FULL SEND PODCAST - Happy Dad Podcast | Ep. 168

Episode Date: September 25, 2025

Presented by Happy Dad Hard Seltzer. Find Happy Dad near you http://happydad.com/find (21+ only). Video is available on http://youtube.com/fullsendpodcast/videos. Follow Nelk Boys on Instagram http://instagram.com/nelkboys. Part of the Shots Podcast Network (shots.com). You can listen to the audio version of this podcast on Spotify, Apple Podcasts & anywhere you listen to podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

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today with my partners John and Sam Shihadi into the business of Happy Dad, number four Seltzer in the nation before we get into it. Football season is well underway right now and prize picks is the best way to watch football and win cash. And almost every week prize picks has what's called max discounts. You throw it in your pick and it just boosts your entire shit. This week it's Jalen Hertz point five more. Obviously he's going to get that. It's a max discount. So here's my lineup for this Sunday. And again, I just throw Jalen Hertz into that, boost the entire thing, take advantage of that. Also, prize picks has a sweet new feature where you guys can just follow me on the app. I got at Kyle. You guys can just tail my pick straight from

there. So make sure you guys go to the prize fix app, follow me at Kyle. Another sweet deal, code nelk, take advantage of this. If you put in just $5 with code nelk, you're going to get $50 for free with your lineup. Take advantage of code nelk. That's for you guys. Download the prize picks app use code nelk let's get into the podcast all right guys we have a very cool different special episode of the full send podcast today today i'm here with my two amazing partners we have samie shahidi the CEO of happy dad the best CEO in the fucking game guys an absolute robot and we have the president of happy dad and full send john shahidi we thought it'd be really cool to just kind of recap the last four years of how we built happy dad as a business uh go through some

cool moments and talk about some inside info on the business and just stuff that you guys don't really see or probably haven't heard about. So I think this is going to be a really cool episode. Yeah, I like it. Can you guys believe it's been four years? No. Not at all. It feels like, I mean, it sounds cliche, but it feels like yesterday.

It does. Just to start it off here, I mean, we have some stats here. And honestly, every time I read these, I can't even believe it. We've sold 224 million cans in the last. four years with a number four seltzer in the USA which is all behind big alcohol brands like White Claw truly and Topa Chico who are owned like by big brands like Coca Cola and stuff we're nationwide in Canada we're even selling in Northwest Territory in Yukon and everywhere we're everywhere in Canada everywhere none of it

too yeah we got to make a trip up to none of it in LCBO are we the number one so our grape launched recently so we're the number one innovation on grape on a four 73. We're the number one innovation on T because we just launched that. Our fruit punch 473 there is absolutely crushing it. Our variety pack is we've only been in the LCBO for one year. Wow. Yeah. Eighty-eight employees in the USA, 30 employees in Canada, six vice president, seven directors, 10 chain managers that handle us in Walmart. We're in over 3,000 Walmarts. so there's so many other stats too there's some crazy anything else that that's like crazy sammy we're number four in a nation right now but we're on pace to be number three so um that's a big one we actually

just hit number three in north carolina which is a great indicator of like we're going the right way um especially in the seltzer business i mean like you said there's white claws number one truly's number two white claws owned by marking anthony so mike's hard lemonade came and jack white claw which is a beast he's owned by Boston Beer Boston Beer so you got Sam Mams Twisted Tea you know and truly within that world

and the third one is Topo Chico which is Coca Cola but it's a partnership with Molson Coors so Coors Light Coors Banquet so we're pretty much number four behind three massive big dogs we're independent I mean we have some investors but the whole company is ran

by us and it's always been and it's been it's been so it's very different right like nobody in independent businesses has ran a company like what we've done but um that's crazy you know going from just us and you know Joe Butow and our friends that we've probably people have seen in like the documentaries to figuring this out and alcohol is hard man it's one of those things where you have government laws from Canada to the states and you have to follow very strict guidelines and um and for us to hire an incredible team from zero to

numbers insane that's one thing uh people always find fascinating i find when i tell people in public is all the marketing regulations that come with the alcohol space like obviously if you guys don't know there's a whole fucking list of things that you can't do when marketing alcohol you obviously can't associate it with health or it being healthy in any way i mean there's underage obviously there's uh the big thing people find fascinating is you're not allowed to to shit on another alcohol brand. Yeah. So in another space like if it's the energy drink space

you can say like fuck ghost energy or some shit. Ghost energy made me throw up the other day so fuck ghost energy. You can't say that if you in the alcohol space you can't say fuck but what you can do is compare right you can't say one of our competitors

tastes like shit stop drinking it it's horrible but you could go and compare the facts. Like we could compare our hard ice tea to twist the tea, the nutritional side of the can, right? You could say, these are the facts. You know, we are one gram of sugar. They are in their, their tall one, which is most of their sales, 24 to 28 grams, somewhere

between there. You know, you could compare the facts and say, like, we're better for you. We might not be a sweet, which has kind of been the feedback with tea. It's not a sweet, but no shit. We're one gram of sugar. You know, the world is, and that's a. also a big success of Happy Dad is the trend of everyone says alcohol sales are down and the fact is alcohol sales are back to normal before COVID is where we're at now. COVID spiked up

alcohol sales like crazy made everyone alcoholics yeah COVID you were able to order a margarita off DoorDash and have it at your house you know I mean like people are drinking outdoors and all that that that's stopped right so people are back to normal people are back into health they post-COVID yourself as well, TNM, all that stuff is successful right now because of everyone wants to get healthy. So, even though Happy Dad, we're not marketing as a healthier drink, but people know, like, they know, I don't want 24 to 28 grams of sugar in a can. I want one gram of sugar. I just want a slight buzz. You know, those are facts that you can state that, you know, this is, you know, we are a better for you product. And more people are pre-gaming

now than ever. So bars and restaurants are seeing people showing up later. Pre-games are up 15%. Yeah, pre-games are up 180%. You know, it's, uh, it, and it's what it is because obviously, you know, people like, their, their pockets are much lighter now, right? Yeah, you can pre-game and post-game. Let's see, you guys, go off the Snapchat. Definitely post-game.

Yeah, yeah, is that what happened last night? Is that what happened last night? No, not last night. But, uh, so the pre-gaming is a big thing because obviously cost of living has gone up and, you know, alcohol prices have gone up for a lot of other people. We try to keep our price down real quick. you know Steinie's going to hit me with like, yo, was that shade? Yeah, right?

100%. Yeah. What's happening now is like you have people coming in showing up to bars at midnight because they pre-game hard. So they're buying 12 packs of Happy Dads or anything else at their place. And then they go to the bars and spend, you know, a couple hours there and not spend as much money. There's that, that's a change in alcohol, though.

