Champions Drinking Upland's Best Beer

[00:00:00] Speaker A: He's got to clear it out. [00:00:01] Speaker B: There we go. Hey, everybody. Welcome to Indiana Success Happy hour. Brian Quinlan here from Daniels Real Estate and move me to indie on the youtubes. [00:00:11] Speaker C: You almost forgot that again. I did. Yeah. Brad Nick of Death Mortgage Group and tasting tequila with Brad on all of tubes. All right. [00:00:19] Speaker B: And yet again, there's a guest and a whole bunch of beer in front that he's associated with. Sir, tell the folks who you are. [00:00:26] Speaker A: Hello, everyone. All the people and the. And the two guys in here. My name is Isaiah. I am the marketing manager for Upland Brewing Company. [00:00:34] Speaker B: Oh, Upland Brewing Company now. [00:00:36] Speaker C: And is it Upland in Bloomington? [00:00:37] Speaker A: It's Upland in Bloomington. Yes. [00:00:40] Speaker C: Yep. [00:00:40] Speaker B: It is not a coincidence that I wore my IU national champions shirt today. [00:00:45] Speaker C: Well, no, because you wear it every day. [00:00:46] Speaker A: Wrong. [00:00:47] Speaker B: So I really could this week. Now this is going to come out well after this came out. But the Hoosier Game day Lager, which is one of my favorite beers, released a national championship edition of beer. And it's absolutely limited edition in the store I go to. It's already gone. Probably in most locations. [00:01:08] Speaker A: Yeah, I would agree. Yeah, I would agree. It's. It's making its way around all the places and then quickly leaving those places. [00:01:14] Speaker C: Yeah. [00:01:15] Speaker B: And by the time you're watching this show, you're not going to find it. [00:01:18] Speaker C: Sorry. [00:01:19] Speaker B: Sorry to disappoint you. [00:01:20] Speaker C: And didn't have something to do with the coach too. [00:01:22] Speaker B: Yes. Which we're going to get into. Okay, we'll hold off on that. So little teaser, little teaser. I'm starting with the beer today. So the beers that I have, we have fourth and five, which is a limited edition cream ale. We have the Hoosier game day Lager, dude. [00:01:38] Speaker A: Oh, we'll get to it. We'll get to it. [00:01:40] Speaker B: And then we have the Pacer courtside beer, which is a cream ale, which is what's in this can. The fourth and five refers to the. The national championship game when Fernando Mendoza scrambled into the end zone for the game winning touchdown. [00:01:54] Speaker C: Incredible. [00:01:55] Speaker B: One of the greatest plays in college football history, in my opinion. And so I grabbed that limited edition for sure. My mother in law drank one. And there's now a sign on the beer in my fridge that hands off touching my can. For real. She's out. She does it again. [00:02:09] Speaker C: She's out. [00:02:10] Speaker B: So anyway, huge fan of Upland Beers and Brad, I see Tequila. [00:02:16] Speaker C: I was just gonna say these, these three beers here, if you look at sports wise, these, these two did a lot better than what this year. [00:02:22] Speaker A: You know what? Now this was huge in 2025 when [00:02:26] Speaker B: they went to the NBA championship. [00:02:28] Speaker A: Yeah. And just in just a one year period. Just take the year of 2025 for sure. If you had a beer with us, you were doing well. [00:02:35] Speaker C: Absolutely. I felt like it was the old Reggie Miller right before the Malice in the Palace. [00:02:40] Speaker A: Yeah. Oh, yeah, yeah, yeah. It was the bright days. And now a lot quicker than those days, we went right back to darkness. But I think that we will rise again. [00:02:48] Speaker B: Your best player tearing his Achilles and being out for the entire season. It'll do that to you. [00:02:52] Speaker A: Yep, yep. [00:02:52] Speaker C: Yeah. All right. [00:02:53] Speaker B: What. What kind of tequila you drinking today, buddy? [00:02:57] Speaker C: Blanco. [00:02:58] Speaker A: Okay, true. [00:03:00] Speaker B: That's a type of tequila. [00:03:02] Speaker C: How about some manuscripto? [00:03:04] Speaker B: All right. [00:03:05] Speaker C: And this is the Quinto Corta, which means, short story, all of their tequilas come out. They're a chapter Blanco Repo. This was a very special release. So it's a short story that has to do with their brand. And it is 100 proof, 50 ABV. Super clean tequila made by my friend Oscar Vasquez. [00:03:24] Speaker B: Very clean. [00:03:24] Speaker C: Yeah. [00:03:25] Speaker A: So [00:03:27] Speaker C: it's gonna move there. [00:03:29] Speaker B: All right, Isaiah, this is one of the upland beers, of course. That matches your shirt. [00:03:34] Speaker A: Yep. Potentially our flagship, the Dragonfly. I would say probably one of the standard Indiana craft beers. I would say the gold standard of ipa. [00:03:43] Speaker C: All right. [00:03:43] Speaker A: I would say up there with the best of them. [00:03:45] Speaker B: Okay, well, cheers to you, sir. [00:03:47] Speaker C: Cheers. [00:03:48] Speaker B: Thank you for being here today. [00:03:50] Speaker A: Cheers. [00:03:50] Speaker B: And over there. Realize I never even offered you a glass. I apologize. [00:03:54] Speaker A: I get sip out of the can. [00:03:57] Speaker B: All right. A. I'm not a fan of IPAs. Just throwing that out there. [00:04:02] Speaker A: That's okay. [00:04:02] Speaker B: I feel they all taste the same. [00:04:04] Speaker C: Yeah. [00:04:05] Speaker B: Uh, there have been one or two that I've had that are like, okay, well, that's different. That's pretty solid. [00:04:10] Speaker C: He does not have a discerning palate. No, no. [00:04:13] Speaker A: Yeah. So I was going to say you're. [00:04:14] Speaker B: You know what taste buds are. Yeah, well, Brad likes to say that I have taste pals. [00:04:19] Speaker A: Okay. [00:04:20] Speaker B: So just really not a good sense of taste. [00:04:22] Speaker A: Yeah, yeah, yeah. They're like, hey, you're like, that's sugar and that's salt. For real? Yeah. [00:04:27] Speaker B: So you know where Brad can pull out the minute flavors and is to keep tequilas, you might be able to pull out the flavors in the beers somewhat. I'm telling you, I'm drinking a pale ale or, sorry, a cream ale. [00:04:38] Speaker A: Yep. [00:04:39] Speaker C: It's a beer. [00:04:40] Speaker A: It's a beer. Sure is. [00:04:41] Speaker B: And I like it. And we're just gonna go with that [00:04:43] Speaker A: there's nothing wrong with that. [00:04:44] Speaker B: That's really all that matters is that I like. [00:04:45] Speaker A: Yeah, I mean, I feel like, you know, for a long time to drink craft beer meant people felt like it meant that you had to learn this thing or that thing. And I think now what I like to talk about is the fact that it's local. And craft to me just means that it's, it's crafted and it's not, you know, mass produced in a huge way. Right. Or watered down or cheap, essentially. So I think that's more the distinction these days, but it's taking a while to get there. I feel like when people hear crap, they immediately think of the pale ales. [00:05:16] Speaker C: There was a while where people are like, I need a coffee. Peanut butter. [00:05:21] Speaker A: Yeah, yeah, yeah. [00:05:22] Speaker C: This one's been through the poop of a raccoon. Craziest stuff, you know? [00:05:26] Speaker A: Yeah. Well, they still have a dragonfly. Yeah, yeah, yeah, exactly. No, I mean, that's definitely still happening. And like, I get it, you know, you, you like tequila. I'm sure that there's crazy sorts of types of tequila that you're like, I would, I would try it. You know, I, I test it out. [00:05:40] Speaker C: Yeah, A lot of it is in barreling. Like people are doing crazy things. Yeah, Barrels and. [00:05:43] Speaker A: Yeah. [00:05:44] Speaker C: Nice high proofs and things like that. Yeah, I, I want to. Before we get too deep and I, I miss it. I love it when a guy has on an incredibly vintage watch. Oh, oh, and, and you are sporting like that. That is like so hip and so cool right now. [00:05:59] Speaker A: Thank you. [00:05:59] Speaker C: Vintage watches are phenomenal. [00:06:01] Speaker A: Hey, thank you very much. Yeah. [00:06:02] Speaker C: Where did you get that? [00:06:03] Speaker A: My lady got this for me for Christmas. I have 1975. No, I hope I. Honestly, if she was traveling time, I feel like she missed out on a better Christmas gift which was also to take me in time. No, she, yeah, she got me a nice little gold Casio. Shout out to Casio. I love the Casio brand. Just super easy everyday watch. I have, I have a silver watch, a silver Casio, but I wear a gold chain. Needed a gold Casio, of course, to match it all up. There we go. [00:06:31] Speaker C: I was wanting to hear that you like stole it from your grandpa. Fell asleep drinking. [00:06:36] Speaker A: