James Morrissey

You guys were speaking to John from Happy Dad.

These are independent companies that are bucking the trend.

And our model has been

Let's be that independent spirited business.

Let's make those bold, calculated decisions in real time and be really fast and agile in terms of how we operate in the market day to day.

But let's partner with the best large corporate in the business being Proximo and Juan Domingo Beckman from the Beckley Corporation.

And let's bring some real scale to the table.

So that muscularity of the Proximo machine and the agility of us in the market every day leading on what consumers see, that's been a very successful partnership for us.

And it's helped us clock that trend.

I don't know.

But yeah.

The business today, Grant Cormino is now the fastest growing celebrity tequila brand in the world.

We grew last year by 100% year on year.

We've done $200 million in retail sales.

Absolutely not.

I would say that from a celebrity perspective, most celebrities should not create businesses that they want to own.

The endorsement model is a good model for most celebrities, but for entertainers who truly have the understanding, the know-how, and the commitment to put in the work and prioritize said project over everything else outside of their day job, that's when it's compelling.

And that was what was compelling in this partnership.

It's not why we partner with each other.

That was the most compelling part of this partnership, having a partner who understands, who's willing to be on the phone every day, the good days and the bad, but ultimately understanding the business behind the brand.