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Welcome to Fi$H Factor, where multi-generational grit meets visionary hustle. In this episode, Mike Ungaro revisits an early and often forgotten moment in the San Pedro Fish Market story that shows just how far ahead of its time the brand really was. Long before short-form video or creator partnerships became industry buzzwords, Mike and his brother Henry were invited into a YouTube series called Drink Inc., where mixologists Steve Livigni and Daniel Nelson embedded themselves at the Fish Market, worked the line, learned the culture, and created custom cocktails inspired by the brand, including the Bloody Mariner and a watermelon tequila drink rimmed with house seasoning.

In this episode, you will learn about:

- How an early YouTube collaboration with Drink Inc. predated modern creator partnerships

- Why embedding creators into operations creates more authentic brand stories

- How the Bloody Mariner cocktail reflected culture, personality, and place

- What made this experience a missed opportunity and why timing matters

- How these early lessons still shape how Mike thinks about food, beverage, and media today

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