1 00:00:00,160 --> 00:00:03,880 Speaker 1: It was a gallop pole and it says Americans are 2 00:00:03,960 --> 00:00:08,799 Speaker 1: drinking less. Now, this has been an ongoing conversation. Tony Katz, 3 00:00:09,960 --> 00:00:12,360 Speaker 1: good to be with you and you guys know I 4 00:00:12,400 --> 00:00:15,000 Speaker 1: do eat, drink, smoke. The Cigar and Bourbon show heard 5 00:00:15,080 --> 00:00:17,960 Speaker 1: all across the country. We have been discussing this regularly. 6 00:00:19,120 --> 00:00:22,680 Speaker 1: Gen Z is not a drinking generation. Between their own 7 00:00:23,120 --> 00:00:29,200 Speaker 1: views of quote unquote health ozembic with other generations other things, 8 00:00:29,760 --> 00:00:31,200 Speaker 1: Drinking is just not what they do. 9 00:00:31,280 --> 00:00:32,760 Speaker 2: It's definitely non alcoholic. 10 00:00:33,360 --> 00:00:36,319 Speaker 1: Is where they're at bars that just do mocktails, non 11 00:00:36,400 --> 00:00:39,640 Speaker 1: alcoholic beers like Athletic. It's been a thing in the 12 00:00:39,640 --> 00:00:43,400 Speaker 1: bourbon industry is feeling it in a large, large way. 13 00:00:43,920 --> 00:00:47,159 Speaker 1: That doesn't mean that it's all going away. There are 14 00:00:47,200 --> 00:00:49,800 Speaker 1: still local distilleries, there are still major distillers. And me, 15 00:00:49,960 --> 00:00:53,040 Speaker 1: I'm still a huge fan of the art. 16 00:00:53,600 --> 00:00:55,880 Speaker 2: I love it. Julian Jones joins you right now. 17 00:00:55,760 --> 00:00:59,360 Speaker 1: From west Fork Whiskey Whiskey, Westfield, Indiana. I should say 18 00:00:59,360 --> 00:01:02,000 Speaker 1: that right Julian Jones joins me now from west Fork 19 00:01:02,040 --> 00:01:05,760 Speaker 1: Whiskey in Westfield, Indiana. See that's the proper way to 20 00:01:05,840 --> 00:01:08,360 Speaker 1: say it. Not only getting ready for the live golf 21 00:01:08,400 --> 00:01:11,920 Speaker 1: event that's taking place there, but also the home of 22 00:01:12,040 --> 00:01:13,399 Speaker 1: my event with. 23 00:01:13,440 --> 00:01:16,160 Speaker 2: Actor producer Nick Sercy from Hollywood to. 24 00:01:16,120 --> 00:01:19,160 Speaker 1: The Heartland that is taking place at west Fork Whiskey 25 00:01:19,319 --> 00:01:23,320 Speaker 1: in a Westfield, the Old Hamer Brands, the West Fork Brands, 26 00:01:23,360 --> 00:01:25,559 Speaker 1: And I want to get into the event itself because 27 00:01:25,920 --> 00:01:28,360 Speaker 1: I'm thrilled that you guys are a part of it, 28 00:01:28,400 --> 00:01:30,720 Speaker 1: and you've really added some things to it that are 29 00:01:31,720 --> 00:01:33,319 Speaker 1: it's going to sell us out. The things you've add 30 00:01:33,360 --> 00:01:35,440 Speaker 1: to it are going to cause the sellout. But let's 31 00:01:35,520 --> 00:01:40,160 Speaker 1: start with the industry itself. You pay attention to these things. 32 00:01:40,200 --> 00:01:44,160 Speaker 1: You've owned this distillery, you're putting out the barrels. But 33 00:01:44,240 --> 00:01:46,840 Speaker 1: the world has changed post COVID. What is it that 34 00:01:46,880 --> 00:01:47,680 Speaker 1: you guys are seeing. 