Onyx and Amber: A New Vision in the Whiskey Market

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[SPEAKER_00]: Welcome back everybody to another fun edition of the Rolex Whiskey podcast.

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[SPEAKER_00]: Gentlemen, I have one today.

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[SPEAKER_00]: We actually have some history that will cover in the call, but he’s also got a fun new project in the works without further ado, Benjamin Rosen, welcome to the show my friend, how are you?

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[SPEAKER_02]: I am wonderful Gavin.

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[SPEAKER_02]: Thanks for having me on.

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[SPEAKER_02]: It’s a dream of mine to get on this with you.

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[SPEAKER_02]: And chat since we’ve known each other for almost a decade now.

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[SPEAKER_00]: So this is.

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[SPEAKER_00]: So just correct me if I’m right, but my maker’s celebration comes from you.

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[SPEAKER_01]: Yeah, it does.

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[SPEAKER_00]: Yeah.

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[SPEAKER_00]: I know, I know, and I forget the kids name in LA who flew out to Colorado to get it and took you a bunch of my stuff and I love him.

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[SPEAKER_00]: I just didn’t think it was name right now.

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[SPEAKER_00]: He says he had a Christopher.

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[SPEAKER_00]: Oh, Chris.

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[SPEAKER_00]: But I was like, wait, that’s, this is how far back we go.

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[SPEAKER_00]: Like, that’s it.

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[SPEAKER_00]: It was a two thousand and sixteen-litre celebration.

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[SPEAKER_02]: Got what?

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[SPEAKER_02]: I met him in like a hell in downtown Denver.

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[SPEAKER_00]: Yeah, and he flew out there with that with a Yamazaki Mizunara, if I remember correctly.

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[SPEAKER_00]: The mid to twenty, a Yamazaki eighteen in the Hibiki twenty one.

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[SPEAKER_00]: Was it a trade?

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[SPEAKER_00]: Yeah, it was a trade.

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[SPEAKER_02]: Beautiful.

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[SPEAKER_00]: And then I drove up to meet him in LA to get the celebration and say, and he went through like the whole thing with the packaging.

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[SPEAKER_00]: God, he’s got a thousand sixteen that that just flew.

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[SPEAKER_00]: So you know listeners, Ben, I go Ben’s like one of the OGs he goes back a long time.

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[SPEAKER_00]: And a couple of things, you know, we’ll get into a lot of things.

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[SPEAKER_00]: But the most important is he has a new project called Onix and Amber.

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[SPEAKER_00]: So I wanted you to actually start off with that.

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[SPEAKER_00]: And then we’ll get into like whiskey history because this is pretty darn cool.

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[SPEAKER_00]: And I’m really interested in what motivated you how the opportunity came about and like what’s the mission?

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[SPEAKER_02]: Yeah, I mean, I think it’s really interesting because because of our history and how far we go back, you know, some of the things that I can kind of talk about with you, you can relate to because you were there at the same time.

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[SPEAKER_02]: So I have a nostalgia sort of speak for the glory days of

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[SPEAKER_02]: No.

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[SPEAKER_02]: Hi, whiskey, bourbon, whatever you want to call it.

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[SPEAKER_02]: It was all great, you know, about ten years ago.

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[SPEAKER_02]: Like insane Facebook groups.

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[SPEAKER_02]: Yeah, and just, you know, I guess kind of having the world at your fingertips is the way that I would explain it as a consumer, having the world at your fingertips.

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[SPEAKER_02]: I got really into bourbon and started a bourbon club back in, you know, in twenty sixteen twenty seventeen and we did a bunch of picks and you know you used to be able to go to distilleries and they’d welcome you in and and you know you kind of get run of the house you get to try five or six different things if you like them great you got to pick a barrel if you didn’t like it okay let’s go to this part of the Rick house like you know there was really this this environment back then that as the consumer you you kind of

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[SPEAKER_02]: really felt welcomed in for these places.

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[SPEAKER_02]: And when Bourbon kind of, you know, exploded in that same time frame, you know, things changed a little bit.

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[SPEAKER_02]: And you had COVID where everybody was selling five year MGP for a hundred and fifty bucks.

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[SPEAKER_02]: And I was never buying everything.

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[SPEAKER_02]: And if you, you know, you walked in or you got samples to do a barrel pick, you know, you got three options.

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[SPEAKER_02]: And if you didn’t like it, that’s it.

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[SPEAKER_02]: You know, we’ll see again in a year, maybe.

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[SPEAKER_00]: Yeah.

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[SPEAKER_02]: you know, right around twenty eighteen i started investing and and i think it’s it’s again it ties back to what you do you know i started investing in barrels at mtp and i was buying you know three to five year burns and rise and just laying them down in in Denver just as a personal investment to kind of see what would happen and you know if i could make money off of it one day or if it was something that i’d want to bottle eventually so that was kind of the precipice of this whole project and

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[SPEAKER_00]: You know, I’m gonna stop you for a second because you threw out a date, two thousand and eighteen.

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[SPEAKER_00]: I mean, you were kind of, I mean, that wasn’t really happening.

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[SPEAKER_02]: No, no.

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[SPEAKER_02]: And it was just kind of an opportunity that came up.

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[SPEAKER_02]: Like, you know, like, let me give this a shot.

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[SPEAKER_02]: You know, I like alternative investments in general.

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[SPEAKER_02]: I think the lead department.

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[SPEAKER_02]: Yeah.

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[SPEAKER_02]: You know, this was one that I was like, hey, what’s the worst that happens?

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[SPEAKER_02]: You know, you lose a little bit of money.

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[SPEAKER_02]: But if you lose a little bit of money on it, you still end up with a full barrel of whiskey that you can do something with.

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[SPEAKER_02]: you know, if you want to bottle it for your, your own business, your family, your friends, whatever it is, like, you know, there was a material, a material asset.

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[SPEAKER_00]: It was a material upside opportunity that could happen.

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[SPEAKER_02]: Yeah, exactly.

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[SPEAKER_02]: And so, you know, I bought some barrels and I just kind of put them away and they aged here in Denver and, you know, we would periodically check in on them and paste them.

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[SPEAKER_02]: And I think I turned a little sour on the whole industry during, you know, towards the end of COVID when, you know, you couldn’t get anything anymore.

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[SPEAKER_00]: And, you know, only I could, but it was like, eighteen hundred for New Make that used to be like six hundred.

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[SPEAKER_02]: Right.

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[SPEAKER_02]: Part of it, too, is that if somebody is buying a barrel of five year at four thousand dollars, they’ve got to charge a hundred and twenty-five a bottle in order to stay afloat.

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[SPEAKER_02]: And it wasn’t anybody’s fault.

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[SPEAKER_02]: It just, it was like the bourbon rush.

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[SPEAKER_00]: And everybody had the market, the market dictated, and people, you know, everybody wanted to be a player.

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[SPEAKER_02]: Yeah, and everybody had disposable income.

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[SPEAKER_02]: So it was like, hey, look, we got this, we got this cool check from the government.

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[SPEAKER_02]: Let’s go ahead and spend it on whiskey.

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[SPEAKER_02]: I think coming out of that situation in COVID,

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[SPEAKER_02]: got a little puff because as the consumer, you know, your barrel picks in age were coming down.

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[SPEAKER_02]: Your experience was less and less.

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[SPEAKER_02]: The product got more expensive.

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[SPEAKER_02]: You know, got frustrating.

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[SPEAKER_02]: And so I, I don’t know, maybe two years ago, I got with a group of guys who were part of the, the Colorado Urban and Rye Collector’s group that I run and said, hey, look, I’ve got this idea.

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[SPEAKER_02]: And, you know, I want to bring back what I called the glory days of bourbon, the pre-COVID days.

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[SPEAKER_02]: You know, I ran them through the whole thing.

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[SPEAKER_02]: We sat down and, you know, we decided to go for it.

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[SPEAKER_02]: And we started buying up about two years ago.

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[SPEAKER_02]: We started buying up more barrels again.

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[SPEAKER_02]: Prices were coming down, you know, unfortunately, people were going out of business.

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[SPEAKER_02]: Very unfortunate for them, but also creates an opportunity.

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[SPEAKER_02]: And the markets started to get flooded with, with better, high-aged barrels.

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[SPEAKER_00]: at a decent point once I’m going to stop you again.

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[SPEAKER_00]: There was listeners just understand that a lot of people become and I’m throwing up air quotes investors in this field, but they don’t truly understand investment or have the money to sustain investment.

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[SPEAKER_00]: So what Ben’s talking about is these guys who maybe bought this stuff at a good price, but thought it was going to become like ten X, but they used money that they just didn’t necessarily have.

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[SPEAKER_00]: Correct.

