What happens when you combine a shared passion, New York roots, and a bold dream between two colleagues? You get Upend Gin. Join co-founders Matthew McKee and Chris Lofrese as they share their journey from finance professionals to gin distillers, representing New York with their premium spirit.
With a focus on calculated risks and entrepreneurial reflection, Matthew and Chris discuss the importance of educating bartenders, experimenting with flavours, and the critical role of packaging and branding in delivering a premium experience.
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00:00 | Introduction and background
05:05 | Taking calculated risks
11:33 | Representing New York
18:25 | Educating bartenders
30:59 | Packaging and branding
39:41| Design and budget
41:55 | Focus on quality and brand
43:02 | Future plans: building a distillery
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Hello to everyone.
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And this podcast episode is joined by
Matthew McKee and Chris LaFrice, um, two
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And this podcast episode is joined by
Matthew McKee and Chris LaFrice, um, two
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co-founders of the wonderful, amazing
up-end gin that we have had the pleasure
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of drinking and appreciating and loving.
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So welcome to you both.
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I’m super grateful for you taking some
time out to speak to us.
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Hello.
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Hi, thank you for having us.
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Yeah.
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Thank you for that lovely intro.
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For people who, I mean this is a really
easy question to start with both, but for
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For people who, I mean this is a really
easy question to start with both, but for
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people who don’t know where you’re from,
who you are other than my introduction
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just then, can you give us a flavor of who
you guys are?
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Sure, sure.
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I’ll start.
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Matt and I are, you know, two friends.
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I grew up in New York, both of us.
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I grew up in upstate New York.
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It depends where you consider upstate New
York, because the further up you get, the
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more upstate is to those people.
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more upstate is to those people.
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But I grew up in Orange County,
Middletown, New York.
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Matt and I work together.
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Matt’s from Long Island.
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Matt’s from Long Island.
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We worked together for several years and
we are New York.
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We’re trying to represent New York.
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I went to college in New York, went to
Iona as a undergrad and graduate.
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And then Matt and I found each other a few
years later working in finance.
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And we enjoyed drinking together.
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And that’s…
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That’s kind of the genesis of Upend and
we’ll get more into it, but I’ll leave it
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there for my intro and Matt can talk a
little bit about his background.
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there for my intro and Matt can talk a
little bit about his background.
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like Chris said, I grew up on Long Island,
also went to college in New York, way
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upstate, more upstate than where Chris is
from.
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upstate, more upstate than where Chris is
from.
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And yeah, we met, we were both working in
finance, sitting across from each other,
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And yeah, we met, we were both working in
finance, sitting across from each other,
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and frequently talking about different
craft spirits.
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We were drinking and trying.
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One day one of us said, oh.
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we should start our own and it’s one of
those ideas that was thrown out there
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never thinking that it would actually take
root but it did.
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That’s you. That’s you
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Next thing you know we’re talking to you
designing labels and tops.
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So were you actually drinking whilst
coming up with the idea of this new
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distillery or was this was this still in
the sober stages of the of the night?
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This is what I call, my family’s always
called it back porch talk.
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You know, it’s a couple of drinks on the
back porch.
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You come up with great ideas.
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You come up with great ideas.
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Uh, but Matt, uh, is what I would call the
dreamer of the two of us.
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And when he, you know, thinks about an
idea, he goes grand and all in and dives
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in head first.
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I’m a little bit more pragmatic about it.
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Uh, he took, uh, the lead initially.
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and kind of figure it out how we could get
into this business.
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Because neither one of us really have a
background in distilling.
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I would say the closest we have is my
grandfather was in the distribution
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business.
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And that is kind of the genesis of my
interest in the business, right?
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You know, growing up around him, he always
had the liquor paraphernalia, you know,
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mirrors on the wall, you know, different
liquor brand hats and polos and things
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like that.
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And it was always around.
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uh…
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and one of the delight right to patch it
the passages as a family as you come of
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age was the beefy remarking uh…
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is kinda like the cornerstone of our
cocktail hour uh…
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and very dry beefy martini you know where
at the point where verbose really didn’t
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even enter the house uh…
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that’s not you know and uh…
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and so that was my interest you know he
was a distributor he uh…
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and so that was my interest you know he
was a distributor he uh…
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he
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Beefeater was one of the brands he
distributed and he was talking about
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bringing it into the Hudson Valley and
going to the liquor stores and looking at
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the prices of the other gins and always
pricing Beefeater a dollar more so that it
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would be more premium than the other
brands and look better.
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So anyway going back to the background, we
didn’t have, we don’t have a farm, we
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don’t have distilling backgrounds.
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But Matt went out there and figured out
that we could do this even without that.
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And he went full in, took a little
convincing to get me on board.
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But we both were very interested in the
business and
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so kind of took off from there.
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That’s amazing.
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And in fact, that was one of my questions
that I really wanted to delve into is, I’m
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always interested in that dynamic of
leadership and entrepreneurialism and, you
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know, you’ve both had each other to lean
on effectively and you’re kind of both
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bringing, I mean, Matt being the dreamer,
you being the pragmatic person in your
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words, I’m not judging, but you know,
bringing both sides together, actually
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words, I’m not judging, but you know,
bringing both sides together, actually
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that’s a really good harmony to have when
you’re.
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when you’re pushing forward, what can feel
quite a risky move guys?
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Do you think that risk, um, you know,
throwing yourself into, I would say, you
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Do you think that risk, um, you know,
throwing yourself into, I would say, you
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know, calculated risk is something that,
you know, feeds in from that financial
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background.
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I think part of it does.
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We have an understanding of what
calculated risk is, but I think the bigger
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We have an understanding of what
calculated risk is, but I think the bigger
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aspect is that we didn’t know what we were
getting ourselves fully into.
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We didn’t understand how big the risk was.
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We didn’t understand how big the risk was.
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So if we look back at it today, knowing
what we know now, it may have been a
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different conversation.
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But I think it’s…
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an interesting map before you carry on.
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That’s a really interesting point is if
you look back to when you started maybe
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That’s a really interesting point is if
you look back to when you started maybe
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you would have thought things different.
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If you were to go back to that Matt 2018,
Chris 2018 if not before, what would you
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just warn them about?
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Well, I don’t know if there is necessarily
a warning.
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I’ll give that some thought.
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I relate it to triathlons I’ve done in the
past, right?
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And what’s I’m doing?
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If I hadn’t, if I had thought it through
before, if I knew how painful the
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If I hadn’t, if I had thought it through
before, if I knew how painful the
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experience would be, I probably wouldn’t
have done it, right?
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But if you don’t train, you just show up,
you do the race.
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You just.
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was this for this certainly would have
been something I would have never done if
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it wasn’t for Matt Right.
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It was outside of my comfort zone uh, and
that’s not like the way that I go about
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It was outside of my comfort zone uh, and
that’s not like the way that I go about
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things and matt really you know brought me
along in the early stages and uh being
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able to lean on him on the early parts and
his like You know, let’s go do this and
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head on and throw caution to the wind is
why we got into it
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Maybe that would be our warning to
ourselves if we could go back would be,
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you know, think it through a little bit
more.
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Don’t get ahead of yourself, you know,
because we probably we probably jumped
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into things, you know, a little faster
than we probably should have.
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And but I don’t like Matt says, if you
don’t do that, you probably don’t get past
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that first stage.
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Right.
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You have to kind of just dive in.
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have to jump in.
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100%.
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I guess it’s one of those like you almost,
um, you can convince yourself out of
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anything.
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Really.
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There’s always a reason not to do
something and to just lean in perhaps the
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There’s always a reason not to do
something and to just lean in perhaps the
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not knowing what’s to come and not knowing
this industry is probably the best asset
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that you had.
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Um, cause you can just like fly into it
and see what happens.
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Um, cause you can just like fly into it
and see what happens.
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Um,
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it’s the worst.
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It hurt our forecasting early on.
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It was not really on par with what you
would expect getting into the business.
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But you know, that’s part of the game.
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You learn it and we’re still green and
we’re still learning so much.
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You learn it and we’re still green and
we’re still learning so much.
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And we’re not even close to having a full
grasp of what this whole business is.
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And every day we’re picking up different
parts of it.
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It’s been a fun ride and learning curve,
picking up all these things.
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I love talking business and I like that we
have this platform here to do this with
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you today.
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Reminisce through how we went through
everything and maybe we’ll learn something
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from what we went through today.
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Pick up a little tidbit here or there from
things we might not have gone back and
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looked at.
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100% and I’m sure our listeners will too.
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100% and I’m sure our listeners will too.
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I think it’s pretty, I think already just
from these first 10 minutes where you’ve
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said that potentially you might have been
optimistic at the very beginning about
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those numbers, I’m pretty sure that 98% of
our listeners will be like, oh thank
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those numbers, I’m pretty sure that 98% of
our listeners will be like, oh thank
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goodness, yeah we did too.
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Yeah.
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Yeah, I think that’s the biggest surprise
to us, probably the difficulty, right, in
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distribution and the length of time it
takes to ramp up.
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But we’re, we’re working.
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Yeah, it’s not just good product and good
branding.
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You know, there’s so much more behind it.
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You know, we thought we’d come out with a
high quality gin and terrific packaging
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You know, we thought we’d come out with a
high quality gin and terrific packaging
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and branding and all that and be very
genuine to what we are, right?
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Because we’re not a distillery, right?
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We don’t own a distillery.
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So like getting into this business that
way allowed us to get in, but it’s also
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shaped what we’re gonna do next too.
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a little bit we can get into that later on
I think but yeah I think there’s just
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there’s so much that you get into the
business you’re like okay we have this
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great gin everyone that we’re sampling
this with loves it we designed it to how
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we wanted to drink gin right and you know
the whole concept behind Upend and trying
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to get these very
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Different flavor profiles.
