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Speaker 1: heart or text I Heeart to five hundred five hundred

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Speaker 1: for my next guest. Uh, let's just say some brands

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Speaker 1: right now. In Sharrock Vodka. You know it's p Diddy, Tangeray,

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Speaker 1: Jean Smirnov, Johnny Walker, Bailey's just a few. This concany

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Speaker 1: has over two hundred outstanding brands, old and new, large

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Speaker 1: and small, global and local. With these brands sold in

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Speaker 1: a hundred and eighty countries at almost every price point

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Speaker 1: in every category to meet their consumer demand. Now let

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Speaker 1: me introduce you the director of Influencer Brands at the

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Speaker 1: Agio North America. Please welcome to Money Making Conversation. Keenan Towns, Hey, Hey,

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Speaker 1: what's on? How are you pretty good? My friend pretty

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Speaker 1: long time, long time, long time listening. Before we get started, Man,

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Speaker 1: I want to say congratulations on this platform because this

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Speaker 1: is exactly what we need. And um, you know, I've

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Speaker 1: known you for a long time. I've always looked up

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Speaker 1: to you as a mentor, so, you know, to be

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Speaker 1: to be on your show, uh, not only as a blessing,

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Speaker 1: but uh but I'm I'm very humble, so thank you

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Speaker 1: for having me. Well, thank you, you know because of

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Speaker 1: the fact that, uh, you know, that's what this platform

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Speaker 1: is about. It's about being able to I was talking

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Speaker 1: to Anthony Hamilton's We'll talk to a lot of celebrities.

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Speaker 1: They always when I would say, hey, man, I don't

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Speaker 1: care about your ticket sales. I don't care about you

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Speaker 1: about your movie, movie, movie, whether it's a blockbuster or

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Speaker 1: the opening week. It's about you, the brand. And this

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Speaker 1: is what this is about. Mr Towns and his brand

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Speaker 1: and how you influencing people, your industry decision maker. That's

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Speaker 1: why you're on this show because consumers need to know

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Speaker 1: and entrepreneurs need to know how this works and when

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Speaker 1: you when you carry a brand just as powerful and

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Speaker 1: and as I guess we should say as influential in

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Speaker 1: the in the liquor consuming business as as you have

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Speaker 1: what I mean as as that first question, what is

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Speaker 1: the responsibility for you as an influencer of this type

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Speaker 1: of brand, What is the responsibility of that? Well, you

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Speaker 1: know with with Spirits, the first responsibility is responsibility is

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Speaker 1: consuming responsibly and um, you know, and and respecting the

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Speaker 1: fact that you know it's an alcohol brand and um,

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Speaker 1: there are ways that you go about marketing and you

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Speaker 1: know and that you as you know, we take it

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Speaker 1: very seriously. We've got a very strict marketing code and um,

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Speaker 1: and we have to adhere to that. So that's the

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Speaker 1: first piece of it, um. You know. The second pieces

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Speaker 1: that you know, to your point, we have so many

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Speaker 1: big brands, right THEO has been around, uh for many

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Speaker 1: years in different different factors of companies. Um, but you

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Speaker 1: know we've acquired over you know, the last twenty thirty years,

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Speaker 1: some of the biggest brands in Spirits what you mentioned

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Speaker 1: Johnny Walker, Crown Royal, smearing Off, Captain Morgan Sirock, daily on.

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Speaker 1: You know, it just goes on, um, you know, and

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Speaker 1: and and you know and and it's a great place

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Speaker 1: to work, you know, it's It's nothing better than going

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Speaker 1: into a restaurant, a bar, a lounge and when you

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Speaker 1: see you know, thirty percent of that back bar are

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Speaker 1: brands that you represent. Um, you know, it feels great.

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Speaker 1: It feels like you know you're at the right company

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Speaker 1: and you're doing the right thing and you're doing it.