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[SPEAKER_00]: So now they’re like, oh shit, like this is all piling up in the storage fees and yada yada yada, like I just need to get out now.

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[SPEAKER_00]: Fuck it, I will take a loss.

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[SPEAKER_00]: But their loss becomes someone else’s game because they never truly were actual investors.

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[SPEAKER_02]: What a hundred percent correct.

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[SPEAKER_02]: And I think it was a game for people that was like, hey, this is an automatic slam dunk.

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[SPEAKER_02]: I am going to be building on this.

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[SPEAKER_00]: And I’m gonna hold you again, because me personally as the Rolex whiskey investment strategy, I make my bread and butter all day from these situations.

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[SPEAKER_00]: These dudes who think that they bought the next slam dunk, and they get to the Costco, the Bevmo, the Total Wine, et cetera, et cetera, before me, and they fucking go brag about it.

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[SPEAKER_00]: And then like, many days later, they’re like, message in me, like, please can you buy this?

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[SPEAKER_00]: Please can you buy this?

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[SPEAKER_00]: I’ll take a loss in it.

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[SPEAKER_00]: I thought it was gonna go up.

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[SPEAKER_00]: I’m like, you fucking clueless, but yeah, I’ll take it off your hands.

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[SPEAKER_00]: So I’m gonna go back.

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[SPEAKER_02]: No, but that’s the thing, that’s how you have to do it.

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[SPEAKER_02]: Unfortunately, again, if somebody else’s loss can be your gain, if you play it correctly, but you have to play it correctly.

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[SPEAKER_02]: And so I sat with my investors and I said, look, guys, this is a long-term project.

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[SPEAKER_02]: This is not a, hey, we’re going to start selling bottles of whiskey.

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[SPEAKER_02]: We’re going to make a killing on selling bottles of whiskey.

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[SPEAKER_02]: This is a long-term project and everyone who’s involved in this, my financial partners myself, this is a side gig, so to speak.

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[SPEAKER_02]: It’s really important, but this isn’t what we do every day.

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[SPEAKER_02]: This isn’t how we feed our family.

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[SPEAKER_02]: We sort of allow us that the ability to not be so concerned with the extra ten dollars a bottle at the beginning.

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[SPEAKER_02]: So we started buying up things, and again, you’ll remember this, but back in the day, I’m gonna use that term loosely, but back in the day, take Blombrothers or OKI for example.

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[SPEAKER_02]: What they used to do is that they would source high-quality, high-aged turbines, rise, whatever.

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[SPEAKER_02]: Let’s say it’s Blombrothers and they’re sourcing twelve-year bourbon, right?

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[SPEAKER_02]: But at the same time, they were working on their own to still it, but they had to sell the twelve-year stuff in order to, you know,

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[SPEAKER_02]: Brianna, Ashflow, to continue the operation.

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[SPEAKER_02]: So we decided to kind of take a similar approach except for that we never want to touch a still.

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[SPEAKER_02]: Like you never want to touch a still, because I don’t have the patience for it.

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[SPEAKER_02]: I don’t have the knowledge for it, and that can be somebody else’s problem.

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[SPEAKER_00]: And I know disrespect to the people that have made their living out of selling other people’s whiskey, aka sourced, and then going to start making it, it’s never the same.

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[SPEAKER_02]: right.

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[SPEAKER_02]: And Larson has been repeated so many times in the market.

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[SPEAKER_02]: We knew when we sat down and looked at this.

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[SPEAKER_02]: We’re not going to follow that path.

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[SPEAKER_02]: And it just didn’t make sense.

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[SPEAKER_02]: So what we decided was, you know, the experiment of the investment in the barrels in twenty eighteen was going really well in the sense that these barrels were sitting in Colorado for, you know, from twenty eighteen to twenty twenty one.

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[SPEAKER_02]: They were sitting in Denver.

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[SPEAKER_02]: And then from twenty twenty one to twenty twenty fiveish.

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[SPEAKER_02]: They were sitting in steamboat springs at a really high elevation.

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[SPEAKER_02]: the whiskey that was coming out of these barrels was unbelievably delicious.

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[SPEAKER_00]: So once again, sorry, and just to educate the listener on the events, sorry to stop you.

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[SPEAKER_00]: These are the things that that that our factors in the whiskey macuration project.

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[SPEAKER_00]: You know, like what I’m excited here is, you know, Colorado has got a pretty solid elevation.

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[SPEAKER_00]: It’s also got very cold winters, it’s got decent springs, it’s got decent summers, but generally it’s not really known for tremendously warm weather, it’s very spotty.

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[SPEAKER_00]: Now, as you know, wood will expand with heat and contract with cold.

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[SPEAKER_00]: Now, I don’t know what elevation does to it and that’s where I’m really excited to try this because I think that’s another little mother nature trick in playing with the wood and the whiskey within it.

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[SPEAKER_02]: It’s completely a trick.

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[SPEAKER_02]: And really what it boils down to is barometric pressure swings.

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[SPEAKER_02]: And I’m not going to bore the listeners with a science lesson here, but Colorado has pretty insane barometric pressure swings.

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[SPEAKER_02]: And what happens in, you know, the joke about Denver is you can wake up in the morning in October and it can be snowing in thirty two degrees outside.

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[SPEAKER_02]: And by the afternoon, there’s snow as gone and it’s seventy five degrees.

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[SPEAKER_02]: And we get these crazy weather swings and these crazy swings in barometric pressure.

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[SPEAKER_02]: And what it’s making the whiskey do is it’s going in and out of the wood.

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[SPEAKER_01]: Yeah.

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[SPEAKER_02]: A higher pace, let’s say than it would elsewhere.

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[SPEAKER_02]: So like for example in Texas, it’s so hot the whiskey just goes into the wood.

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[SPEAKER_02]: It hangs out there.

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[SPEAKER_02]: Like that’s just where it live, right?

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[SPEAKER_00]: Because the wood is fully expanded under that heat.

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[SPEAKER_02]: Correct.

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[SPEAKER_02]: Yeah.

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[SPEAKER_02]: And so in Colorado, you’re getting that interaction back and forth and back and forth.

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[SPEAKER_02]: And it really does do something unique.

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[SPEAKER_02]: And I hate when people use the term like it accelerates aging.

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[SPEAKER_02]: That’s not a real thing.

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[SPEAKER_00]: It is when these guys heat cycle their warehouses because they create fake seasons.

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[SPEAKER_02]: And that’s fair, but I still think a ten year whiskey is a ten year whiskey is a ten year zitt.

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[SPEAKER_02]: What I like to say is that I think it drinks above its age.

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[SPEAKER_02]: That’s kind of how I present it.

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[SPEAKER_02]: And so for example, we have some six-year stuff that we’ve been selling at the bar at the distillery.

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[SPEAKER_02]: And every time that someone comes in and they taste it, if we don’t tell them how old it is, they’re always like, oh, this has got to be ten to twelve years.

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[SPEAKER_02]: And you’re like, no, it’s six years.

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[SPEAKER_02]: And not like that matters because in my opinion, if it tastes good, yeah, I don’t care what it is.

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[SPEAKER_00]: Great.

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[SPEAKER_00]: I mean, I took you there too because like this this altitude is something that an elevation I think is a really cool adding a level because this whiskey all came originally from Kentucky.

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[SPEAKER_02]: Kentucky or Indiana or wherever.

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[SPEAKER_00]: Yeah.

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[SPEAKER_00]: Yeah.

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[SPEAKER_00]: But that belt that that water flow belt.

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[SPEAKER_02]: One hundred percent.

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[SPEAKER_02]: Yeah.

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[SPEAKER_02]: And it’s crazy too because you know what what we say is

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[SPEAKER_02]: is we want to bring in to that.

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[SPEAKER_02]: So we have those two programs, right?

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[SPEAKER_02]: We’ve got the program that, and you’ve got a bottle of it there.

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[SPEAKER_02]: We’ve got the program of the, the twelve year, you know, it came from MGP.

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[SPEAKER_02]: It only sat in Colorado for six months.

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[SPEAKER_02]: Probably didn’t do much to it there, but it is a high quality twelve year low proof cash strength.

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[SPEAKER_02]: bourbon and it reminds me of the old bell meets the old blonde brothers things like that back in twenty seventeen you know twice you win when you could get those for seventy five bucks yeah just big vanilla caramel bombs yeah and just you know these like low proof cash strength real rich at the flavor you know a lot going on doesn’t burn your face off you know it’s really a nice bourbon

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[SPEAKER_02]: And so we’re doing that, but at the same time, we’ve got barrels in this program that are aging here in Colorado, you know, that have been either aging here from anywhere, you know, from maybe two years to six years.

