#18: How Paul Trinh Helps Restaurants Sell Cocktails Without a Liquor License | Paul Trinh, Thirst Trap

Daniel Tsentsiper (00:00.281) you. Paul, welcome to the show. How are you doing today? Paul Trinh (00:03.114) good man. Thanks for having me. I really appreciate it. Thanks for having me, dude. I really appreciate it. And hopefully the listeners find it useful what we're going to talk about today. Daniel Tsentsiper (00:06.799) It's. Absolutely. Absolutely. Well, listen, I really first, I always ask my guests a little bit about themselves. How did you get into this industry? I know you are selling to two restaurants, which is, I know from experience, it's a, it's a challenge of its own. So kind of help us like walk us through how you got into the business now. And, you know, maybe if there were any experiences that you think prepared you for your current role, we'd love to hear it. Paul Trinh (00:36.59) Totally. Okay, so if you look at my background on LinkedIn, or you just Google my name, Paul Tran, right? I'm probably the first or second Paul Tran that shows up, but what you'll find is that I'm not a CPG guy, I'm not a restaurant guy, I have no experience in that space. My experience, what you'll find is I was in litigation consulting as a forensic accountant for 15 years, and during my work there, I did basically complex commercial litigation. Part of that work, I did a lot of disputes between partners of all different types of companies. Sometimes you'll have something like a CPG that's about to go to market, and there's a dispute amongst the partners, So you start to see a lot of pitfalls of people arguing. So, but from that... It was kind of a cool experience because I've been doing it for 15 years, had a lot of legal contacts. So what happens a lot of times in these disputes is that, you know, two partners will, let's say it's two partners, they get into an argument and they sue each other, right? At the end of the day, the lawyers are arguing about the legality behind who's liable. Is there liability? Is there even any money at stake here? I was the guy that kind of went in and looked at the business models and talked to, I guess, looked at the facts and then tried to establish what the value of an idea was. If it was already making money, then it's easier, but sometimes you'd have a concept like a pudding, for example, that hasn't even yet been out in the marketplace. How do you determine what the damage is of one partner, a suing partner B, right? If liability is established. So from that work, my brother at the time was managing a couple of restaurants during the pandemic. And when the whole world shut down, he freaked out. Paul Trinh (02:34.452) I think we all did, I everyone was dying, right? And he was like, what am I gonna do? And he decided to turn all of his craft cocktails into to go. And most people were doing to go in like a top plastic cup, right? He was like, you know what, if I take this a little step farther and I pressurize a keg, Daniel Tsentsiper (02:48.847) Thanks. soon. Right. Paul Trinh (03:01.846) I push it through my draft line and I fill up an empty can. And then as the CO2 is kind of bubbling out of the product, it's pushing out or displacing the oxygen inside the can, right? If I seal it immediately, I'm reducing the amount of oxygen inside the product, which then increases its shelf life. So I can basically batch the stuff out for a day and have my to-go sales go for a whole week, right? Or even two weeks. So that's what his concept was. He's doing it with soda timelines. And so like, you, if you walk into his, his restaurant during the pandemic, it wasn't open. was just like his bartenders are basically just micro canning to go cocktails. And that's how we survive the pandemic, right? And coming out of the pandemic then, um, I'm still, uh, Daniel Tsentsiper (03:36.014) That's a good find. Paul Trinh (03:54.936) forensic accountant and he's, I'm drinking his drinks cause everyone's drinking RTDs during that time. And I'm like, these are good. And he's like, well I want to bring these to market now. Like now that we're, let's get these on retail shelves. And I was like, well you can never do that. Cause your stuff is not shelf stable. And he's like, they are shelf stable. They last for a week or two in the fridge. And I'm like, that's the opposite of shelf stable. It requires a recovery. Right? So he's like, I don't know how to do that. Daniel Tsentsiper (04:18.037) Yeah, yeah, yeah, yeah. Paul Trinh (04:23.95) Do you have any experience in that space? And I was like, actually, I think I know a lawyer or two that can connect me with a food scientist or a