I always wanted that sort of situation where I like get will down this beautiful watch and then go to Antiques Roadshow and I'm like, this is a million dollar watch, you know, from, from time back in the day. Yeah, yeah. [00:06:46] Speaker C: But those are really popular and I've, I've ran across a couple Guys that have been sporting these, like, really cool vintage watches. I'm a. I'm a watch nerd. So when I see that I like [00:06:54] Speaker B: watches and I'm not sure that's the route, I'm going to be quite honest. [00:06:58] Speaker A: You like something more like that there? [00:07:00] Speaker B: Yeah, that's. That's a little more my style. [00:07:02] Speaker A: Yeah, that's a. That's a nice. What do you got there? [00:07:05] Speaker C: That. It's. It's Rolex up there. [00:07:06] Speaker A: Oh, I'm not buying. [00:07:09] Speaker B: Expensive. [00:07:09] Speaker C: 2019. [00:07:10] Speaker A: He just. You just laid up the, like, LeBron over Jason Terry. Sort of. I was just like, oh, I have a gold Casio watch. And you're like, Rolex. [00:07:20] Speaker B: Here's the thing. [00:07:20] Speaker C: I was more stoked about your. So that's the thing. You know, it's that. Yeah, I. I dig watches, but that one. But the way the. This vintage look has come back really quick. [00:07:32] Speaker A: Oh, for sure. [00:07:33] Speaker C: Oh, mine's an automatic. Yeah. But mine's digital. [00:07:35] Speaker A: Yeah, yeah, yeah. No. Yeah. [00:07:37] Speaker C: It's like. I know. It's so fun. [00:07:39] Speaker A: Calculator. I. I love the, like, analog. I love anything that's analog, and I'm so sad to see that go. But a lot of. There's, like, a lot of reports out there that people my age are, like, really booming these antique stores because they go back and. And it's people my age that are going to buy DVDs and CDs and. And records. I mean, I kind of started with the record. [00:07:59] Speaker C: Yeah. [00:07:59] Speaker B: I've got a few DVDs in my house. [00:08:01] Speaker C: How much are they worth, too? [00:08:03] Speaker B: I got vhs. [00:08:04] Speaker A: I need a Blu Ray. I need a blue. [00:08:05] Speaker C: Right. Yeah, I got that too. [00:08:07] Speaker A: Okay. [00:08:08] Speaker C: My wife and I had the prices right on, and they. The person won a Blu Ray player. [00:08:13] Speaker A: Literally. [00:08:13] Speaker C: Like, is this a rerun? [00:08:14] Speaker A: I'd be stoked. I would be absolutely stoked. [00:08:18] Speaker C: It was a repeat, right? No, it was a Samsung TV and a Blu Ray player and you got like 10, like, videos with it. [00:08:25] Speaker A: It's nice to like, have. It's. You have that, though. Like my. I have my favorite movies and I don't have to rely on whatever app I'm paying for at the time. [00:08:33] Speaker B: When I asked my wife why we still have these. Yeah, we have a collection of DVDs, we have a collection of VHS tapes. And she says, well, if the Internet ever goes down and we need some kind of entertainment, we have those. [00:08:45] Speaker C: Like, we don't have a player anymore. [00:08:48] Speaker A: I have both. [00:08:48] Speaker B: Okay. [00:08:49] Speaker C: You show the players. We don't have the players. Yeah. We, we'd be screwed. We just like have to look at the. [00:08:54] Speaker A: Yeah, I guess we live like pioneers. [00:08:57] Speaker B: Go to Brian's house, we play it over there. [00:08:59] Speaker C: Remember Ferris Bugle? [00:09:00] Speaker A: Yeah. Just flipping through the, the. [00:09:08] Speaker B: Oh, for sure. [00:09:09] Speaker C: By Morton's cartoon. Yeah. [00:09:10] Speaker B: So Isaiah, you look like you're about 12 years old. [00:09:13] Speaker A: Yep. [00:09:14] Speaker B: You work, you work for Upland Brewing, which means you're at least 21, surely. So let's give a little background on you, where you from. Give us your journey to Upland. [00:09:23] Speaker A: All right. I am from Richmond, Indiana. [00:09:26] Speaker C: Okay. Right. [00:09:27] Speaker B: Almost home of the Red Devils. [00:09:29] Speaker A: Almost Ohio. Yes. Home of the Red Devils. [00:09:30] Speaker C: You go there? [00:09:31] Speaker B: Oh, yeah. [00:09:31] Speaker C: Okay. [00:09:32] Speaker A: I'm a, I'm a proud Red Devil. [00:09:33] Speaker B: Okay. [00:09:33] Speaker A: Home of Desmond Bain was not a Red Devil, but Desmond Bain place for the Orlando Magic. [00:09:38] Speaker C: Okay. [00:09:38] Speaker A: You're familiar. I was a Richmond Red Devil. I ran student section high school. [00:09:45] Speaker C: Oh, okay. [00:09:46] Speaker A: Oh, yeah. So I was an energetic guy. [00:09:48] Speaker C: Yeah. [00:09:48] Speaker A: And I got, I did a lot of things in school and I got a full ride scholarship to Indiana University. [00:09:54] Speaker C: All right. [00:09:55] Speaker A: Just as a scholar, just as a man. [00:09:56] Speaker C: I worked, I just, I didn't have to play football. [00:09:59] Speaker A: Yeah. I didn't, I didn't have to be six. Six. Just locked in. [00:10:02] Speaker B: Clip that right there. That's forever. [00:10:05] Speaker A: I, I, I got a. Part of my scholarship was working at the foundation. At the I Foundation. [00:10:11] Speaker B: Like with alumni and stuff that. [00:10:12] Speaker C: Okay. Which wife's name? [00:10:14] Speaker B: Stephanie. But okay. [00:10:15] Speaker A: We won't 50s. Okay. [00:10:17] Speaker C: In a while. [00:10:17] Speaker A: Okay. [00:10:18] Speaker C: All right. [00:10:18] Speaker A: All right. That's a goal. [00:10:20] Speaker C: Back when the Flintstones. [00:10:23] Speaker A: Back when you. [00:10:23] Speaker B: She worked night was there. [00:10:25] Speaker A: How about that? Yeah, she did. She absolutely did. Yeah. A lot of people were at the telethon a bit. [00:10:30] Speaker B: In charge of the foundation a bit. Anyways. [00:10:33] Speaker A: Yeah. So I worked at the foundation and then out of school, I, I was in the Kelly School of Business. Carries a lot of weight. It does carry some weight. I was part of the dance marathon there. The Riley dance marathon. Yep. And I was, I was super involved with that. [00:10:48] Speaker B: Up on stage holding a number. [00:10:50] Speaker A: Actually. I ran the crew that held the numbers. [00:10:52] Speaker B: There you go. [00:10:53] Speaker A: That was, that was part of my job. And it's, yeah, it's a super underrated because you gotta really, you gotta really nail it like so I kind of gotta point, you know what I mean? You gotta be kind of even. We always talked about even elbows. Anyway, so responsibility. So coming out of school, I, I worked at the foundation because that's where my internship was. And it was, it was a cool job. I mean I use like a Great place to work in general, but I just needed something a little more like, energetic. And I had a marketing at some [00:11:21] Speaker B: point asking for money. [00:11:22] Speaker A: Potentially. Potentially. Or more email these days. Yeah, yeah. [00:11:26] Speaker C: To get an email and just. [00:11:27] Speaker A: Yeah, exactly. Yeah. And I think that we figured that out, too. It's like, if they're going to say no, they'll probably just say no over email, too. You know, they're going to say yes. Probably say yes over an email, too, but read the email. Yeah. And that's no big deal. Well, and. And to your guys's point, I needed something a little different, so I was starting to look around for jobs in marketing because that's what my degree was in. And I found this job at Upland. I thought it'd be cool. And I loved Upland. Champagne Velvet was my favorite beer before I was able to drink before. Legally. Oh, yeah. Legally. [00:11:57] Speaker B: Find some medical. [00:11:58] Speaker A: Yeah. A little kid. Yeah, yeah. Right when it came out. Yep, yep. 2000. What, one and so born in 2001. Okay, 2001, I got a kid. [00:12:12] Speaker B: Well, he's got kids older in August. [00:12:14] Speaker C: My kids are all weight. [00:12:15] Speaker B: Okay. [00:12:15] Speaker A: August 12th, if you. If you're interested. But I started working for Upland, and. Yeah, then we're here. I was living in Indianapolis when that happened, and I'm still in Indianapolis now. [00:12:28] Speaker B: Okay. [00:12:28] Speaker C: I want to point out why when we were kids, it was cooler than when you were kids. [00:12:33] Speaker A: Okay. [00:12:33] Speaker C: Just wondering. [00:12:34] Speaker A: Yeah, yeah, yeah. [00:12:34] Speaker C: We could go to Ohio and buy three, two beer when we were 18. Yeah, you couldn't be. [00:12:39] Speaker A: No, yeah. No. Absolutely not. There was tons of things that were more possible in those days. [00:12:45] Speaker C: I'm told the weed is stronger today. [00:12:46] Speaker B: So Will. [00:12:47] Speaker A: Most definitely. [00:12:48] Speaker B: When Will was in Cincinnati, he could actually go into