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Speaker 1: Let me just add something about that responsibility. Note, like

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Speaker 1: when you go to the website and then you click brands,

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Speaker 1: you have to enter information to show that you're above

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Speaker 1: the team. So I'm just letting you know that he

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Speaker 1: carries that above. Yeah, producing with a man. In fact,

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Speaker 1: you can vote at a you gotta drink at twenty one,

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Speaker 1: but that was all right. Also, let you know I

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Speaker 1: don't drink. But that doesn't mean that that this interview

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Speaker 1: is not about my habits, about habits of people who

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Speaker 1: enjoy these spirits. But I want to drive on the

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Speaker 1: fact that you guys carry that mantle or be responsible

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Speaker 1: to the highest level, even in the digital and social

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Speaker 1: media community. So when that with that being said, liquor

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Speaker 1: and spirits are consumed, Oh, there sees no periods where

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Speaker 1: you guys know you how to have got to have

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Speaker 1: those warehouses packed because the call is gonna come from

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Speaker 1: your product. Absolutely, I mean, you know, to your point, uh,

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Speaker 1: certainly you have to be twenty one. You enter in

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Speaker 1: that age day, you enter in your age and then

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Speaker 1: you and then you opened You're opened up to a

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Speaker 1: world of celebration, you know, and really a diagio. That's

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Speaker 1: what we're about, you know, celebrating responsibly and um, you know,

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Speaker 1: and and there are key periods and you know, obviously

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Speaker 1: the holiday is a big time October, November, December, you know,

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Speaker 1: from from from Thanksgiving through Christmas and New Years, that

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Speaker 1: has to be probably our larger selling period. Um. But

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Speaker 1: but but then summertime comes around and there's you know,

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Speaker 1: the drinking occasions have changed, you know, from from nightlife

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Speaker 1: to daytime parties now and um, you know, outdoor summer

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Speaker 1: summer events. So you know, so again listen, you know,

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Speaker 1: one of the best things about the liquor industry is

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Speaker 1: that people love to celebrate, um and and and good

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Speaker 1: times and bad you know. So um, it's it's sustainable

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Speaker 1: and you know, and we're just happy to be here

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Speaker 1: and and hopefully people enjoy our brands. Let me let

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Speaker 1: me back up a little bit. We're talking about the brands,

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Speaker 1: but I want to let people know about you. That's

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Speaker 1: why this show is important, because you're an influencer. You're

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Speaker 1: a person who who's who's who's ascended to a level

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Speaker 1: of responsibility that you be able to communicate the spirited

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Speaker 1: world to the masses. How did it all start for

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Speaker 1: you in this direction? And also how they all start

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Speaker 1: for you and this this area of the business. Yeah,

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Speaker 1: so UM for me originally up from Washington the feet,

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Speaker 1: Um I grew up. I grew up in northeast d

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Speaker 1: c uh in a place, a place called Lanks and perish.

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Speaker 1: Um we were at at one point where the murder

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Speaker 1: capital of the world. Um. I grew up. I had

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Speaker 1: probably fifteen or twenty guys that lived on my street

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Speaker 1: who I considered, you know, my friends. Um. Today there

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Speaker 1: is two of those guys that are still living or

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Speaker 1: not incarcerated. So um, you know, it's a tough, tough,

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Speaker 1: tough area, tough neighborhood. Um you know. And and fortunately

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Speaker 1: I was. I was able when when everybody was going right,

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Speaker 1: I went left. I went the other way or left

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Speaker 1: when they went left, I went right. Um. You know,

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Speaker 1: I stayed focused on education. UM you know, I was

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Speaker 1: bust across town to a private school because I got

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Speaker 1: kicked out of the public school was on the on

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Speaker 1: the first day for fighting. UH. And my parents put

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Speaker 1: me in military school. Um. You know. And and from

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Speaker 1: that point on, um, you know, and I think my

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Speaker 1: grandmother every day for kind of saving my life because

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Speaker 1: you know it, although it took me an hour and

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Speaker 1: a half to get to school every day, UM, I

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Speaker 1: didn't run into that negativity in my neighborhood. You know,

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Speaker 1: I had to leave before everybody got up and by

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Speaker 1: the time I got home, they were doing something else. So, UM,

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Speaker 1: you know, I took a different path. And you know,

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Speaker 1: and again I'm very blessed and fortunate that I had

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Speaker 1: people in my life to to kind of steer me

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Speaker 1: in that direction. From there, I went on to UH

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Speaker 1: to Temple University UH in Philadelphia, UH, and I studied marketing. UM.

