Austin Hope on Creating The #7 Ranked Wine in The World - Austin Hope 2018 Cabernet Sauvignon (Paso Robles)

 It has to start somewhere. It has to start some time. What better place than here? What better time than now?
 You're listening to the Radcast. If it's radical, we cover it. Here's your host, Ryan Alford.
 Hey guys, what's up? It's Ryan Alford. Welcome to the latest edition of the Radcast.
 Here we are in the throes of January 2021. We all were so grateful to get past 2020.
 And we're just going to ignore some of the shit show still happening around us. But nonetheless, I am pleased to be joined.
 As I've been telling everyone, we're going to be bringing in more and more of some of our own personal interests and things that we're doing.
 And everyone knows I love wine. If you follow me on Instagram, you certainly see this gentleman's wine quite regularly and a good friend. Austin Hope, man. What's up, brother?
 What's up, man? How are you? Great. It's a pleasure to have you on the show again. My resident and growing, budding wine enthusiast friend and pun intended there, which we'll get to.
 And I've got to say it right now. I have to say it. I'm not going to wait any longer. Congratulations, brother.
 Number seven wine in the world with wine enthusiast. Top 100. Unfucking believable.
 Yeah, pretty crazy man. Very surreal. No, so question about that. We're extremely blessed and just blown out of the water, man.
 Well, it's been number one in the world for me for quite a bit. And yet, it always sounds like I'm blowing smoke, but it's not, it's the truth, which is why I seek out this man and love all the relationship that we're building.
 You can't wait to get out the winery here soon. But Austin, so what's happening with everything, you know, since we last talk and maybe start just, you know, like I mentioned, pre episode, you know, our audience is growing.
 Let's give them a little bit, you know, that synopsis real fast of your background and hope family wines and everything there. Let's just we'll condense it down, but maybe just start there.
 And then let's just lead right into how things are going out in California with everything going on.
 Alright, cool. So quick synopsis. We sort of snapped out of my life. We started, we moved to Paso Robles in 1978 with my parents. I was a six, seven years old came over and we planted vineyard.
 Paso was not really known for much, but cattle or cattle and, you know, some almonds and things like that and grain.
 And we quickly became one of the larger farmers for wine dips in the region and then by selling our grapes and then slowly.
 We started getting into the wine business with my uncle and we decided to jump in and build a winery and start brands and all these different things.
 Because that's where I, you know, on my head was going with it. And my uncle said it was going with it. My dad's brother, he passed away right when we were getting ready to start everything.
 I was super young and but told the family, yeah, this is what I can do this no problem. And the way we went, that was a 95 started triana winery in 1996.
 We took over Liberty School, started with those two brands. Myself took a guy that I hold leads with my whole life growing up, brought him in and said, you're going to learn to make wine.
 I heard a salesman, there's three of us, you know, fairly small beginnings and, you know, we've had joke, we didn't, we didn't, we got the wine business deal fast away.
 We didn't have any money, so we bank loans and, and a way we went and now we're, you know, we're, we're a pretty good sized company, we're a global company at this point.
 We're in about 16 countries and every state in the US and we're about a 60 person company and we, we ship about 430,000 cases of wine this year.
 Just a little bit, just a little bit of wine. And you just had to put your name on it, though, for it to blow up into the, at the stratosphere, right?
 We, we, we launched the Austin Hope label in 15 to first vintage. I know you was out there, but first vintage 95 98 points.
 Excuse me. I don't want to diminish the score. Austin, I got to keep all the accolades right where they belong. So we start with the 98 score right out of the bat.
 And then most recently, you, you're on, was it number 10 last year and then in for 2020, number seven in the world, the, the hope camera net correct.
 Yeah, yeah, no, that was it. It was a, yeah, it really kind of kicked in with the first vintage, like we talked about in the past seven years, I create that brand and to really believe, you know, the goal is to, to create the standard for luxury festivals.
 And we believed in this is what was going to be like and tasted his practice, released the first. So it actually got 97 in the first vintage.