But going back to the marketing thing, you know, NELC and all of us in our history and everything, we came from internet social media right so we had no really censorship we always had it we did wild stuff to promote whatever video we had so i think it was like kind of a culture shock for us to now have to follow laws and rules and everything but also keep our brand authentic which seemed like a hard thing but it was really just all of us being in line of what's the right thing to do and what's you know what not to do right so i think it's pretty impressive like just now to the game like you know when there's a post or a video that is you're like someone sending it like originally we used to just really review these things now it's second nature on what not to do

yeah yeah it's become a no-brainer it was tough at first to learn it's tough you know because especially coming from the knelk background i mean i think that's one of the reasons why you know happy dad flew off the shelves at the beginning or there was a you know just the fucking big enthusiasm for it was because we were the rule breakers. We're also learning it with nicotine is, you know, these rules are also in place for the right reasons, right? Like underage drinking, of course, you don't want anyone under 21 drinking,

you know, excessive drinking. You don't want to encourage those who actually have drinking problems, which is a big world out there that we respect. I think the alcohol rules actually makes it easier. Yeah. Because it's like very strict. I mean, strict's a tough word to say, but it's very specific yeah what we deal with all the time because people like man i can't believe

you got you know deal with whatever there's rules with like distributors and all that i'm like yeah but we have a playbook and you just follow that you know there's not i'd rather do that than being a business that hard yeah yeah just one only one i wish is if you could just publicly shit on other brands yeah probably yeah we all do that'd be funing on themselves though when you realize you know it's 24 grams of sugar they just end up shitting on themselves right like you know when you realize you know you're on a you know clean diet and you know you're drinking that super heavy beer and you feel like shit they end up shitting on themselves people know like you know I want to get in shape I'm not drinking a heavy beer I'm not drinking a seltzer or a tea with 24

28 grams of sugar you know I'm not getting super fucked up with this extra hard drink or this hard liquor so I don't wake up in the morning go to the gym or I look shit on the on Instagram whatever it is you know I mean like they end up you know the world is also changing where it takes time it's not an overnight thing for us to just make one video about it but the world is waking up as well let's talk about um how like me and knelk and all the guys and you guys became partners what were you guys doing like the last you know five years before um before we met you know sam and i we got into the youtube business in 2009 like a long time ago like way before you the word YouTubers was a verb before Instagram was created before Instagram was created back at that time the only social networks that were for public figures were YouTube and Twitter because even Facebook was around but was super private in 2009 yeah so from 2009 to this day we've been in the YouTube business now we've worked with all types of people mate Floyd Mayweather Mike Tyson you

St. Bolt, Cristiano Ronaldo. Then obviously, you know, Beaver got involved with the company and, and invested in 2012. You know, then we worked with, you know, we were working with Vine Creators at the time. And that's when you saw Bieber doing a lot of content with Vine Creators because we wanted, we believe Vine Creators could become YouTubers. So we just wanted to make them household names, which we did. And Bieber would collaborate with them with the Anwar Jabalis, Rudy Mancuso, Lele Ponds, King Batch, Jake Paul, Logan, Paul, Jake and Logan actually lived two doors down from me. So they would just always come over, hang out, whatever. And we've always, so we've, if you've noticed like all the people I named all types of personalities that we dealt with. And, you know,

what we were also, when you're dealing with that personality, it also, with all types of personalities, it gets a little bit old after a while. So when we met you, which we could talk more detail about, because I think that's a really great story is we also said well one we love milk we were fans of milk you got put onto us right you put John on it first right Sam would send me TikToks all the time yeah you guys popped

up during like specifically a little bit before COVID and then actually I think I was at the party where you guys did the prank at Coachella like letting people in and obviously I heard about you guys and we knew banks for a while too and everything you were at the at his house and

but long story short was one thing that you guys did different than I've never seen any YouTuber, creator, artist, or anybody do was you guys were so proud of marketing your products, which was a full send brand. Every video was, boys, we got this drop, we got this drop coming. You, Jesse, Steve, absolutely nailed it.

Like, there was nobody in the world that knew how to plug your brand in the right way, and also deliver great stuff and it was cool and you made it cool and wearing your brand was awesome and i was like man these guys nailed it so going back to those personalities and getting tired is my brother and i at one point we're like what if we put the work that we did to make a lot of these people household names or bring them back right like like we were really we were responsible for bringing you know we worked with mike and mike tyson and his wife on like rebranding mike in 2009,

2011 to funny Mike Tyson. And, you know, to this day now, he's like, you know, his, you know, I mean, now, yeah, funny Mike Tyson is a thing, right? He starts a video does something, yeah, you know, anything he says goes viral. That's funny. But what we said is what if we treated the creators and put all that effort into a creator instead of into a creator into a brand and treated a brand like an influencer? So, you know, that's where.

the exception of happy dad came yeah and then i'm on my end basically obviously you guys know i mean we've we were reping alcohol in our videos all the time um when i saw that we really had influence um was we started drinking corona obviously and i think me and manager drew actually came up with the term in like one of our friends basements in canada my friend tristan and we just started calling it rona season and we started saying that in videos rona season rona season and corona was always typically a drink for like older people you didn't see 20 year olds or college kids drinking corona it was more of like you know my dad would drink it and they marketed to seniors on the beach so we start saying rona season and then you know we'd do a

merch drop and sell rona season shirts and we'd sell 20,000 and we sold 20,000 and 24 hours and I'm like holy shit 20,000 units 20,000 units in 24 hours we and I was like that's when I realized I was like hey we have a real influence here and then I start pulling up to frats and I see all the kids they have coronas and they're giving me coronas and i'm like all right you know we have real influence here we tried to get a deal with corona we were obviously way too crazy now i know why they could never touch us yeah but that was a blessing but you know we'd get off touch you back then now touch you back then now it's course yeah now we're grown up i'm not 21 like so different people would approach us and say hey like you know we want to starting this alcohol we want to give you

20% this and that and I was like you know I feel like we just have a big big influence yeah so basically after that point I was like I want to start our own alcohol brand and then I met the shahidi's you had been pitched a lot of different alcohols that tastes like shit too right yeah people like came to our house and they said here's our pre-existing alcohol we're starting it soon um you know take 20% of it but I would try it and be like yo this is I remember I had one of those. I forgot the guy's name. And I don't even want to shit on them anyways,

because it's irrelevant. But I remember I posted a picture of our dinner and that guy had followed me. And he was like, hey, I've been actually trying to pitch milk on this alcohol. He's like, can I send it to you? Can you get it? I can't get a hold of Kyle.

