462
00:21:36,720 --> 00:21:38,880
might charge me $20.00 for the 
label and and. 

463
00:21:39,080 --> 00:21:41,080
So what you say for the label 
you're talking about like let's 

464
00:21:41,080 --> 00:21:43,640
just say if, if, if we're 
talking about living souls, 

465
00:21:43,640 --> 00:21:46,520
because living souls are one of 
your brands you distribute and 

466
00:21:46,520 --> 00:21:48,520
bring in living souls can bring 
out. 

467
00:21:48,520 --> 00:21:50,720
So the living souls label is 
there, but let's just say if 

468
00:21:50,720 --> 00:21:55,400
they give you an out turn of say
three different tasks, then 100 

469
00:21:55,400 --> 00:21:59,000
bottles of this cask A, 200 
bottles of cask B and 300 

470
00:21:59,000 --> 00:22:02,000
bottles of cask C, you would 
have to pay for each one of 

471
00:22:02,000 --> 00:22:05,280
those out a label registration 
for cask A, a label registration

472
00:22:05,280 --> 00:22:08,000
for cask B for the same sake, 
even though it's the same brand.

473
00:22:08,080 --> 00:22:08,960
Yes, right. 
Wow. 

474
00:22:09,400 --> 00:22:11,240
And that's very I think that's 
very similar in India. 

475
00:22:11,240 --> 00:22:13,560
I think there's a similarity. 
And then when it when you talk 

476
00:22:13,560 --> 00:22:16,720
about the cost of that, what 
about the time scale? 

477
00:22:16,720 --> 00:22:19,040
Is it quick turn around or do 
you have to submit it and wait a

478
00:22:19,040 --> 00:22:21,240
few weeks, months to get labels 
registered? 

479
00:22:21,280 --> 00:22:23,160
So. 
My home state of Florida is 

480
00:22:23,160 --> 00:22:26,200
pretty efficient because 
they're, they, they like to 

481
00:22:26,200 --> 00:22:28,480
collect the revenue. 
So within 24 hours of me 

482
00:22:28,480 --> 00:22:31,320
submitting it, they'll they'll 
approve it and then we can be 

483
00:22:31,320 --> 00:22:32,880
selling. 
So you can have literally 

484
00:22:32,960 --> 00:22:36,160
bottles ready to go and. 
But other States and I won't 

485
00:22:36,160 --> 00:22:38,360
name names because we like to go
on good terms with the other. 

486
00:22:38,360 --> 00:22:41,400
They can, they can take a month 
and then they ask questions 

487
00:22:41,400 --> 00:22:44,640
about it and and and so it can 
be a longer process. 

488
00:22:44,640 --> 00:22:46,840
And all right, so you said you 
weren't going to name all the 

489
00:22:46,840 --> 00:22:49,400
states that you're actually in 
because, but how many states 

490
00:22:49,400 --> 00:22:53,160
across America are you in there?
Well, what? 

491
00:22:53,280 --> 00:22:56,080
What I've done as a, as a new 
importers, our, our first 

492
00:22:56,080 --> 00:23:00,800
shipment came in 2024 is we, we 
took an effort versus impact 

493
00:23:00,800 --> 00:23:03,960
approach to say what are the 
biggest markets that we can be 

494
00:23:03,960 --> 00:23:07,840
in with, with the lowest amount 
of effort and are going to have 

495
00:23:07,840 --> 00:23:10,760
the biggest impact on, on the 
the bottom line. 

496
00:23:10,920 --> 00:23:14,320
And so for us, we looked at New 
York State and New York State's 

497
00:23:14,400 --> 00:23:17,440
a great place to do business. 
And so that was the first market

498
00:23:17,440 --> 00:23:21,080
we were in. 
And in 2024, we're in, we're in 

499
00:23:21,080 --> 00:23:24,080
some of the best bars in 
Manhattan, which is pretty 

500
00:23:24,080 --> 00:23:25,840
prestigious. 
And it's it's, it helps us 

501
00:23:25,840 --> 00:23:27,840
nationally. 
So we're in places like the 

502
00:23:27,840 --> 00:23:31,840
Brandy Library, we're in Copper 
and Oak, we're in the travel bar

503
00:23:31,840 --> 00:23:34,600
in Brooklyn there. 
And that was important for me 

504
00:23:34,600 --> 00:23:37,360
because I see that really as 
advertising that these great 

505
00:23:37,360 --> 00:23:39,240
places are willing to stock the 
products. 

506
00:23:39,600 --> 00:23:42,160
And when people, there's a lot 
of tourists that come into those

507
00:23:42,160 --> 00:23:47,160
bars that they can see it there 
and they can go want to get it. 

508
00:23:47,640 --> 00:23:50,680
And then the other thing that we
did as as part of my, my 

509
00:23:50,680 --> 00:23:53,400
business plan is I wanted to 
work with a good digital 

510
00:23:53,400 --> 00:23:55,640
partner. 
So most of the stores that we 

511
00:23:55,640 --> 00:23:59,880
work with are digital first, 
meaning they have really great 

512
00:23:59,880 --> 00:24:03,040
websites and they allow people 
to, to buy things online in 

513
00:24:03,040 --> 00:24:04,760
addition to their, their brick 
and mortar. 

514
00:24:04,760 --> 00:24:08,160
They don't rely on foot traffic.
And so the stores that we've 

515
00:24:08,160 --> 00:24:11,680
been able to work with in New 
York State stock most of the 

516
00:24:11,680 --> 00:24:15,440
skews that I import so that 
consumers don't have to go find 

517
00:24:15,440 --> 00:24:17,680
the bottle. 
Cuz on a, on a given import, I 

518
00:24:17,680 --> 00:24:21,200
may only get of a single cask. 
And this is a good like I may 

519
00:24:21,200 --> 00:24:25,160
get 10 cases of 60 bottles in 
the country and. 

520
00:24:25,160 --> 00:24:25,960
Yeah. 
So where do you put that? 

521
00:24:26,040 --> 00:24:27,400
Yeah. 
So we don't want, we don't want 

522
00:24:27,400 --> 00:24:30,360
the consumer to have to figure 
out what this store has this 

523
00:24:30,360 --> 00:24:32,440
bottle and that store has that 
one cuz you're never going to 

524
00:24:32,440 --> 00:24:36,080
get the single the right bottle 
in the right store. 

525
00:24:36,600 --> 00:24:39,840
So we work with with, with 
places that had really good 

526
00:24:39,840 --> 00:24:43,240
e-commerce strategy so that 
consumers are able to to go 

527
00:24:43,240 --> 00:24:47,560
online and buy the bottles and 
and those New York retailers 

528
00:24:47,560 --> 00:24:50,480
have have worked out pretty good
deals where they're able to to 

529
00:24:50,480 --> 00:24:51,360
ship. 
Yeah. 

530
00:24:51,360 --> 00:24:53,520
And so, and they've got national
reach as well. 

531
00:24:53,760 --> 00:24:55,960
Yeah, most of them are able to. 
There's a couple states that 

532
00:24:55,960 --> 00:24:58,200
don't like you to ship into them
that they don't ship into. 

533
00:24:58,520 --> 00:25:02,440
But most of the country, unless 
your state is litigious are are 

534
00:25:02,440 --> 00:25:05,560
able to to get the bottles. 
So the idea being, you know, 

535
00:25:05,560 --> 00:25:09,640
someone like Scott Moore, he's 
in New York for for work or a 

536
00:25:09,640 --> 00:25:13,280
wee trip with his current wife. 
They pop into one of these bars,

537
00:25:13,360 --> 00:25:15,960
he sees a bottle on the shelf. 
Wow, we've never seen that 

538
00:25:15,960 --> 00:25:18,120
before. 
Orders it and goes, this is 

539
00:25:18,120 --> 00:25:20,200
great. 
I can get this in the States 

540
00:25:20,200 --> 00:25:22,600
now. 
And instead of trying to find 

541
00:25:22,600 --> 00:25:26,720
out what shop he can get it in 
or store, he can find out. 

542
00:25:26,840 --> 00:25:29,120
Basically he can just go online 
and there'll be a retailer 

543
00:25:29,320 --> 00:25:32,160
hopefully. 
So that's actually that is an 

544
00:25:32,160 --> 00:25:35,120
interesting model and that's 
where for me trying to really 

545
00:25:35,120 --> 00:25:37,640
understand it because so from 
the other point of view then 

546
00:25:38,600 --> 00:25:42,800
let's just say we want to get 
Whiskey Stories podcast product 

547
00:25:42,840 --> 00:25:45,200
into the States, then yeah, how 
do we do it? 

548
00:25:46,200 --> 00:25:50,680
Yeah. 
So step one is, you know, 

549
00:25:51,000 --> 00:25:52,880
working on what the price is 
going to be. 

550
00:25:52,880 --> 00:25:56,320
Yeah, because in the three tier 
system, it shocks a lot of 

551
00:25:56,320 --> 00:26:00,680
people to see how how there's a 
there's a kind of a snowball 

552
00:26:00,680 --> 00:26:01,720
effect. 
Everybody takes their. 

553
00:26:01,720 --> 00:26:05,440
Car, yeah. 
So you know, 1st we have to 

554
00:26:05,440 --> 00:26:08,840
convert from from pounds to 
dollars, which which is simple 

555
00:26:08,840 --> 00:26:11,760
enough. 
And then we ship into the US 

556
00:26:13,000 --> 00:26:15,720
There's a lot of cost to get 
things over the Atlantic and 

557
00:26:15,720 --> 00:26:18,760
there's filings. 
And so we, we, you would need to

558
00:26:18,760 --> 00:26:22,440
have an FDA registration. 
We'd need to notify the FDA when

559
00:26:22,440 --> 00:26:26,040
the product is coming should 
port fees when it comes in the 

560
00:26:26,040 --> 00:26:29,440
port, they're gonna have a fee. 
I pay a customs broker to do the

561
00:26:29,440 --> 00:26:31,400
filings. 
She does a great job. 

562
00:26:31,800 --> 00:26:35,800
It's done right quickly the 
first time, every time, and then

563
00:26:35,840 --> 00:26:38,080
we bring it into a warehouse 
and. 

564
00:26:38,080 --> 00:26:40,240
You do all that. 
Yeah, I coordinate all that. 

565
00:26:40,240 --> 00:26:41,760
Right. 
So yeah, so literally all I'm 

566
00:26:41,760 --> 00:26:45,080
doing is at this point, as I'm 
saying to you, yeah, I've found 

567
00:26:45,080 --> 00:26:46,520
you. 
I've got a brand, I've got 

568
00:26:46,560 --> 00:26:49,280
Whiskey stories, podcast Blend, 
which we're going to get sorted 

569
00:26:49,360 --> 00:26:50,760
once I get my batting tank 
cleaned. 

570
00:26:52,160 --> 00:26:53,920
Coming coming in later this year
at some. 

571
00:26:54,000 --> 00:26:57,480
Point I say to you, right, how 
do we get whiskey stories blend 

572
00:26:57,760 --> 00:26:59,960
into the states? 
I speak to you and you say, 

573
00:26:59,960 --> 00:27:03,320
right, I'll sort of that. 
Yeah, I give the parade of 

574
00:27:03,320 --> 00:27:05,440
horribles and all of the costs. 
Right. 

575
00:27:06,320 --> 00:27:10,000
And so then tell me this then 
with all those costs, if I do 

576
00:27:10,000 --> 00:27:14,400
you base it on, but the bottle 
it costs us or if I say to you 

577
00:27:14,400 --> 00:27:17,240
right, what the bottle to 
retail, I say the retail value 

578
00:27:17,240 --> 00:27:19,880
of this bottle is going to say 
50 lbs for easy, right? 

579
00:27:20,360 --> 00:27:23,520
Do you then take that and then 
work out what that has to sit on

580
00:27:23,520 --> 00:27:28,200
the shelf at in America or do we
have to then work out a deal 

581
00:27:28,200 --> 00:27:29,800
saying or do you say to be 
great? 

582
00:27:29,800 --> 00:27:34,280
If you want the bottle to cost 
$50.00 in America, you need to 

583
00:27:36,000 --> 00:27:38,520
sell it to us at X price. 
Is that how that works then? 

584
00:27:38,600 --> 00:27:41,160
Yeah, it's kind of a blend of 
both, I would say. 

585
00:27:41,160 --> 00:27:44,880
Good use of an. 
Analogy, good blend, yeah, So we

586
00:27:44,880 --> 00:27:47,240
get what's called X works 
pricing where the supplier said 

587
00:27:47,240 --> 00:27:53,360
this is what the bottle is going
to cost and at FoB where you can

588
00:27:53,360 --> 00:27:55,000
pick it up at a point. 
So X works. 

589
00:27:55,000 --> 00:27:59,160
So why understanding X works is 
effectively, if I said to you, X

590
00:27:59,160 --> 00:28:01,600
works, right, I'm going to 
bottle all this, I'm going to 

591
00:28:01,600 --> 00:28:03,760
label it and then I'm going to 
put it in the cases and I'm 

592
00:28:03,760 --> 00:28:05,520
going to leave it at the front 
door of diggers. 

593
00:28:06,040 --> 00:28:08,120
And then it's up to you. 
I'm going to sell it to you at 

594
00:28:08,160 --> 00:28:10,120
this price. 
And that's all I'm going to do. 

595
00:28:10,240 --> 00:28:13,600
And then it's your now your job,
which I can help you with, but 

596
00:28:13,600 --> 00:28:18,000
it's your job to find somebody 
in a van to pick it up, then 

597
00:28:18,000 --> 00:28:21,520
take it to either an airport 
that's going to ship it or or 

598
00:28:22,480 --> 00:28:23,840
probably go by sea. 
So it's going to go to 

599
00:28:23,840 --> 00:28:26,520
Grangemouth or someplace like 
that, but that's X works 

600
00:28:26,520 --> 00:28:29,960
literally just means this is the
price of the bottles left at the

601
00:28:29,960 --> 00:28:32,720
front door for you to then 
collect and do whatever you want

602
00:28:32,720 --> 00:28:33,280
with. 
Yeah. 