 And that was actually the highest score that went enthusiast, which has been around for 30 years was because they celebrated their 30th anniversary.
 And never a wine for Paso had never got that high of a score ever. So that was a big deal. And then we went into it has been 95 96 point plus wine ever since that was a 15 advantage 16 and 17.
 We got, we got a phone call and says, you know, number 10, wine of the world in the top one other wine to the year.
 Oh shit, it's like, I get chills still talking about right. This was like, I mean, just like freak me out. Like I literally pulled over and like teared up. It was super crazy.
 And then, you know, so we were thought we were flying high and just like, you know, completely, you know, stoked. Right. I mean, we believe in the brand. I mean, not saying it, which shouldn't be that.
 Like, you know, the taste typically tastes about 25,000 wines throughout the from all over the world and then to be narrowed down the editors.
 I don't know if the editors, excuse me, though, I guess the editors, their contributing editors, they do the stories, but the actual critics that work and taste all these wine regions, they, you know, 25,000 wines and to be at the top 100 and then this year's a call and they say, hey, you're number seven. I'm like, holy shit.
 Like, what are you, what are you doing now? It's like, man, like, how do I do better? Like, it's like, it's like, I feel like a pressure.
 You need to leave some room, man. You only have six spots to go. Yeah, right. I know. Yeah, your mind goes crazy too. You start thinking about, you're like, holy crap. Well, now they can't, they can't, you know, you possibly can't possibly get, you know, being the top 100 again. That's what I thought from last year.
 Like, you know, then here we are seven. And I'm like, dude, I don't know. I mean, we're going to continue to keep going this way. Is this like, hey, man, I don't know. I think we, you know, it's so good. Like, you know, I don't know, but it's so consistent, so good.
 Exactly.
 It's like, you know, I, I consider myself a wine guy, but I'm not a connoisseur of taste or like a sommelier or anything like that. I know, and it's good for me.
 And I have a hard time delineating with yours. Like, if you blindfolded me and gave me, now it's probably putting a little bit of bottle age on it now. So I might take this back. So you might tell me that too.
 But between the 15 and the 18, it's just damn good. You know, and it has that smoothness. There's certainly your characteristic. But I don't know that I could tell the difference between those, especially like maybe the 17 and 18, if you blindfold me, they're both just awesome.
 You know, so I don't know if you taste, you probably taste a little more nuance. You've got to probably a deeper palate than mine. But I mean, it's just that consistency that's unreal.
 That's, you know, that's exactly right. You said the word is most important, right? It's consistency because if you, you know, for me, we just once we once we made it, you know, I mean, that's what I believed in it.
 And we thought that was the best. And then from there, you have success. So then it's like, okay, don't, you know, let's not fuck up. Let's make sure we make this wine the same every year, which is the goal. And, you know, it's, you say you're not a kind of sewer, you're not a slum, you know, all that. I mean, neither am I, right? I mean, at the end of the day, I'm a consumer.
 I know what I like. And, and it just happens that, you know, a lot of people in America like what I like to. And so we want something rich, supple, taste good. And, but there is little nuances. There's subtle nuances. And, you know, yeah, I can pick them out because that, you know, it's like, it's like your child, right?
 You look at a kid, you're like, okay, that kid's got, you know, that one eye is a little bit lower the other, right? But maybe nobody else. Yeah.
 But in this case, you know, one pair of eyes of the, of the vintage is like sapphire blue. And the other is like a diamond blue because these aren't, these are characteristics aren't like an ear being too large. These are like nuances of beauty.
 Yeah.
 I agree. I agree. And all I've got to get you at the 19. So we've let the bottle the 19. It's out in the market and just starting to get out the market.
 Well, yes. I know. Let me order in officially.
 And the reserve, geez, delicious. I mean, it's like, that's what's so interesting is like, okay, you know, and it's also a different wine. And I know there's nuances and things like that.
