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Speaker 1: Let's talk about dry January. Let's talk about sober. Let's

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Speaker 1: talk about sober curious. Let's talk about sober ish. Let's

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Speaker 1: talk about California Sober. I have a wine brand, Forever Young.

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Speaker 1: It is a superb wine. It is a beautiful bottle.

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Speaker 1: It is delicious. It has a gorgeous floral bottle with

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Speaker 1: a glass enclosure.

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Speaker 2: It is elite.

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Speaker 1: If it came out at a different time, it would

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Speaker 1: be every bit as successful as Whispering Angel or Rock Angel.

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Speaker 1: It is every bit, if not better. It is excellent wine.

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Speaker 1: Like anything else is marketing, Rose is crowded. It became

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Speaker 1: the hottest space. When I was growing up, Rose was

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Speaker 1: like not even a wine. It was like this zinfandet.

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Speaker 1: It just wasn't a wine. And while it does well,

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Speaker 1: the distribution isn't explosive. It's not skinny girl. I didn't

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Speaker 1: invent something new. It's not a ready to drink cocktail,

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Speaker 1: which I started the space of ready to drink low calorie.

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Speaker 1: I started the whole you know, packaged margarita thing I started.

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Speaker 1: I started the celebrity uh cocktail space as we know it.

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Speaker 1: And I was sort of dipping back in and going

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Speaker 1: back in versus like starting something new. The ma the

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Speaker 1: sober life is interesting. Alcohol is down. It is almost

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Speaker 1: like a reaction and a rebellion to what was going

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Speaker 1: on during the pandemic. When alcohol was up. Alcohol was up,

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Speaker 1: luxury goods were up. A lot of things were swollen,

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Speaker 1: like you know, the watch, the luxury watch business.

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Speaker 2: Obviously, travel was down.

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Speaker 1: At home learning was up, Zoom was like, you know,

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Speaker 1: there's a million things, but one of the trends was that.

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Speaker 2: Alcohol was crazy.

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Speaker 1: People were gaining weight and drinking a lot, and then

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Speaker 1: the pendulum swung and sober is a reaction. It's a

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Speaker 1: reaction and it's a new way of life. Young gen

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Speaker 1: z they're not really drinking. I mean, young kids do edibles,

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Speaker 1: et cetera. You make your own choices about what you

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Speaker 1: think about that. But basically, drinking trends are down, and

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Speaker 1: I'm finding that, you know, I haven't had any alcohol

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Speaker 1: in a minute. I have pots, which makes me severely dehydrated.

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Speaker 1: It's almost like a Shashido pepper. One to two out

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Speaker 1: of every twenty times I'll drink, it'll hit really very

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Speaker 1: dangerous and bad and dehydrated and like need an ivy

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Speaker 1: and it just doesn't work for me really, but like

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Speaker 1: is it boring? And how do you handle social drinking

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Speaker 1: and how do you handle dating? Dating is a big one.

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Speaker 1: Dating is hard to do without drinking. It's something to do,

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Speaker 1: and so like now there are a lot of non

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Speaker 1: alcoholic options, but of a weird do you feel uncomfortable

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Speaker 1: and there are sober bars and it's kind of something

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Speaker 1: you have to break through, you know, you have to

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Speaker 1: break through. It's almost like a juice fast and you

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Speaker 1: start to really start feeling healthier and lighter and your

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Speaker 1: eyes whiter and sleeping better after a certain period of time,

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Speaker 1: and with being sober, it's like sugar gets out of

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Speaker 1: system and you become a little less social. You definitely

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Speaker 1: do you're not staying out late doing stupid things, but

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Speaker 1: it kind of can become your personality a little, particularly

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Speaker 1: if you're not an alcoholic, like if you're just a

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Speaker 1: person who can choose. Yesterday, I was trying non alcoholic wines,

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Speaker 1: which all suck, by the way, and took a sip

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Speaker 1: of an alcoholic wine by accident because I didn't realize

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Speaker 1: and like, I'm not going to die, We're not going

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Speaker 1: to go on a bender, which by the way a

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Speaker 1: real serious alcoholic.

