In this episode, we have Maddy Rotman & Taylor Lanzet, the Co-Founders @ Anytime.
Anytime is supporting regenerative agriculture with two inaugural product lines in the adult beverage category. They first launched a canned cocktail lineup called the Anytime Spritz in May of this year and in just two weeks will bring to market their two inaugural spirit products: Anytime Famrhouse Vodka and Anytime Farmhouse Gin. All of these products are Regenerative Organic Certified® and made with wheat grown on Regenerative Organic Certified® farms.
In this episode, we learn about how COVID-related supply chain crises led them to co-found this booze brand, why they believe scaling regenerative row crop acreage is all about alcohol, and what it is like starting a female and queer-founded CPG company in a hyper-masculine category like alc bev.
🎉 Launching the first Regenerative Organic Certified® booze!
🤤 Their inaugural lineup of 3 farm-to-can cocktails
😯 Why real spirits > malt liquor for RTDs
😂 The COVID supply chain crisis that inspired the brand
🥃 Why regenerative acreage depends on alcohol consumption
🎯 The huge opportunity for clean and organic adult beverages
👌 Focusing on certain retailers to drive product discovery
🤯 Why copper distilling is a gamechanger for flavor
👏 Starting a female and queer-founded brand in a male-dominated industry
🔑 Why retailers are the key to a regenerative revolution
ReGen Brands Recap #51 - Drinking Our Way To Regenerative Organic Row Crops - (RECAP LINK)
Disclaimer: This transcript was generated with AI and is not 100% accurate.
Kyle Krull - 00:00:15
Welcome to the ReGen Brands Podcast. This is a place for consumers, operators and investors to learn about the consumer brands supporting regenerative agriculture and how they're changing the world. This is your host, Kyle, joined by my co-host, AC, who's going to take us into the episode.
Anthony Corsaro - 00:00:33
On this episode, we have Maddy Rotman and Taylor Lanzet who are the co-founders at Anytime. Anytime is supporting regenerative agriculture with two inaugural product lines in the adult beverage category. They first launched a canned cocktail lineup in May of this year called the Anytime Spritz. And in just two weeks, they will bring to market their two inaugural spirit products. Anytime Farmhouse Vodka and anytime Farmhouse Gin, all of these products are Regenerative Organic Certified and made with wheat grown on Regenerative Organic Certified farms. In this episode, we learn about how COVID related supply chain crises led them to co found this booze brand. Why they believe scaling regenerative organic row crop acreage is all about alcohol and what it is like starting a female and queer founded CPG company in a hyper masculine category like alc bev, we had a great time on this one. Y'all it was, it was super fun and we got to dive into the inner workings of bringing the first regenerative organic, certified adult beverages to the world. Let's dive in. What's up everybody? Welcome back to another episode of the ReGen Brands Podcast.
Anthony Corsaro - 00:01:27
Very excited today to have our friends Matty and Taylor from Anytime joining us. So welcome y'all.
Maddy Rotman - 00:01:51
Thanks for having us. It's so fun to be
Taylor Lanzet - 00:01:53
here. Great to be here.
Kyle Krull - 00:01:54
Yeah, we're super excited to have you. Um I honestly, this morning was the first time I checked out the brand and I gotta say that branding is phenomenal. I think it's really, really exciting. I love the concept, feels very unique to me. So we're, we're looking forward to, to kind of diving in here, but for those who are unfamiliar with Anytime, give us a quick lay of the land. What sort of products do you produce? What are the flavor profiles? Where can people find you today?
Maddy Rotman - 00:02:18
Yeah. So anytime is building the organic and regenerative, organic business of our generation. Uh We're making cocktails and spirits that are crafted by women and powered by farmers. So we've got three canned cocktails in the market right now, an herb lime fizz, a Yuzu ginger punch and a cranberry amara splash. Uh We're in stores all up and down California and New York and New Jersey and we ship to about 30 states. Um And we can tell you all about the fun stuff that we're about to launch coming down the pipeline.
Anthony Corsaro - 00:02:46
Let's go super
Kyle Krull - 00:02:47
cool. I gotta say like those are salivating the good names for skews. Like you did a fantastic job naming those. Um They, they sound incredible.
Anthony Corsaro - 00:02:57
Um Kyle and Kyle doesn't even drink. So if he's saying that that is a real compliment, you know,
Maddy Rotman - 00:03:04
I love salivating uh titles.