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Speaker 1: I didn't really know what that was going to turn

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Speaker 1: out to be, you know, and and and you know,

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Speaker 1: and I think, as you know, young people that are listening, UM,

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Speaker 1: you know, you you really don't know where life is

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Speaker 1: gonna take you, but you know, you do things that

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Speaker 1: you're interested in. And at that point I started to

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Speaker 1: throw events in college, throw parties for my fraternity and

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Speaker 1: some other things, and which which I had start to

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Speaker 1: understand about marketing. You know what what that meant, you know,

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Speaker 1: to promote not only your event in your party, but

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Speaker 1: yourself as a promoter. So I started to throw parties

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Speaker 1: in Philly and um and I bought some of the

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Speaker 1: biggest hip hop acts as Shilly at the time. I

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Speaker 1: brought Notorious b I G. And I bought Daddy the

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Speaker 1: Philly and I brought a few other people of Philly.

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Speaker 1: This is all while I was in college, so you know,

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Speaker 1: that's kind of where it started. So I had I

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Speaker 1: had a love for marketing, market Yeah, yeah, the natural yea,

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Speaker 1: the natural love for it. You know, so you're just

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Speaker 1: taking natural talent not to be not knowing that many

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Speaker 1: years now is it's branding as marketing is trending? Is

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Speaker 1: is you? You just That's how it was with me

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Speaker 1: in college. I was just doing some things that I

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Speaker 1: look back now. I would tell people what you learn

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Speaker 1: in your twenties is what you're gonna make money in

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Speaker 1: your forties and your fifties so big yeah, because your

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Speaker 1: thirties that's your resume building period. I don't tell people

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Speaker 1: your twenties. Whatever you learn, that's what you're doing now.

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Speaker 1: All though you were saying, Hey, I was throwing concert

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Speaker 1: the same name you you book P did as a

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Speaker 1: concert and the concert promoter, Now you're marketing his brand.

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Speaker 1: That's amazing. Now I'm running his brand. Yeah, exactly, exactly,

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Speaker 1: And you know, and and again you don't really think

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Speaker 1: about it at the time. The preparation that you know,

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Speaker 1: the things that you're learning, UM, and how it will

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Speaker 1: benefit you and years to come, and those lessons um

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Speaker 1: that you learn, you know, well, like you said, are

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Speaker 1: building blocks for your future. So you know, I was

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Speaker 1: recruited out of Temple to UH to work for a

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Speaker 1: pharmaceutical company in New York, a very big pharmaceutical company,

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Speaker 1: and I thought I hit the lottery, said, uh, they said,

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Speaker 1: we're gonna give you fifty two tho dollars a year

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Speaker 1: in the company car. That's yeah, this is this is

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Speaker 1: my first job out of out of out of college. Listen,

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Speaker 1: where do I whe where do I sign? I'm gonna

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Speaker 1: take that And that job moved me. That job moved

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Speaker 1: me to New York UM and I went through an

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Speaker 1: extensive training UM. I was a market development associate for

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Speaker 1: uh ostel Peroter's drug, and again I had I had

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Speaker 1: no biology background, no medical background. I went through a

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Speaker 1: very extensive twelve week training on human anatomy and um

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Speaker 1: and this drug and how it would affect folks, and

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Speaker 1: you know, and it was very interesting about that job.

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Speaker 1: Is is that I moved to New York and my

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Speaker 1: territory was the Upper east Side. I had the Bronx,

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Speaker 1: I had a Harlem and I had the Upper east Side.

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Speaker 1: And and when I tell you, I went, my doctors

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Speaker 1: in the Bronx they loved me. My doctors in Harlem

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Speaker 1: they loved me. The white doctors on the Upper east

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Speaker 1: Side they didn't love me. And when I tell you,

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Speaker 1: they made it so difficult for me, I mean, the

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Speaker 1: racism is it is reel today, but it was certainly

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Speaker 1: real for for a young black man who was years

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Speaker 1: old claiming to be the expertal o colosis trying to

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Speaker 1: tell fifty sixty year old white doctors about you know,

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Speaker 1: this drug and this disease. They weren't hearing it, you know,

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Speaker 1: and they made an ark for me. You know. So

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Speaker 1: I quickly realized within about nine months that that probably

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Speaker 1: wasn't the right job for me. Cool, Well, hold that.