bars. [00:12:51] Speaker A: Yep. [00:12:51] Speaker B: And if you were with someone who [00:12:52] Speaker C: was 21, you couldn't drink. [00:12:54] Speaker A: Yeah. You can still do that now. Yeah, you can drink if you're 18. Well, you can't. You can't drink. But, like, you're in. You're in the bar. [00:13:01] Speaker C: Yeah. But you're not allowed to buy a bed. [00:13:03] Speaker A: No, you're not allowed to buy a bed. [00:13:04] Speaker B: I was in a bar with Will. [00:13:06] Speaker A: Oh, yes, yes, you are allowed to do that. [00:13:08] Speaker B: And I went up to the guy and I said, I need two blue moons. And he looked at Will and he goes, I need to see his id. And I said, well, a, I'm his dad, and B, he only has to be 18 in order to drink here. Right. And the guy's like, oh, yeah, he. I mean, Will could have been 16 [00:13:24] Speaker A: for all he knew. But I think it is. [00:13:26] Speaker B: That was literally, like, two years ago. [00:13:27] Speaker A: I think it is. [00:13:28] Speaker B: I thought. [00:13:28] Speaker C: I thought there was, like, a rule that. That he couldn't do that. [00:13:31] Speaker B: No, it's a lot. And I don't know if you have to be. I don't know if you have to be with a parent or just someone who's over 21. [00:13:37] Speaker A: Yeah, I feel like it might have to. You might have to be, like, you [00:13:40] Speaker C: know, I'm gonna pull a Joe Rogan, and I'm gonna check that at the. [00:13:42] Speaker A: Yeah, yeah, Pull that up, Jamie. Pull that up. Yep. [00:13:47] Speaker B: So what was your first gig at Upland? [00:13:49] Speaker A: So I was a marketing coordinator. I mean, it's a bit. It's essentially been, like, kind of just running through each other. Right. Like, I do everything I did when I was a marketing coordinator, and then there were some shifts that happened just in the structure of it all. So I became the marketing manager. It was just a little title bump, but. [00:14:10] Speaker B: So right now you're technically marketing manager. [00:14:13] Speaker C: Yes. Okay. [00:14:14] Speaker A: Yep. Yep. And it's. I mean, it's anything and everything that just needs to be done. You know, something like this or it's like making a graphic or like, social media engagement or all. Everything in between, you know? [00:14:25] Speaker C: Are you responsible for the graph? [00:14:27] Speaker A: So. Well, that we actually have a great chat. [00:14:31] Speaker C: GPT is responsible. [00:14:32] Speaker A: No, no. And that's a big. That's a big thing that I try to avoid because I think that to my point from earlier about craft and about local, um, I feel it's disingenuous for a brand to tout itself as local and premium and then sort of, I don't know, take shortcuts. Right. It's like, how. How truly local are you? If I'm using a massive AI system to create everything I do, and I'm not finding local artisans to actually create things. So, like, we did posters throughout the IU season. [00:15:04] Speaker B: You, man. [00:15:05] Speaker A: Hey, thank you. [00:15:05] Speaker C: Appreciate the guilt you just gave. [00:15:07] Speaker A: Yeah, yeah, Yep. No, that's okay. And, like. And I get, you know, when it first happened. [00:15:12] Speaker B: That's your belief. That's my belief. [00:15:14] Speaker A: And. And I. I feel like I just fear for, you know, art and. And I think that marketing is art and. And people appealing to people and, like, something that people made appealing to people. And I. And I think you saw that these super bowl commercials, just complete junk layups. [00:15:34] Speaker B: It wasn't great. [00:15:34] Speaker A: Throw in two actors, have Chad GBT write the script, and we're good to go. And if that's what marketing is, I don't I don't think you're actually succeeding. [00:15:41] Speaker C: You know which was your least favorite super bowl commercial? [00:15:45] Speaker A: The Svetka one. The sped go one was just, it was two robots drinking beer. It was like a 30 second ad. [00:15:52] Speaker C: I don't think I seen that. [00:15:53] Speaker A: I mean, they paid millions. Exactly. They paid millions of dollars for this. [00:15:56] Speaker C: My least favorite was the, the Stiller one. Ben Stiller's one. [00:16:00] Speaker A: Really? [00:16:01] Speaker B: Yeah. [00:16:01] Speaker C: I didn't like them. [00:16:02] Speaker A: Yeah, it's like a Benson Boone joke. [00:16:05] Speaker C: Yeah. [00:16:05] Speaker A: And you probably don't even know Vincent. Yeah, yeah, don't look into it. I mean, it's not that interesting. Yeah, for me. Yeah. I mean there was a lot of junk in there. [00:16:14] Speaker C: The Budweiser one was always good. [00:16:15] Speaker A: Well, it's fantastic. And they are, they're an example. They're, they're like, they're a gold standard. [00:16:20] Speaker C: Yeah, for sure. [00:16:21] Speaker A: So too is Michelob. I mean, they convey the emotion that comes with having a beverage. You know what I mean? It's, it's not actually about the beer. Budweiser, like they're not gonna sell you. [00:16:31] Speaker C: Well. [00:16:32] Speaker B: Because Budweiser sucks. [00:16:33] Speaker A: Yeah, well, I mean, they're not going to sell you on the taste of Budweiser. [00:16:35] Speaker C: You can't throw away. [00:16:36] Speaker A: They're the king of beers. They're the king of beers. [00:16:41] Speaker B: You got to put on your tank [00:16:42] Speaker C: top and drink a butt head. [00:16:44] Speaker A: Yeah, yeah, no, absolutely. [00:16:45] Speaker B: We're based in Indy, not St. Louis. [00:16:46] Speaker A: Yeah, no, no, I, I mean, I'm not going to disagree with you there, but I'm also, you know, I'm young in the game, so you never know. Anheuser bush. Anyway, so. Yeah, I, I, yeah, I don't know. I love Upland. Yeah. [00:17:05] Speaker B: So, all right, some background on Upland. How long have they been around? Where did it begin? [00:17:10] Speaker A: Yeah. 1998, Bloomington, Indiana. And I, I'm still searching for like the distinct origin of the name because there is an Upland, Indiana, but Yep, I think so. It is surely. But, but also, you know, South Bend is up north as well. [00:17:32] Speaker C: Taylor is a Taylor University. [00:17:33] Speaker A: It is, Yep. We started 1998 in Bloomington, still the original location on 11th Street. [00:17:41] Speaker C: Okay. [00:17:41] Speaker A: Wheat Ale was our original brand, which is still a standard, like Fantastic Whit Beer, Dragonfly. So a lot of people who are kind of coming up to me and talking about like the, their first experiences were with Upland were going there especially on a Sunday when there were different liquor laws and you could go fill up your growler at Upland. So like every Sunday people would go to Upland, fill it up with either Dragonfly or weed food. We have. Well, because we have beer. We had beer that they could take out of there. [00:18:11] Speaker C: No, no, I mean. [00:18:11] Speaker B: Oh, because when the liquor laws. [00:18:13] Speaker A: Oh, yes, because we serve food. Yeah, yeah, yeah, absolutely. [00:18:15] Speaker C: We have bags of Doritos. [00:18:17] Speaker A: Yeah. [00:18:17] Speaker C: Weird. [00:18:17] Speaker A: I didn't have to deal with that. [00:18:18] Speaker B: That had to be before you were 21. [00:18:20] Speaker A: Yeah, yeah. Surely before I was even in Bloomington. But no doubt. But yeah, that was in the early days. But yeah, going strong ever since. [00:18:28] Speaker C: Who. Who are the people that started up with sister up and Mr. Land. [00:18:33] Speaker A: Mr. Mr. Land. [00:18:34] Speaker B: Okay. [00:18:34] Speaker A: Mr. Land. Yeah, Mr. Up and Mr. Land. [00:18:37] Speaker C: Yeah. All right. [00:18:38] Speaker B: And obviously there's the one in Bloomington. [00:18:40] Speaker A: Yep. [00:18:40] Speaker B: I've been to the one in Fountain Square. [00:18:42] Speaker A: Yep. [00:18:43] Speaker B: And we'll be there on Sunday to pick up another six pack of National Championships. [00:18:47] Speaker A: Fantastic. Great to hear it. [00:18:49] Speaker C: Stand in line to get that. [00:18:50] Speaker B: Yeah, yeah, No, I have a reserve [00:18:51] Speaker A: flying out of the way. [00:18:52] Speaker B: It was an email that you get reserved that you were guaranteed to get a six pack. [00:18:55] Speaker A: Yep. [00:18:56] Speaker B: Because two Sundays ago, when they released it and allowed five per person, which was the, that was, that was the [00:19:03] Speaker C: hiccup in that five, six packs per person. [00:19:05] Speaker B: Yes. By the time I got there, which was maybe two hours after they opened. [00:19:09] Speaker A: You're gone. [00:19:10] Speaker B: Gone. [00:19:10] Speaker A: We'll see you for. [00:19:12] Speaker B: For real. Anyway, so Fountain Square, where else is Upland located? [00:19:17] Speaker A: We have locations in