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[SPEAKER_02]: And we’re just, we’ve got a back, you know, I want to say a back log, but we’ve got a decent inventory of that that when we feel like it’s ready to release, we will release those barrels into our single barrel program.

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[SPEAKER_02]: And then we just backstock that, right?

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[SPEAKER_02]: So we’re buying anything over three and a half years from somewhere else.

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[SPEAKER_02]: We will bring in here for that program to continue aging in here.

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[SPEAKER_00]: And it’s interesting because I’m looking in the samples that you sent me.

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[SPEAKER_00]: You have an eighteen year in here as well.

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[SPEAKER_02]: Yes, and that that eighteen year is an American light whiskey and that is.

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[SPEAKER_02]: We can get to that one whenever you want, but that is like a drink that one last.

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[SPEAKER_02]: It’s high proof, but American light whiskey is really in right now and people are really enjoying it.

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[SPEAKER_02]: And so we did an experiment on that batch.

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[SPEAKER_02]: I call it a happy accident, really came out well.

14:52.294 –> 15:06.998
[SPEAKER_00]: And so we were super stoked about that, but you know, I think in what I sent you, I think, eleven and a half year single barrel, nine and a half year rye, ten and a half year single barrel, the twelve year single barrel, and I have the bottle hand filled.

15:08.339 –> 15:15.828
[SPEAKER_02]: So what you’ve got in the nine and a half, ten and a half and eleven and a half, that all of that stuff has aged in Colorado for six years.

15:16.429 –> 15:19.212
[SPEAKER_02]: And so we bought that riot three and a half years old.

15:19.252 –> 15:20.874
[SPEAKER_02]: We bought one of the bourbons.

15:22.118 –> 15:22.959
[SPEAKER_02]: five and a half.

15:23.059 –> 15:25.400
[SPEAKER_02]: We bought the other bourbon at six and a half.

15:25.821 –> 15:27.281
[SPEAKER_02]: It’s been three years in Denver.

15:27.682 –> 15:32.685
[SPEAKER_02]: It’s been three years in steamboat springs, which is up in the mountains brought it back down to Denver to bottle it.

15:32.825 –> 15:42.592
[SPEAKER_02]: And it is a fantastic display of what the climate here can do to already establish really good bourbon.

15:42.632 –> 15:51.178
[SPEAKER_02]: Like you just know that when you get a five year MGP and you know you’re going to sit on it for six more years, it’s going to come out good.

15:52.123 –> 15:54.705
[SPEAKER_02]: Just ends on where it’s going to come out good.

15:54.785 –> 15:56.947
[SPEAKER_02]: Is it going to come out good in Indiana?

15:57.247 –> 15:59.509
[SPEAKER_02]: And that’s the hand filled one that you have there.

16:00.150 –> 16:03.953
[SPEAKER_02]: Or is it going to come out good in Colorado and be something that you’ve never tasted before?

16:04.633 –> 16:13.160
[SPEAKER_02]: And that’s kind of what’s cool about that arm of our program is that we’re going to give people a chance to taste things that they’ve never tasted before.

16:15.402 –> 16:18.905
[SPEAKER_00]: And tell me, so now this passion project is, I mean, it’s a business now.

16:23.195 –> 16:25.456
[SPEAKER_00]: You know, longer fucking around and storing barrels.

16:25.496 –> 16:26.957
[SPEAKER_00]: Like, this is a business now.

16:26.977 –> 16:28.238
[SPEAKER_00]: You went zero to sixty.

16:28.258 –> 16:31.620
[SPEAKER_00]: I would say in the last, what, hundred and twenty to hundred and eighty days?

16:32.381 –> 16:33.962
[SPEAKER_02]: Yeah, and we didn’t mean to.

16:34.482 –> 16:40.847
[SPEAKER_02]: And so I am a, I own a, with my family, a scrap metal recycling business here in Denver.

16:41.267 –> 16:42.107
[SPEAKER_02]: And that’s what I do.

16:42.228 –> 16:43.448
[SPEAKER_02]: Like, that’s my day to day.

16:43.608 –> 16:45.970
[SPEAKER_02]: I’ve been in that business my entire life.

16:46.671 –> 16:49.653
[SPEAKER_02]: Like you, whiskey is a, is a passion project.

16:50.528 –> 16:53.049
[SPEAKER_02]: running a barrel picking group was a passion project.

16:53.129 –> 16:56.429
[SPEAKER_02]: And whatever, this distillery was a passion project.

16:57.490 –> 17:12.293
[SPEAKER_02]: When we release that ride that you have, probably back in April, somebody went online and did a blind of that ride with another random ride and then the bookers ride.

17:12.333 –> 17:14.334
[SPEAKER_02]: And you know the bookers ride, I mean, that’s yeah.

17:15.085 –> 17:17.588
[SPEAKER_02]: One of the most infamous rise that exists.

17:18.269 –> 17:21.953
[SPEAKER_02]: The Onix and Amber Rye won the, won the blind.

17:23.294 –> 17:28.900
[SPEAKER_02]: And it just started this thing where people of a sudden were, you know, calling us, trying to get the Rye.

17:28.980 –> 17:30.662
[SPEAKER_02]: And we only had eighty bottles of it.

17:31.755 –> 17:42.740
[SPEAKER_02]: We had sold it out and we had a sister barrel and we had sold that out and it just kind of started this whole like snowball effect of people realizing that maybe what we were doing was pretty good.

17:42.760 –> 17:50.603
[SPEAKER_02]: And so it did at that point turn into like from a patch and project to a, oh boy, like we’re running a real legit business here.

17:50.643 –> 17:54.725
[SPEAKER_02]: We better get, we better get our feet underneath us and start to figure this out.

17:56.102 –> 18:20.732
[SPEAKER_00]: I mean, you see what I love about this is like in the world of Scotch, I’m, I’m enamored with all of the independent bottling and as a late bloomer in the world of bourbon, I felt that most of the core items from most of the core products were just exactly like most of the core items from most of the core products from the large Scotch companies, like they lacked

18:21.732 –> 18:22.712
[SPEAKER_00]: excitement for me.

18:23.032 –> 18:23.353
[SPEAKER_00]: Yeah.

18:24.033 –> 18:31.875
[SPEAKER_00]: And so for me, you know, I always said, you know, and you know, in six years when I sell the whole investment, like people like, well, what’s going to be left on your bar?

18:32.335 –> 18:34.636
[SPEAKER_00]: And I’m like, well, there’ll be a couple of bottles for sure.

18:35.056 –> 18:36.636
[SPEAKER_00]: That’s just not worth me selling.

18:36.676 –> 18:38.457
[SPEAKER_00]: It’s not because they’re not worth tons of money.

18:39.057 –> 18:41.297
[SPEAKER_00]: I just, I love the story of the acquisition.

18:41.898 –> 18:46.999
[SPEAKER_00]: But the rest of my bar is going to be independent botlers of legendary whiskey.

18:48.759 –> 18:50.480
[SPEAKER_00]: Because they just did it different.

18:51.768 –> 18:52.709
[SPEAKER_02]: You’re exactly right.

18:52.809 –> 19:00.694
[SPEAKER_02]: And I remember, you know, the, gosh, what was the independent bottle that had the really small bottles in the great artwork?

19:00.954 –> 19:01.595
[SPEAKER_02]: The Scotch one.

19:02.335 –> 19:03.096
[SPEAKER_00]: Oh, compass box.

19:03.896 –> 19:04.337
[SPEAKER_02]: There’s that.

19:04.377 –> 19:06.398
[SPEAKER_02]: And then do you remember that boutique whiskey company?

19:06.879 –> 19:07.639
[SPEAKER_00]: Yes, yes, yes.

19:09.140 –> 19:12.823
[SPEAKER_02]: Yeah, great inspiration kind of to what we’re doing as well.

19:12.843 –> 19:18.627
[SPEAKER_02]: Because they kind of got to go out and they were like, hey, I remember they did like a, a Japanese blend at one point.

19:19.485 –> 19:21.266
[SPEAKER_02]: And they were just like, this is really good stuff.

19:21.426 –> 19:25.787
[SPEAKER_02]: And they just put it in their bottle and you were meant to bring that home and drink it.

19:26.127 –> 19:30.868
[SPEAKER_02]: And it’s kind of what’s cool about independent bottleers and yeah, there’s no money in it, guys.

19:30.888 –> 19:31.549
[SPEAKER_00]: That’s for drinking.

19:32.289 –> 19:33.269
[SPEAKER_02]: Yeah, exactly.

19:33.709 –> 19:44.453
[SPEAKER_02]: And so we get to go out and we get to say, hey, you know, if you’re a big company, you know, you’ve got to put that product on the shelf that is consistent every single time because of course.