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We did that with our first two and they’re
complete polar opposite types of gin And
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we were like, okay, this is this is gonna
be good people We’re gonna have like all
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these different type of people who like
our gin the pop packaging, you know
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award-winning on both ends The the stuff
that’s in the bottle on the bottle itself
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and they’re like, alright, you know, the
distributors are gonna love it Everyone’s
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gonna love it.
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We’re gonna get picked up.
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It’s gonna be great.
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And then you’re like wait, this is there’s
a grind
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and we forgot about the grind that we have
to go through, and that’s what we’re going
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and we forgot about the grind that we have
to go through, and that’s what we’re going
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through.
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Yeah, yeah.
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And I think that that’s incredibly
humbling, I think, for a lot of people out
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there who are entering and in this space,
that the achievements and successes that
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there who are entering and in this space,
that the achievements and successes that
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are being experienced across the industry
are a result not just of just design
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decisions and just a good idea.
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It’s grit, resilience.
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and some pretty savvy decision making
along the way.
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Let’s go back a little bit because I mean,
upend.
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At first, probably doesn’t mean a lot to a
lot of people, but actually when you delve
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into that story, it means a lot to a lot
of people.
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into that story, it means a lot to a lot
of people.
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00:11:51,958 –> 00:11:55,875
Can you tell us a little bit, I mean, it’s
very you, it’s the two of you coming
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together, isn’t it?
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Tell us a little bit more.
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Great.
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00:11:59,500 –> 00:12:01,500
I’m glad we get the opportunity to get
into a little bit.
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Yeah.
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00:12:02,125 –> 00:12:04,083
I mean, Upend on its face can, like you
said, you know, it may not have an
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I mean, Upend on its face can, like you
said, you know, it may not have an
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attachment to it.
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But on the simplest form, right, Matt and
I wanted to combine our backgrounds where
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we’re from and our representation of our
New York lifestyle.
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And so it’s Upstate New York, East End of
Long Island.
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So that’s on the face value.
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You know, that’s where we came up with the
name.
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But also it’s the idea of, you know,
upending people’s perception of gin in
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particular, right?
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We’ve always walked through, and even Matt
is a little guilty of this, in the early
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stages, Matt was not a huge gin fan,
right?
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00:12:46,333 –> 00:12:51,625
We would go, yeah, little secret.
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No, but he was a brown
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And that’s how we would initially spend
our time at the bar sampling different
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craft whiskeys and new brands and things
like that.
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But I started to introduce him to gin and
he was like, yeah, gin’s good.
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I love it in Negroni, him and his
grandfather, right Matt?
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I love it in Negroni, him and his
grandfather, right Matt?
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It was your dad.
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Him and his dad love sampling Negroni.
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So that was their drink to share together.
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But he was like, outside of that, gin is
just gin.
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00:13:23,208 –> 00:13:24,333
But he was like, outside of that, gin is
just gin.
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00:13:24,375 –> 00:13:28,666
And so that’s when I was like, wait, you
haven’t tried like what gin is.
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I was like, there’s a whole, you know,
there’s a whole universe of what gin could
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be.
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00:13:34,125 –> 00:13:34,291
Uh, and that’s
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00:13:34,291 –> 00:13:35,666
Uh, and that’s
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00:13:35,666 –> 00:13:38,416
out and I tried about 200 different gins.
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Yeah.
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00:13:38,875 –> 00:13:41,166
Oh, is this why this is how we’re
justifying it?
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00:13:41,166 –> 00:13:43,000
Okay, okay, I see.
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00:13:43,000 –> 00:13:45,916
Matt now has tried way more brands of gin
than I have.
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00:13:45,916 –> 00:13:53,750
I mean, there’s a picture of us early on
with, at his apartment, with this table
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full of different gins.
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And we’re just going through and sampling
and like trying to pick up, you know, what
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we like here, what we like there and kind
of like just going through.
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00:14:02,583 –> 00:14:06,166
We had these notebooks that we were taking
down all of our notes on to get our
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00:14:06,166 –> 00:14:08,333
tastings, our sample tastings and notes.
264
00:14:08,333 –> 00:14:10,250
tastings, our sample tastings and notes.
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00:14:10,250 –> 00:14:11,291
research.
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00:14:11,291 –> 00:14:12,958
Yeah, research, right?
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00:14:12,958 –> 00:14:13,625
Yeah.
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00:14:15,583 –> 00:14:20,166
And so, you know, upend is upending
perception of gin, you know, that singular
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00:14:20,166 –> 00:14:21,000
flavor profile.
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00:14:21,000 –> 00:14:23,291
It’s not that there’s so much more to it.
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00:14:23,291 –> 00:14:23,666
It’s not that there’s so much more to it.
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00:14:24,291 –> 00:14:29,541
And then, you know, as we were going
through things, we started to like really,
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00:14:29,541 –> 00:14:33,500
you know, buy into that brand message.
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00:14:33,500 –> 00:14:39,291
And almost naturally came to saying, it
was it was upend your perception of gin.
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00:14:39,291 –> 00:14:40,666
It’s not where you start.
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it’s where you end up.
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00:14:42,458 –> 00:14:45,958
And to us, that’s taken on like so much
more meaning, right?
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00:14:45,958 –> 00:14:51,333
You know, there’s so much that you could
you could look at where you start and our
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00:14:51,333 –> 00:14:56,625
business and where we were right when we
started our business, where we were in our
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previous careers and all that stuff.
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00:14:59,250 –> 00:15:06,375
And, you know, we could have just rode
along and not tested any of those waters.
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But we decided to dive into this project
and.
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00:15:10,000 –> 00:15:12,416
And we’re hoping, you know, we’re starting
small.
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We hope we end up being something that at
least for New York and specifically, you
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00:15:18,875 –> 00:15:25,458
know, the regions that we’re from, that we
represent them and can get back to them at
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00:15:25,458 –> 00:15:28,916
the end of the day, you know, and help
those local economies and things like
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00:15:28,916 –> 00:15:29,625
that.
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00:15:30,458 –> 00:15:34,708
And hope, you know, we can bring everyone
along on the ride with us as much as we
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00:15:34,708 –> 00:15:35,500
can.
290
00:15:35,500 –> 00:15:35,750
Yeah.
291
00:15:35,750 –> 00:15:36,083
love that.
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00:15:36,083 –> 00:15:39,500
I think there’s an aspiration that
everyone can call on with the, you know,
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00:15:39,500 –> 00:15:42,583
it’s not how you start, it’s how you end
up.
294
00:15:42,958 –> 00:15:44,791
And I like, I really appreciate that.
295
00:15:44,791 –> 00:15:47,041
And I like, I really appreciate that.
296
00:15:47,041 –> 00:15:52,125
But I also love how that just relates
straight back to your stories, your, your
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00:15:52,125 –> 00:15:54,583
different backgrounds and where you’ve
come from.
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00:15:54,583 –> 00:15:56,625
And that representation is, is really
important.
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00:15:56,625 –> 00:16:00,791
And it’s also what makes you unique, which
I think will be something we delve into a
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00:16:00,791 –> 00:16:01,750
little bit.
301
00:16:01,750 –> 00:16:03,125
We talked about New York.
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00:16:03,458 –> 00:16:11,458
I’m going to confess that I have not been
there yet, which is diabolical, but I was
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00:16:11,458 –> 00:16:14,208
really interested in what the gin culture
was like in New York.
304
00:16:14,208 –> 00:16:15,250
It’s I mean, it’s good.
305
00:16:15,250 –> 00:16:16,833
Matt, you visited a few places.
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00:16:16,833 –> 00:16:18,291
We visit a few places.
307
00:16:18,583 –> 00:16:23,916
I mean, there’s there’s, you know, in the
in the city, you get a lot of gin bars.
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00:16:23,916 –> 00:16:24,708
Right.
309
00:16:26,250 –> 00:16:31,583
What we’ve noticed is that is spreading a
little bit.
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00:16:31,583 –> 00:16:33,541
You know, the U.S.
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00:16:33,541 –> 00:16:35,833
is obviously a good gin market.
312
00:16:35,833 –> 00:16:39,375
New York is a good spirits market.
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00:16:40,208 –> 00:16:41,458
We’re not on.
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00:16:41,458 –> 00:16:46,916
you know, the level of London or the UK
or, I mean, really a lot of Europe in
315
00:16:46,916 –> 00:16:49,958
general, in terms of where gin is, right?
316
00:16:49,958 –> 00:16:53,625
Gin’s a very, very small part of the
market here.
317
00:16:54,458 –> 00:17:02,375
But as we’re going out there, that
mixology culture that’s really taken off
318
00:17:02,375 –> 00:17:06,458
post COVID is taking roots in some of the
really high quality bars in the rest of
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00:17:06,458 –> 00:17:10,500
post COVID is taking roots in some of the
really high quality bars in the rest of
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00:17:10,500 –> 00:17:11,333
New York.
321
00:17:11,541 –> 00:17:16,458
And if you’re into mixology, you know that
you have to have gin as part of what
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00:17:16,458 –> 00:17:17,500
you’re doing.
323
00:17:17,833 –> 00:17:23,000
Elevates a lot of cocktails that you can’t
do with just vodka and that you wouldn’t
324
00:17:23,000 –> 00:17:25,625
want to particularly use other spirits
for.
325
00:17:25,625 –> 00:17:27,583
So that’s starting to take hold.
326
00:17:27,708 –> 00:17:31,416
We have a long way to go and we hope we’re
in the early stages of that.
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00:17:31,875 –> 00:17:37,041
But that I think that you’ve seen a little
pick up because of that culture that came
328
00:17:37,041 –> 00:17:37,958
out of COVID.
329
00:17:37,958 –> 00:17:38,083
out of COVID.
330
00:17:38,708 –> 00:17:39,708
Yeah, 100%.
331
00:17:39,708 –> 00:17:43,166
I mean, I think for most businesses,
particularly businesses in this industry,
332
00:17:43,166 –> 00:17:47,541
who started in 2018 and 19, I’m really
feeling for them because they’re getting
333
00:17:47,541 –> 00:17:48,000
going.