Jeffersonville, which is, like, the furthest south we go. Yes, correct. [00:19:22] Speaker C: Jeffersonville. [00:19:23] Speaker A: It is correct. Yes. Right next to Louisvilleville. And it is a beautiful location that, like, overlooks the water and faces Louisville, Columbus, Indiana, obviously, Bloomington. And we have our original 11th street upland brew Pub. And we have our Tap Room Brewery there where we actually brew all the beer. Um, and then we have. [00:19:43] Speaker B: Where's that one at? [00:19:44] Speaker A: It's on Profile Parkway. It's kind of out in, like, the industry district. [00:19:47] Speaker C: Yeah, that's the one down the hill. Is there one, like, down square and [00:19:51] Speaker B: you go right down? [00:19:51] Speaker A: Yeah, Yep. Yeah, yeah. 11th Street. [00:19:53] Speaker C: Great pub. Food. [00:19:54] Speaker A: Yep. Fantastic. Yeah, we have great food, like, and that's part of the. I'll finish this. Yeah, go ahead. Yeah. Fountain Square, College Avenue, Carmel, Clay Terrace, 82nd Street. [00:20:08] Speaker B: Yeah, go ahead and hit the food. [00:20:10] Speaker A: Yeah. Oh, yeah. Like. Well, I was just gonna say, like, it's, you know, I really can take pride in what we do because, like, we have great food and we have great beer. Like, I, I, I, I don't. And, and not a lot of people who are either adept at beer or adept at food could ever disagree with either of those facts. Like, I, I have it on good authority that we have good food and good beer. So I'm happy to be a part of it. [00:20:34] Speaker C: It's been many years ago. My daughter was getting her PhD at IU. [00:20:37] Speaker A: Yeah. [00:20:37] Speaker C: She said, dad, you're gonna love this place. And we went there to eat and we ate there every time we went, oh, cool. [00:20:42] Speaker A: Oh, yeah, great food. It's, it's kind of crazy. I, right the second after I graduated, we went right to up them up and brewing. And then look at me now. [00:20:51] Speaker B: Look at you now. [00:20:52] Speaker C: I used to make the craft beer guys so mad when we'd go in there because I'm not like a hoppy beer. [00:20:57] Speaker A: You're like, what do you got? Like, like, like, like that. [00:21:00] Speaker C: What do you have the taste like, yeah, yeah, yeah. And the guy's like, well, I could put water in one of these. [00:21:06] Speaker A: Yeah, yeah. I mean, who's your game day? Is our lightest beer now in Crema. Like you're seeing it get lighter, but I think there's always the ebbs and flows of every alcohol industry of like, oh, this is what's happening right now. And I feel like you have to kind of stay steady and just be like, there's an audience for this thing and there's an audience for that thing. [00:21:26] Speaker C: This was several years ago. [00:21:28] Speaker A: Yeah. [00:21:28] Speaker C: So it was like everything was very crap. [00:21:30] Speaker A: Oh, yeah. [00:21:30] Speaker C: Hoppy. [00:21:31] Speaker A: Oh, yeah. [00:21:31] Speaker C: Like, man, I, I, I just need, I just need an Old Milwaukee light. And they would always look at me [00:21:37] Speaker A: like, come on, get out of here, Guy Burger is really good. [00:21:40] Speaker C: Dude, I just want beer that I can go with it. [00:21:42] Speaker A: Yeah. [00:21:43] Speaker B: I remember going to the restaurant in Bloomington and that was before this ever existed. [00:21:47] Speaker A: Yeah. [00:21:48] Speaker B: And looking at the menu and I don't like IPAs, I don't like porters. And I'm looking at this going, I don't know what the hell I'm going to drink. [00:21:55] Speaker A: What about Champagne Velvet? The beer with a million dollar flavor? [00:21:57] Speaker B: I'm not sure I've. No, I don't. I'm 100% sure I have not tried that. How would you describe that beer? [00:22:03] Speaker A: It. [00:22:03] Speaker C: We say Coors. Like, I'm gonna laugh. [00:22:06] Speaker A: Yeah, actually I, I usually compare it to Coors Banquet because it's, it's a little, like, it's a little medium bodied. It started in 1902. It's got a great story. It started in 1902 in Terre Haute, Terre Ho Brewing Company and kind of made its way through prohibition through like contract brewing. So in the 50s it was really big in like random places. Atlanta, Georgia. And we still sell there to places that were like familiar with it because it was contract brewed in Atlanta and sold in Atlanta, kind of bounced around or whatever. And then I think probably 15 years ago now, we bought Champagne Velvet from Terre Haute Brewing Company and they actually found the original recipe. Like, you know, what's the movie with Nick Cage? [00:22:49] Speaker B: There's been a few. [00:22:50] Speaker A: Come on. He finds, he finds the national treasure. National treasure, like national treasure style. Finds the original, original recipe and piece it together and kind of recreated it with a little spin. But yeah, and it had a million dollar patent on it, like from the original recipe. So that's why it's called the beer with a million dollar flavor. [00:23:05] Speaker C: Oh, okay. [00:23:06] Speaker A: Premium pilsner. [00:23:07] Speaker B: Now I need to try that. [00:23:08] Speaker A: Fantastic. [00:23:09] Speaker C: Do your best, Nicholas Cage. [00:23:10] Speaker A: Yeah, [00:23:13] Speaker C: I don't have one either. I wish I did. [00:23:15] Speaker A: Got nothing I. I was gonna try, but. [00:23:19] Speaker B: Ah, that's sad. [00:23:20] Speaker C: You could do a makanahavey. That's about it. [00:23:22] Speaker B: All right, all right, all right. [00:23:23] Speaker A: Pretty good, pretty good. [00:23:25] Speaker B: Okay, so let me see. Okay, where is Upland located outside of Indiana, if at all. [00:23:34] Speaker A: We have distribution in Kentucky and in Illinois, specifically Chicago. I would say the best, like the biggest place outside of Indiana right now is Chicago. They actually just opened two Champagne Velvet restaurants in Colorado as well. Champagne Velvet Taphouse, really kind of classified, like classy locations. One in Centennial and I can't remember the name of the other one. It's not open yet. [00:23:56] Speaker C: When he said classy, he says, people, let's go get a beer. [00:24:00] Speaker A: Yeah, let's go get a beer. [00:24:01] Speaker B: Let's have a beer and a meal. [00:24:02] Speaker C: It's over by the paddock. [00:24:03] Speaker A: Yeah, yeah, that's Colorado for you. I actually haven't been to Colorado at all, so I shouldn't judge that. [00:24:10] Speaker B: You need to go. [00:24:11] Speaker A: I, I gotta go get the business trip. Let's go. Yeah, I should just expense. I should buy a plane ticket on my business. [00:24:16] Speaker C: You should go expense that. [00:24:17] Speaker A: And definitely just now. Yeah, yeah, yeah, yeah. [00:24:21] Speaker B: I'm going to Champagne Velvet actually come home on Southwest. [00:24:25] Speaker A: Funny thing about the champagne of beers is that champagne velvet 1902 Miller High Life 1903. [00:24:32] Speaker C: No way. [00:24:32] Speaker A: True. Absolutely. [00:24:34] Speaker C: That was the champagne of beers back in the day. [00:24:36] Speaker A: Absolutely. They still call themselves, they call themselves the champagne of beers. It's all right. A little knockoff action. It's all good. [00:24:42] Speaker B: A little bit. [00:24:43] Speaker C: Yeah, yeah. [00:24:44] Speaker B: So you have partnerships with some, some big groups. Obviously you got, whoops, you got the piece of beer. You've got your I.U. [00:24:55] Speaker A: yep. [00:24:56] Speaker B: What other. Are there others? [00:24:57] Speaker C: What? They. They were going to make Purdue beer, but it all stinks. [00:25:00] Speaker A: Yeah, no, we. We can't do that because we're. We're Bloomington proud and that. It would just be almost sacrilegious. And I don't. [00:25:07] Speaker C: Butler beer, though, that. Are you people, like. [00:25:09] Speaker A: So we have work. We have worked with Butler in the past. I don't think that we work with them, like, in a partnership way anymore. I think we're still sold at Hingle, which is a beautiful place to go. I. I still think you get a dragonfly there, which is nice. [00:25:22] Speaker C: I believe you can. [00:25:23] Speaker A: Nothing right now. Nothing right now. I. I will say that being part of these partnerships is very, like, fulfilling. And. And it's cool for me, because I'm such. Such a sports guy, to like, just. [00:25:35] Speaker C: Do you get tickets because of it? Say, that's. [00:25:40] Speaker A: No. Signetti's first year. We got football tickets. Signetti, second year. Signetti, second year. It was kind of on a request type thing. Basketball tickets? No. Pacers tickets? Yes. [00:25:54] Speaker C: Especially this year. [00:25:55] Speaker A: Yep. Yep. [00:25:56] Speaker B: For real? [00:25:57] Speaker