E117 Lucinda Wright

This week's guest is Lucinda Wright, who is the co-founder and CEO of Cask and Kettle, a craft cocktails company serving up at home Hot Cocktails. Cask and Kettle is a high-proof, K-Pod that you pop into your brewing system and you add yourself to Hot Cocktail a matter of seconds. Our conversation with Lucinda covers the origin story of Cask and Kettle. We discuss how Lucinda's extensive experience in the food and beverage industry played a major part in getting this product created in a market in a relatively decent time period.

We also talk about the hurdles encountered bringing this product to market and Lucinda discusses what it's like to be a female founder in the beverage and spirits industry that is heavily male-dominated. You can check out all the Cask and Kettle offerings at CaskandKettleUSA.com. Lucinda is a terrific guest. Enjoy the show.

The presenting sponsor of the industry podcast is Rick Berencelli at the Case for Wine. Rick has everything that wine lovers are looking for, whether you are a bar or restaurant or just a private consumer. Rick has the perfect wine for all of your wine situations, all regions, all price ranges, email Rick at rickatthecaseforwine.com. What in the industry podcast?

Easy for me to say. Yeah. We should probably get the name of the show right. The Industry Podcast.

Got it. Perfect. And then go back to work again. Okay.

So, we had a change. Same thing. Five years in a row. You're probably going through the house business at the bars.

It's picking up finally. So, that would be Sugar Run in Downtown Kitchener at Sugar Run Bar on Instagram or Babylon Sisters Wine Bar at Bavelin Sisters Bar. We have a big show coming up at Sugar Run in July, actually. You should be looking at a bunch of events at Sugar Run coming up.

We have Burlesque at the end of the month. We have the return of the Super Day Comedy Comedians from New York, from the New York, from the Mid-Mike Terry. That's coming back in July. So, look forward to that.

And also the Brown Man Alley Electric Trio from the U.S. And performing in July as well. So, you're going to want to pay attention to our Instagram to get all the info on where and when these events are happening. Well, where is Sugar Run?

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Okay. Great. Well, let's get to it. We have a great guest as always.

Lucinda, right as with us coming to us from Battle Creek, Michigan. How are you? Listen. Hi, well, hey guys.

Hi, everyone. Thanks for coming on the show. I appreciate it. Yeah, no, look, we're talking.

All right. So, let's start by talking about Caskin Cattle. Tell her lessons exactly what it is. It is a boozy k-pot.

So, think a liquid concentrated hard coffee insider. And the curating machine is merely diluting it. Or since it's liquid concentrate hard coffee, you can just add hot or cold water. So, we bring in the heat, if you will, into the experience industry, because everything is cold or ambient.

No, everything's in a can or a bottle. And we're in a 40 ml cake pot. Sorry, I would say quick question. So, you're saying you don't actually need the machine to use it.

You can heat up some water and work. You can. No, don't get me wrong. We developed it because they're in the US over 40 million households have curating on the counter.

So, they're sitting there. They're done with their thing and 10 or whatever. And, you know, I'm the kind of person that orders the Spanish coffee, which is designed at a restaurant, where I'm able to brews it up when I'm on vacation at the ocean and takes it out the catwalk and sips, you know, looking at the moon. So, I am a evening, you know, hard coffee and a cocktail diva.

I'm a coffee diva, a cocktail diva, and you know, mix it all up. So, those curates out there, we decided to turn into bartenders, quickly. And it's not easy to do, technically. But the only way you can make this stuff taste good is, you know, powders and granules and all that stuff is not the way to go.

You can't get a high proof. But what it is, is it's a shot of distilled spirits, a combination of spirits in some cases, a highly concentrated liquid coffee and liquid natural flavors in that pod. And so you just pop it in, hit the button, boom, add it, you know, add the cream or oatmeal, ice cream, whatever it's going to do. I cook with it as well.

It's concentrate and go. Or if you don't think you're out camping, you know, traveling in a hotel, whatever, then I just add water, cream or a new gift for 65 seconds. If you like it cold, I understand it. I'm a hot girl.