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Speaker 2: It could be very bad.

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Speaker 1: But you see that, and I think Alex Cooper talked

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Speaker 1: about this before the holidays. You see that people really

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Speaker 1: pressure what do you mean you're not drinking? What do

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Speaker 1: you mean? Like New Year's about we didn't I was

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Speaker 1: out on a date and we didn't drink, and like

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Speaker 1: that was a feat. You had to sort of plan ahead,

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Speaker 1: like what are we going to drink? What's our cocktail choice?

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Speaker 1: What's our vibe? Like you could you're standing around for

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Speaker 1: a couple of hours and it's like what are we doing?

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Speaker 1: What's our activity? Some people are displacing, that's the California

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Speaker 1: sober now. They want to do edibles and they want

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Speaker 1: to smoke pup Like I don't want to displace with

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Speaker 1: another thing, like well, I want to just get a

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Speaker 1: bag of cocaine, but not drink alcohol like you know,

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Speaker 1: and I know people who like do crazy shit. It's like,

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Speaker 1: let's do heroin and get a facial mask and drink

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Speaker 1: water and I'm not even kidding. So to just be

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Speaker 1: sober and you need other things like what's the other thing?

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Speaker 1: Is there good music so then you can dance? Is

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Speaker 1: are you going to something that's an activity like do

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Speaker 1: you have a sober partner, how do you handle what's

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Speaker 1: your party line for what to say to somebody who's

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Speaker 1: peer pressure in you? Which will happen into your adult,

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Speaker 1: middle aged, senior citizen life, Like it's not just for

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Speaker 1: college kids. My answer would be you do you, I'll

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Speaker 1: do me, or it's for health rea, you know. But

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Speaker 1: I think it's an interesting space and interesting conversation, and

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Speaker 1: I think it's something to watch. I'm in the mocktail

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Speaker 1: space and I'm watching this entire space because it's also

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Speaker 1: like social.

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Speaker 2: Consciousness health, it's wellness.

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Speaker 1: There have been a lot of changes in the way

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Speaker 1: that the Surgeon General the health community looks at drinking.

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Speaker 2: So it's just something to discuss.

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Speaker 1: Certainly, liquor brands are declining and freaking out. Okay, story

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Speaker 1: about Demi Moore seemingly or allegedly snubbing Kylie Jenner at

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Speaker 1: the Golden Globes because she didn't say hello to her directly,

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Speaker 1: and Kylie wanted her to say hello. Who the hell

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Speaker 1: gives a shit? Kylie Jenner Demi Moore don't know each other.

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Speaker 1: Necessarily doesn't look like it in that video. You don't

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Speaker 1: have to say hello to every single person that's famous,

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Speaker 1: then you're an asshole. Also, oh, it's the famous person

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Speaker 1: saying hello to other famous person's club. Like she's at

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Speaker 1: a table, she was like trying to insert herself in

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Speaker 1: the conversation.

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Speaker 2: Who cares?

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Speaker 1: That happens all the time with celebrities. Who gives a

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Speaker 1: shit just because she's Kylie? Like good for Demi Moore

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Speaker 1: for not like caring. She might have said a load

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Speaker 1: to the waitress, but not Kylie Jenner, Like it's so

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Speaker 1: fucking stupid. It doesn't like like sometimes I'll not at

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Speaker 1: someone and they'll not at me because they are aware

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Speaker 1: of who I am and I'm aware of who they are,

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Speaker 1: basically just because we're public people. And then it feels

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Speaker 1: really superficial and stupid too. It's like, yes, I'm famous,

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Speaker 1: you're famous. I'm not that famous. You're more famous, you're

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Speaker 1: less famous, you.

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Speaker 2: Know what I mean.