603
00:28:33,440 --> 00:28:35,720
So that OK. 
So we start with that and I'll, 

604
00:28:35,720 --> 00:28:38,760
I'll run that through the model 
that I have which, which has all

605
00:28:38,760 --> 00:28:42,960
of these costs that that I so 
we, we spread out all the costs 

606
00:28:42,960 --> 00:28:45,680
of import from because we 
consolidate across suppliers 

607
00:28:45,680 --> 00:28:47,640
typically to to try to to lower 
that. 

608
00:28:48,000 --> 00:28:50,000
And then we have we have cost 
for warehousing. 

609
00:28:50,000 --> 00:28:53,440
So for instance, the state of 
California has a resting rule 

610
00:28:53,720 --> 00:28:57,880
where it has to, it has to rest 
for 24 hours in California. 

611
00:28:58,240 --> 00:29:01,680
Some might say it just has to 
touch, but it, it has to touch 

612
00:29:01,680 --> 00:29:03,320
or, or rest depending on who you
talk to. 

613
00:29:03,840 --> 00:29:07,040
And then from there it, it can 
go out to a retailer, but that's

614
00:29:07,040 --> 00:29:08,920
to keep the warehouses and 
business in California. 

615
00:29:08,920 --> 00:29:12,240
So our our model incorporates 
all of those costs for, for, 

616
00:29:12,400 --> 00:29:16,440
for, for third parties, a small 
amount of margin for us a wee a 

617
00:29:16,440 --> 00:29:18,800
wee bit. 
And then we've got distributors 

618
00:29:18,800 --> 00:29:20,920
in each state that we we work 
with, they get paid. 

619
00:29:21,160 --> 00:29:23,480
And then we have the retailer in
the US and the retailer 

620
00:29:23,480 --> 00:29:26,600
typically in the US likes to 
earn about 30% margin. 

621
00:29:26,960 --> 00:29:29,600
Some retailers are lower, some 
are a little higher, depending 

622
00:29:29,600 --> 00:29:31,520
on the real. 
Estate, which is a big margin, 

623
00:29:31,520 --> 00:29:33,520
isn't. 
It so the retailer takes 30%, 

624
00:29:33,520 --> 00:29:35,440
but then also you've got so go, 
let's go the other way. 

625
00:29:35,440 --> 00:29:38,080
So the retailers take a 30% 
margin roughly give or take, 

626
00:29:38,960 --> 00:29:40,400
then your distributors getting 
something. 

627
00:29:40,440 --> 00:29:43,680
They like some some of the full 
service distributors that that 

628
00:29:43,680 --> 00:29:46,480
are in the the middle of the 
country like to earn 30%. 

629
00:29:47,680 --> 00:29:50,000
So the retailers getting 30, 
yes, distributors getting 30, 

630
00:29:50,080 --> 00:29:53,960
yeah, we're having to pay for it
to sit in California for a day 

631
00:29:53,960 --> 00:29:55,040
and we haven't. 
Gone to California. 

632
00:29:55,040 --> 00:29:57,080
And we haven't even mentioned 
the T word either. 

633
00:29:57,360 --> 00:29:59,960
Yeah, we have to hire ups and 
taxes and duties. 

634
00:30:00,120 --> 00:30:02,080
Yeah, I was, I was getting to 
that right. 

635
00:30:02,280 --> 00:30:02,680
OK. 
Sorry. 

636
00:30:02,880 --> 00:30:04,200
Yeah, no, it's a carry on. 
Yeah, yeah. 

637
00:30:06,520 --> 00:30:09,000
I mean we went in a couple. 
So we went, I was giving you the

638
00:30:09,080 --> 00:30:12,320
parade of horribles from the 
import side when we're landing 

639
00:30:12,600 --> 00:30:14,040
and then there's one also then 
from the. 

640
00:30:14,080 --> 00:30:16,560
So what we prepare is a 
waterfall analysis. 

641
00:30:16,560 --> 00:30:18,440
We have all the costs. 
So that's usually what happens 

642
00:30:18,440 --> 00:30:21,640
with the supplier is they give 
me the price, I look at it and 

643
00:30:21,640 --> 00:30:24,680
then it's it looks like it's 
initially a good price with X 

644
00:30:24,680 --> 00:30:27,920
works and then we layer and all 
these costs we're like this is 

645
00:30:27,920 --> 00:30:29,400
what it's going to land at the 
shelf at. 

646
00:30:30,000 --> 00:30:33,280
And then we have that talk is 
like you, I don't know if this 

647
00:30:33,280 --> 00:30:35,760
is going to be sellable here. 
Sometimes we can see a product 

648
00:30:35,760 --> 00:30:37,360
like 99 and one from living 
Souls. 

649
00:30:37,400 --> 00:30:39,720
Yeah, we knew that that was 
going to be instantly. 

650
00:30:39,880 --> 00:30:42,200
We didn't have a conversation 
about that. 

651
00:30:42,200 --> 00:30:45,920
But like other products with 
them or other suppliers, we 

652
00:30:45,920 --> 00:30:48,520
might have that conversation to 
say if this is going to sit at 

653
00:30:48,520 --> 00:30:51,280
$500, do we think people are 
going to buy it at $500? 

654
00:30:51,840 --> 00:30:54,840
Yeah, because ultimately the 
person so who picks up the belt 

655
00:30:55,000 --> 00:30:58,280
really who who gets hit here 
Because if I'm saying you X 

656
00:30:58,280 --> 00:31:01,680
Works price, so I'm saying it 
says retail price at £50, let's 

657
00:31:01,680 --> 00:31:04,520
just say X Works is going. 
So we've not included any tax on

658
00:31:04,520 --> 00:31:06,280
that. 
We're not including any margin 

659
00:31:06,280 --> 00:31:07,720
on that. 
Well, we are making a margin. 

660
00:31:07,720 --> 00:31:10,000
We're not a retail margin. 
I'll maybe say to you, right, 

661
00:31:10,000 --> 00:31:13,080
it's going to cost you £35 per 
bottle, right. 

662
00:31:13,080 --> 00:31:16,280
Let's say for easy counting, 
that's 350 bottles because we're

663
00:31:16,280 --> 00:31:17,800
giving you 10. 
We're giving you, we're giving 

664
00:31:17,800 --> 00:31:21,600
you 100 bottles. 
Yeah, sorry, we're giving you 

665
00:31:21,600 --> 00:31:24,560
1010 bottles. 
My maths is not in a good place 

666
00:31:24,560 --> 00:31:25,640
right now. 
So it's all right. 

667
00:31:25,640 --> 00:31:27,120
You're getting 10 bottles for 
easy count. 

668
00:31:27,160 --> 00:31:29,760
There's 10 bottles, 35 lbs cost 
to you. 

669
00:31:30,680 --> 00:31:34,000
OK, then you've got to do all 
layer all your other costs on 

670
00:31:34,000 --> 00:31:35,400
top. 
Roughly speaking, what would you

671
00:31:35,400 --> 00:31:37,480
reckon that would sit on the 
shelf in the States and for? 

672
00:31:38,600 --> 00:31:43,320
35 LB bottle. 
But we would retail at 50, but 

673
00:31:43,400 --> 00:31:45,320
you're going to have to add in 
all your costs on. 

674
00:31:45,320 --> 00:31:48,200
That, yeah, I think in the US 
three tier system that's that's 

675
00:31:48,200 --> 00:31:51,320
going to be close to, to it's 
going to be pushing like close 

676
00:31:51,320 --> 00:31:54,960
to 140 a $150.00 depending on 
where that and depends where the

677
00:31:54,960 --> 00:31:55,560
pound is. 
Yeah. 

678
00:31:56,200 --> 00:31:59,160
So you can buy it for 50, so I 
can buy it for £50 in the shop 

679
00:31:59,160 --> 00:32:02,680
in Scotland, but the the 
consumer in the States is going 

680
00:32:02,680 --> 00:32:04,720
to have to pay 100. 
And then what you have the 

681
00:32:04,720 --> 00:32:07,400
problem is you that like you 
said, you have to have 

682
00:32:07,400 --> 00:32:09,800
conversations with us to go 
right guys. 

683
00:32:10,320 --> 00:32:16,520
Is your product realistically 
going to justify somebody's, how

684
00:32:16,520 --> 00:32:18,680
can they justify spending that 
kind of money on your whiskey? 

685
00:32:19,320 --> 00:32:23,160
And if they do, are they going 
to be enthusiastic enough to go 

686
00:32:23,160 --> 00:32:26,400
back and want more or are they 
going to go, I'm not drinking 

687
00:32:26,400 --> 00:32:33,200
that, it's rubbish, that was an 
Angus blend and go. 

688
00:32:33,200 --> 00:32:36,600
And then your problem is your 
retailer stuck with that stock. 

689
00:32:37,400 --> 00:32:39,440
Well, we like, we don't like 
retailers to be stuck with. 

690
00:32:39,440 --> 00:32:41,560
Stuff exactly, because then the 
problem is the retailer never 

691
00:32:41,560 --> 00:32:43,680
comes back to you again because 
he says, Howard, the last time 

692
00:32:43,720 --> 00:32:46,000
you gave me stuff I took a punt 
in it and it was rubbish. 

693
00:32:46,000 --> 00:32:48,760
So so this is so. 
So where do you have to have 

694
00:32:48,760 --> 00:32:50,400
that conversation? 
First or last, don't you? 

695
00:32:50,480 --> 00:32:53,600
Yeah, it's a, it's a long and 
it's a hard conversation and 

696
00:32:53,600 --> 00:32:56,520
sometimes it's 1:00. 
We, we don't finish like their 

697
00:32:56,520 --> 00:32:58,680
products that we think would be 
great. 

698
00:32:59,040 --> 00:33:02,440
But maybe the economics just 
don't work in the US, 

699
00:33:02,440 --> 00:33:03,880
unfortunately. 
Because. 

700
00:33:04,640 --> 00:33:07,600
Well. 
Well, no, I'm just that is the 

701
00:33:07,600 --> 00:33:10,440
problem that you have is that 
it's one of the conversations 

702
00:33:10,440 --> 00:33:12,720
that we'll be having a lot this 
week actually with people is 

703
00:33:14,480 --> 00:33:17,040
when you're putting, when you're
an independent bottler or a 

704
00:33:17,040 --> 00:33:19,600
blender or anybody really and 
you've got the head or heart 

705
00:33:19,600 --> 00:33:21,640
situation, what hat do you put 
on? 

706
00:33:21,640 --> 00:33:23,920
Do you put, sit there and go, I 
love this DRAM. 

707
00:33:23,920 --> 00:33:26,120
I would drink this DRAM. 
This is an absolute cracking 

708
00:33:26,120 --> 00:33:28,440
DRAM, but then you have to then 
put your other hat on and go 

709
00:33:28,440 --> 00:33:29,440
get. 
A businessman. 

710
00:33:29,920 --> 00:33:33,040
Is this drama actually going to 
sell at the price that we put it

711
00:33:33,040 --> 00:33:34,840
on the shelf at? 
Is it going to sit on the shelf 

712
00:33:34,840 --> 00:33:37,880
beside everybody else's drama at
the same price and not stand 

713
00:33:37,880 --> 00:33:39,160
out? 
Or is it going to be pitched too

714
00:33:39,160 --> 00:33:40,880
high? 
Or is it just not going to? 

715
00:33:41,200 --> 00:33:44,280
You know, that's where 
conversations like that, people 

716
00:33:44,280 --> 00:33:47,440
really in the whiskey industry, 
if you're on the creation side, 

717
00:33:47,440 --> 00:33:49,480
don't like to have. 
Well, maybe do they? 

718
00:33:49,640 --> 00:33:54,800
But what I would say is we talk 
about all the time Jura, there's

719
00:33:54,800 --> 00:33:58,400
Dura 10 and Dura isn't, well, 
Dura itself is the number one 

720
00:33:58,440 --> 00:34:01,320
selling single malt in Scotland,
UK, brand new UK, yeah. 

721
00:34:02,200 --> 00:34:04,800
And people will go what there 
is. 

722
00:34:05,440 --> 00:34:10,080
It's 40% ABV S It does what it 
needs to do. 

723
00:34:10,199 --> 00:34:13,679
People buy it 26 LB a bottle in 
the coop or in the supermarket. 

724
00:34:13,679 --> 00:34:17,400
That's what they do then, you 
know, so they have to make a 

725
00:34:17,400 --> 00:34:18,920
decision. 
The people White and Mackay are 

726
00:34:18,920 --> 00:34:21,000
sitting there going, yeah, 
that's that's what it is. 

727
00:34:21,040 --> 00:34:22,960
That's a product. 
That's a brand that sells. 

728
00:34:23,000 --> 00:34:24,560
Yeah. 
But that leads interestingly 

729
00:34:24,560 --> 00:34:28,520
into the kind of products you've
decided to base your business 

730
00:34:28,520 --> 00:34:31,840
around because you're not, 
you're primarily independent 

731
00:34:31,840 --> 00:34:33,960
bottlers, small distilleries, 
etcetera. 

732
00:34:33,960 --> 00:34:37,679
You're not, you're not going 
after those big distilleries 

733
00:34:37,679 --> 00:34:39,360
because they're already taken 
for right. 

734
00:34:39,360 --> 00:34:43,480
So this is trying, what you're 
trying to do in a way is bring 

735
00:34:43,480 --> 00:34:48,320
something that's not currently 
in America to America, which is 

736
00:34:48,320 --> 00:34:50,880
a really, really interesting 
decision as well because also 

737
00:34:50,920 --> 00:34:53,080
you're you're kind of breaking 
new ground as you're doing that 

738
00:34:53,080 --> 00:34:56,000
as well. 
Yeah, So the, the distilleries 

739
00:34:56,000 --> 00:35:01,200
and the brands largely that I've
brought in, I I sought out and 

740
00:35:01,320 --> 00:35:04,000
they weren't in the US and I 
wanted them to be in the US. 