 Things are, you know, I'm sure your, your base labels made, you know, for somewhat of an everyday drinker or whatever. And you got the nuances with the reserve, which are, you know, it's just a whole nother hedonistic experience.
 I don't, you know, it's just like, it's like, it's, it's everything you love about the regular ball, but like on, like just another kick up or something, you know.
 Yeah. It's like on steroids. It is. Yeah. It is. And like, like, like, like Emerald, right? Just about to throw a little extra in there.
 So what's happening out in past? I mean, I know you guys are dealing with all the bullshit of COVID, like everybody else. But what's, what's kind of the state of the wine industry out there?
 You know, the wine industry is pretty solid. I mean, it's, I think there's, there's people, I think it's, it's feast your family quite honestly. And I think it's like that for a lot of businesses, right?
 It's like if you, if you weren't aggressive in the beginning, you didn't set up and, and, and, you know, if you didn't wake up in April and be like, okay, we've got to get aggressive. And, you know, for us, I, we'll be talking about before.
 Of course, I mean, our business was 62% of our business nationally was restaurants. So when, you know, after I got out of my, you know, went through COVID, because we got it, I told you that we got it in London. We were in London in a wide of it.
 And then came home and then realized we have it like, oh shit. And then go through that. Then I'm depressed. And I'm like, and then I just like woke up and I'm like, dude, we've got to get aggressive. So I rallied all the sales team.
 And, and I'm like, I don't, you know, we've got to make up this loss for these restaurant business that's, you know, going down. And I said, I don't care if we sell one at 711, man, you better get your outs out there, start making calls.
 And we just started being super aggressive. And luckily we had, you know, we have brands that people want. We were able to expand in our expanding into supermarkets.
 We were, you know, we had really good data, you know, everybody goes through IRA data and all these different things, eels and data. So we could show like, hey, look, these were our, this is our trends. Like we're selling. We're, we're a hot brand where you need to get behind us. I know we're not authorized.
 Fortunately, we were able to muscle in and just keep pushing, you know, we grind hard and we grew. We're up this year. So I mean, it's crazy to think, but I think a lot of to your point, a lot of your, your question.
 There's some, there's some wineries that are hurting not just in passive in Napa and a lot of places, right? So I think if you didn't get out there. And then we also, you know, jumped in with the, with the, you know, we got a pretty big mailing list, right?
 We got 30,000 people on our, on our email list and, you know, we've got about 60, 500 wine club members and we just started communicating, you know, we overcommunicated.
 At least I've made cooking videos. My wife filmed at home and like when we pair wines with food, we'd, she made a playlist.
 So we just, we kept talking, right? I think that, I think the people that didn't communicate, they just kind of put their head in this and thought I was going to blow over. I think they're in trouble, but I think the people that, you know, if you had a legacy brand, I think you're probably OK.
 But if you do new or if you didn't really get in there and be like, I mean, we were delivered. Why man, I put wine in my car. I'd be like driving to people's house. They were scared to come out.
 You don't bring it to you. Here we go. And, you know, lucky then we, we started partnering with, you know, national restaurants, the, you know, the Morton's, the Ruth Chris, the, you know, bigger chains and be like, hey, we, we want to be part of your go to.
 By the glass. I mean, pick up, you know, when people come pick up food, they, they condense their wine list. You didn't get to look at 100 different wines. It was like seven or eight wines on there. We were one of them.
 So, you know, all in all, I mean, we grew everything. All of our brands grew. It's like, so we're super blessed. It's, but we know we, we worked. We, we didn't sit around and, and wait for people to call. We called them.
 It's so interesting. We, we did a podcast talking about like the impact of COVID and stuff like that. And we talked about that exact thing that strangely enough, the brands that are surviving and doing well with all of this, you would think, you know, no in store, no water tasting.
 Whatever your business is, you would think it pushed you further from your customers. But the ones that are booming and doing well have realized that they need to be more transparent, more real, more open, more sharing.
 It's brought them closer to their customers. And for the long run, it will, it will pay dividends. And I think that's exactly what you guys have leaned into.