The kids, the kids and the cold stuff. So if you want it cold, you just add a couple of ounces of cold water, put it in the shaker, shake it, a little bit of cream or it's frost up nice and put it in a pretty glass and then you've got a coffee routine. Oh, well, that's great. Yeah.

Okay. So, I talked to us a little bit about how you came up with this idea. I mean, obviously you like coffee and you like some spirits. So that has a lot to do with it.

But like, was this just like a light bulb that went off for you at one point? No, it's really not a sexy story. So, it's not a wow story. So I'm at the end of my career and I spent decades in CPG in non-boost.

I spent my whole life in food and beverage, non-boost. And the most recent job before we launched this business was with an innovation consultancy out of Battle Creek College, JPG resources. So I managed the strategy marketing sales innovation team and my counterparts managed other parts of the consultancy. Now, hopefully I'm not the only one that's had this, but we were in a monthly budget meeting and let's just say that discussion wasn't friendly.

It was not a loving meeting. It was not a esprita core where we love each other. It was a cranky meeting. And so that's why Shane asked me if I went to coffee and I'm known coffee, even as a non-lessed as booze in it to get me to do this meeting.

And he's like, well, I think we can actually do that. I'm like, oh, thanks. We said, yeah, we're working in some concentrates and some extracts. And I'm like, really?

So when we work for a consultancy like that, an innovation consultancy, once you start doing that, then the mood broke. Everyone was brainstorming. Everyone was laughing. They broke them.

It took us a year and a half though. So technologically, it's very, very difficult in just a 40 ml to get something that can stand dilution as much as this has to stand. It's still delivered to a coffee lover, cocktail lover, spirits lover. It's now needed to do.

And there's only one distillery we found in the whole country that had the packaging, brewing ability flexibility, and they're in temperance Michigan. So just finding a distillery that can do it, doing the product development really difficult. And then when you're disruptive, because we're bringing in the only hot thing in the entire spirits world, then you have to convince them to do it. Then you have to convince distributors, retailers, to give you a chance because nothing else is like us.

So then you have to just improve your way in. You have to give them the crack the door open, prove your way in, and then joke it out. Consumers of love is from day one. Consumers think it's the best thing since sliced bread.

But from a startup point of view, it's not always about whether the average Joe loves your brew and wants you. It's about all the other things you have to do to get to market, especially in this industry. Right. Well, and if you're looking to consume some wine, then the guy you're looking to talk to is Rick, Baron Shelley, at Rick at the case for Wine.com.

He has all the wines you want. And he also deals in spirits as well since we're on the spirit side of things. He has amazing pink pepper gin. So spirit products, wine products, Rick Baron Shelley, Rick at the case for Wine.com.

Okay, getting back to your story. I'm kind of fascinated by how all this all comes together because I don't know that much about the distilling process. You obviously need a separate distillery. And before we start recording, you were saying that this distillery is not about how it gets in temperance, which is the birthplace of prohibition.

I know, super, the irony is hot. The irony is hot. It's all the drinks. Yeah, right.

There you go. But the distillery, those guys are really creative. They're really creative. The president of the distillery is a huge supporter of ours, really believes in it.

So they've been partners when they didn't have to be early on when I'm like, just believe me. We've done the consumer testing. People love us trusting trust me. So, but they're the only ones that have the packaging equipment.

Because we're actually brewing, obviously. I mean, this has got to be heated up and all these ingredients and then put into these tiny little pods. And it's not a normal distillery. It's not your normal process.

No, definitely not. And so I'm assuming they're distilling other products there too. But they just deal with your sort of lease their work. Yes.

Yeah. We're partners and we have some change parts. I mean, we come all of our founders, again, we're old, right? So we come with lots of decades of supply chain plans, food and beverage.

It wasn't experienced. I spent my whole life though, including beverage and non-spierits. But we, you know, I know my way around to a few plants. I worked at Myar and started up there, owned brand, grocery, global sourcing.

So I've been around the world buying products from home and everywhere to funnel into the Myar system. So we know a few things. And we like to think of really good partners with people who partner with us. Yeah.

We were going through your resume. It's pretty impressive. So you have done a lot of things at a very high level in many massive companies. So all that experience that you have in production and marketing and like, I mean, it seems like it was almost inevitable that at one point you would start doing something for yourself.