A: Yeah, but every year. But yes, especially this year. [00:25:59] Speaker B: Yeah. [00:25:59] Speaker C: This year, less tickets than the Fever. [00:26:01] Speaker A: Yeah. Yeah. Like, do you want more tickets? [00:26:04] Speaker C: So can you bring. [00:26:05] Speaker B: I'm Brian, your Indianapolis Realtor. If you are looking to buy or sell a house in the Indy area, I'm your guy. If you're coming from out of state, want to make a move to the Indy area, I'm your guy. Check out the show notes for a link. We can get in touch and get you started. Thanks for watching. Now back to the show. [00:26:22] Speaker C: So can you bring your friends? [00:26:23] Speaker A: Yeah. [00:26:24] Speaker B: You brought up Signetti. He's the head coach of IU football. There's a story about him getting Lifetime beer. [00:26:34] Speaker A: Yep. [00:26:35] Speaker B: And do you know that story? [00:26:38] Speaker A: I. I'm. I'm all over that story. [00:26:40] Speaker B: Could you please share that with the crowd? [00:26:42] Speaker A: All over that story. So I'll take it. [00:26:44] Speaker B: Are you a part of the story? [00:26:45] Speaker A: I'm a big part of. [00:26:46] Speaker C: Okay. [00:26:47] Speaker A: Bring it. Let's go. I shot the arrow so early in the season. I think it was after their second game. [00:26:53] Speaker B: Oh, okay. He's only been there two years. Which season are we talking first? [00:26:57] Speaker A: This. This last season. The championship season? Yeah. Yeah. Season two. He was. It was. It was after his second game and they. Someone asked him a question, something along the lines of, are you relieved after such and such. And he said, I'm only ever relieved when I go to my office and I crack beer. My first thought was, we got beer. We're right in your neck of the woods. [00:27:16] Speaker C: We have beer. [00:27:17] Speaker A: We have beer with your. With your logo on it, man. So I had a note written. I. I wrote it and then ordered it to be transferred into handwriting and attached to cases of beer and given to our connection with the football team. Yeah, no, no, no. Exactly. Precisely. [00:27:41] Speaker B: Sorry to interrupt. [00:27:42] Speaker C: Yeah. [00:27:42] Speaker B: Prior to that, I believe this was already being sold at football games. [00:27:46] Speaker A: Yes. [00:27:46] Speaker B: Okay. [00:27:47] Speaker A: Yeah, yeah. 100. And. And it is in partnership with IU. And, you know, that's. [00:27:51] Speaker B: I suppose you have their logo on [00:27:53] Speaker C: it, so you probably had that. [00:27:54] Speaker A: Yep, yep, yep. There's a little. There's a little change going out to them, but a percentage of it goes to student scholarships, which is really cool and a good thing to be a part of. [00:28:02] Speaker B: Are you Foundation? [00:28:03] Speaker A: Yeah. [00:28:03] Speaker C: There you go. [00:28:03] Speaker A: How about that? [00:28:04] Speaker B: Well played. [00:28:04] Speaker A: How about that all comes full. It all comes around. [00:28:06] Speaker C: So colleges don't have enough money. [00:28:08] Speaker A: No, they need more money. Well, hey, listen, look at the basketball team. We might need a little bit more. So I sent. [00:28:16] Speaker B: So you sent a note with two cases, six packs. [00:28:20] Speaker A: Sent a note with. Yeah, some beer. Some beer. And gave it to them. And Signetti kind of wrote us back and. And told us how much he appreciated it. And the staff wanted beer for every game. So every game, home and away. Oh, they were smuggling hooch across state lines and drinking the beer like it was sort of a post game tradition we had on. Good word that pretty much after every game they'd crack a beer. And especially after every win. Well, every win. Every game was every win. [00:28:53] Speaker B: So wins. [00:28:53] Speaker C: This year, every win was a beer. [00:28:55] Speaker A: Everyone was two. Yeah, yeah, yeah, exactly. So they only had one ever. Which is what he said in the press conference. He only has one because he gets too tired. I understand. So season goes on and. And I think, you know, during the year when we're giving them the beer, you know, part of us wanted to be like. Like, I wish you would, you know, give us a shout, but we felt [00:29:14] Speaker C: you're winning because of us, dude. [00:29:16] Speaker A: Yeah, yeah, sure. But I mean, back to the point about, like, being genuine, it felt disingenuous to be doing it only for wanting him to say something when we really just. We liked being a part of it. Like, we liked just being able to say, like, well, we give. We give beer to this IU football staff, right. So season goes on, and he. After, I think it was maybe the Peach bowl, said, he said something like, I'm about to crack a beer. And in my mind I'm like, it's going to be our beer. And that's pretty cool within itself, right? And. And we. I cut it up and put it in a video, and it was funny or whatever. But then on the podium during the, like, pre game press scrum, like, over the weekend before the national championship, someone asked him, hey, you know, you said you were going to have a beer after the game. What beer were you going to have? And he said, oh, it was the Hoosier beer. [00:30:05] Speaker B: Did you plant a reporter in the audience? [00:30:07] Speaker A: We had thought about it, too. We had thought about it pre. Earlier in the season, we had thought about doing it, but once again, like, it's kind of messed up. It's kind of. It's a little disrespectful to the journalist, too, to be like, hey, can you ask him a question about our beer? You know what I mean? And then people are going to read and be like, they definitely did that. So anyway, so some guy asked him that. He said it was the Hoosier beer. That was unbelievable. Like, oh, my gosh. He said it. And there were like. I can't remember the reporter's name, but he wrote an article for CBS Sports about how he, like, went through all these different sources to figure out what beer Signetti was drinking and what beer Signetti liked, and they found out that it was our beer. [00:30:42] Speaker C: That's awesome. [00:30:44] Speaker A: And then after the game, they had just won the national championship and the post game press conference with him and Fernando Mendoza sitting next to him. About halfway through the interview, someone said, coach, do you have that beer? And he said, oh, yeah, I had it. Who's your beer from? Upland Brewing, and it's Hoosier beer from up Upland Brewery. [00:31:04] Speaker B: Okay. Big brewery in Bloomington, Indiana. Throw a little bouquet out to them. Yeah, absolutely. [00:31:11] Speaker C: It was the best beer I've ever [00:31:12] Speaker B: had in my life and made me want to have another. [00:31:14] Speaker A: It's like, I woke up the next morning, everyone's blowing up my phone. Like, can you believe you said it? I wasn't watching it because I was celebrating, but I was sleeping. [00:31:25] Speaker C: Yeah, I fell asleep second quarter. [00:31:27] Speaker A: Oh, I was awake. Man, I wish. I probably should have gone to bed earlier. [00:31:31] Speaker C: No, I was in Tequila, Mexico. I was asleep already. [00:31:36] Speaker A: So I woke up the next morning. That's what's happening. It's. Everything's on fire. Everyone's scrambling. But I couldn't be happier. And I had already had a meeting scheduled with my boss at one of our locations. And that worked out because we didn't have to do, like, an emergency situation. Right. We already knew we were going to do that. So we meet up, and TMZ sent us an email, and I crafted it up, and I had already talked about a couple weeks prior, like, we got to do something. And. And I wouldn't say like a publicity stunt because we're not gonna do anything crazy, but we have to, like, acknowledge Coach in some way because he kind of like, he gave us a shout. Regardless of just about cracking beer and [00:32:17] Speaker B: kind of being amount of money it would have cost you to pay for that average. [00:32:21] Speaker A: Oh, 100. Yeah. I mean, that's what everyone says, too. And it's like, you. You can't. Like, you can't so. [00:32:29] Speaker C: Well, you can. Disney writes big. [00:32:30] Speaker A: Yeah. I was gonna say. Yeah, we're no Disney. [00:32:33] Speaker C: TV made me feel guilty. [00:32:34] Speaker A: No, yeah, don't do that. Don't do that. [00:32:36] Speaker B: Our good friend. [00:32:36] Speaker A: That's only going to cost us 15 gallons of water. So. [00:32:40] Speaker C: So, like, beard. [00:32:42] Speaker A: Yeah, yeah, but I. But then I put into my body and I make it happen again. So, yeah, we. I mean, we sent an email to tmz and I had already kind of pitched out a lifetime supply of beer because I was like, it's. It's broad and it's like, were we ever going to tell him no