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I was in the middle of the worst part of my career working literally six, seven days.
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I had an opportunity to move to sales, which is Monday through Friday, 9 to 5, but it would have had to take a pay cut.
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All I will say was this is that I ended the conversation that, okay, if you become the breadwinner, I will cook, I will clean, I will drive you around, you make$50 million, I'll put on a freaking little hammock.
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What do they call them?
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Little aprons?
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Yeah.
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With I'll work out every day, I'll look like the pool boy, like, coach, you name it, I'll do it.
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I have zero shame when it comes to that.
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So how's that for an answer?
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I would be that guy.
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That's where I'll struggle with it.
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Wow.
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Will I be good at it?
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Yes.
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What if I I need to be careful.
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I'll find a way to enjoy it, but that's where I struggle with my wife being the breadwinner.
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You know, I mean, it's just the way it is.
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Yeah, but but let me ask you a question, though.
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I get that.
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I mean, I'd love it.
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And there I understand exactly what you're talking about.
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Like we're guys, right?
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Like we want to be the breadwinner and all that kind of stuff.
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Coach,$50 million?
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That's what she said.
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$50 million.
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$50 million.
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50 million.
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50 million.
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What do you want me to wear?
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Yeah.
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What shape do you want me in?
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Yeah.
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50 million.
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Yeah, you completely debunked my comment a minute ago.
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I will tell you, Saturday I was I was in the shopping center.
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50 million.
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And and they got this specific suit guy I like to go to, Mr.
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Tim, over at Dillard's and Slidell, and he just fits me.
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You know what I mean?
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He knows what I wear and all of that, and I can't I can't fit myself.
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I couldn't imagine going over there and buying five suits.
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I buy one every other year.
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You know what I mean?
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Wait, 50 million.
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I mean, Coach, you ain't going to Dillard's anymore.
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That's I bought mine off the rack of JC Penny.
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I'll be going to George Valdez.
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You're going to Croatia.
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You're flying in an Italian guy with a last name that ends in Enie.
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Okay?
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Or Uzi.
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And you're going to know the type of guy.
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You want to know the type of guy I am?
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I ain't turning my back on Mr.
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Tim at Dillard's.
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He does well with it.
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Okay, but you're giving him a pay raise.
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Yeah.
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And you're changing his last name's gonna be.
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I would use his expertise to find something that I would not normally choose.
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He's gonna be, he's not gonna be Tim anymore.
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He's gonna be Giuseppe Fettuccini.
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You're right.
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I can't disagree with that.
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And he's gonna have silk everywhere he goes.
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Giuseppe Fettuccini.
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Giuseppe Fettuccine.
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$50 million.
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Would I?
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I would love to see my wife sore.
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She's amazing, man.
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I'm telling you, she would be a bit more.
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We just did this episode.
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Like, think about all, and I just kind of shared.
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Like, my wife for almost 20 years basically ran our house.
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And I was not very present.
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She wants, she has a great future in soccer and all that kind of stuff, super supportive.
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But if she made$50 million a year, I hope she doesn't divorce me.
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$50 million?
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In my Chris Tucker voice.
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$50 million?
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Who do you think you are?
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Chelsea Clinton?
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I could make this podcast take a terrible turn.
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Let's not do that.
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All right.
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GTA.
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Do you know what GTA?
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GTA 6.
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Do you know what that stands for?
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You didn't an hour ago, but
Load full transcript
you know what it is?
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I didn't know.
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I didn't.
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Actually, actually, uh, you know, y'all had said it earlier, and now y'all speaking in abbreviation.
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And uh Do you remember?
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And then I called my son on it after they told me what it was, and he and he's like, yeah, you know, that's what mom took away from us the first week we got it.
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And I'm like, wait, that game where you can actually steal a car and you can, you can have stuff like in a car and all of that with you shaking your head.
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I know.
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I'm like, and my wife's like, we just bought that for them.
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Now I'm realizing like the major release of the year is like coming up of Grand Theft Auto.
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Six.
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Six.
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So let me tell you that there's two.
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Did I say something I wasn't supposed to say?
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That's pretty crazy.
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I mean, it's literally it's even worse than that, actually, but we'll we'll you actually kept it pretty clean.
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So here's if this isn't the most on-brand thing possible, you know the only reason why I knew this was a thing was because they're a publicly traded company, and in the morning I watch financial news and they've been talking about it forever.
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That's the only reason I knew.
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I had zero idea.
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My son has played it before and all that kind of my youngest.
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Actually, I don't know if the other two, I think the other two played it too.
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Anyway, I'm sure they've all played it.
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So the big thing is apparently all these dudes are gonna call out on November, I think it's November 19th.
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They're gonna call out when this gets released.
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So on the last episode, we talked about bringing an iced coffee together.
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Like call out of work?
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Yeah.
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Wait, so I was kind of defensive of iced coffee.
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I hired Matt, obviously, kind of a thing.
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If you call out for work for a video game, we're gonna have a talk.
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We're not six anymore, man.
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They can't play it when they get home in the afternoon?
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You think I know?
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You think I'm the guy you can play.
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They can't play it when they get home in the afternoon?
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We're gonna look at Matt.
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So this is the speaking of on brand.
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All right, Matt, come on, here we go.
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Explain to us why we're supposed to come out.
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What if it's a scheduled PTO day?
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I've had too much bourbon to not say what I want to say.
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Why would you schedule a day off?
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Like, it's eight hours.
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Play for 16.
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You got 16 hours.
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10 years.
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I get it.
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15 years for this game to come out.
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It's a freaking video game.
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All right, so let me let me ask a question then.
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Like, what time did what does it get released?
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Is there a time?
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Like midnight?
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Yeah.
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Okay.
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So, like, here's our generation.