19:44.713 –> 19:45.513
[SPEAKER_02]: That’s what people want.

19:45.593 –> 19:46.153
[SPEAKER_02]: And that’s great.

19:46.173 –> 19:47.534
[SPEAKER_02]: Like that is a great business model.

19:47.554 –> 19:48.914
[SPEAKER_02]: Those guys are doing fantastic.

19:49.620 –> 19:50.760
[SPEAKER_00]: But I’ll tell you something.

19:50.820 –> 20:03.704
[SPEAKER_00]: I’ll tell you something that was interesting because two years ago when I was at Buffalo Trades and I sat down with Harlem and you know, drank with him and I said, what’s the difference between the whiskey now and the whiskey from thirty five years ago when you first started?

20:03.784 –> 20:06.485
[SPEAKER_00]: And he said, well, the whiskey now is cleaner and I said, what do you mean by that?

20:07.065 –> 20:16.991
[SPEAKER_00]: And he said, well, you know, with technology, we’re able to identify and isolate any impurities really quickly to create more of the core product.

20:17.352 –> 20:19.473
[SPEAKER_00]: So we get higher yields on our core.

20:19.953 –> 20:27.118
[SPEAKER_00]: Now, that’s not good news for independent botlers because they were relying on the off-casts to pick up that didn’t fit the core.

20:27.518 –> 20:36.244
[SPEAKER_00]: So I think you’re timing now and what you started in, in, eighteen is right on track because I think other than buying the other people’s

20:36.924 –> 20:40.730
[SPEAKER_00]: And it’s their bad investment becomes your good investment.

20:41.310 –> 20:48.060
[SPEAKER_00]: There’s not going to be much more calling on the big houses for much longer to say, hey, can I buy the one that don’t fit the profile?

20:48.360 –> 20:51.184
[SPEAKER_00]: Because the technology is going to push everything into profile.

20:51.872 –> 21:04.395
[SPEAKER_02]: Yeah, and that’s what when I was, you know, when I ran Colorado Burma and Iraq collectors, we did a hundred and fifty barrel picks in, you know, since twenty seventeen, one of the things that people came through a lie on with the picks that we did was the off profile.

21:05.096 –> 21:13.498
[SPEAKER_02]: You know, as for me, if I want something that’s centered cut on profile, I’ll go get that from the big box store, and that’s not a big, not a problem.

21:13.518 –> 21:13.938
[SPEAKER_02]: That’s great.

21:14.638 –> 21:17.220
[SPEAKER_02]: I always wanted to start the came out of left field so to speak.

21:17.661 –> 21:30.131
[SPEAKER_02]: And so this project with Onox and Amber, that actually got to be my off profile brain saying, hey, we never have to make anything that is the exact same.

21:30.611 –> 21:31.252
[SPEAKER_02]: And even look

21:32.832 –> 21:37.213
[SPEAKER_02]: Even when we do our batches, our batches and our blends will never be the same.

21:37.634 –> 21:42.875
[SPEAKER_02]: And we’ve got a cool program going on right now that we’re bringing in some award-winning blenders, one of the tight.

21:43.495 –> 21:47.056
[SPEAKER_02]: I’ve got one coming in, actually this afternoon to finish his blend.

21:47.656 –> 21:54.518
[SPEAKER_02]: We’re going to feature each of these blenders in a blend of their own of maybe about six hundred bottles, let’s say.

21:55.358 –> 21:59.400
[SPEAKER_02]: They come in to the distillery and they have run to the house.

21:59.480 –> 22:06.064
[SPEAKER_02]: They can take anything from the five year all the way up to the twenty year, it doesn’t matter whatever they want to make the blend with, they get to make the blend with.

22:06.585 –> 22:12.888
[SPEAKER_02]: And then we’ll feature them on the label and it’ll be our blender series one, two, three, four as we move down the line with these folks.

22:13.689 –> 22:17.571
[SPEAKER_02]: And I think what’s cool about that is that we’ll never be able to recreate it.

22:18.511 –> 22:20.813
[SPEAKER_02]: And so you can’t come to us for

22:22.773 –> 22:24.914
[SPEAKER_02]: that straight down the middle product.

22:25.354 –> 22:27.135
[SPEAKER_02]: Everything we do, it’s always going to change.

22:27.835 –> 22:30.196
[SPEAKER_00]: And what are you thinking for distribution?

22:31.236 –> 22:32.497
[SPEAKER_00]: So where do you see the product?

22:32.617 –> 22:38.019
[SPEAKER_00]: Is it all going to be through your private relationships or do you eventually want to get into a store like, wait, where are you going with this?

22:38.579 –> 22:39.879
[SPEAKER_02]: We’re kind of all over the place right now.

22:40.019 –> 22:46.042
[SPEAKER_02]: I mean, I think eventually, once we get a little further down the line, we’ll probably end up in stores.

22:46.982 –> 22:51.885
[SPEAKER_02]: If that is something that I guess we decide makes sense for us right now.

22:51.906 –> 22:56.629
[SPEAKER_00]: I mean, I know disrespect to the stores, but like I look at this and I’m like, doesn’t even make sense anymore.

22:57.069 –> 22:58.410
[SPEAKER_00]: I mean, it’s in twenty twenty five.

22:58.770 –> 23:00.752
[SPEAKER_00]: There’s a million amazing whiskey groups.

23:01.112 –> 23:11.039
[SPEAKER_00]: There’s a million ways to directly interact with the consumer online shopping is the highest it’s ever been like why fucking go place stupid games with a distribution company?

23:11.519 –> 23:13.001
[SPEAKER_02]: And that’s what we’ve done so far.

23:13.041 –> 23:18.526
[SPEAKER_02]: So so far, we have, we have direct to consumer shipping in all but seven states.

23:19.427 –> 23:21.089
[SPEAKER_02]: And so it’s easy.

23:21.329 –> 23:26.975
[SPEAKER_02]: If you live in, you know, eighty five, ninety percent of the country, you get on our website.

23:27.295 –> 23:27.936
[SPEAKER_02]: You buy a lot.

23:28.356 –> 23:29.297
[SPEAKER_02]: It shows up at your door.

23:29.477 –> 23:31.359
[SPEAKER_02]: Like that is

23:32.525 –> 23:35.506
[SPEAKER_02]: For me, that’s the most simple and perfect way to get a bottle.

23:35.606 –> 23:37.447
[SPEAKER_02]: I don’t have to, I don’t even have to get in the car.

23:38.327 –> 23:38.607
[SPEAKER_02]: You know.

23:39.748 –> 23:46.470
[SPEAKER_00]: And so, that’s like you made whiskey to be drank, so this shouldn’t be any silly games.

23:46.950 –> 23:52.832
[SPEAKER_00]: You don’t want your bottle sitting on the fucking top shelf yielding five X, what you know, because this is the other thing.

23:52.852 –> 23:56.834
[SPEAKER_00]: And we started the conversation on costing and pricing and all that kind of stuff for a minute.

23:57.214 –> 24:00.215
[SPEAKER_00]: But the reality is when I look at all these fancy whiskeys,

24:00.935 –> 24:04.159
[SPEAKER_00]: and their price on shelf, I know that the cost of good never went up.

24:04.599 –> 24:06.842
[SPEAKER_00]: Marketing is just now, but they’re premium in.

24:07.162 –> 24:07.503
[SPEAKER_00]: Correct.

24:08.203 –> 24:08.484
[SPEAKER_02]: Correct.

24:08.584 –> 24:11.167
[SPEAKER_02]: And that goes back to what we were talking about at the very beginning.

24:12.625 –> 24:16.487
[SPEAKER_02]: I want people to be able to afford our whiskey.

24:16.527 –> 24:22.750
[SPEAKER_02]: So that eighteen year, light whiskey that you have there, that’s finished in those buff turkey barrels from two thousand and eight.

24:23.370 –> 24:27.872
[SPEAKER_02]: We sold those two weeks ago for seventy five dollars a bottle plus tax.

24:27.912 –> 24:28.072
[SPEAKER_00]: Yeah.

24:28.492 –> 24:29.413
[SPEAKER_00]: And you made money, right?

24:29.833 –> 24:30.673
[SPEAKER_02]: We did make money.

24:31.033 –> 24:32.854
[SPEAKER_02]: Now did we make three hundred percent?

24:33.054 –> 24:33.735
[SPEAKER_02]: Absolutely not.

24:34.415 –> 24:58.159
[SPEAKER_00]: But we look at London and that’s okay and I think that you can go within a reason but the reality is like you’re hitting the sweet spot right now you know like as a as a primary investor to certain bottles but when it comes to drinking those bottles that I buy to invest in are priced out of the drinking phase for me you know I’ve always said under nine hundred dollars I’ll crack it open

24:58.719 –> 25:04.340
[SPEAKER_00]: Over nine hundred dollars, it’s an investment with a potential upside of forty to a hundred and forty percent.

