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Binyomin Terebelo: Welcome back to Everything But the Bower Podcast here with Rabbi Master Distiller Ben Tarabello of Tarabello Distillery. Creator of TTB Math, the software you need running your winery, brewery, and distillery in-house. I am not competition. I'm your best friend in the industry. And don't believe that? I'm your best friend. That's what your wife would say. So give me a shot. Reach down. Let's see on how we can help you. Okay, now we're gonna teach you distilleries, something you've never known before. Wineries know that a little better. Breweries definitely don't. Okay, and that's the is nobody buys whiskey, wine or beer anymore. They buy who they become when they're the one pouring it, when they're holding it. It's their identity, okay? The truth behind slowdown and why the brands that are surviving are the ones that mean something. Us it used to be a guy walking into a liquor shop and they go fifty to a hundred dollars. That's what I want to spend. That category is way down and it's not just the RTDs that are killing it. Ready to drink. That point is making that market fall. Or There's empic or the TMCs. Okay, now those that are over a hundred dollars fell by nine point three percent. However, smaller ones, small lower price items, smaller ones, are doing somewhat better. So why is it aspirational premium spirit spirits falling so hard? it was all the rage just a couple months back or years back. Depending on who you are. There's a new word I want to teach you. It's called depremunization. It's getting lower the premium. Well, guess what? Because it was all hype. cheap stuff that was sixty bucks or some two hundred bucks. It didn't really make sense. Okay. And it was not the liquor liquid that was the product. It was a feeling of identity, of belonging. Identify with someone famous, like a jersey. Guys. Huh. Should I say something talking about Messi's jersey if you have it now? Okay, so let's just look at the kilo. It's down 17% in volume, but the low end is growing. What's the story about that? Let's break it down a little further. And it's not that people are lazy. It's Much more than that. It's about identity and pulling away with the truth about it. Okay? All those ones are saying, hey guys, we're here. Celebrity getting pounce because the truth is being told. Okay, example. Terabell disability, we're actually seeing growth. And that's because people say, Hey, he's a rabbi. It's a rabbi. It's legit. It's clean. It's a nice drink. Working. There's a legitimate product behind it, not just another white label and hey, people want it, let's raise a price. Algorithms for raising prices hit the roof at some point. At some point, even if you paid it a year ago, you're not happy with the stay, right? You gotta really know the space, know your own value. Yes, there's a pre-value for me being a rabbi. I know people are willing to pay for that. That that's not a lie. The same reason when you go to a hotel and people pay a premium for a nice mirror in the bathroom. Hundred bucks extra for that mirror for the night, yeah, because you have an event, you gotta look any way you want that mirror. It sounds crazy because you're not a woodworker. You gotta have that identity as an integral part of you. Otherwise it's nice packaging. You have a book on bookings.com. Many authors suck indoors, suck indoors. You went because you had to go to a you know French funeral, God forbid, or something like that. You cursed the place out. That's what's been going on. Your identity has been pulling you in to buy these premium bottles, but you cursed it under your breath because it was sixties bucks, but you got it. the rhythms, shortage, or whatever height, and you're just toasted. And now, as they say, the water's down and you see who's wearing a bathing suit. Continuous legitimate brands like Abercrombie and Fitch hold out and thrive. And this is something you need to keep in mind. Smell wineries, boories, and distilleries. Be legitimate. Be the face of your brand and be seen. Getting known. See you all tomorrow. I went over to sign up to sign up to the T V Math Doc.