anyways? Like, if he. If he reached out and said, hey, I need 10 cases of beer for this thing, we would have done it. [00:33:02] Speaker C: So you just said 20. [00:33:03] Speaker A: So now we're just going to tell everyone, lifetime supply of beer. And TMZ emailed us. We emailed back and like, announced to them they were the first people that we told, like, oh, we're going to give them a lifetime supply of beer. And then it just. That took off in its own way beyond, like the sort of localized promotion of him saying Upland. But then the lifetime supply of beer thing is literally on, like, primetime Fox News and Yahoo Sports. TMZ like, announced it, which is just cool to say, like, first. First released by tmz. So, yeah, it's so cool to say it that way. [00:33:37] Speaker C: But if. Yeah, if you. If TMZ found out something. [00:33:39] Speaker A: Yeah, yeah. No, no, no. Well, it's like, you know, that would probably mean that I'm at least some of some notoriety. Depending on. [00:33:48] Speaker C: I suppose, depending. [00:33:50] Speaker B: Now, there is something on the wall at the Upland in Bloomington. [00:33:54] Speaker A: Yep. [00:33:54] Speaker B: That denotes the lifetime supplier. [00:33:57] Speaker C: So can you talk about that? [00:33:59] Speaker A: It's. It's a lifetime supply beer certificate created by me, and it is framed next to a gold football that Signetti signed for us after we gave him his lifetime supply of beer. And it will hang an infamy at the Upland location in Bloomington. [00:34:12] Speaker C: Does he come in there a lot? [00:34:14] Speaker A: No, not that I know of. I feel like he's kind of recluse, which I can get into. You know what I mean? Like, I don't. I don't need my basketball coach or my, you know, either coach going out and. And shaking a bunch of hands and kissing babies like the guy's locked in. He loves ball. Yeah, that he does. Yeah. [00:34:29] Speaker C: It would have been really cool if they're like, mendoza, you just won the national. What are you doing? I'm going to Disney World, Coach, you just won. What are you doing? I'm going to freaking Upland Brewery. [00:34:37] Speaker A: Yeah. Yeah. It's essentially what he did by saying he was gonna crack a beer. You know, he's like, I'm gonna have a beer. [00:34:41] Speaker B: I'm gonna have a beer. [00:34:42] Speaker C: That's so cool. [00:34:43] Speaker B: Now, the story I read days after the championship in regards to Upland, this how I found out they were making the special beer. Well, the special cans. [00:34:52] Speaker A: Yep. [00:34:54] Speaker B: Maybe 38 states reached out to you all about distribution. [00:34:59] Speaker A: Yes. [00:35:00] Speaker B: Did you wind up doing deals with 38 new states or. [00:35:03] Speaker A: I think that people think that that's a lot easier than it would actually be to go. Yeah. [00:35:08] Speaker C: I mean. [00:35:08] Speaker A: Yeah, you can. You can speak on it, too. [00:35:10] Speaker C: System of alcohol. [00:35:10] Speaker A: I was just about to say. Yep. Yep. So it's like, oh, you want beer in Alabama? Sure. [00:35:15] Speaker C: For. [00:35:16] Speaker A: For however, you know, find us a distributor. Yeah. The. The 10 people that asked us for who's your game day logger? And we, like, go do full state spread out for an IU branded Alabama. [00:35:26] Speaker C: Like, there was a lot of Alabama people that wanted to buy the beer just to dump it out. [00:35:30] Speaker A: They were. There were a lot of Alabama people that, like, said something to us, and I was like, what do you. [00:35:36] Speaker B: What. [00:35:36] Speaker A: What are you getting out of this? I. I don't understand your ass. Yeah. I. I mean, it. It. It was awesome, and I wish we could get it anywhere. Now we are talking about online distribution. And the only issue is there, like, it's expensive because there's a. You know, there's a lot of people. Exactly. So then, you know, you're dealing with a different distributor in a different state because we can't online distribute from Indiana. So then you're dealing with that distributor, and you have to ship them beer and then you. [00:36:02] Speaker C: Liquor store. [00:36:03] Speaker A: Yeah. [00:36:04] Speaker C: Like, if you're going to sell it as a. As a brand in Indiana, in another state, that distributor has to Get a liquor store to agree to sell it. You sell it from your website. Precisely. A distributor to a retailer, and the retailer ships. [00:36:15] Speaker A: Bingo. [00:36:15] Speaker C: So many hands involved. Wow. [00:36:17] Speaker A: Yep. So we want to, at the very least, try to find an online distributor just for that beer, because we know during the season, people are going to want that, and we. And we want to get it to them. You know what I mean? [00:36:27] Speaker B: Like, it's. [00:36:29] Speaker A: Even with the commemorative cam, like, if you noticed, there's no difference in price between. [00:36:35] Speaker B: Yeah, I loved that. [00:36:36] Speaker A: Yeah. And. And it's back to that, like, being a local and genuine brand. Like, we're not. We're not doing this to. To make a ton of money on it. We're doing it because, like, we. We want to be a part of this ride for people. And it helps us in the. Yeah, exactly. You know, everyone is happy in the end. You know? Like, it. It helps us not just with that, but the fact that he said up and brewing. It helps us with Dragonfly or the Cremail or what have you, you know, and we're. It's goodwill towards the people that our community that we're in. [00:37:04] Speaker C: So look up Excel Pay. Yeah. It's a website company. [00:37:08] Speaker A: Okay. [00:37:09] Speaker C: Build your back end. Then what they'll do is they'll put you in a state that can ship to 48 states. Oh, there we go. Liquor store will carry all of your beers. [00:37:16] Speaker A: Yeah. [00:37:16] Speaker C: People can go to your website, order it. XLP will then learn and stuff. [00:37:20] Speaker A: There we go. [00:37:21] Speaker C: And ship it from the states that can ship to the. I'll take that email and then go to the tequilashop.net. okay. [00:37:27] Speaker A: Yeah, yeah. [00:37:27] Speaker C: Look at the tequilas that are available. [00:37:29] Speaker A: Okay. And get that one. [00:37:30] Speaker C: You can get that one. Oh, okay. [00:37:32] Speaker B: There you go. [00:37:32] Speaker A: Can't wait. [00:37:33] Speaker B: All right. You're the marketing guy. [00:37:35] Speaker A: I'm the marketing guy. [00:37:36] Speaker B: This, as we've said, is pretty much the same beer as what's in this case. [00:37:41] Speaker A: Yeah, sure. [00:37:41] Speaker C: Yeah. [00:37:42] Speaker A: Allegedly. [00:37:42] Speaker B: This is allegedly. Okay, I understand this is essentially tied to the national championship game. [00:37:52] Speaker A: Fourth and five, 100%. [00:37:54] Speaker B: Right. Did you make this? Because this took a little while for it to make its way to the shelves. [00:37:59] Speaker A: Yep. [00:38:00] Speaker B: So it's just kind of to satiate people while they waited. [00:38:03] Speaker A: Bingo. [00:38:04] Speaker B: Okay. [00:38:04] Speaker A: Yep. I nailed it right on the head. [00:38:07] Speaker C: So since this one doesn't have IU's name on it. [00:38:10] Speaker A: Nope. [00:38:10] Speaker C: They're not getting any change from this one. [00:38:13] Speaker A: No, they are not. [00:38:13] Speaker B: Ah, sorry. [00:38:14] Speaker A: We did a good decision. We did a crimson and cream ale. You get it? [00:38:19] Speaker C: I do. [00:38:20] Speaker A: And they did not want that. They did not like that. We did not do that. This. I, I can't take credit for this. This was our. [00:38:27] Speaker C: They were mad at you. [00:38:28] Speaker A: Yeah, they absolutely. This, this is our hospitality guy. And, and our hospitality team came up with that one there. That was a great idea. [00:38:37] Speaker C: Made a beer called Bobby's Night. See how mad they are about that one. [00:38:41] Speaker A: I'm writing that down. Yeah, the. What can go wrong? [00:38:44] Speaker C: There's a Jean Katie beer. [00:38:45] Speaker B: Yeah, there is. [00:38:46] Speaker A: Oh, I mean, well, we, we see it at bars all the time and like, we don't want to be snitches, if you will, but, you know, the, the Pacers and IU are very strict about the way that you use things. And then these bars just name things willy nilly. And, and absolutely. You know, they, they use trademark words and things like that. And. [00:39:05] Speaker C: But [00:39:07] Speaker B: I've had a conversation with somebody who works high up in a brewery in Indianapolis and asked him about naming beers. And I said, it's gotta be so hard for you to come up with the name of a beer that maybe hasn't already been chosen. And he says, yeah, it is 100. But at the