25:04.760 –> 25:05.681
[SPEAKER_00]: Yeah, I don’t know.

25:05.741 –> 25:08.141
[SPEAKER_00]: Depends on, you know, I don’t have a crystal bowl.

25:08.661 –> 25:09.302
[SPEAKER_02]: Right, of course.

25:10.302 –> 25:14.563
[SPEAKER_02]: Well, and you’re absolutely correct, and that’s our point is that we want our whiskey to be affordable.

25:14.603 –> 25:17.643
[SPEAKER_02]: So you got our twelve years, our hundred and twenty nine dollars.

25:17.703 –> 25:23.805
[SPEAKER_02]: Like, we’re making that affordable for people, and we’re going to keep you in that, and because we want people to open it.

25:24.643 –> 25:24.863
[SPEAKER_02]: Right.

25:24.983 –> 25:25.343
[SPEAKER_02]: That’s how.

25:25.363 –> 25:26.224
[SPEAKER_00]: Well, I’m not the thing.

25:26.424 –> 25:33.987
[SPEAKER_00]: And you’re not trying to meet, and I’m sure you’re not, even though you have a cool name, you’re not trying to be the next will it negative.

25:35.467 –> 25:42.470
[SPEAKER_00]: Like, and even will it didn’t become will it until, two thousand and eighteen prior to that, you could pick up the bottles for under four hundred dollars.

25:42.730 –> 25:44.111
[SPEAKER_00]: You could find them in the gift shops.

25:44.651 –> 25:52.134
[SPEAKER_00]: You might, you know, in ten years from now, who knows what happens, but like nobody started out, like, hey, I’m just going to create incredibly expensive whiskey.

25:52.174 –> 25:53.415
[SPEAKER_00]: Let’s see what the idiots will buy.

25:54.455 –> 25:55.956
[SPEAKER_02]: And we’re not trying to be anybody.

25:56.016 –> 26:00.158
[SPEAKER_02]: We’re not trying to be rare character or river roots, but look, we’re just trying to be ourselves.

26:00.678 –> 26:01.979
[SPEAKER_00]: No, and there’s room for you.

26:01.999 –> 26:02.859
[SPEAKER_00]: There’s plenty of room.

26:02.899 –> 26:05.940
[SPEAKER_00]: I mean, you know, like, there’s this guy, he’s been on my show twice.

26:05.960 –> 26:07.881
[SPEAKER_00]: He’s actually un-person to come on my show twice.

26:08.261 –> 26:10.562
[SPEAKER_00]: And I just love him, Darrell, you know, Darrell proof.

26:11.183 –> 26:13.364
[SPEAKER_00]: Let’s do like a fuck fucking picking machine.

26:14.324 –> 26:36.273
[SPEAKER_00]: and he goes everywhere and he’s a member of every group and he does it with so much happiness and love and passion that I’m just like dude more power to you bro like I’d love to be able to have the the travel capabilities and all that kind of stuff to go do it but really it’s his passion and I look at what you’re doing and I’m like great this is another place that he will show up soon and do a pic

26:36.874 –> 26:37.575
[SPEAKER_00]: Yep, exactly.

26:37.735 –> 26:39.117
[SPEAKER_02]: And those are the types of people that we want.

26:39.797 –> 26:47.766
[SPEAKER_02]: You know, we want those type of people that come in and they’re picking it for what’s inside the barrel, what’s inside the bottle, they go back to their members.

26:48.247 –> 26:50.329
[SPEAKER_02]: They too drink in a nice way.

26:50.349 –> 26:57.677
[SPEAKER_02]: They adhere to our request on pricing because we’re trying to keep pricing

26:58.598 –> 27:01.020
[SPEAKER_02]: at a certain level so that people can buy it and drink it.

27:01.100 –> 27:02.602
[SPEAKER_02]: And those are the people that we want.

27:02.962 –> 27:09.648
[SPEAKER_02]: I actually think to be honest with you, I actually think that he is coming in and doing something.

27:09.668 –> 27:11.069
[SPEAKER_02]: Yeah, I’m sure he will.

27:11.490 –> 27:14.072
[SPEAKER_02]: I have an email from him and I think we’ve gone back and forth.

27:14.372 –> 27:15.834
[SPEAKER_00]: He’s right as finger on a pulse.

27:16.134 –> 27:20.718
[SPEAKER_00]: You know, and he’s, I mean, you know, then he was a noise, real name’s Nick and he’s like, he fucking loves it.

27:20.738 –> 27:22.660
[SPEAKER_00]: Yeah, but like truly loves it.

27:24.170 –> 27:25.130
[SPEAKER_02]: I have chatted with him.

27:25.390 –> 27:26.171
[SPEAKER_02]: He is awesome.

27:26.711 –> 27:27.491
[SPEAKER_00]: He’s real.

27:27.551 –> 27:34.433
[SPEAKER_00]: Like with exciting things for me is like ideal in this world in the investment side of a lot of fake bullshit.

27:34.893 –> 27:37.794
[SPEAKER_00]: They’re all pretending that their investors, they have no bottle.

27:37.834 –> 27:40.274
[SPEAKER_00]: They’ll even go talk about their investment.

27:40.294 –> 27:41.715
[SPEAKER_00]: I’m going to be like, what do you actually have?

27:41.835 –> 27:42.135
[SPEAKER_00]: Nothing.

27:42.535 –> 27:47.879
[SPEAKER_00]: They have, you know, there’s influences at post pictures of other people’s bottles and claim that they’re there.

27:47.919 –> 27:51.481
[SPEAKER_00]: I mean, it’s like, the embarrassment is like so ridiculous.

27:51.902 –> 27:58.406
[SPEAKER_00]: So when I come across them and like this with this purity and integrity, I’m like, thank goodness, my faith in humanity is restored.

28:00.067 –> 28:00.888
[SPEAKER_02]: It’s necessary.

28:00.988 –> 28:02.309
[SPEAKER_02]: You’ve got to have the right people.

28:02.609 –> 28:06.052
[SPEAKER_02]: You know, you’ve got to have people and in investing, you know,

28:07.384 –> 28:09.386
[SPEAKER_02]: I think it’s, and I have my investments in.

28:09.426 –> 28:11.468
[SPEAKER_00]: Well, you didn’t invest, but you buying barrels.

28:11.508 –> 28:12.609
[SPEAKER_00]: That’s a whole fucking business.

28:12.669 –> 28:21.216
[SPEAKER_00]: I mean, you know, I’ve got world whiskey’s, you know, and we have a bunch of scotch in, you know, in Scotland that we’ve bought barrels, but I don’t know what we’re going to do with them.

28:21.236 –> 28:27.122
[SPEAKER_00]: We bought them because we knew that fuck it was great whiskey, you know, we were something in ten, twelve years, purely monetary.

28:27.482 –> 28:28.103
[SPEAKER_00]: You know, I have,

28:28.903 –> 28:36.731
[SPEAKER_00]: I have equity in a small company where we made a beautiful blended bourbon that’s really designed for making cocktails.

28:36.831 –> 28:40.555
[SPEAKER_00]: Now we’re in talks with all kinds of restaurant groups and stuff like that.

28:40.895 –> 28:48.423
[SPEAKER_00]: It was just stuff that was like, I really got tired of going into a bar and being like, hey, you know, I’d like an old fashion to something and they’re like, oh, you don’t bullet.

28:48.543 –> 28:50.285
[SPEAKER_00]: And no disrespect to bullet, but I don’t want it.

28:51.108 –> 28:52.249
[SPEAKER_02]: understood completely.

28:52.429 –> 28:53.630
[SPEAKER_00]: I just don’t want basic shit.

28:53.670 –> 28:56.152
[SPEAKER_00]: I’ve never drank basic shit in my life and I’m not going to start.

28:56.412 –> 28:58.894
[SPEAKER_00]: And I think I represent a large majority of people.

28:58.954 –> 29:02.637
[SPEAKER_00]: It’s like we just don’t, yeah, it’s just not what we want.

29:02.957 –> 29:08.642
[SPEAKER_00]: So seeing you and what you’re doing and knowing you for a decade now, I’m like, dude, this is fucking cool.

29:09.222 –> 29:13.666
[SPEAKER_02]: And sometimes the best ideas come out of your own necessity if that makes sense.

29:14.146 –> 29:17.910
[SPEAKER_02]: So you see going on and you’re like, you know, I don’t like the way that this is going.

29:17.990 –> 29:19.771
[SPEAKER_02]: I don’t want to drink that in my old fashion.