334
00:17:48,000 –> 00:17:51,458
And then it’s like COVID.
335
00:17:52,166 –> 00:17:55,208
But when I talk to a lot of our clients or
a lot of people, you know, distillers,
336
00:17:55,208 –> 00:17:58,333
But when I talk to a lot of our clients or
a lot of people, you know, distillers,
337
00:17:58,666 –> 00:18:02,041
COVID’s kind of met them in two different
ways.
338
00:18:02,291 –> 00:18:06,750
I think it’s, of course, we’re never going
to sidestep the fact that it was a really
339
00:18:06,750 –> 00:18:08,083
significant
340
00:18:08,250 –> 00:18:13,625
era in our lifetimes and has had a
detrimental impact on a lot of people
341
00:18:13,625 –> 00:18:14,416
across the globe.
342
00:18:14,416 –> 00:18:21,333
But as you say, it has spurred this trend
of, you know what, I’m appreciating
343
00:18:21,333 –> 00:18:27,166
drinking better, drinking higher quality,
drinking more curiously, as you mentioned
344
00:18:27,166 –> 00:18:28,583
in mixology.
345
00:18:28,583 –> 00:18:31,750
How does that now sort of form a part in
your rollout?
346
00:18:31,750 –> 00:18:36,666
Are you looking to maybe educate more
bartenders about how they can use your
347
00:18:36,666 –> 00:18:37,708
gin?
348
00:18:37,708 –> 00:18:42,166
Yeah, I’ll jump in quick, but I’ll let
Matt take the tail end of that.
349
00:18:42,166 –> 00:18:45,500
Matt is a little bit better mixologist
than I am.
350
00:18:46,583 –> 00:18:50,666
As I mentioned, you know, our beef eater,
Marquinhos, were just straight gin.
351
00:18:50,666 –> 00:18:56,708
And most of the time I drank anything from
cocktail standpoint, the mixing was the
352
00:18:56,708 –> 00:18:57,541
ice.
353
00:18:57,541 –> 00:18:57,958
But I’ve learned a lot from that and my
repertoire has grown since then, and
354
00:18:57,958 –> 00:19:04,333
But I’ve learned a lot from that and my
repertoire has grown since then, and
355
00:19:04,333 –> 00:19:05,166
experimenting and introducing it to my
family.
356
00:19:05,166 –> 00:19:07,333
experimenting and introducing it to my
family.
357
00:19:07,583 –> 00:19:15,333
But, you know, one of the phrases that
we’ve used lately and we’ve kind of
358
00:19:15,333 –> 00:19:19,333
emphasized it as we’ve gone out there and
we’ve talked to people is, you know, this
359
00:19:19,333 –> 00:19:24,625
idea of, you know, drinking with care,
right, but choosing quality over quantity.
360
00:19:24,958 –> 00:19:29,791
And make the cocktail, and that’s why we
wanted to bring the premium gin to the
361
00:19:29,791 –> 00:19:30,500
market.
362
00:19:30,500 –> 00:19:34,791
You know, we want people to enjoy a high
quality cocktail, right?
363
00:19:34,791 –> 00:19:35,833
Sit there.
364
00:19:35,833 –> 00:19:37,708
sip it, enjoy it with friends.
365
00:19:37,708 –> 00:19:43,375
You know, it’s about choosing to pick
something that you can enjoy.
366
00:19:43,375 –> 00:19:46,875
And I think that’s what the younger
generation is kind of bringing to the
367
00:19:46,875 –> 00:19:47,708
table, right?
368
00:19:47,708 –> 00:19:50,416
There’s this damp lifestyle that’s out
there.
369
00:19:50,583 –> 00:19:53,666
And I think that’s the way to go, right?
370
00:19:53,750 –> 00:19:56,416
I’m behind the idea of this moderation.
371
00:19:57,375 –> 00:20:01,708
Do it in the right way and choose high
quality ingredients.
372
00:20:01,708 –> 00:20:04,125
And then I’ll let Matt talk about the…
373
00:20:05,000 –> 00:20:07,541
bartender scene and maybe how that
influenced us you can get into why we did
374
00:20:07,541 –> 00:20:09,541
bartender scene and maybe how that
influenced us you can get into why we did
375
00:20:09,541 –> 00:20:10,625
Navy strength too.
376
00:20:10,625 –> 00:20:10,708
Navy strength too.
377
00:20:11,041 –> 00:20:17,666
Yes, so a lot of the work is educating
bartenders in terms of how our gins fit
378
00:20:17,666 –> 00:20:19,166
into their repertoire.
379
00:20:21,000 –> 00:20:26,166
Like Chris said, the first iteration we
came out with was a Navy Streg.
380
00:20:27,000 –> 00:20:32,375
We wanted a high quality, high proof, high
flavor, a really bold representation of
381
00:20:32,375 –> 00:20:33,166
gin.
382
00:20:33,916 –> 00:20:38,625
It’s funny, Chris being the one to
introduce me to gin and then come around
383
00:20:38,958 –> 00:20:43,250
really wanting to design the epitome of
what gin is, right?
384
00:20:43,250 –> 00:20:45,083
Very juniper forward.
385
00:20:46,041 –> 00:20:50,208
But it’s balanced out with some really
nice worming spices and some other
386
00:20:50,208 –> 00:20:53,500
botanicals that you pick up on the finish
that we can get into a little bit.
387
00:20:53,500 –> 00:20:55,500
But it is…
388
00:20:56,125 –> 00:20:57,708
you know in part
389
00:21:00,291 –> 00:21:03,333
working with the bartender to see what
they’re trying to do.
390
00:21:03,750 –> 00:21:06,416
What do they want their cocktail list to
look like?
391
00:21:06,416 –> 00:21:08,250
What are they trying to highlight?
392
00:21:09,291 –> 00:21:13,208
And the Navy Strength gin works really
well in, say, Negroni.
393
00:21:14,333 –> 00:21:20,208
I’m a little biased towards that cocktail,
as Chris has mentioned.
394
00:21:21,333 –> 00:21:22,541
But the Sweet Tea gin, for instance, works
much better in other.
395
00:21:22,541 –> 00:21:25,583
But the Sweet Tea gin, for instance, works
much better in other.
396
00:21:26,208 –> 00:21:26,375
um…
397
00:21:26,375 –> 00:21:27,250
cocktails.
398
00:21:27,250 –> 00:21:29,291
The juniper is toned down quite a bit.
399
00:21:29,291 –> 00:21:30,958
It’s more delicate gin.
400
00:21:31,541 –> 00:21:35,750
It has matcha and green tea and chamomile
tea.
401
00:21:37,166 –> 00:21:39,541
And a lot of citrus.
402
00:21:39,541 –> 00:21:40,625
Right, but…
403
00:21:41,291 –> 00:21:44,500
it doesn’t have that bold flavor profile
that Navy Strike does.
404
00:21:44,500 –> 00:21:50,291
So the cocktails that it typically works
well in are more delicate, right?
405
00:21:50,291 –> 00:21:54,166
They don’t have those very strong liqueurs
like Campari.
406
00:21:54,166 –> 00:21:55,791
They’re typically more fruit-forward.
407
00:21:55,791 –> 00:22:02,291
Yeah, I always say that the Navy strength
is our sipping cocktail gin and the sweet
408
00:22:02,291 –> 00:22:07,416
tea is like that refreshing cocktail gin,
you know, the one they’re probably served
409
00:22:07,416 –> 00:22:12,750
in a highball, you know, something that’s
easy to drink, laid back, those types of
410
00:22:12,750 –> 00:22:17,166
cocktails and then the ones where you need
a stronger gin and want to sip on.
411
00:22:17,541 –> 00:22:18,583
I mean, I…
412
00:22:19,500 –> 00:22:20,583
No, Matthew, go.
413
00:22:20,583 –> 00:22:25,041
you know, one of our other ideas that we,
you know, when we were thinking about what
414
00:22:25,041 –> 00:22:25,583
you know, one of our other ideas that we,
you know, when we were thinking about what
415
00:22:25,583 –> 00:22:29,625
we were going to do before we came up with
Up End focusing on gin is blurring the
416
00:22:29,625 –> 00:22:32,791
lines between different categories, right?
417
00:22:32,791 –> 00:22:37,250
And I think it’s really interesting, Chris
was talking about how small the gin market
418
00:22:37,250 –> 00:22:38,291
is in the U.S.
419
00:22:38,750 –> 00:22:43,416
and I think so much of it is marketing,
right, at the spirit level because you
420
00:22:43,416 –> 00:22:46,166
have these botanical vodkas.
421
00:22:46,166 –> 00:22:52,500
And the difference between a botanical
vodka and gin is one ingredient, right?
422
00:22:53,416 –> 00:22:58,041
And it can be turned up like the Navy
strength or a Juniper forward.
423
00:22:58,041 –> 00:22:59,833
It can be turned down like the sweet tea
gin.
424
00:22:59,833 –> 00:23:03,708
And what makes it a gin versus a botanical
vodka is really just marketing at the end
425
00:23:03,708 –> 00:23:06,166
And what makes it a gin versus a botanical
vodka is really just marketing at the end
426
00:23:06,166 –> 00:23:08,333
of the day, right?
427
00:23:08,583 –> 00:23:11,375
it goes back to what you were saying
about, you know, working with bartenders
428
00:23:11,375 –> 00:23:13,833
so they understand how that mixology
creates new flavors.
429
00:23:13,833 –> 00:23:15,541
so they understand how that mixology
creates new flavors.
430
00:23:15,541 –> 00:23:18,166
But it’s, it’s also that marketing.
431
00:23:18,166 –> 00:23:22,208
When we think about marketing, we always
think, you know, social media, going to
432
00:23:22,208 –> 00:23:26,500
trade shows, getting some billboards out,
but it’s, it’s actually also about
433
00:23:26,500 –> 00:23:28,916
building brand through experience.
