Sign up to save your podcasts
Or
Share Beyond Reasonable Whisk(e)y
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
Beyond Reasonable Whisk(e)y
This is our 18th episode of the Brain Brew Whisk(e)y Academy. We will discuss Beyond Reasonable whisk(e)y - craft cocktail recipe is the Algonquin Cocktail. This podcast episode features Whiskey Maker - Doug Hall and Whiskey Drinker - Tripp Babbitt. Show Notes
[00:00:04] Brain Brew Whisk(e)y Academy
[00:00:26] Beyond Reasonable Whisk(e)y Products
[00:00:46] Beyond Reasonable is in Craft Whisk(e)y is in DNA
[00:01:51] Kiln Dried vs Air Dried Wood
[00:02:17] Brain Brew Whisk(e)y focuses on Getting the Complexity
[00:03:31] Building a Better Product
[00:04:54] Brain Brew Focuses on Wood - What's Next?
[00:05:56] 70% of Taste from Wood, than 25% Grain
[00:08:09] What is Heritage Grain?
[00:09:30] Brain Brew Expanding to Other Countries
[00:10:54] Craft Cocktail Recipe - Algonquin Cocktail
[00:11:10] Algonquin Cocktail History
[00:12:01] Algonquin Cocktail Recipe - Step 1
[00:12:11] Step 2
[00:12:16] Step 3
[00:12:18] Step 4 - Fresh Squeezed Grapefruit
[00:12:28] Step 5
[00:12:30] Step 6 - Optional Champagne
Transcript
Tripp: [00:00:04] This is the Brain Brew Whisk(e)y Academy podcast where we're going to take you behind the scenes on what it takes to build a whisk(e)y distillery business. The Eureka! Ranch team led by Doug Hall are creating a craft whisk(e)y Company like has never been done before
Tripp: [00:00:26] Beyond Reasonable whisk(e)y products. How do you make a wish. Well you and I both know from having conversations with people it's a pretty using your word prudent it seems to be customers of whisk(e)y. So how do you go beyond reasonable with whisk(e)y.
Doug: [00:00:46] Well I mean first off like all craft companies beyond reasonable is not just a slogan it's in the DNA. I mean you're not a craft company you're not a true craft company if you don't have a beyond reasonable dimension in you that there's just a caring to just go crazy to create real fans. In the case of us you know where we have our way. Everybody's got their own way and I'm cool with that. You know we've run over 400 quantitative statistically significant taste tests to define our products and to make ourselves smarter. We hand sought every piece of wood three times before we use it time compression because that would has to be exactly right before we do it. We only use air dry not kiln dried kiln dried the industry with the growth the Bourbons gone to kiln dried and it just doesn't have the taste character you kill a lot of the taste when you when you cook it that the air dry doesn't do. And and it costs a little bit more but the flavor is amazing.
Tripp: [00:01:51] Well it was you. It was you. This kiln dried versus the air dried.
Tripp: [00:01:55] You've got this compression age process that makes things go faster and it's almost like you're buying time to do your air dried as your expensive proposition versus where they're trying to get speed is on doing something kiln dried. Which compromises the taste. If I'm hearing what you're set up correctly.
Doug: [00:02:17] Everybody's got their own house style. Our focus is we want to have richness yet clean. We want to have the richness like a Scotch has a lot more complexity versus bourbon which tends to be more simple. And just by its nature. But Bourbon is a lot cleaner than than the scotches are. And so what we look for is real richness but clean. So not that singular core note in our bourbon but. But a lot more complexity to it and that's our whole style. And to do that we have to go beyond reasonable on some things in order to get the style that is the style that we like to drink. And and that's what we're making so when people taste they go Oh my God I've not heard anything like this. And I'm like well that's the idea. Good. So they ask it like a question like I've never had anything like this. Have I? Well I hope not because otherwise I'm glad I wouldn't be shipping it.
Tripp: [00:03:14] Is the story part of this. We talked in a previous episode about the story is going beyond reasonable. Is it is it is it the not just the crafting of the whisk(e)y itself but the complete package of things everything from the way it looks to the story to the.