same time, if they only serve it in the brewery and they don't mass distribute it, basically it's a. Until someone sends us a cease and [00:39:35] Speaker A: desist, we're just gonna go with bingo. Yep, 100%. Like, we, we can do a lot of different things or, or, and not even necessarily, like, cease and desist range, but like something that might not appeal to the masses on the shelf, but that's funny to us or whatever. And, and for our audiences that enjoy our locations would enjoy that. [00:39:56] Speaker C: Have you done an Ohio State socks beer? [00:39:59] Speaker A: I. I thought you were about to say Ohio State beer because someone brought that up to me. I'll tell you my thoughts. [00:40:04] Speaker C: Yeah, we. If you make a host Ohio State beer, what you have to do is you have to put the Ohio State be beer and then make it taste horrible. [00:40:12] Speaker A: Yeah, I, I just, I honestly dis because I'm from Richmond, Indiana, and I'm. I'm right on the border. I had a lot of people in my classes and stuff who just took in Ohio State. Their parents didn't go to Ohio State. They've probably never been to Columbus. Yeah, yeah, 100. [00:40:28] Speaker B: I agree. [00:40:28] Speaker A: Or Miami, Ohio. [00:40:29] Speaker C: Super city, too. [00:40:30] Speaker A: Yeah, Miami, Ohio. Like, let's go. But yeah, no, I actually hate Ohio. [00:40:35] Speaker B: I got in a row of Ohio. Just finished the regular season and tournament undefeated. [00:40:39] Speaker A: Yep. [00:40:41] Speaker B: Men's basketball. Good luck to you all in the tournament. Probably not going to wind up undefeated, but that's really. [00:40:45] Speaker A: You're right. [00:40:46] Speaker C: That crap's about the start, isn't it? [00:40:47] Speaker A: I'll be rooting for you. I'll be rooting for you. Miami, Ohio. [00:40:50] Speaker B: What about. Right. State. [00:40:52] Speaker C: That's in Dayton, Ohio. [00:40:53] Speaker A: Yep. The Nutter Center. [00:40:54] Speaker B: Oh, yeah, that's. Never mind. Yeah, I've been there. [00:40:57] Speaker C: Surely. We raced motocross in their stadium. [00:40:58] Speaker A: Yeah. I was going to say there's like [00:40:59] Speaker B: they do all kinds of in there [00:41:01] Speaker A: horses, what have you. [00:41:03] Speaker C: For sure. [00:41:05] Speaker B: What else you got for our man Isaiah here? [00:41:07] Speaker C: We're in the beer world. I'm. I. Oh, I'm just hanging over here in the agave world. All right. [00:41:11] Speaker A: Questions for me as a person? Sure, yeah. [00:41:15] Speaker C: How old are you? [00:41:16] Speaker A: I'm 24. [00:41:17] Speaker B: Okay. [00:41:18] Speaker C: So if you could tell a 50 year old self something. [00:41:21] Speaker B: Oh, wow, we're flipping this. [00:41:24] Speaker C: Think about what you know today. [00:41:27] Speaker A: Yep. [00:41:27] Speaker C: That you want 50 year old self to know. [00:41:31] Speaker A: Yep. [00:41:31] Speaker C: Okay. [00:41:32] Speaker A: Oh, I would say ways easier, by the way. [00:41:35] Speaker C: Oh, hell yeah. Yeah. [00:41:36] Speaker B: Yeah. [00:41:36] Speaker C: Because it's so easier. [00:41:38] Speaker A: Yeah. [00:41:38] Speaker C: Things you failed at. [00:41:39] Speaker A: Yeah, yeah. [00:41:40] Speaker B: I'm talking to 25 year old me. It's invest in Amazon early on. [00:41:44] Speaker A: Yeah, yeah. [00:41:45] Speaker C: 50 year old self. [00:41:46] Speaker A: I would say stay curious and stay true to community in a way that, you know, I've been talking a lot about. It's ridiculous how good it makes you feel when you pass someone on the street and they go good morning. [00:42:00] Speaker C: Yeah. [00:42:00] Speaker A: And it's, it's sad that, that we are all so hesitant to do that for no good reason other than the fact that the big. They, oh, people don't like each other. Things are terrible now. I don't think that's true. I think if you walk down the street and you told someone good morning, they'd give you a smile and say it right back. And I feel like that there's a, there's something in that, that we're, we're missing now. So I would say keep that in you and don't, don't let, don't get bogged down by the noise, youngster. Yep. [00:42:32] Speaker C: That was really powerful. [00:42:33] Speaker A: That was really good. [00:42:34] Speaker C: I really appreciate that. [00:42:35] Speaker B: Absolutely. You know who Robin Williams was? [00:42:38] Speaker A: Yep. Absolutely. [00:42:39] Speaker C: He still is. [00:42:39] Speaker B: There is a. [00:42:41] Speaker C: There's a lot of Robin Williams. [00:42:42] Speaker A: Yeah, yeah. [00:42:42] Speaker B: No, I'm saying. [00:42:43] Speaker A: Yeah, yeah, yeah. [00:42:44] Speaker C: He lives on. [00:42:45] Speaker B: You are sure. [00:42:45] Speaker A: Yeah, that's right. [00:42:46] Speaker B: He was in a movie called Patch Adams. You ever seen it? [00:42:49] Speaker A: I have not, but I'm familiar. [00:42:51] Speaker B: There is a portion of Patch Adams where his task is to go out and make people smile. And it just had to do with passing by people. [00:42:59] Speaker A: Yep. [00:43:00] Speaker B: And what you just said there is very reminiscent of the goal there was literally just to make people smile. And I'm not saying that saying hello and good morning to people is necessarily going to make them smile. [00:43:12] Speaker A: 100. [00:43:13] Speaker B: But it, it's in the world of social media, it's a pattern interrupt. [00:43:17] Speaker A: Yep. [00:43:18] Speaker B: It changes their demeanor, you know, and there are going to be a holes who, you know, will not respond and they'll just walk on by you. [00:43:25] Speaker A: Yeah. [00:43:25] Speaker B: Screw them. Yep. But you have probably affected people just by saying good morning. [00:43:30] Speaker A: Yep. Yep. You know, give a smile to the, to the, the person at the counter at the coffee shop and ask them how their day is going. And it's simple. [00:43:37] Speaker B: I, I have a thing that I do when people ask me how I'm doing today because. Because the typical answer is, I'm good. I'm fine. [00:43:44] Speaker A: Yep. [00:43:44] Speaker B: My goal is to come up with some sort of a different adjective, Whether it's sensational, outstanding, I'm awesome. And oftentimes finer than a frog hair. [00:43:55] Speaker C: And we're super duper. [00:43:57] Speaker B: There you go. So oftentimes when I say that, someone will give me a comment like, oh, wow, that's. That's really. [00:44:04] Speaker A: Yeah. [00:44:04] Speaker B: Wow, I didn't expect that. Or yeah. I say, well, I like to set the bar high. [00:44:08] Speaker C: Yeah. Try this one tomorrow. My hemorrhoids are itching like never before. [00:44:12] Speaker A: Yeah, that's good. That'll knock back. Talk about a pattern interrupter. Yeah. Nah, there's a. [00:44:21] Speaker C: There's a Larry Fleet country song. And what he says is, I. I like living in a place where. Where trucks drive by and wave just to say hi. Like, just your neighbors wave. You wave back. You think how that. That's a lost. [00:44:34] Speaker B: Unless you're a Jeep. [00:44:35] Speaker C: Unless you're one of them Jeep guys, you know? [00:44:37] Speaker A: Yeah. [00:44:37] Speaker C: People do that. Just wave and say hi to your neighbors. Like, people don't do that anymore. [00:44:41] Speaker A: Well, I, I feel like to. To the point that I was saying, it's like people don't do that anymore. And we are people. And like, I feel like we have to just generate that into the world. You know, I don't think that people have lost that. We're just not used to it anymore. Or they're just so caught up in all this stuff that they don't even think about doing that when it used to be commonplace. [00:45:04] Speaker C: Well, I think, I think people are, you know, if you think back to I'm, I'm old, Right? So you are. You know, we grew up watching tv. [00:45:10] Speaker A: Yep. [00:45:11] Speaker C: And when the shows were over, you went to bed and you played in the street. So the street lights came on and you know, everybody. Everybody's outside. And then my kids were the first generation that I was around that were video game people. [00:45:23] Speaker A: Yeah. [00:45:23] Speaker C: They would go outside. Yeah, it's nice outside. I don't care. There's no TV out there. [00:45:27] Speaker A: Whatever. [00:45:27] Speaker C: And then now the next generation is so caught up in social media and. Yeah, they're looking for likes, not waves. [00:45:33] Speaker A: Yeah, for sure. Yeah. We all attribute to that, you know, like, we can't. It's not the 15 year old's fault that he doesn't know. You know what I mean? Yeah, exactly. Like we. [00:45:47] Speaker C: Because we handed him the iPad, trying to be quiet. [00:45:49] Speaker A: Bingo. Yeah. We sat him in front of the TV and said, you can play