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Speaker 1: I hold that thought right there, because we want to

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Speaker 1: hear about how did you go to the right job?

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Speaker 1: And we're back with more. He's the he's the director,

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Speaker 1: he's the brand influencer, the Agio. Everybody knows the Agio.

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Speaker 1: There's the key love, that's Sharrock. Everybody knows that. Just

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Speaker 1: you know, it's like he did his owns commercials. He'd

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Speaker 1: be right to tell us about marketing trends, drinking trends.

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Speaker 1: And also I want to ask about something I've always

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Speaker 1: bugged the Agio about, how can you sponsor my event?

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Speaker 1: Be right back with more money making conversations. Cool? This

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Speaker 1: ras Sean McDonald where you are listening to money making conversations.

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Speaker 1: As you know, money making conversation is heard on channeling

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Speaker 1: one forty one. It was serious x M on Howard

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Speaker 1: University campus has also heard on Channel one forty two

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Speaker 1: Serious XM on all HBCU campuses. The reason I brought

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Speaker 1: that up and brought it to Mr Town's attention because

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Speaker 1: he's talking about that transition from from college to the

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Speaker 1: professional world as some of the some of the pitfalls

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Speaker 1: and when you think you got the job over your

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Speaker 1: lifetime and the lottery. You've hit the lottery that you

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Speaker 1: can be hit with a curve. And that's what you got,

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Speaker 1: hit with a curve right there where you got your

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Speaker 1: two thou dollars, You got your call, You out there

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Speaker 1: selling everybody in New York and then all of a sudden,

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Speaker 1: somebody telling you we don't want you, we don't want

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Speaker 1: you or your products. And so at that age of three,

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Speaker 1: what are you going from there? Sir? You know what?

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Speaker 1: You know, it was certainly a smack in the face.

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Speaker 1: And um, you know, I said, you know what, let

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Speaker 1: me let me go back to what I really enjoyed

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Speaker 1: doing when I was in school. And m and there

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Speaker 1: were three guys um who went to school across the

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Speaker 1: town at University of penn Um. They called me one

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Speaker 1: day and they were one of the brothers who worked

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Speaker 1: for r C and music. The other brothers were in

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Speaker 1: UH and just finishing business school. Super smart guys, the

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Speaker 1: Preside brothers and you you you may know, Michael Mark

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Speaker 1: and Irwin presid Um. They came, yeah, and they and

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Speaker 1: they came to me and said, listen, we want to

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Speaker 1: start a marketing company at multi Cultural Marketing Company, and um,

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Speaker 1: you know, and we need your help. Would you be

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Speaker 1: our would you be our partner? And at that point

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Speaker 1: I said absolutely. Um. You know, the small period in

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Speaker 1: between that, I was working at a company called US

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Speaker 1: Concepts and my first brand. They were liquor marketing company.

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Speaker 1: My first brand was Tangara a Gin was twenty twenty

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Speaker 1: three years ago. I worked on Tangara a Gin and

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Speaker 1: uh and and when Mark and Mike and Irwin offered

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Speaker 1: me this job to come join their company, to have

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Speaker 1: ownership in the company. UM. I went to at that

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Speaker 1: time Shechefflin and Somerset, which owned Tanker Ray. I said, listen,

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Speaker 1: I'm gonna step out and kind of do my own

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Speaker 1: ad agency. And they said, Keena, we love what you do.

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Speaker 1: So wherever you go, we go. And from that point on,

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Speaker 1: me and Liquor became synonymous. UM. You know, we we

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Speaker 1: we worked, you know, on the Hennessey brand, the Mollette brand,

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Speaker 1: UM Grand Manner, Tangar Ray, Johnny Walker. We did all

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Speaker 1: of the kind of multi cultural marketing back when really

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Speaker 1: multi cultural, you know, it was really just marketing African America,

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Speaker 1: you know, and and you know, yeah, and you know

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Speaker 1: and so and and that put me and we were

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Speaker 1: able to develop that business with Cheflin and Somerset over many,

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Speaker 1: many years. So that's what put me into the Spirits business,

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Speaker 1: which where I got my legs. You know. We had

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Speaker 1: that company with them for probably five or six years,

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Speaker 1: and we were about to get bought and the deal

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Speaker 1: didn't go through. I was able to cash shot of

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Speaker 1: the company. And then that's where I became, you know that.