Doug: [00:03:31] Yes it is. But I'm going to be biased and I am an old fashion maker frickin better product and that's why I like blind taste tests. That to me is the epitome of it. The problem with the marketing spin which is important you have to have it. We do that. But the problem with that is where that leads to is selling the same old crap as everybody else with just marketing flimflam on it. And and that's the taste of death. I mean you're just gonna die. I'm talking about build a better product. I mean the Macallan I mean our partners. Full disclosure using sherry casks and making a commitment to them results in a taste that is tangibly meaningfully different than any other Scotch whisk(e)y in the world. I mean it's just different. I'm just sorry it is it's a different taste. You taste Macallan you know it's an account. That's what we're trying to do. And to me one of the great challenges in all categories but whisk(e)y in particular is we've got a lot of people making good enough products that frankly if you tasted 10 of them you couldn't tell the difference between them. They're all pretty much the same. That's not craft. That's not beyond reasonable be being reasonable is cloning. You know one of the mass market you know Johnny Jim or Jack's products kind of thing.
Tripp: [00:04:54] Ok. And so. So as you as you start to look beyond reasonable and maybe I'm going down a path that maybe you wouldn't go down but you've you've kind of focused in on the wood you're running all these taste tests and doing different things but are there other things that you're starting to look at or you're saying that might make a difference too as far as whether it's ingredients or maybe it's just down that wood path that you're going deeper on and learning different types of wood. But if you were to look to the future of whisk(e)y we've talked about different drinks and things like that associated there are other things that you're seeing on the horizon as far as things that.
Tripp: [00:05:36] Oh you know what. We drank this at some point. I'd like to go down that path. Are there other things like that that you have.
Doug: [00:05:41] Well without giving out too many secrets. Yes there are. But remember the big picture 70 percent of the flavor of whisk(e)y comes from wood.
Doug: [00:05:56] Ok. That's the reality 25 percent comes from that grain choice that you have and 5 percent comes from the distilling. Now you now that's assuming you just still good distilling bad is incompetent. So that's that's it. We're gonna throw that out but you know so the next thing after the wood which is 70 percent. So it's 70 percent at least of our efforts. The next thing is the grain. And the key with the grain is not just the selections of grains which we can do now but I and I've talked about this before you know heritage grains we've been doing some stuff with some heritage organic grains which you know before mass farming grains they may not have been as stable they didn't grow they didn't give us high yield but they had a lot more flavor to them and over time we've bred the grains so that they grow well no matter what the climate is and you get a high yield of sugars and stuff from them. And so by going back to some of these heritage grains we're starting to see and we've only run maybe a half dozen experiments with it. But we're starting to see that you can develop some unique tastes and unique characters that you can't get from the modern you know factory farm grains.
Doug: [00:07:15] You know I think one of the things that's crazy is you know we've got this world and people say that craft and oh yeah I'm craft related craft but they're buying the same damn you know conglomerate grain grown by factory farms. You know my buddy Jarrett up in Nova Scotia he grows his own you know and and uses it and so he's getting a unique taste as a result of that. Now that's a lot of work. You know his view is you're not real craft and if you don't plant the seed that's really severe. But you know everybody's got their own thing they're gonna do and I'm cool with that. But the the heritage grains is going to explode in the industry. It's going to be a big area to do it matched with Woods because you start to get some off tastes so you've got to then manage the process. And it's not as simple as you just throw it into barrels you know that will be an area that we'll be looking at.
Tripp: [00:08:09] Okay. I got to ask a stupid question. What exactly is the operational definition of heritage grain. What does that mean.
Doug: [00:08:17] Well I'm not sure. I don't know what the Internet would say it is but they generally some of the original grains like red Fife wheat is a grain came from Scotland planted across Canada. And you know and it has a nuttiness to it that the farmer who grows organically on our farm and Prince Edward Island them my wife and I have he grows red Fife and you know grains some of it for us and I mean you make pancakes with it. It's just got this amazing richness of flavor and and nuttiness that's just incredible so it tends to be the ones pre the genetic engineering. It's not genetic engineering but the plant breeding. I got that was done to optimize stuff so well it's.
Tripp: [00:09:08] Interesting. Ok. All right. Do you want to provide us a little bit of an update on both the conference that you've got coming up and the Brain Brew whisk(e)y distillery slash compression aging. What's happening. I guess it with with your distillery.
Doug: [00:09:30] Well we're about to. We're finishing up an arrangement in the UK. I've got conversations going on in some other countries as well. We're talking to people to open up distilleries. In fact we've just before you I was on the on the phone with Europe with another country that's interested in doing it.