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This is the difference.
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Well, actually, you're kind of our age.
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Our generation, we partied.
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There's actually a little memes.
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Madison will appreciate this.
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Like, there's memes about this.
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When we were young, what did we do?
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We partied and drank way too much until like four in the morning.
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We drove our ass to work, fell asleep at work, set an alarm for two hours later, and at 6.58, our ass woke up, threw some bubblegum and some Listerine, and we went our ass to work.
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Correct?
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Okay.
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So play some GTA from midnight to 6.45.
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Get your ass to work, work your eight hours, whatever it is.
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And then go home and play for another 16 hours.
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What's the freaking problem?
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Call off?
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How are you gonna pay for GTA?
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Yeah.
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I'm still thinking of abbreviation.
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Grand Theft Auto, I got you.
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No, not GTA, PTO.
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PTO, the world I come from that we don't.
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That's a power takeoff.
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You know, power takeoff.
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You don't even know what a power takeoff video is.
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The only reason I know PTO is because I think It's the generation of power from the
engine to the propeller on a boat.
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PTO is what?
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Part-time what?
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Pay time.
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Paid time money.
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Hey, you want to know the only reason I know?
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Talk about old school me with that ice coffee stuff?
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PTO was the thing I denied all the time.
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So there's no part-time nothing.
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Paid time.
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Paid time off.
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I knew that.
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Legally, we have to give it to them.
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I love y'all.
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I'm just joking.
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GTX part six.
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This is all for the content.
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Damn! Come on, y'all.
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I'm joking for this.
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Like, y'all.
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Okay, perfect.
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Before we get all these row of comments.
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What's the difference between people waiting for GTA and like taking DTO for it, or some bourbon they've been waiting to come out and they take off early that day and waiting for the time for that?
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So that's a great question, just to make sure everybody heard.
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So the question is what's the difference between taking a PTO day for the a video game or I guess coming early to do a bourbon and stuff like that?
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Or doing the same thing for a bourbon?
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So it depends on what side of the dollar you're on.
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So for me, like none of our employees are allowed.
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Gotta make sure I stay above.
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I would not encourage any of our associates in the company to take time off to do a video game or bourbon.
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But as someone who supplies bourbon to the masses, I really encourage everybody to take a day off and come in.
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If we did video games, I'd be all about it.
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Anyway, I'm gonna turn it over to you.
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Life's all about putting things into perspective.
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You know, and that's what you just did.
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I just adults playing video games is just not in my realm of thinking.
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But uh it's a way of life now.
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You know what I mean?
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And uh What's the last video game you played?
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Nintendo.
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Which game?
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Tetris?
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Uh Nintendo.
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Pac-Man, Pac-Man, Pac-Man Pac-Man of Nintendo.
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Okay, so I play.
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Yeah.
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Y'all looking.
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What is the next thing we're talking about?
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Wait, I want to answer.
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My kids make fun of me for saying Nintendo.
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They play some, they play Xbox, they play Xbox.
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Why?
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So, first of all, Nintendo, way better than Xbox.
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Yeah.
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Okay, so I'll say two.
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Mario Brothers.
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There we go.
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Yeah, Mario Brothers.
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So Super Mario Kart is part of the newer one.
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So I'll say this.
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Like, mine was two best games, RBI Baseball and Nintendo and Super Tech Mobile.
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Like, legit, if they came out with those brand new, I would call off.
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Zelda.
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Zelda was a big one, uh.
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Okay.
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Mario Brothers and Zelda was a big one.
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How old were you when you played that?
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Oh man, I remember we were in like sixth grade, maybe.
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Sixth grade.
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So what is that?
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And I remember us getting up early for before school to be able to play a few games before we left.
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11, 12?
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Uh I graduated high school at like 21.
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I'm joking with you.
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We joke all around.
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When you were 20, you hadn't turned 21 years.
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I got held back in first grade.
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No, I got held back in kindergarten.
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Yeah, kindergarten.
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Who fails kindergarten?
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I didn't.
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My mom held me back.
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I the teacher said I had a problem sharing.
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So she held me back.
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And you know, here we are.
00:10:49.759 --> 00:10:53.279
But that put me what, 18, 19 when I graduated?
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So I was a little more mature than others.
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We would and at the time we were able to buy liquor at 18, you know.
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Getting the bars at 18.
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Y'all didn't live this life?
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Sharing.
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Huh?
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You do a good job sharing now.
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I do.
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I share, I share very well.
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That's the whole thing.
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I learned my lesson.
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Bro, we learn every day.
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If we don't apply tomorrow what we learn today, learning's irrelevant, right?
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I paid the consequence.
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I had to spend a whole nother year.
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I would pay an ungodly sum of money to go see kindergarten Luca go back to kindergarten again, going, what the am I doing back here again?
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Because I know that was what happened.
00:11:35.919 --> 00:11:37.519
And I know your dad was.
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God, I would have loved to have seen that.
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All right.
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You know what my dad said?
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My dad's like, I need him to come on the boat, steer the boat.
00:11:46.480 --> 00:11:48.000
I was on a five-gallon bucket.
00:11:48.879 --> 00:11:54.399
I was on a five-gallon bucket standing up, steering the boat as a as long as I can remember.
00:11:54.799 --> 00:11:56.080
Just drive a circle.
00:11:56.320 --> 00:11:57.600
Why you hit the pole?
00:11:58.000 --> 00:11:58.879
Drive a circle.
00:11:58.960 --> 00:12:00.879
He says, go around the pole.
00:12:01.120 --> 00:12:01.840
Don't hit the pole.
00:12:02.080 --> 00:12:02.799
That's why you're going to be there.
00:12:02.960 --> 00:12:04.320
And I'm just driving a circle around.