741
00:35:04,360 --> 00:35:07,320
So at Hollywood Distillery, for 
instance, I was knocking on the 

742
00:35:07,320 --> 00:35:09,280
door before they even had single
ball. 

743
00:35:09,640 --> 00:35:10,840
Really available. 
So you were. 

744
00:35:11,560 --> 00:35:15,480
Cuz I loved what they were doing
with their experimentations in 

745
00:35:15,760 --> 00:35:17,640
malt bills. 
We call it mash bills in the US,

746
00:35:18,080 --> 00:35:20,600
but with different malts and 
specialty yeasts. 

747
00:35:20,600 --> 00:35:22,120
I thought it was. 
I still do. 

748
00:35:22,120 --> 00:35:25,600
I think it's incredibly exciting
and it wasn't in the US. 

749
00:35:26,080 --> 00:35:30,840
And I love what Annandale does 
with single cast cash strength 

750
00:35:30,840 --> 00:35:33,880
and no traditional importer 
would want to mess around with 

751
00:35:33,880 --> 00:35:36,960
that because of the logistical 
challenges of trying to well. 

752
00:35:37,400 --> 00:35:38,600
Does that make it difficult for 
you? 

753
00:35:38,600 --> 00:35:41,640
Because what you've picked is 
you've picked 2 brands, 2 

754
00:35:41,640 --> 00:35:44,160
distillery brands that are doing
something very different by 

755
00:35:44,160 --> 00:35:47,160
making things completely unique 
all the time, so the consistency

756
00:35:47,160 --> 00:35:49,640
is not there. 
Does that make it harder for 

757
00:35:49,640 --> 00:35:51,640
you? 
Because ultimately you've got a 

758
00:35:51,640 --> 00:35:54,880
situation where you know what 
happens if I like that Hollywood

759
00:35:54,880 --> 00:35:58,960
release and I go, I love that, 
and then I go, I can't get it 

760
00:35:58,960 --> 00:36:00,480
anymore because the next 
holiday's gone. 

761
00:36:01,040 --> 00:36:03,600
There's a nice part to that, but
also there's equally a challenge

762
00:36:03,600 --> 00:36:05,360
to that as well. 
There, there is a lot of chat. 

763
00:36:05,400 --> 00:36:07,960
So there's challenge with 
getting that shelf space and 

764
00:36:07,960 --> 00:36:11,320
then when it's sold out, it's 
sold out, but it doesn't 

765
00:36:11,320 --> 00:36:14,640
necessarily mean that that 
retailer is going to want to put

766
00:36:15,160 --> 00:36:17,680
a different SKU from that 
producer in that shelf space. 

767
00:36:18,160 --> 00:36:21,760
It's a lot of work. 
We for in Adendale's case, we 

768
00:36:21,760 --> 00:36:25,800
imported a double Oaked and 
double oak, not on their end, 

769
00:36:25,800 --> 00:36:28,560
their single cast, meaning one 
cask from from start to finish, 

770
00:36:28,560 --> 00:36:32,240
but they used a double oak from 
a prominent bourbon distillery. 

771
00:36:32,480 --> 00:36:36,200
And we imported it last year and
it, it was phenomenal and it 

772
00:36:36,200 --> 00:36:39,320
worked really well and, and 
people really liked it. 

773
00:36:39,320 --> 00:36:42,120
And we have another double oak 
cast pick, but I've got the 

774
00:36:42,120 --> 00:36:43,840
buyers are saying, well, we like
that old one. 

775
00:36:43,840 --> 00:36:46,920
We don't know about the new one.
And it's like, well, it's trust 

776
00:36:46,920 --> 00:36:50,160
me, it's better. 
But but it's it's. 

777
00:36:50,160 --> 00:36:51,480
Challenging you've got you've 
got it is. 

778
00:36:51,840 --> 00:36:53,840
It is, but I guess what you're 
saying with, you know, we talk 

779
00:36:53,840 --> 00:36:58,520
about Jura and and Jura #1 best 
selling single malt brand in the

780
00:36:58,680 --> 00:37:02,240
UK and that has a market. 
But there is another market 

781
00:37:02,240 --> 00:37:05,280
which like you said, the people 
go Jura, they're not buying 

782
00:37:05,280 --> 00:37:08,200
Jura, they're buying. 
So there is, you know, I'm sure 

783
00:37:08,200 --> 00:37:12,880
like the UK and the US there is 
this market for cast strength, 

784
00:37:13,160 --> 00:37:15,720
single cast. 
Yeah, new distilleries, 

785
00:37:15,840 --> 00:37:20,080
interesting independent bottlers
and if you can bring that to 

786
00:37:20,080 --> 00:37:23,320
that market, then you know you. 
You and if you could hook into 

787
00:37:23,320 --> 00:37:26,040
that market and that's. 
And expand that market. 

788
00:37:26,040 --> 00:37:28,440
Well, yeah, I mean, but there's 
my next question then is who 

789
00:37:28,440 --> 00:37:32,880
picks up the bill for marketing?
Because your, your point here is

790
00:37:32,880 --> 00:37:36,920
that, yeah, if you suddenly say 
I've got Hollywood now you put 

791
00:37:36,920 --> 00:37:39,680
that in a shop, how many people 
are going to go, wow, Hollywood 

792
00:37:39,720 --> 00:37:42,760
versus what you have to do to 
push that to make itself? 

793
00:37:42,920 --> 00:37:44,160
Do you pick up the bill for 
that? 

794
00:37:44,160 --> 00:37:45,680
Does the retailer pick up the 
bill for that? 

795
00:37:45,680 --> 00:37:48,400
Do Hollywood or the the brand 
that you're bringing in do that?

796
00:37:48,520 --> 00:37:50,440
Or is it a shared cost for 
everybody? 

797
00:37:50,720 --> 00:37:53,040
Yeah. 
So I, I try to do, do it in a 

798
00:37:53,040 --> 00:37:57,520
shared fashion where when we go 
out around the country, we'll, 

799
00:37:57,520 --> 00:38:01,840
we'll allocate a certain amount 
to the, the brands for, for AMP 

800
00:38:01,880 --> 00:38:04,920
that we, we ask them to, to chip
in and contribute. 

801
00:38:05,560 --> 00:38:08,920
But, but largely like if, if I'm
going out to New York or if I'm 

802
00:38:08,920 --> 00:38:10,800
going out to California, or even
if I'm going to the other side 

803
00:38:10,800 --> 00:38:14,560
of Florida for the like week, my
cost to be out there is, is, is 

804
00:38:14,640 --> 00:38:17,760
I'm not allocating that. 
We're just allocating, you know,

805
00:38:17,760 --> 00:38:20,000
actual costs. 
Like if there's a booth, we'll 

806
00:38:20,000 --> 00:38:22,760
put part of the booth back to 
the brands. 

807
00:38:23,080 --> 00:38:25,640
If if we're pouring bottles, 
we'll before we pour the 

808
00:38:25,640 --> 00:38:28,520
bottles, we'll ask the brands 
you know to contribute some of 

809
00:38:28,520 --> 00:38:31,520
that to to. 
So you'll say liquid available? 

810
00:38:31,520 --> 00:38:33,280
Yeah. 
So you'll say living Souls, for 

811
00:38:33,280 --> 00:38:36,680
example, we're going to be at a 
festival somewhere in the 

812
00:38:36,680 --> 00:38:39,480
States, like like New York. 5 
bottles to. 

813
00:38:39,560 --> 00:38:41,760
Give us, give us some pouring 
stock that we don't have to pay 

814
00:38:41,760 --> 00:38:45,520
for, but it gives us a chance to
do the liquid to lip situation. 

815
00:38:45,520 --> 00:38:48,200
Yeah, but it's critical. 
Yeah, absolutely. 

816
00:38:48,280 --> 00:38:50,440
Especially for new brands that 
people aren't familiar with. 

817
00:38:50,960 --> 00:38:53,400
Getting liquid and glasses and 
getting people trying it and 

818
00:38:53,480 --> 00:38:55,800
talking about it. 
OK, so that's you'll split that 

819
00:38:55,800 --> 00:38:58,000
and activate like because this 
is the other thing brand 

820
00:38:58,000 --> 00:38:59,320
activations and things like 
that. 

821
00:38:59,320 --> 00:39:01,240
Do you do you do all those kind 
of stuff? 

822
00:39:01,240 --> 00:39:03,560
Will you be, will that be part 
of your in your wheelhouse where

823
00:39:03,560 --> 00:39:08,640
you'll say new brand or or even 
just current brands that we've 

824
00:39:08,640 --> 00:39:10,360
got? 
But we're going to do activation

825
00:39:10,360 --> 00:39:13,560
events where it might be a case 
of, you know, there's loads of 

826
00:39:13,560 --> 00:39:15,920
cool activations that we've 
heard about over since during 

827
00:39:15,920 --> 00:39:19,400
the podcast, but things like 
cocktail master classes, taste 

828
00:39:19,400 --> 00:39:21,040
things. 
I know you do a lot of online 

829
00:39:21,520 --> 00:39:24,680
tastings and things like that as
well, but is that something that

830
00:39:24,680 --> 00:39:25,800
you'll be doing as well? 
Yeah. 

831
00:39:25,800 --> 00:39:28,680
We, we, we do activations. 
One of the one of the, I think 

832
00:39:29,480 --> 00:39:32,240
great things that we do for our 
brands is we've built up a good 

833
00:39:32,240 --> 00:39:36,640
Rolodex of, of people that are 
that are American influencers 

834
00:39:38,000 --> 00:39:41,760
and can help to to spread the 
word that they do podcasts like 

835
00:39:41,760 --> 00:39:42,720
you. 
So if you ever come to the US 

836
00:39:42,760 --> 00:39:44,080
and you want to meet up with 
some. 

837
00:39:44,680 --> 00:39:47,560
If you ever need somebody to 
come over and do a bit of 

838
00:39:47,560 --> 00:39:50,120
punting for your for your for 
your products, it'll let us 

839
00:39:50,200 --> 00:39:52,520
know, especially around the 
World Cup time, that would be 

840
00:39:52,600 --> 00:39:54,040
it'd be quite nice to get out, 
but. 

841
00:39:55,680 --> 00:39:58,840
Scotland Scotland might be 
playing a game in in Florida. 

842
00:39:58,880 --> 00:40:00,480
Yeah, there we go. 
We can wiggle our way out. 

843
00:40:00,480 --> 00:40:01,760
There's. 
Some good stuff in Miami. 

844
00:40:01,760 --> 00:40:05,240
We just, we just opened 
Massachusetts as a market. 

845
00:40:05,280 --> 00:40:06,600
Really. 
You need us. 

846
00:40:06,640 --> 00:40:09,600
You need us there. 
OK, so, so, so you tap into 

847
00:40:09,600 --> 00:40:11,720
influencers, you tap into. 
Media. 

848
00:40:11,880 --> 00:40:13,480
And clubs as well like Tampa 
for. 

849
00:40:13,480 --> 00:40:15,240
Sure. 
Yeah, the clubs are, are are 

850
00:40:15,240 --> 00:40:18,760
critical for us. 
So we we built that in a in a 

851
00:40:18,760 --> 00:40:21,520
really short period of time if 
you think about it since 2024. 

852
00:40:22,360 --> 00:40:25,240
And we we get our brands in 
touch, we get, we make sure that

853
00:40:25,240 --> 00:40:28,720
they get some, some liquid. 
We work with them to do that. 

854
00:40:28,720 --> 00:40:31,760
And I think, I think that's a 
real value add as the service 

855
00:40:31,760 --> 00:40:33,960
and it's it's critical to what 
we do. 

856
00:40:33,960 --> 00:40:38,880
We run a online account, Scotch 
Drinkers only to help promote 

857
00:40:38,880 --> 00:40:43,600
our brands to the US and be we 
also have with Scotch Drinkers 

858
00:40:43,600 --> 00:40:46,600
only, we work with one of our 
retailers in New York that does 

859
00:40:46,600 --> 00:40:49,520
fulfillment of the brand. 
So people can can think of 

860
00:40:49,560 --> 00:40:52,360
Scotch Drinkers only, they can 
go to scotchdrinkersonly.com and

861
00:40:52,360 --> 00:40:54,880
they can easily get, you know, 
all the brands that we import. 

862
00:40:55,240 --> 00:40:57,600
And that, that I suppose what 
you're doing there is you're, 

863
00:40:58,160 --> 00:41:00,400
you're tapping into, but also 
creating and building your own 

864
00:41:00,400 --> 00:41:03,960
community on that front where, 
because you look the I was at 

865
00:41:03,960 --> 00:41:08,480
the in whiskey conference last 
week and Stephanie McLeod, the 

866
00:41:08,880 --> 00:41:13,520
blending blending director for 
John Deere's and Sons, She's 

867
00:41:13,520 --> 00:41:15,440
been, she's been working in 
whiskey for a long time. 

868
00:41:15,440 --> 00:41:18,040
And the, the chat was about the 
challenges that we have and the 

869
00:41:18,040 --> 00:41:20,120
American market was actually 
spoken about quite a lot 

870
00:41:20,120 --> 00:41:21,480
because. 
And we'll maybe talk about the 

871
00:41:21,480 --> 00:41:23,520
tariffs there as what they've 
been important on that. 

872
00:41:23,520 --> 00:41:25,080
And, well, that's done to the 
industry. 

873
00:41:25,080 --> 00:41:27,960
But one of the things she was 
asked was, you know, one of the 

874
00:41:28,040 --> 00:41:31,080
things she said was sorry, is, 
you know, the whiskey industry 

875
00:41:31,080 --> 00:41:33,400
and people are working in the 
industry, fish where the fish 

876
00:41:33,400 --> 00:41:35,160
are. 
You know, that's what we've got 

877
00:41:35,160 --> 00:41:37,560
to start doing. 
And I suppose what you've had to

878
00:41:37,560 --> 00:41:40,680
start doing is find the fish 
that like to eat, nibble on. 

879
00:41:40,800 --> 00:41:44,120
Yeah, yeah, unique, bespoke. 
Because you can't put a 

880
00:41:44,120 --> 00:41:47,560
marketing budget out and start 
putting billboards up like Glenn

881
00:41:47,560 --> 00:41:49,120
Fennick would do or like the 
other guy. 