client that I'd worked in the past in one of the disputes. So I called one of the attorneys. He made a referral to the client. The client took my call because they remembered the work that we did for them, right? And I told them what we were doing. trying to shelf stabilize craft cocktails for mass market. And they were like, I don't do that, but this guy does. So they referred me to another guy and then we shall stabilize with that guy. And it was like, you know. Daniel Tsentsiper (05:01.87) How long was that process, from going from getting someone that knows what they're doing to actually creating a cocktail that was shelf stable? What were some of the processes that you had to go through that whole experiment? And then how long was that whole experience for you? Paul Trinh (05:20.302) For us, I mean, it's always ongoing. It's still we still iterating and trying to improve but for a concept to finally once you have a drink that you actually want to make you take it to like a flavor house I'll give you like taste point or like sovereign for example, and they'll try the drink and I'll be and then their guys will try to actually Make the closest thing possible using What is available to food manufacturers and beverage manufacturers across the world? And if you have certain guidelines that you say like, I only want to juice, I don't want to use. So when you put parameters like that, you could inadvertently be adding costs to your product because certain pasteurization techniques are more expensive than others. So if you have a thesis as to what you want to sell your product for the marketplace, Daniel Tsentsiper (05:50.144) soon. Daniel Tsentsiper (06:08.149) So Paul Trinh (06:15.182) I would suggest you always work backwards. So for us, we wanted it to be five bucks or so on the retail shelf. We know that distributors, or sorry, the wholesaler, the person actually selling like Total Line, for example, wants to make around 20 to 30%. So we just said, well, 30 % of that then is, you know, 350. So they need to buy it for 350, right? And then you're like, well, if a distributor is involved, Daniel Tsentsiper (06:37.419) Wraith. Paul Trinh (06:39.31) alcohol wise, they take 30%. So then now you're sitting there like, well, now I need to basically sell to them for 250, 275, right? 250 probably, right? And you're like, okay, well, it's 250. Let's say 250. Then you're like, okay, well, can I make this product for, with a profit margin of like a dollar? So can I make it for a dollar 50 at scale? And in the beginning, you're like, there's no way I'm going to do this because the MLQs are just so high when you go to a co-packer. So that mean that's the suggestion, but if you have, once you have your thing and you're, you're getting your product like ready to go shelf stable, you can have it in like three, four weeks if you're like super, if you're lucky and you're super quick, but likely it's like three to six months. Yeah. Daniel Tsentsiper (07:24.268) I mean, with, I can tell very thin margins. What compelled you to go into this market? Did you have a secret sauce? Did you have some sort of insight that made you realize like this actually has legs to grow? Paul Trinh (07:31.384) Fair. Paul Trinh (07:38.156) Well, okay, so like, when you look at like Anweiser Bush and you look at the margins of beer just in general, it's really low. But what you're banking on is a fast consumer moving good, FCMG. If you can get into that, and you look at the multiples of like, know, high noon or like cut water or like beat box, for example. It's not about, it has nothing to do with like what the great margins are. It's all about smaller margins, like a 30 % margin. And you're able to basically just make a ton of money because you're able to sell things and produce things very quickly. Yeah, yeah. So when you see the multiples like high noon, like high noon is worth like $2.1 billion. Like it's crazy, right? So you're like, you're attracted to that obviously. But the goal for me was never to... Daniel Tsentsiper (08:11.884) Yeah, do it at scale. Right. Paul Trinh (08:27.598) be that. Our goal was always just help my brother originally. it kind of just when we and when we first started to so this is the crazy thing. So when we first started, I invested in the company rather than worked with him because I didn't want to work with family. feel safe. And I would still give that suggestion actually, because Daniel Tsentsiper (08:44.629) Yeah, of course, yeah. That's a good piece of advice. Paul Trinh (08:49.87) You know, you can't get, you can divorce a business partner, you can't divorce your brother, right? So it's kind of