00:12:04.399 --> 00:12:06.879
But but you don't understand how complex that was.
00:12:07.120 --> 00:12:11.759
That was wind, that was current, and we had dredges on both sides.
00:12:12.000 --> 00:12:17.200
As I know I was eight or younger driving this boat.
00:12:17.279 --> 00:12:21.039
And we just had to drive a circle and we had to judge that wind driving a circle.
00:12:21.120 --> 00:12:22.240
As an eight-year-old.
00:12:22.399 --> 00:12:24.000
I'm telling you, that ain't no joke.
00:12:24.159 --> 00:12:24.960
I can't do that today.
00:12:25.120 --> 00:12:33.200
And that's why today I tell adults all the time, those kids, they will surprise you.
00:12:33.360 --> 00:12:35.919
They can learn anything at a young age.
00:12:36.080 --> 00:12:36.879
I'm telling you.
00:12:37.200 --> 00:12:41.600
ABCs, one, two, threes, colors, like, okay, so maybe there's some learning thing.
00:12:41.679 --> 00:12:43.519
Like that's a legit question, Madison asked.
00:12:43.600 --> 00:12:45.759
Like, how bad were you taking stuff from other kids?
00:12:46.000 --> 00:12:49.039
The difference was you beat other kids up, didn't you?
00:12:49.200 --> 00:12:50.720
No, I didn't beat any kids up.
00:12:50.960 --> 00:12:53.279
The difference is how it was delivered.
00:12:53.519 --> 00:12:57.279
So back then they said, you know what, he could share a little better.
00:12:57.360 -->
00:13:00.240
Maybe he needs to spend another year in the in the kindergarten.
00:13:00.480 --> 00:13:01.840
Did you go to an Italian school?
00:13:01.919 --> 00:13:03.360
Because that's exactly how Italians are.
00:13:03.519 --> 00:13:04.879
Maybe he needs to share a little bit.
00:13:04.960 --> 00:13:05.440
I don't know.
00:13:07.360 --> 00:13:13.840
Nowadays they would deliver it like, you know, he needs to communicate a little better.
00:13:14.000 --> 00:13:17.759
You know, he needs he's a little too old, he's a little too young.
00:13:17.840 --> 00:13:25.440
Maybe he needs to spend another year back, and then he'll be a little older and he'll get anything, everything else a little bit easier.
00:13:25.679 --> 00:13:26.320
You know?
00:13:26.799 --> 00:13:29.600
Back then, they it was different.
00:13:29.759 --> 00:13:32.320
We're never gonna get to these topics, but let me ask a question.
00:13:32.399 --> 00:13:35.679
Um, corporal punishment school and your school?
00:13:35.840 --> 00:13:40.399
Uh I remember being in the corner so long my face was sweating.
00:13:40.960 --> 00:13:41.519
Nose?
00:13:42.399 --> 00:13:45.519
Uh my nose hit the corner because the way it is.
00:13:46.000 --> 00:13:55.519
But I'm gonna tell you, I remember being, I I can remember as a kid to this day being in that corner so long that my face was sweating.
00:13:55.679 --> 00:13:57.360
Like, did they forget me?
00:13:58.000 --> 00:14:01.519
So I'm a not shocking, I'm a goody two shoe, right?
00:14:01.600 --> 00:14:04.399
Like, I didn't get in trouble a lot, but I got in trouble a couple times.
00:14:04.559 --> 00:14:06.399
So there were two things that they did.
00:14:06.639 --> 00:14:07.919
They did the chair position.
00:14:08.000 --> 00:14:09.279
Do you know what the chair position is?
00:14:09.440 --> 00:14:11.919
So it's it's basically this, right?
00:14:12.240 --> 00:14:13.120
Up against the wall?
00:14:13.360 --> 00:14:15.519
Up against the wall, but there's no chair.
00:14:15.840 --> 00:14:16.399
Yeah.
00:14:16.720 --> 00:14:20.720
Well, where I went to school, they gave you books that you had to hold.
00:14:20.879 --> 00:14:24.559
Oh! And depending on how old you were, was the book.
00:14:24.799 --> 00:14:30.480
You remember that we we 30 years later, 40, 50 years, 40 years later, and we remember that.
00:14:30.559 --> 00:14:31.600
We still talking about it.
00:14:31.679 --> 00:14:33.039
That means it was a good consequence.
00:14:33.279 --> 00:14:34.320
I only did it once.
00:14:34.799 --> 00:14:36.799
And then the other thing was the paddle.
00:14:38.159 --> 00:14:44.879
How sick is it, by the way, that one of the we I went to a school where um the eighth grade was like the senior class, I was the highest grade.
00:14:45.120 --> 00:14:49.919
They gave the principal who enjoyed paddling kids, I shouldn't say enjoyed, that's that's a stretch.
00:14:50.159 --> 00:14:53.039
Like it it was part of the curriculum.
00:14:53.200 --> 00:14:58.080
Yeah, they gave him as an eighth-grade gift, a paddle.
00:14:58.159 --> 00:14:58.399
Yeah.
00:14:58.559 --> 00:15:00.639
With with branding and all kinds of stuff.
00:15:00.720 --> 00:15:06.639
So if you got paddled, it said class of 92 on your like that's kind of messed up.
00:15:06.799 --> 00:15:07.519
You know what's going on.
00:15:08.159 --> 00:15:09.200
Let me let me say one other thing.
00:15:09.279 --> 00:15:10.879
You want to know why I never got paddled?
00:15:11.279 --> 00:15:21.759
Because one day the principal on the loudspeaker across was like, this kid did X, this is what happens, and shared the paddling.
00:15:23.200 --> 00:15:26.240
There's a reason why I'm straight and arrow.