Doug: [00:09:50] This one's down in the Mediterranean so I'm excited about that vessel. And so we're doing that but at the craft show we're gonna be looking for a collection of pioneers our goal is to get a small number of pioneers this year to basically help build new pathways for profitability for craft distillers. It's not this or what they're doing it's this. And what they're doing and so we're presenting a number of different options for people as ways to do it. And so we're looking for sort of those pioneering spirits we consider 2019 to be kind of our beta year and then with that mass expansion in the next year. And so whether that's with new countries starting with the UK this year or it's with more 2000 distillers across the US working with more of those across the US as we expand out we would basically do a small amount to start and then and then grow from there.
Tripp: [00:10:54] Ok. All right well let's move to our Algonquin cocktail or Algonquin. I guess there's two ways to pronounce it. A 1919 cocktail with a Brain Brew twist says this is an original then.
Doug: [00:11:10] Yeah this is a classic you can look it up it came from the roundtable at the Algonquin Hotel in New York City where the artists used to get together and sit and drink we're taking out it's basically a you know we're taking a bourbon sweet vermouth and a juice and classically it was done with pineapple juice and we're substituting grapefruit juice with it and adjusting the quantities a little bit to get to a better balance and and it really I think this is because I trying to think of what's a beyond reasonable cocktail that you would taste and you go whoa that's not what I expected and you're not used to having a whisk(e)y Martini shall we say you know in a champagne coupe you're not used to having it that way and so what what this does is you.
Doug: [00:12:01] Take an ounce and a half and it's in the show no it's not and half of our Paddle Wheel bourbon is what we use with it which is the 200 year wood if you don't have that you get another craft bourbon.
Doug: [00:12:11] Half ounce of sweet Vermouth and we tend to use Dolin but you can use what you want.
Doug: [00:12:16] And then a half ounce of grapefruit juice.
Doug: [00:12:18] And again to be beyond reasonable you've got to squeeze the grapefruit can do bottled is is a reasonable thing to do be unreasonable squeeze it squeeze the grapefruit juice.
Doug: [00:12:28] Shake it with ice and then stir.
Doug: [00:12:30] And put it in a martini glass for a very elegant cocktail that's made with bourbon you know that you would not expect you know you you're not expecting cocktails in champagne glasses and I think what you're going to see is a real growth of these whisk(e)y based champagne you know with some champagne thrown in it you could add champagne to this but in that kind of martini Coupe I think is what you're going to see and it's just an elegant drink it's just a very elegant drink not not at all what you'd expect.
Tripp: [00:13:03] So is this is this the did you change the recipe or is this. That's right. It's actually have bourbon in it and sweet vermouth and.
Doug: [00:13:12] Yeah but it had pineapple instead of grapefruit. OK.
Doug: [00:13:15] So that any I mean they classically would put more so we cut it to a half ounce they usually use three quarters of an ounce of vermouth and pineapple and we cut it back to a half because I just think it's got a better better balance that it tastes to yourself. I mean you may you may adjust it up and down obviously but but that's how we find it to be quite elegant and particularly in this case what happens with eyes with our paddle wheel which uses two hundred year would you've just got that incredible richness of the old old wood in there and it just sets it off. And so you get this kind of like mindblowing taste that you go wow that's got complexity to it it's not like a sugar drink it's not I mean it's not a girly drink it's not a guy you know harsh drink it's it's a drink for humans to have it has this nice balance between the sweet removes the tightness of the pain of the grapefruit and and then then the bourbon with the corn bourbon it just really comes together nicely.
Tripp: [00:14:14] Okay. All right well beyond reasonable you can be beyond reasonable with whisk(e)y products as I guess what I learned during the brain brew whisk(e)y Academy. Many final comments on that.
Doug: [00:14:28] Well yeah I. So beyond reasonable so be unreasonable is is just part of life it's what we're doing. And this applies not just to products and whisk(e)y but it also applies to our life how we deal with our partners how we deal with our kids how we deal with our community what can you do that goes beyond reasonable try it try doing something beyond reasonable and see how people react to it then maybe they'll do it for you too. It's pretty cool. All right. OK well that concludes this episode of the Brain Brew Whisk(e)y Academy
Tripp: [00:15:07] Have you ever thought about owning your own craft whisk(e)y business. Well subscribe to the brain brew whisk(e)y Academy because in early 2019 we'll be offering opportunities to start your own business whether you are an aspiring entrepreneur curious about innovation or just like a good story. The brain brew whisk(e)y Academy podcast will take you behind the scenes to learn the good bad and the ugly about what it takes to create whisk(e)y. In the craft space. Which is growing at a crazy rate. Lessons learned can be applied. Broadly.