like, yeah. So anyway, we invested instead and then we were on our last basically $10,000 and I was basically complaining to him like, hey dude, what the hell's going on? You hired the, and we had other partners, right? That were involved managing. And I was like, you hired the other people and what's going on with this product then? Like it's good. And he was just having difficulty selling it in the marketplace because a it's crowded, extremely crowded. then B the restaurants that we were going after were full liquor. Right? So we thought that the pillars of quality, speed and consistency We're strong enough to engage a full liquor company to buy the product, right? And they would say, Hey man, your product is great, but it's not for us because we can just make those things. We can control our quality. We can control our speed. So we're like, is terrible. at the time when we were down to $10,000 from like, you know, half a million dollar investment, like I was like, Hey man, Daniel Tsentsiper (09:49.14) Yeah, exactly. Right. Paul Trinh (10:03.33) What's going on? He's like, it's just me, man. And I'm like, okay, well, I'll tell you what, man, let's just pivot to wine and see if we can make wine taste like a cocktail. And at the time he's like, no one's gonna buy a margarita that's not made from tequila. That's his first thing, he, granted he owns a mescalaria, so he was like, it's impossible. No, there's no way. So then he started to, I was like, we already have the formulations for tequila, we can always pivot back. Let's just try and see what happens. Let's open the door and see what happens. So we opened the door, we reformulated to wine. Turns out we can make them taste exactly like a real margarita. So we then went to the same, same strategy, go to market. But this time we didn't say, we didn't say anything about quality. didn't say anything. We said quality. We didn't say anything about speed or convenience. Those are just two things we didn't talk about. And we went to like a taqueria and we were like, Hey, you want to serve a margarita? And the guy was like, I can't, I can only sell Modellos and margarita. And I have this kombucha. I'd like, you know, like. Daniel Tsentsiper (10:40.01) Interesting. Paul Trinh (11:01.134) I was like, well, actually this product you can. So they took a look at it and they're like, whoa, 10%. I was like, well, that's a standard cocktail. Standard cocktail is 10%. So you gotta, in order to be a cocktail, you gotta try to be as close to the real thing as possible, right? So he tried the product and he was like, whoa, this is not bad. Let's try it. And at the time he was doing only 5 % of his total revenue was alcohol. Then after we did it, there was certain, right when we launched, was pushing hard on making it look like a cocktail and everything too. Daniel Tsentsiper (11:30.218) and Paul Trinh (11:30.574) cocktail sales tripled. He went from, you know, 5 % to 20 % total where we were 15 % of the total revenue. So I was doing the math and I was like, how much are you charging for these? And he's like, oh, I'm charging nine bucks. And I'm like, you know, I was like, oh, that's cool. That's crazy. Like, so I was like doing math in my head. was like, holy crap, he's making an extra $40,000 in profit a year at one location. He had three locations at the time. Now he's making, you know, it is the same, but the cadence was the same for every single one. I was like, wow. This is a real case study here. And then we went, yeah. Daniel Tsentsiper (12:02.698) Let ask you, are they allowed, are the restaurant owners allowed to open up the can and then pour it into like a cocktail glass? Are there certain restrictions that they're not allowed to do? Okay. Paul Trinh (12:10.848) Yeah, no, no, you're allowed to do whatever you like. You're allowed to do whatever you like. A lot of the new restaurants will say something like, hey, and they feel bad because they're like salt of the, good salt of the earth kind of people. Once you get in, they're like, they don't displace you and stuff like that. like, they'll be like, I, from my perspective, like, let's help you make money, right? And they're like, how do I do that? I'm like, just dress it up like a cocktail. You don't even have to show the can. I tell them, you don't have to show the can. It's a wine cocktail though. You can even say it's a cocktail and then people ask like, what's it made with? Then you say, Agave wine. I don't care, right? And they're like, well, don't you want us to promote you? And I was like, well, yeah, of course. Of course I want you to promote me, but if it comes at the expense of your profits