Anthony Corsaro - 00:03:09
I'm I'm curious really quick. 101 for the listener And I even struggle with this, like, what's the difference between a canned cocktail and a Seltzer and whatever else is currently in that space?
Maddy Rotman - 00:03:20
Yeah. So the sort of overarching umbrella of the category term is RT D or ready to drink beverage. Um It sort of broke it up under that as like Seltzer cocktails, we think of our uh cans as farm to can cocktails because they're full of flavor. And when you associate a Seltzer, it's really about um tasting like nothing or tasting like a Seltzer water, which is really unappealing to us when it comes to sort of having that food and beverage experience where we want, we want you to have an experience, right? Have real beautiful, delicious crafted mixologist crafted beverage. Um And for us, it's really about that cocktail moment of real ingredients full of flavor and you're having a moment. Um It's 5% A BV. So it's low A BV, which people associate with Seltzer because it has that session, ability or crush ability that we love uh because it really means you can enjoy what you're drinking. But uh we really think of it as a farm to can cocktail specifically just because it tastes fucking great.
Taylor Lanzet - 00:04:24
And we want to feel like a bartender made it for you, right? So the other difference in the Seltzer world is that you have uh malt alcohol as the base versus spirit based. And so a lot of sort of the uniqueness of our product, which we'll talk about it is our base spirit, right? Which is our organic vodka
Kyle Krull - 00:04:44
to continue down this train of education. Like what is the difference between a malt alcohol and a spirit alcohol? Yeah, it's
Anthony Corsaro - 00:04:50
a good question.
Taylor Lanzet - 00:04:52
Uh um So a spirit is like a proper distilled sort of spirit, right? So you have vodka, you have gin, you have bourbons whiskeys, right? These are classified by um the powers that be ie the US government, right? That these are, these are distilled spirits um in our case, right? We take grain, mash it, ferment it distill it to make a final spirit. Malt alcohol is, is a very similar way of making beer, right? But you're essentially taking those by-product to create a an alcohol that is um a little bit less you would say like um of origin, right? It's not a distilled distilled wheat into a spirit, but it, but it's a sort of like much cheaper like residual from the beer making process
Kyle Krull - 00:05:41
got you and
Anthony Corsaro - 00:05:42
a, as a drinker, the consequences of that are to me it takes you more drinks to get drunk, you feel worse and it tastes worse. So we don't like any of those, any of those three things as an outcome of, of malt versus regular spirits. Um, you know, it's, it's really clear to me even as y'all kick this off the unique food and beverage backgrounds that you both bring to this individually. So I would love to have you all touch on that and kind of the origin story and how this all came about.
Maddy Rotman - 00:06:10
Yeah. Uh So Taylor and I actually met my first day of college. I show up an eager, eager little student intro to environmental studies and I walk into the class and Taylor is my T A so never look back. Um But we actually, yeah, very funny. We ran um A CS A together in college. So for those that don't know, community supported agriculture. Uh it was called Broad Market Shares. It was a student run uh food hub recognized by the US government. Thanks Obama. Um And we had so much fun and sort of like built our friendship and our work life around fruits and vegetables and everything for us was about how can we build a better food system by actually changing markets and working with growers and building community around that.
Maddy Rotman - 00:06:42
Uh So we were super lucky and just started everything right there. Um after school, we both went to New York. Um I went on to run produce merchandizing for fresh direct and online retailer in New York. Um And then quickly after that, spent a ton of time learned a bunch was really figuring out how to build a national uh produce supply chain that was working within the community. Um And then went to imperfect foods, which is now misfit market to build and run their first sustainability department. So my background is really in that retail side of the, of the camp.
Maddy Rotman - 00:07:24
Um And I'll let Taylor sort of share
Taylor Lanzet - 00:07:39
hers. Yeah. Um After our very fun CS A Times together, um I took a similar route and I ran supply chain for dig Restaurant Group in New York City. Um and really just built out really mission driven local director grower models. Um We had a commissary based model, so it was really nimble and, you know, at times we'd be buying carrots from 15 different growers in the peak of the season and, you know, back hauling across the state of New York to, to move exceptional local produce. So um really spent my time learning what was possible, right? If you dream big. Uh D um and then post pandemic, um uh actually sort of had a bit of a, you know, life crisis and decided I need to change things up as restaurants were falling apart and uh was recruited by Chipotle to run their regenerative beef program. Um and talk about going from what I thought was big scale to unbelievable scale. Um learned a lot about um animals and frankly their importance in regenerative systems, um which is very important. Um We all had some amazing episodes talking about that.