882
00:41:49,200 --> 00:41:51,240
Or even marketing might be a 
challenge anyway. 

883
00:41:51,240 --> 00:41:52,400
But you. 
Know they've definitely slowed 

884
00:41:52,400 --> 00:41:54,640
down in the past year. 
I would say really the big boys,

885
00:41:54,640 --> 00:41:56,760
yeah. 
But but you can't do that 

886
00:41:56,760 --> 00:41:59,680
because you can't do that for 
Holy Rood or you can't do that 

887
00:41:59,680 --> 00:42:02,440
because it just it probably 
doesn't get the impact it does. 

888
00:42:02,440 --> 00:42:08,360
However, sourcing whiskey club 
that might have fifty members of

889
00:42:08,360 --> 00:42:12,280
those fifty members, you know, 
but 85% of them are going to be 

890
00:42:12,280 --> 00:42:15,280
absolutely engaged on the 
products that you're selling. 

891
00:42:15,480 --> 00:42:20,360
And of that 85%, maybe 15% of 
them will be the guys that go, 

892
00:42:20,400 --> 00:42:21,680
I'm going to purchase a bottle 
of that. 

893
00:42:22,040 --> 00:42:26,120
And if you can tap in all in a 
country the size of America, you

894
00:42:26,120 --> 00:42:27,280
know that that's that. 
Yeah. 

895
00:42:27,600 --> 00:42:30,280
But it's interesting because I 
think, you know, we talk it's a 

896
00:42:30,280 --> 00:42:32,840
more mature market than maybe 
other markets we talk about. 

897
00:42:32,840 --> 00:42:35,120
We talk a lot about India on the
podcast. 

898
00:42:35,120 --> 00:42:37,280
When you talk about, you know, 
there's so many people just 

899
00:42:37,280 --> 00:42:39,320
turning drinking age. 
These are people that might 

900
00:42:40,440 --> 00:42:43,120
decide to drink whiskey in 
America. 

901
00:42:43,120 --> 00:42:45,120
It's like, wow, there's a lot of
people that might be drinking 

902
00:42:45,120 --> 00:42:48,880
whiskey, but we can convert them
to single cast, cast strength, 

903
00:42:49,080 --> 00:42:51,480
interesting distilleries. 
It's almost like you're that 

904
00:42:51,600 --> 00:42:52,800
stage ahead. 
Of course. 

905
00:42:53,120 --> 00:42:54,560
Yeah. 
And you're also, you're also 

906
00:42:54,600 --> 00:42:58,720
tapping into a demographic of 
people who have the income or 

907
00:42:58,720 --> 00:43:00,360
the disposable income that could
spend. 

908
00:43:00,360 --> 00:43:02,720
Like you say, if you come to 
Scotland, then you're getting a 

909
00:43:02,720 --> 00:43:05,240
bottle for £50 and it's sitting 
on the shelf and the state's 

910
00:43:05,240 --> 00:43:08,680
£150 a $150. 
You know that is that a 

911
00:43:08,680 --> 00:43:11,240
different demographic like the 
whiskey drinker over in the 

912
00:43:11,240 --> 00:43:13,880
States? 
Do you get pubs like Diggers 

913
00:43:13,880 --> 00:43:16,320
where you can get some 
absolutely incredible deals on 

914
00:43:16,840 --> 00:43:20,280
and transport for 35 mils for 
the prices that you're getting? 

915
00:43:20,280 --> 00:43:23,160
Or is it the whiskey drinker 
that you see in in the States is

916
00:43:23,160 --> 00:43:25,120
somebody is a little bit more 
affluent with a bit more money 

917
00:43:25,120 --> 00:43:29,320
to spend? 
I I don't think I don't think 

918
00:43:30,120 --> 00:43:33,040
not just saying this, I don't 
think bars like this exist in 

919
00:43:33,040 --> 00:43:36,920
the US where you and one of the 
I I love coming to Scotland. 

920
00:43:37,680 --> 00:43:38,880
I love coming to places like 
this. 

921
00:43:38,880 --> 00:43:41,040
I love coming to like places 
like the pot still when I go to 

922
00:43:41,040 --> 00:43:45,480
Glasgow, where you have access 
to just so many amazing trams at

923
00:43:45,520 --> 00:43:49,000
at reasonable prices in in the 
US. 

924
00:43:49,000 --> 00:43:56,080
It it just it's difficult to I 
think that so in the US bourbon 

925
00:43:56,240 --> 00:43:58,280
yeah is our is the home team. 
Yeah, yeah. 

926
00:43:58,280 --> 00:44:01,400
And so there are places like 
this for bourbon, yeah, where 

927
00:44:01,400 --> 00:44:05,120
you can go, but there's not too 
many places that you can go in 

928
00:44:05,120 --> 00:44:08,040
the US and have this, this 
variety of Scotch and. 

929
00:44:08,440 --> 00:44:10,240
It's when you see spoiled Gram. 
We are. 

930
00:44:10,240 --> 00:44:11,760
We absolutely are. 
But it's when he's lucky. 

931
00:44:11,960 --> 00:44:13,880
He's a lad. 
He's the guy for the Tampa Bay 

932
00:44:13,880 --> 00:44:16,920
Whiskey Club and he's he's got, 
I mean, his his collection that 

933
00:44:16,920 --> 00:44:18,280
he's got. 
He showed me pictures of it. 

934
00:44:18,880 --> 00:44:20,360
And you really took it. 
Take it for granted. 

935
00:44:20,360 --> 00:44:23,560
Sometimes you can fall into a 
trap where you speak to someone 

936
00:44:23,560 --> 00:44:27,120
from abroad and you're, you 
know, oh, you like a whiskey, do

937
00:44:27,120 --> 00:44:28,440
you? 
And you naively just like you 

938
00:44:28,440 --> 00:44:30,760
probably only see the whiskeys 
that, you know, the stuff that 

939
00:44:30,760 --> 00:44:33,080
we we see all the time, but 
you've never seen anything like 

940
00:44:33,080 --> 00:44:35,080
this. 
So you could fall into that trap

941
00:44:35,080 --> 00:44:36,680
where you're just a bit like, 
all right, very good. 

942
00:44:37,160 --> 00:44:40,800
Like what, Ross being amazed at 
Scott Moore's back bar that he 

943
00:44:40,800 --> 00:44:42,680
has in his house. 
And then you see this guy and he

944
00:44:42,680 --> 00:44:45,720
pulls out his phone and he shows
me his and it's like a shot. 

945
00:44:45,720 --> 00:44:47,760
He has a shot. 
I think he had more Spring Bank 

946
00:44:47,760 --> 00:44:49,000
than the Spring Bank gift shop 
IF. 

947
00:44:50,560 --> 00:44:53,600
If I say, and the great thing 
about that was he he said that 

948
00:44:54,160 --> 00:44:57,960
on the taste, I did a tasting 
for them in here when they when 

949
00:44:57,960 --> 00:45:00,560
the guys came and one of the 
drams that we put on was the 

950
00:45:00,560 --> 00:45:03,880
last DRAM was the Woody's 
Highland Park 7 that he did 

951
00:45:03,880 --> 00:45:07,040
exclusively for Diggers. 
And he looked at that and he 

952
00:45:07,040 --> 00:45:09,520
said, look at all the Highland 
parks I've got. 

953
00:45:09,520 --> 00:45:13,280
And he had all of them, 30 year 
old 2520 ones, whatever you can 

954
00:45:13,280 --> 00:45:14,880
get the age statement, he's had 
a lot of that. 

955
00:45:14,920 --> 00:45:17,040
And I said, well that's great, 
but have you ever tried 7 year 

956
00:45:17,040 --> 00:45:19,280
old single cask Highland Park? 
And he went no. 

957
00:45:19,280 --> 00:45:20,920
And he wasn't really sure about 
it. 

958
00:45:20,920 --> 00:45:22,760
He tried it and he was like, I 
need to buy at least three 

959
00:45:22,760 --> 00:45:24,680
bottles of that and he couldn't 
because it was all sold out. 

960
00:45:24,960 --> 00:45:27,880
But that opportunity is, you 
know, that's something that 

961
00:45:27,880 --> 00:45:30,280
people don't get a chance to do,
whereas we do in this. 

962
00:45:30,600 --> 00:45:33,280
And and the other thing we were 
talking before Graham managed to

963
00:45:33,280 --> 00:45:36,400
get out of a scratcher this 
morning, Howard, we were talking

964
00:45:36,400 --> 00:45:39,400
about how in America there's 
there, there's like a kind of 

965
00:45:39,400 --> 00:45:42,880
group of people that just go for
the highest ABV possible. 

966
00:45:42,880 --> 00:45:44,920
They hunt for these bottles. 
Oh, really? 

967
00:45:45,280 --> 00:45:48,280
Yeah, There's a mark, there's a 
market there where there are 

968
00:45:48,280 --> 00:45:49,960
guys. 
What was expression? 

969
00:45:50,000 --> 00:45:52,200
Hazmat so. 
Hazmat. 

970
00:45:52,200 --> 00:45:56,040
W17 percent alcohol they they 
seek out really. 

971
00:45:56,080 --> 00:45:57,960
Yeah, we there's a lot of proof 
hounds. 

972
00:45:58,360 --> 00:45:59,480
Proof, yeah. 
Yeah. 

973
00:46:00,040 --> 00:46:03,240
So what's the highest percentage
ABV whiskey you've imported? 

974
00:46:03,920 --> 00:46:08,040
However, can you remember or? 
Yeah, I imported a new make 

975
00:46:08,040 --> 00:46:10,440
spirit that was. 
Pretty because how does that 

976
00:46:10,440 --> 00:46:12,680
work in America? 
Because obviously once it's left

977
00:46:12,680 --> 00:46:14,600
Scotland as new make spirit, it 
will never be whiskey. 

978
00:46:14,640 --> 00:46:15,360
No, no. 
So. 

979
00:46:15,800 --> 00:46:17,320
So it was kind of funny. 
Well. 

980
00:46:17,320 --> 00:46:18,640
It'll never be Scotch whiskey. 
Yeah. 

981
00:46:19,360 --> 00:46:24,240
I had to write the TTB and we 
had to get a formula approval 

982
00:46:24,560 --> 00:46:27,000
for new make spirit because 
because. 

983
00:46:27,000 --> 00:46:30,160
No one had ever imported it 
before as like for retail or. 

984
00:46:30,520 --> 00:46:32,760
I'm sure someone had some more, 
but yeah, yeah. 

985
00:46:32,760 --> 00:46:37,080
But so if, if your whiskey is 
Scotch whiskey, it gets a pass 

986
00:46:37,080 --> 00:46:39,040
from the TTB, You don't have to 
write a formula. 

987
00:46:39,360 --> 00:46:41,400
They probably are not going to 
do any kind of analysis. 

988
00:46:41,400 --> 00:46:44,440
Like they trust it. 
Yeah, yeah. 

989
00:46:44,880 --> 00:46:48,640
They know that if, if, if SWA 
and the UK government has said 

990
00:46:48,640 --> 00:46:50,720
that this is Scotch whiskey, 
that it's it's OK. 

991
00:46:50,760 --> 00:46:52,080
Yeah, it's good. 
It's good stuff. 

992
00:46:53,040 --> 00:46:56,800
But anything else based like 
Canadian whiskey and I think 

993
00:46:56,800 --> 00:47:00,280
Irish whiskey, there's like 
other but but numake spirit or 

994
00:47:00,280 --> 00:47:02,480
gin or a number of other things.
You need to have a form, what's 

995
00:47:02,480 --> 00:47:04,600
called a formula. 
So I had to write up all the 

996
00:47:04,600 --> 00:47:08,040
steps that go into making Scotch
up until it going into the oak 

997
00:47:08,040 --> 00:47:11,400
barrel and they approved it and 
we imported it. 

998
00:47:11,400 --> 00:47:16,560
And I I think that was it, that 
63 1/2% alcohol, I don't recall.

999
00:47:16,600 --> 00:47:18,880
That wasn't even aged in a 
barrel at that by cask or 

1000
00:47:18,880 --> 00:47:20,160
anything. 
It was literally just straight 

1001
00:47:20,160 --> 00:47:23,440
from the cells. 
And that's an entertainer and a 

1002
00:47:23,440 --> 00:47:24,400
tanker. 
Yeah. 

1003
00:47:24,520 --> 00:47:27,160
So you're, so you are especially
numate because. 

1004
00:47:27,760 --> 00:47:29,680
I mean you selling this in 
bottles to the public? 

1005
00:47:29,680 --> 00:47:30,400
Was. 
Oh yeah, yeah. 

1006
00:47:30,480 --> 00:47:31,680
Yeah, and it went down quite 
well. 

1007
00:47:31,800 --> 00:47:33,240
I mean you well the proof hounds
would well. 

1008
00:47:33,280 --> 00:47:34,960
I was gonna say there's proof 
hounds, but there's also a 

1009
00:47:34,960 --> 00:47:37,000
culture of moonshine in America 
as well. 

1010
00:47:37,320 --> 00:47:39,800
You know the kind of clear 
spirit so. 

1011
00:47:40,080 --> 00:47:43,520
I don't know if it would scale, 
but shops that got it sold it 

1012
00:47:43,520 --> 00:47:46,400
out in 24 hours just because 
people had not seen it before. 

1013
00:47:46,600 --> 00:47:48,880
Yeah, yeah, just because it was 
just something different, just 

1014
00:47:48,880 --> 00:47:51,480
something new. 
We we kept the price sharp. 