Can you send it? And I was like, if you can't get a hold of Kyle, then you must have sucked. But sure, send it to me. He sent that shit to my house. I was nauseous. Like, I had to take like four peptobismols. Like, I was so sick.

And that's what I told him. I was like bro, this is an opportunity of a lifetime, but it's got to be done right. Like, it can't be. NELC fans or any creator, any celebrity fan will try things once. But that's about it. Will they come back? We got to crush it. And he's like, well, we should call Joe Butow because going back way before 2009,

bro, one reason why we got into the YouTube business, we had created a tequila with the boothouse. And this tequila was a 10 out of 10, but we had no marketing. Like, you know, people, you know, we got into a couple stores and they're like, all right, well, what are you doing for marketing? Are you buying radio ads? Are you buying billboards? This and that. I'm like, no, that costs a lot of money. We're not doing the traditional stuff. Like, and then one of the reasons why we actually created the YouTube network was to eventually get the eyeballs to build brands. That's been our model since 2009. Now, it took to 2020 for us to find the right product, but we stuck with it. But that was the one big thing. And I think that's a big message for all creators is like, just because you've got a big. fan base don't just sell garbage figure out a product because people will buy this once but are they going to go back go through it the weekend for the weekend and go back to next weekend buy another 12 bag by another 12 bag I think no one was coming to us too with a good product so we just said like listen let's let's make something that you know we were drinking seltzers at that time that was a time when I you know kind of started drinking selters because

me and Steve were working out and we're trying to watch the barrels a little bit so we were drinking seltzers and then you know we were drinking other other ones and we thought that they could be a little better so we kind of just teamed up and we started from scratch and we said let's spend the next I think it ended up taking like a year and a half yeah of taste testing and let's just make the best product we possibly can and let's make something that we like yeah because we were passionate drinkers and we said you know what if we like it I think that all our fans are going to like it as well and that's what we say set out to do. So there's a couple things to that. One was, I remember watching your NELC videos

and you're like, we don't have a manager. We don't believe in this. And I was like the perfect time because my brother and I were like, we actually want to find a partner. We're going to go in and have a partner. So that was one piece. That was big. But then the other side was from our experience, because we were on the other side of doing deals for like brands would come up to our talent and say, hey, we want to do a deal or whatever. And when their sales were not doing well, they're like, can you get them post more? I'm like, well, this is the thing. You can't make that our talent, the face of your brand when the product's not great. You have to make the brand bigger. And then the talent should just help it, but it shouldn't be it, right? And I think when we all

talked, we were like, you know, let's not, this is not milk boy's seltzer. This is a full send seltzer. Let's make a name bigger than that. But more importantly, what was happening, I remember was people were like, hey, we made this. You could have some. So you don't own that art, right? That's not your recipe. we were like from day one we got to own every single piece of this and own that journey so nobody could slow us down with any decision or anything so during that process was pretty cool though because we all went from we didn't come up with you and say hey here's a new flavor we had those taste tests right and you're i think you were like in alabama we would ship it to you back hey let's taste

this it needs to be a little sweeter i think we were in tampa one time yeah oh yeah it was the key i think it was the key west we were doing a taste test and a week later we flew out to air force if you see it in the documentary too. Yeah, that's right. We were like traveling. How many revisions did we go through? Like five or six? Yeah.

But we were always on sync though, right? Like it wasn't like, well, I think like... We all have similar palettes. We all had a similar palace. And I think it was cool that none of us had experience in alcohol because we had a great flavor house that's been with us since day one. We get flavor house all the time that like tried to pitch us. And I'm like, this is our guy.

And he knows exactly how we think or how we want things. and but it was cool because it's really easy to overthink and get very scientific and technical and flavors and we were just all sitting there and be like can you make a little sweeter it has an after taste what's that metallic aftertaste we got rid of that that's our competitors have this weird taste in the back that sits where we don't have that right and that was because we kept saying it tastes kind of like those other guys and we went through this whole process which sometimes when you don't know anything is actually a good thing right because you just kind of this you're not you're not stubborn you're just kind of you're just like I just don't like it

now we could go to a pH level or whatever but I think the story though like even to continue and going through like we got the flavor right and then the name you know we we were like we have to be bigger than the Nelk fan base we have to be bigger than the YouTube fan base that was always like obviously one of my goals just from even thinking about it was this is not a Nelk thing this is not a full send thing um you know we didn't want to call it we were thinking of calling it full send selzer at the beginning but then yeah and then i was like you know what full send's great it's big but we want to create something new and you know just promote it to to our fans and yeah when we came up with the name happy dad i think everyone loved it we wanted to think of

something that was just you know for everyone if you remember we were thinking not just bigger than elk and applies to everyone we're also thinking like golf and golf something like happy gil we had like Happy Gilmore mood boards or like what was the drink in there and something I could drink with my dad too in like the garage in Canada like that's cool like think about how many dads are wearing Happy Dad merch now and just like like getting dabbed up the brilliancy of that now that I think about it was going back to like Wiles was also excited to do a hard seltzer with milk versus like a heart seltzer with like say like Alex Cooper or any other female was you know the biggest one of the biggest things that we have done is we brought the seltzer

category is a massive category but it's very competitive we brought a new profile person into that category like we brought males at the first males in their mid-20s drinking celters and flexing salters right like i used to drink white claw back then but like you would never see a picture with me in a white cloth with a white claw like i would you know if someone's saying a picture i would hide it behind my back especially older guys too yeah like i would never if you're a beer drinkers yeah beer drinkers never think the the seltzers like white claws were you know they weren't bad for like the 20s but above 30 yeah no one above 30 was reping drinking us yeah maybe so that i was over 30 at the time but um and now i'm over 40 but

i um you know and that's a thing like how do we actually take that you know fix that problem that's a problem like selters men like selters but they don't want people knowing and we It's the skinny can problem. Yeah, the skinny can, just the branding, you know. We wanted to go for a beer vibe on a seltzer. And that's what we did. And attack the mail market. So that's why if you look at the can, I mean, this is going to be our new can.

We've got to do this for Canada too. Mm-hmm. It's coming next. It's a great idea. Now you have to. Yep, I do. You see how it, sir? Yeah, exactly.

You can't. Sammy's loved in Canada. I saw that in Nelk video. Went to Toronto Memorial Weekend. I know. Yeah. Who goes to Toronto on Memorial Weekend? I had to go to LCBO golf tournament on Monday.

But you were there for four days. But I know. I can't control you and Kyle together what you guys have going on. But that's the big thing. And I think that's the other, for any creators, because I love helping creators come up with brand ideas. I get friends of ours calling all the time. Like me and Aden talk weekly.