00:15:26.639 --> 00:15:30.080
You know what's sick is that you think that's sick.
00:15:30.799 --> 00:15:36.559
Because the truth is, the truth is, it scared you to you to the point that you didn't do it.
00:15:36.720 --> 00:15:38.159
You didn't want to do it, right?
00:15:38.320 --> 00:15:39.679
It gave consequence.
00:15:39.919 --> 00:15:41.519
That's the problem today.
00:15:41.840 --> 00:15:51.440
Consequence needs to be not pain be inflicted, but consequence needs to be inflicted on kids to where they know I don't want to do that.
00:15:51.519 --> 00:15:53.039
That was the whole purpose behind it.
00:15:53.200 --> 00:15:54.960
I'm 46 years old.
00:15:55.120 --> 00:15:55.360
Yeah.
00:15:55.600 --> 00:16:02.480
And I can sit here and tell you both of those examples I gave, where I was, and and what I was doing for both of those.
00:16:02.639 --> 00:16:02.960
Yep.
00:16:03.120 --> 00:16:04.080
And I've never done it again.
00:16:04.320 --> 00:16:07.039
Most of the time, right wrong, right, wrong or indifferent.
00:16:07.360 --> 00:16:10.480
It it was impactful, I think is is the correct way to say it.
00:16:10.879 --> 00:16:13.200
I think that's what's lacking today is toughness.
00:16:13.440 --> 00:16:16.480
Well, we could do a whole episode on that, but we're gonna pivot.
00:16:16.960 --> 00:16:19.679
That's my word, that's my word of the the good idea.
00:16:19.919 --> 00:16:20.960
Madison pivot.
00:16:21.120 --> 00:16:24.960
Madison's over there going, I can't release any of this controversial information.
00:16:25.200 --> 00:16:26.559
All right, so let's keep going.
00:16:26.639 --> 00:16:28.000
We might get a good take here.
00:16:28.159 --> 00:16:30.720
Yeah, we might we might end up on the wrong channel.
00:16:30.960 --> 00:16:32.320
Um, so here's the thing.
00:16:32.480 --> 00:16:34.639
We you mentioned this on the last podcast.
00:16:34.799 --> 00:16:37.840
We have been moving a heck of a lot of single barrels.
00:16:38.159 --> 00:16:49.360
And I think it's a testament to everything we're doing here, everything we're doing at the distillery, but also how much um acclaim that we've been getting in the market.
00:16:49.679 --> 00:16:56.080
But getting a single barrel is not just someone coming in, picking a barrel, and then we move on with it.
00:16:56.240 -->
00:17:05.119
So explain to people whether it's a business or a store or maybe it's just a bourbon club, what is it like to get a single barrel from you?
00:17:05.200 --> 00:17:07.440
What's that whole experience like from start to finish?
00:17:07.839 --> 00:17:08.640
Just what you said.
00:17:08.960 --> 00:17:20.960
There's nothing that we do here at 7-3 Distiller Distilling Company that is just a juice, a barrel, a shelter, a single barrel.
00:17:21.119 --> 00:17:23.920
It's the experience that makes it what it is.
00:17:24.559 --> 00:17:26.160
It's what you leave with.
00:17:26.559 --> 00:17:30.400
So you come here, you bring your guests.
00:17:30.960 --> 00:17:33.119
I just did one, I just did one Friday night.
00:17:33.759 --> 00:17:47.599
And they came in and they taste through multiple barrels, and we talk through blindly what those barrels are, and then they pick a barrel.
00:17:48.000 --> 00:17:53.599
Then that barrel they pick, we take it and we sip it underneath the whiskey tree itself.
00:17:54.000 --> 00:17:55.599
And who drives that boat?
00:17:57.039 --> 00:17:58.400
Depends on if I'm tasting enough.
00:17:58.559 --> 00:17:59.200
Yeah, that's a good point.
00:17:59.440 --> 00:17:59.759
But you're not going to be able to do that.
00:17:59.920 --> 00:18:02.480
If I'm tasting, yeah, I'm on the boat.
00:18:02.720 --> 00:18:08.720
And we get to sit there and talk about the sensory behind what makes that pour what it is.
00:18:08.960 --> 00:18:12.960
People tell me all the time, Luca, what are you doing now?
00:18:13.119 --> 00:18:16.880
Well, I'm teaching people how to taste.
00:18:17.119 --> 00:18:22.640
That's such an important component about making bourbon.
00:18:23.279 --> 00:18:38.640
Doing what we do is such such a multifaceted, I like to say, industry, because we have to develop a recipe, then we have to make the cuts, then we have to put in a barrel, mature it to become not only palatable, but enjoyable.
00:18:38.799 --> 00:18:42.240
And all of that is before we even talk about how to sell it.
00:18:42.720 --> 00:18:49.039
I'll tell you one of the coolest things that I see that are eye-opening, even to people that are deep into the bourbon world.
00:18:49.119 --> 00:18:53.920
You bring them in the back and you have that that Nancy Fraley bourbon wheel, right?
00:18:54.079 --> 00:18:54.799
The flavor wheel.
00:18:54.960 --> 00:18:56.000
The flavor wheel.
00:18:56.319 --> 00:19:08.960
And even the people that are the most uh knowledgeable about bourbon, they learn something new when they come and do that experience with you because you guide them through the process.
00:19:09.119 --> 00:19:12.880
I mean, again, we we just did the test of nose, you nailed it again, six for six.
00:19:12.960 --> 00:19:44.880
You obviously understand what you're what you're doing and what you're conveying, but you guide them through this very, very um intense process of teaching them exactly the nuance, and then all of a sudden they go from picking
some bourbon they like to picking a very specific bourbon that matches everything that they're looking for to represent either their store, their clients, their business, their gifts that they want to give, and it becomes a very personalized experience.