29:19.791 –> 29:23.775
[SPEAKER_02]: You know, I’m just going to start a company that does something that I would want.

29:24.515 –> 29:29.860
[SPEAKER_00]: Because it’s because it’s twenty twenty five and you have choices and the education that goes in.

29:29.920 –> 29:35.165
[SPEAKER_00]: So like all of that old school in nineteen eighty four marketing is slowly but surely being slush down the toilet.

29:36.686 –> 29:36.966
[SPEAKER_00]: It is.

29:38.326 –> 29:42.387
[SPEAKER_00]: And you can’t maintain that new customer, but there’s number one, most of them don’t drink.

29:44.668 –> 29:46.148
[SPEAKER_01]: That’s also very interesting.

29:46.168 –> 29:52.930
[SPEAKER_00]: You know, like, you used to be able to go dump the, you know, go to a college campus and get everyone raw, raw, raw, raw.

29:52.970 –> 29:59.411
[SPEAKER_00]: And now you’re, now you’re better off doing a fucking Pilates class and being like, hey, you guys, well, just sort of smell the whiskey on the way up.

30:01.192 –> 30:02.332
[SPEAKER_00]: I’ll get a bottle for my dad.

30:03.883 –> 30:10.227
[SPEAKER_02]: Yeah, that’s been interesting and there’s definitely a shift in that market and we don’t want to be a part of that market necessarily.

30:12.549 –> 30:14.691
[SPEAKER_00]: My real job is I work for Hopwark.

30:14.791 –> 30:16.292
[SPEAKER_00]: I sell a tea that tastes like a beer.

30:16.612 –> 30:20.155
[SPEAKER_00]: You know, we started in Boulder, Colorado, you know, the home of fitness.

30:21.457 –> 30:25.440
[SPEAKER_00]: So making a tea that tastes like a beer was like eight years ago was unheard of.

30:25.801 –> 30:33.006
[SPEAKER_00]: And now everyone in their mother just keeps spitting the word NAA, NAA, and a whole of the time where you’re like, how about just a really great tea that happens to taste like a beer?

30:33.287 –> 30:37.570
[SPEAKER_00]: You can crack it open right now on a zoom call, not when you’re thinking about drinking.

30:38.211 –> 30:38.431
[SPEAKER_02]: Right.

30:38.991 –> 30:39.191
[SPEAKER_02]: Yeah.

30:39.252 –> 30:40.352
[SPEAKER_02]: And if you’d like that flavor,

30:41.367 –> 30:44.909
[SPEAKER_02]: And that’s their thing, then you can have it whenever you want.

30:45.309 –> 30:46.369
[SPEAKER_02]: And that’s what’s so great about it.

30:46.689 –> 30:48.550
[SPEAKER_02]: I love that concept.

30:48.750 –> 30:51.852
[SPEAKER_02]: And even in college times now, they’re drinking high news.

30:53.152 –> 30:53.953
[SPEAKER_02]: It’s more enjoyable.

30:55.433 –> 30:58.515
[SPEAKER_00]: You and me old enough to also remember how big white claw was.

30:58.995 –> 31:00.576
[SPEAKER_00]: So no shit high news doing well.

31:01.056 –> 31:05.298
[SPEAKER_02]: When I was in college, we didn’t mess around with anything like that.

31:05.378 –> 31:08.119
[SPEAKER_02]: It was like, we went for, if somebody had the law,

31:09.160 –> 31:11.201
[SPEAKER_00]: I tell people, I drank a long Island iced teas.

31:11.441 –> 31:12.321
[SPEAKER_00]: You want to get fucked up?

31:12.361 –> 31:13.682
[SPEAKER_00]: You drink a long Island iced tea.

31:13.702 –> 31:16.362
[SPEAKER_00]: You don’t just get it done as quickly as possible.

31:16.582 –> 31:19.403
[SPEAKER_00]: Yeah, there are seven white spirits and a little bit of soda.

31:20.104 –> 31:20.564
[SPEAKER_00]: Yeah, oh.

31:21.324 –> 31:23.385
[SPEAKER_02]: Yeah, it’s changed a lot.

31:23.565 –> 31:31.387
[SPEAKER_02]: And from a business perspective, we’re not necessarily worried about that because there’s actually a ton of the market for bourbon is still strong.

31:32.047 –> 31:34.068
[SPEAKER_02]: It’s just, it’s a different demographic now.

31:34.962 –> 31:48.088
[SPEAKER_00]: But knowing you, I think you’re going to be smart about it and grow into the business rather than overcapitalize, you know, go as the market dictates and continue to pick up product and continue to release product.

31:48.128 –> 31:53.471
[SPEAKER_00]: But I mean, shit dude, I mean, it hasn’t been that long and you’re ready at the zero to sixty and four seconds.

31:54.132 –> 31:54.272
[SPEAKER_02]: Yeah.

31:54.312 –> 32:04.697
[SPEAKER_02]: And I mean, the only thing that we’ve done is, you know, we’ve made sure that we’ve secured some really good high age, high quality inventory, just in case this goes the way of the, you know, of COVID.

32:04.717 –> 32:07.418
[SPEAKER_02]: We’re all of a sudden, you can’t get anything anymore.

32:07.798 –> 32:08.598
[SPEAKER_02]: We want to master it.

32:08.638 –> 32:09.138
[SPEAKER_02]: We have it.

32:09.298 –> 32:17.282
[SPEAKER_02]: Other than that, we’re just going to go with the flow and and we’re going to tap into what people want and and and we’re and we’re in the distilleries in Denver, you say.

32:17.743 –> 32:18.964
[SPEAKER_02]: Yeah, so it’s cool.

32:18.984 –> 32:24.147
[SPEAKER_02]: The distillers in Denver were right by, if you’re familiar with Denver were right by the stadium, the Broncos stadium.

32:25.168 –> 32:28.210
[SPEAKER_02]: We got a nice little tasting room and bottling facility there.

32:28.270 –> 32:31.692
[SPEAKER_02]: We’ve got storage in Boulder, Colorado, again, greatest place on Earth.

32:32.032 –> 32:35.915
[SPEAKER_02]: I’m a sea buff alumni, so, of course.

32:35.935 –> 32:39.857
[SPEAKER_00]: I mean, it’s the only place I know, because, you know, Hot Park was based out of there for seven years.

32:39.937 –> 32:43.860
[SPEAKER_00]: So, like, I’d be there every, like, I don’t know, six weeks, when it’s not snowing.

32:44.260 –> 32:45.921
[SPEAKER_00]: Well, it was snowing game wall from London town.

32:46.081 –> 32:47.561
[SPEAKER_00]: I don’t, I don’t, I don’t do that.

32:48.342 –> 32:48.802
[SPEAKER_02]: And that’s fair.

32:48.822 –> 32:53.103
[SPEAKER_02]: And you also, you also tapped into probably one of my favorite restaurants in Boulder.

32:53.163 –> 32:56.765
[SPEAKER_02]: Anyway, when I, uh, Japan, uh, and that’s what’s funny.

32:56.805 –> 32:59.786
[SPEAKER_02]: And it brings them back to what we were talking about earlier, but, you know,

33:00.828 –> 33:10.974
[SPEAKER_02]: when you’re an investor in high high end whiskeys like you are, regardless of what the situation is, there’s always that like your interest is peaked by something.

33:11.034 –> 33:17.217
[SPEAKER_02]: So you’re like, hey, I’ve got three bottles of the Yamazaki Sherry from two thousand and sixteen lectures.

33:18.798 –> 33:23.501
[SPEAKER_02]: And I can’t open that anymore because I’ve already made three hundred, four hundred percent on it.

33:23.881 –> 33:24.601
[SPEAKER_02]: I’m not gonna touch it.

33:25.682 –> 33:27.603
[SPEAKER_02]: But when you get the opportunity to taste it,

33:28.290 –> 33:29.191
[SPEAKER_00]: All day long, dude.

33:29.411 –> 33:31.654
[SPEAKER_00]: I feel like a bottle killed that in a heartbeat.

33:32.134 –> 33:33.696
[SPEAKER_00]: Yeah, just like it.

33:34.197 –> 33:35.938
[SPEAKER_01]: You’ve got to take the opportunity.

33:35.978 –> 33:39.763
[SPEAKER_01]: And I remember, you know, Japan goes with like that because they have, they had those bottles on the board.

33:40.830 –> 33:47.716
[SPEAKER_00]: I did, I also did there, there are eighteen Mizunara, the two thousand and seventeen when I’m like, I don’t give a shit, what a cost, beyond us within reality.

33:48.277 –> 33:51.880
[SPEAKER_00]: Because like, I own those bottles, I would never open them because of what they’re worth.

