Chapter 1: What is the main topic discussed in this episode?
What's going on, guys? How are you? Welcome to the show. Thank you for taking the time. Big day. Thanks for having us.
Big day. Would love to get... I think everyone knows Kevin Hart, but... Well, I think everyone knows James.
I was going to ask the opposite.
I was going to say... It's not about me, man. I'm going to take a second, and I'm going to highlight my guy. Okay. Yes. You know, some may be familiar with the...
Chapter 2: What is Kevin Hart's approach to building authentic brands?
the idea of Kevin Hart. But in this space, man, it's more about my business. And, you know, business is great when you have great partners. So take a second to highlight my guy, man, James. James has done a phenomenal job in self, with self. with his company, with his own entity.
And the idea of finding cool ways to create and develop partnerships with faces that are and can be more than just an ambassador, but more of a brand. He's done a great job, man. He's done a really good job of vetting out the space. And I'm lucky to have found someone with the mindset, the understanding to help me do the things that I want.
So execution only happens when you have people that can do so. James is that. He's an executor. How did you two meet?
What were the first meetings like? Where did the meetings take place? Where did all this come from?
We met in Vegas. Five years ago, in the depth of COVID, through mutual friends, we're in the space of building brands in joint venture with well-known individuals in entertainment, brands that they want to own, not just endorse. And we wanted to go into the tequila space for a long time. We liked the category. We thought it was very compelling.
The celebrity tequila space is completely oversaturated. At the time, it was very noisy. We needed something really compelling to break through and to make it right for us.
And when myself and Kev started talking during COVID, it became very clear very quickly that we matched each other's energy in terms of understanding the responsibilities of being not just a face for the brand, but being a business partner and the responsibilities of owning a brand and building one of these businesses for the long term.
I think you understood early on what my wants and not wants were. The biggest and I'll say the most important rule that I have, I'm never slapping my name on anything. If I can't embrace it or I can't do it on a daily and really have an authentic response to it and engage with it as if I engage with everything in my life, then I don't want to do it.
All of my partnerships across the board, whether it's ownership plays, equity plays, or ambassador-like roles, I truly am embedded and invested into the thing. So with the wine and spirit space, having my own tequila, it was necessary because I said, look, I only drink tequila. I'm drinking everyone else's product.
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Chapter 3: How did Kevin Hart and James Morrissey meet?
I'm assuming trips to Mexico, a lot of tastings, iteration. But what did that look like?
So there's a lot more that goes into this business than meets the eye for the consumers, right? So to your point earlier, the liquor business, the alcohol business, it's a very complex industry to navigate based on the three-tier system dating back to the years of prohibition.
So there's certain criteria and ways you've got to navigate, and ultimately to build success, our perspective on it within consumer products and goods, and particularly within alcohol, where we saw the biggest opportunity over the last five years, is large corporations typically do not disrupt. They innovate. They innovate well with liquids. They innovate well with package.
But generally, they're not disruptors. And that's not saying the alcohol industry alone. It's every large industry. So it takes independent entrepreneurial companies to be real disruptors. Like you guys were speaking to the guy from Grunes the other day. 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.
And I also think, just to add to that, you're not dealing with rocket scientists, right? Literally. People that are successful and people that have won, they've done it for a reason. So you're not trying to recreate the wheel or redesign the wheel. You're trying to better service the wheel. So sometimes the will, it falls into a space where everybody jumps on and the expectations are of norm.
And they don't understand that you got to energize the will. You got to go in with some new energy. And what you'll find, those people will respond to that. I think our energy. Yeah. Hell yeah. I don't know what that was. But yeah. Okay.
I don't know. But yeah.
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Chapter 4: What challenges do they face in the crowded tequila market?
I think everyone in my community needs to adapt our strategy. How have you processed the evolution of media over your career? I'll say getting older, right?
I mean, I'm about to be 47 this summer. Overnight success. seeing a shift in marketing and a shift in entertainment right this younger generation and how they're navigating um and and operating within social media within storytelling uh within finding ways to present themselves to the masses i mean you know the concept of a live streamer and and
A person that that is literally talking to a screen all day and looking at a chat with comments, but finding a way to to build revenue to where it's coming in droves. Right. Like that to me. It's exciting. It's exciting to see a shift. So you don't fight that. You find a way to be a part of it. You find a way to support it.
So where I think I've had an amazing lift is in amplifying that younger generation. Like when I have a chance to sit beside some of these younger guys that are doing these amazing things, or it's dope for them to have stars like myself on their platforms or supporting them in that space. I don't need nothing or want anything in return. I just want to see people win.
But when you're supporting the new, it just makes you aware. Yeah. Not being aware is ridiculous. Fighting what is, in real time, a new space of success. You're seeing ad revenue, crazy spins from the biggest brands in the business. And you're seeing where they're now spinning it. Television is changing. The on-demand feel and want has changed. How we watch movies and want movies have changed.
Live entertainment still exists today, but it's bigger than ever because people still want to go out, but you realize they still want to be home.
you gotta go and you gotta say how do i basically fit into these pockets and how do i deliver in a manner to where it's real and it's never forced well you do that with support first and elevation for them and then things come back to you right now it's all about me saying i see you young guys you young women i love what you're doing i want to see you win how can i help you and then in return
their audience gets to say kevin is cool but it's a it's a them first me second now of you guys when we when we've been tracking what you guys have been doing for the last two years it's it's incredible and when the business outlets came up and turned to the list of targets tbpn was on the top we want to be in the story we want to know what's new
We think it's bold and exciting what you're doing. Congrats on the deal with OpenAI. Thank you. But, I mean, you guys are just getting started. But us knowing you, us knowing that we want to be on that platform, that's what it's about. And big companies don't often think that way. But we're empowered to be able to make those decisions day to day to be here with you.
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