00:19:45.119 --> 00:20:06.000
What is it like for you when you're able to take someone who, whether they have very novice or very what they think is very experienced background on bourbon, and have them go through that, and then all of a sudden they they open their eyes to something totally different and pick a barrel that they're unique, it's unique and they're super proud of.
00:20:06.240 --> 00:20:22.480
You know, whether you label people, judge people, whatever, I love people for who they are, and there's always that one in a group that comes in is like, I like this at this proof, knows everything about what he's about to do.
00:20:22.640 --> 00:20:44.000
But the truth is when they go through and they blindly taste and then they pick, being able to allow yourself to be humbled gives a whole different level of respect that I have for that person that came in, trying to tell everybody and make everybody in the group believe that he knows more than what he or she knows.
00:20:44.640 --> 00:20:46.400
I learn every day doing this.
00:20:47.119 --> 00:21:11.599
And when I can take somebody in an environment that they're not used to, but yet trying to establish he or she's position in that group, but yet at the same time realizing that it's a little bit too complex for them to take in at one sitting and allowing and admitting that they've been humbled, that's fulfilling to me.
00:21:12.319 --> 00:21:20.799
Because I know what it takes to grow and evolve and work your way towards being a Nancy Farley, man.
00:21:21.359 --> 00:21:26.480
She is so complex in so many different ways to where everybody wants to work with her.
00:21:27.119 --> 00:21:31.119
You there's no book that can make you what she is.
00:21:31.440 --> 00:21:36.160
I mean, there's no book that can make him what he is.
00:21:37.119 --> 00:21:45.519
As somebody who builds a set, creates a podcast, creates a story that we want to deliver in a way that's attractive, right?
00:21:46.079 --> 00:21:47.920
We're all complex in many ways.
00:21:48.160 --> 00:21:55.119
Step back and enjoy the story of what makes us who we are, and just respect individuals for who they are.
00:21:55.440 --> 00:21:58.880
Man, that's the joy of what I get to do with my team.
00:21:59.359 --> 00:21:59.759
My guy.
00:22:00.640 --> 00:22:05.440
My girls back here, they do so much more than just putting labels on a bottle.
00:22:05.680 --> 00:22:08.799
They see thousands of bottles every day.
00:22:09.839 --> 00:22:16.640
But yet they go back to the people that they love and they talk about what they've done, what they bottled today, and how many stores it's gonna hit.
00:22:16.799 --> 00:22:18.079
You understand what I'm saying?
00:22:18.240 --> 00:22:19.119
It's a pride thing.
00:22:19.359 --> 00:22:21.200
It's a freaking pride thing, man.
00:22:21.279 --> 00:22:24.319
You should take pride in what you do every day.
00:22:24.480 --> 00:22:27.440
That truly takes you to the next level.
00:22:27.680 --> 00:22:29.039
Well, let me ask one more question.
00:22:29.119 --> 00:22:34.559
So you mentioned this isn't just a single barrel tasting and selection, it's an actual experience.
00:22:35.039 --> 00:22:39.599
You've you've mentioned this to me before because you do this so often.
00:22:40.400 --> 00:22:48.720
What is the funnest part when after it's all said and done, the feedback that you get from the barrel that they picked after the experience?
00:22:49.039 --> 00:22:55.279
I had a group the other night that I'm gonna be honest with you, brother.
00:22:55.519 --> 00:23:03.680
You called me the other day and you said, Luca, just a reminder, I don't I'm sure you know about this.
00:23:04.319 --> 00:23:11.759
Last Friday, uh, you know, we have a group that said they're looking forward to a tasting tonight.
00:23:11.839 --> 00:23:14.880
I don't see it on the calendar and you nor did you share it with me.
00:23:15.119 --> 00:23:17.359
Just want to remind you, make sure you know about it.
00:23:17.440 --> 00:23:19.039
And I said, Of course I do.
00:23:19.359 --> 00:23:20.400
I'm hosting them tonight.
00:23:20.480 --> 00:23:21.519
I'm looking forward to it.
00:23:21.920 --> 00:23:23.920
Thank God you told me about that.
00:23:26.960 --> 00:23:31.359
I had the best time with them.
00:23:31.519 --> 00:23:34.079
And I don't have too much pride to admit to you.
00:23:34.160 --> 00:23:35.680
I didn't admit to you that day.
00:23:35.839 --> 00:23:36.960
I told you, of course I do.
00:23:37.279 --> 00:23:38.079
Breaking news.
00:23:39.279 --> 00:23:52.720
And I I did the full tasting with them, and they said, Luca, the client wants this, and I love that, but I love another one.
00:23:53.359 --> 00:23:55.599
Would you be willing to sell both barrels to me?
00:23:55.680 --> 00:24:06.240
And I'm like, I expected for y'all to buy one barrel, and I'd been talking up another barrel to another group that I'm having later this week.
00:24:07.039 --> 00:24:13.440
But if you want both barrels, let me talk to my partners and we might be able to sell you both barrels.
00:24:13.680 --> 00:24:15.839
I'd really like to buy both barrels.
00:24:16.240 --> 00:24:18.640
That's the experience that we deliver.
00:24:19.119 --> 00:24:26.480
And I leave everything on the line to make sure that you get more than what you're looking for.
00:24:26.880 --> 00:24:40.799
These barrels inside that barrel right there, when you bring the most well-respected, the most followed YouTuber in the world for bourbon, and he can't decide on the barrels that he wants, that's pretty freaking awesome.
00:24:41.039 --> 00:24:41.759
That's great.
00:24:41.920 --> 00:24:44.000
I'm glad I reached out to you.
00:24:44.400 --> 00:24:46.240
He's still stuck on that.