33:52.341 –> 33:58.606
[SPEAKER_00]: And they’re part of the big picture, but you guys are offering pours for two, forty, five, I don’t, like sure, I’ll get it off finish it, go.

33:59.087 –> 33:59.307
[SPEAKER_00]: Yeah.

34:00.404 –> 34:11.493
[SPEAKER_02]: It’s an ask been a couple weeks ago and there’s a fantastic Italian restaurant and an ask been that somehow became the best whiskey bar basically in the state of Colorado.

34:12.054 –> 34:15.757
[SPEAKER_02]: There was like two years ago I went in and they had a mickers twenty five rye.

34:16.157 –> 34:21.982
[SPEAKER_02]: So I got to taste that for a hundred and seventy five dollars, you know, for I turned that down.

34:22.022 –> 34:23.243
[SPEAKER_02]: It was incredible.

34:23.263 –> 34:28.207
[SPEAKER_02]: There are two weeks ago they had the one of the will it twenty five year rise single barrels.

34:29.222 –> 34:33.506
[SPEAKER_02]: In this environment, in this market, you’re never going to open that bottle.

34:34.458 –> 34:35.659
[SPEAKER_00]: You just say, you’d be silly.

34:35.739 –> 34:38.680
[SPEAKER_00]: I mean, listen, hey, listen, each of their own, each of them.

34:38.980 –> 34:52.367
[SPEAKER_00]: I mean, I think one of the greatest hypocrisies that I see, because people, you know, you and me see everything, but you will have a guy on Instagram just talking about what a great big collector is, and I’ll use an example, will it?

34:52.928 –> 34:59.411
[SPEAKER_00]: You know, such a huge collector of will it, will it, will it, will it, I love will it, and I’ll, you know, will it, will it, will it, will it?

34:59.471 –> 35:02.252
[SPEAKER_00]: And then next thing I’ll see you on Facebook, like slinging the bottles.

35:04.077 –> 35:05.518
[SPEAKER_00]: This is like dick.

35:05.558 –> 35:06.178
[SPEAKER_00]: Come on, Ra.

35:06.799 –> 35:09.180
[SPEAKER_00]: Stop baking it, right?

35:09.240 –> 35:10.541
[SPEAKER_00]: I see everything on Facebook.

35:10.821 –> 35:13.083
[SPEAKER_00]: I see all you guys who are falling into your collections.

35:13.263 –> 35:15.524
[SPEAKER_00]: All desperately trying to sell them and make money.

35:16.485 –> 35:17.485
[SPEAKER_02]: Look, and don’t get me wrong.

35:17.505 –> 35:23.529
[SPEAKER_02]: Like, you know, when I was younger, I participated in flipping, you know, bottles everyone’s while.

35:23.549 –> 35:24.409
[SPEAKER_02]: I think everyone does it.

35:24.730 –> 35:25.650
[SPEAKER_02]: I traded.

35:26.070 –> 35:26.351
[SPEAKER_02]: Yeah.

35:26.751 –> 35:28.172
[SPEAKER_02]: Oh, but I’ve traded.

35:28.212 –> 35:29.713
[SPEAKER_00]: I’ve traded tons of bottles.

35:30.761 –> 35:44.387
[SPEAKER_02]: I also, if you walk into my house, you know, from, and this is from, from back in, twenty sixteen, you know, when I got a bottle of Hibiki thirty through the duty free situation, you know, I opened it.

35:45.298 –> 35:50.742
[SPEAKER_02]: And because back then it was like, hey, I could get this, you know, if I want to spend the money on it, I can get it whenever I want.

35:51.243 –> 35:55.186
[SPEAKER_02]: You know, I didn’t know that necessarily the Japanese whiskey was going to become the next big thing.

35:55.206 –> 36:03.233
[SPEAKER_02]: And you know, now I had backup bottles, which was smart, but you know, I opened one and still to this day, you know, once a year, I get together with my two younger brothers.

36:03.273 –> 36:04.894
[SPEAKER_02]: We drink it, you know.

36:04.914 –> 36:08.977
[SPEAKER_00]: And you very happy, I pay, I got two of those cocktail thirty year old.

36:09.037 –> 36:10.999
[SPEAKER_00]: I traded one for Mictus twenty five rock.

36:12.351 –> 36:16.873
[SPEAKER_02]: looking back is literally one of the most incredible deals of all time when you look at.

36:19.113 –> 36:20.794
[SPEAKER_02]: You get on that, you know, where you look at.

36:20.814 –> 36:23.275
[SPEAKER_00]: It’s too good to be true and I happen to be in New York with

36:28.136 –> 36:30.297
[SPEAKER_00]: with the Maglioga family, and I was like, is this really?

36:30.317 –> 36:31.477
[SPEAKER_00]: He’s like, oh, yeah, the hologram.

36:31.497 –> 36:32.078
[SPEAKER_00]: That’s legit.

36:32.158 –> 36:34.018
[SPEAKER_00]: And I’m like, hey, dude, it was a guy in Mexico.

36:34.038 –> 36:35.159
[SPEAKER_00]: I’m like, I don’t fucking know you, bro.

36:35.179 –> 36:38.460
[SPEAKER_00]: And what’s sending a bottle of thirty-year-old Hibiki to Mexico?

36:38.540 –> 36:40.641
[SPEAKER_00]: But like, you welcomed the client at town.

36:40.661 –> 36:41.141
[SPEAKER_00]: He’s like, cool.

36:41.181 –> 36:42.702
[SPEAKER_00]: I’ll find it to you on across the board.

36:42.722 –> 36:43.162
[SPEAKER_00]: I’ll meet you.

36:44.022 –> 36:45.642
[SPEAKER_00]: And I remember, like, I was like, how did you get that?

36:45.662 –> 36:47.883
[SPEAKER_00]: He’s like, oh, I’m a brand rep in Mexico.

36:47.963 –> 36:49.543
[SPEAKER_00]: So these things we’re just sitting on the shelves.

36:49.843 –> 36:50.883
[SPEAKER_00]: So I board six of them.

36:51.744 –> 36:53.724
[SPEAKER_00]: I always wanted that thirty-year concho.

36:54.124 –> 36:55.004
[SPEAKER_00]: You know, like, cool.

36:55.044 –> 36:57.545
[SPEAKER_00]: And then, like, I was like, and he, you know, he now live in Kabul.

36:57.965 –> 36:58.685
[SPEAKER_00]: And I still joke.

36:58.705 –> 37:02.626
[SPEAKER_00]: I’m like, yeah, your bottles were just like six grand and mine’s like worth like thirty.

37:04.206 –> 37:05.286
[SPEAKER_00]: Unbelievable.

37:06.207 –> 37:07.307
[SPEAKER_00]: It’s an opportunity.

37:07.407 –> 37:12.388
[SPEAKER_00]: I eat everything then in opportunities and relationships, it’s either meant to be or it’s not meant to be.

37:13.117 –> 37:15.838
[SPEAKER_02]: Yeah, and we’ll all be on the other side of deals like that.

37:15.858 –> 37:24.883
[SPEAKER_02]: Yeah, hundred percent, you know, a few times, but that also shows just, you know, the popularity of bourbon and the collectability of bourbon has gone through the roof.

37:25.783 –> 37:26.484
[SPEAKER_00]: It’s real, man.

37:26.524 –> 37:27.424
[SPEAKER_00]: It’s a real asset.

37:27.944 –> 37:39.130
[SPEAKER_02]: It is a real asset and, and, you know, I think what you’re seeing and you can, you probably have your, your finger on that pulse a little bit more than I do though, is that

37:40.528 –> 37:52.695
[SPEAKER_02]: What really has gone up in value are those things that were created, maybe anywhere from five to ten years ago, that were actually created as something that potentially was meant to be drank.

37:53.395 –> 37:55.536
[SPEAKER_02]: You know, meters twenty five and what was it?

37:55.556 –> 37:57.337
[SPEAKER_02]: Two thousand eight was meant to be drank.

37:58.698 –> 37:59.638
[SPEAKER_02]: We’re meant to be drank.

37:59.838 –> 38:07.463
[SPEAKER_02]: Now is you have these twenty five year things coming from this place and from this place, but

38:08.638 –> 38:13.461
[SPEAKER_02]: They’re not bottling those with the intention of someone drinking them and enjoying them.

38:13.481 –> 38:14.261
[SPEAKER_00]: Definitely not.

38:14.361 –> 38:15.642
[SPEAKER_00]: And the SRP’s changed.

38:15.722 –> 38:21.966
[SPEAKER_00]: I mean, look at right now, you know, Centauri is releasing a twenty five year old Mizunara and an eighteen year old Mizunara.

38:22.386 –> 38:24.708
[SPEAKER_00]: The eighteen year old Mizunara is like two grand.