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Speaker 1: Like it's sort of like dog sniffing in the dog park.

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Speaker 1: But at that event where Demi Moore got her first

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Speaker 1: acting award, and she's probably worried about her outfit and

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Speaker 1: saying hello to the right person, and what is she's saying?

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Speaker 1: You don't have to go say a lot to every

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Speaker 1: single person, Like it's okay. Just because Kylie Jenner's a

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Speaker 1: billionaire with a sister who as a cashmir aligned plane

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Speaker 1: doesn't mean Demi Moore did something wrong by not saying

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Speaker 1: hello to her. People are crazy and it's just clickbait.

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Speaker 1: I mean, you know, it's just and her daughter chimed in,

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Speaker 1: like give it a fucking rest, I think because it is, like,

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Speaker 1: give it a fucking rest.

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Speaker 2: Who actually as a crap?

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Speaker 1: So in dating on dating profiles, I've been correcting and

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Speaker 1: editing people's dating profiles. It's really fun, and you'd be

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Speaker 1: shocked at how shitty people's dating profiles are. You couldn't

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Speaker 1: believe the mistakes that people make, like the in your

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Speaker 1: face way that someone answers the prompts on an app

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Speaker 1: that would alienate anyone. And for me, I'm a pretty

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Speaker 1: fucking harsh, aggressive person. Like, but I'm still aware that

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Speaker 1: you don't need to like kick someone in the teeth

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Speaker 1: in your dating profile, and you don't need like a

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Speaker 1: picture of yourself with four hot girlfriends, or your mommy

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Speaker 1: and your picture or your child with a hearty face emoji.

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Speaker 1: But chlone, behold, I've found all of these things in

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Speaker 1: very smart and savvy people's dating profiles. But anyway, one

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Speaker 1: of the things that so the men want to show

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Speaker 1: the picture with their kids, so they'll sometimes put the

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Speaker 1: emoji face over or just show the kids because they

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Speaker 1: want to show that they're a dad, and like they

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Speaker 1: want to it's like puppy at the park, like bait

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Speaker 1: for the women and you know, saying dad. You know,

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Speaker 1: it's proud dad too or whatever. Girl, Dad is a

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Speaker 1: little cheesy, but that's okay, that's fine, Like we don't

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Speaker 1: need a picture of you with your kids. I know

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Speaker 1: a guy who had like his arms around the kids

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Speaker 1: in three pictures. It's like they want to show how

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Speaker 1: involved they are. Very involved, Dad, I'm very involved. It's

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Speaker 1: so irritating because women don't say I'm a very involved mom,

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Speaker 1: Like it's pretentious. And it's also like, no shit, I'm

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Speaker 1: a very involved mom. You guys like you're gonna get

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Speaker 1: an extra cookie. It's almost like the way that like

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Speaker 1: men can be a dick and not be called a name,

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Speaker 1: but women, if they're bitchy in business or straightforward, they're

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Speaker 1: a total like miserable bitch, you know, and like it's

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Speaker 1: it would be, like how someone like Hillary would be

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Speaker 1: probably Hillary or Kama would And it's not a Democrat

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Speaker 1: Republican thing. I just these are the candidates that were

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Speaker 1: women would be perceived versus like a Donald Trump in

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Speaker 1: the boardroom or something. But it's the same thing in

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Speaker 1: the sense that it's such a double standard, like very involved.

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Speaker 1: Imagine I was like, yeah, I'm a very involved mom.

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Speaker 1: A fuck off, you pretentious loser. B You don't get

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Speaker 1: a cookie for that. That's basically that's like signing your

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Speaker 1: name on the SAT. It's like you get that, that's it.

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Speaker 1: That's like you just that's the three hundred points for

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Speaker 1: signing it. Like you shouldn't even get the three undred

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Speaker 1: points for signing your name. It's just annoying. It's like

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Speaker 1: a man should not need to say very involved dad

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Speaker 1: anymore than he needs to put his fucking kid kitty

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Speaker 1: emoji anymore that he needs to be holding a giant fish.