00:24:46.799 --> 00:24:47.759
I love this guy.
00:24:48.000 --> 00:24:49.119
Look, man, I mean.
00:24:50.079 --> 00:24:52.480
You're like, oh my gosh, I knew it.
00:24:52.559 --> 00:24:53.200
I knew it.
00:24:53.440 --> 00:24:56.559
I called Holly, and I'm like, holy shit.
00:24:57.200 --> 00:24:59.200
I said, let me get off of this phone.
00:24:59.519 --> 00:25:00.559
Joe's calling me.
00:25:00.720 --> 00:25:03.039
He's like, I'm like, thank God he just called me.
00:25:03.119 --> 00:25:04.559
I knew it, but I forgot.
00:25:04.720 --> 00:25:06.799
And uh, I'm not making excuses.
00:25:07.039 --> 00:25:10.799
You uh well you you're the busiest guy now.
00:25:11.279 --> 00:25:11.920
Oh man.
00:25:12.079 --> 00:25:14.640
And you take care of-I'm good about putting stuff in the calendar.
00:25:14.960 --> 00:25:16.640
You take care of so many people.
00:25:17.200 --> 00:25:26.160
I'm more I'm more just the guy, like, hey, just in case, um, anyway, that I always know, yeah.
00:25:26.559 --> 00:25:28.799
Look, there's there's a place for both of us.
00:25:29.440 --> 00:25:32.240
Like I said, once Dolly takes over, you may not need me anymore.
00:25:32.480 --> 00:25:33.680
Um who's Dolly?
00:25:33.839 --> 00:25:34.480
Who's Dolly?
00:25:34.559 --> 00:25:35.759
You know who Dolly is.
00:25:36.960 --> 00:25:50.559
I'll I'll just say this: like, the one thing that Jeff and I have talked about the most, if we can get anybody in front of you, they're gonna have the experience of a lifetime, not only in that moment, but for the rest of their life.
00:25:50.720 --> 00:25:53.359
And they'll remember it and they'll always have something to it.
00:25:53.519 --> 00:25:56.640
So kudos to you, great job.
00:25:56.880 --> 00:26:01.039
You went, you took a oh shit moment and turned it into two barrels.
00:26:01.680 --> 00:26:05.440
I would have gone from oh shit to lost two barrels, so good for you.
00:26:05.599 --> 00:26:08.000
Um, well, it kind of brings us to the next thing, though.
00:26:08.079 --> 00:26:17.519
So there's a lot out there in terms of you know, tequila has been the biggest part of this in terms of these celebrity brands and Kardashians and things like that.
00:26:17.599 --> 00:26:20.960
I always use them because my wife watches them or used to watch them.
00:26:21.119 --> 00:26:27.039
So they did all the tequila, but there's a lot of celebrities now in the bourbon world.
00:26:27.200 --> 00:26:36.160
There's um Chris Stapleton doing Traveler, Mike Rowe has Noble, um, Peyton Manning has one, Terry Bradshaw has one.
00:26:36.400 --> 00:26:41.920
What is your opinion on seeing these celebrities come into this, into the bourbon world?
00:26:42.000 --> 00:26:49.200
It's nothing new, but you're starting to see a little bit more of it now, I think, or in the last probably, let's call it five to seven years.
00:26:49.279 --> 00:26:50.400
What is your take on that?
00:26:50.480 --> 00:26:51.599
How do you feel about that?
00:26:51.839 --> 00:26:52.799
I don't know, Joe.
00:26:52.880 --> 00:27:08.079
I I mean, you asked my kids, I think I could get on stage and sing like Stapleton, you know, with a little work, I could probably throw a ball like Peyton Manning, you know, even at 49 years old with a little work.
00:27:08.319 --> 00:27:08.960
A little work.
00:27:09.119 --> 00:27:09.920
Just a little.
00:27:10.160 --> 00:27:32.880
I don't know if they can all be with me and John and, you know, Amanda and Joe, and I don't know if they can do what we do, because I don't know that they got the patience that we have to allow something outside of their being to become developing something outside of their being into something.
00:27:33.119 --> 00:27:34.240
You see what I'm saying?
00:27:34.480 --> 00:27:39.359
What they do is within their being, with within themselves, right?
00:27:39.759 --> 00:27:40.079
Yeah.
00:27:40.319 --> 00:27:46.319
Developing something like we do through patience and time and sensory.
00:27:47.119 --> 00:27:47.920
A lot of patience.
00:27:48.160 --> 00:27:54.240
And when I say patience, you know how many times we'll pop a barrel and it's just not where we want it to be?
00:27:54.400 --> 00:28:01.920
And we have to think and dig into our memory bank as to what we need to do to develop that into something.
00:28:02.160 --> 00:28:18.400
Just when you're at your most frustrated moment with your 16-year-old, which we both have, you need to never turn your back on them because he or she is your responsibility to develop to develop into something that you should be always be proud of.
00:28:18.720 --> 00:28:19.279
I agree.
00:28:19.519 --> 00:28:25.839
And if they don't develop into something that you're proud of, you need to look at yourself in the mirror because it's all about time.
00:28:26.319 --> 00:28:26.880
Time.
00:28:27.200 --> 00:28:30.799
Time that you spend with your child.
00:28:31.759 --> 00:28:33.279
That's a hell of a segue.
00:28:33.359 --> 00:28:37.359
And I'll say this I think to kind of use a little bit of your analogy.
00:28:37.519 --> 00:28:42.079
I can't sit here and tell you all those famous people are doing what you do, tasting barrels, doing all that.
00:28:42.160 --> 00:28:43.359
As a matter of fact, I know they're not.
00:28:43.440 --> 00:28:45.680
They have people and surrounding themselves.
00:28:46.319 --> 00:28:48.559
So I'd ask it this way, then.