35 00:01:48,840 --> 00:01:51,200 Speaker 3: Yeah, you pretty much hit the nail on the head 36 00:01:51,240 --> 00:01:54,280 Speaker 3: with you know, kind of the reasons and that the 37 00:01:54,360 --> 00:01:58,960 Speaker 3: kids really aren't drinking. So it has been the challenge, 38 00:01:58,960 --> 00:02:03,240 Speaker 3: you know, as a challenge to realign you know, prices, values, products, 39 00:02:03,640 --> 00:02:08,600 Speaker 3: offer new products, offer products without alcohol. But obviously, you know, 40 00:02:08,680 --> 00:02:11,560 Speaker 3: west Fork Whiskey we are, you know, at our core 41 00:02:11,800 --> 00:02:15,640 Speaker 3: a whiskey maker and always will be. But yeah, strong 42 00:02:15,680 --> 00:02:19,440 Speaker 3: headlines not just for us, you know, smaller kind of distilleries, 43 00:02:20,400 --> 00:02:23,240 Speaker 3: but the big players too. So it really is a 44 00:02:23,320 --> 00:02:26,119 Speaker 3: challenge that we think about, we talk about every day. 45 00:02:27,400 --> 00:02:30,560 Speaker 2: So try and figure it out to that end. 46 00:02:30,600 --> 00:02:32,120 Speaker 1: You know, this is something very often, this is a 47 00:02:32,160 --> 00:02:36,240 Speaker 1: conversation about economics that the bigger guy has more ability 48 00:02:36,240 --> 00:02:39,120 Speaker 1: to wake this out, more ability to keep their their 49 00:02:39,160 --> 00:02:42,360 Speaker 1: products on the shelves, to own the shelf space, making 50 00:02:42,400 --> 00:02:45,880 Speaker 1: it harder for smaller distillers, uh to to break in. 51 00:02:46,120 --> 00:02:50,120 Speaker 1: Is this a marketing conversation? Is it a story conversation? 52 00:02:51,840 --> 00:02:55,280 Speaker 1: Some of the things if you can that you're doing 53 00:02:55,320 --> 00:02:58,520 Speaker 1: it west Fork Whiskey, you your brother Blake, your partner 54 00:02:58,600 --> 00:03:01,519 Speaker 1: David McIntyre, that you guys are doing over at West 55 00:03:01,520 --> 00:03:05,360 Speaker 1: Fork Whiskey to try and find further find your spot, 56 00:03:05,360 --> 00:03:06,320 Speaker 1: your place as you grow. 57 00:03:07,320 --> 00:03:10,680 Speaker 3: Yeah, you're absolutely right that, you know, I don't think 58 00:03:10,720 --> 00:03:13,040 Speaker 3: Buffalo Trace or Heaven Hill is going to be going 59 00:03:13,080 --> 00:03:16,680 Speaker 3: out of business anytime soon. While they are struggling, you know, 60 00:03:16,800 --> 00:03:20,280 Speaker 3: it is much harder on the smaller, you know, less 61 00:03:20,280 --> 00:03:24,560 Speaker 3: well capitalized, less historic distilleries to figure out a way 62 00:03:24,720 --> 00:03:26,840 Speaker 3: to you know, keep the lights on, keep the doors 63 00:03:26,880 --> 00:03:33,120 Speaker 3: open while keeping your products affordably priced. So we've done 64 00:03:33,160 --> 00:03:36,520 Speaker 3: the monck tails thing. We in fact have a new 65 00:03:37,520 --> 00:03:42,240 Speaker 3: Delta nine spirit called Aura, which is hemp derived, no 66 00:03:42,360 --> 00:03:47,080 Speaker 3: alcohol in that because the kids are certainly drinking cannabis 67 00:03:47,160 --> 00:03:51,760 Speaker 3: type products more so recently than they are you know, 68 00:03:51,840 --> 00:03:55,000 Speaker 3: your typical bourbons and whiskeys and the things that we 69 00:03:55,080 --> 00:03:58,720 Speaker 3: classically and the industry classically produces and has has seen 70 00:03:58,760 --> 00:04:01,520 Speaker 3: a growth cycle until you know, very recently. 