Taylor Lanzet - 00:08:37
So um uh learned a ton about scale. Um and then was uh also spent some time running supply chain for daily harvest. So, organic fruits and vegetables brought me closer to the world of organic and, you know, really grateful that sort of like all of all of those experiences led us to um to Anytime
Anthony Corsaro - 00:09:20
where where did Alk Bev come into the picture? I'm not hearing any Alk Bev, I'm hearing how that like it's making sense to me, but what was the inflection point there?
Taylor Lanzet - 00:09:28
Sure, important clarification.
Maddy Rotman - 00:09:33
One important undertone that was not clarified in our story is that Taylor and I actually lived together as best friends and roommates in New York through part of it. And we lived together during when the pandemic hit. So we're both in Brooklyn and we have these incredible jobs sort of feeding the city and the world's falling apart. And in one room, I'm on the retail side where Fresh Direct is booming and everyone needs a grocery delivery tomorrow right now. And how can we scale this quicker, faster, bigger. And in the other room, Taylor is working at dig Restaurant group which is a restaurant group specifically centered around lunch in the city and no one's going to the office. And so we're on these like side by side between the doors. We were never meant to work at home. Our apartment is small, just trying to figure out like the entire supply chain is totally upside down and everything matters more than ever. Right.
Maddy Rotman - 00:10:14
How do we support our farmers that no longer have the right channels, don't have the channels into the places that need help. And we were moving things left right and center. Um and we'd meet in the kitchen at 12 o'clock, I like shouldn't admit this, but like 11:30 a.m. our days were already like three quarters over because we've been up since the crack of dawn to have a drink. And before we listen to the daily Briefing of what was going on with COVID and we really just started drinking, you know, as everyone was and turning over our home bar and realizing we had no idea what was in our products. And that freaked us out because we can walk through any grocery store and tell you who's growing what for most brands or the brand itself um in almost every state. And to realize that our own home bar, we didn't know what was in any of our products was really quite embarrassing to us.
Maddy Rotman - 00:11:16
And the more we looked into it, we realized it was by design and the agency that oversees alcohol in the government is not within the food. So it's the T TB they oversee. Really? Yeah, T TB, overseas alcohol and they regulate firearms, tobacco and alcohol.
Taylor Lanzet - 00:11:43
Maddy Rotman - 00:11:45
unreal that will tell you. So you don't, it
Anthony Corsaro - 00:11:49
doesn't smell like corruption whatsoever.
Maddy Rotman - 00:11:57
Kyle Krull - 00:11:57
probably have wild conventions though. You gotta admit. Gotta be crazy. That's not also that, that like origin story piece. Somebody to make like a period piece sitcom to like working in the pandemic. Like that just sounds, I mean, challenging and interesting and incredible. I like you and intentionality, all these things at the same time really, really interesting. Um I do want to make sure we touch on like the regenerative piece. Obviously, you two have these incredible backgrounds and I think that it's almost like two superheroes teaming up to like build this brand, which is really, really awesome. Um And I think Matt, you mentioned environmental studies as your major in college, like when did regenerative specifically become part of the equation for you to either as students or within the industries and as you were looking to bring Anytime to market, like when and why did that become such an important piece of the puzzle?
Taylor Lanzet - 00:12:51
Yeah. It it's interesting because the when I think about my own sort of education through this, right, which is every day at this point, right? There, there's so much to learn in s in college. It was local and organic, right? Or local, no pesticide, local sustainable. There was no conversation.
Anthony Corsaro - 00:13:13
Where were you in school? Taylor, sorry to cut you off. Just for context. We
Taylor Lanzet - 00:13:16
went to Brown in, in Rhode Island and had this like amazing local food scene. Um But there was never discussion of region. Um There was a lot of focus around fair labor, right, which would obviously become a cornerstone of region. And even as Maddie and I started our careers, conversation shifted from supply chain to value chain, right? And again, it was local direct, right, spending money directly with somebody who could see that impact in our community. Um I mean, gosh, I didn't know the word supply chain existed when I was in college. No one would tell me that that would be my entire career. Um But, you know, we, I think probably, you know, call it a a few years ago for us, we we as being experts in the space, right? We're really seeing that there was movement around region.