1015
00:47:51,480 --> 00:47:53,680
It was, it was. 
So it's a funny story with that 

1016
00:47:53,680 --> 00:47:56,680
like I was getting, I was 
getting charged warehouse rent 

1017
00:47:57,120 --> 00:48:02,240
on this jug of new make spirit 
and the tariffs were about to be

1018
00:48:02,240 --> 00:48:04,080
implemented. 
So I based, I called up my 

1019
00:48:04,080 --> 00:48:07,040
friends at whiskey broker and I 
said, let's let's put it in the 

1020
00:48:07,040 --> 00:48:09,840
bottle and get it into the US 
before the tariffs are 

1021
00:48:09,840 --> 00:48:12,240
implemented. 
And we airlifted out a whole 

1022
00:48:12,240 --> 00:48:16,440
bunch of of liquid on April 1st 
last year. 

1023
00:48:16,440 --> 00:48:18,600
The tariffs went into effect 
April 2nd. 

1024
00:48:18,640 --> 00:48:22,240
Happy birthday, Grandpa. 
And so that that was, that was 

1025
00:48:22,320 --> 00:48:25,720
that was that was a A1 time, you
know, great thing that we did. 

1026
00:48:25,720 --> 00:48:27,480
Yeah, yeah, that was that. 
Was you could move like that 

1027
00:48:27,480 --> 00:48:29,760
because it is you don't have 
really too much of a problem 

1028
00:48:29,760 --> 00:48:32,240
with that now that like whiskey 
you meant whiskey broker. 

1029
00:48:32,240 --> 00:48:34,800
I should say it's funny whiskey 
broker. 

1030
00:48:34,880 --> 00:48:38,200
I've been speaking a lot about 
them this week as well and the 

1031
00:48:38,240 --> 00:48:39,840
the the is it Martin his name 
is. 

1032
00:48:39,840 --> 00:48:42,440
Martin and Jane Armstrong. 
Down, down, and now they're 

1033
00:48:42,440 --> 00:48:43,560
down. 
South in Creetown. 

1034
00:48:43,560 --> 00:48:45,560
Yes, yeah, he's a. 
Beautiful, sweet coward, Yeah, I

1035
00:48:45,560 --> 00:48:48,120
was. 
And they're the, these guys as 

1036
00:48:48,120 --> 00:48:50,880
A, the, the, the B word, the 
broker word is in their name. 

1037
00:48:50,920 --> 00:48:52,200
Yeah. 
But actually they, they, they 

1038
00:48:52,240 --> 00:48:55,160
sell, buy and sell casks to, to 
trade. 

1039
00:48:55,160 --> 00:48:57,280
They are not involved in any 
investment. 

1040
00:48:57,560 --> 00:49:00,560
What you know, in fact, Martin's
been very actively against it 

1041
00:49:00,560 --> 00:49:03,960
and spoken very openly about it 
and and talked to me about it as

1042
00:49:03,960 --> 00:49:07,280
well in length. 
But they are one of the people 

1043
00:49:07,280 --> 00:49:09,520
that they bottle stuff, but they
also do a lot of storage because

1044
00:49:09,520 --> 00:49:11,080
that's the next the question I 
want to have. 

1045
00:49:11,080 --> 00:49:12,840
We've got some duty paid samples
in front of us. 

1046
00:49:13,160 --> 00:49:15,800
But what I wonder, how do you, 
how do you go like sourcing 

1047
00:49:15,800 --> 00:49:17,320
whiskey Then what's the process 
for you? 

1048
00:49:17,480 --> 00:49:19,280
Like what's it been like for the
last couple of weeks for you 

1049
00:49:19,400 --> 00:49:20,880
being in and around and speaking
to people? 

1050
00:49:21,160 --> 00:49:24,600
Yeah. 
So I, I should preface with my 

1051
00:49:24,600 --> 00:49:28,480
suppliers will always be better 
at independent bottling then 

1052
00:49:28,560 --> 00:49:31,600
then I would ever be because 
they, they either own the 

1053
00:49:31,600 --> 00:49:33,600
warehouse or they're close to 
the warehouse. 

1054
00:49:34,800 --> 00:49:39,040
And so my process is I, I, I, I 
meet with them, I see what they 

1055
00:49:39,040 --> 00:49:41,880
have available. 
I try to give them some, some 

1056
00:49:41,880 --> 00:49:43,840
feedback. 
What I see domestically in my 

1057
00:49:43,840 --> 00:49:48,160
market, what, what sales have 
been moving quicker for me, what

1058
00:49:48,160 --> 00:49:51,520
types of bottles people are 
looking for price ranges that 

1059
00:49:51,520 --> 00:49:55,760
the US public seems to you know 
from, from my sales data that I 

1060
00:49:55,760 --> 00:49:57,840
see move. 
And I try to have collaborative 

1061
00:49:57,840 --> 00:50:00,920
conversations with, with all the
suppliers so that they can 

1062
00:50:00,960 --> 00:50:04,080
either set up their out turns 
to, to accommodate what will 

1063
00:50:04,080 --> 00:50:06,720
work for us. 
Or if they're, they're sourcing 

1064
00:50:06,720 --> 00:50:09,920
whiskey, they can try to source 
things that that work. 

1065
00:50:11,600 --> 00:50:15,360
I do some private casks either 
for, for clubs or for stores or 

1066
00:50:15,360 --> 00:50:18,480
just curiosities like fun 
experiments I like to do just 

1067
00:50:18,480 --> 00:50:22,280
for myself. 
And so my, my process for that 

1068
00:50:22,280 --> 00:50:24,640
is when we're looking at where 
the whiskey, I run it through 

1069
00:50:24,640 --> 00:50:26,560
the same model. 
And I said, where is this going 

1070
00:50:26,560 --> 00:50:27,800
to be? 
And is it, is it going to be 

1071
00:50:27,800 --> 00:50:29,800
economically viable on the 
shelf? 

1072
00:50:30,520 --> 00:50:32,800
Wow. 
And that probably makes it a lot

1073
00:50:32,800 --> 00:50:38,280
easier because going to our 
independent bottler and saying, 

1074
00:50:39,000 --> 00:50:42,600
listen guys, what we know is 
that something very heavily 

1075
00:50:42,600 --> 00:50:46,080
pitted, something that's 60 odd 
percent and something that's 

1076
00:50:46,120 --> 00:50:50,320
dark will sell very, very well. 
And they can go and go right. 

1077
00:50:50,560 --> 00:50:52,400
Here's the cast that we have in 
that category. 

1078
00:50:52,680 --> 00:50:55,920
Whereas you don't have the power
to go because you don't have the

1079
00:50:55,920 --> 00:51:00,200
selling power at the moment to 
go to have a big brand like, you

1080
00:51:00,200 --> 00:51:04,560
know, Glenn Morngy and saying, 
my whiskey drinkers want this 

1081
00:51:04,560 --> 00:51:07,520
because they'll just go, well, 
pick what we've got and that's 

1082
00:51:07,520 --> 00:51:09,400
what you get. 
Whereas you being able to have 

1083
00:51:09,400 --> 00:51:12,400
that flexibility where we have 
now we've got samples in front 

1084
00:51:12,400 --> 00:51:15,120
of us because it is fast 
approaching 11 AM. 

1085
00:51:15,120 --> 00:51:16,520
So we should probably have a 
drama. 

1086
00:51:16,520 --> 00:51:21,120
It's it's, that's what we got. 
What, what are these, what 

1087
00:51:21,120 --> 00:51:22,160
you've you've brought in with 
you? 

1088
00:51:22,160 --> 00:51:23,720
So what? 
Yeah, this first one here is a 

1089
00:51:23,920 --> 00:51:25,200
Blair Athol. 
Yes. 

1090
00:51:26,120 --> 00:51:27,960
So it's a Blairathol. 
It's a private cask. 

1091
00:51:27,960 --> 00:51:30,560
I I bought from from Martin at 
whiskey broker. 

1092
00:51:30,560 --> 00:51:32,040
I bought it in a in a hog's 
head, so. 

1093
00:51:32,040 --> 00:51:34,360
This is one of your own cast. 
Yeah, it's a private cast that I

1094
00:51:34,360 --> 00:51:35,360
have. 
I wanted to share it with you 

1095
00:51:35,360 --> 00:51:36,680
guys. 
Fantastic. 

1096
00:51:36,760 --> 00:51:40,520
I saw some really strange cast 
that I had shipped over from 

1097
00:51:40,520 --> 00:51:43,240
America. 
So this is a bourbon barrel that

1098
00:51:43,240 --> 00:51:47,160
held rum and tequila and now it 
has Blairathol in it. 

1099
00:51:47,520 --> 00:51:49,040
Wow, OK. 
So wow. 

1100
00:51:50,160 --> 00:51:51,000
It's hard to about. 
Cheers. 

1101
00:51:51,000 --> 00:51:54,920
Cheers, and so none of the the I
BS that I work with probably 

1102
00:51:54,920 --> 00:51:56,880
would want to touch this, but I 
thought it looked. 

1103
00:51:56,880 --> 00:51:57,920
Cool. 
You just thought, yeah, so this 

1104
00:51:57,920 --> 00:51:59,680
is something, this is your own 
project. 

1105
00:51:59,760 --> 00:52:02,040
Yeah, but this is, this is 
interesting where you're 

1106
00:52:02,040 --> 00:52:05,880
mentioning that you're sourcing 
casks in America and then 

1107
00:52:05,960 --> 00:52:08,360
bringing them to Scotland. 
You're almost involved in a kind

1108
00:52:08,360 --> 00:52:10,560
of, it's interesting. 
You're almost involved in the 

1109
00:52:10,560 --> 00:52:13,920
other end of the industry where 
it's no we'll we'll bring casks 

1110
00:52:14,360 --> 00:52:17,480
to Scotland that that can be 
used to mature Scotch. 

1111
00:52:17,920 --> 00:52:20,000
It's really interesting. 
Yeah, I think it's it's 

1112
00:52:20,000 --> 00:52:23,680
something that I think is fun. 
I think for for the US consumer.

1113
00:52:23,680 --> 00:52:27,920
I try to source from so it's not
just a ex bourbon barrel, but I 

1114
00:52:27,920 --> 00:52:31,480
try to pick what I think are fun
distilleries that that you know,

1115
00:52:31,560 --> 00:52:33,320
so people can that are geeks can
get into. 

1116
00:52:33,320 --> 00:52:36,520
Well, what mash bill held this? 
Or was this rye or? 

1117
00:52:36,520 --> 00:52:38,640
Or that is, that is the market. 
You're having it. 

1118
00:52:38,640 --> 00:52:42,040
Like you say, if you can, if you
could lift up the Independent 

1119
00:52:42,040 --> 00:52:43,960
Spirits Festival and stick it 
into the States. 

1120
00:52:43,960 --> 00:52:46,200
The people that are going to be 
in there later on this afternoon

1121
00:52:46,200 --> 00:52:48,440
are the people that you want 
because they're the people that 

1122
00:52:48,440 --> 00:52:55,120
will sit there and go now like 
we've had which when Scott 

1123
00:52:55,120 --> 00:53:00,000
Sneddon brought oat whiskey to 
our birthday party, it's 

1124
00:53:00,000 --> 00:53:04,200
probably the best reaction to a 
whiskey that not many people 

1125
00:53:04,640 --> 00:53:09,320
particularly enjoyed but 
actually loved at the same time.

1126
00:53:09,320 --> 00:53:14,000
Because what it was was it was 
OK OT it was oat whiskey. 

1127
00:53:15,840 --> 00:53:19,000
People were a bit like not a 
drama that I would probably go 

1128
00:53:19,000 --> 00:53:21,040
to regularly. 
It's probably where it's 

1129
00:53:21,040 --> 00:53:24,360
sitting. 
However, the opportunity to try 

1130
00:53:24,640 --> 00:53:28,240
2 drams of oat whiskey have been
matured separately was just an 

1131
00:53:28,240 --> 00:53:30,400
incredible thing. 
And that would be the same with 

1132
00:53:30,400 --> 00:53:31,680
this. 
There'll be people who look at 

1133
00:53:31,680 --> 00:53:34,760
that. 
I really want to try some water.

1134
00:53:34,840 --> 00:53:37,640
Tequila. 
Tequila, So that's what. 

1135
00:53:37,640 --> 00:53:40,480
So this is a tequila and rum 
rum. 

1136
00:53:40,640 --> 00:53:43,520
So what was in a bourbon barrel?
So a bourbon barrel that said 

1137
00:53:43,520 --> 00:53:46,720
had aged tequila in it and then 
aged rum in it and now has 

1138
00:53:46,720 --> 00:53:47,640
Blair? 
What age? 

1139
00:53:47,800 --> 00:53:48,960
What's? 
A10 year, 10 year. 

1140
00:53:48,960 --> 00:53:52,440
Old 10 years Blair and. 
Blair Apple, traditionally, you 

1141
00:53:52,440 --> 00:53:55,720
know, it would be cherry casks 
and that very kind of, you know,

1142
00:53:55,760 --> 00:53:58,840
that deep colour you see with 
Blair Athol from thinking the 

1143
00:53:58,920 --> 00:54:01,200
floor and fauna. 
So this is this is something 

1144
00:54:01,200 --> 00:54:02,920
completely different as well. 
Absolutely. 

1145
00:54:02,920 --> 00:54:05,840
You know, it's not what you 
would normally see spirit from 

1146
00:54:05,840 --> 00:54:06,680
that distillery. 
Yeah. 

1147
00:54:07,080 --> 00:54:09,600
Fantastic. 
I mean, and I'll have to say, 

1148
00:54:09,600 --> 00:54:11,920
well, we're going to have to 
come clean Howard and and let 

1149
00:54:11,920 --> 00:54:13,360
the listeners in on a little 
secret. 

1150
00:54:13,360 --> 00:54:17,000
But we were we were with each 
other yesterday for a long day 

1151
00:54:17,000 --> 00:54:21,280
of drinking drabs. 
So I did try this last night and

1152
00:54:21,280 --> 00:54:24,640
I'm glad that I I still probably
have the taste of it at the back

1153
00:54:24,640 --> 00:54:26,640
of my mouth before I tried it 
this morning again. 

1154
00:54:26,640 --> 00:54:28,120
A. 
Bit of water and that's lovely. 

1155
00:54:28,120 --> 00:54:30,480
But it's nice to revisit this. 
It's absolutely lovely. 