and revenue, let's make you money first and then we'll worry about my money later. Because at the end of the day, if you're successful and you're making money on this product, ancillarily, I'm also making money, right? This product is available on retail shelves. Eventually it's going to blow up. just needs time. that time, I don't want to, I don't want to spend thousands of dollars marketing, fighting Diageo, fighting all the big brands for recognition when, you know, I'd rather go to a small, small place and help someone else. Right. So yeah, so it ended up working out. Yeah. really well. Daniel Tsentsiper (13:29.629) I would love to, cause I, you know, I've never worked with, I've never worked at a, at a restaurant that had a full liquor license. Can you tell us, tell our audience a little bit more about what is the process of getting the full liquor license? And then why do certain restaurants opt for, you know, beer and wine? And then if they do opt for that option, what, is the process of getting it? Kind of want to understand the pain that some of these restaurants face when deciding if they want to sell alcohol in their stores. Paul Trinh (13:43.907) Sure. Right. Paul Trinh (13:59.032) Totally, so let's start with full liquor, right? If you start with full liquor, every single year the TTB, which is the taxation board that governs alcohol, they issue out licenses for on-premise operators. It's a lottery. It's a lottery. You'll have like, let's say you have like, I don't know the number, but let's say you have like a thousand licenses that are available, right? Daniel Tsentsiper (14:18.088) Okay, let me just. Paul Trinh (14:26.434) you'll have 150,000 people applying for those 1,000 slots. So you have like a one, maybe even less than 1 % chance of getting it. If you get it, you need to, on your application, you need to already have a place that you're renting for two years. So you have to be sitting on this thing. You have to also pay the fee to apply. It's like 1,500 bucks, I think. And then you sit in your new weight. The chances of you getting it, probably zero, right? You're probably not getting it. Daniel Tsentsiper (14:44.253) Yeah. Paul Trinh (14:53.87) Alternatively, you can go and buy one. So every market, every market's different. So someone won the lottery basically, didn't have any infractions, had it for two years, and now it's a asset on their, their balance sheet. So they can now sell it. So if you do that, it's like in LA, it's anywhere from a hundred to 150 grand. If you're getting a good deal, you'd probably get for like 80 grand, right? Daniel Tsentsiper (14:57.731) But yeah. Daniel Tsentsiper (15:08.882) Now I'm sure. Paul Trinh (15:21.312) But let's say you now get the license, whether it's via the lottery or you get it via the $80,000 purchase. You then are now a full-fledged, like you have the ability to do a full-fledged bar in your facility. Bars are incredibly capital intensive to build. They are as expensive as a kitchen. So you think about like when you build a kitchen, the cost per square foot of your kitchen is equivalent to what the cost of the square foot would be for your bar. Daniel Tsentsiper (15:50.662) Wow. Paul Trinh (15:51.158) Right? So once you do that, then all of a sudden you're serving, then you have to hire a mixologist to pair with your menu. You have to have trained staff, anyone that's certain, you know, it's a lot more of a, it's incredibly cap intensive. I would say you probably spend $50,000 on the bar as well. And then you have to buy all the liquor. Daniel Tsentsiper (16:05.767) Right. Paul Trinh (16:13.41) And then you have to hire a consultant. So you put all those numbers inside your head, it's probably anywhere from a quarter million dollars to activate a liquor license. Right? Now on the flip side, go to a beer and wine license. You probably don't have a bar at all. You have refrigerators in your kitchen, right? So you apply for a beer and wine license, which is a thousand dollars for the application and a pleasure first year of, Daniel Tsentsiper (16:31.653) Yeah, you're just serving it out of the kitchen. Right, right. Paul Trinh (16:43.766) of your license and you get an on-premise beer and wine sale, it's 500 bucks. So 1500 your first year and then 500 bucks every year. You probably have to spend another 500 bucks on, you wanted to make it look like a cocktail, you need to buy some barware because people feast with their eyes before they feast with their mouth. Right? So if you complete the gap of doing that and you actually treat a wine cocktail, whether it's us or anybody else, you treat it like a real cocktail. you can