You got like, you know how to do everything. Yeah. That's what they found their settings. Like, we just, you know, we worked our whole career to be able to do this.

If we were younger, we always say the younger generation is very entrepreneurial. And I think that's amazing. It's amazing that they're there. Having said that, it would be difficult, I think, if you didn't have the network that we have, the experience that we have, if you want to be disruptive, especially in food and beverage, which is just like a massive category.

And there isn't much investment money. It's mostly tech, you know, life sciences. That's where the money really is. So, you know, it's hard for younger people to do it.

But yes, you're right. I worked in, you know, supply chain, I've been VP of marketing at a large G company, I've run innovation, I've been on the buy sell side and I've worked for a retailer and sell team started up how people start up their businesses. And what we said is we've helped out with the people realize their dream. And if we found the big idea, we would do it.

And this was the big idea. So I stepped out three years ago from making any money. Yeah, it was pretty tough to do that without a safety net and stuff like that. And just say, you know what, I'm going up for it.

Yeah, well, I've been married 40 years this August. And my guess, yes. And my husband and I have been hugely supportive of each other's careers our whole life. And I've done a lot of things as you said, you know, I've made pretty big changes in my career to do interesting things.

And he's always been supportive of just a guy. He's a public education. He's a superintendent of public school. So we have separate.

Start up founder and superintendent. You can imagine our households. So when you're sort of putting together all of these ideas and then you come up with your product now, you need to find a way to market. You obviously had the experience there.

How has the reaction? You said the consumers are liking it to me. So I'm starting to down before we start recording and feel free to correct me. But it's just like, it seems like a bit of an each thing where like people are looking for hot cocktails.

Maybe like you said, if they live in their beach or something, they go out by the beach or if they're like, around Christmas time, I can see it being huge because people always like losing cocktail around then. But are you finding that people are digging it pretty much year round? Yeah. So I don't know if you guys coffee drink first by chance.

Are you hot or cold coffee drink? Hot, hot, primarily. Yeah. So when it's 90 degrees outside, do you still get up and drink a cup of hot coffee?

Yeah. Yeah. When it's 90 degrees outside, you're still eating hot meals and you can switch to an all cold thing. So if you're not going to do that, you don't change.

If anything, coffee and booze together hot globally, some of the strongest cultural backgrounds with that kind of consumption is near isn't the hottest parts of the world. In the US, hot coffee consumption is just a big one. That's really what this is. Starbucks is everywhere and they don't shut down for anything.

They do sell ice with the vast majority of hot coffee. And so it sells well everywhere, but it actually skews higher in the hot weather states than it does in the cold weather states. So because we're also at home drinking, that's really what we are. That's the core of it.

And so people are home. And if you don't have your conditioning, I guess, but most people do and they don't really change consumption. This was true one non-spirits to me. It used to be in the Sierra Leone district.

I come out of collogs. People would say, well, you know, you're 50. No, you're like, oh, no, guess what? If you need to eat the meal at six, you're not at six.

So if you ate brew loops at 20, guess what? And then it's loaded up and how you can go brew loops. So no, we people consume coffee and spirits. Resakes them back.

They do. And we did some kids that were testing. So in the industry, I've spent 20 years testing new ideas for consumers. So when we came up with the idea, the first check I wrote, the first $10,000 I wrote was to do consumer validation for this reason.

I had no interest in walking away from a nice coffee salary and career to do something that's not going to sell. I think that's a good point. You probably knew what we were doing. Yeah.

Well, no, no, it's really a question. This is about industry. Like I'm happy to share. And so just like we would tell any client, you know, because you love it.

Doesn't mean anybody else is going to love it. And if they do love it, can you make money? Like, what you're going to have to charge is anybody going to buy. So it all of that stuff we did right away.

First thing I did was do that. And I have, again, four work huge companies where I've done this kind of work. And there's only been one other idea in 25 plus years that has high consumer excitement assistance. Oh, really?