71 00:04:02,480 --> 00:04:06,080 Speaker 1: Talking to Julian Jones of west Fork Whiskey west Fork 72 00:04:06,160 --> 00:04:12,480 Speaker 1: Whiskey dot com, You've got some award winners for sure, 73 00:04:12,560 --> 00:04:16,840 Speaker 1: including the Hugh Hamer which is rum finished and we 74 00:04:16,920 --> 00:04:20,560 Speaker 1: actually review that on E Drink Smoke this weekend, so 75 00:04:20,560 --> 00:04:22,720 Speaker 1: people can get the podcast, listen to the radio show 76 00:04:23,080 --> 00:04:24,920 Speaker 1: and hear our review of that. 77 00:04:25,720 --> 00:04:28,000 Speaker 2: But to the idea of where the. 78 00:04:28,279 --> 00:04:31,640 Speaker 1: Bourbon drinker is, is it about, Hey, you got to 79 00:04:31,640 --> 00:04:34,120 Speaker 1: have a special finish. You know, Maker's Mark went through 80 00:04:34,120 --> 00:04:36,520 Speaker 1: a whole series of these with their finishing series. You 81 00:04:36,600 --> 00:04:39,560 Speaker 1: see a lot of this happening. Is it you got 82 00:04:39,600 --> 00:04:42,360 Speaker 1: to have some kind of unique flavor? Is it trying 83 00:04:42,440 --> 00:04:45,760 Speaker 1: to keep yourself to the core of what bourbon is, 84 00:04:45,880 --> 00:04:49,760 Speaker 1: Stick to the caramels, stick to the oaks. Where do 85 00:04:49,839 --> 00:04:52,840 Speaker 1: you see West Fork playing in the space. 86 00:04:53,520 --> 00:04:57,240 Speaker 3: Sure, yeah, Honestly, we're not going to out Kentucky. Kentucky, right, 87 00:04:58,040 --> 00:05:01,039 Speaker 3: so we need unique finishes. We need you Mashvills. We 88 00:05:01,080 --> 00:05:04,600 Speaker 3: bill ourselves as a high corn bourbon distillery very much 89 00:05:04,720 --> 00:05:08,839 Speaker 3: on purpose. It's kind of an open secret that Kentucky 90 00:05:08,880 --> 00:05:12,640 Speaker 3: has been using our world class Indiana corn to make 91 00:05:12,680 --> 00:05:14,920 Speaker 3: their bourbon for a very long time. And the other 92 00:05:15,040 --> 00:05:18,719 Speaker 3: things that they think and obviously does make really delicious bourbon, 93 00:05:18,720 --> 00:05:22,240 Speaker 3: as limestone filtered water. We have that right here in Indiana. 94 00:05:23,440 --> 00:05:27,040 Speaker 3: So you know, we try and keep at least enough 95 00:05:27,080 --> 00:05:29,640 Speaker 3: to the core that you know, you get some of 96 00:05:29,720 --> 00:05:33,240 Speaker 3: those traditional caramels and vanillas that you would from a 97 00:05:33,279 --> 00:05:36,080 Speaker 3: typical four grain bourbon from our neighbors down south, but 98 00:05:36,400 --> 00:05:39,600 Speaker 3: we certainly put our own slant on it. You mentioned 99 00:05:39,680 --> 00:05:42,159 Speaker 3: our Old Hammer and Hugh Hamer line. Those are ninety 100 00:05:42,240 --> 00:05:45,560 Speaker 3: nine percent horn, one percent multed barley. It's a super 101 00:05:45,640 --> 00:05:48,840 Speaker 3: unique Nashville. We were really the first to bring that 102 00:05:48,960 --> 00:05:53,400 Speaker 3: to market. But it gets enough of that nostalgia and 103 00:05:53,480 --> 00:05:56,640 Speaker 3: those those typical bourbon notes, but it's different enough that 104 00:05:56,760 --> 00:05:58,960 Speaker 3: it's not just an also ram. 105 00:05:59,080 --> 00:06:03,880 Speaker 1: Right talking to Julian Jones, of West Fork Whiskey West 106 00:06:03,960 --> 00:06:06,680 Speaker 1: Fork Whiskey dot com. So you've got the distillery there, 107 00:06:07,160 --> 00:06:10,760 Speaker 1: then you have the bar and tasting lounge called Stave. 108 00:06:11,200 --> 00:06:15,039 Speaker 1: Then you've got the restaurant itself called Maash, so you 109 00:06:15,080 --> 00:06:16,720 Speaker 1: have a lot going on that people can come and 110 00:06:16,800 --> 00:06:19,560 Speaker 1: do distillery tours or eat and everything else. 111 00:06:19,560 --> 00:06:21,119 Speaker 2: You've got the whole kind of thing going. 