What's a brand I should be doing? And we think through it. And I think that the secret is look at a category that's growing, but bring a new customer into that category. Right now, supplement. supplements is growing, but I wouldn't advise a gym influencer to get into the supplement business. You know, like every gym influencer, every fitness, health and wellness podcaster is already, you know, part of a company or has their own company. That's a

that's a growing category supplements and health and wellness and in hydration sticks and all that. But I wouldn't advise, you know, someone already going into that. That's their audience. someone new shit coming in there right like someone like if a guy or girl who has a big fan base of 16 year olds to 20 year olds um that are you know they're the ones that should be getting into the health and wellness like get 16 year old 17 year olds drinking hydration sticks or taking supplements or whatever you know i mean so i think that's the one thing is bringing new people into a category and we did that with grape you know we did that with grape which we could talk about we're doing that with this whenever we come up with the new flavor you

Who do we bring into that category? So when we go to Walmart and we go to Kroger's, we go to 7-11, Circle K, all our big partners, like, hey, we have a new flavor and we're marketing it to this person. So don't worry. If someone's coming in for White Claw truly, let them buy White Claw truly. We know who that is. That's a 23-year-old girl is buying the White Claw truly. That's not who we're bringing in. We're bringing in this, you know, we're bringing in the 25-year-old to now 30s, 40-year-old men who are switching from beer to seltzers. We're bringing those guys in. We're bringing in, you know, with death row. With great quality. Yeah, yeah. That's, well, we already go into that. None of this works if you don't have a great product. None of this works.

No one's buying shit. They'll buy it once and that's it. And then you're off the shelf. Your business is over. Whenever I need more Bitcoin or anything crypto related, I always use the MoonPay app because it is just so easy to use. They have every payment provider on the planet, Venmo, your bank account, PayPal, everything. And if you guys aren't trying to go big, you don't need a

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So if you guys are getting into crypto or you just want a chance to win a thousand in Bitcoin, download the Moon Pay app, the best crypto app in the game. Shout out to Moon Pay. They're taking over the crypto world. Let's get back into the podcast. Sammy, what was one of our biggest challenges in year one? I mean, we launched. There was obviously, you know, we were popping up to different stores. We were pulling massive, massive crowd.

I remember that one we did in San Diego on the opening day and we were cutting the ribbons. It was it was complete mayhem. So we were obviously that initial, I think the feed posts we posted got like 700,000, 600,000 likes. It was a huge, huge launch on social media. Do you guys remember even the Happy Dad Instagram got deleted? Oh, you guys remember that? We launched Happy Dad and it fucking blew up so fast. And in the first 48 hours, I think there was so much traction for spam that I got.

deleted but that shit always works on our favor too it made us even seem more like the underdogs yeah and like the instagram became like a top five most followed alcohol brand in like the first week or three days so the biggest challenge in any alcohol beverage is at the end of day distribution luckily we figured out how to make product and we ran out stock a little bit here and there which was fine and that's part of the game and it's actually probably better for us in a way but we um distribution is the toughest one so we had a great partner that came on board and started selling us but as you grow your company you want to be in every corner right like white claw is in like 98% of america right we're currently in like 21% of america so distribution

is like and let me explain what distributed distribution is in in the alcohol business it's illegal for us to sell directly to walmart it's illegal for us to sell to go puff or or um Publix or any of these guys, Kroger. You need a distributor. You need a distributors. It's called a three-tier system. It's like old laws, like prohibition laws, that you have to have a partner. At some point, you need a, you go from one distributor that could help you nationwide to

you need a lot more because you need the guys to win every corner, every county in America. And so this is for the U.S. business only. So these guys are ones that go to a local gas station that's shown up three days a week and just rolling in, you know, Bud Light, Mickelop Ultra, Modela or whatever else and everything. So at some point, we got so big, but we're still hearing friends saying,

man, I can't buy it here. I can't buy it there. Oh, you're out of stock at Walmart. I'm like, how are we out of stock at Walmart? It's because some distributors don't show up every day, every week, or whatever that is. So fast forward to today, a year ago, this time we had 76 distributors,

and now we're at 238. We're going to go from being in 21%, of America to about 70 and eventually about 90% because what what white claw has right now how long does it take for that to go in effect 21 so so so to go from like 76 distributors to 230 it should take us a couple years our company was able to add 104 new distributors from our existing we have one distributor in 10 states now we switched to 104 distributors in 90 days totally unheard of the only way we were able to do that is we had incredible partners that believe in our brand that want to buy our distribution rights.

On top of it, we had a great in-house team. We have a great legal team in-house that moves so damn fast in contract negotiations to make the switch. We don't want to wait two more years. We need to start selling in Wawa's and Circle K's. So we're only at 1% of the Wawa's and Circle K's in Florida. 1% in Texas. 0% in Colorado.

0% gas stations and convenience. Which Mavericks is massive there. And now we'll be everywhere, right? And they're the ones that are going to take us to the fore. to one and all that. So our whole business is a whole different beast now, but more importantly is for our fans or customers, because, you know, for myself, there's an AMPM right by my parents' house. That's where I buy, I bought all my beer and I still do to this day. That's where I buy my gate rate. That's where I buy everything. Oh, you can't buy, you couldn't, you weren't

able to buy Happy Dad there. Now we're about to be in. Now we're going to be in over 800. Yeah, AMPMs or across the West Coast. So we weren't properly distributed into gas stations and convenience source. So when we're talking about all these sales and you're talking about the can sales and you know, being number four, all of that was mostly just being in grocery chains. The Walmarts, Kroger's, Bevmo, Publix. We were just there, but you couldn't find Happy Dad, which is a malt seltzer. It's a beer in a 711 Wawa, Circle K, Golf, AMPM, whomever, Chevron. And now we're about to be there. And that's where this is, this next year to two years of Happy Dad is going to be a whole different. We're going to do part two of this in two years. These stats are going to mean nothing compared

to what those stats are in two years. And so we have like a whole initiative this year of like every county in America counts. So what that means is if you're in, you know, Young's County, Texas, that county is just important to us than selling in L.A. or in Miami. Because someone that's listening right now is probably living in Young's County and they probably weren't able to buy Happy Dad before but the problem in the past was why should we go spend all this money and take those ideas when you couldn't buy it at that little tiny gas station in the corner of montana but like colorado right because then all all those marketing efforts are just kind of waste you're not getting your you're not getting your return investment you know i mean like our fans are everywhere no fans are

everywhere so we've we've been in middle of nowhere america it's not just Miami la middle america is like our biggest yeah yeah no but what i tell like all of our partners and everything is like the machine is about to turn on because we never turn it on the marketing machine. But now that we have, we know that our fan in that little county and wherever is going to be able to buy Happy Dad in the next three to six months. It takes a little bit of time. It's just so many stores. So that's a really important thing where our brand's going.