1156
00:54:30,480 --> 00:54:33,760
Because we did try, there was a 
lot of drums consumed yesterday 

1157
00:54:33,760 --> 00:54:35,680
there. 
Were a lot of drums, yeah. 

1158
00:54:36,360 --> 00:54:38,920
And it was great. 
But the conversations that 

1159
00:54:38,920 --> 00:54:42,520
you're having then are you 
speaking, Obviously you're, 

1160
00:54:43,240 --> 00:54:45,560
you're re engaging with people 
you're already working with to 

1161
00:54:45,560 --> 00:54:48,760
maintain that relationship, but 
are you also looking at building

1162
00:54:48,760 --> 00:54:51,160
new relationships and speaking 
to new people and seeing what 

1163
00:54:51,160 --> 00:54:53,640
it's about? 
Yeah, so at the last Independent

1164
00:54:53,640 --> 00:54:57,920
Spirits Festival, shout out to 
Scotch on the Bayou. 

1165
00:54:57,960 --> 00:55:02,480
She's a great influencer, runs a
YouTube show in the US. 

1166
00:55:02,480 --> 00:55:05,120
She grabbed me by the arm and 
physically dragged me to the 

1167
00:55:05,120 --> 00:55:08,120
Living Souls booth and told me I
had to try this stuff. 

1168
00:55:08,640 --> 00:55:10,120
And there was like swarms of 
people. 

1169
00:55:10,120 --> 00:55:12,840
And so I probably would not have
tried to fight the swarm into 

1170
00:55:12,840 --> 00:55:14,880
there. 
But that was that was how I 

1171
00:55:14,880 --> 00:55:18,480
discovered them. 
And for me to add anyone to the 

1172
00:55:18,600 --> 00:55:21,880
the portfolio of what I import, 
they really have to be additive.

1173
00:55:22,280 --> 00:55:24,040
They have to, they have to have 
something different. 

1174
00:55:24,040 --> 00:55:26,480
We don't want to just import the
same stuff with different 

1175
00:55:26,480 --> 00:55:29,400
labels. 
And so I thought what what they 

1176
00:55:29,400 --> 00:55:32,680
were doing with especially with 
the 99 in one, but also with 

1177
00:55:32,680 --> 00:55:34,440
with some of the other products 
they have. 

1178
00:55:34,720 --> 00:55:37,120
For a company, it's only been 
kind of doing what they're doing

1179
00:55:37,120 --> 00:55:39,200
for 18 months. 
Yeah, just making waves. 

1180
00:55:39,200 --> 00:55:43,040
The the, the living souls, even 
the they're bottling, even the 

1181
00:55:43,040 --> 00:55:44,480
bottles that they have. 
They're beautiful. 

1182
00:55:44,640 --> 00:55:46,320
Do you know what? 
They're bottles, right? 

1183
00:55:46,840 --> 00:55:48,360
Oh, they're. 
Bottles. 

1184
00:55:48,360 --> 00:55:49,920
They are nice bottles. 
They're almost like wine. 

1185
00:55:49,920 --> 00:55:51,000
Bottles. 
Well, they're cognac. 

1186
00:55:51,000 --> 00:55:53,200
They're the cognac version of 
the tall round. 

1187
00:55:53,920 --> 00:55:56,800
Ah, so that's like because I'm 
not really a cognac drinker but 

1188
00:55:56,800 --> 00:55:58,960
if you were to buy. 
It may be cognac or Brandy A. 

1189
00:55:59,440 --> 00:56:02,320
Standard cognac or a Brandy? 
That's their standard bottle. 

1190
00:56:02,560 --> 00:56:05,160
Basically, if you looked at that
the Brandy label and you were a 

1191
00:56:05,160 --> 00:56:07,280
Brandy drinker, you'd look at 
that as the same way. 

1192
00:56:07,280 --> 00:56:09,600
You'd say, well, that's just a 
tall, that's a very standardised

1193
00:56:09,600 --> 00:56:11,200
bottle. 
But basically what it's very 

1194
00:56:11,200 --> 00:56:12,960
interesting is it means that 
when they go and buy the 

1195
00:56:12,960 --> 00:56:15,400
bottles, they're buying them 
just as cheap as you can pick up

1196
00:56:15,400 --> 00:56:17,680
a tall round. 
But they're also that's I. 

1197
00:56:17,680 --> 00:56:20,080
Think there's some cognac or 
Brandy company using a tall 

1198
00:56:20,080 --> 00:56:22,920
round? 
Oh, these fancy bottles. 

1199
00:56:22,960 --> 00:56:26,440
Yeah, fast. 
But as a brand to go in there 

1200
00:56:26,440 --> 00:56:28,880
and the access to liquid that 
they've got and the stock and 

1201
00:56:29,160 --> 00:56:33,000
and as you've said already heard
just that the the the releases 

1202
00:56:33,000 --> 00:56:35,760
that they've put are actually. 
40 years incredible that's been 

1203
00:56:36,040 --> 00:56:39,360
very popular in the US and 
they've they've done something 

1204
00:56:39,360 --> 00:56:41,760
really interesting where they've
done different batches. 

1205
00:56:42,160 --> 00:56:46,040
So each of the batches has 
variation for people to to go 

1206
00:56:46,040 --> 00:56:49,080
explore. 
And so I, I, we got contacted 

1207
00:56:49,200 --> 00:56:52,440
by, by a number of people. 
We, we, I, I try to talk to 

1208
00:56:52,440 --> 00:56:55,200
everyone that is interested and,
and hear them out. 

1209
00:56:55,200 --> 00:56:58,120
I run it, I run them through the
pricing model and talk how, how 

1210
00:56:58,120 --> 00:57:00,680
it works in the US. 
But in order for us to be able 

1211
00:57:00,680 --> 00:57:02,680
to, to bring another brand 
because it's just me and my 

1212
00:57:02,680 --> 00:57:04,560
wife. 
Yeah, my my my favorite wife. 

1213
00:57:04,560 --> 00:57:07,200
Favorite wife. 
Yeah, Favorite, Favorite wife? 

1214
00:57:07,560 --> 00:57:08,720
We're running the. 
Probably. 

1215
00:57:08,720 --> 00:57:11,960
I had a good day, yeah. 
So I thought I only have so many

1216
00:57:11,960 --> 00:57:14,000
hours in the day just. 
Like to state that my current 

1217
00:57:14,000 --> 00:57:16,760
wife is my favorite. 
Way I'm good for so far So far. 

1218
00:57:19,520 --> 00:57:21,520
They have to grow the pie. 
So we don't want to just 

1219
00:57:21,520 --> 00:57:24,080
reallocate pieces of the pie. 
We want to bring brands in that 

1220
00:57:24,080 --> 00:57:26,360
have something really special, 
have something unique, something

1221
00:57:26,360 --> 00:57:30,040
that gets people exciting is 
going to do new entries into the

1222
00:57:30,040 --> 00:57:31,600
market. 
So when we brought Annandale in,

1223
00:57:31,600 --> 00:57:34,480
there was new states that were 
emailing us that weren't 

1224
00:57:34,480 --> 00:57:37,080
currently on, on where we were 
working with that said, we want 

1225
00:57:37,080 --> 00:57:39,120
Annandale. 
And so that that's, that's what 

1226
00:57:39,120 --> 00:57:41,680
we're looking for. 
That's really cool and that and 

1227
00:57:41,800 --> 00:57:43,520
that's the other problem is 
you'd love to say yes to 

1228
00:57:43,520 --> 00:57:45,800
absolutely everybody, but from a
time point of view, but also 

1229
00:57:46,120 --> 00:57:49,920
you're you're the danger is and 
this is where it's the the 

1230
00:57:49,920 --> 00:57:53,120
danger you have is you buy a 
you, you buy because you have to

1231
00:57:53,120 --> 00:57:55,240
pay for it, don't you? 
At the end of the day, this is 

1232
00:57:55,240 --> 00:57:58,520
the bet that everyone forgets is
you, you're the guy that has to 

1233
00:57:58,520 --> 00:58:00,000
pay for the whiskey the first 
time. 

1234
00:58:00,400 --> 00:58:04,320
So you buy 100 bottles of us. 
You've had to pay that right. 

1235
00:58:04,320 --> 00:58:06,920
You've got that liability. 
Then through your trusted 

1236
00:58:06,920 --> 00:58:08,440
networks, you're going to your 
distributors. 

1237
00:58:08,440 --> 00:58:11,480
They buy it off you right, which
you've added a margin to it and 

1238
00:58:11,480 --> 00:58:13,880
that's fine. 
You can go that's me fine. 

1239
00:58:13,880 --> 00:58:15,760
I got my money back and I've 
made a little bit on top of it. 

1240
00:58:15,760 --> 00:58:19,440
But the problem is if you're in 
a situation where the whiskey 

1241
00:58:19,440 --> 00:58:21,920
that the distributor's bought 
off you that's gone in, that's 

1242
00:58:21,960 --> 00:58:24,200
been convinced to put it into a 
retailer or a bar. 

1243
00:58:24,480 --> 00:58:26,000
Yeah, right. 
And it doesn't move. 

1244
00:58:26,000 --> 00:58:28,680
Yeah, they will never come. 
The next thing you phone them up

1245
00:58:28,680 --> 00:58:30,000
and say, oh, I've got this 
stuff. 

1246
00:58:30,000 --> 00:58:32,480
They go, no thanks, Howard, 
because the last stuff you gave 

1247
00:58:32,480 --> 00:58:34,000
us, it didn't, it didn't shift. 
Yeah. 

1248
00:58:34,000 --> 00:58:35,960
So then your models knackered on
that front. 

1249
00:58:36,040 --> 00:58:38,520
But from a positive point of 
view, you you, you sell 100 

1250
00:58:38,520 --> 00:58:40,360
bottles and it goes like 
hotcakes and you've got the. 

1251
00:58:40,360 --> 00:58:41,520
Distributor we need it like 
when. 

1252
00:58:41,520 --> 00:58:42,760
Can we get more wine? 
That's all. 

1253
00:58:42,800 --> 00:58:44,960
But that's the precarious 
because it's easy to forget 

1254
00:58:44,960 --> 00:58:47,280
that, yeah, the consumers 
getting hit with a lot of the 

1255
00:58:47,280 --> 00:58:49,360
price because you've got 
everyone's getting their margin 

1256
00:58:49,560 --> 00:58:51,400
and they're cut and there's a 
cost involved. 

1257
00:58:51,720 --> 00:58:54,560
But at the end of the day, 
you're the first person that has

1258
00:58:54,560 --> 00:58:56,080
to take the hat. 
Yeah. 

1259
00:58:56,080 --> 00:58:59,480
So a number of the brands work 
with us on terms, yeah. 

1260
00:58:59,640 --> 00:59:03,280
So that we might have 30 or 60 
days, yeah, from from when we 

1261
00:59:03,280 --> 00:59:05,720
buy the product. 
But when you think about how 

1262
00:59:05,720 --> 00:59:11,040
long it takes to get the product
from from Scotland to the US to 

1263
00:59:11,040 --> 00:59:14,960
a distributor, it, it, we don't 
usually typically complete our 

1264
00:59:14,960 --> 00:59:19,400
cycle before the the terms. 
So our one of the things that 

1265
00:59:19,400 --> 00:59:23,280
we're working with and it's, 
it's a bit of an uphill fight is

1266
00:59:23,280 --> 00:59:26,240
the distributors in the US are 
all asking for terms as well. 

1267
00:59:26,840 --> 00:59:30,280
So the distributors are might 
want between 30 and 60 days. 

1268
00:59:30,320 --> 00:59:32,600
Yeah. 
So everyone, everyone wants that

1269
00:59:32,600 --> 00:59:33,440
buffer. 
Yeah. 

1270
00:59:33,440 --> 00:59:35,720
So that they can suddenly go, 
well, I can have that sold by 

1271
00:59:35,720 --> 00:59:38,200
the time that invoice needs to 
be paid, and that that helps. 

1272
00:59:38,200 --> 00:59:40,640
But at the same time, if 
everyone does that, then there's

1273
00:59:40,640 --> 00:59:43,200
30 days here, 30 days there, and
suddenly you're going back and 

1274
00:59:43,200 --> 00:59:45,160
say, well, it's 90 days, 
someone's going to have to still

1275
00:59:45,160 --> 00:59:45,800
pay. 
Yeah. 

1276
00:59:45,920 --> 00:59:48,640
So that's usually me, yeah. 
You're yeah, that, that and 

1277
00:59:48,640 --> 00:59:51,040
that's the tricky bit, but I 
mean, exciting thing to be able 

1278
00:59:51,040 --> 00:59:53,400
to start and to be able to see 
the see it growing. 

1279
00:59:53,800 --> 00:59:56,760
Yeah, the pub is now starting to
open, so we do get thirsty. 

1280
00:59:56,840 --> 00:59:59,160
What's the second draft? 
Mention the second round and 

1281
00:59:59,160 --> 01:00:03,120
just on this first round really 
with a bit of water, really, 

1282
01:00:03,120 --> 01:00:05,680
really nice. 
I get that kind of sugar from 

1283
01:00:05,680 --> 01:00:07,840
the rum. 
I get a bit of spiciness, a bit 

1284
01:00:07,840 --> 01:00:11,120
of there is a bit of a kind of 
tequila taste. 

1285
01:00:11,400 --> 01:00:13,920
I do think I get that. 
What I want Angus to do. 

1286
01:00:13,960 --> 01:00:15,920
Lovely. 
But yeah, don't tell Angus this.

1287
01:00:16,160 --> 01:00:19,160
Right? 
I want Angus to read the label. 

1288
01:00:19,320 --> 01:00:21,360
OK, pour yourself. 
We drop. 

1289
01:00:21,520 --> 01:00:23,000
Okie Doke. 
Tell us what you think it is, 

1290
01:00:23,000 --> 01:00:24,720
because the colour of that 
everything about it. 

1291
01:00:26,320 --> 01:00:28,760
So explain it for the listeners 
who are listening what you have 

1292
01:00:28,760 --> 01:00:31,640
in front of you. 
So I have it's a linquid. 