I felt that the other hands and that too was a great thing. So when it came back with 80 to 93% top two bucks, regardless of who you were, if you were lightning them heavy, cocktail drinker, coffee drinker, men, women, age, and all that. So, men, women age, they just don't get those numbers. You just don't.

It's like a once in a career kind of consumer response. And if I didn't have that, I will tell you that I would have given up on, you know, launching this business, given the hurdles that you have to go through for something disruptive and industry like Spirit. If I didn't know that from the beginning and have that assurance and have the consumer back today, you know, you give up. You know, the startups would give up.

You know, always has good feedback. It's Rick Aaron Shelley at Rick for the case of wine. You should check him out because he's got the 2019 blueprint, Kevin A. Solignon from Lael Vineyards.

And this is a stunning cap from Napa Valley and 10% of the proceeds from Blueprint Wine go to the organization's fighting climate change. So you can feel good about getting drunk on cap. So with Rick Aaron Shelley, Rick at the case for wine.com. Okay, listen to this.

So, yeah, you get all this research done. And so you know what you're doing. And then you're talking about some of the hurdles you've had to go through as a new startup. I did see in your profile that you're one of only 4% of women who are like at the top of a spirit's company.

Yeah, so women owned and run companies. Yeah. It's less than a couple of percent. But just to be fair and natural and exaggerating, it's less 5%.

You know, we get really tired. Yeah. Yeah. So yeah, there isn't.

And now we got to include a beverage in general. Non-spirits, women are a lot more prevalent, especially over the last, I would say, 15, 10 to 15 years. But in the world of spirits or adult beverage, wherever you want to call it, you know, to this day, people will call me the sales lady. One of our other founders, Pete, they'll say to me, well, your boss, Pete, you know, said to do blah, blah, blah, which is like totally makes him uncomfortable.

Right? I tease him about it. You know, Pete gets into the boss at me. So yeah, it's just it is we're a disruptive product.

We went to market disruptive because in the world of booze, you go on premise with bars and restaurants and you get big, you go into retail chain. But we went retail strategy to be dealt chain right away, one uncomfortable with it too. We're at home drinking, so it makes sense. And we're, you know, in the format, it's much more change driven, not change driven.

So I didn't, we weren't trying to be disruptive in the go-to-market strategy, I just like I wanted to, but we did. And then yes, to be led and run by a woman. And also the investment money that's out there for startups already women get, you know, a couple of percent of that. And then you add alcohol on top of it.

And it's, it's like a unicorn kind of thing. So I don't say that thing of that to be whining or to complain in English to perform. It's just that's the real reality. So for the women out there, you should go for it.

I did. And I knew it would be hard. I did know it would be hard. However, I did underestimate exactly how hard I would undo it.

We're, you know, we push through. And if you're the kind of person that takes no for an answer, then I wouldn't do it. If the kind of person that sees no as a, okay, how do we get to a yes kind of person, then you can do it. Right.

And so you were mentioning earlier before we started recording some of the issues with distribution as well. Can you explain some of the sort of problems or the roadblocks that the distribution phase of the operation gets you? Well, so the state and the federal government require, the beer and wine can go directly to a consumer. Okay.

So if you're a wine brand or, you know, a wine array or you're here, you can go directly to consumers. Distinct. Sorry, I got to stop you right here because this is a perfect time to say that if you want, if you want wine to go right to consumer, then you don't want to talk to Rick, parents, Ellie, Rick at the case for wine.com. Check him out.

He's got all the wine you need. Rick at the case for wine.com. Sorry. Go ahead.

Go ahead. No, you should go get the wine. Go down the still spirit side. We're not allowed to do that.

So there's, there's no path directly to consumers. And so we are legally state by state required to go. We sell to a distributor who sells to a retailer who does all of that. Now, in the world of alcohol, you know, just like anything else, I've worked for the company, Rick, or Kalentz and Irene, and Ray and Ray and Corn, like, so I know it's like a work on a mega brand.

And that's where the sales effort goes and where distributors obviously have the bulk of their business are, it's concentrated in those large players. And then you have us come along. And in the spirit's world, they think coffee is neat. I'm making a laugh.