So all these incredible numbers and everything that we shared was, I mean, it's, it's very early days. But we have such a great team. We've hired about 14 people in the last, in this past year. we're going to continue to hire more but um i just think like our brand is just such a unique place because we have a culture too that's something we haven't been talked about like the culture we created our hats our merch like if you think about like the road brand right haley beaver's new brand that just got acquired for a billion what are what are some of the things that she did

right one the quality of the product was 10 out 10 it was authentic to her well still is 10 out of 10 And it still is, yes. And every hawk girl just has that road phone case. Every hawk girl has that road phone case. And even as a male, like, when I see the girl have the phone case, I'm kind of like, kind of makes her more like wifey. I swear, like when I see a girl, like, I don't know anything about it, but when I see the girl with the road case with the, is it like lip gloss or some shit?

Yeah, it's just a little lip gloss. It's just hot. I don't know what it is. And it's cool. It takes care of herself. That's like, uh, the Happy Dad hat. Yeah. I mean, we have the Happy Dad.

Everybody loves wearing our hat and everything. So what do you think, what do you think of the other guys, with five guys, including me, so four other guys wearing a Happy Dad hat at the gym. It was crazy. If a girl sees a guy wearing a Happy Dad hat, what do you think she's thinking? Hopefully the same. I don't know. Probably a protector.

It's either really good or really bad. I don't know. It might be a red flag at the same time, but I don't know. I mean, it works for me. Yeah. Well, sometimes I'll go into the gym too and, like, I'll see a guy wearing like a Happy Dad shirt and, like, I'll kind of like give him a look. And, like, sometimes he won't even know who I am.

Like, I went up to some guy in the gym and I dabbed them up. He was wearing a Happy Dad tank. And, like, I thought he was like, who the fuck's this guy, bro? Like, happy dad's just that big now where it's like, obviously, people are repping it. And they don't even know who I am, which I personally love. I'm like, wow. Where's the guy in New York? Somebody, like, went up to you and, like, no, we weren't trying to flight once.

And there was a guy that had no idea. He had a happy dad. It happens to me all the time. Yeah. I'll try to make eye contact with people in, like, the gym wearing Happy Dad hats. And they, like, won't even look back. Yeah. Yeah, I had a guy that was, came to power wash my house last year, last summer.

And I was wearing a Happy Dad hat. and sweater and the guy he walks in my house and he goes uh so do you work for happy dad or are you just a super fan yeah and i'm like both and i was like you he's like yeah i love happy dad and i was like really i was like which flavors he's like all of them i'm like which ones like yeah you know i was trying trying to see like he's messing around and he's like no i love the fruit punch even new when we had banana he's like i had the banana but i know you guys stopped that one like i was like oh shit this guy knows. I was like, bro, are you a fan of the Nelke boys? He's like, who? I'm like, oh, do you watch, maybe I was the thing maybe more sophisticated and watches this.

I was like, do you watch a full send podcast? Like, no, I don't really watch podcasts. I'm like, how did you hear about Happy Day? He's like, I saw a 12-pack once. I saw the name. I thought the name was cool. I bought it and I got obsessed with it. It's working. Yeah. This guy was probably late 30s, early 40s. A really cool partnership I want to talk about is the death row grape partnership with Snoop Dog. A lot of people don't know that story. Yeah. That was,

I got to give credit to fucking John on that one. The death throw partnership was genius. And it was, uh, I remember when we launched that flavor. I posted it on Instagram and like people really got attached to that right from the get go. Can you tell us a little bit about your history with Snoop and how that partnership came about? Yeah.

Yeah. So Snoop's been like a close friend of ours for like 16 plus years. and so he and I are like really close we've always talked about doing things together we've never done anything together we've made some investments together like here and there when I used to invest in third parties um but um we've never figured out like what we're going to do and one day like he called me he goes hey um I got an idea I was like what's that snoop and he goes um we should partner with your beer like I should partner with your beer like I should partner with your beer. And I'm like, my beer, what, what are you talking about? That beer you keep

posting on Instagram. And I'm like, oh, that's not a beer, Snoop. That's a heart seltzer. And he goes, what the fuck is a heart seltzer? I'm like, how do I explain this to him real quick? I was like, it's like white claw, but for men. He goes, what the fuck is white claw? I'm like, oh, shit. And I was, I remember just hit me right there. I was like, there's a world out there that doesn't know selters. And again, going back to thinking, bringing new people into the category. So, um, yeah, let's do it. And so I remember I called Sam and I said, hey, like, I think, you know, Snoops deal with Corona was just up. Uh, but I said, you know, Snoops deal with Corona is up. Like, what if we partnered with him? He's like, let's do it. And I remember

calling you and I think shortly after he actually came on here, he came on a Snoop, uh, on the, on the, um, on the full send podcast. And you guys talked about a little bit there. And the idea at the time was to call it happy dog and what kind of like what we did with happy mom and cross it out and put dog and um i mean we went pretty far we like trademarked happy dog we were gonna have his face on the can and we had all these different things i was like this just doesn't feel right during that time snoop bought death row records was like it just didn't feel cool it felt kind of like four so it seemed like something like an old beer company would do like it just didn't feel something that you and I would be proud of when it comes to marketing.

So I told Sam, I said, hey, what if we, and we were going to do this with lemon lime. And I said, because I was Snoop's favorite flavor at the time. I said, hey, what if we actually put the death row logo? And Sam said, that's cool, but the lemon lime is green, yellowish green. Like, I don't know if it's going to look right. And I said, well, is there something with like a black logo we can do? Because the death row logo is black. It's like, yeah, I don't know.

It's just not going to pop. It's not going to feel like something people are going to want to consume. And so I call Snoop back. I said, hey, like, I think we should do it with death row. I think death row logo is cool. We can't think of a color palette that's going to be marketable, though. And he said, well, why don't we do purple great? I'm like, oh, shit.

Okay. So that's a great idea. So came back to Sam. So let's do a new flavor, grape. And let's make the death row logo purple. That's going to stand out. We designed it at first. Before we even made the flavor, we designed a logo.

We're like, whoa, this looks sick. Can we make a grape taste good? Initially, I remember when you told me the idea. And I don't like grape flavor anything. So I was totally against it. I was like, grape. That's great. I was like, no, I don't know about that.

But then when we tried it, I was like, holy shit. That was the first shot, by the way. I don't even think we went back. No, we all looked at it. And I was like, I've never liked a grape drink of anything. And I was like, oh, wow. And grapes's like my favorite. Yeah.