basically sell it, sell a single cocktail. I wouldn't say that we're doing something that's worthy of like a $20, $22 cocktail, but if you dress it up, you make it look nice, it's definitely worthy of an $11 conversation for half of a can, half. So every can you're selling, you could sell for, I know some operators don't say thirst trap at all. Daniel Tsentsiper (17:31.515) Yep. Interesting. Paul Trinh (17:39.86) you can sell them for like 22 bucks and you're buying them for three. Your garnish is an extra dollar, maybe 50 cents on each serving. So let's say for $22 you're spending five bucks total tops, right? That margin is insane. It's an incredible margin, yeah. So. Daniel Tsentsiper (17:57.606) That's incredible. That's incredible. Paul Trinh (18:01.774) And you know, I tell a lot of people that are like finance driven, like this is the only thing in your, in your space. If you do it and you treat it correctly and you do it right, you can see anywhere from a hundred to a 400 % IRR return, which is. That doesn't exist. That's like a, that's like credit card. Like that's date. That's a, what's it money, money, money, When you give a money day loan to people, this is the one you're getting. Yeah. Daniel Tsentsiper (18:17.254) Absolutely. Absolutely. I mean, we're Daniel Tsentsiper (18:26.887) Yeah. Yeah. Yeah, for sure. Like a payday loan. Yeah. Almost like loan sharking. It's, it's incredible. Like I'm, I'm seeing so many restaurants now being, beer and wine and even liquor focused, like as part of their, their menu, a good example is, broken yolk, right? I'm sure you, you're familiar with them in Southern California. We're now seeing breakfast restaurants also serving cocktails, right. In the morning and capitalizing on that. And. Paul Trinh (18:31.949) Yeah. Paul Trinh (18:46.253) Yes. Daniel Tsentsiper (18:56.176) I don't know exactly what percent of their business is driven through alcohol, but let's just say it's, it's, it's quite a bit. And so people are starting to realize that I think at the beginning there are certain restrictions around the types of food you sell and maybe the type of. Yeah, almost like the type of like cuisine that you're selling and that might restrict them from, selling alcohol. But if you want to make money in this business, it almost seems like a, a no brainer. What from your conversations, what, what are the types of operators you're having the best success with and what are the types of operators that you've seen are not as receptive of using your product. Paul Trinh (19:37.952) It's kind of, that's hard to describe. like the, people don't just don't believe in it. They're like, they're, then they, they need like, my total sales of alcohol is 5%. So they're unable to recognize that when you introduce a new category, doesn't cannibalize your previous categories. just gives you more, more revenue. Yeah. It increases the check total and everything too. So I would say that, Daniel Tsentsiper (19:56.431) gives you a lift. Paul Trinh (20:03.682) The biggest difficulty though is just getting a meeting. Once I talk to people, I'm able to actually get them to try it out, like a case or two. The number, the ones that have the best chances are actually the ones that actually think of it as a part of their menu and then they look at their menu and they just say, what do you have that fits this? And then if they're willing to, because of the type of license I have, like let's give Broken Yolk for example, right? I don't have, I'm not in their portfolio, but if I were to go after them, the first thing I would sit there and think about is what would pair well with their food, right? Obviously you're thinking in breakfast, drink, mimosas, right? Mimosas is something they probably have here. Yeah, we have one. We have one, but it's one of the ones I don't really suggest very often because for someone to execute a mimosas, it's pretty easy. You just go buy any sort of bubbly and you add orange juice. That's not rocket science. What I would say is like, hey, let's make a, which I haven't done this yet, but great idea, right? I would say, hey, let's go find a neutral wine that's white, that's similar to vodka, right? Daniel Tsentsiper (20:44.441) Mimosa's yeah. Can you recreate a mimosa? Daniel Tsentsiper (20:56.421) orange juice. Paul Trinh (21:11.328) and let's make you a Bloody Mary. And Bloody Mary is complicated, right? It's got Worcestershire, it's all these things, right? Like, let's make it to where it's easy to serve and then all you need to do is celery, freaking thing, Tabasco, everything, we'll throw it on a freaking keg, you drop it on ice and you sell each