38:24.948 –> 38:30.351
[SPEAKER_00]: That first one that I bought in two thousand and seventeen was like, seven hundred and ninety nine dollars.

38:30.811 –> 38:31.091
[SPEAKER_00]: Sure.

38:32.232 –> 38:36.295
[SPEAKER_00]: And the and the and the and the twenty five year old is going to go for ten grand.

38:37.035 –> 38:42.239
[SPEAKER_00]: You know, my first twenty-five Yamazaki that I bought were like around like two-nine.

38:44.000 –> 38:44.240
[SPEAKER_02]: Yeah.

38:44.701 –> 38:44.941
[SPEAKER_02]: Yeah.

38:45.761 –> 38:51.265
[SPEAKER_02]: And that’s, again, it’s not being made now to be enjoyed.

38:51.305 –> 38:52.486
[SPEAKER_00]: It’s being… No.

38:53.367 –> 38:54.768
[SPEAKER_00]: And it even makes it a big challenge.

38:54.908 –> 38:59.551
[SPEAKER_00]: It’s not even going to be open on premise because you can’t charge two thousand dollars for a port.

38:59.892 –> 39:00.052
[SPEAKER_00]: Nope.

39:01.242 –> 39:03.425
[SPEAKER_00]: You’re really limiting your client’s health to drink that.

39:03.465 –> 39:11.797
[SPEAKER_00]: So your turn on that bottle is going to be really dangerous because just out the gates on cost, you’re around five hundred, like four twenty five.

39:12.498 –> 39:14.961
[SPEAKER_00]: That’s just your cost per ounce on that twenty five year old.

39:15.821 –> 39:17.944
[SPEAKER_00]: Yeah, and you’re going to now you like, hey, I want to make some money.

39:18.284 –> 39:21.087
[SPEAKER_00]: You know, I want to make my five X. Now you have two grand.

39:21.528 –> 39:21.848
[SPEAKER_00]: Okay.

39:21.888 –> 39:29.837
[SPEAKER_00]: Well, the Yamazaki fifty five, when that came out, you know, I could have got a pour of that in a lander for two and a half grand.

39:30.418 –> 39:31.219
[SPEAKER_00]: For half an ounce.

39:32.681 –> 39:33.602
[SPEAKER_02]: Would have been worth trying it.

39:34.363 –> 39:35.183
[SPEAKER_00]: Yeah, it was gone.

39:35.363 –> 39:37.324
[SPEAKER_00]: I mean, I was totally down to actually doing it.

39:37.504 –> 39:41.666
[SPEAKER_00]: The joke was like, spend two and a half grand and we’ll give you a free glass as well on what they want.

39:42.427 –> 39:43.487
[SPEAKER_00]: Fucking cares about the glass.

39:43.727 –> 39:44.127
[SPEAKER_00]: Thank you.

39:44.147 –> 39:46.048
[SPEAKER_00]: Hey, Ben, we crushed the time.

39:46.308 –> 39:46.928
[SPEAKER_00]: We really did.

39:47.269 –> 39:51.350
[SPEAKER_00]: You and I would have another conversation about whiskey investment and history and all that kind of stuff.

39:51.891 –> 39:53.931
[SPEAKER_00]: My listeners generally can’t listen.

39:54.292 –> 39:57.773
[SPEAKER_00]: We’re getting close to that line when they start losing concentration.

39:58.313 –> 40:01.455
[SPEAKER_00]: Give me a few more plugs though on how they can find you.

40:02.275 –> 40:04.376
[SPEAKER_00]: And, you know, access to bottles and stuff?

40:04.716 –> 40:05.016
[SPEAKER_02]: Yeah.

40:05.336 –> 40:09.078
[SPEAKER_02]: And we didn’t, you know, we didn’t even touch the, the watch aspect of this.

40:09.158 –> 40:10.798
[SPEAKER_00]: So we’ll do a whole other conversation.

40:10.838 –> 40:13.679
[SPEAKER_00]: You and I’ve got to talk about, we’ve got to talk about ten years ago.

40:13.699 –> 40:14.960
[SPEAKER_00]: And that’s the whole another conversation.

40:14.980 –> 40:16.020
[SPEAKER_00]: Oh, another conversation.

40:16.040 –> 40:17.120
[SPEAKER_00]: This was Onix and Amber.

40:17.821 –> 40:18.681
[SPEAKER_02]: So yeah, true.

40:18.981 –> 40:23.943
[SPEAKER_02]: So you can follow us on Instagram, where at Onix Amber Whiskey Cope.

40:25.415 –> 40:30.899
[SPEAKER_02]: You can follow us on TikTok and we’re the same thing at OnExamber Whiskey Co.

40:31.760 –> 40:34.042
[SPEAKER_02]: www.onixenamber.com

40:35.701 –> 40:37.583
[SPEAKER_02]: Follow us, take a look at what we’re doing.

40:37.884 –> 40:41.288
[SPEAKER_02]: And we’ve got some really, really great stuff coming out here.

40:41.308 –> 40:47.375
[SPEAKER_02]: And we’re just going to keep our head down and keep working to try to keep prices down and make everybody as happy as we possibly can.

40:47.435 –> 40:47.976
[SPEAKER_02]: That’s the goal.

40:48.156 –> 40:49.918
[SPEAKER_00]: I mean, you’re doing a mission then, man.

40:49.978 –> 40:52.902
[SPEAKER_00]: I appreciate I will dig into some of this this weekend.

40:53.142 –> 40:55.405
[SPEAKER_00]: I am going to party with a lot of whiskey lovers.

40:55.865 –> 40:59.847
[SPEAKER_00]: I will bring this with me and post lots of pictures and get some feedback for you.

40:59.867 –> 41:00.908
[SPEAKER_00]: But I’m excited for you, dude.

41:00.948 –> 41:01.909
[SPEAKER_00]: Like, you did it.

41:02.189 –> 41:08.012
[SPEAKER_00]: You got, you got, you, you, you added another revenue stream into your life, which is the shit that we love doing.

41:08.052 –> 41:09.433
[SPEAKER_00]: You know, we go and a real job.

41:09.453 –> 41:10.694
[SPEAKER_00]: We broke it out, hot souls.

41:11.014 –> 41:12.515
[SPEAKER_00]: You’ve added another revenue stream.

41:12.535 –> 41:15.056
[SPEAKER_00]: But more importantly, it’s accurate and passionate.

41:15.096 –> 41:17.538
[SPEAKER_00]: And I think that’s why it’ll be successful because it’s real.

41:17.858 –> 41:19.459
[SPEAKER_00]: You, you’re not a marketing company.

41:19.579 –> 41:21.900
[SPEAKER_00]: You are a dude that’s lived this life.

41:22.500 –> 41:24.281
[SPEAKER_00]: And now you have a way to fucking get it out there.

41:24.422 –> 41:24.802
[SPEAKER_00]: I love it.

41:25.282 –> 41:26.843
[SPEAKER_00]: Everyone, please, please follow.

41:27.283 –> 41:29.365
[SPEAKER_00]: Ben’s the man, like, on X-Namber, I can’t wait.

41:29.405 –> 41:30.545
[SPEAKER_00]: I’ll crack it open this weekend.

41:30.585 –> 41:31.786
[SPEAKER_00]: I’m super excited to try it.

41:32.226 –> 41:33.587
[SPEAKER_00]: Thank you all for listening.

41:33.707 –> 41:35.008
[SPEAKER_00]: I know we went on today.

41:35.348 –> 41:37.810
[SPEAKER_00]: Ben and I will do another thing talking about the good old days.

41:37.870 –> 41:40.352
[SPEAKER_00]: I really just want to talk about, like, how his idea came up.

41:41.012 –> 41:46.733
[SPEAKER_00]: And the passion behind it, which I’m sure you heard on this another amazing episode of the Rolex Whiskey podcast.

41:47.033 –> 41:48.494
[SPEAKER_00]: I want to thank everyone for listening.

41:48.834 –> 41:58.096
[SPEAKER_00]: Keep rating the shows and I really can’t thank you all enough for helping me really have a good time and bring amazing guests that are truly passionate to the show as often as possible.

41:58.136 –> 42:02.357
[SPEAKER_00]: I think we’re getting close to a hundred episodes now and I’m super excited for the future.

42:02.377 –> 42:03.377
[SPEAKER_00]: We got lots more coming.

42:03.717 –> 42:04.819
[SPEAKER_00]: Thank you everyone for listening.

42:04.839 –> 42:09.025
[SPEAKER_00]: Thanks for reading the podcast and we will definitely see you all on the next one.

42:09.165 –> 42:11.048
[SPEAKER_00]: Thanks for listening and that’s a wrap.