So that's how that happened. And, you know, then Snoop, you know, you did the pod. We did the full scent collab. Our audience loves Snoop. You guys got along. Like, you guys started hanging out all the time. We were going back, you know, going to the compound. And then I think that those first.

videos we made with them and we remember we were in a studio with them drinking he was drinking the grape he's like you nailed it snoop's so smart because he he sees our fan base and he sees our demographic and the death row audience is probably typically a little bit older right so i think snoop saw the value and said yeah how am i going to get younger kids to rep death row now you see kids wearing happy dad death row shirts yeah all the all the college bars have death row beer pong yeah and they weren't college kids aren't rep in death row right snoop is a genius like when it comes in marketing everybody knows i don't even need to talk about snooping genius but he also like knows like you know there's an audience out there that i need to work with that loves me but how do i

reach them men in their 20s and early 30s love snoop dog how do i reach them i'm a partner with nilk i'm a partner with happy dad he's like i want to partner with these guys i trust them and he loves it he just posted a picture the other day like a picture with him and a bunch of his buddies. Actually, I think it's on Harrio. Harryo is the original founder of Death Row. He posted a picture, like a group picture, a bunch of them, Snoop shared it on his stories. And, like, it was one of their random friends wearing a Happy Dad Letterman's jacket in there. You know, like, they just love it. And like, that's what we did. We brought the Death Row brand. What's, it was a, it was a, it was the perfect two-way relationship. Snoop helped us create

another cool looking, because you got to remember, what's also important with us, we've talked about the liquid being great. We've talked about the marketing being great, but going back to that, um, the, the guy who, um, uh, power wash my house, you also got to like catch people's eyes on the shelf, right? What's grabbing their attention when they're just doing a quick, you know, grocery store run? This pops their attention, you know, the death row logo pops. You know, death row, what the fuck? They got a drink now? How many people are just saying that there's a death row drink, you know, like gets their attention. After that, we brought

in so many cool partners. I mean, Drewski was a huge one. You know, I've been friends with Drewski, and I've just been a fan of his content. So, like, I was like, I told you guys, we got to get Drusky involved. I mean, and now his evolution is fucking insane.

I mean, he's one of the biggest creators in the world. These guys on every fucking commercial on TV. I didn't even know his numbers until you told me. Yeah. We had a call with Drewski last week and his team. He's just a good Like, I know Druski, like the personal Druski, you know, like he's just a good dude, good partner. He was on the call. What more can I do?

How to can I help you guys? All that stuff. And then I told you, remember we, you're like, how to call it Drusky? I was like, great. Like, he just wants to help. He's like, well, he's fucking massive now. I was like, is he? Like, that's why he posted that one skit, like a few days after we talked.

It has like 120,000 comments. Yeah. I mean, I didn't realize how big Drusky was. I just know him as he's just a good dude. Yeah, he's just a good guy. It's just a good guy. credit card out when you're at dinner or like the club still he's always he never pulls out his card I went out with him I paid for dinner and it was like fucking like six grand I paid for the like

because there was girls there and shit too and then we went to the club and like starts ordering tequila and shit too I looked at him I'm like buddy you're pulling out your fucking card did he yeah I was like buddy I've seen six Google commercials with you two A and T and T's fucking fucking fucking but no besides that he's a great guy and then I mean we have sugar Sean Sugar Sean was also another great partner. Massive, massive. Dustin Lynch. He's on tour most of the year and he's got beer pong tables, drinking Happy Dads

all his shows and Dustin Lynch is also opened up our eyes into like another category that loves Happy Dad, loves the hard iced tea and it's the country world, which is also the rodeo world where recently we've just announced that we, you know, we partnered with rocker steiner who is awesome um and you know he's now bringing us into the rodeo world because the rodeo country pbr like that whole world loves us too we just didn't know and you know they're drinking you they're drinking but you go down a lot of waters that rodeos probably right you go to texas i mean that's one reason why we have the custom texas can't like you go to texas you go to any bar on broadway nashville happy dad is pumping pumping uh bridgestone arena which we should get into a

arenas because now we're starting getting arenas and stadium. What arenas do we have? I mean, I know we got the Intuit Dome, which a lot of people don't know. It's a $2 billion arena, the number one arena in the world, I think. Brand new. The Clippers Stadium. Yeah, the Clippers play there in L.A. That was, I think that's pretty iconic for us.

And we're the official Hard Seltzer. Hard Seltzer and T of that, of there. We're in Bridgetown Arena in Nashville, which if a lot of people have never been Nashville, make sure you go to a concert there because you go to a concert and you literally walk out to Broadway. Sick. All the bars. Allegiance Stadium in Vegas, Raiders. So Raiders Nation is just ripping Happy Dads at Raiders games, which is awesome. And then recently we did Texas Rangers, which... Glib Life. Yankee Stadium? We're in Yankee Stadium as well. Big Papa's fly at Yankee Stadium was the first, I think, right? I think Yankee Stadium was the first state that ever carried.

PNC Park, Pittsburgh. Pittsburgh Pirates. Hard Rock Stadium. We're in there. And it goes on. on we're just going to start clearing out all these arenas and stadiums and stuff and the places that i see it now i remember when we even initially partnered i asked you guys i'm like do you think we're going to get it into grutman's restaurants ever yeah and like that to me was so cool because we started going to miami and doing podcasts and stuff and you know those grutman spots are always the coolest places to be in miami and fountain blue and i was like now you walk into live and it's It's Happy Dad Town. Lives the number one most popular, most popular nightclub in America, right?

Like, you think of nightclubs, you think of live, right? Like, every new nightclub wants to be a better live or a like live. And we're, you know, they're serving buckets of Happy Dad with 1942 bottles at the nightclubs. Seeing it in all the clubs is really cool, too. I mean, Vegas is, we're in all the clubs, too. Miami, we're in all the clubs. But I think for us, the biggest piece where I always talk to, like our distributor partners and everybody is like, our team is just so humble for how big we are, right?