Taylor Lanzet - 00:13:55
Um I remember being at some early conferences where um one of them was at stone barns and it was about, it was with a region cattle group and everyone in the room was arguing over what the term meant. You know, this must have been seven years ago. And so like all of a sudden it mattered, coming home and we're talking about these, these groups coming together, right? Where someone's saying they're focusing on reget, but someone else is saying they're focusing on, on organic and labor and, and really, you know, trying to find and educate ourselves through and also understanding the nuance of the types of products we're talking about. Right? I have one person who's talking about region and organic. Um and they're a cattle farmer, right? Versus somebody on the vegetable side who's really just talking about, you know, their tillage and, and pesticide usage and so even product wise, right?
Taylor Lanzet - 00:14:44
The, the convos were so different and when you know, no joke, we really came up with Anytime in our home bar. Part of what we really educated ourselves around work, the types of grains that can be used to distill and make a uh you know, agricultural products, making alcohol products. And you know, moving away from just the wow, Ketos talks about being corn based. Wow, a lot of imported products, talk about being potato based and we're like, wait, wait, wait, we, you know, is one of the third largest crops planted in the US, the arable land potential here for us to transform conventional acres, right? With healthy rotations to organic, to rock right through a process. Wow, we're now talking about a lot of land um and so kind of messy Kyle, but I feel like a lot of our journeys around region were probably a little messy, right?
Taylor Lanzet - 00:15:39
Like just navigating the the claims, what farmers were talking about what you know, in like industry was talking about what institutes were learning and you know, to this day, I I still feel like we, you know, we made a decision around a, a product for, for grains really and grain shed development. But also like so much to learn when it comes to Regen and Rock in particular. And that,
Anthony Corsaro - 00:16:25
that sparks like an anecdotal piece for me, Taylor. Two of like if you grow up in the fresh produce supply chain, that is the biggest laggard right now in terms of like scaled uh companies, producers talking about regenerative, like it's way behind the livestock and the, the ro crop piece. And so I was also in a fresh produce supply chain in COVID trying to sell a bunch of food service product into retail because our food service business, you know, bit the dust and just can like totally relate to all that. But I also want to spotlight that last piece that you talked about of like, how do we take maybe not so great things about our society and make them a force for good and like alcohol consumption is going nowhere. But how do we make that a force for that age transition? So I just love that, that's the underlying mission, mission and would love for you to talk about that more. I think that's beautiful.
Maddy Rotman - 00:17:09
I mean, like that's totally it and but it's, it's this moment of, you know, we're sitting in our rooms battling about our current jobs which were all about fruits and veggies. But we were realizing this mattered more than ever. And solutions for farmers that were fluid and flexible was real important because our supply chain in before COVID was so rigid. And that's what created so much of the early collapse for these small growers is they didn't have the right channels or connections. And so we really spent those months trying to be those connections of moving from restaurant to retail. But as we looked at the alcohol space, it's a $4 trillion market that's pretty untapped for
Taylor Lanzet - 00:17:47
Kyle Krull - 00:17:51
Maddy Rotman - 00:17:53
And it was just this divide of like, OK, we know fruits and veggies but like this is huge and this is so much land and we can help the same types of growers or different growers. But in the same way where it wasn't, it didn't feel far off for our heads mentally of like working with growers finding retail products where consumers could help support the land. It was just a different aisle of the grocery store that we were talking about now.
Taylor Lanzet - 00:18:18
Yeah. And and oh sorry. And they be like riding on the coattails of craft beer. A lot of movement around natural organic wine, right? It was it obvious the consumer is filling up their cart with organic products. We know the growth in the organic market. Alcohol has slowly started and when it comes to spirits and canned cocktails, you're like, oh there there's still so much room here and we know the consumer is interested.
Anthony Corsaro - 00:18:45
Yeah, we, we were gonna say the exact same thing Taylor, I was gonna say it seems like in that spirit space and in the RT D space, it still hasn't caught up to where wine and some of the other ab categories have gotten to from a clean label in an organic perspective. So like why? And that seems like an unreal growth driver for y'all to tap into, for, for this.
Taylor Lanzet - 00:19:06
Yeah, absolutely. Um And I think part of it for us is we learned so much about the complexities of why it's hard to do these products. Well, right. And, and if you're somebody who has experience like, you know, matty and I, in terms of building these supply chains and the just commitment after commitment, right? At any given point, it's easy just to say this is way too much, right? And it, it's really, you know, we jump through a lot of hoops because we think it's the way we want to build the business. But, you know, I, I can understand why it would be really hard taking in just regulation of alcohol alone to make some of these choices that are true. Identity preservation is really, really tough.