112 00:06:21,480 --> 00:06:23,640 Speaker 1: And then you have the event center and that is 113 00:06:23,680 --> 00:06:27,400 Speaker 1: where I am hosting from Hollywood to the Heartland August 114 00:06:27,400 --> 00:06:34,599 Speaker 1: twenty third. Myself an actor producer Nick Cercy from Justified, Castaway, Runaway, Jury, 115 00:06:35,760 --> 00:06:40,839 Speaker 1: Fantastic Dude. He's created documentaries, not just written produced documentaries. 116 00:06:41,040 --> 00:06:44,719 Speaker 1: About January sixth, a lot of film and television work. 117 00:06:44,720 --> 00:06:48,240 Speaker 1: As people know, we're gonna be doing Hollywood Stories, DC stories, 118 00:06:48,279 --> 00:06:51,360 Speaker 1: why we live in the Midwest. Now it's going to 119 00:06:51,400 --> 00:06:55,480 Speaker 1: be happening at your place at West FOURK Whiskey. I 120 00:06:55,520 --> 00:06:58,200 Speaker 1: saw you yesterday and you said we could do this bigger, 121 00:06:58,440 --> 00:07:01,440 Speaker 1: We can do this, Boulder can do it better. And 122 00:07:01,480 --> 00:07:05,320 Speaker 1: now we're getting into distillery tours. We've added a bourbon 123 00:07:05,480 --> 00:07:09,279 Speaker 1: and wax dipping, which could have a lot of different ways. 124 00:07:09,120 --> 00:07:09,520 Speaker 2: You take that. 125 00:07:09,840 --> 00:07:11,880 Speaker 1: So walk me through what it is you're going to 126 00:07:11,920 --> 00:07:13,960 Speaker 1: be offering people who attend on August twenty third. 127 00:07:14,640 --> 00:07:17,000 Speaker 3: Yeah, So in addition to everything that you said you 128 00:07:17,040 --> 00:07:19,760 Speaker 3: know about the event, we are going to have some 129 00:07:19,800 --> 00:07:24,120 Speaker 3: special bottles that will be available only to the VIPs 130 00:07:24,200 --> 00:07:27,040 Speaker 3: that come through. I will be tasting that with some 131 00:07:27,160 --> 00:07:32,200 Speaker 3: of my team before the show, so definitely definitely encourage 132 00:07:32,240 --> 00:07:34,760 Speaker 3: you to pick up one of those VIP tickets. It's 133 00:07:34,800 --> 00:07:38,280 Speaker 3: going to be a really awesome experience. In addition to that, 134 00:07:38,360 --> 00:07:41,680 Speaker 3: we will be tasting a select number of bourbons throughout 135 00:07:41,720 --> 00:07:45,080 Speaker 3: the show. With the ability to purchase those bottles. Like 136 00:07:45,160 --> 00:07:48,000 Speaker 3: you said, we can wax dip. Really cool little feature. 137 00:07:49,480 --> 00:07:52,160 Speaker 3: But then you know, once things start slowing down, we 138 00:07:52,200 --> 00:07:54,720 Speaker 3: have a nice cigar. We certainly are going to collect 139 00:07:54,800 --> 00:07:58,360 Speaker 3: the scragglers of the group and we'll do we'll do 140 00:07:58,400 --> 00:08:02,560 Speaker 3: a nice, a little whiskey tour through the building and 141 00:08:03,000 --> 00:08:04,840 Speaker 3: probably drill some barrels and see what kind of fun 142 00:08:04,920 --> 00:08:05,760 Speaker 3: we get ourselves into. 143 00:08:06,240 --> 00:08:10,680 Speaker 1: Julian Jones, West Fork Whiskey, west Fork Whiskey dot com. 144 00:08:10,720 --> 00:08:12,960 Speaker 1: I appreciate you being with us. It is it's going 145 00:08:13,000 --> 00:08:15,360 Speaker 1: to be an amazing night. Tickets dot Tony Kats dot com. 146 00:08:15,360 --> 00:08:18,800 Speaker 1: Myself a Nick Sercy, get your tickets, do that right now. 147 00:08:19,040 --> 00:08:23,480 Speaker 1: But this, this gallop pole is really interesting because it 148 00:08:23,560 --> 00:08:27,120 Speaker 1: has so made the rounds and there's a bunch of 149 00:08:27,560 --> 00:08:29,400 Speaker 1: philosophies about why it is. 150 00:08:29,600 --> 00:08:32,600 Speaker 2: Younger generations aren't drinking. 