 I thought, I think you're totally right. Because, you know, I mean, I, I had meetings with the head of the head of LCBO, the liquor control board of Ontario, right? I mean, Zoom meetings. Like I, we sent them a meal kit, right? And I'm talking to them, right? And then these people are, it's a, it's a monopoly, right?
 So I mean, they could say yay or day or we're not bringing your wine in. And I'm, and during this, I'm launching and pushing luxury high dollar wine into the Canadian market. And they're like, we can't sell these prices. I'm like, just give me a chance, just give me a chance.
 I kept grinding, grinding, grinding. We've got wine we can't sell. I'm like, I'll give you the wine. And if it doesn't sell, won't sell. So now all of a sudden, we're, we're the bouts of scrolling luxury brand in Canada with the awesome hope and the trionic Abernée, which, and all these agencies that we couldn't do it, but we kept pushing and because of what your point, like, we're talking to people like, I mean, I talked to you know, we were on the phone with the head of HUB. We did zooms with that. We did, you know, I was just, I just did a zoom tasting with,
 with all the Walmart team, right? Like, and, and that's a whole piece of yesterday, right? I mean, I never thought in my life, I would be in Walmart. But you know what? They build all these super stores and they've got a hundred dollar bottles of wine in there. People are buying it.
 They took, also took Abernée. We made a pitch to them and they're like, I thought they were going to say, oh, we're going to take luxury school, you know, lower price wine or troll maker, you know.
 But now you start to see how they've evolved their business, you know, from being the, you know, the cheap crap that everybody goes to get deals.
 And now they're super stores. I mean, you walk into those places and they're, they've got an organic produce section that that's bigger than most corner stores, you know.
 You're like, holy crap. And now, and now you got awesome hope, gathered a sit down the shelf for 60 bucks. And I'm like, this is crazy.
 It is, but you're right. You got to communicate. And I think we've over communicated. We've picked up more fans. You know, we have a full time woman that all she does now is, is, is she's basically a concierter to wine people.
 You call and say, I want to do a, I want to do a zoom tasting. She does them every week. I mean, big ones. And now we've got like big corporations that are calling it like we want to, we want to do, like, we put together gift programs like for the holidays.
 We parted with a meat company. We, you know, because they're thinking outside the box partner with a really, really great meat company, a flannery, beef.
 You check their meat out. It's unbelievable. And started shipping that to all these corporations, you know, they usually.
 You know, the city and there are people stuff. And then all of a sudden, now they get a, you know, hit a bottle of.
 The body Cabernet and a big, big prime bone in rib eye. And then next thing you know, Tara is on a phone on a zoom with, you know, 150 people from a corporation. And they're all this love it.
 So we're communicating, communicating is what, and it is making us closer because I'll say what, you know, we always had.
 But it's interesting. We always had our distributor, right? We're a three tier system, right? So we make the wine. We sell it to our distributor.
 Our distributor goes out to our customers, right at the end of the day. They go to the supermarkets. Then they go to, you know, the restaurants.
 Then I've got an ancillary. My team is 16 sales people across the country and then one in Canada.
 And they go in there and follow up, right? Well, the distributors got all these different brands and to a certain extent, I got to be a little careful because some of your listeners might be a distributor.
 It's like they block us a little bit, you know, they kind of cock block us like, you know, we're not going to give you everything because we've got, you know, we've got hundreds of other brands to sell.
 Well, now, because of this, we're talking to the customer. Like we're, we're now.
 Not be blocked because those guys can't get to them, you know, they're, you know, with all the clothes shut down, all this other stuff, like, and, you know, people aren't taking in person in meetings.
 It's changed. I think it's changed the dynamic and I don't know that it'll ever come back, right? Like the way we sold wine in the past, I mean with big companies is, is I've got 16 people running around basically the suitcase of money.
 Hey, where do you want to go? You want to go to Florida? You want to go to Mexico? All you want to Palm Springs? You want to pay double beach? Okay, I need this here, I need this here.