We're just always like, holy shit, I can't, we're here. Like it was day zero, right? And I think our hunger and like the way we market and the way we think and the way we message each other every day and all that is we act like we just launched a brand yesterday. What is it about these clubs that want to? make them carry happy dad because same thing a lot of these other brands they're paying to be in these clubs right yep well i think we're a lot of a lot of the clubs that we get into where sammy's really good at avoiding those deals i don't know if it's because you've put your working at the

clubs the last 10 years all i could personally but yeah well sam's got a lot of relationships with them you guys been in paris texas more than me and shit yeah the paris texas ran out of inventory uh the other night so he's working those but I think the clubs it's no different than you know a 45 year old man wearing a happy dad hat right it's just the brand makes you cool as well right like yours you know we are a drink for 20 you know the audience that people are going after is our audience right like I mean look at the elections you know I mean like there's no joke like who did president Trump go after our audience you know uh who do these clubs want to go after like everyone wants this 25 to 30 year old person right now and we're winning bar stools is winning you know those audiences

and that's what they want you know or else they're just going to be that old company if you're a club and you're carrying white claw and white claw and corona i mean like it's like you know no i got to it's the culture that we bring in too that's just what it is and and they they see that and and you know when they're buying a bunch of bottles and champagne and everything, people are also buying some beers or some selters. And if anything, they want the premium seltzer, which is us, not by cost, but just it feels right. And, um, and, you know, just people still want to drink something light, but they could easily pick some cheesy brand or they could pick us. Yeah. I think that's it. And that's also why you see sales in like these arenas and everything.

They're like, oh, we were carrying this other brand and you guys are just like tripling the sales. I'm like because it's a cool brand like for example like if you're a if you're a club or a festival or anything I would probably partner with poppy over a soft drink because fans people people will be like I want to drink a poppy they don't want to drink maybe a you know a cherry soda of whatever some other brand I mean yeah and it's one thing we didn't really talk about too is based on that is how many celebrity brands alcohol or brands have come and gone. I mean, I think we inspired this week the fucking this year. I mean, I think there was a lot of celebrity brands before us too, but I think we definitely inspired a lot of people to, you know, build their own brands and launch your own brands. But specifically in the alcohol space, celebrity brands typically just fail. And I think that, you know, the way we've treated it, obviously like we said at the beginning is, you know, we don't want this to be a milk thing, a full scent thing. Even though at the beginning, like,

Like you said, we did over close to 500 meetups. I mean, we put in the physical work. We went to 500 different stores, shook hands with liquor store owners, signed hats, signed cases. But what do you think is the biggest mistake that other celebrity alcohol brands are making that we specifically in alcohol, though, that. Let's talk about specifically the Seltzer companies that you're talking about all the celebrity ones that have recently come out. They're going after the same person. I mean, do your research on who because I don't want to shit on these people. Some of them I know or their teens, but they're going literally after the 25-year-old girl, you know, like, that's done.

Like, White Claw and truly, in a little bit of high noon, like, own that, you know, like, why are you going after that? Like, they own that. You know, I mean, so you're, you know, why are you going after that person? There's a lot more people out there, you know, so I think that's the problem. one they're going after the same person you know if you look at some of the most recent like tequila companies that have taken off they've marketed to a whole different people right like Casamigos I forgot the name but the rocks right like they went after Taramana like they're going after like different audiences and

they're doing well but then you know so you've got to find I think that's the one of the first things you got to think if I'm going to make a product is it going to fit right with this audience is their product market fit one and obviously obviously we've talked a million times over the products got be good so that's a no-brainer um if you don't get that then don't even bother i think one thing a lot is they're not willing to put in the physical work that's the next thing i was going to bring you got to put into work you got to put into work and that's some like cute little signing we did 30 meetups in Texas when we launched Texas in five days yeah you got to actually 32 to be exactly like that's one thing like and you got to drink

when you're on those meetups too i mean there's some there's some guys that like well there's one they don't even drink and they launch an alcohol brand there's one person i saw a video i don't want to say his name because we're kind of friends with him but like he had a tequila is actually here in newport beach he had a tequila and he was promoting the tequila and um and he was at a meetup he would literally like followed all our places after we did our dana uh newport tour uh the the monkey bomb tour last year he did the same exact route out and then there's a video that went viral on TikTok and we're like all right well thanks for coming let's all take a shot and he goes actually I don't drink fucking kill this tequila

the tequila was dead after that's why sometimes like if sammy hits me up about the schedule and says like yo want to do this and this sometimes I'm realistic and be like yo I don't think because I don't want to you got to it's a drink you got it you can't pull up there and not drink if I'm doing a happy-dive meet up you got to love your problem and so going back to you got put that working but it's not the oh otherwise it feels fake well I feel guilty we did 450 in the first two years and like now we're at over 500 and uh it's it's that work but we're not stopping by the way also there's not a month that doesn't go by that someone doesn't tell me hey i want to launch this alcohol brand i'm like who's your team and what's your

distribution because again we could have done everything but if we didn't have good distribution and good support system and a good team what are we selling nothing it doesn't even it won't even be on the shelves right you got a good back-in team because while you're doing the meetups the team here is hitting up all the other stores, hey, hey, look, you know, that stock, that one post you're talking about from San Diego, like, you know, the meetup with San Diego, the team on the back end was hitting all the rest, you know, we launched California only while you were doing all that. What was the team doing, calling all the other states? You better carry our product. Look at this. I'll never forget when we, when we did that meetup, it was at a Bevmo. No stores wanted

to carry us at first. We're like, no, we have too many shelters. I'm starting to explain who milk was, never heard of them. You know, that's all the retailers, right? people that just don't watch YouTube. And I remember that day, it was a Tuesday when we did that meetup on Bedmo and Bedmo. The next day, I had a call from Total Wine. We want to bring your product in. The day after that, Rouse, which is Kroger's here in California, we want to bring you in.

And the next day, Albertsons. Like, you know what I mean? But that was our team making those calls. And they're like, yes, we're in. We didn't know. We didn't realize that you're bringing a different person. we had no idea we tried your product it's great actually we want to bring you in within that one week we were in all these california but more importantly when we launched bevmo and total wine

and even walmart now to this day every day we're looking at our sales in every single store and if something isn't going right or if something's going incredibly right we go and we reach out to them and we work with them so that relationship with bevmo total wine croaker from day one that we ever created has not only hasn't not stopped but it's gone better and better every day as partners right and that's where the team comes in because you're not calling them you know i talk to some of them sometimes and everything john's not calling but that's our all of our incredible employees that are like let's keep this going and they kept the title wave going since day one you know and there's a reason why we're a top three brand and bevmo and some of these other plays we're top two now

and everything is because we specifically stayed in touch with those people for four years every week, every month, you know, whatever that is. And we're watching, and that's like the data side of our whole business. That's next couple years for now. We'll talk about that. But that's where it goes sales and distribution. That's all that matters, you know, and outside of all the magical things that we've done. To say one more thing on that is like, yeah, when people ask me, you know, how do I start,