151 00:08:32,800 --> 00:08:35,160 Speaker 1: Now we can argue, well, it's bad for you, and 152 00:08:35,200 --> 00:08:36,719 Speaker 1: they've learned it's bad for you, and they don't want 153 00:08:36,720 --> 00:08:42,080 Speaker 1: to take up this this bad habit. I think that's possible. Uh, 154 00:08:42,160 --> 00:08:47,800 Speaker 1: the gen Z crowd seems pretty health conscious and they 155 00:08:47,840 --> 00:08:53,600 Speaker 1: they are, you know, looking for for alternatives. It's certainly 156 00:08:53,720 --> 00:08:58,200 Speaker 1: as as you heard Julian discussed there this idea of 157 00:08:58,720 --> 00:09:02,679 Speaker 1: CBD all right, CBD right, no, hemp, Well, it's all 158 00:09:02,679 --> 00:09:06,560 Speaker 1: in the same it's all cannabis derived kind of stuff, 159 00:09:06,600 --> 00:09:08,160 Speaker 1: and that could be it. 160 00:09:09,240 --> 00:09:11,520 Speaker 2: But there's another argument to be made. 161 00:09:12,320 --> 00:09:13,000 Speaker 1: First to the. 162 00:09:12,960 --> 00:09:18,200 Speaker 2: Pole, where fifty three percent of adults. 163 00:09:18,000 --> 00:09:20,560 Speaker 1: Now say moderate drinking is bad for their health, up 164 00:09:20,559 --> 00:09:25,280 Speaker 1: from twenty eight percent in twenty fifteen. Interesting that number 165 00:09:25,400 --> 00:09:30,120 Speaker 1: is near doubled. Fifty four percent of you as adults 166 00:09:30,120 --> 00:09:33,880 Speaker 1: say they drink alcoholic beverages liquor wine or beer, lower 167 00:09:33,920 --> 00:09:37,360 Speaker 1: than at any other point in the past three decades. 168 00:09:38,640 --> 00:09:40,240 Speaker 1: I do think that that creates a little bit of 169 00:09:40,240 --> 00:09:42,679 Speaker 1: an argument for there are so many other things they 170 00:09:42,720 --> 00:09:48,839 Speaker 1: can do, right, gummies are real. But also we saw 171 00:09:49,040 --> 00:09:53,920 Speaker 1: during COVID and incredible boom. 172 00:09:53,520 --> 00:09:55,880 Speaker 2: Bourbon was on fire. 173 00:09:56,200 --> 00:10:00,000 Speaker 1: You couldn't find it and they were trying to replace 174 00:10:00,400 --> 00:10:02,920 Speaker 1: so it was hard to find barrels. Certainly you couldn't 175 00:10:02,920 --> 00:10:04,679 Speaker 1: buy a barrel if you want to put something out 176 00:10:04,679 --> 00:10:07,400 Speaker 1: of your own and always remember that with bourbon, right, 177 00:10:07,480 --> 00:10:09,120 Speaker 1: there are laws to these things, you guys know. I 178 00:10:09,120 --> 00:10:11,760 Speaker 1: wrote a book about bourbon, Let's Go Bourbon, develop at 179 00:10:11,760 --> 00:10:12,880 Speaker 1: Amazon dot Com. 180 00:10:13,240 --> 00:10:14,080 Speaker 2: It was the first book. 181 00:10:14,080 --> 00:10:16,160 Speaker 1: So it's really a very simple It's just a reader, right, 182 00:10:16,400 --> 00:10:18,120 Speaker 1: here are the laws, here are the rules. Here's some 183 00:10:18,120 --> 00:10:20,040 Speaker 1: cool quotes. A you put it in your bathroom. It's 184 00:10:20,040 --> 00:10:22,160 Speaker 1: a lot of fun, right, that's all. It is a 185 00:10:22,240 --> 00:10:24,040 Speaker 1: little bit of information, a little bit of fun. The 186 00:10:24,360 --> 00:10:27,439 Speaker 1: second book, Let's Go Barbecue, was a little more personality 187 00:10:27,520 --> 00:10:30,040 Speaker 1: driven and story driven. The next book, which I'm working on, 188 00:10:30,120 --> 00:10:32,680 Speaker 1: Let's Go Grill, but it might be called Let's Go Grilling. 