Bloody Mary for X dollars. I don't know about you, but some Bloody Marys with bacon and blah blah blah blue cheese olives and all that stuff, you're like clocking at some restaurants 18 bucks at a hotel, right? Daniel Tsentsiper (21:16.677) That's right, it's, I see, yeah. Right. Eliminate the work for the employee. Daniel Tsentsiper (21:31.321) and Peace. Paul Trinh (21:44.63) So I just don't see how you wouldn't want to capitalize on that. is a Bloody Mary gonna eat into your mimosa sales? Hell no, it's not going to. It's just not. It's just gonna be out of this. Daniel Tsentsiper (21:54.478) I don't think so. Yeah, the people that buy Bloody Mary's do not look like the ones that buy Mimosa's. Paul Trinh (22:00.846) celery is super cheap, And so I give you all the kind of like the playhouse for that and then you make it. And so what I would do is in my mind is nothing's gonna beat fresh like tomato juice, for example. I wouldn't put tomato juice in the product. I would tell you, hey, look, I'm gonna give you a clarified version of this. It's gonna be designed to where you add in a shot of tomato juice to give it the color. Daniel Tsentsiper (22:04.023) Yeah, I love it. Daniel Tsentsiper (22:28.047) in your Paul Trinh (22:29.932) and then I want you to put celery, a lime wedge, and then if you want to put olives, you can, and bacon. It's all up to you, but the more you do to make it look like a Bloody Mary, the more money you're going to make. Right? Yeah. Daniel Tsentsiper (22:43.097) Right. That's amazing. Where are you selling the product? Where can we find you? On retail shelves or even at restaurants? Paul Trinh (22:51.929) Retail is great. We just got into Total Wine in, what was it, August last year. Six stores were piloting us. And then we got a complete expansion into SoCal Total Wine. It was February this year. So it's only been two and a half months since we've been in market. Our drink right now is trending to be third in the category. Only behind BuzzBall and Beatbox is a wine cocktail. But the difference is that, you know, the product has to be good, right? So if you have a restaurant, the only way restaurants are going to serve it is if it tastes good, right? Because their name is also behind the drink as well, especially if they are garnishing it and hiding the fact that it's thirst trap. Yeah. Daniel Tsentsiper (23:16.729) Nice. Daniel Tsentsiper (23:33.08) Right. Yeah. Yeah. That's the, you've kind of, you have an interesting go-to-market strategy. think at first you were trying to create, your own brand and, shell and sell it on the shelves. And then you started seeing success with actually helping restaurants and having to be almost like a, like a white label of, of their existing menu. Have you thought about going to restaurants and helping them create their own branded drink? Paul Trinh (23:50.828) Exactly. Paul Trinh (23:59.054) 100%. We're working right now with like some people, can't name them, but yeah, 100 % we've already done. So some of our drinks, even like watermelon or Fresca, for example, was developed for a restaurant. Spicy pineapple was spicy pineapple and Pog margarita were both developed for a poke shop. Poke shop never ordered. I went through like 10 iterations for them that this is great. This is perfect. And that they decided to go buy a full liquor. So Daniel Tsentsiper (24:08.321) Yeah. Daniel Tsentsiper (24:22.542) and then. Daniel Tsentsiper (24:26.337) I see. I see. Paul Trinh (24:27.15) And then, uh, yeah, it's kind of interesting, man. Like you go through a lot of like ups and downs, like when I was developing it and there, I was like, Oh, I'm going to get in here. This is going to move so much product. And they just never ordered it. It was pretty defeating, you know, but it's one of our, they're our best skews. Like watermelon, Fresca is crazy. We did it for a pizza shop because next door to the pizza shop was a Tucker. Yeah. And they didn't want to, you know, their friends, right? They didn't want to like cannibalize the Tucker. Yeah. Daniel Tsentsiper (24:40.259) I'm sure. absolutely. Daniel Tsentsiper (24:45.688) nice. Daniel Tsentsiper (24:54.295) Right. Paul Trinh (24:55.52) and was in the summer, so they were like, hey, can you just make me something that's like summery? And I was like, yeah, I can make you like a watermelon alcofresca. And they're like, cool. And then we gave it to them like, this is awesome. Never ordered it. Daniel Tsentsiper (25:07.895) That sucks. Yeah, you got it. Yeah, you're gonna lose some. What is the process like if I, you know, restaurant owners watch the show, what's the process like to work with your team? You