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Speaker 1: You know, I've always had this entrepreneurial spirit, and you know,

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Speaker 1: from there I was able to transition into um, you know,

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Speaker 1: opening some athletic footwear stores and restaurants and a few

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Speaker 1: other things. And again listen, there's no success with our failure,

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Speaker 1: right and I lost a ton of money. I learned

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Speaker 1: a lot, a lot a lot about business and life experiences.

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Speaker 1: Who you can trust and who you can't trust, the

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Speaker 1: importance of doing deals the right way. Um. That important,

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Speaker 1: doing the deal the right way and not doing it

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Speaker 1: on faith, and doing it with the right business place.

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Speaker 1: That's right. Absolutely, And And to fast track, you know,

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Speaker 1: I was in I was in l A. I had

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Speaker 1: moved to l A and where I met U S. Steve,

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Speaker 1: you know, and remember you at that time, me and

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Speaker 1: you would go to the Grove and eat chicken. Come

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Speaker 1: over there. You know I was coming over to your

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Speaker 1: apartment playing card when I was in the room with

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Speaker 1: party the dom Remember that I would tell people over

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Speaker 1: over the palazzo, come on now right across from north

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Speaker 1: to remember we remember you. You gotta sponsorship, I did,

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Speaker 1: you know? You know what, man, what's so interesting is

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Speaker 1: is that, like you know, I started off the conversation

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Speaker 1: with mentors, it's home. And you know, I've always looked

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Speaker 1: up to you and Steve and people like Magic Johnson

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Speaker 1: and you know, you know, guys a little bit older

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Speaker 1: than me, but really took you know, took the initiative

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Speaker 1: to put the hard work in. Um they learned their

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Speaker 1: businesses and you know, and then you always you always

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Speaker 1: gave back, right, So you always try to mentor and

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Speaker 1: teach you know, young young and not not just brothers

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Speaker 1: like you taught everybody. So you know, I mean again,

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Speaker 1: those those lessons are advisable. I spent eleven years in

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Speaker 1: l A doing marketing for myself. Uh and then I

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Speaker 1: got a phone call about eight years ago from one

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Speaker 1: of the guys who was my client at Shefflin when

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Speaker 1: I first worked on Tanga. Ray called me now fifteen

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Speaker 1: years later and said, hey, are you still good with

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Speaker 1: Sean Klee? So? Are you still good with me? That? Yeah?

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Speaker 1: You know that's my guy. We're We're good. Hey, I

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Speaker 1: got an opportunity, you know, for you to come to

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Speaker 1: New York and work on the rock business. And and

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Speaker 1: and that's how you know, that's how it captains Diagio.

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Speaker 1: But I will tell you man, you know, I've never

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Speaker 1: worked in corporate America outside of that nine months that

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Speaker 1: I worked at Months and coming to a company that

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Speaker 1: has thirty thousand employees, that is a global company and

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Speaker 1: has you know, over two hundred well known brands. You know,

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Speaker 1: this is a culture shock for me. Complete coaches stock.

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Speaker 1: You know, I go from working three phones in my

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Speaker 1: own office, you know, doing deals with celebrities, doing all

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Speaker 1: kinds of sponsorship deals. Now I work in a queue.

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Speaker 1: I can't talk, I can't talk freely. Uh you know, uh,

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Speaker 1: you know it's we do business a different way. The blessing,

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Speaker 1: the blessing about working for a good company is that

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Speaker 1: you know that Diageo They've allowed me to be who

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Speaker 1: I am. Right, They've allowed me to bring all of

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Speaker 1: my experiences, all of my relationships. Um, the cultural things

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Speaker 1: that bring which you know, We've got some really talented

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Speaker 1: smart people that work at this company, but they don't

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Speaker 1: have the set of skills that I have. So you know,

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Speaker 1: so and and and that's where you know, that's kind

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Speaker 1: of how I fit in within this company. So, um,

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Speaker 1: you talk about fitting in though, you know, when you

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Speaker 1: talk about like the successive tanker Rade, when you talk

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Speaker 1: about the success of Sharrock and talk about all these

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Speaker 1: success these labels, how the role do you play in

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Speaker 1: that and that development? Sure? Um, you know, as as