 And all this incentives, right? All these people are flying around all this bullshit. That's gone, right?
 So now we're just having meaningful relationships, be it over a freaking computer, which I hate, but it's happening, right?
 You know, I mean, I can call the head of Walmart right now. I can call the head of HB right now, you know, and it's like, for years, we were being blocked, right?
 You know, by our distributor, which is our partner. They're wonderful. We can do without them, but, but it's, I've wondered, like, how should I be to see, like to that point is your e-commerce?
 Your e-commerce got to be picking up. I mean, I know some wine, some states still don't ship. I'm sure there's some of that going on, but that's opened up even more.
 I mean, I get, you know, we're getting eerily close back to you saying, this genie's not going back in the bottle, you know, like that D to C is coming, like a freight train for industries like this.
 It's already here, by the way, but like about a steamroll, certain layers here. I mean, is that, that's got to be kicking up big.
 It is, and it's, you know, and we've grown exponentially, and we've, you know, it used to be, you know, you, you know, we'd sell, you know, a few thousand cases.
 I mean, you know, a couple of hundred cases, and then we went to like a couple thousand cases, and now we're, you know, we're selling real, real meaningful things where we have a whole direct to DTC team now.
 Like we have office, like it's like, that's crazy, right? I mean, it's like, you know, now we're, you know, we've got 6,500 people on our wine club, right? That get, you know, shipment twice a year. Like so now it's like all of a sudden, we've got to have a new fulfillment center so we can, we can keep up with everything. So we've actually moved part of our organization into another state.
 So we hold wine there so that when somebody actually orders it, we can deliver to them fast, right? And we've changed the market where you used to be, most people don't ship wine in the summer.
 Like they won't do it. So it's been very traditional and very cookie cutter, what people do. I mean, our business is super arcade, right? And I said, I don't care if it's 195 degrees outside, you put ice on it, you ship it. Like I want the customer as soon as they buy it, I want it to be at their door within two days.
 So we were shipping over our steaks, you know? Yeah, exactly. So but like all of a sudden, it's like, I would say that I'm on a board of directors with a couple of different things that I was, and immediately something was like talked about before the meeting started.
 Like, yeah, well, you know, the false shipments coming up my false shipment, man, we started shipping before like we can't have with ideas like I told my team, I said, I don't want to ship the traditional timeframe.
 And I'm like, well, I don't care. You spend the extra money on the ice back to put them in there.
 And you ship it. And my theory was, because everybody does a safe thing, right? It comes October, they ship everybody gets their fall wine shipment, right?
 And then I said, forget October, I said, let's, let's go out in August or September. So let's be the first wine club that person receives, because I bet you there ain't no way you're going to, you're going to, you're going to cancel because I'm the first one on your door.
 But all of a sudden, like people come out and they do wine tasty. They have a couple of drinks, give a little buzz. Like, oh, yeah, I'll sign up for the wine club. And then next thing you know in the spring and the fall, you've got all these boxes coming. And then you know, somebody the house is like, this is too much wine.
 And so the tradition happens, right? So like the traditions, like, you know, between, you know, usually like six to 10%, you know, 12% somewhere there, you're going to drop, right?
 So for everyone that you get, you know, or every 10 you get, you're going to lose one every year. Well, by us changing the model and shipping earlier, our tradition is so minuscule as ridiculous.
 Like, it's crazy. So the app to overcome, man, come up with new ideas, think outside the box, really.
 Have you, have you seen the new app clubhouse?
 We've seen that the new talking, like you go into rooms and you talk, like almost like a live podcast.
 All the celebrities influence her on it anyway, like great card and you'll walk, you could walk into a room with like, but we need to start the Austin Hope experience.
 You know, actually, I see like back to the zoom thing. These are free ideas, man, I'm giving you free advice here, you know, let's start with, you know, we're going to do wine trading for this.
 But the Austin Hope experience, you know, it needs to happen. If you're already doing the zoom stuff, you need to do like once a month, the Austin Hope experience and you do the zoom and all that, but you get people paying for this experience.