View all episodes
By Tripp Babbitt and Doug HallThis is our 18th episode of the Brain Brew Whisk(e)y Academy. We will discuss Beyond Reasonable whisk(e)y - craft cocktail recipe is the Algonquin Cocktail. This podcast episode features Whiskey Maker - Doug Hall and Whiskey Drinker - Tripp Babbitt. Show Notes
[00:00:04] Brain Brew Whisk(e)y Academy
[00:00:26] Beyond Reasonable Whisk(e)y Products
[00:00:46] Beyond Reasonable is in Craft Whisk(e)y is in DNA
[00:01:51] Kiln Dried vs Air Dried Wood
[00:02:17] Brain Brew Whisk(e)y focuses on Getting the Complexity
[00:03:31] Building a Better Product
[00:04:54] Brain Brew Focuses on Wood - What's Next?
[00:05:56] 70% of Taste from Wood, than 25% Grain
[00:08:09] What is Heritage Grain?
[00:09:30] Brain Brew Expanding to Other Countries
[00:10:54] Craft Cocktail Recipe - Algonquin Cocktail
[00:11:10] Algonquin Cocktail History
[00:12:01] Algonquin Cocktail Recipe - Step 1
[00:12:11] Step 2
[00:12:16] Step 3
[00:12:18] Step 4 - Fresh Squeezed Grapefruit
[00:12:28] Step 5
[00:12:30] Step 6 - Optional Champagne
Transcript
Tripp: [00:00:04] This is the Brain Brew Whisk(e)y Academy podcast where we're going to take you behind the scenes on what it takes to build a whisk(e)y distillery business. The Eureka! Ranch team led by Doug Hall are creating a craft whisk(e)y Company like has never been done before
Tripp: [00:00:26] Beyond Reasonable whisk(e)y products. How do you make a wish. Well you and I both know from having conversations with people it's a pretty using your word prudent it seems to be customers of whisk(e)y. So how do you go beyond reasonable with whisk(e)y.
Doug: [00:00:46] Well I mean first off like all craft companies beyond reasonable is not just a slogan it's in the DNA. I mean you're not a craft company you're not a true craft company if you don't have a beyond reasonable dimension in you that there's just a caring to just go crazy to create real fans. In the case of us you know where we have our way. Everybody's got their own way and I'm cool with that. You know we've run over 400 quantitative statistically significant taste tests to define our products and to make ourselves smarter. We hand sought every piece of wood three times before we use it time compression because that would has to be exactly right before we do it. We only use air dry not kiln dried kiln dried the industry with the growth the Bourbons gone to kiln dried and it just doesn't have the taste character you kill a lot of the taste when you when you cook it that the air dry doesn't do. And and it costs a little bit more but the flavor is amazing.
Tripp: [00:01:51] Well it was you. It was you. This kiln dried versus the air dried.
Tripp: [00:01:55] You've got this compression age process that makes things go faster and it's almost like you're buying time to do your air dried as your expensive proposition versus where they're trying to get speed is on doing something kiln dried. Which compromises the taste. If I'm hearing what you're set up correctly.
Doug: [00:02:17] Everybody's got their own house style. Our focus is we want to have richness yet clean. We want to have the richness like a Scotch has a lot more complexity versus bourbon which tends to be more simple. And just by its nature. But Bourbon is a lot cleaner than than the scotches are. And so what we look for is real richness but clean. So not that singular core note in our bourbon but. But a lot more complexity to it and that's our whole style. And to do that we have to go beyond reasonable on some things in order to get the style that is the style that we like to drink. And and that's what we're making so when people taste they go Oh my God I've not heard anything like this. And I'm like well that's the idea. Good. So they ask it like a question like I've never had anything like this. Have I? Well I hope not because otherwise I'm glad I wouldn't be shipping it.
Tripp: [00:03:14] Is the story part of this. We talked in a previous episode about the story is going beyond reasonable. Is it is it is it the not just the crafting of the whisk(e)y itself but the complete package of things everything from the way it looks to the story to the.