Anthony Corsaro - 00:19:54
Mhm Well, maybe, maybe take us through that process, right? Cause you got to figure out what's the end product we're gonna make, what farmers are going to source from and then how are we gonna actually distill it, which I'm assuming is a whole another search in itself to find some of that certified organic someone that can process at the volume and the the type of processing you need. Like what was that all like?
Maddy Rotman - 00:20:17
Yeah. OK. I feel like this is the moment where we have to tell you what we're launching next because this is, it's the right, it's the right place. So we launched, we launched our Anytime Spritz canned cocktails in May of this year. So crazy how recent that was and yet it feels so many moons ago. Um So those three canned cocktails are in the market and the complexity there is that we distill a custom vodka then have real fruits and herbs and then we can it um and have to pasteurize it because we're using real fruit. Um So a lot of folks in the canned alcohol space use natural flavors which I put in air quotes because they're mostly made in a lab. They're not derived from the origin of the names. So, you know, you could have a vanilla, natural flavor that has no vanilla in it. Um Big believers and every ingredient has to come from the ground, not the lab. Um So every canned cocktail has real, real fruit juice, real her real botanicals.
Maddy Rotman - 00:21:06
Um But to actually have real fruit and low A BV, alcohol you need to kill step. Um And so we use tunnel pasteurization so that supply chain is quite complex, which I'm gonna let Taylor talk about in a second. But the new product that we're launching is that um the first week of November, we are coming out with Anytime Farmhouse Vodka and Anytime Farmhouse Gin, which will be the first ever regenerative organic, certified spirits in the world. Let's
Anthony Corsaro - 00:21:51
go. That's huge. Congratulations.
Maddy Rotman - 00:21:55
Thank you. Yeah, we're super excited and consumers are so excited and like this is gonna be so big for the spirits world. Um And so those vodka and gin have different supply chains. Um And that's why I'm like, OK, we're gonna dive into how we make this. Now, we need to sort of like sort of separate the product lines. Um But really, really exciting for the consumer's sake and the market's sake. Um But tt jump in and sort of explain what happened. Yeah.
Taylor Lanzet - 00:22:19
And even I think just one other clarification around the, the ethos of our products, we list all of our ingredients on the spritzes and for the spirits, we list the, the farm and the botanical. And I know that seems obvious for people who are probably listening to your show. Of course, you want traceability, but actually in the industry, you do not have to list your ingredients, right? That's sort of how it's designed. And so just even us taking that step where it's like listing it, listing ingredients, making sure the customer has exact understanding of what they're consuming and frankly calling out our farm partners, right? Is for us, we think how to move the industry forward versus saying we have all these secrets and we need to protect them, right? Like flattery, go find another rock farmer and start making spirits, right? Like we're on board for that.
Taylor Lanzet - 00:23:01
So, um, just a little bit about sort of like the ethos of those products. And, um, for the, the spritz is so fun. I mean, we, I mean, you know, we started with recipes in our kitchen trying to become mixologist, which you know, we, we did, ok, but we definitely needed help. And the the biggest sort of unlock was using full fruit to get flavor, using extracts from namesake herbs that really allowed us to sort of take our, you know, kitchen recipes and actually commercialize them to something saleable. Um A lot of people will use um additives, right? That allow sort of that kill step in the can because it's cheaper. We went down a route to say we actually really want pasteurization because we don't want to have to add anything else.
Taylor Lanzet - 00:23:58
If we add something, we have to put it on the label and we wouldn't be proud to sort of stand by that label. So they are, yeah,
Anthony Corsaro - 00:24:14
the most people are not pasteurizing because of that is that the case as well.
Taylor Lanzet - 00:24:18
Most people don't need to either because their A BV is so high because alcohol is, is a kill stuff in itself if you will. Right. Um And because they're not using real fruit or anything that would sort of like mess up that. Ph. Um And so we designed the recipes with that real fruit so that we could, you know, knowingly it's ok. Now we have to make sure this product can, can be stable. Um
Anthony Corsaro - 00:24:46
I'm, I'm gonna ask a super investor due diligence type question, but because of those extra steps, how does it look like to scale those processes when this thing goes through the roof? And you really, really need to like massively scale production.