434
00:23:28,916 –> 00:23:35,291
And if those consumers are engaging with
your gin in a bar, that
435
00:23:35,333 –> 00:23:37,500
it’s almost that bartender is starting to
become your advocate as well.
436
00:23:37,500 –> 00:23:39,416
it’s almost that bartender is starting to
become your advocate as well.
437
00:23:39,875 –> 00:23:41,708
And we were talking to some, we were
talking to a distillery last week, who was
438
00:23:41,708 –> 00:23:44,916
And we were talking to some, we were
talking to a distillery last week, who was
439
00:23:44,916 –> 00:23:49,416
just talking about this very fact and how
some bars are now starting to use the
440
00:23:49,416 –> 00:23:52,875
bottle as a means of, because consumers
are wanting to know more.
441
00:23:52,875 –> 00:23:54,000
They want to be educated.
442
00:23:54,000 –> 00:24:00,000
They want to understand what it is that
they’re appreciating.
443
00:24:00,791 –> 00:24:01,958
Chris, you mentioned
444
00:24:01,958 –> 00:24:08,000
experimentation, albeit I think you meant
in terms of those back porch
445
00:24:08,000 –> 00:24:14,166
conversations, but those that
experimentation seems really important to
446
00:24:14,166 –> 00:24:15,250
the upend brand.
447
00:24:15,250 –> 00:24:18,166
It’s something you talk about a lot on
your website.
448
00:24:19,458 –> 00:24:22,416
And how has that influenced your choices
and releases?
449
00:24:22,416 –> 00:24:26,666
And, you know, is it influencing your next
release potentially?
450
00:24:26,708 –> 00:24:27,916
Yeah, yeah, right.
451
00:24:27,916 –> 00:24:32,958
So you’re referring to one of our
additional tagline is like experimentation
452
00:24:32,958 –> 00:24:33,583
is everything.
453
00:24:33,583 –> 00:24:36,500
So sip it, mix it, but most of all enjoy
it.
454
00:24:36,500 –> 00:24:37,041
So sip it, mix it, but most of all enjoy
it.
455
00:24:37,041 –> 00:24:37,750
Right.
456
00:24:37,791 –> 00:24:45,125
And I think that when we when we
approached the gym space, we wanted to, we
457
00:24:45,125 –> 00:24:48,125
wanted to pay homage to what
458
00:24:48,125 –> 00:24:53,916
gin was, right? And we didn’t want to
forget the history and
459
00:24:53,916 –> 00:24:57,416
everything that’s come before us and
that’s why Navy strength, you know, was
460
00:24:57,416 –> 00:25:02,416
our first iteration because for us that’s
like quintessential, you know, gin flavor
461
00:25:02,416 –> 00:25:06,625
profile, very juniper forward, you know,
going back to the British Royal Navy and
462
00:25:06,625 –> 00:25:10,958
all that stuff and we could get into the
Navy strength story but I feel like a lot
463
00:25:10,958 –> 00:25:12,250
of people know it.
464
00:25:12,458 –> 00:25:19,958
And then we wanted to do what we’ve always
talked about which is get this modern
465
00:25:19,958 –> 00:25:20,791
twist on it.
466
00:25:20,791 –> 00:25:23,375
And it’s not…
467
00:25:23,375 –> 00:25:28,583
It’s not like we’re going to reshape what
gin is, but we want to reshape what the
468
00:25:28,583 –> 00:25:31,541
consumer thinks about when they’re
thinking about gin.
469
00:25:31,666 –> 00:25:36,125
And we want them to realize that, hey,
look, you could go to our Navy strength,
470
00:25:36,125 –> 00:25:38,041
you might love it, you might hate it.
471
00:25:38,041 –> 00:25:40,416
But that doesn’t mean that you love or
hate gin.
472
00:25:40,416 –> 00:25:43,750
You know, you could go out there and try
our sweet tea and you could love our sweet
473
00:25:43,750 –> 00:25:45,958
tea and or you can hate it, right?
474
00:25:45,958 –> 00:25:49,625
Like there’s just each gin is unique.
475
00:25:49,625 –> 00:25:51,750
To me, the story is like.
476
00:25:51,916 –> 00:25:56,041
someone who says they don’t like gin, to
me is like saying you don’t like beer,
477
00:25:56,083 –> 00:25:56,791
right?
478
00:25:56,791 –> 00:25:59,500
It’s like, you probably do.
479
00:25:59,500 –> 00:26:02,125
You just haven’t tried the one that you
like, right?
480
00:26:02,125 –> 00:26:04,208
Cause you might not like IPAs.
481
00:26:04,208 –> 00:26:09,041
Sure, you don’t like the Navy strength,
but you might like, you know, one of the
482
00:26:09,041 –> 00:26:13,125
fruit beers, you know, like our sweet tea,
gin, you know, something that’s completely
483
00:26:13,125 –> 00:26:13,500
different.
484
00:26:13,500 –> 00:26:19,125
You wouldn’t recognize them as really the
same thing other than that they’re under a
485
00:26:19,125 –> 00:26:20,125
category, right?
486
00:26:20,125 –> 00:26:20,708
And
487
00:26:20,708 –> 00:26:24,041
And that’s a world that we walked into,
right?
488
00:26:24,041 –> 00:26:28,750
There’s these categories of spirits and
they’re defined and they’re out there.
489
00:26:28,958 –> 00:26:33,666
But I think to a lot of consumers, they
almost don’t matter.
490
00:26:34,250 –> 00:26:35,041
They don’t care.
491
00:26:35,041 –> 00:26:37,333
Is it a botanical vodka?
492
00:26:37,333 –> 00:26:38,958
Is it a flavored gin?
493
00:26:39,583 –> 00:26:42,375
Is it a liqueur?
494
00:26:42,416 –> 00:26:46,791
Wherever it falls, I think the consumer at
the end of the day, and this is, I think
495
00:26:46,791 –> 00:26:48,291
it’s come really out of
496
00:26:48,291 –> 00:26:48,541
it’s come really out of
497
00:26:48,541 –> 00:26:51,666
out of the COVID experience and going back
to what you’re saying where people are
498
00:26:51,666 –> 00:26:55,000
more educated, we’re finding that all the
time.
499
00:26:55,000 –> 00:26:59,000
And they’re less concerned about what
they’re being told that the spirit is and
500
00:26:59,000 –> 00:27:01,791
more concerned about how it’s made.
501
00:27:01,791 –> 00:27:03,125
Is it high quality?
502
00:27:03,125 –> 00:27:04,333
Does it taste good?
503
00:27:04,333 –> 00:27:07,708
Can it be additive to what I’m doing with
my cocktails?
504
00:27:07,708 –> 00:27:10,666
And we’re finding that from the consumer
and the bartenders.
505
00:27:10,666 –> 00:27:14,000
I think there’s a lot of bartenders out
there who have been held back a little bit
506
00:27:14,000 –> 00:27:15,583
by the places that they’re at.
507
00:27:15,583 –> 00:27:18,666
and the consumers that they’ve been
dealing with and afraid to kind of
508
00:27:18,666 –> 00:27:28,208
adventure into some more obscure cocktails
or just less utilizing mainstream menus.
509
00:27:28,541 –> 00:27:32,708
And I think the past few years has opened
the door for a lot of them to go out there
510
00:27:32,708 –> 00:27:38,125
and say, hey, you know, I know you always
come in here and you just drink this, you
511
00:27:38,125 –> 00:27:42,625
know, XYZ martini.
512
00:27:43,708 –> 00:27:45,333
let me try to make you something.
513
00:27:45,333 –> 00:27:47,583
I think you’ll like this flavor profile.
514
00:27:47,958 –> 00:27:52,500
And having a bartender that does that, and
that’s who we’re trying to find, most of
515
00:27:52,500 –> 00:27:56,333
the places that we’re at, we’ve become
very friendly with the owners and the
516
00:27:56,333 –> 00:27:56,916
bartenders.
517
00:27:56,916 –> 00:28:00,583
And they’re all about supporting local,
and they’re all about learning about the
518
00:28:00,583 –> 00:28:01,250
And they’re all about supporting local,
and they’re all about learning about the
519
00:28:01,250 –> 00:28:05,000
spirits that they put behind the bar and
taking some ownership in it.
520
00:28:05,333 –> 00:28:06,958
And that’s been huge to us.
521
00:28:07,750 –> 00:28:11,125
That’s really interesting actually,
because when we talk a lot about our
522
00:28:11,125 –> 00:28:15,458
customers, or when I ask a lot about
customers, there’s always a different
523
00:28:15,458 –> 00:28:16,541
persona.
524
00:28:16,958 –> 00:28:18,333
But it’s very rare.
525
00:28:18,458 –> 00:28:21,208
Perhaps it’s not the first thing that
people think of is actually the
526
00:28:21,208 –> 00:28:21,833
bartenders.
527
00:28:21,833 –> 00:28:28,625
They’re almost like the custodians of your
drink and a bit of an influencer, if you
528
00:28:28,625 –> 00:28:29,958
will, for how that gets rolled out in the
community.
529
00:28:29,958 –> 00:28:32,041
will, for how that gets rolled out in the
community.
530
00:28:32,041 –> 00:28:32,750
Yeah, 100%.
531
00:28:32,750 –> 00:28:38,500
It was actually a bartender in your neck
of the woods that was one of the early
532
00:28:38,500 –> 00:28:40,666
influencers of Upend.
533
00:28:41,375 –> 00:28:43,875
Yeah, it was at the American bar.
534
00:28:44,666 –> 00:28:44,958
I was in town meeting with Nood, our
branding firm, and trying different gin
535
00:28:44,958 –> 00:28:50,791
I was in town meeting with Nood, our
branding firm, and trying different gin
536
00:28:50,791 –> 00:28:54,083
cocktails at some of the top bars in
London.
537
00:28:54,583 –> 00:28:59,333
I was chatting with the bartender about
different nuances of gin and what he
538
00:28:59,333 –> 00:29:00,916
liked, what he didn’t like.