189 00:10:33,080 --> 00:10:33,720 Speaker 2: That is. 190 00:10:35,320 --> 00:10:37,760 Speaker 1: Also going to be in that vein of Let's Go Barbecue. 191 00:10:38,160 --> 00:10:40,560 Speaker 1: We have to redo Let's Go Bourbon. But that's not 192 00:10:40,640 --> 00:10:44,240 Speaker 1: the story. The story is is that there are rules 193 00:10:44,240 --> 00:10:48,480 Speaker 1: to bourbon and ways that it has to be made, 194 00:10:49,559 --> 00:10:51,160 Speaker 1: steps that have to be followed in order to be 195 00:10:51,160 --> 00:10:55,400 Speaker 1: called bourbon by law. Bourbon is the American drink. Well, 196 00:10:55,440 --> 00:10:59,520 Speaker 1: you can pour juice into the barrel, right a first 197 00:10:59,600 --> 00:11:01,160 Speaker 1: use charred oak. 198 00:11:00,960 --> 00:11:04,319 Speaker 2: American charred oak, barrel, pour it in port out. That's bourbon. 199 00:11:05,600 --> 00:11:07,280 Speaker 2: That's the rules being followed. 200 00:11:08,000 --> 00:11:10,480 Speaker 1: But anybody who is anybody knows that it's gonna have 201 00:11:10,520 --> 00:11:13,560 Speaker 1: to spend some time in the barrel. And you want 202 00:11:13,600 --> 00:11:15,840 Speaker 1: the four years, and you want to be able to 203 00:11:15,840 --> 00:11:17,319 Speaker 1: call it straight bourbon whiskey. 204 00:11:17,720 --> 00:11:19,080 Speaker 2: You want the straight. 205 00:11:18,880 --> 00:11:23,360 Speaker 1: Designation on there in order to be able to kind 206 00:11:23,400 --> 00:11:26,960 Speaker 1: of give yourself a little gravitas. And then there's the 207 00:11:27,040 --> 00:11:30,800 Speaker 1: knowledge that age, of course creates character, depth of flavor. 208 00:11:30,920 --> 00:11:34,000 Speaker 1: Things like that you're extracting the flavors from the wood. 209 00:11:34,040 --> 00:11:35,880 Speaker 1: Depending on the char the heat that you put on it, 210 00:11:36,040 --> 00:11:39,400 Speaker 1: You're gonna get different flavors depending on that mash bill, 211 00:11:39,480 --> 00:11:43,679 Speaker 1: How are those all those flavors going to connect and unite? 212 00:11:44,760 --> 00:11:49,040 Speaker 1: These things take time, So when you say the bourbon 213 00:11:49,200 --> 00:11:51,800 Speaker 1: is flying off the shelves and they want to replenish it, 214 00:11:51,800 --> 00:11:55,920 Speaker 1: it doesn't get replenished overnight. It's gonna take one could 215 00:11:56,040 --> 00:12:00,199 Speaker 1: argue for the vast majority of bourbons four years. That's 216 00:12:00,240 --> 00:12:04,880 Speaker 1: how long the juice is gonna spend in the barrel 217 00:12:05,480 --> 00:12:08,800 Speaker 1: in the rick house. It's gonna spend four years or 218 00:12:08,800 --> 00:12:13,679 Speaker 1: in some cases six, seven, ten, fifteen, depending on what 219 00:12:13,800 --> 00:12:17,679 Speaker 1: you're trying to do. And then of course you're losing share. 220 00:12:17,720 --> 00:12:20,040 Speaker 1: That's what they call the angel share because of evaporation. 221 00:12:20,920 --> 00:12:23,600 Speaker 1: That's you start out with X amount of juice and 222 00:12:23,640 --> 00:12:27,200 Speaker 1: you end up with of liquid, and then over time 223 00:12:27,320 --> 00:12:29,800 Speaker 1: you have evaporation, you end up with y amount. Right, 224 00:12:29,840 --> 00:12:32,240 Speaker 1: there's a difference there. That difference is referred to as 225 00:12:32,240 --> 00:12:36,920 Speaker 1: the angel share. That's where that expression comes from. So 226 00:12:37,280 --> 00:12:41,160 Speaker 1: so you have that going on. So you're losing liquid. 