Taylor Lanzet - 00:24:59
It's a great question and something we thought about really early on because again, our mission get more acres planted with regenerative organic grains, grow our acreage, which thus grows our, our sales pipeline, be it spirits or spritz. Um So we, we return to that a lot of just like acre by acre. We need more land planted this way because that's where our impact comes. Um We, you know, fortunately have had some really awesome experience building out scalable supply chains and it's sort of the, the, the bread and butter of, of how we do this. Um We have production on east coast, West coast, we have ability to pretty much like, you know, five X, you know, within a 12 month period if needed. Um You know, we've been a part of companies where they've built, you know, taken investment with co packers and invested in new line development. So we have, we have that background, right?
Taylor Lanzet - 00:25:48
And it's just a matter of if there's demand, I feel so confident that we can get more tunnel pasteurizers, you know, in the States at our facilities, we can get storage for our products, right? That's, that's the part that I feel I would say most confident in just, just based on our background. Um Yeah,
Kyle Krull - 00:26:20
what about the raw ingredient pipeline? Like what does that look like? You know, if you're, you talk about launching the gin and the vodka, if those sort of blow up, like is there enough rock grain out there for you to keep up with that demand or will you have temper at some point in time because that, that just doesn't exist yet?
Taylor Lanzet - 00:26:37
Yeah, I mean, you know, being a part of this community and others, right? Like we're hopeful that more and more folks are, are gonna do this. We actually talking to a, a new farm partner up in Montana. Um who's going to be uh they're organic now by next year, they will be rock for us, right? And, and they quite frankly said, like we never had a customer demand it um We never knew if this would be right, what we wanted to put our hat on and we said, listen, we're, we're as unsure of what label is gonna stick as any brand, right in the next decade. We know how much work consumer education has to happen to make those labels resonate with everyone, but we can get behind these practices and we can say we're at least gonna gonna commit to this, right and see what happens. So, but they're most excitingly, they're actually planting rye for us. Um So they're like, we have a ton of demand for our wheat. Would you be interested in rye? We're like, yeah, Rye is awesome to distill like let's go. Right.
Taylor Lanzet - 00:27:27
So super exciting that like the actual grain side is not just limited to wheat, we could be buying rock corn, right. Right. Like the the sort of potential here to actually support someone through most of their rotation is actually quite high and then we're taking a clean grain, right? And sort of all in one shot distilling it with an unlimited shelf life product.
Kyle Krull - 00:28:08
It's incredible. Never even thought about that portion of the equation. But as you're, as you're walking through that, it really feels like regenerative alcohol is the key to unlocking transitional acreage for grain specifically, which to hear me say that we haven't gone there yet. Like Taylor and Maddie, I don't drink at all. So for me to say that and to see the potential is like pretty huge. Um But yeah, that, that's extraordinary and really, really cool, really appreciate again, like the intentionality and the sort of lead by example model you got, you, you both have it just, it, it's, it's really really cool to see.
Anthony Corsaro - 00:28:42
Mhm I, I'm curious to have you all speak to the commercialization strategy a little bit because obviously I think this, this thing starts out with a really specific consumer, there's complexity there because you have to go through the three tiered system as ab e um how have you handled that with the spritzes? What are you doing in terms of the spirits? What do you see there for the future? Like super curious for y'all to dive into that?
Maddy Rotman - 00:29:06
Yeah, this is the fun part. I mean all of this is fun, but this was like, how do you bring this to market? Um And really early on, you know, we started this in 2020 mentally and like starting to sort of play and think about how we've come to be and we all know that was like the rise of D to C, right? That was everyone and their mother had ad to C brand or website or shopping. And for us, we really thought about what's the product we're bringing to market and where are those consumers? How can we meet them? Where we are, where they are? And that was not the internet, you know, and I say like, do you have a website?
Maddy Rotman - 00:29:38
You can get it shipped, but so much of this trial of trying a new product and finding something new and discovering something we really wanted to meet people where they would be when they were buying alcohol and for us that was retail stores. And so we really built a retail focused brand. Um, people want to buy alcohol when they're buying the groceries for dinner, when they're going on their way to a party. When they're, you know, doing their shopping, it's not something you're thinking. Oh, I need to stock up on this the same way you might on your, you know, esoteric, really beautiful oil like, you know, cooking oil or you know, your favorite coffee bee that you can buy in £15 bags. Um You know, direct from the, from the brand for us, this was we need to be where people are buying their food and their dinner and excited to try something new this evening.