539
00:29:01,250 –> 00:29:04,541
looking for things that I could try that
weren’t available in the US and he pulled
540
00:29:04,541 –> 00:29:10,000
out a Tarkin Sea Dog and I was like, that
is good.
541
00:29:10,000 –> 00:29:11,791
out a Tarkin Sea Dog and I was like, that
is good.
542
00:29:11,791 –> 00:29:13,916
That is very good.
543
00:29:15,083 –> 00:29:16,083
So that was a big early inspiration.
544
00:29:16,083 –> 00:29:18,166
So that was a big early inspiration.
545
00:29:18,166 –> 00:29:18,541
So that was a big early inspiration.
546
00:29:18,541 –> 00:29:21,666
Yeah, I mean he told you there’s a hole
for Navy strength in his menu.
547
00:29:21,666 –> 00:29:23,625
Like he could use it, yeah.
548
00:29:23,625 –> 00:29:23,750
Like he could use it, yeah.
549
00:29:25,041 –> 00:29:29,333
and partnering with bartenders in the US
recipe development.
550
00:29:29,750 –> 00:29:34,666
It’s been, I’d say, you know, the research
and development is the most fun part of
551
00:29:34,666 –> 00:29:35,666
this job.
552
00:29:36,708 –> 00:29:41,916
It leads to some nights that are noise
damp, but you know, going back and forth
553
00:29:41,916 –> 00:29:46,583
with the bartenders, getting their input,
trying out different cocktails, it’s been
554
00:29:46,583 –> 00:29:51,416
a lot of partnership and iteration
that’s…
555
00:29:51,916 –> 00:29:52,500
That’s a lot of fun.
556
00:29:52,500 –> 00:29:54,208
That’s the experimentation.
557
00:29:54,500 –> 00:29:57,416
Yeah, and I think that’s also a result of
you guys being quite open-minded and being
558
00:29:57,416 –> 00:30:01,208
Yeah, and I think that’s also a result of
you guys being quite open-minded and being
559
00:30:01,458 –> 00:30:05,333
humble in the idea of like, we’re not
just, we’re not the experts here.
560
00:30:05,333 –> 00:30:10,833
We’re bringing some insight, but let’s get
that insight from the ground and from the
561
00:30:10,833 –> 00:30:13,833
people who are actually doing the drinking
and the people who are doing the serving.
562
00:30:13,833 –> 00:30:17,166
I think it’s a really interesting approach
that you have now almost developed your
563
00:30:17,166 –> 00:30:22,875
own network of feedback that you’re
getting in the community and beyond.
564
00:30:22,875 –> 00:30:23,958
That’s kind of cool.
565
00:30:24,583 –> 00:30:31,125
And so you put a lot of effort into the
flavor palette and creating these two very
566
00:30:31,125 –> 00:30:35,458
distinct flavor profiles for your gins.
567
00:30:35,458 –> 00:30:39,541
Obviously, the flagship one being Navy
Strength gin and Sweet Tea gin, which is
568
00:30:39,541 –> 00:30:43,583
just really intriguing to me anyway.
569
00:30:43,583 –> 00:30:46,541
I’ve never seen it before ever.
570
00:30:46,541 –> 00:30:47,750
And I like gin.
571
00:30:48,000 –> 00:30:54,208
So when you’ve put all that effort into
the flavor, how important is it to then?
572
00:30:54,250 –> 00:30:57,083
represent that flavor with your bottle.
573
00:30:57,083 –> 00:31:01,083
Do you have any thoughts?
574
00:31:01,208 –> 00:31:03,708
packaging is what gets it off the shelf,
right?
575
00:31:03,708 –> 00:31:11,041
You know, for a place that doesn’t have
its own location to drive the consumer
576
00:31:11,041 –> 00:31:15,708
demand outwards, the packaging is what
gets it off the shelf.
577
00:31:15,791 –> 00:31:17,916
And it was something that obviously we
really wanted to focus on premium and then
578
00:31:17,916 –> 00:31:22,208
And it was something that obviously we
really wanted to focus on premium and then
579
00:31:22,208 –> 00:31:24,791
making high end.
580
00:31:24,791 –> 00:31:26,583
gin, right, and high quality gin.
581
00:31:26,583 –> 00:31:32,291
And we wanted the outside of the bottle to
be a representation of what is inside and
582
00:31:32,291 –> 00:31:34,458
be part of the whole experience.
583
00:31:35,500 –> 00:31:38,958
And you mentioning, you know, that people
are starting to look at the bottle that
584
00:31:38,958 –> 00:31:42,625
they’re drinking out of a lot more and
getting the story there.
585
00:31:42,833 –> 00:31:46,625
So it’s our way of delivering our story
and it’s our way of delivering the
586
00:31:46,625 –> 00:31:50,916
experience that we hope that the consumer
will have with the gin.
587
00:31:50,916 –> 00:31:52,708
And that’s the starting point.
588
00:31:53,250 –> 00:31:54,708
Obviously
589
00:31:54,708 –> 00:32:01,750
You know, being New York and the idea of
this marriage between the history and this
590
00:32:01,750 –> 00:32:10,041
new style of gin or modern takes is
evidence in our labels, right?
591
00:32:10,041 –> 00:32:12,291
So we have our copper top label.
592
00:32:12,541 –> 00:32:16,541
That’s that’s an actual metal label.
593
00:32:17,166 –> 00:32:22,666
And then we have our patina bottom label,
you know, the up labels copper.
594
00:32:23,166 –> 00:32:25,166
Bottom label is a patina copper.
595
00:32:25,166 –> 00:32:30,291
So it’s this marriage of you know, new
copper and old copper It’s textural.
596
00:32:30,291 –> 00:32:36,166
It has like really cool feel to it And
then we brought that all the way up to the
597
00:32:36,166 –> 00:32:41,250
top, which is a full metal top You know
one that I always warn people watch your
598
00:32:41,250 –> 00:32:45,458
toes when you take it off because everyone
pulls tops off because they’re usually not
599
00:32:45,458 –> 00:32:48,958
They don’t have the weight that ours has
so I see people all the time pulling it
600
00:32:48,958 –> 00:32:51,916
off and you know They’re like, whoa, this
is heavy
601
00:32:51,916 –> 00:32:56,333
Because it’s a very weighted top and it’s
a copper bolt shaped top to be represented
602
00:32:56,333 –> 00:32:59,958
Because it’s a very weighted top and it’s
a copper bolt shaped top to be represented
603
00:32:59,958 –> 00:33:00,208
enough.
604
00:33:00,208 –> 00:33:02,666
There you go.
605
00:33:02,666 –> 00:33:02,791
There you go.
606
00:33:02,791 –> 00:33:05,708
one right here, which I mean, I personally
love.
607
00:33:05,708 –> 00:33:10,041
I took this a while ago and it just sits
on my desk.
608
00:33:10,041 –> 00:33:10,208
I took this a while ago and it just sits
on my desk.
609
00:33:14,333 –> 00:33:15,500
Just the happy feel.
610
00:33:15,500 –> 00:33:17,375
I mean, I was gonna ask you about this.
611
00:33:17,458 –> 00:33:22,625
When you talked earlier on, when you
started talking about, was it your dad or
612
00:33:22,625 –> 00:33:24,750
granddad who was the distributor?
613
00:33:26,375 –> 00:33:26,791
Your grandfather.
614
00:33:26,791 –> 00:33:27,333
Your grandfather.
615
00:33:27,333 –> 00:33:27,916
And…
616
00:33:28,416 –> 00:33:32,833
And how he was always saying that like
actually with Beefeater, it’s like there’s
617
00:33:32,833 –> 00:33:35,000
the market and then we’re the plus one.
618
00:33:35,000 –> 00:33:37,916
And that’s what premium meant at the time.
619
00:33:37,916 –> 00:33:40,000
And you knew that’s what the market you
were going after.
620
00:33:40,000 –> 00:33:44,166
I mean, of course, over time, premium has
now been built into multiple different
621
00:33:44,166 –> 00:33:45,833
segments in itself.
622
00:33:46,083 –> 00:33:49,750
But it’s interesting because
premiumization is not going anywhere.
623
00:33:50,000 –> 00:33:51,666
It’s here to stay.
624
00:33:51,833 –> 00:33:57,000
But the heavyweight feel of that stopper.
625
00:33:57,916 –> 00:34:01,541
How does that contribute to that feeling
of premium?
626
00:34:01,541 –> 00:34:02,583
You know, is it important?
627
00:34:02,583 –> 00:34:03,250
You know, is it important?
628
00:34:03,291 –> 00:34:03,833
Do we need to?
629
00:34:03,833 –> 00:34:05,291
it’s all part of the experience, right?
630
00:34:05,291 –> 00:34:07,125
You hold that bottle, it has weight to it.
631
00:34:07,125 –> 00:34:09,333
You pull that top off, it has weight to
it.
632
00:34:09,333 –> 00:34:14,208
You know, it’s setting the stage for,
okay, this is, they put work into it.
633
00:34:14,208 –> 00:34:14,416
They paid attention to what they’re doing
on the outside of this.
634
00:34:14,416 –> 00:34:17,958
They paid attention to what they’re doing
on the outside of this.
635
00:34:17,958 –> 00:34:19,958
I’m sure they paid attention to what’s on
the inside.
636
00:34:19,958 –> 00:34:22,250
And we did, you know, we did.
637
00:34:22,958 –> 00:34:25,666
Listen, we develop our spirit, right?
638
00:34:25,666 –> 00:34:30,333
Like we knew what we wanted to develop and
the taste profile we wanted in our, and
639
00:34:30,333 –> 00:34:31,458
the spirit that was in there.
640
00:34:31,458 –> 00:34:32,750
And we got there.
641
00:34:33,041 –> 00:34:38,625
And the packaging was our way of bringing
our brand story to the spirit.