I've been saying it to you guys, but they do, they really think they think coffee is neat. And so they have to say, so you would want a piece of Starbucks business who's done. You think it's a Starbucks, right? That little tiny company that sells hot coffee in every corner 365 around the freaking world.

Yeah, I know. Pick a pass on that. So they think it's neat. They think, oh, like, two people will do it forever.

They're used to the emphasis being on bars and restaurants. And I think that the best way is to get a couple of people calling on chains were the opposite of that. And you really have to sell. Like you do versus explain how my tequila is different than your tequila or my chardonnays different than your charmed.

Like, I would do that. Ray's in a cornflakes, right? I rather have my challenges than have to say why I can't pack tailings better than your can't tail. But distributors and buyers are more familiar with that than us walking in and saying, Hey, we can incrementally grow your business.

We don't run one of these communications and we're at home. And here's the incremental shopper data that proves it. Dax in the car, Enger Origin in the car, James is in the car and us. And we knew that going into it and now we've been in business long enough to have the data to prove that to them.

But they're still just nervous about it. If we get buyers that have worked at other desks out of chain, then they get it and we're good. If we get buyers that are running buyers and serious buyers the whole life or distributor, same thing, then it's just an uphill battle. We do it.

I do it every day. But it's not for the same part and it's incredibly difficult to do. It's like if it were a 10.0 dive difficulty, this is like a 20. Right.

Do you have partnerships with major grocery stores now as well? So like, talk about which ones and how many states are you in, how many countries are you in? Well, we're approved to sell in 20 states. I don't prioritize those 20 all equally.

Because again, we're relying on the distributor sale. They have to sell. Right? So, but in reality, really we sell.

Right? That's just the reality of it. That's not a complaint. No.

No criticism. So, Meyer, for instance, if you guys are used to the Michigan market or the Great Lakes, you are familiar with Meyer, Supercenter, do you have any Meyer store? Yep. I've done it in one of those, though.

Yeah. So, Meyer gave us, they didn't have to. They took us to China a couple of years ago and they gave us a chance over the holiday season to be featured and we killed it. And so then they brought us again back last year and then we run the center outgunned.

For those of you who weren't in the booze world or maybe not in food and beverage, the, you know, you go to a large store, there's a shelf in the middle of the aisle that's called the center outgunned. And that's where all the big boys play. That is the Mac Daddy positioning. That's the Super Bowl positioning in our world.

And so at Meyer last holiday, we had four facings of our product and the gunned and we were like number three. Oh, wow. So we outsold some people. I'm not going to tell you that would be household based here.

And we grew 69% over the prior year where we were featured. So our year-over-year growth was killer. We performed with the big guys and better than a lot of them, which is great. And we're only in Michigan, a $13 ring and most distilled spirits were adult averages and we're like 20, 30, 40, whatever.

So we had to sell a lot more units to generate the sales and hang with these guys. And we did it. And so we'll, you know, and then that gave us that performance allowed me to call Kroger and say, Hey, would you, would you let us prove our way in in the Great Lakes? And they're like, Okay, you think you can name that tune in four notes?

Because my age is enough. You do that. I love that show. And so we did this.

And so we just, you know, a couple of weeks ago got the call. Okay. Now where you were in touch last year, we're putting on the gun. So you're a mandatory push out.

And so now we're asking for, you know, other shores to prove our way in. So all we've ever asked for is a chance and then it's on us to deliver the performance to get the repeat from the, the retailer or any partner. Yeah. And I could, again, I mentioned earlier, seems like a no brain around the holiday season, like Thanksgiving, Christmas, like people are going to be all over that.

Yeah. But then the total lines of the world. So the big guys gave us that and now we're expanding our distribution. So in my, for instance, we'll move hopefully all range of permanent distribution, but total line, I use the minor, we're total line.

No. So they're like, they're all booze. So what would be an equivalent? I think we're going to be LCDO in Ontario.

It was just a liquor store. Yeah. Yeah. Exactly.

So they're all across the US and in fact, I was just in the Grand Rapids, there were five of them in Michigan, but they're big in California, Florida. They're down there. That's all they do is you walk in and it's like a treasure hunt of like, who's done? Right.