Maddy Rotman - 00:30:23
Um So we focused on sort of mid large retail models and then a lot of independent retailers who had curated shops focused on discovery um and sort of that mix and blend of. We're not precious about this. Like we're in both the real shopping shops where folks are really curated and excited to discover products and we're in total wine, right? Like that's also where people are shopping for alcohol. And so thinking from the customer standpoint of where would they be when they wanted to buy this and how can we be there um with how we sort of focused on that. So in New York, Fresh Direct was an incredible launch partner, um online retailer, you know, covers the whole city and also in a lot of corner stores, right, where that community, that neighborhood, if you're in Carroll Gardens, you're going to Smith and Vine, right?
Maddy Rotman - 00:31:04
Um And so figuring out those little moments, you know, in L A you can get it delivered on good eggs. Um But you can also go to wine and eggs or you can go to the canal um or you can go to Gus's Market and find it in your sort of neighborhood spot. So that was really our strategy of like being where the customer really wanted to be. And if you're a super lover and you need cases in your fridge for your party, go online and it's there. But that wasn't our discovery platform. Um That's really for the super lovers and we love that you're there.
Maddy Rotman - 00:31:37
Um The fun thing on the spirits is this really unlocks bars and restaurants um in a way that the can was so focused on at home consumption or sort of at your own party. This is gonna be our moment to be focused on farm to table restaurants or restaurants that really love their bar program and love ingredients and flavor and want an organic martini or an organic cocktail and can really showcase the menu of like an Anytime Farmhouse Negroni Martini, you know, in certain name of cocktail. But that was strategy of we have this really beautiful retail focused can cocktail and now with the spirits, it's gonna be for sure on folks bar carts, um, because we want you to be making your own at home drinks too and be serving it at your parties. But being able to get that at your favorite restaurants and bars is something we're excited about. So it sort of opens that new sales channel.
Anthony Corsaro - 00:32:46
Yeah, that, that's incredible. That's really cool.
Kyle Krull - 00:32:49
So you go ahead. Ok. You know, for me, we, we're finally into my comfort zone where we're talking about, you know, channel distribution um instead of instead of just focusing on alcohol. So I I I'm happy to be here. Um but talk to us a little bit about like what does it look like? I'm trying to put in my growth, your brain like are you going to unifying K he or because your alcohol is a little bit different? Are you managing brokers? Like what is the retail strategy look like? Are you going through like the whole foods and sprouts of the world or are you focusing, like you mentioned like some of those independence, what is the natural channel or at least the retail strategy look like for the cans?
Maddy Rotman - 00:33:23
Taylor Lanzet - 00:33:26
so yeah, and just to back up the way that the industry is regulated, it's called the three tier system. And so everyone is slotted into a tier and you, you really can't be in more than one tier. So the first tier is what we are, we're producers, we're suppliers then your distributor is the second tier and the third tier is the retailer. So we can only sell to distributors who can only sell to retailers who can only sell to the final customer. So even, you know, to like Manny's point of us being retailer focussed, we could never build a billion dollar D to C brand because we legally can't sell directly to customers. There are a bunch of nuances to that in the way that alcohol is regulated, that each state also has its own laws and rules. And if you are an on site producer, like you have a distillery, you know that you make the product and that you own in that state, you can potentially ship it to some other people. So it's like navigating 50 little countries to figure out how to have alcohol in this country. It's crazy. And I, I say that just because we also made the decision, part of our ethos is to be spirit based.
Taylor Lanzet - 00:34:23
So even in that category, you'll walk into some shops and you'll only see beer and wine or you'll see Malt alcohol, Seltzers and wine. We chose um to launch in New York and California, two of the hardest markets with spirits only. So again, just really saying, let's figure out how to do the hardest thing possible in the real. Um But
Anthony Corsaro - 00:35:01
you know, totally, totally.
Taylor Lanzet - 00:35:05
And so to, to say that is we had to essentially find a distributor to sell to those retailers and you know, part of what makes us so challenging is this is a hyper concentrated industry, right, where you have a couple of distributors who distribute most of the brands across the country. And so, you know, unlike sort of signing up with the UN F I or K he who were also, right, quite large, like we had to find somebody who really believed in what we were doing and work with us to get to retailers um because we can't sell directly to retailers.