 And they get the bottle of wine shipped to them, they get the zoom experience with you and you taste in the laundry or whatever, maybe once a quarter, maybe probably can't figure it out once a month. But, but then you layer it in with your own clubhouse,
 room where you're talking, people can access you, that's how you grow organically right there. So anyway, free, a little free nugget when you're talking about that earlier, I was like, man, that's how you get it right there.
 People pay for that experience.
 Well, now you just see your stairs throwing free shit in my way. So now I gotta, I gotta get you some 2019 your way.
 Yes, or let's just let me execute it for you. Let's do it together. Either way, I'll take some wine too. Yeah, be fun. Love to do that.
 But hey, how's, so wine industry is kind of, you know, okay, but, but kind of getting the restaurant business though, so it's in California. I mean, here it's okay in coming back, but is it, is that still just down significantly? Is there any hope of that?
 Like, I know it's, it will come back and I know we agree that normal is not going to be normal, but is that, is that coming back at all?
 Yeah, I mean, you know, we're, we're a little bit isolated because we're in a rural community, and so I think, I think it's going to come back. I think it's already starting to come back.
 I think that, you know, the people that were on the edge is the unfortunate part, right? I mean, they might be great, but maybe not good operator for their good chefs.
 Those guys are gone, right? You know, the corporations, the big guys, the landries, I mean, they're going to make it and they've got deep pockets and, and, and they were aggressive, right? They've got good marketing companies behind them.
 I mean, you might be part of some of them, I don't know, but it's like, oh, they stayed, they stayed, they stayed relevant, they stayed, you know, kept pushing.
 But I think the, I think the restaurant is going to, it's going to change. I think the dynamics will be, you know, it's already a really low margin of business, right?
 I mean, with, to be honest with you, the only reason restaurants even make it for, I mean, find dining restaurants is because of us and spirits.
 Because that's where the market is at, right? I mean, there's two to three, two to four percent is what you're going to make on food, but you can make 50 to 80% on, on wine and cocktails.
 So I think you're going to see, I think you'll see menus might get dumbed down a little bit until they can get back to their, like, good profits.
 I do, I do my only, my probably my biggest fear. And anybody that's out there that's, that's corporate restaurants don't hate me because I love you guys and you're good partners.
 But I, I worry that we might get to that point where it becomes a marginous, where it's just the big guys that are there and those small independent mom and pop restaurants are going to have a hard time making it.
 That's, that's my only concern as far as long-term vision looking to see what's going to happen.
 And that's tough because the same thing with like Wal-Mart and the, you know, of course, Amazon and all that, like every other industry is the same way.
 It's like, you don't, you know, we, I think we believe in capitalism, certainly, you know, as Americans.
 But like, it's been good to both of us, but I think at the same time, like the ugly head of this whole thing is just, you know, where is small business, you know, where do they shake out of it all?
 And that, you know, like, there's nothing better than going to the hidden gym restaurant. It's like you're, you know, the independent spot.
 And I look, I like some chain places too. So I'm not like knocking it just like you and we work with some of them. So definitely not.
 But, yeah. But at the same time, that experience, you don't want to see that gone. And I don't, you know, I hope that we can get on the other side of this thing.
 So we don't, you know, lose any more gems than we already have.
 Yeah. No, I think that's exactly right. That's, that's the fear, right? Is we're going to just go into, you know, it's going to be the chain and that's all it's going to be there.
 I don't know. It's where any new wines, anything new on the horizon for the family.
 Yep. We're crazy enough, right? It's COVID. So what do we do? We launch a new brand. So we're actually rolling out a new brand.
 And we'll pee on shelves. Let's see. It'll be a feb, feb versus a roll it out a brand brand.
 It's with the, you know, the same conversation that we've had of, you know, global domination, the past.
 It's our goal. And so we're releasing a brand called Austin. And it's a $20 Cabernet. And that is going to go out. And it's pretty interesting actually because there's a couple of things that's happened with this brand that is.