you know a creator product or something too i mean i got to give a lot of credit to obviously sam and and john i think that you know happy dad you know nilk's job was obviously we created the enthusiasm and we posted it and it went crazy and we helped blow up the social media but that would have been an initial spike and then i think what you know sam and john you guys have done and sammy being such a fucking great leader and just an absolute robot i mean this guy will be at a a fucking event and then the next morning he's up at 5 a.m. on his laptop waking up before me um i think that's been a huge huge reason for our success sammy's is here and john's work ethic i love it sammy's the fucking hardest worker everyone i meet to don't know how he does and john's

absolute marketing genius so i think that's the final thing i would say is like you know an influence or whatever if whoever you're partnering with you know it's going to be your job to market it but the people that you're partnering with um got only not only be like friends and we've become almost like brothers literally you got to have that and you got to do your job and they got to do their job and i think we've both done our jobs you were a groomsmen to 11 out of 10 yeah and i think yeah happy dad's um our goal john too is to really happy dad's our first product but i mean you always say it we're we're in the shelf space yeah we're not we're not the alcohol business we're in the shelf space business uh especially as we've established these incredible relationships with great

people. Like, you know, there's sometimes, you know, the folks at Walmart will want a meeting and I'll say, I'll just fly out there to you guys. Like I like spending time with them. So I'll fly to Bentonville. We'll fly to Texas, meet with subdivide. We'll fly to Ohio to meet with Kroger's because they're good people. And they're always like, what else do you guys have going on? And obviously, we're always marketing and coming out with new products. Like, you know, two years ago, we came out with the great flavor. Last year, we came out with hard. I tea. As you watched an elk video, there'll be a lemonade flavor, the new can to celebrate a 250 year anniversary of America. And it's the independence. We'll have the new fruit punch

can this year. But then what other things? What other shelves could we get on? What other shelves could use disruption? And we last year we launched our beef jerky brand and we saw we couldn't even keep it in stock on Amazon the demand was so high so that's going to be our next big one in my opinion so that's one we'll be uh you know we could talk on this more maybe it's a documentary on um you know getting into the you know the smokeless tobacco pouch business we're working on something won't say too much about that but yeah just being in the shelf space business i think it's genius how like i mean happy dads are first and now that it's been such a success we own all these relationships with Walmart and all the stores so this won't be our last product that we

ever make but anything we make it's the same thing as happy dad we want to love it it's you know it's got to be a great product at the end of the day because we've seen if it's not a great product there's no way that you can market it it's at the end of the day anything that works is just got to be a great fucking product that's the thing don't settle for just anything be authentic something that you use um in a category that's growing and go disrupt that category. And I think that's my advice for everybody, every two, three times a week, a top creator that's one of your guys's favorites, one of our friends will call me, what do you think I should, what do you think about

this idea? And I'll spend an hour, two hours of my day brainstorming with them, but, you know, tell them why it could be a good idea or why it can be a bad idea. But you got to really think through and don't rush these. Almost every celebrity, if you know, if you remember, has dropped the product and you forgot about it because it just didn't work it's got you know there's only a handful i mean we were talking about before we started what are the ones that have worked we can even think of too many you know jordan's work for michael jordan beats work for dr dr ray vitamin water worked for 50 cent road work for haley beber you know like but they're you know and there's probably another four or five other ones but there's really not a lot that have worked

because they've rushed to and they just think they could just slap their name on anything and it's not authentic, doesn't taste good, don't have the right distribution, don't have the right to have the right team, there's a lot of moving parts to it. And then what do we see for Happy Dad for the next three years? I mean, we're launching,

we already said we're launching a lemonade. We kind of teased that in the NELC video, which tastes fucking amazing. I don't know if I was a little buzzed at the bar, but it tastes great. I just tried it again and it tasted amazing. I think the biggest thing for us is going to be focused on distribution,

being in more stores, be more available. So as you're watching this, as you're watching, Sugar Sean, Druske, Polly D, Dustin Lynch, Roger Steiner, Justin Gasey, any of our partners, and you go to the store, we should be available. You know, so that's the biggest thing. But we will be launching new products over the next thing.

Yeah, we'll definitely do some other products, but. We have some cool ones in the pipeline that we can't say. Yeah, we definitely do. Well, it's not that we can't say. We feel more comfortable when it's ready to go. Yeah. Yeah. It's better to be a surprise, too.

But most people don't understand that, like, you know, when you have a big product, you know, yeah, the retailers are great and distributors are great, but we have to be the distributor and retailers are our customers. We have to be the best partners to them. And so that is an insane amount of work to make sure that we're incredible work with. That's 120 points of thousands of stores.

Yeah, and that's, you know, we have 120 employees. We might be at a couple hundred next time we do something like this. But to manage and be able to be great partners is extremely hard. and that's what we need to do right and that right there it doesn't sound sexy when it comes to like business and new things but that is the core of our company and that's what we are because that's who we all are right we're great we treat everybody right and we want to treat our partners right because there's a bunch of idiots out there that don't that take all this for granted and i think

there's a lot of other components like you know his role is that his role is keeping the retailers happy relationships distributors um you know uh great product We never even got into manufacturing a product. When you're talking about, you know, a food product, you're making tens of millions of cans a year, you know, of different flavors. Like there's so much logistics when it comes to production, brewing, canning, freight, all that. So that's, that's, that's, God bless Sam. He's done a great job of that.

It's not an easy job. Not at all. Yeah. And then, and then you and I always keeping up with the marketing, right? You brought Drusky to the table. You brought UFC to the table. in the network behind UOC with all the fighters I joined on board. That's pretty much everything.

We wanted to just kind of, you know, this was fun for us to just sit down and kind of give you guys an inside look into the business. It's been a crazy four years. I mean, I can't thank you guys enough. I mean, it's been a dream come true for me, man. Thank you. I mean. Thanks, Steve. Thank Stani Stalim, the whole team.

Obviously, we showed a lot of love of our partners. We're grateful for them. But, you know, our team that you helped introduce us to has really got us to this. Definitely, thank you, Dana White. Thanks to Dana White. Yeah. All our partners, yeah. I mean, I watched the, uh, that we posted a documentary on NELC about four, three

years ago. And I clicked on it the other day and it's, it's crazy to see how far happy dad's come. It's due part two. Yeah. I mean, documentary, we are, we are filming a documentary. We have a lot of footage, but it's just all about. We gotta keep filming. Do we want to put another one out now or do we want to put it out in a few years?

But we're filming this entire process, and I couldn't be more happy with, it's just been a dream come true for me. So thanks to all you guys watching, especially all the old milk fans that have been supporting us for like over 10 years too. For me, it's amazing. And I couldn't be more grateful every day. Yep. Happy to add to the moon.

Let's go. Let's go. Thank you guys. You know,