Doug: [00:03:31] Yes it is. But I'm going to be biased and I am an old fashion maker frickin better product and that's why I like blind taste tests. That to me is the epitome of it. The problem with the marketing spin which is important you have to have it. We do that. But the problem with that is where that leads to is selling the same old crap as everybody else with just marketing flimflam on it. And and that's the taste of death. I mean you're just gonna die. I'm talking about build a better product. I mean the Macallan I mean our partners. Full disclosure using sherry casks and making a commitment to them results in a taste that is tangibly meaningfully different than any other Scotch whisk(e)y in the world. I mean it's just different. I'm just sorry it is it's a different taste. You taste Macallan you know it's an account. That's what we're trying to do. And to me one of the great challenges in all categories but whisk(e)y in particular is we've got a lot of people making good enough products that frankly if you tasted 10 of them you couldn't tell the difference between them. They're all pretty much the same. That's not craft. That's not beyond reasonable be being reasonable is cloning. You know one of the mass market you know Johnny Jim or Jack's products kind of thing.
Tripp: [00:04:54] Ok. And so. So as you as you start to look beyond reasonable and maybe I'm going down a path that maybe you wouldn't go down but you've you've kind of focused in on the wood you're running all these taste tests and doing different things but are there other things that you're starting to look at or you're saying that might make a difference too as far as whether it's ingredients or maybe it's just down that wood path that you're going deeper on and learning different types of wood. But if you were to look to the future of whisk(e)y we've talked about different drinks and things like that associated there are other things that you're seeing on the horizon as far as things that.
Tripp: [00:05:36] Oh you know what. We drank this at some point. I'd like to go down that path. Are there other things like that that you have.
Doug: [00:05:41] Well without giving out too many secrets. Yes there are. But remember the big picture 70 percent of the flavor of whisk(e)y comes from wood.
Doug: [00:05:56] Ok. That's the reality 25 percent comes from that grain choice that you have and 5 percent comes from the distilling. Now you now that's assuming you just still good distilling bad is incompetent. So that's that's it. We're gonna throw that out but you know so the next thing after the wood which is 70 percent. So it's 70 percent at least of our efforts. The next thing is the grain. And the key with the grain is not just the selections of grains which we can do now but I and I've talked about this before you know heritage grains we've been doing some stuff with some heritage organic grains which you know before mass farming grains they may not have been as stable they didn't grow they didn't give us high yield but they had a lot more flavor to them and over time we've bred the grains so that they grow well no matter what the climate is and you get a high yield of sugars and stuff from them. And so by going back to some of these heritage grains we're starting to see and we've only run maybe a half dozen experiments with it. But we're starting to see that you can develop some unique tastes and unique characters that you can't get from the modern you know factory farm grains.
Doug: [00:07:15] You know I think one of the things that's crazy is you know we've got this world and people say that craft and oh yeah I'm craft related craft but they're buying the same damn you know conglomerate grain grown by factory farms. You know my buddy Jarrett up in Nova Scotia he grows his own you know and and uses it and so he's getting a unique taste as a result of that. Now that's a lot of work. You know his view is you're not real craft and if you don't plant the seed that's really severe. But you know everybody's got their own thing they're gonna do and I'm cool with that. But the the heritage grains is going to explode in the industry. It's going to be a big area to do it matched with Woods because you start to get some off tastes so you've got to then manage the process. And it's not as simple as you just throw it into barrels you know that will be an area that we'll be looking at.
Tripp: [00:08:09] Okay. I got to ask a stupid question. What exactly is the operational definition of heritage grain. What does that mean.
Doug: [00:08:17] Well I'm not sure. I don't know what the Internet would say it is but they generally some of the original grains like red Fife wheat is a grain came from Scotland planted across Canada. And you know and it has a nuttiness to it that the farmer who grows organically on our farm and Prince Edward Island them my wife and I have he grows red Fife and you know grains some of it for us and I mean you make pancakes with it. It's just got this amazing richness of flavor and and nuttiness that's just incredible so it tends to be the ones pre the genetic engineering. It's not genetic engineering but the plant breeding. I got that was done to optimize stuff so well it's.
Tripp: [00:09:08] Interesting. Ok. All right. Do you want to provide us a little bit of an update on both the conference that you've got coming up and the Brain Brew whisk(e)y distillery slash compression aging. What's happening. I guess it with with your distillery.
Doug: [00:09:30] Well we're about to. We're finishing up an arrangement in the UK. I've got conversations going on in some other countries as well. We're talking to people to open up distilleries. In fact we've just before you I was on the on the phone with Europe with another country that's interested in doing it.