 We'll see off the Cindy some were bottling it next week. I just tasted the blend yesterday. And I'm actually headed back to the winery after this to go taste the final blend to make sure that it's all dialed in. But it's, it's, it's, it's really cool because it's the label designed that I did. It's never been done before.
 And I actually got pushed back a little bit from distributors, but luckily I'm in a position that were, you know, like, you know, I'm at the top of the game right now. So I could talk a little shit and say this is what we're doing.
 This is what we're having. This is happening. Get over it. Yeah. So, so the whole typically. And, and you, you'll appreciate this because it's what you do for a living, right? You brand and you create and you.
 So it's always you want when you look at a wine label, you want to see, you want to see the brand, the variety, the region. And that's what you want your eye to do when you look at a bottle of wine, you want to see brand, variety, population.
 Well, what I did is the whole frigid label, the top of it, it just, it says pass robles. Like, if you look at it, you would think the brands called pass robles.
 Okay.
 And, and then the name Austin is just at the bottom, more subtle. So it's really, it's a gamble, but I believe in it, right? It believe in the region.
 And I want to promote this face that you are the reason brother.
 Yes, I love it though. That's so dope. I want to taste it though.
 Yeah. Is it? I'm sure it's similar style. Is it, you know, it's got to be in that family.
 And, you know, it's, and it's a little bit of a gamble, right? Because, you know, we're having so much success with a $60 bottle of wine. You know, why would you go?
 But, you know, again, we've talked about in the past. It's like, like, like, I really, in my team, like, we, one of our like mantras is over delivered, right?
 Yeah. That's a, it's a good feeling, right? I mean, everybody wants to feel like they got, they got something, right? Like they, this is, wow, man, this is, I paid 20 bucks for this.
 I mean, and that's honestly, well, I, uh, Austin O'Caverday has done so successful because I know it drinks like a, like $100 to $200 bottle of wine. I know that.
 I mean, you know, I'm not, I mean, I taste these wines all the time. So, I mean, I know, and, you know, in a gutter, some people's, some people's, you know, skin a little bit.
 It's like, how's he doing this and how's he, how's he creating of, you know, creating volume at this level of quality at this price?
 And, you know, that's what we spent a lifetime trying to figure out. We've got it. But then there's the people that can't afford to drink a $60 bottle of wine or $125 bottle of wine, right?
 And what, why should they not be able to have a kick ass bottle of wine for 20 bucks? And, all right.
 I want exclusive D to C marking rights on this thing. You know, you know, that's what we do. Uh, you got to get the word out.
 That's right.
 Yeah. No, let's talk, man. It's fun. I think it's exciting because it's, and, and what, you know, I'm telling, I'm absolutely like an arrogant asshole, but I'm really not.
 You know me. I'm very hungry. Everyone knows you. You're not that. I've already told everyone. Everyone that listens knows those where you stand. But no, look, it is what it is.
 I mean, it's a delicious one that overdelivers and that that people love. So I mean, you know, you need to be proud of that.
 Now, yeah, we're excited. I mean, we've got, and, and we got to, we've got stores that have already taken it.
 Sight unseen and not tasted. And I'm like, that makes me really happy, right? I mean, we, we don't trust and believe with our, you know, not only our, our, our distributors and our clients.
 But I mean, they believe in what our products are now. And, and we've got, you know, street cred.
 And so now we're launching a brand that, and, you know, Albertsons, Vaughn's, the villains, those guys, like, they've already got it on a program.
 February, it's like going in. It's a program. It's going to be in corner here there.
 And, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and
 and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and, and
 and,
 it is the best, he's the best, the family's the best, and guess what, you can find us
 at theradcast.com, or at Ryanoffert on Instagram, and we'll see you next time.
 If you want to work with me directly, you want to get your business kicking ass, and you want
 radical or myself involved, you can text me directly at 864, 729-3680. Don't wait another minute,
 let's get your business going. 864-729-3680. We'll see you next time.