You're doing. So they brought us in on permanent distribution, all five of our SKUs last year. And we were number 17, the last six. Wow.

Holy shit. And we're not even in the right set because where we should be with corgos and we're not. And we're with the can't copy as we're with girls on wild. Right.

We need to be in shell relax, pick back, which is where we aren't. Even in girls gone wild, we were number 17 out of all of that category. Wow, that's crazy. Yeah, exactly.

But it's a unique product, right? So that's the thing. You're going to stand out on your own and you obviously know how to market it. So like your marketing expertise, combined with the fact that it is a very unique original product.

It sort of makes sense to me that you're getting such great numbers. So I guess the big thing after that is to make sure you get return customers. Yeah. Yeah.

Got it. The nice thing you're like, I see PG all the way right. So the first thing I did with myer is went to Catalina. You guys familiar with Catalina, Kupani.

So they have access to the store data. They can see in your house on what you buy. So we target people who buy K-cubs and who drink spirits, you buy spirits and then you push Kupani out to them and then you do that. So because we do that and that helps me sleep and not getting distribution for those of you who have businesses, only half the battle, the really hard part is getting it to pull off and having to do business.

And so because we use Catalina as a targeting and a Kupani incentive partner, we know what our VP is. And our VP was so the goal and experience is to get to a 20% VP by six months or more. Or if you don't fail. But lots of people never get there.

We were at 20% in 11 weeks. Oh my God, that's amazing. Yeah. So we don't have a repeat problem at all.

You sound like it. No, you do not have a repeat problem. We have four hard copies and one hard side and the copies are decaf. This is a type of spirits.

When I get into a four loco situation. So the copies are nighttime, night path, evening, dream. Oh, they're all decaf. All decaf and there's a cider is that the ABDs and the club range, 25 to 38%.

Right. And then you're just diluting it from there. So high-crit spirits, incaffeinated, coffee, and no-go. And to be honest, if you do that, what are you?

A growing strength on the weekend? Yeah, exactly. Kind of be a Wednesday night kickback. No, I don't think you're doing that.

That's right. You almost sort of niche yourself too far. It was like, they said. Way too far.

Yeah. Okay. So that's kind of what I was thinking from before. I didn't realize that they were all decaf.

So I was like, oh, it seems like a little bit too niche. But now that makes sense to me. So, okay. What are the flavors of the cocktails?

Okay. So we have the iconic Irish coffee. Yes. Iconic meaning it's Irish whiskey.

So, if you really thought that Irish coffee was really dailies and coffee, then it would be called dailies and coffee. Yeah. But Irish coffee is Irish whiskey. Yeah.

And then we cocktail it up. So we add vodka, which actually makes it more drinkable, by the way. So for those of you who are out there in the bar and restaurant world, I mean, I was an order of all that stuff, and a lot of it is just so strong, you can't finish the whole thing. It's not enjoyable.

So we take that Irish whiskey, it's very Irish with people who are about... We add vodka to make it and take the rough edges down, espresso, sugar, because it's iconic. And then the consumer just finishes it off with a little bit of cream. Right.

Gotcha. And the point of this, the cafe in San Francisco was my aspirin. They served like 2000s bad boys a week. So I went there and did my share of drinking to...

You've got to get proper research, right? Yeah, exactly. But that was the aspirin. So that's always going to be number one.

Then from there, they're all pretty equal. We did a turbanel assist to make sure that anything we added was incremental. I don't really want to have a bunch of varieties that everyone's just switching off. They bring in different people.

So after that, we have Hotlines, which is like a boozy vanilla latte. That's really what it is. So dark roast, a multivinilla, vodka. You add cream or you latte it up.

You add dailies. There's your dailies. You add your hotlines, Bailey's boom. Add to the milkshake.

We have a bar in New York City that takes it and does a coffee martini with it. Adds a little kalua. We're tying their water, shake, frost. They're pumping out coffee martinis with our hotline.

We have a big patty, just like a boozy, you're a coconut patty in your mouth with vodka. So think dark chocolate, mint, dark roast, and vodka. A little creamer, latte is it. Or just, you know, take it straight out.