Doug: [00:09:50] This one's down in the Mediterranean so I'm excited about that vessel. And so we're doing that but at the craft show we're gonna be looking for a collection of pioneers our goal is to get a small number of pioneers this year to basically help build new pathways for profitability for craft distillers. It's not this or what they're doing it's this. And what they're doing and so we're presenting a number of different options for people as ways to do it. And so we're looking for sort of those pioneering spirits we consider 2019 to be kind of our beta year and then with that mass expansion in the next year. And so whether that's with new countries starting with the UK this year or it's with more 2000 distillers across the US working with more of those across the US as we expand out we would basically do a small amount to start and then and then grow from there.
Tripp: [00:10:54] Ok. All right well let's move to our Algonquin cocktail or Algonquin. I guess there's two ways to pronounce it. A 1919 cocktail with a Brain Brew twist says this is an original then.
Doug: [00:11:10] Yeah this is a classic you can look it up it came from the roundtable at the Algonquin Hotel in New York City where the artists used to get together and sit and drink we're taking out it's basically a you know we're taking a bourbon sweet vermouth and a juice and classically it was done with pineapple juice and we're substituting grapefruit juice with it and adjusting the quantities a little bit to get to a better balance and and it really I think this is because I trying to think of what's a beyond reasonable cocktail that you would taste and you go whoa that's not what I expected and you're not used to having a whisk(e)y Martini shall we say you know in a champagne coupe you're not used to having it that way and so what what this does is you.
Doug: [00:12:01] Take an ounce and a half and it's in the show no it's not and half of our Paddle Wheel bourbon is what we use with it which is the 200 year wood if you don't have that you get another craft bourbon.
Doug: [00:12:11] Half ounce of sweet Vermouth and we tend to use Dolin but you can use what you want.
Doug: [00:12:16] And then a half ounce of grapefruit juice.
Doug: [00:12:18] And again to be beyond reasonable you've got to squeeze the grapefruit can do bottled is is a reasonable thing to do be unreasonable squeeze it squeeze the grapefruit juice.
Doug: [00:12:28] Shake it with ice and then stir.
Doug: [00:12:30] And put it in a martini glass for a very elegant cocktail that's made with bourbon you know that you would not expect you know you you're not expecting cocktails in champagne glasses and I think what you're going to see is a real growth of these whisk(e)y based champagne you know with some champagne thrown in it you could add champagne to this but in that kind of martini Coupe I think is what you're going to see and it's just an elegant drink it's just a very elegant drink not not at all what you'd expect.
Tripp: [00:13:03] So is this is this the did you change the recipe or is this. That's right. It's actually have bourbon in it and sweet vermouth and.
Doug: [00:13:12] Yeah but it had pineapple instead of grapefruit. OK.
Doug: [00:13:15] So that any I mean they classically would put more so we cut it to a half ounce they usually use three quarters of an ounce of vermouth and pineapple and we cut it back to a half because I just think it's got a better better balance that it tastes to yourself. I mean you may you may adjust it up and down obviously but but that's how we find it to be quite elegant and particularly in this case what happens with eyes with our paddle wheel which uses two hundred year would you've just got that incredible richness of the old old wood in there and it just sets it off. And so you get this kind of like mindblowing taste that you go wow that's got complexity to it it's not like a sugar drink it's not I mean it's not a girly drink it's not a guy you know harsh drink it's it's a drink for humans to have it has this nice balance between the sweet removes the tightness of the pain of the grapefruit and and then then the bourbon with the corn bourbon it just really comes together nicely.
Tripp: [00:14:14] Okay. All right well beyond reasonable you can be beyond reasonable with whisk(e)y products as I guess what I learned during the brain brew whisk(e)y Academy. Many final comments on that.
Doug: [00:14:28] Well yeah I. So beyond reasonable so be unreasonable is is just part of life it's what we're doing. And this applies not just to products and whisk(e)y but it also applies to our life how we deal with our partners how we deal with our kids how we deal with our community what can you do that goes beyond reasonable try it try doing something beyond reasonable and see how people react to it then maybe they'll do it for you too. It's pretty cool. All right. OK well that concludes this episode of the Brain Brew Whisk(e)y Academy
Tripp: [00:15:07] Have you ever thought about owning your own craft whisk(e)y business. Well subscribe to the brain brew whisk(e)y Academy because in early 2019 we'll be offering opportunities to start your own business whether you are an aspiring entrepreneur curious about innovation or just like a good story. The brain brew whisk(e)y Academy podcast will take you behind the scenes to learn the good bad and the ugly about what it takes to create whisk(e)y. In the craft space. Which is growing at a crazy rate. Lessons learned can be applied. Broadly.