Speaker 1: Let's talk about dry January. Let's talk about sober. Let's
Speaker 1: talk about sober curious. Let's talk about sober ish. Let's
Speaker 1: talk about California Sober. I have a wine brand, Forever Young.
Speaker 1: It is a superb wine. It is a beautiful bottle.
Speaker 1: It is delicious. It has a gorgeous floral bottle with
Speaker 1: a glass enclosure.
Speaker 2: It is elite.
Speaker 1: If it came out at a different time, it would
Speaker 1: be every bit as successful as Whispering Angel or Rock Angel.
Speaker 1: It is every bit, if not better. It is excellent wine.
Speaker 1: Like anything else is marketing, Rose is crowded. It became
Speaker 1: the hottest space. When I was growing up, Rose was
Speaker 1: like not even a wine. It was like this zinfandet.
Speaker 1: It just wasn't a wine. And while it does well,
Speaker 1: the distribution isn't explosive. It's not skinny girl. I didn't
Speaker 1: invent something new. It's not a ready to drink cocktail,
Speaker 1: which I started the space of ready to drink low calorie.
Speaker 1: I started the whole you know, packaged margarita thing I started.
Speaker 1: I started the celebrity uh cocktail space as we know it.
Speaker 1: And I was sort of dipping back in and going
Speaker 1: back in versus like starting something new. The ma the
Speaker 1: sober life is interesting. Alcohol is down. It is almost
Speaker 1: like a reaction and a rebellion to what was going
Speaker 1: on during the pandemic. When alcohol was up. Alcohol was up,
Speaker 1: luxury goods were up. A lot of things were swollen,
Speaker 1: like you know, the watch, the luxury watch business.
Speaker 2: Obviously, travel was down.
Speaker 1: At home learning was up, Zoom was like, you know,
Speaker 1: there's a million things, but one of the trends was that.
Speaker 2: Alcohol was crazy.
Speaker 1: People were gaining weight and drinking a lot, and then
Speaker 1: the pendulum swung and sober is a reaction. It's a
Speaker 1: reaction and it's a new way of life. Young gen
Speaker 1: z they're not really drinking. I mean, young kids do edibles,
Speaker 1: et cetera. You make your own choices about what you
Speaker 1: think about that. But basically, drinking trends are down, and
Speaker 1: I'm finding that, you know, I haven't had any alcohol
Speaker 1: in a minute. I have pots, which makes me severely dehydrated.
Speaker 1: It's almost like a Shashido pepper. One to two out
Speaker 1: of every twenty times I'll drink, it'll hit really very
Speaker 1: dangerous and bad and dehydrated and like need an ivy
Speaker 1: and it just doesn't work for me really, but like
Speaker 1: is it boring? And how do you handle social drinking
Speaker 1: and how do you handle dating? Dating is a big one.
Speaker 1: Dating is hard to do without drinking. It's something to do,
Speaker 1: and so like now there are a lot of non
Speaker 1: alcoholic options, but of a weird do you feel uncomfortable
Speaker 1: and there are sober bars and it's kind of something
Speaker 1: you have to break through, you know, you have to
Speaker 1: break through. It's almost like a juice fast and you
Speaker 1: start to really start feeling healthier and lighter and your
Speaker 1: eyes whiter and sleeping better after a certain period of time,
Speaker 1: and with being sober, it's like sugar gets out of
Speaker 1: system and you become a little less social. You definitely
Speaker 1: do you're not staying out late doing stupid things, but
Speaker 1: it kind of can become your personality a little, particularly
Speaker 1: if you're not an alcoholic, like if you're just a
Speaker 1: person who can choose. Yesterday, I was trying non alcoholic wines,
Speaker 1: which all suck, by the way, and took a sip
Speaker 1: of an alcoholic wine by accident because I didn't realize
Speaker 1: and like, I'm not going to die, We're not going
Speaker 1: to go on a bender, which by the way a
Speaker 1: real serious alcoholic.
Speaker 2: It could be very bad.
Speaker 1: But you see that, and I think Alex Cooper talked
Speaker 1: about this before the holidays. You see that people really
Speaker 1: pressure what do you mean you're not drinking? What do
Speaker 1: you mean? Like New Year's about we didn't I was
Speaker 1: out on a date and we didn't drink, and like
Speaker 1: that was a feat. You had to sort of plan ahead,
Speaker 1: like what are we going to drink? What's our cocktail choice?
Speaker 1: What's our vibe? Like you could you're standing around for
Speaker 1: a couple of hours and it's like what are we doing?
Speaker 1: What's our activity? Some people are displacing, that's the California
Speaker 1: sober now. They want to do edibles and they want
Speaker 1: to smoke pup Like I don't want to displace with
Speaker 1: another thing, like well, I want to just get a
Speaker 1: bag of cocaine, but not drink alcohol like you know,
Speaker 1: and I know people who like do crazy shit. It's like,
Speaker 1: let's do heroin and get a facial mask and drink
Speaker 1: water and I'm not even kidding. So to just be
Speaker 1: sober and you need other things like what's the other thing?