Xbox. [00:45:52] Speaker C: Right? [00:45:53] Speaker A: There you go. You know, and I saw something the other day. This is. We're going off top. We're all good, man. [00:45:58] Speaker B: There's no topic here on the show. [00:46:00] Speaker A: I saw something the other day and it was interesting and I. It was, it was from the new Jeff Foxworthy special. I'm sure that's a juicer, but sure, why not? [00:46:08] Speaker C: How to tell if you're a redneck? [00:46:09] Speaker A: Hey, yeah, you might. You might be a redneck. Hey, what about get her done, get her done. Come on. Classic tater salad. [00:46:17] Speaker C: That's Ron White. [00:46:18] Speaker A: Yep. Here's your sign. Oh, I'm familiar with the Blue Collar Comedy tour. [00:46:21] Speaker C: How about, hey, look at your sign. [00:46:22] Speaker A: Yeah, yeah, here's your sign. Come on now. [00:46:25] Speaker C: Billingvalling. [00:46:26] Speaker A: Yeah. Blue Collar Comedy Tour. Shout. In the ripe year of 2026. But I saw a thing from the Jeff Foxworthy special where he's like, oh, kid kids. Back in my day, we didn't get participation trophies. And someone made an interesting point. They're like, the kids didn't make the participation trophies. People's parents, parents made participation trophies for the kids. And then they're like, these kids get participation. You made the participation trophy. [00:46:53] Speaker B: Can I tell you something? [00:46:53] Speaker A: Yeah. Yeah. [00:46:54] Speaker C: So I owned a motocross track. [00:46:55] Speaker A: Okay. Okay. [00:46:56] Speaker C: And at the motocross track, you know, the, the A riders would win their money, B riders would win their trophies. And when it was the little PW riders, the, the youngest kids. [00:47:04] Speaker A: Yep. [00:47:05] Speaker C: These parents would fight over where their kid finished. So you know what we did? We took a stance as a motocross track to give it a. A little toy of a. A motorcycle for every finisher of the race got a little toy. [00:47:19] Speaker A: There you go. [00:47:20] Speaker B: And you know what? [00:47:20] Speaker C: The dad got first place trophy no matter what place their kid finished. So nobody got participation trophies. [00:47:26] Speaker A: Yeah. [00:47:27] Speaker C: The kid got a dirt bag they wanted to play with. [00:47:29] Speaker A: Yeah. [00:47:29] Speaker C: And the dad got a first place trophy to put on his desk at the, at the office, even though his kid finished 37. [00:47:34] Speaker A: Yeah, I like that. [00:47:35] Speaker C: We had no second place trophies for the 50s. Were there 50 kids? [00:47:40] Speaker A: Was anyone, like, pissed off about that or were they all happy? Oh, yeah, they were like, no, the [00:47:44] Speaker C: kid got a bike. [00:47:45] Speaker A: Yeah. [00:47:45] Speaker C: The kid got a plaque. You know those plastic dirt bikes? [00:47:47] Speaker A: Yeah. Yeah. [00:47:49] Speaker C: So the kid, like, disappeared. Like. [00:47:50] Speaker A: Yeah, they could have cared less. Yeah. [00:47:52] Speaker B: They're like, I don't know. [00:47:53] Speaker C: I don't care. I got a dirt bike. [00:47:55] Speaker A: Yeah. [00:47:55] Speaker C: And then a dad left. He's like, I'm a winner. [00:47:57] Speaker A: I'm a winner. Yeah. [00:47:58] Speaker C: I did the winner. I was never a winner. I wanted him to be a winner, you know, but then. But that the other classes, you know, you got first, second, and third. Because at. At the seven, the. The six to eight year old age. [00:48:10] Speaker A: Yeah. [00:48:10] Speaker C: The kid didn't care. The dad did. [00:48:12] Speaker A: Yeah. [00:48:12] Speaker C: But at age 10, the kid's like, I can't get a first place trophy. I freaking lost. [00:48:16] Speaker A: Yeah. Yep. Got to work hard. Got. [00:48:18] Speaker C: I gotta win. Yeah. [00:48:19] Speaker B: I'm a loser. [00:48:20] Speaker A: Yep. [00:48:20] Speaker C: Right. And it was this. So I did that in our track. [00:48:23] Speaker A: That's awesome. [00:48:24] Speaker C: So freaking cool. It was motocross, motorcycles for all these little kids. [00:48:27] Speaker B: That's great. I will share a story I saw on TikTok today. It was a gentleman talking about he was at a college baseball tournament. I don't know where in the country he was. And he just went to seemingly watch the games. And he was talking to a gentleman, struck up a conversation, and he said, you know, whatever, Guys like, hey, yeah, my son plays for. It was Ohio State. And he said, oh, congratulations, that's great. And dad says, well, you know, yesterday he gave up the game winning homer, so it wasn't necessarily a great day. [00:49:01] Speaker C: He's a big loser. [00:49:03] Speaker B: And the other gentleman goes, congratulations, that's great. And then he went on to explain how awesome that is for parents, but they have lost sight of what's important. He goes, when our kids were babies and they took their first steps, we were thrilled for them. We were there, we were cheering them on. [00:49:23] Speaker C: We just wanted to stop shooting their pants. [00:49:25] Speaker A: Yeah. Yeah. [00:49:26] Speaker B: That didn't happen after they started walking. [00:49:28] Speaker C: Yeah. [00:49:29] Speaker B: Then they just fell down and smushed it. But somewhere along the you know, the way of them learning how to throw and how to hit a baseball and, and all of that. It became competitive, and now he's at a point where he has, he's playing college baseball at a Division 1 level in this tournament, and you're there to cheer him on. Congratulations to you and all those parents who get to do that. And that's really all that matters. Yes. We want our kids to be successful, but, you know, shit happens. [00:50:01] Speaker A: Yeah. [00:50:01] Speaker B: And, you know, you shouldn't feel bad about that. Look, look at the, all the good that comes out of that. And I think that's super cool. [00:50:08] Speaker C: So. Success doesn't come from winning every day. [00:50:10] Speaker A: Yeah. [00:50:10] Speaker C: Success comes from learning how to lose. [00:50:12] Speaker A: Yep. Yep. [00:50:13] Speaker C: Success comes from failure. 100 and that if you can't learn from that. And I, I. It's our generation's fault for messing up our kids. [00:50:21] Speaker A: First of all, I won't put that on you. [00:50:22] Speaker C: All go to college. [00:50:23] Speaker A: Yeah. [00:50:24] Speaker C: Which they probably didn't all need to go to college. Yeah. Then we told them, you know, they had to get a participation trophy because we didn't want you to feel bad, but you don't feel bad. Makes you, like, learn a little more. Yeah. Oh, that's for sure. You get into sales, right. You're in marketing. You're in sales. [00:50:37] Speaker A: Y. [00:50:38] Speaker C: We have more people tell us no than yes. 100%. And if, if everybody said yes, this. Everybody do this. [00:50:44] Speaker A: Yeah. Easy money. [00:50:46] Speaker C: We'd have a million followers. For real? [00:50:48] Speaker A: Million followers. A million dollars. [00:50:51] Speaker C: That'd be nice. Yeah. [00:50:52] Speaker A: Maybe you have a million dollars. [00:50:53] Speaker C: I don't know. [00:50:55] Speaker B: All right, well, Isaiah, we appreciate you coming here, man, sharing a young kid's perspective, talking about some phenomenal beer and bringing some phenomenal beer, which I definitely appreciate. Brad gets none. [00:51:09] Speaker C: I need gluten free. [00:51:10] Speaker A: Correct. It's all good. [00:51:11] Speaker B: Got any gluten free beer there? Dublin? [00:51:13] Speaker A: We don't. We hear that a lot away from it. Okay. That's sort of what we've gone back is that it's, you know, it's hard to do. [00:51:20] Speaker C: There's only Brad. I said, you know how they make gluten free beer? [00:51:22] Speaker A: How's that? [00:51:23] Speaker C: It's only made in the wintertime in states where there's snow. Oh. And the way they do it is they go to all the, like Walmarts and Lowe's and then they ring those big mats out in front of the door. [00:51:33] Speaker A: Yeah. [00:51:34] Speaker C: And then that, That's a gluten free beer. There you go. Tastes pretty good, no, Sounds delightful. [00:51:39] Speaker B: Sounds delightful. Well, safe drive back to wherever you're going. Dude, come on. [00:51:44] Speaker C: I drink too much. [00:51:45] Speaker B: Wow. We're switching back to the hard truth. [00:51:48] Speaker A: Hard truth. [00:51:49] Speaker C: Oh, there you go. [00:51:50] Speaker B: All right, well, thanks for being on Isaiah. Thank you for watching. We'll see you next time on Indiana Success. Happy hour. Cheers. [00:51:57] Speaker A: Cheers. Closing deal and cracking jokes. Lender Stall and Buyer's ghost. We vent, we sip, we laugh, we [00:52:13] Speaker B: think real estate makes us drink.