642
00:34:38,625 –> 00:34:47,041
And I think the quality, I’ll let Matt
comment on it, just that weight, it
643
00:34:47,041 –> 00:34:48,041
matters.
644
00:34:48,041 –> 00:34:52,416
I think to the consumer, it matters that
you pay attention to every little detail
645
00:34:52,416 –> 00:34:53,041
that’s on it.
646
00:34:53,041 –> 00:34:53,375
that’s on it.
647
00:34:54,208 –> 00:34:59,791
100% I completely agree and I stopped you
there Chris when you were talking about
648
00:34:59,791 –> 00:35:03,708
the different elements and you were
talking about the labels and the metal
649
00:35:03,708 –> 00:35:09,208
labels and the contrast of textural and
those sorts of details matter because
650
00:35:09,208 –> 00:35:12,958
you’re going beyond looks now you’re
picking up a bottle to make the pour.
651
00:35:12,958 –> 00:35:14,416
you’re going beyond looks now you’re
picking up a bottle to make the pour.
652
00:35:14,416 –> 00:35:16,416
So every time someone’s doing that.
653
00:35:16,416 –> 00:35:16,583
there.
654
00:35:16,583 –> 00:35:22,500
I think it was the first time Signet ever
did a wrap around overlapping metal label.
655
00:35:22,500 –> 00:35:25,958
You know, it was all part of the pushing
the boundary type of thing.
656
00:35:25,958 –> 00:35:28,625
You know, I don’t the die cast top, you
know, that’s an alloy, you know, like all
657
00:35:28,625 –> 00:35:31,208
You know, I don’t the die cast top, you
know, that’s an alloy, you know, like all
658
00:35:31,208 –> 00:35:36,375
of it was testing the limits of what you
could really do for good or bad.
659
00:35:36,375 –> 00:35:39,125
You know, it’s obviously, you know.
660
00:35:39,125 –> 00:35:40,791
Another learning experience.
661
00:35:40,791 –> 00:35:42,958
there’s nothing built to make these
things, right?
662
00:35:42,958 –> 00:35:44,958
You know, like no one has the machines to
put these labels on or whatever it is.
663
00:35:44,958 –> 00:35:47,333
You know, like no one has the machines to
put these labels on or whatever it is.
664
00:35:47,333 –> 00:35:51,583
So everything, you know, takes a little
bit more effort to do it.
665
00:35:51,583 –> 00:35:53,791
But I think that’s part of it, too, you
know, gets it.
666
00:35:53,791 –> 00:35:54,708
Totally.
667
00:35:55,125 –> 00:35:56,125
Absolutely.
668
00:35:56,166 –> 00:35:57,375
Labelling thousands
669
00:35:57,375 –> 00:36:03,125
of bottles by hand and then figuring out
how to Ship them because they’re so heavy
670
00:36:03,125 –> 00:36:03,375
of bottles by hand and then figuring out
how to Ship them because they’re so heavy
671
00:36:03,375 –> 00:36:06,958
that you need reinforced cardboard to get
it to the store
672
00:36:06,958 –> 00:36:09,041
You need to think about all these things
now.
673
00:36:09,041 –> 00:36:13,333
And I think that’s what we encourage our
clients to who we, you know, we’re lucky
674
00:36:13,333 –> 00:36:18,291
to work with is that it isn’t just about
the design, albeit it starts with good
675
00:36:18,291 –> 00:36:19,250
design.
676
00:36:19,791 –> 00:36:20,708
And that’s fundamental.
677
00:36:20,708 –> 00:36:22,125
It’s about taking the next step of right.
678
00:36:22,125 –> 00:36:24,041
Is this fit for a manufacturer?
679
00:36:24,041 –> 00:36:26,791
Can this actually be created en masse?
680
00:36:26,791 –> 00:36:28,708
And sometimes that’s not the prerogative.
681
00:36:28,708 –> 00:36:30,208
You’re only creating 20.
682
00:36:30,208 –> 00:36:33,166
It could be as sophisticated and ornate as
possible.
683
00:36:33,208 –> 00:36:33,708
Yeah.
684
00:36:33,708 –> 00:36:36,041
that’s not where we’re going at up end.
685
00:36:36,041 –> 00:36:39,125
So we’re going down another route of
thinking about, right, well, how is this
686
00:36:39,125 –> 00:36:39,916
gonna travel?
687
00:36:39,916 –> 00:36:41,708
How is this gonna get to you?
688
00:36:41,708 –> 00:36:43,416
Different climates and environments.
689
00:36:43,416 –> 00:36:45,125
What’s New York like over the summer?
690
00:36:45,125 –> 00:36:46,833
I hear very hot.
691
00:36:48,208 –> 00:36:50,583
So all these things need to be considered.
692
00:36:50,666 –> 00:36:54,708
And the shape of the stopper, it’s like a
bolt, if you will.
693
00:36:54,708 –> 00:36:57,833
And the shape of the stopper, it’s like a
bolt, if you will.
694
00:36:59,083 –> 00:37:02,625
And you were saying that actually lends
itself to
695
00:37:02,666 –> 00:37:04,500
It’s quite an industrious look.
696
00:37:04,500 –> 00:37:07,416
Is it, was that specifically for a reason?
697
00:37:08,250 –> 00:37:15,625
Yeah, going after the New York industrial,
urban, bold kind of mentality and feeling.
698
00:37:15,625 –> 00:37:16,875
Yeah, going after the New York industrial,
urban, bold kind of mentality and feeling.
699
00:37:17,583 –> 00:37:19,291
That’s the nod to New York.
700
00:37:20,166 –> 00:37:22,458
And what I love about it as well is, I
mean, I guess it’s a play with words, but
701
00:37:22,458 –> 00:37:24,166
And what I love about it as well is, I
mean, I guess it’s a play with words, but
702
00:37:24,166 –> 00:37:26,500
it’s, it’s relevant either way up.
703
00:37:26,625 –> 00:37:30,708
If that makes sense, excuse the pun, which
I’ve almost actually said, so that
704
00:37:30,708 –> 00:37:34,583
rotating typeface and the details around
that.
705
00:37:35,041 –> 00:37:40,916
I mean, I, I feel like the, that the bolt
has become almost quite an iconic part of
706
00:37:40,916 –> 00:37:42,750
your, your brand, would you say?
707
00:37:42,750 –> 00:37:43,250
your, your brand, would you say?
708
00:37:43,916 –> 00:37:45,291
it’s on.
709
00:37:45,291 –> 00:37:49,875
I mean, it is like our logo at this point
and it’s representation.
710
00:37:49,875 –> 00:37:55,291
You know, and again, right, the idea that
it rotates and you can have an up end or
711
00:37:55,291 –> 00:38:02,833
end up and you know, the way we did the up
end, you know, that took a lot of thought
712
00:38:02,833 –> 00:38:07,208
to and that, you know, the branding firm
that Matt mentioned, New Brand, you know,
713
00:38:07,208 –> 00:38:12,458
helped us a lot with thinking about how we
can make this idea of
714
00:38:12,875 –> 00:38:13,416
Um…
715
00:38:15,458 –> 00:38:20,083
It’s circular, but also like you can view
it from either way, you know, and it’s
716
00:38:20,083 –> 00:38:24,666
reflective in a bar mirror and the end
looks the correct way if you’re looking at
717
00:38:24,666 –> 00:38:26,083
it in a bar mirror.
718
00:38:26,833 –> 00:38:30,791
Just a lot of thought went into all those
little pieces because we always wanted to
719
00:38:30,791 –> 00:38:36,625
have the idea that, you know, this up end
and end up and, you know, a lot of times
720
00:38:36,625 –> 00:38:41,166
when we will do newsletters out to people,
you’ll see us start sentences and then
721
00:38:41,166 –> 00:38:43,000
sentences that way and things like that.
722
00:38:43,000 –> 00:38:44,833
And we tried to play on it.
723
00:38:45,041 –> 00:38:50,083
because it’s important to us for
everything to kind of tie back to it,
724
00:38:50,083 –> 00:38:50,708
right?
725
00:38:50,708 –> 00:38:52,916
And I mean, that’s what branding is.
726
00:38:52,916 –> 00:38:59,875
And yeah, I mean, we hired a very great
team there that helped us walk through all
727
00:38:59,875 –> 00:39:02,666
those little details because I’ll tell
you, me and Matt would not have paid
728
00:39:02,666 –> 00:39:06,375
attention to all those little details if
we didn’t have a good team around us.
729
00:39:06,375 –> 00:39:08,000
attention to all those little details if
we didn’t have a good team around us.
730
00:39:08,458 –> 00:39:09,083
100%.
731
00:39:09,416 –> 00:39:13,583
And may I take this opportunity to give
them a little whoop whoop, a little shout
732
00:39:13,583 –> 00:39:19,916
out, new brand creative, our friends, and
we really appreciate working with talent
733
00:39:19,916 –> 00:39:20,500
like them.
734
00:39:20,500 –> 00:39:21,791
So let’s definitely give them the kudos
that they deserve on this bottle for sure.
735
00:39:21,791 –> 00:39:26,375
So let’s definitely give them the kudos
that they deserve on this bottle for sure.
736
00:39:27,541 –> 00:39:33,875
You, I mean, of course you had a vision,
or you, you had some ideas.
737
00:39:33,875 –> 00:39:37,791
a nude creative, turn that into something
that actually looks like something on a
738
00:39:37,791 –> 00:39:38,750
bottle.
739
00:39:40,333 –> 00:39:46,833
What came first in your mind as business
savvy entrepreneurs opening up your own
740
00:39:46,833 –> 00:39:51,625
distillery, opening up your own drinks
brand?
741
00:39:51,958 –> 00:39:53,375
What came first?
742
00:39:53,708 –> 00:40:01,041
The priority was it budget or was it
getting design and that right and then
743
00:40:01,708 –> 00:40:03,291
almost reverse engineering?
744
00:40:03,291 –> 00:40:04,708
I’m always curious.
745
00:40:05,708 –> 00:40:06,625
That’s a good question.