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Speaker 1: a brand person. Um, you know, coming here is like

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Speaker 1: going to business school for marketing. Uh literally, I mean

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Speaker 1: the the rigor the strategic insight, the research. Um. You know,

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Speaker 1: I would have never thought that consumer you know, package

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Speaker 1: companies invest the amount of money that they do. Um,

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Speaker 1: and me being on the outside, I mean, you spend

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Speaker 1: millions and millions of dollars on research and insights and

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Speaker 1: strategy and you know, so again for me, it was

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Speaker 1: it has been one of the most phenomenal learning experiences

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Speaker 1: of my life working at this company. And um, you know,

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Speaker 1: and I've always been a brand person. I've always known marketing,

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Speaker 1: I've always known entertainment, I've been around celebrities, athletes and

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Speaker 1: you know, all that kind of stuff all my life,

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Speaker 1: salvage me. Uh. The strategy piece was what kind of

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Speaker 1: what I was missing? You know. So so you after

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Speaker 1: spending you know a few years within the company, you

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Speaker 1: start to see how important it is to understand who

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Speaker 1: that consumer is, how important it is to understand the

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Speaker 1: drinking trends uh, cultural trends, UH, nightlife trends, UH, industry

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Speaker 1: overall trends. You know. So you know, and then you

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Speaker 1: can make informed decisions on how you take a brand

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Speaker 1: like Surrock, how you take a brand like tank Lay

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Speaker 1: or you know, or Daily On, and and like who

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Speaker 1: those consumers are whatever, it's gonna be the trigger points

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Speaker 1: for them, you know, how how how can you best

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Speaker 1: help these few people celebrate with your brands? And really

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Speaker 1: that's what it's about, you know. So for me, I

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Speaker 1: kind of I wear a couple of different hats. I'm

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Speaker 1: a traditional brand guy, non traditional traditional brand guy. Uh,

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Speaker 1: and it's uh, you know, we start with strategy. Uh,

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Speaker 1: we're gon, we use research, make informed to sasion, and

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Speaker 1: we come up with the marketing plan. I'm certainly involved

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Speaker 1: in the creative process with with our agency partners UM,

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Speaker 1: and then we pushed it all the way down to

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Speaker 1: ourselves teams on the commercial side. So again this is

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Speaker 1: a it's a it's a full three sixty uh operation

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Speaker 1: that I mean that you that you really have to

399
00:22:20,760 --> 00:22:23,879
Speaker 1: understand it's really just not about creating an ad or

400
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Speaker 1: you know, understand the social media, you know, in order

401
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Speaker 1: to really market brands of this magnitude. You know, it's

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00:22:30,960 --> 00:22:33,280
Speaker 1: it's um, it's a full three sixty. I wanted to

403
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Speaker 1: I want to drip back a little bit about just

404
00:22:35,840 --> 00:22:38,399
Speaker 1: just just knowing you as a person and just the

405
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Speaker 1: personal experiences we had, Like he was talking about those

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Speaker 1: parties it used to do in my condo and in

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Speaker 1: l A. That was just natural instinctive moments of just

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Speaker 1: branding and marketing, and it became like an event. You

409
00:22:50,119 --> 00:22:52,520
Speaker 1: almost had to have a like a special v I

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Speaker 1: p to get in there. And I would tell you

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Speaker 1: story right man, that that there was It was no

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Speaker 1: more than about a hundred people could get into my condo.

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Speaker 1: And I remember it was so big that Kesha COLDD,

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Speaker 1: R and B. Superstar today she auditioned in my condo

415
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Speaker 1: to sing that's how big this thing was this and

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Speaker 1: we will go. Now we just need to play dominoes

417
00:23:15,840 --> 00:23:20,040
Speaker 1: and that you know what's so just to hear those

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00:23:20,160 --> 00:23:23,679
Speaker 1: natural talents that you developed so far. I'm so proud

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Speaker 1: of you and I'm just so happy a lobby to

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Speaker 1: share your story. The bigger story is the agio, but

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Speaker 1: the even bigger story is your story, my friend, and

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00:23:32,000 --> 00:23:34,919
Speaker 1: the and the see the journey and just only growing.

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Speaker 1: And I know that I gotta have you back on

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Speaker 1: in the fall. You know when it's when you're there

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