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Speaker 1: And by the way, I'm allergic to fish. So it's

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Speaker 1: gonna be a big turnoff on your dating profile if

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Speaker 1: I see that.

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Speaker 2: Okay, very involved dad, thank you. This is just a

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Speaker 2: quick business rant because.

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Speaker 1: I have partners in very many different categories from popcorn

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Speaker 1: to shape ord to salad dressing, to mocktails, to books,

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Speaker 1: to podcasts to everything okay, and particularly with products, if

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Speaker 1: you were interested in a product or launching a brand

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Speaker 1: or a service or an idea, do not ever assume

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Speaker 1: someone is smarter than you. And the reason I say

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Speaker 1: this is because the most success I've ever had was

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Speaker 1: with a partner who was moderately successful in the space,

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Speaker 1: not the big dog in the space. I had nothing

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Speaker 1: going on, and we just pushed something through ourselves. And

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Speaker 1: had we listened to the market and listened to the

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Speaker 1: advice and listen to all the people that told me

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Speaker 1: what to do, who were experts in that space, the

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Speaker 1: liquor industry, we would have bonded. And ever since that

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Speaker 1: biggest success, I've been very successful at other things and

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Speaker 1: made more money on other things than even the cocktail,

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Speaker 1: but never had like such a concentrated boom, like just

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Speaker 1: a you know, not instant, but like a power success

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Speaker 1: where you turned and like you had a liquidity event.

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Speaker 1: And now I find that everybody's relying on data. And

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Speaker 1: I had this happen with a partner or in a

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Speaker 1: specific drink where I told them what I wanted to do.

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Speaker 1: I referenced a specific product that I love that I

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Speaker 1: thought was going all the way. They had all this

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Speaker 1: data to tell me what it was, what it was,

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Speaker 1: and what the market was doing. We were going after

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Speaker 1: what the market was doing, and it was a similar

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Speaker 1: product to other products, and I knew it was not

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Speaker 1: going to hit because I just felt like we were copying.

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Speaker 1: And I was like, I don't want to do what

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Speaker 1: somebody else already did, but do it differently, Like I

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Speaker 1: want to start a new idea. Wait, but this is

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Speaker 1: what people are doing. I don't care people are doing.

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Speaker 1: I don't care people have been doing. I'm going to

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Speaker 1: educate them and I'm going to influence them to do

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Speaker 1: something new. To want this new thing. It doesn't exist yet,

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Speaker 1: It's gonna goro margarita. Low calorie didn't exist in cocktails.

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Speaker 1: Ready to drink didn't exist in cocktails in the way

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Speaker 1: that it is today. Low calorie ready to drink certainly

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Speaker 1: didn't exist. Celebrities didn't exist in cocktails. All of this

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Speaker 1: seemed crazy to people because it was new. It was new.

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Speaker 1: And I say this because the other day I was

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Speaker 1: telling a partner mind what we need to do, and

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Speaker 1: they were reading me data sheets, and I was like,

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Speaker 1: data is great. It's good for you to support and

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Speaker 1: be comfortable by data. But if we're looking at people

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Speaker 1: already have done, or what your data is telling you

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Speaker 1: based on what people have done, we're already lost. I

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Speaker 1: tell people what they're gonna want. I show people what

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Speaker 1: they're gonna want. So do not let the market drive

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Speaker 1: what you do, and don't let everyone else's opinion and

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Speaker 1: the deep data dive totally inform what you're gonna do.

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Speaker 1: It's good to listen, it's good to talk to people,

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Speaker 1: but it doesn't mean that they're going to be right.

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Speaker 2: You have a gut for a reason, and you know

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Speaker 2: what could land.

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Speaker 1: And if something smells fishy it doesn't seem like it's

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Speaker 1: gonna work, then it probably won't because you have to

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Speaker 1: be fully behind it