Speaker 1: Is there good music so then you can dance? Is
Speaker 1: are you going to something that's an activity like do
Speaker 1: you have a sober partner, how do you handle what's
Speaker 1: your party line for what to say to somebody who's
Speaker 1: peer pressure in you? Which will happen into your adult,
Speaker 1: middle aged, senior citizen life, Like it's not just for
Speaker 1: college kids. My answer would be you do you, I'll
Speaker 1: do me, or it's for health rea, you know. But
Speaker 1: I think it's an interesting space and interesting conversation, and
Speaker 1: I think it's something to watch. I'm in the mocktail
Speaker 1: space and I'm watching this entire space because it's also
Speaker 1: like social.
Speaker 2: Consciousness health, it's wellness.
Speaker 1: There have been a lot of changes in the way
Speaker 1: that the Surgeon General the health community looks at drinking.
Speaker 2: So it's just something to discuss.
Speaker 1: Certainly, liquor brands are declining and freaking out. Okay, story
Speaker 1: about Demi Moore seemingly or allegedly snubbing Kylie Jenner at
Speaker 1: the Golden Globes because she didn't say hello to her directly,
Speaker 1: and Kylie wanted her to say hello. Who the hell
Speaker 1: gives a shit? Kylie Jenner Demi Moore don't know each other.
Speaker 1: Necessarily doesn't look like it in that video. You don't
Speaker 1: have to say hello to every single person that's famous,
Speaker 1: then you're an asshole. Also, oh, it's the famous person
Speaker 1: saying hello to other famous person's club. Like she's at
Speaker 1: a table, she was like trying to insert herself in
Speaker 1: the conversation.
Speaker 2: Who cares?
Speaker 1: That happens all the time with celebrities. Who gives a
Speaker 1: shit just because she's Kylie? Like good for Demi Moore
Speaker 1: for not like caring. She might have said a load
Speaker 1: to the waitress, but not Kylie Jenner, Like it's so
Speaker 1: fucking stupid. It doesn't like like sometimes I'll not at
Speaker 1: someone and they'll not at me because they are aware
Speaker 1: of who I am and I'm aware of who they are,
Speaker 1: basically just because we're public people. And then it feels
Speaker 1: really superficial and stupid too. It's like, yes, I'm famous,
Speaker 1: you're famous. I'm not that famous. You're more famous, you're
Speaker 1: less famous, you.
Speaker 2: Know what I mean.
Speaker 1: Like it's sort of like dog sniffing in the dog park.
Speaker 1: But at that event where Demi Moore got her first
Speaker 1: acting award, and she's probably worried about her outfit and
Speaker 1: saying hello to the right person, and what is she's saying?
Speaker 1: You don't have to go say a lot to every
Speaker 1: single person, Like it's okay. Just because Kylie Jenner's a
Speaker 1: billionaire with a sister who as a cashmir aligned plane
Speaker 1: doesn't mean Demi Moore did something wrong by not saying
Speaker 1: hello to her. People are crazy and it's just clickbait.
Speaker 1: I mean, you know, it's just and her daughter chimed in,
Speaker 1: like give it a fucking rest, I think because it is, like,
Speaker 1: give it a fucking rest.
Speaker 2: Who actually as a crap?
Speaker 1: So in dating on dating profiles, I've been correcting and
Speaker 1: editing people's dating profiles. It's really fun, and you'd be
Speaker 1: shocked at how shitty people's dating profiles are. You couldn't
Speaker 1: believe the mistakes that people make, like the in your
Speaker 1: face way that someone answers the prompts on an app
Speaker 1: that would alienate anyone. And for me, I'm a pretty
Speaker 1: fucking harsh, aggressive person. Like, but I'm still aware that
Speaker 1: you don't need to like kick someone in the teeth
Speaker 1: in your dating profile, and you don't need like a
Speaker 1: picture of yourself with four hot girlfriends, or your mommy
Speaker 1: and your picture or your child with a hearty face emoji.
Speaker 1: But chlone, behold, I've found all of these things in
Speaker 1: very smart and savvy people's dating profiles. But anyway, one
Speaker 1: of the things that so the men want to show
Speaker 1: the picture with their kids, so they'll sometimes put the
Speaker 1: emoji face over or just show the kids because they
Speaker 1: want to show that they're a dad, and like they
Speaker 1: want to it's like puppy at the park, like bait
Speaker 1: for the women and you know, saying dad. You know,
Speaker 1: it's proud dad too or whatever. Girl, Dad is a
Speaker 1: little cheesy, but that's okay, that's fine, Like we don't
Speaker 1: need a picture of you with your kids. I know
Speaker 1: a guy who had like his arms around the kids
Speaker 1: in three pictures. It's like they want to show how
Speaker 1: involved they are. Very involved, Dad, I'm very involved. It's
Speaker 1: so irritating because women don't say I'm a very involved mom,
Speaker 1: Like it's pretentious. And it's also like, no shit, I'm
Speaker 1: a very involved mom. You guys like you're gonna get
Speaker 1: an extra cookie. It's almost like the way that like
Speaker 1: men can be a dick and not be called a name,
Speaker 1: but women, if they're bitchy in business or straightforward, they're
Speaker 1: a total like miserable bitch, you know, and like it's
Speaker 1: it would be, like how someone like Hillary would be
Speaker 1: probably Hillary or Kama would And it's not a Democrat
Speaker 1: Republican thing. I just these are the candidates that were
Speaker 1: women would be perceived versus like a Donald Trump in
Speaker 1: the boardroom or something. But it's the same thing in
Speaker 1: the sense that it's such a double standard, like very involved.