know, from start to finish, what can they expect? Paul Trinh (25:22.254) That's pretty easy, man. Okay, so it depends. If you wanna just buy the product, then we just onboard you, make sure you have the right licenses. And then if you wanna develop something, it depends if you want it proprietary or not. If you want it proprietary, then we would charge a formulation fee. It depends on the MLQs and the commitments for the guest, but it could be as low as like a thousand bucks. And then we would do runs of it. So we, cause we have to go and source all the stuff in bulk in order to get it at a low enough price. But... Yeah, and then we have to obviously, if it's something bespoke for their location, we do request that we get some sort of co-label recognition so that our retail product accelerates as well. And then we go through what's called label design, and label design gets submitted to the government, which is called a COLA. The COLA is, you submit and then the government gets to say, kind like the FDA, what you can and can't have on your label and where you need to adjust things. So once you have that, you then go to a printer and you either print your cans digitally or you print labels. So we have relationships with both can manufacturers and label manufacturers to where we can get the product made. So, and then we make it. So we have equipment to make it too. yeah. I think all in all, you, if you were, if you wanted to get something like bespoke, would take about two to three months to get into your, into your stack. But in the meantime, like the chances of having something that fits your menu already is quite high. Yeah. Daniel Tsentsiper (26:42.668) Awesome. Daniel Tsentsiper (26:57.026) That's pretty high. Yeah, because you guys have already done so many drinks. That's amazing. And even those... Right. Paul Trinh (27:00.642) Yeah, we do a lot of mocktail activations too. For example, like our company does all the mocktail activations for liquid IV across the country. So we were at F1 Miami, we were at Lollapalooza, we were at Coachella. Yeah, so we do mocktails and everything too. So if it's a mocktail, it don't matter. can just work with you. It just has to be compliant with what you're trying to do. So yeah. Daniel Tsentsiper (27:09.6) Nice. Daniel Tsentsiper (27:13.888) That's pretty cool. That's pretty cool. Daniel Tsentsiper (27:22.902) That's. Daniel Tsentsiper (27:27.201) Right. That's an amazing partnership with Liquid IV. I definitely must have tried it. I don't know if you were at the previous Coachella, but that's pretty cool. Well, Paul, I he's... Paul Trinh (27:32.686) It's crazy. They're like one of our best friends. Paul Trinh (27:39.928) Were you inside, if you went to Coachella, they have this thing called Neon Festival inside the campgrounds. It's after Coachella closes down, they have Neon Fest, which is no alcohol obviously, but all the camp people go to it because there's still DJs and stuff that go there. Liquid I do there. Yeah, and then we activated like, I think it was like 40,000 mocktails, rehydration mocktails for them. Daniel Tsentsiper (27:56.305) Right. Look what I view as there. Paul Trinh (28:05.518) to for them to, so we did like a lemon lime margarita, but we use their lemon lime. And then we basically then infused the infused lemon lime base with margarita, our margarita proprietary margarita mix. And then, you know, had it pushed out onto kegs and then they served like 40,000 of them. yeah, yeah, it's cool. Oh, okay. Daniel Tsentsiper (28:06.091) Wow. Daniel Tsentsiper (28:11.146) Nice. Daniel Tsentsiper (28:27.553) That's incredible. Well, you're doing the Lord's work there in Coachella helping everyone revive themselves. So Paul, this has been for me very educational to understand what the process is like for restaurants to consider selling alcohol. And I think you found a really nice wedge and I wish you guys all the success. If there's any restaurant owners that I know that you think you can work with, just let me know and I'll definitely make that introduction. Paul Trinh (28:54.068) man, thanks for having me again and I appreciate it. And if I could help anybody that's listening to this podcast, feel free to reach out to me, look me up or send a message via our website or Instagram even. And I am, we're so small right now. I'm the guy that, I'm the guy that responds to all of it. Daniel Tsentsiper (29:10.465) Perfect. All the links will be in the description. So you guys definitely check Paul and his business out. Paul, thank you so much. You have a good day. Take care. Paul Trinh (29:16.366) Thank you, appreciate it. Thanks, Daniel. Bye.