1293
01:00:31,800 --> 01:00:36,440
Yeah. 
Year 2010, so presumably 16 

1294
01:00:36,440 --> 01:00:37,680
years old. 
Right now, talk about the 

1295
01:00:37,680 --> 01:00:43,080
colour. 
The colour, it's a yeah, it's a 

1296
01:00:43,080 --> 01:00:49,960
kind of deep tea stained colour,
yeah. 50 Watt course ABV. 53 

1297
01:00:49,960 --> 01:00:51,280
point. 
Six quarter DRAM, so. 

1298
01:00:51,280 --> 01:00:54,640
Looks to me, I mean if I was to 
be I would say a 16 year old 

1299
01:00:54,680 --> 01:00:55,600
cherry cast. 
Right. 

1300
01:00:55,920 --> 01:00:58,280
Or also something like. 
That it would be, yeah, that's 

1301
01:00:58,280 --> 01:01:04,040
fair. 
That would be put this in my 

1302
01:01:04,040 --> 01:01:06,400
glass. 
I will say Martin Armstrong 

1303
01:01:06,400 --> 01:01:10,120
personally pulled that from the.
Yeah, I should add you can, you 

1304
01:01:10,120 --> 01:01:11,880
can tell that these have not 
been filtered. 

1305
01:01:11,880 --> 01:01:14,800
These there's there's lovely wee
bits of char. 

1306
01:01:14,800 --> 01:01:17,240
And it's a lot, right? 
So I, I really enjoyed this DRAM

1307
01:01:17,240 --> 01:01:17,960
last night. 
Right. 

1308
01:01:18,000 --> 01:01:20,160
Have a wee say that it's having 
a taste. 

1309
01:01:20,160 --> 01:01:23,960
Angus, tell us what you think. 
Good. 

1310
01:01:23,960 --> 01:01:30,040
What do you reckon? 
Yep, smells very nice. 

1311
01:01:30,040 --> 01:01:32,880
Let me let me taste it. 
Proof of the puddings in the 

1312
01:01:32,880 --> 01:01:33,560
eating right? 
Yeah. 

1313
01:01:40,920 --> 01:01:43,040
That is delicious. 
That is absolutely delicious. 

1314
01:01:43,120 --> 01:01:46,760
And it doesn't taste 53% either.
It's one of these drams that 

1315
01:01:47,480 --> 01:01:50,760
honestly tastes about 43%, 
right? 

1316
01:01:51,320 --> 01:01:54,720
It's very sweet, very sweet, 
very fudgy. 

1317
01:01:55,040 --> 01:01:56,560
Yeah. 
That's lovely, right? 

1318
01:01:56,560 --> 01:01:58,680
Yeah, that's delicious. 
Tell us about that. 

1319
01:01:58,720 --> 01:02:01,960
Tell us a bit more. 
What cast have we got? 

1320
01:02:01,960 --> 01:02:02,280
Here. 
Yeah. 

1321
01:02:02,280 --> 01:02:05,760
So this is Lyncwood. 
I bought it from Whiskey Broker 

1322
01:02:06,600 --> 01:02:10,760
and so they had a good amount of
history on it that Martin was 

1323
01:02:10,760 --> 01:02:13,520
able to share with me. 
It was another, I was an 

1324
01:02:13,520 --> 01:02:19,080
international buyer that had it.
It was in three bourbon barrels.

1325
01:02:19,440 --> 01:02:21,640
1 was the longer maturation, he 
told me. 

1326
01:02:21,640 --> 01:02:24,600
The next one they only like put 
in for 30 days, like kind of 

1327
01:02:24,600 --> 01:02:26,760
like a tea bag. 
And then it went into a third 

1328
01:02:26,760 --> 01:02:29,520
one where I've had it for the 
past several years and we've 

1329
01:02:29,520 --> 01:02:31,520
been drawing samples. 
So this has been re racked 3 

1330
01:02:31,520 --> 01:02:33,880
Times Now, yes? 
But in three different bourbon 

1331
01:02:33,880 --> 01:02:35,520
barrels, so there's. 
No, Sherry, there's no. 

1332
01:02:35,560 --> 01:02:38,120
Sherry whatsoever, but I mean, 
what a color, it's gone on the 

1333
01:02:38,120 --> 01:02:39,400
color. 
On that, if you get a chance 

1334
01:02:39,480 --> 01:02:41,120
for. 
A 16 year old that's only been 

1335
01:02:41,120 --> 01:02:42,720
in bourbon. 
And Linkwood as. 

1336
01:02:42,760 --> 01:02:45,720
Well, and and and the Berman 
cast were the all refills was 

1337
01:02:45,720 --> 01:02:48,560
there Virgin Oak was there first
fell do you know or do you? 

1338
01:02:48,560 --> 01:02:50,960
Know I don't have that I. 
Don't have that, but but three 

1339
01:02:50,960 --> 01:02:53,680
so that's been re racked 3 times
into different and like you say,

1340
01:02:53,680 --> 01:02:57,240
one really long one just tea bag
and then the next one is where 

1341
01:02:57,240 --> 01:02:59,440
it's sitting right now and what 
a taste. 

1342
01:02:59,440 --> 01:03:01,280
That's absolutely that's an 
incredible and that's going to 

1343
01:03:01,280 --> 01:03:03,040
so that's your own cask as. 
Well, that's my cask. 

1344
01:03:03,280 --> 01:03:05,560
Yeah, you're lucky. 
Thank you very much for giving 

1345
01:03:05,560 --> 01:03:08,200
us bottle because please tell us
when you're going to be putting 

1346
01:03:08,200 --> 01:03:10,240
that in a glass for there for 
retail because that. 

1347
01:03:10,560 --> 01:03:12,880
We might have to go over to the 
States to pick up a bottle grab.

1348
01:03:13,320 --> 01:03:15,600
Happily do that. 
But look, the pub is now open, 

1349
01:03:15,600 --> 01:03:17,400
people are going to start 
flooding in. 

1350
01:03:17,920 --> 01:03:19,920
We've been lucky enough to be 
here for a good hour and a half 

1351
01:03:19,920 --> 01:03:23,360
beforehand enjoying our coffee, 
our drams and things. 

1352
01:03:23,360 --> 01:03:26,240
But we are getting to the stage 
of the of the conversation where

1353
01:03:26,240 --> 01:03:28,440
we do ask our guests whether 
what 3 drams Howard. 

1354
01:03:28,440 --> 01:03:31,560
So basically I did briefly, I 
think I breathe, yeah. 

1355
01:03:31,560 --> 01:03:34,000
I couldn't remember this morning
when I was working in last night

1356
01:03:34,000 --> 01:03:36,000
after the drams I had to go. 
Did I tell Howard? 

1357
01:03:36,000 --> 01:03:37,200
I did a lot about the watch 3 
drams. 

1358
01:03:37,200 --> 01:03:40,120
But anyway, any 3 whiskeys that 
have a meaning, a story or an 

1359
01:03:40,120 --> 01:03:41,320
association with? 
You Yeah. 

1360
01:03:41,320 --> 01:03:44,800
So I could give 10 drams, but 
since the bar has to open up, we

1361
01:03:44,960 --> 01:03:46,800
we talked about the Glenn 
Farklas. 

1362
01:03:46,800 --> 01:03:49,800
I thought for me that the 
Whiskey Exchange private 

1363
01:03:49,800 --> 01:03:52,880
bottling was a milestone for me 
and in my life have having that.

1364
01:03:52,880 --> 01:03:54,840
Can you remember what age? 
Was there an age statement on 

1365
01:03:54,840 --> 01:03:58,680
that bottle or was it just a Was
it a whiskey exchange's own? 

1366
01:03:59,360 --> 01:04:02,800
So it was a Glenn Farklas 
branded by the Whiskey Exchange.

1367
01:04:02,920 --> 01:04:06,040
Well, no, it was a it was a the 
Christmas Mall. 

1368
01:04:06,560 --> 01:04:08,880
So the employee told me it was 
Glenn Farklas. 

1369
01:04:09,080 --> 01:04:10,680
There he goes. 
So it's kind of like a stocking 

1370
01:04:10,680 --> 01:04:12,400
filler that they do for my 
whiskey exchange. 

1371
01:04:12,400 --> 01:04:15,200
The whiskey exchange. 
And this was about 2014, you 

1372
01:04:15,200 --> 01:04:17,920
said? 
2018 I want to say. 18, Yeah, 

1373
01:04:18,080 --> 01:04:19,800
OK. 
So we need to look for that. 

1374
01:04:19,800 --> 01:04:20,960
You'll maybe find that on an 
auction. 

1375
01:04:20,960 --> 01:04:22,960
Somewhere I I did buy a second 
bottle on an auction. 

1376
01:04:22,960 --> 01:04:23,240
Yeah. 
Oh. 

1377
01:04:23,440 --> 01:04:24,920
Wow, that one. 
Broke that. 

1378
01:04:24,920 --> 01:04:27,200
Maybe when you come to Florida, 
we'll we'll, we'll open that up.

1379
01:04:27,200 --> 01:04:28,960
Yeah, yeah, yeah. 
Not maybe, when we come to 

1380
01:04:28,960 --> 01:04:32,560
blood. 
So I think that was a milestone 

1381
01:04:32,560 --> 01:04:35,200
for me. 
After the first time I came to 

1382
01:04:35,200 --> 01:04:38,560
Scotland, I, I called up my, my 
current and favorite wife, 

1383
01:04:38,640 --> 01:04:45,160
Melissa and only wife, if her 
folks are listening, and I told 

1384
01:04:45,160 --> 01:04:48,400
you have to come here. 
It's, it's incredibly amazing 

1385
01:04:48,400 --> 01:04:50,200
here. 
And, and so like we, we brought 

1386
01:04:50,200 --> 01:04:52,400
our families. 
So we, we came back with, with 

1387
01:04:52,400 --> 01:04:55,240
my, I brought my folks here. 
She brought her folks and we 

1388
01:04:55,240 --> 01:04:58,600
were on the Isle of Skye and 
there was an evening that my 

1389
01:04:58,600 --> 01:05:01,360
father and I were drinking 
Coleela in the sky. 

1390
01:05:01,520 --> 01:05:03,400
And that was a very memorable 
DRAM for me. 

1391
01:05:03,400 --> 01:05:06,840
And so I always have a fondness 
now for Coleela and I, I, I 

1392
01:05:06,840 --> 01:05:11,040
Remember, Remember that night. 
That's right. 

1393
01:05:11,040 --> 01:05:12,400
Can you? 
Remember what the bottle was of 

1394
01:05:12,400 --> 01:05:14,480
Kalila? 
Was it just a Kalila 12 or? 

1395
01:05:15,080 --> 01:05:17,720
I think it may have been an 18. 
Oh, yeah, yeah. 

1396
01:05:17,720 --> 01:05:19,440
It was not. 
It was not an. 

1397
01:05:19,440 --> 01:05:22,480
I mean, it was in the price was 
reasonable for what it was. 

1398
01:05:22,480 --> 01:05:24,480
Yeah, yeah, yeah. 
But it just it's it's nice. 

1399
01:05:24,480 --> 01:05:26,920
Kalila 18 is lovely. 
I'm actually starting to I'm 

1400
01:05:27,200 --> 01:05:30,400
Ross will tell me I'm talking 
rubbish, but I am starting to 

1401
01:05:30,400 --> 01:05:32,520
really come. 
We tried a few Kalilas yesterday

1402
01:05:32,520 --> 01:05:34,800
and I'm starting to cut there's.
I really like Kalila. 

1403
01:05:34,840 --> 01:05:37,680
I really like you get from my 
point of view. 

1404
01:05:38,240 --> 01:05:39,880
People want to hear me talking 
about peat whiskey. 

1405
01:05:39,920 --> 01:05:42,760
I think there's almost that like
kind of coal-fired taste. 

1406
01:05:42,760 --> 01:05:45,600
You get to coalila. 
It almost tastes a bit a bit 

1407
01:05:45,600 --> 01:05:48,200
city. 
I get, I get, but in a nice way.

1408
01:05:48,360 --> 01:05:50,120
And if it's done, it would 
depend on the cast. 

1409
01:05:50,120 --> 01:05:53,960
But I get like, sweet and sticky
BBQ sauce. 

1410
01:05:53,960 --> 01:05:56,000
Yeah, yeah, yeah. 
Like just Smokey BBQ. 

1411
01:05:56,000 --> 01:05:58,480
BBQ. 
Yeah, really, really, really 

1412
01:05:58,480 --> 01:06:01,400
nice, very nice. 
OK DRAM number 332. 

1413
01:06:01,400 --> 01:06:04,200
Good drams already. 
I love the Ben Nevis distillery.

1414
01:06:04,800 --> 01:06:07,760
Yeah, and we don't get enough 
good Ben Nevis in the US. 

1415
01:06:09,200 --> 01:06:12,400
It's a distillery that over 
here, I mean, well, maybe other 

1416
01:06:12,400 --> 01:06:13,720
than Ross. 
It splits opinion. 

1417
01:06:13,720 --> 01:06:16,320
Some people love it, some people
hate it. 

1418
01:06:17,200 --> 01:06:18,800
I love it personally. 
I love Ben. 

1419
01:06:18,800 --> 01:06:21,920
Nevis So any affiliate just 
because it's something that you 

1420
01:06:22,120 --> 01:06:24,720
can get in the States, but you 
don't often get an awful lot of 

1421
01:06:24,720 --> 01:06:26,160
it so. 
We were talking about some cast 

1422
01:06:26,160 --> 01:06:29,360
brokers and so Victoria through 
Vicki Bruce, I was able to 

1423
01:06:29,360 --> 01:06:31,160
source it. 
What I think is a reasonable 

1424
01:06:31,160 --> 01:06:34,360
price, a casket. 
Ben Nevis and I love Marsala and

1425
01:06:34,360 --> 01:06:38,400
it was first film Marsala and so
I was able to to pull a DRAM out

1426
01:06:38,400 --> 01:06:41,520
of that and, and out of my cast 
that I was able to get. 

