 you know what came in my. I don't know why I don't want money so I want to wish. Why so how could a pony be a waste of a way I don't know maybe I do want. The answer to the courts, it's just always you the courts. Hi, I'm Shannon and this is a special happy hour edition of school of hustle today we have Garrett reading camp the CEO of Cambrucha cheers cheers. This is really good. I'm glad you like it I do you know I haven't historically considered myself a Cambrucha fan and I'm not drinking Cambrucha right now I'm drinking Cambrucha tell me really what is this product all about. So Cambrucha is a naturally fermented product that contains alcohol. The majority of the industry keeps that alcohol low under half a percent. We heard from consumers that there was an opportunity to to provide like a fully alcoholic beverage that was not only you know fun to socialize with but also had all the health properties of Cambrucha. So you literally invented an entire category and a super flooded space. Yeah yeah and that's I mean that's what's interesting about this is again Cambrucha itself is one of the fastest growing functional beverages. So it's about a billion dollar category which is roughly the same size as all like flavored malt beverages so think like Mike's hard lemonade all the seltzers like all of those together equal billion dollars so it's a great category it's really quickly growing and so to be able to attach ourselves to that and have you understand already Cambrucha I know what that is it's easy for us to attach to that. From what I understand. Yes you did not start as Cambrucha fish in the auto you're an engineer at one point. Correct. Yeah. Yeah. So I mean my career has really led me to a variety of different paths. I spent a ride a little bit of time in software startups. I've done business school also worked for a consulting firm called McKinsey. It's there where I got involved in kind of the CPG landscape and everything was going great there but then I came across the co-founders of Cambrucha Ariel and Barry and they kind of explained this inkling of an idea they had to me about creating a fully alcoholic Cambrucha. In marketing it comes back to like what are you trying to accomplish you can't boil the ocean like you literally can't be all things all people right. So number one we really did a lot of work to figure out who exactly we're trying to talk to right who is our target demographic. So it turns out that the person the core user of of Cambrucha is is a 25 to 40 year old female who's who's that's actually me barely to be clear barely but it's still me. So you're the person we're talking to and we got this you know through a bunch of interviews people just like yourself and someone who lives a balanced lifestyle who is very active socially who doesn't want to compromise really anything just like I'm sure you you want to go out you want to work out you want to have fun all that stuff so now we know who we're talking to right then the other things we need to do to really get this brand out there is raise awareness and to drive trial. So when you tried the product that's when you became a believer so we have to ask ourselves how can we get the most people to try this so the strategy that we've taken is one concentrate on small markets so we didn't try to go nationwide we're only only in New York only in Miami. Was there ever a time when someone told you to do something and you did it and you found out that it was a bad piece of advice. I think maybe maybe waiting as long as we did to pivot to to this full alcohol at Cambrucha. I think we always had the idea that it was going to be the right thing to do and we we just want a little bit too far trying to over verify it right like this the CEO for for craft. Actually had a good coach like in the New York Times couple days ago we said like if you can just get to 75% certainty that's all you need because the extra 25% is just insurance. So we should have moved when we had that 75% and we were kind of trying to go for that. Ultimate sure thing and in the end you just got to go with that you know if you feel like you've got the base level of information. Yeah it's amazing. I remember in my local Whole Foods I walked in and someone kind of walked in with me and I was walking back to where our product is in the beer section and I was going to check on what was going on back there. The person you know walked in. Made a beeline for this. Royal ginger part of which like grab the 4 pack and just walked out and I like the double take and I like went in like tap them and I was like excuse me sir like what do you like why are you doing this like what's going on like I want to know like why you were so intense on the bridge. He's like I love this is all I drink and I was like wow that's incredible so then did you tell him who you are yeah. Thank you. But it's just crazy when you think that that like that's some random dude yeah who like I'm I'm not not me the team come through to is making his life better is like this is all I drink. That's really that's an that's an amazing yeah, so that that was that was very cool but we have a lot of those to go before we're done. When we mentioned to our tribe and social that you would be here. We did get a question from one of our tribe members nerdsie and nerdsie is really wondering how you get the public behind you. I think number one is like knowing that especially at an early stage with limited resources like we have the public is not the right target. We're not trying to create a mass movement at this point we believe that that will come but the way to do that is to really get a small group of people really passionate about what we're doing so you mentioned like your tribe. So when we think about our marketing efforts largely we're not thinking about the public we're thinking about Liza and Kristen who are our caricatures for our core consumer and so we want to get them very excited that's the first thing we have to understand like who we're trying to talk to and then the second thing is like it's you know it's not rocket science but it's like picking where you want to make your mark and so we have chosen we really want to make our mark in store. We really want to make our mark by being at places where Liza and Kristen are likely to be and get them to try it so we're talking about partnerships with SoulCycle things with doing like partnerships and samplings at Lululemon exclusive shopping and even like Bandier and other more like boutique type of offerings so really just trying to be at the places where Liza and Kristen shop work and play and get them aware of the products and get them turned on to the products and ultimately hopefully get them to try the products right and we know from our research that if we can do that we're going to convert a fair amount of those people and then to the back to the question about getting the public excited if we can get them using the product here in New York and in Miami in our expansion markets then that will then snowball into like a broader a broader movement I guess but that's we for where we are now we can't afford to do like a nationwide advertising campaign so we have to start with our core use. I think that's great. I love that focus. Yeah now we've definitely learned a lot today and I certainly have so much enjoyed learning about your business and what you're