00:28:49.119 --> 00:28:53.359
Do you think they're bringing positive attention to the bourbon world or negative attention?
00:28:53.680 --> 00:28:55.359
I think they're bringing attention.
00:28:55.519 --> 00:28:57.279
That's a great way to say it.
00:28:57.440 --> 00:29:06.400
I'm attracted more to somebody rather than just putting a face on a label, somebody that knows a little bit about what they're doing.
00:29:06.559 --> 00:29:06.880
Okay.
00:29:07.039 --> 00:29:13.839
Rather than just somebody to approve, because that's really what they're doing, is they're approving this bottle.
00:29:14.079 -->
00:29:20.160
You know, if you have enough money, I can go pay so-and-so to say this is good.
00:29:20.559 --> 00:29:25.200
But who's to say the president of a certain bourbon club couldn't say the same thing?
00:29:25.279 --> 00:29:27.279
The only thing is that nobody knows them.
00:29:27.440 --> 00:29:28.079
Yeah.
00:29:28.400 --> 00:29:34.559
Oh, you know, the Kardashians drink this, so I need to drink this.
00:29:34.799 --> 00:29:37.599
What does that really say about who we are?
00:29:37.839 --> 00:29:39.519
It's face value.
00:29:39.759 --> 00:29:40.480
Face value.
00:29:40.720 --> 00:29:41.359
I'll say this.
00:29:41.440 --> 00:29:44.720
I think we've talked a lot about this in terms of our brands.
00:29:44.960 --> 00:29:47.680
It's not the first bottle we want people to buy.
00:29:47.920 --> 00:29:51.680
We can more than likely get somebody to buy a bottle.
00:29:51.920 --> 00:29:53.599
Are they going to go back to the second one?
00:29:53.839 --> 00:30:00.240
And I think that when you talk a lot about the famous brands and things like that, you probably get the first purchase.
00:30:00.559 --> 00:30:01.920
Can you get the consistent one?
00:30:02.160 --> 00:30:03.599
Who am I to argue with them?
00:30:03.759 --> 00:30:04.880
They've all done it.
00:30:05.039 --> 00:30:11.839
They've all did it and sold it, and then they're the ones smiling on uh on the Croatian coast.
00:30:12.079 --> 00:30:12.240
Yeah.
00:30:14.319 --> 00:30:15.279
They're laughing all the way to the show.
00:30:15.440 --> 00:30:16.480
Look at George Clooney.
00:30:17.519 --> 00:30:18.240
I mean, think about it.
00:30:18.319 --> 00:30:19.440
What did he do with tequila?
00:30:19.680 --> 00:30:19.920
Billion.
00:30:20.240 --> 00:30:21.599
What the hell does he know about tequila?
00:30:21.839 --> 00:30:22.559
Ba-buh-buh-buh.
00:30:22.880 --> 00:30:23.200
Billion.
00:30:23.599 --> 00:30:25.200
What the hell does he know about making movies?
00:30:25.359 --> 00:30:29.920
He apparently he knows a lot about making movies, and apparently he knows a lot about tequila because he sold it for a bunch.
00:30:30.160 --> 00:30:30.559
Yes, he does.
00:30:30.720 --> 00:30:32.000
Well, let's ask this then.
00:30:32.079 --> 00:30:33.839
Like, so age statements.
00:30:34.000 --> 00:30:36.000
Like, that's a big thing in our world.
00:30:36.240 --> 00:30:38.480
You know, do you have an age statement, right?
00:30:38.640 --> 00:30:42.079
If you don't have an age statement, that means you're at least over four years.
00:30:42.240 --> 00:30:47.279
But if you put one on the bottle, you're obviously deciding who you are on the market.
00:30:47.519 --> 00:30:50.160
Six year, ten year, twelve year, fifteen year.
00:30:50.319 --> 00:30:51.599
What does that mean to you?
00:30:51.920 --> 00:30:55.519
Age explains wisdom.
00:30:56.400 --> 00:31:00.400
It doesn't explain attraction.
00:31:00.640 --> 00:31:01.839
You understand what I'm saying?
00:31:02.079 --> 00:31:02.400
I do.
00:31:03.119 --> 00:31:06.319
So, are you better looking with age?
00:31:07.039 --> 00:31:08.799
You want me to answer this question?
00:31:09.039 --> 00:31:12.160
I'm gonna tell you what my dad I'm funny aside, I'm gonna talk about the dad.
00:31:12.319 --> 00:31:12.960
Here we go again.
00:31:13.119 --> 00:31:15.440
I'm gonna talk, I've been talking about my dad a lot lately.
00:31:15.680 --> 00:31:17.119
My dad told me this once.
00:31:17.200 --> 00:31:22.000
He goes, son, women get older and men mature.
00:31:22.160 --> 00:31:27.119
And I said, Dad, it's statements like that is the reason why you've been divorced twice.
00:31:27.359 --> 00:31:30.240
So I'll say this age is a number.
00:31:30.559 --> 00:31:32.319
Satchel Page had the best quote.
00:31:32.480 --> 00:31:33.599
Age is just a number.
00:31:33.759 --> 00:31:35.359
If I can throw, I can throw.
00:31:35.519 --> 00:31:38.559
He was throwing in his late 40s for professional baseball.
00:31:38.720 --> 00:31:43.119
So I don't know if that's exactly the answer that you wanted, but to me, age is just a number.
00:31:43.200 --> 00:31:46.000
The juice inside the bottle is what really matters to me.
00:31:46.319 --> 00:31:51.440
So it really talks it's it's about the environment in which it's maturing in.
00:31:51.680 --> 00:31:57.759
You want it to be older and you want it to taste better, but yet it tastes better before it gets to that number.