746
00:40:06,625 –> 00:40:07,458
All right.
747
00:40:07,458 –> 00:40:09,375
Budget didn’t come first.
748
00:40:09,375 –> 00:40:10,416
We’re still waiting on that.
749
00:40:10,416 –> 00:40:11,125
I think a little bit.
750
00:40:11,125 –> 00:40:14,166
But the I mean, the Genesis was always the
representation of our backgrounds, you
751
00:40:14,166 –> 00:40:21,916
But the I mean, the Genesis was always the
representation of our backgrounds, you
752
00:40:21,916 –> 00:40:25,083
know, trying to get us both into the
brand.
753
00:40:25,083 –> 00:40:29,625
And obviously, you know, up and kind of
came through that process.
754
00:40:30,000 –> 00:40:34,375
We had gone through several different ways
of trying to incorporate both.
755
00:40:34,375 –> 00:40:37,875
you know, upstate New York and Long
Island, things like that, and the
756
00:40:37,875 –> 00:40:40,000
representation of full New York, right?
757
00:40:40,000 –> 00:40:44,208
The idea that New York isn’t just New York
City, even though that’s, you know, a
758
00:40:44,208 –> 00:40:49,958
cultural hub and one that’s representative
worldwide, there’s so much more to the
759
00:40:49,958 –> 00:40:50,250
state.
760
00:40:50,250 –> 00:40:53,500
So it was that.
761
00:40:53,500 –> 00:40:55,250
It was our backgrounds.
762
00:40:56,208 –> 00:41:01,916
And it was really, I think, initially, the
spirit drove a lot of it, too.
763
00:41:01,916 –> 00:41:04,416
You know, we wanted to make sure that
764
00:41:04,416 –> 00:41:09,041
that we could stand behind what we were
pouring to people, regardless of what we
765
00:41:09,041 –> 00:41:12,833
were pouring it out of or how much it
costs or whatever that was.
766
00:41:13,333 –> 00:41:17,458
So, you know, first was being able to
stand behind the spirit.
767
00:41:17,583 –> 00:41:22,083
And I think then second, after we
incorporate all of us was, well, how do we
768
00:41:22,083 –> 00:41:25,458
deliver the spirit the right way to
everyone?
769
00:41:26,250 –> 00:41:29,958
And we spent a lot of our time focused on
those things.
770
00:41:30,291 –> 00:41:33,708
You know, there’s a lot of brands out
there that build themselves through.
771
00:41:34,208 –> 00:41:39,000
external marketing, spending a lot of
dollars on the marketing spend.
772
00:41:39,333 –> 00:41:45,041
We spent a lot of our time on the brand
and what’s in the bottle.
773
00:41:45,041 –> 00:41:47,458
That was our main focus at the time.
774
00:41:47,458 –> 00:41:47,500
Yeah, I think that really drove the
budget, right?
775
00:41:47,500 –> 00:41:49,916
Yeah, I think that really drove the
budget, right?
776
00:41:49,916 –> 00:41:56,041
We knew we wanted to be ultra-premium,
high-quality liquid, high-quality design
777
00:41:56,041 –> 00:41:57,833
that represents the liquid.
778
00:41:57,833 –> 00:42:01,666
And then, all right, well, what do we need
to do in order to produce that?
779
00:42:02,000 –> 00:42:03,541
Yeah, absolutely.
780
00:42:03,541 –> 00:42:06,458
And make it cost effective, um, and the
same time.
781
00:42:06,458 –> 00:42:11,333
But I I’m always curious around this
because we get the question a lot.
782
00:42:11,333 –> 00:42:17,750
Of course, um, we would, um, and you can
always tell where that’s coming from.
783
00:42:17,750 –> 00:42:20,083
It’s, you know, how much is enough.
784
00:42:20,166 –> 00:42:24,291
Um, and then there’s a, there’s a segment
of, of distillers who are approaching it
785
00:42:24,291 –> 00:42:29,208
with the, we want to, we are obviously not
going to blow every single dollar we’re a
786
00:42:29,208 –> 00:42:31,333
business, but we appreciate.
787
00:42:31,333 –> 00:42:34,458
that we have one chance at creating
something pretty special.
788
00:42:35,041 –> 00:42:40,666
And you can see the difference and you can
obviously see the successes as a result.
789
00:42:41,291 –> 00:42:46,375
So thank you for sharing that approach
that you’ve taken.
790
00:42:46,458 –> 00:42:47,958
I won’t take too much more of your time.
791
00:42:47,958 –> 00:42:50,666
I promised you that I’d let you go to your
busy lives.
792
00:42:51,625 –> 00:42:54,416
What’s the end goal for you both, for
UpEnd?
793
00:42:54,416 –> 00:42:54,500
What’s the end goal for you both, for
UpEnd?
794
00:42:55,166 –> 00:42:59,583
I think that we’re very excited about
what’s coming next for us, right?
795
00:42:59,583 –> 00:43:05,750
We’ve done this very hyper-focused launch
of our brand.
796
00:43:06,125 –> 00:43:11,666
We’ve learned a lot about where we are,
like where we place in the marketplace,
797
00:43:11,666 –> 00:43:17,791
what our consumer looks like, where we fit
behind the bar, what type of places work
798
00:43:17,791 –> 00:43:18,750
for us.
799
00:43:19,000 –> 00:43:21,458
And we’ve become very confident that.
800
00:43:21,750 –> 00:43:25,166
A lot of what we thought was going to
happen in terms of where that would end
801
00:43:25,166 –> 00:43:27,000
up, it actually did.
802
00:43:27,916 –> 00:43:32,791
And the next stages for us, we really want
to bring something back home.
803
00:43:33,375 –> 00:43:39,000
We’ve always had the idea of building out
our own distillery and having a home base
804
00:43:39,000 –> 00:43:41,208
in New York that’s ours.
805
00:43:42,166 –> 00:43:46,583
Early on we were always throwing back and
forth the idea of will we be on Long
806
00:43:46,583 –> 00:43:49,583
Island or will we be up by me in the
Hudson Valley.
807
00:43:49,625 –> 00:43:54,541
And we’ve really found a really good home
here in the Hudson Valley.
808
00:43:54,833 –> 00:44:00,625
I moved back here a little Almost two
years ago after I mean not that I was far
809
00:44:00,625 –> 00:44:00,833
away.
810
00:44:00,833 –> 00:44:09,041
It was on the other side of the river But
I came back I came back home And and I
811
00:44:09,041 –> 00:44:11,041
think we want to bring a distillery to
this area.
812
00:44:11,041 –> 00:44:11,750
So then the next step for us is that We’re
very early on in it Hopefully the
813
00:44:11,750 –> 00:44:16,958
So then the next step for us is that We’re
very early on in it Hopefully the
814
00:44:16,958 –> 00:44:17,916
So then the next step for us is that We’re
very early on in it Hopefully the
815
00:44:17,916 –> 00:44:19,250
anticipation
816
00:44:20,583 –> 00:44:24,041
uh has well we’ll have time to build for
sure hopefully it doesn’t have too much
817
00:44:24,041 –> 00:44:28,541
time to build from this point forward uh
but we’re gonna we’re gonna bring in our
818
00:44:28,541 –> 00:44:33,291
own distillery which will allow us to
really deliver everything the way we want
819
00:44:33,291 –> 00:44:41,125
to um have experiences in the tasting room
where people can try different iterations
820
00:44:41,125 –> 00:44:45,458
right we want to start expanding our brand
uh obviously
821
00:44:45,458 –> 00:44:48,416
gin we always had this idea of going
822
00:44:48,416 –> 00:44:53,750
through different flavor profiles and
hitting the different parts of the wheel.
823
00:44:53,750 –> 00:45:00,583
Our flavors are meant to be bold,
relatable, identifiable.
824
00:45:00,875 –> 00:45:02,875
We don’t try to overcomplicate them.
825
00:45:02,875 –> 00:45:07,375
You know, the sweet tea gin, you know, we
named it that because we thought that
826
00:45:07,375 –> 00:45:12,541
sweet tea gin will help bring in people
who may not normally try gin and it has,
827
00:45:13,250 –> 00:45:16,125
but it’s also very straightforward of
what’s in there, right?
828
00:45:16,125 –> 00:45:17,916
It’s tea and it has a sweetness.
829
00:45:18,125 –> 00:45:20,958
Our Navy strength is strong, right?
830
00:45:21,333 –> 00:45:27,375
We want to hit some other areas of that
gin wheel and then we want to experiment
831
00:45:27,375 –> 00:45:28,708
with other things.
832
00:45:29,125 –> 00:45:34,500
We do see other spirits coming out of our
distillery when we finally get there and
833
00:45:34,500 –> 00:45:37,833
we want people, we kind of want to build
the home, right?
834
00:45:38,000 –> 00:45:44,041
Hudson Valley, we want people to be here
and be proud of it and can represent the
835
00:45:44,041 –> 00:45:44,583
area and then have that be the way that we
grow.
836
00:45:44,583 –> 00:45:47,041
area and then have that be the way that we
grow.
837
00:45:47,958 –> 00:45:50,791
Wow, you’ve got me excited.
838
00:45:50,791 –> 00:45:55,708
And I saw, as soon as you said, we’ll
branch out potentially into other spirits.
839
00:45:55,708 –> 00:46:00,208
I definitely saw an eyebrow raised with
Matthew being like, yeah, we are, yeah, we
840
00:46:00,208 –> 00:46:00,875
are.
841
00:46:01,625 –> 00:46:06,708
Going back to the roots where we’ll start
some more market research, of course.
842
00:46:08,500 –> 00:46:10,708
I think that sounds really brilliant.
843
00:46:11,041 –> 00:46:12,625
I think you’ve done it right.
844
00:46:12,625 –> 00:46:14,083
Um, 2018, you’re right.
845
00:46:14,083 –> 00:46:14,250
You’re not a hugely like a long heritage
brand.