doing. I think it's fantastic. I would like to however learn more about you and play a game. Okay. I love this game is called hustle time. You get 60 seconds on the clock and I am going to ask you rapid fire style. The question and you answer it as quickly as you can now you can think about the question and belabor the question but that is costing time and you want to try to get through as many cards as possible here go ahead and give it a shuffle or cut the deck. I want you to feel like the deck is fair. Are you ready. I'm ready. If you go back in time. Most irrational fear snakes if a genie grant you 3 wishes what would you wish for unlimited steak and a plane and a sailboat snapchat has a long life or is a lot cause don't care. Camping or glamping camping karaoke is about telling our commitment commitment. Describe yourself 3 words fun outgoing. Humble number one guilty pleasure not what. Moana. First celebrity crush. What was her name. Alicia Silverstone first concert you ever saw. Kenny G. New York tour is helping director keep on your way helpful directions first record you bought your own money. Taylor Swift 1989 coffee or tea coffee. Again Moana binge watch or watch weekly binge watch favorite breakfast eggs last person you texted. My core for Laura early for night out night out New York London New York. How many. I think only got like 16 the moment of truth. Okay let's go. 1 2 3 4 5 6 7. 8 9 10 11 12 13 14 15 16 17 18 I stumbled on the genie question. I know that was the one that got me. That's a hard one. That's a tough card to pull because you have to say 3 things. Yeah. Yeah I messed that one up and also also 3 qualities about my like it's it's weird when you want to like talk about yourself. I know yeah yeah. Okay well that way that that that's why I kept that because I was the first thing I was. I tried to speed up I guess we got that was I was trying to like help you get some time there. It was good. It was good. You did great. Thank you. That was great. I thought it was great. Now that was a lot of fun and I I just I really appreciate you being here and opening up and sharing so much with us. I'm wondering you know though you have to finish this. Really thank you before before we really say goodbye. I would love you for you to share some advice to everybody just the last thoughts you know I mean what would your last piece of advice be to everybody who's watching. The piece of advice that I try to use every day that I think has led to the most success for me in my career and with Cambridge was was given to me by a mentor I had had a software startup about 8 years ago and it's it's control the controllables. So in in in in every situation there's so many things out of your control but there are always things that you can control to to influence the situation so that it comes out how you want to so we use it we use this every day we use it like right now we're having like honestly we're having kind of a little bit of an issue with some of our production processes and we we can't necessarily control what's going on but we can control how often we measure we can control how we deal with the process around it you know things like that and with customers as well it's like I can't control if if a bar is going to purchase our product but I can control how many people go into that bar and ask for the products right I can control how well we present and how well equipped our sales reps are to go in and present to that bar owner. So control it's just like a lot of things and I don't know I think about all time control the controllables. Thank you to everybody for watching this has been another fabulous episode of School of Hustle. So how much more fun has this one been because you're drinking from Russia. Then that either I won't make you answer that because then that's not nice to the other participants but this is a lot of fun. Now I love the question. This has been the most fun School of Hustle it's the happy hour. It's the happy hour version. There we go. That's a way to be fair. I have never even had this product before you have introduced me you have done a taste test right now with your target demo. There we go. I really I have really enjoyed the product products. I've especially enjoyed talking with you. Very cool. We can get it Whole Foods Trader Joe. Let me get my sales pitch. We'll put a number on the screen. All of the City Target Whole Foods Trader Joe's only in New York and Miami for now. But soon soon coming to to other places in the country. I'm excited to keep watching you. I'm excited to see what fall flavors pop up and thanks again for being here. We really got a lot out of this. Thank you. Definitely. Yeah. Thank you. Cheers. I'm 23 years old. It's my first job out of college. I worked for ExxonMobil. I was an engineer. Okay. Basically the opposite of an entrepreneur at that point but I had my boss my boss's boss in town for my first big customer dinner. Right. So picture a nice steakhouse and like a you booth. There's eight people and I'm in the middle and I'm just like doing my thing. You know like conducting everything making sure he's happy like being a great technical salesperson like I was. So I get my steak. I take my first bite and I'm like this is going so well and I'm chewing and I'm chewing and I'm like trying to breathe and I'm realizing that I can't because it's stuck in my throat and I'm like it's okay. It's okay. Don't worry about it. So then I go to take a glass of water. You know maybe I can get it out. So I take the water and the water is like in my mouth and I can't like do anything. So then I legit like universal choking signal like the movies my VP of the whole division my boss's boss is like are you choking and I'm like yeah. So he gets out. We have everyone's scoots out of the booth because it's like a booth scoots out in the middle of like in the middle of the restaurant. This is doubtful our style like gives me the home. Yeah in the in the whole restaurant everyone claps. Everyone claps. Well you know it's interesting. Okay. So I love this because in New York City. The reason why you have to post the picture of the Heimlich maneuver sign on every restaurant is because this was years ago the mayor of New York was choking on a pork chop really somebody in the restaurant saved his life. There you go. Now that's that poster is ever because of that. I mean it is really I've choked myself. Yeah I've done I've done something similar. Yeah and it's a horrible feeling. It's the worst. What I have to ask you though is did you continue to eat the rest of the steak. No did not. No I did not eat the rest of the steak. I was totally scarred but I did finish the business meal as awkward as that was. You finished the presentation. We finished we finished the meal. Everyone huddled back in the booth. Yeah and it was so awkward. Well what's funny about that is like I think about that I'm like sometimes you think that this state everything is going on is so important right but then it's like yeah the most important thing is like keep yourself alive like true your true your food. And there's that so it helps like put things perspective sometimes if you think like if you think like things are going bad it's like what I at least I'm not choking. That's amazing. I love that. That is if your goals are to see more of noodle and watch more episodes of School of Hustle.