Speaker 1: Imagine I was like, yeah, I'm a very involved mom.
Speaker 1: A fuck off, you pretentious loser. B You don't get
Speaker 1: a cookie for that. That's basically that's like signing your
Speaker 1: name on the SAT. It's like you get that, that's it.
Speaker 1: That's like you just that's the three hundred points for
Speaker 1: signing it. Like you shouldn't even get the three undred
Speaker 1: points for signing your name. It's just annoying. It's like
Speaker 1: a man should not need to say very involved dad
Speaker 1: anymore than he needs to put his fucking kid kitty
Speaker 1: emoji anymore that he needs to be holding a giant fish.
Speaker 1: And by the way, I'm allergic to fish. So it's
Speaker 1: gonna be a big turnoff on your dating profile if
Speaker 1: I see that.
Speaker 2: Okay, very involved dad, thank you. This is just a
Speaker 2: quick business rant because.
Speaker 1: I have partners in very many different categories from popcorn
Speaker 1: to shape ord to salad dressing, to mocktails, to books,
Speaker 1: to podcasts to everything okay, and particularly with products, if
Speaker 1: you were interested in a product or launching a brand
Speaker 1: or a service or an idea, do not ever assume
Speaker 1: someone is smarter than you. And the reason I say
Speaker 1: this is because the most success I've ever had was
Speaker 1: with a partner who was moderately successful in the space,
Speaker 1: not the big dog in the space. I had nothing
Speaker 1: going on, and we just pushed something through ourselves. And
Speaker 1: had we listened to the market and listened to the
Speaker 1: advice and listen to all the people that told me
Speaker 1: what to do, who were experts in that space, the
Speaker 1: liquor industry, we would have bonded. And ever since that
Speaker 1: biggest success, I've been very successful at other things and
Speaker 1: made more money on other things than even the cocktail,
Speaker 1: but never had like such a concentrated boom, like just
Speaker 1: a you know, not instant, but like a power success
Speaker 1: where you turned and like you had a liquidity event.
Speaker 1: And now I find that everybody's relying on data. And
Speaker 1: I had this happen with a partner or in a
Speaker 1: specific drink where I told them what I wanted to do.
Speaker 1: I referenced a specific product that I love that I
Speaker 1: thought was going all the way. They had all this
Speaker 1: data to tell me what it was, what it was,
Speaker 1: and what the market was doing. We were going after
Speaker 1: what the market was doing, and it was a similar
Speaker 1: product to other products, and I knew it was not
Speaker 1: going to hit because I just felt like we were copying.
Speaker 1: And I was like, I don't want to do what
Speaker 1: somebody else already did, but do it differently, Like I
Speaker 1: want to start a new idea. Wait, but this is
Speaker 1: what people are doing. I don't care people are doing.
Speaker 1: I don't care people have been doing. I'm going to
Speaker 1: educate them and I'm going to influence them to do
Speaker 1: something new. To want this new thing. It doesn't exist yet,
Speaker 1: It's gonna goro margarita. Low calorie didn't exist in cocktails.
Speaker 1: Ready to drink didn't exist in cocktails in the way
Speaker 1: that it is today. Low calorie ready to drink certainly
Speaker 1: didn't exist. Celebrities didn't exist in cocktails. All of this
Speaker 1: seemed crazy to people because it was new. It was new.
Speaker 1: And I say this because the other day I was
Speaker 1: telling a partner mind what we need to do, and
Speaker 1: they were reading me data sheets, and I was like,
Speaker 1: data is great. It's good for you to support and
Speaker 1: be comfortable by data. But if we're looking at people
Speaker 1: already have done, or what your data is telling you
Speaker 1: based on what people have done, we're already lost. I
Speaker 1: tell people what they're gonna want. I show people what
Speaker 1: they're gonna want. So do not let the market drive
Speaker 1: what you do, and don't let everyone else's opinion and
Speaker 1: the deep data dive totally inform what you're gonna do.
Speaker 1: It's good to listen, it's good to talk to people,
Speaker 1: but it doesn't mean that they're going to be right.
Speaker 2: You have a gut for a reason, and you know
Speaker 2: what could land.
Speaker 1: And if something smells fishy it doesn't seem like it's
Speaker 1: gonna work, then it probably won't because you have to
Speaker 1: be fully behind it