00:31:58.319 --> 00:31:58.960
Right?
00:31:59.599 --> 00:32:06.559
So it's is it really the canvas that you're painting on that makes it more beautiful?
00:32:06.720 --> 00:32:09.599
Is it the environment and what it's at which it's aging in?
00:32:09.759 --> 00:32:11.839
Is it good or it's not good?
00:32:12.319 --> 00:32:13.440
What is it?
00:32:13.680 --> 00:32:23.279
Is it how eloquent you speak about it when you're tasting it to the people around you to make them understand articulation?
00:32:24.640 --> 00:32:25.599
You tell me.
00:32:25.759 --> 00:32:27.680
I think that has a lot to do with it.
00:32:27.920 --> 00:32:32.880
Everybody's looking for that bottle that nobody else has.
00:32:33.039 --> 00:32:49.200
But when you open it up and you pour it and nobody says anything, is it really as good as when you're sitting there and you can explain it in an eloquent way to make people truly understand and taste and smell what you're explaining?
00:32:49.359 --> 00:32:50.960
That's a big part of it.
00:32:51.200 --> 00:32:57.920
Become knowledgeable about the bottle in which you're cracking for your friends, the environment in which you're opening up in.
00:32:58.160 --> 00:32:58.960
No, I agree.
00:32:59.039 --> 00:33:00.079
We talk about this a lot.
00:33:00.240 --> 00:33:02.880
Like, I enjoy the blinds that we do.
00:33:03.039 --> 00:33:07.039
You know, I I like Weller 12, but I've always You didn't enjoy this today.
00:33:07.279 --> 00:33:10.480
Well, no, that's painstaking for me because I'm awful at it.
00:33:10.880 --> 00:33:15.200
So what's the bourbon is
fantastic because it has nothing to do with the bourbon.
00:33:15.279 --> 00:33:16.319
The bourbon is great.
00:33:16.480 --> 00:33:23.519
It's the fact that I know I'm gonna be an absolute abject failure, and I just give video evidence to my family to make fun of me.
00:33:23.680 --> 00:33:24.240
Hey.
00:33:26.240 --> 00:33:32.160
The difference is the pressure that he created within when he was tasting.
00:33:32.559 --> 00:33:38.319
When I bring people in, I bring our guests in and I tell them this is not a test.
00:33:38.559 --> 00:34:01.519
Express your opinion of what you're tasting and what you're enjoying and what you're not enjoying, and what your knowledge is, your preconceived opinions is about uh are about what you're tasting and what you like coming into this, and it doesn't align with what you're tasting, you leave feeling like you know more than when you came in.
00:34:01.759 --> 00:34:03.680
That is the ultimate goal for me.
00:34:03.920 --> 00:34:17.280
So then they can in turn go and share with the people they care about the knowledge that they learned today, which in turn makes more people more inquisitive about buying bourbon and enjoying bourbon.
00:34:17.519 --> 00:34:18.159
Well, you know what?
00:34:18.239 --> 00:34:23.599
I didn't enjoy it before now, but now I do because I know what to look for, right?
00:34:24.880 --> 00:34:27.920
Speak about what you taste and teach.
00:34:28.639 --> 00:34:30.239
Don't hold it in.
00:34:30.639 --> 00:34:34.960
I know so much today because unselfish people chose to share it with me.
00:34:35.199 --> 00:34:42.159
And now I apply what they shared with me to what we're doing today, and it's coming out on the palate of others, right?
00:34:42.559 --> 00:34:43.039
100%.
00:34:43.440 --> 00:34:52.000
And look, if there's no better way of explaining that about how you get to guide people and teach people, was the test of nose.
00:34:52.400 --> 00:34:52.800
Right?
00:34:52.960 --> 00:34:56.079
You went three for three, I went oh for three.
00:34:56.239 --> 00:34:56.880
Did you really?
00:34:57.119 --> 00:34:57.679
O for three.
00:34:57.840 --> 00:34:58.719
You didn't get any right?
00:34:58.880 --> 00:35:00.480
Nothing, not even close.
00:35:00.960 --> 00:35:05.360
So the reason I say that is to me, that's what makes bourbon so much fun.
00:35:05.519 --> 00:35:07.039
And yes, see girls.
00:35:07.599 --> 00:35:21.920
There's a lot of people that they, and look, I'm not that guy, I'm well aware of where my shortcomings are, but there's a lot of people that think they know bourbon, and then all of a sudden you start really giving them the full experience and they don't know bourbon.
00:35:22.079 --> 00:35:24.559
So, with that being said, let's grab a glass.
00:35:25.039 --> 00:35:25.840
Which one is that?
00:35:26.000 --> 00:35:26.400
Do you remember?
00:35:26.559 --> 00:35:27.119
Blue Lady.
00:35:27.360 --> 00:35:28.079
At a boy.
00:35:28.719 --> 00:35:29.440
Well done.
00:35:29.679 --> 00:35:31.519
Appreciate everything you teach us.
00:35:31.679 --> 00:35:33.360
I love doing these exercises.
00:35:33.519 --> 00:35:38.960
As much as I embarrass myself, I get to learn something new, and I also get to see you nail it.
00:35:39.199 --> 00:35:41.840
So, with that being said, cheers again.
00:35:42.159 --> 00:35:43.360
Take us away.
00:35:44.239 --> 00:35:51.280
I want to cheers to everybody I said goodbye to today as we walked out because those are truly my guests.
00:35:51.440 --> 00:36:02.000
They're part of our team, they create what we build every day in the year from bottlers to labelers to front of house, bartenders, mixologists, and also distillers and blenders.
00:36:02.320 --> 00:36:06.880
Thank y'all for joining us, and when you're ready for a pour, y'all come meet us at the tree.