846
00:46:14,250 –> 00:46:17,750
You’re not a hugely like a long heritage
brand.
847
00:46:17,750 –> 00:46:19,916
You’re still in that beginning stages.
848
00:46:20,000 –> 00:46:22,541
Um, you’ve proven concept and if things
are.
849
00:46:22,541 –> 00:46:23,458
Um, you’ve proven concept and if things
are.
850
00:46:23,458 –> 00:46:25,875
2020 was when our spirit hit the market.
851
00:46:25,875 –> 00:46:26,708
Yeah.
852
00:46:26,708 –> 00:46:28,291
2018 was laying the ground work
853
00:46:28,291 –> 00:46:29,083
When you guys.
854
00:46:29,083 –> 00:46:29,791
Yeah.
855
00:46:29,791 –> 00:46:32,916
August 2020 is the first time we hit the
door or the floor and running.
856
00:46:32,916 –> 00:46:34,500
August 2020 is the first time we hit the
door or the floor and running.
857
00:46:34,500 –> 00:46:39,166
And that luckily we were in the tail end
of 2020 because the early end was, would
858
00:46:39,166 –> 00:46:40,958
have been devastating.
859
00:46:41,208 –> 00:46:42,041
Yeah.
860
00:46:42,041 –> 00:46:42,625
100%.
861
00:46:42,875 –> 00:46:47,833
And actually, I think we’re seeing a long
tail effect of that in the industry.
862
00:46:48,041 –> 00:46:55,958
I think we’re 2023 was tough, like,
generally across the board.
863
00:46:55,958 –> 00:46:59,625
I think those that are particularly
premium have shown that resilience.
864
00:46:59,625 –> 00:47:06,041
And I think that’s a nod to why that
strategy is so important to drinks, not
865
00:47:06,041 –> 00:47:08,375
only because we’ve put so much effort into
the flavour.
866
00:47:08,375 –> 00:47:09,416
Why not?
867
00:47:09,958 –> 00:47:16,666
but we really need to convince the
consumers to really understand why it’s
868
00:47:16,666 –> 00:47:19,875
worth the investment and that something’s
coming in.
869
00:47:19,875 –> 00:47:22,458
listen, there’s a lot of good distilleries
in this area too.
870
00:47:22,458 –> 00:47:28,250
And we hope that, you know, we can be part
of growing the recognition for the whole
871
00:47:28,250 –> 00:47:28,500
area.
872
00:47:28,500 –> 00:47:31,375
Cause there’s, there’s some good
distilleries, good distillers in this area
873
00:47:31,375 –> 00:47:37,500
that, some of them only really distribute
things out of their, their distillery
874
00:47:37,500 –> 00:47:38,500
itself.
875
00:47:38,666 –> 00:47:43,208
But they put out good product and we hope
that, you know, we can be part of that,
876
00:47:43,208 –> 00:47:46,291
get a good distillery tour going through
this area.
877
00:47:46,875 –> 00:47:48,500
I think that helps everyone.
878
00:47:49,041 –> 00:47:49,708
100%.
879
00:47:50,208 –> 00:47:52,041
I completely agree.
880
00:47:52,041 –> 00:47:57,875
I think it’s again, going back to that
experience and community is important, I
881
00:47:57,875 –> 00:47:58,666
think.
882
00:47:59,625 –> 00:48:03,333
There’s no point us all being in silos and
reinventing the wheel.
883
00:48:03,333 –> 00:48:04,916
There’s a lot to be appreciated.
884
00:48:04,916 –> 00:48:07,583
And as you said, gin is a spectrum.
885
00:48:07,583 –> 00:48:11,208
It’s not something that needs necessarily
to be protected.
886
00:48:11,208 –> 00:48:13,583
Actually, there’s a lot to offer in this
space.
887
00:48:13,583 –> 00:48:17,958
And luckily from looking at some of the
predictive data of how this market is
888
00:48:17,958 –> 00:48:18,875
growing.
889
00:48:18,875 –> 00:48:23,791
that’s lending itself quite well for gin
based on some predictive data.
890
00:48:23,791 –> 00:48:28,916
So I think it’s meant to grow globally at
a 37% growth rate.
891
00:48:28,958 –> 00:48:34,291
Having 2023 being a bit of a slower year
than we’d like, I think this is really
892
00:48:34,291 –> 00:48:36,166
promising for your plans going forward.
893
00:48:36,166 –> 00:48:36,958
promising for your plans going forward.
894
00:48:37,416 –> 00:48:38,041
One last question.
895
00:48:38,041 –> 00:48:44,333
have multiple bottles of gin on their
shelf because they all have a place, you
896
00:48:44,333 –> 00:48:47,875
know, and a style that you should be
looking for, right?
897
00:48:47,875 –> 00:48:50,833
You don’t have, you know, just one bottle
of whiskey, right?
898
00:48:50,833 –> 00:48:52,125
You have multiple.
899
00:48:52,416 –> 00:48:55,416
I think you can have multiple bottles of
gin on there and they all do different
900
00:48:55,416 –> 00:48:56,416
things for you.
901
00:48:56,750 –> 00:48:57,291
100%.
902
00:48:57,583 –> 00:49:01,875
I don’t know if we can justify getting
bigger houses and the extra bedroom to fit
903
00:49:01,875 –> 00:49:03,458
all those bottles in.
904
00:49:03,625 –> 00:49:08,625
But for me, it’s funny because the bottles
are so beautiful that there’s probably
905
00:49:08,625 –> 00:49:12,875
like loads of bottles in my living room
that are just about to be finished, but I
906
00:49:12,875 –> 00:49:17,708
just can’t quite bring myself to have that
last shot.
907
00:49:18,041 –> 00:49:18,958
Yes.
908
00:49:19,583 –> 00:49:20,708
One last question.
909
00:49:20,708 –> 00:49:22,416
You’ve mentioned a lot of words.
910
00:49:22,416 –> 00:49:26,666
If you were to sum up upend in one word or
phrase,
911
00:49:26,791 –> 00:49:30,958
Before you go, for each of you, what would
that be?
912
00:49:30,958 –> 00:49:33,041
You want to go first, Matt?
913
00:49:33,041 –> 00:49:33,166
You want to go first, Matt?
914
00:49:33,166 –> 00:49:35,083
experimentation.
915
00:49:36,083 –> 00:49:37,125
Yeah, 100%.
916
00:49:37,125 –> 00:49:39,458
That definitely comes through.
917
00:49:39,458 –> 00:49:40,208
Chris?
918
00:49:40,958 –> 00:49:55,458
I mean we could be really simple and use
up end but I think bold is definitely one
919
00:49:55,458 –> 00:49:57,875
that is meaningful to us.
920
00:49:57,875 –> 00:50:02,291
It was what we wanted to have bold, unique
flavor profiles.
921
00:50:02,291 –> 00:50:08,333
So I think bold really stands out and I’m
going to give myself a bonus word and
922
00:50:08,333 –> 00:50:09,333
relatable.
923
00:50:10,000 –> 00:50:15,250
We want to turn off that idea that, you
know, gin can be unapproachable for some
924
00:50:15,250 –> 00:50:19,875
people and that brand sometimes can be
unapproachable, right?
925
00:50:20,291 –> 00:50:26,958
Even though our style is premium and bold,
we want it to be relatable as well.
926
00:50:26,958 –> 00:50:28,458
People will be able to identify it and
experience it with us.
927
00:50:28,458 –> 00:50:32,208
People will be able to identify it and
experience it with us.
928
00:50:32,208 –> 00:50:32,833
Yeah.
929
00:50:32,833 –> 00:50:37,250
Matt and Chris, it has been an absolute
pleasure to have spent the last 40 minutes
930
00:50:37,250 –> 00:50:42,375
with you, understanding UpEnd a little bit
more, being able to talk a little bit more
931
00:50:42,375 –> 00:50:44,333
about your plans and what you’re bringing
to the table.
932
00:50:44,333 –> 00:50:47,791
And I think it’s just really exciting
what’s happening in New York State,
933
00:50:47,791 –> 00:50:50,208
And I think it’s just really exciting
what’s happening in New York State,
934
00:50:50,208 –> 00:50:55,958
communities, distillers, it’s really
putting a stamp on things and I appreciate
935
00:50:55,958 –> 00:51:00,125
and am grateful for the representation
you’re bringing through your brand at
936
00:51:00,125 –> 00:51:00,958
UpEnd.
937
00:51:01,041 –> 00:51:06,000
Um, can we promise please to maybe
reconnect in a year’s time?
938
00:51:06,000 –> 00:51:07,250
See how things are going.
939
00:51:07,250 –> 00:51:07,416
See how things are going.
940
00:51:07,666 –> 00:51:08,791
Yeah, let’s do it.
941
00:51:08,791 –> 00:51:09,833
Yeah, thank you for this.
942
00:51:09,833 –> 00:51:11,333
We appreciate the time you’ve given us to
talk about our brand.
943
00:51:11,333 –> 00:51:14,666
We appreciate the time you’ve given us to
talk about our brand.
944
00:51:14,666 –> 00:51:17,125
It would take all day long if you gave it
to us.
945
00:51:17,125 –> 00:51:17,500
So.
946
00:51:17,500 –> 00:51:18,250
So.
947
00:51:18,250 –> 00:51:18,750
Yeah.
948
00:51:18,750 –> 00:51:20,916
Same, but we don’t.
949
00:51:21,541 –> 00:51:23,166
Really a real pleasure.
950
00:51:23,416 –> 00:51:25,875
We will definitely keep in touch and thank
you again, really grateful.
951
00:51:25,875 –> 00:51:29,125
We will definitely keep in touch and thank
you again, really grateful.
952
00:51:29,125 –> 00:51:30,375
Great, thank you.
We’d love to find out more about your product or brand and we’d be delighted to arrange a consultation to discuss your product embellishment needs – simply fill in the form and we’ll be in touch.
Alternatively, give us a call on 01733 396080