But you've got to be a New York coconut patty lover for that. And people who are love it. We have a Mexican coffee, which is tequila forward. Silver tequila, sipping tequila.

When I go to the distillery, I go over. I holler with the Irish whiskey. I holler with tequila because it costs up stinking much. So tequila forward.

We have a Colombian roast, a coffee to pair with that. We had a mistake on that. We did an Italian initially. I had to fill that in order.

So a Colombian roast, a little Mexican chocolate on the end of your palate. We'll go to pick up the very known tequila rose egg. And then last we have a hard cider, which is a Michigan hard cider in the fall. It'll be pucksider at a confluent.

It will be their apples, vodka, and cinnamon. Oh, wow. They all sound delicious. Do you have a team of people coming up with the flavor profiles for all these?

Or is it just you guys doing it? I did it. Yeah. Because what we want to do is do what people already love.

All we're doing is making it easier. So in each of these, they're like eight to ten ingredients. So again, coming at a CPG, we're layering the flavor. No bar or restaurant or consumer could actually replicate the recipes.

You just don't have any ingredients to do it. So we did all that work. All we're doing is making it easy as a liquid concentrate for people to just go do it. And then because it's so flexible, you can throw it in and have milkshakes.

It's really just a base that you couldn't do on your own to make it delicious tasting. So that's the whole positive outcome of the recipe itself. Then therefore all we did was research to say, what are the coverage coffee? Always going to be number one.

Then I looked and said, okay, well, what Starbucks number one holiday? We launched Mipati specifically for holiday and out. We thought it was going to be in and out. Well, mid lovers are like freaks.

They were like, no way. They went hard at that thing. So we have not been able to in out that at all. And then the hot line, I know coming out of cereal and food and beverage that the multi-bendilla is like the money shot on the flavor side.

I always knew that would be the ubiquitous, everyone a lot of that kind of thing. And then tequila is hot, hot, hot. It just is. So Mexican coffee is a little bit more of a zealot.

I mean, people who are into the tequila that does tend to spew, no, it doesn't say mail, but I just did a stand like a total line. And it's men women. It's basically people loving tequila. So that one is the one people are most maybe unfamiliar with, but when they try it, they're hardcore zealot on our online business that is run.

We can take the orders, but we can't ship it. As I said earlier, we push that to a retailer. Our Mexican coffee is the most zealot order, the number, I think the record now is some guy or 10 at one time. So it's a little hard on that one.

Yeah. Okay. So we never got to this part when we were talking about distribution. Do you have a plan for a more global distribution?

Like are you going to try and push it to other countries? Basically, we want to go to the first. Yes. Yes.

Yes. Yes. Yes. Yes.

Yes. Yes. Yes. Yes.

Yes. Yes. Yes. Yes.

Yes. Yes. Yes. Yes.

And you know, the first people that found us when we launched were the Brits. Oh really? Yes. Well then fish found us like this and then we trademarked in Asia.

We've had people ask for samples out of South America, Europe, I didn't know, Israel is, like, has to carry. Otherwise you wouldn't really more or where people drink booze and coffee together because of like, where again, the care is not the big deal, but in the areas where, you know, coffee and booze together is a cultural, you know, culturally popular. Yeah. Yes, I would do it, but we're such a tiny company that I don't have enough bandwidth right now to to the U.S.

and grow it and spend time on the export side. So I know we need to do that. I know that demand is out there to do that, but I just need some partners to, you know, frankly, help figure that out. Because yeah, I'm gonna have to disappoint all the Canadians with I said, okay, I'll try to do this out.

And I know we're figuring it out. Well, they're gonna get really jealous in the show because apparently we have some gift packs on the way to us. So tell us, tell our listeners where they can find out all about your product, the website, et cetera. Yeah, so caskingpedalusa.com.

Okay, great. Find where to buy us and read more about us. Well, thanks so much for sending. We appreciate you coming on the show.

Awesome product. At least I haven't tried it yet, but it sounds awesome. Well, if you'll send us some samples, we're gonna drink them on the show. Yeah, we'll take you.

I'll talk to you too. You can have fun with it. Awesome, thanks. I appreciate you.

Thanks guys. Bye.