227 00:12:41,320 --> 00:12:43,480 Speaker 1: So you have to charge a premium for the liquid 228 00:12:43,679 --> 00:12:45,560 Speaker 1: depending on the number of years. In the more years 229 00:12:45,640 --> 00:12:48,720 Speaker 1: you would assume, the more premium that you're going to charge. 230 00:12:48,880 --> 00:12:51,600 Speaker 1: So now you're gonna have places out there that have 231 00:12:51,960 --> 00:12:54,880 Speaker 1: more premium bourbon because they spend more time with it 232 00:12:55,360 --> 00:13:00,400 Speaker 1: in in the barrel and they're not gonna place to 233 00:13:00,400 --> 00:13:02,800 Speaker 1: sell it. There isn't gonna be a buyer for it, 234 00:13:02,880 --> 00:13:05,280 Speaker 1: or there's gonna be less buyers for it, which brings 235 00:13:05,960 --> 00:13:09,200 Speaker 1: the price down because applying demand is very real. So 236 00:13:09,760 --> 00:13:12,440 Speaker 1: there's a lot of moving parts here and a lot 237 00:13:12,480 --> 00:13:15,319 Speaker 1: of real effect on these distillers. 238 00:13:16,320 --> 00:13:20,480 Speaker 2: But the point that I think was most. 239 00:13:21,640 --> 00:13:25,000 Speaker 1: Interesting to look at here is because in COVID we 240 00:13:25,000 --> 00:13:26,920 Speaker 1: saw so much buying, and now it's post COVID, we 241 00:13:26,960 --> 00:13:30,040 Speaker 1: see so little buying. What if this is actually a 242 00:13:30,080 --> 00:13:37,800 Speaker 1: COVID conversation where because we locked people up younger generations, 243 00:13:37,840 --> 00:13:39,800 Speaker 1: we locked them up. Nope, you can't go see your friends, 244 00:13:39,840 --> 00:13:41,560 Speaker 1: and Nope, you can't go graduate high school. No you 245 00:13:41,559 --> 00:13:43,440 Speaker 1: can't do this, No you can't do that, No you 246 00:13:43,440 --> 00:13:46,400 Speaker 1: can't do the other. Well, they don't know how to 247 00:13:46,440 --> 00:13:50,160 Speaker 1: be social. Drinking is something you do socially, So since 248 00:13:50,160 --> 00:13:55,680 Speaker 1: they're not social, they don't drink. My kids would tell 249 00:13:55,720 --> 00:13:58,920 Speaker 1: me that there's plenty of socializing going on and plenty 250 00:13:59,000 --> 00:14:02,760 Speaker 1: of social actions going on, they're just not interested in 251 00:14:02,800 --> 00:14:03,400 Speaker 1: the alcohol. 252 00:14:04,320 --> 00:14:05,880 Speaker 2: I would argue that the truth is. 253 00:14:05,880 --> 00:14:09,640 Speaker 1: Somewhere in all of this a bit of trend, a 254 00:14:09,720 --> 00:14:14,840 Speaker 1: bit of different generations see things differently. A bit of 255 00:14:15,320 --> 00:14:19,880 Speaker 1: this generation also is afraid of its social opportunities. They're 256 00:14:19,920 --> 00:14:22,680 Speaker 1: afraid they don't know how to be social. They don't 257 00:14:22,720 --> 00:14:28,040 Speaker 1: know how to do outrage in any situation. While people 258 00:14:28,160 --> 00:14:31,920 Speaker 1: might look at a less drinking that's great, I don't. 259 00:14:33,080 --> 00:14:37,760 Speaker 1: I think it's a signal for something bad. I just 260 00:14:37,840 --> 00:14:40,040 Speaker 1: haven't been able to put my finger on exactly what 261 00:14:40,160 --> 00:14:41,240 Speaker 1: that bad thing is yet. 262 00:14:41,920 --> 00:14:43,840 Speaker 2: Keep it here. It's Tony Katz Today.