1427
01:06:41,840 --> 01:06:43,640
And so that that I that would be
my third. 

1428
01:06:44,080 --> 01:06:47,000
Super Yeah, Marsala cast better.
Than ever said that that would 

1429
01:06:47,000 --> 01:06:48,120
be super. 
Heated. 

1430
01:06:48,160 --> 01:06:48,720
Yeah. 
Oh wow. 

1431
01:06:48,960 --> 01:06:50,560
Wow. 
Yeah, Now I'm interested how I'm

1432
01:06:50,680 --> 01:06:53,680
just, you know, on this front, 
you know, the journey that 

1433
01:06:53,680 --> 01:06:55,800
you've been on. 
And obviously it's mental that a

1434
01:06:55,800 --> 01:06:58,160
year ago today we were sitting 
having breakfast. 

1435
01:06:58,160 --> 01:07:01,240
I only just met you the night 
before and we've repeated it 

1436
01:07:01,360 --> 01:07:04,000
last a year ago last night we 
were on drinking drabs. 

1437
01:07:04,120 --> 01:07:07,240
Here we are this morning about 
malaria, having the same 

1438
01:07:07,240 --> 01:07:09,920
conversations, but for yourself,
what was it like when you, you 

1439
01:07:09,920 --> 01:07:12,320
obviously take the hit? 
You know, you've got you've, 

1440
01:07:12,440 --> 01:07:15,960
you've worked your way up into a
massive position in a big 

1441
01:07:15,960 --> 01:07:17,840
company. 
You've made the decision to go 

1442
01:07:17,840 --> 01:07:19,480
yourself. 
You've promised your wife, 

1443
01:07:19,480 --> 01:07:22,160
you're only going to have 333 
businesses that you're going to 

1444
01:07:22,160 --> 01:07:24,560
try and run at the same time. 
It's still your person, which is

1445
01:07:24,560 --> 01:07:27,560
great and along with that 
continued by the way, But when 

1446
01:07:27,560 --> 01:07:29,960
you got you make the hit. 
So that moment where you've 

1447
01:07:29,960 --> 01:07:33,520
gone, right, that's how much 
it's going to cost me and this 

1448
01:07:33,520 --> 01:07:37,440
is how much I'm going to be 
liable for of investment. 

1449
01:07:39,080 --> 01:07:44,240
When you got that first sale, 
when you've moved it to somebody

1450
01:07:44,240 --> 01:07:45,840
else is going, I'll take the hit
on that. 

1451
01:07:45,840 --> 01:07:49,320
I'll take the punt on you. 
Someone distributor's going to 

1452
01:07:49,320 --> 01:07:50,720
have to go. 
I heard you before, mate, or I 

1453
01:07:50,720 --> 01:07:53,240
don't really know you that well,
never heard of these guys, but 

1454
01:07:53,480 --> 01:07:55,120
I'll take the hit on you. 
What was that like? 

1455
01:07:55,120 --> 01:07:57,880
And then seeing it move and then
suddenly the realization was 

1456
01:07:58,200 --> 01:08:00,960
this is working. 
Yeah, I mean, any sale feels 

1457
01:08:00,960 --> 01:08:01,760
fantastic. 
Yeah. 

1458
01:08:02,120 --> 01:08:04,680
And so when you, when you 
complete the sale and, and when 

1459
01:08:04,680 --> 01:08:08,120
you, you have a, you have a good
account that, that you can scale

1460
01:08:08,120 --> 01:08:13,000
up, it's just, it's sitting it, 
it, there's a thrill to, to be 

1461
01:08:13,000 --> 01:08:15,920
able to do that and, and to be 
able to, to build something. 

1462
01:08:15,920 --> 01:08:22,319
And and and so that I don't 
unless you've done it, you, you 

1463
01:08:22,319 --> 01:08:23,680
can't really explain the 
adrenaline. 

1464
01:08:23,880 --> 01:08:25,640
One moment, nice to be here as 
well. 

1465
01:08:25,640 --> 01:08:27,600
Absolutely fantastic. 
Howard, thank you so much for 

1466
01:08:27,600 --> 01:08:28,880
coming on. 
How can people find you? 

1467
01:08:28,920 --> 01:08:31,399
How can people keep in touch? 
And if there's anyone in the 

1468
01:08:31,399 --> 01:08:33,960
States that wants to keep in 
touch or find out what's the 

1469
01:08:33,960 --> 01:08:36,479
best ways to get so? 
The best way for for consumers 

1470
01:08:36,479 --> 01:08:39,640
to get in touch with us is to 
follow us at Scotch Drinkers 

1471
01:08:39,640 --> 01:08:41,920
only that's that's our. 
That's on Instagram. 

1472
01:08:41,920 --> 01:08:44,520
That's on Instagram and, and 
some other platforms and you 

1473
01:08:44,520 --> 01:08:46,760
have Scotch drinkersonly.com as 
well. 

1474
01:08:46,760 --> 01:08:48,800
I recommend everyone sign up for
the mailing list. 

1475
01:08:49,479 --> 01:08:52,880
We try to give the mailing list 
customers a heads up when things

1476
01:08:52,880 --> 01:08:56,040
are coming to a retailer so that
the bottles that they want can 

1477
01:08:56,040 --> 01:08:58,680
be shipped to the retailer and 
they can they can get, you know,

1478
01:08:58,680 --> 01:09:01,160
access to the good stuff. 
So if if you want, you know, for

1479
01:09:01,160 --> 01:09:05,640
instance, we had a killed Alton 
that came in that 19 years 

1480
01:09:05,640 --> 01:09:07,560
fantastic. 
We have we had a limited amount 

1481
01:09:07,560 --> 01:09:10,640
of Rulati 20 year cash 
strength's been super popular 

1482
01:09:11,439 --> 01:09:14,560
and things like that that are 
maybe getting less than four 

1483
01:09:14,560 --> 01:09:18,560
cases for the entire country. 
I'd get on that mailing list and

1484
01:09:18,560 --> 01:09:20,479
and try to get access. 
And then brands. 

1485
01:09:20,479 --> 01:09:22,720
If there's anyone who listens to
this, it's going right. 

1486
01:09:22,720 --> 01:09:25,240
I want my brand on a shelf in 
America. 

1487
01:09:25,240 --> 01:09:26,160
How do they get in touch with 
you? 

1488
01:09:26,160 --> 01:09:28,560
What do they do? 
Come through me and I'll get my.

1489
01:09:28,680 --> 01:09:29,399
Cut. 
Yeah, yeah, yeah, yeah. 

1490
01:09:29,880 --> 01:09:31,120
We'll give you a buffet. 
Yeah. 

1491
01:09:32,479 --> 01:09:35,960
So Sax Dynamic Operations is the
name of our importer company. 

1492
01:09:35,960 --> 01:09:38,200
It's a long name. 
We might want to shorten that. 

1493
01:09:38,200 --> 01:09:42,960
But so they can get in touch 
with me either through through 

1494
01:09:42,960 --> 01:09:45,680
the website at 
saxdynamicoperations.com or 

1495
01:09:45,680 --> 01:09:48,040
through through LinkedIn, they 
can connect with me. 

1496
01:09:48,040 --> 01:09:51,680
Happy to have a conversation 
with with any, any, any brands, 

1497
01:09:52,439 --> 01:09:56,640
but looking for things that that
are going to be additive and the

1498
01:09:56,640 --> 01:09:58,720
economics work in the US market.
Really. 

1499
01:09:58,880 --> 01:10:01,880
I guess what are you looking 
forward to most this afternoon 

1500
01:10:01,880 --> 01:10:04,440
when we get down to leaf to go 
to our to the festival? 

1501
01:10:04,440 --> 01:10:07,080
I'm just looking forward to 
seeing who's there are. 

1502
01:10:07,160 --> 01:10:08,880
You going to look out anything? 
Are you going to? 

1503
01:10:08,920 --> 01:10:10,160
I don't know. 
Are you going to approach this 

1504
01:10:10,160 --> 01:10:12,680
from a different point of view? 
I don't know if I have anything 

1505
01:10:12,680 --> 01:10:14,040
in particular I'm looking out 
for. 

1506
01:10:14,040 --> 01:10:17,520
I saw a post on Thompson 
Brothers put up a post of things

1507
01:10:17,520 --> 01:10:19,920
to look out for at the festival 
and I thought I maybe take a 

1508
01:10:19,920 --> 01:10:21,720
screenshot of that and I forgot 
to do that. 

1509
01:10:22,720 --> 01:10:24,960
So I'm, I'm actually not really 
approaching this from any point 

1510
01:10:24,960 --> 01:10:26,920
of view, but I'm just looking 
forward to seeing people there, 

1511
01:10:27,040 --> 01:10:29,520
meeting people we've had on the 
podcast, people that we know, 

1512
01:10:29,880 --> 01:10:31,560
people that we've maybe never 
met before. 

1513
01:10:32,600 --> 01:10:35,840
You know, as much as these are a
kind of whiskey event for us, 

1514
01:10:35,840 --> 01:10:37,040
they've almost become a big 
social. 

1515
01:10:37,040 --> 01:10:39,920
Event as well. 
So I'm looking forward to that 

1516
01:10:39,920 --> 01:10:43,440
side of things and I'm sure, 
just listen, I'm sure it's one 

1517
01:10:43,440 --> 01:10:45,600
of those ones that when we get 
there, I'm sure other people 

1518
01:10:45,600 --> 01:10:48,680
will be recommending, oh, go to 
that stall because you need to 

1519
01:10:48,680 --> 01:10:52,000
try their 15 year old, what have
you, or go to that stall because

1520
01:10:52,000 --> 01:10:53,400
you need to try there. 
I'm just going to look for the 

1521
01:10:53,400 --> 01:10:54,920
most expensive and the oldest 
that's. 

1522
01:10:55,400 --> 01:10:59,160
Well, that's a good no. 
No, I'm going to do this has got

1523
01:10:59,160 --> 01:11:02,360
me on today. 
My focus is going to be on 

1524
01:11:02,720 --> 01:11:05,080
refill, bourbon, refill. 
That's all I'm looking for 

1525
01:11:05,080 --> 01:11:06,640
today. 
That's all I'm going to look 

1526
01:11:06,640 --> 01:11:07,840
for. 
I'm just going to go refill 

1527
01:11:07,840 --> 01:11:09,200
bourbon. 
I'm going to try and find that 

1528
01:11:09,200 --> 01:11:12,560
PETA don't mind it. 
Age don't care about I'm just 

1529
01:11:12,560 --> 01:11:15,920
going to the wine stuff and the 
wine casks and things. 

1530
01:11:15,920 --> 01:11:19,040
The sherries, no, I'm going to 
try and steer clear of them 

1531
01:11:19,040 --> 01:11:20,560
unless I get a full 
recommendation. 

1532
01:11:20,680 --> 01:11:23,680
What I really want to dive my 
nose into today is refill 

1533
01:11:23,680 --> 01:11:24,520
bourbon. 
Howard, what are you? 

1534
01:11:24,520 --> 01:11:26,520
What are you, how are you 
attacking this today? 

1535
01:11:26,520 --> 01:11:28,720
Are you, are you going to 
support brands that you're 

1536
01:11:28,720 --> 01:11:30,640
already working with? 
But are you also just looking 

1537
01:11:30,640 --> 01:11:32,760
for new things as well? 
Yeah, I'm going to first and 

1538
01:11:32,760 --> 01:11:35,880
foremost, so I don't I don't get
in trouble with with my social 

1539
01:11:35,880 --> 01:11:37,760
media manager. 
I'm going to have to take some, 

1540
01:11:37,800 --> 01:11:40,400
some good social media videos 
from our current suppliers. 

1541
01:11:40,680 --> 01:11:43,640
But last year I found and 
Bartels and Living Souls like I 

1542
01:11:43,640 --> 01:11:45,760
mentioned. 
So I'm going to see who's got 

1543
01:11:45,760 --> 01:11:49,040
some interesting things, who's 
got some energy and, you know, 

1544
01:11:49,040 --> 01:11:51,800
maybe, maybe you know, we'll 
find the next great brand there.

1545
01:11:51,960 --> 01:11:53,240
Absolutely. 
Well, in the meantime, it's 

1546
01:11:53,240 --> 01:11:54,280
breakfast. 
It's time for breakfast. 

1547
01:11:55,640 --> 01:11:56,840
Thank you very much for coming 
along. 

1548
01:11:56,840 --> 01:11:59,880
Howard, thank you for having. 
I thank you for the big thanks 

1549
01:11:59,880 --> 01:12:02,480
to Kevin, Clair and Diggers for 
allowing us to sit here whilst 

1550
01:12:02,480 --> 01:12:04,160
they've been getting the pub 
ready because it's going to be a

1551
01:12:04,160 --> 01:12:05,480
busy day. 
It's been absolutely fantastic. 

1552
01:12:05,480 --> 01:12:07,960
You've been listening to Whiskey
Stories podcast, It's great to 

1553
01:12:08,000 --> 01:12:10,320
great to hear from you. 
Please get in touch, get in 

1554
01:12:10,320 --> 01:12:12,840
touch with Howard, message us if
you're over in the States, tell 

1555
01:12:12,840 --> 01:12:14,920
us that you know, Howard, tell 
us where you're drinking. 

1556
01:12:14,920 --> 01:12:16,520
Tell us whatever you can 
possibly do. 

1557
01:12:16,680 --> 01:12:18,760
Give us five stars. 
Get involved in the Facebook 

1558
01:12:18,760 --> 01:12:21,120
group, get involved in our 
social media, get in on the 

1559
01:12:21,120 --> 01:12:23,120
Instagram, everything like that.
Angus, we've done it again. 

1560
01:12:23,280 --> 01:12:25,240
All the very best. 
Cheers, Langeva. 

1561
01:12:29,840 --> 01:12:32,200
So that's the that's the 
rehearsal done. 

1562
01:12:36,200 --> 01:12:38,040
Now what we do is we go 
downstairs and do the whole 

1563
01:12:38,040 --> 01:12:42,880
thing again, blow it.