Anthony Corsaro - 00:35:45
Yeah. And from, from what I know about ABV, it's very similar as like natural foods where you have the big players like Unify and K and then you have a lot of small regional players and then EV is the same thing. I think it's like 34 or five, you got like R and DC and Glazers and a couple of others and then you have all the regionals, right? So it's similar kind of, you probably start in the regional as you bridge into one of the larger players. Um Another trade vocab thing for our, for our listeners is in, it's a lot of talk about on premise versus off premise, which is like, are you consuming the product where you're at or are you not consuming it? So on premise would be a bar off premise would be retail like grocery store. I, I think so much of this comes back to like basic psychology and so I love what y'all touched on earlier around the, the Spritz is at the store. You're getting that person that's already putting organic produce or organic products into the basket where I think that's less of a mental model at the bar.
Anthony Corsaro - 00:36:30
It's like, you know, I'm the biggest region advocate ever, but like, I'm getting a beer at the bar, I'm just gonna get like a Modelo or a Bud Light. You know what I mean? Like, because one, the availability is not there and two, like, I'm just trained, like that's what I'm probably gonna get. And so I think there's a huge unlock there, but I do think the Spears is like the better play there. So just curious for you all to riff on that in terms of what you think psychologically with the consumer there
Maddy Rotman - 00:36:59
fully. That's it like, right? Like when you think about the um use case of a canned cocktail, um, often if you go to a bar, it would have been in the section with your molo and your Budweiser. And that's like a harder thing to sort of level up to where if you're at a sit down restaurant where you're ordering, you know, your local tomato salad and your squash, you know, row seven squash main. And then you see in anytime Farmhouse Martini, you're more excited about that sort of in that sort of use case. And so for us, it's about focusing on the right restaurants, the right bars and the right retailers because a lot of that, you know, e every dive bar go to, I'm like, fuck, I wish I had a many times spritz but like, I also have to sell it and I know that it's not the whole starting sell place to like, go to every dive bar um in America while like one day we'll get there. But it really is about sort of like, you know, you go to those curated shops or you can go, you know, we're in a lot of corner stores where you might also be able to buy those things, but it depends on what party you're going to. And so it's really just about focusing on like, right places, right? Retail accounts, right? Bars, right? Restaurants that can showcase the product until we have full market penetration where we're as known as your, you know, high life molo.
Maddy Rotman - 00:38:05
Um, but you expect to see a molo almost any bar you go to and you know it and you trust it and it's safe.
Taylor Lanzet - 00:38:27
Yeah. A and most of these die bars now are stocking high noon. Right. So we know there's a demand for somebody, maybe not even call it a, they're just like, can you get me a high noon at the bar because they don't want beer? And so it's really interesting. We're like, ok, there's clearly this non beer, your crushable canned option will work at a bar until you gain that sort of name notoriety, right. I'll, I'll take one of the anytime. Um, and so I think that's where it's like slow and steady towards that. That's a larger mass appeal. But then on the restaurant and bar side, like bartenders sell drinks. Right.
Taylor Lanzet - 00:38:54
They make, they ask you what you like, they engage with you, they talk about what they're excited about. And so us being super selective about finding those bars and restaurants. We know they can offer so much brand value and grow our ethos and mission through their ability to, to make great cocktails.
Kyle Krull - 00:39:24
Ti I want to touch on this a little bit you mentioned before, like how much work needs to be done, done on regenerative education and getting consumers to really understand what this means. And I'm curious from your perspective, like with the on premise bar, unlock with the spirits. What does that relationship look like? And how are you going to turn those bartenders into advocates? Um You know, I, I've got 22 very close family members who work in this space and love it. And, and so I've had a little bit of like a behind the scenes, how they deal with their reps but would love to hear you guys a strategy. Like how do you select them? What does the training look like?
Kyle Krull - 00:39:46
Because region is hard, you know, it's not easy, it's nuanced, it's complicated. So what does that look like for you
Taylor Lanzet - 00:40:00
all. Yeah. And also I fully invite you to offer feedback on our strategy here if you have ideas. Um we, we learn and we grow, you know, I, I think that the biggest thing for us is, you know, are we work so hard, right? To have this front of label that says USDA Organic and Regenerative Organic Silver. And the, the end of the day when someone's seeing that on a bar, right? looking across it, they're not gonna see our front of label seal, right? If you're up and close to the retail store. Yes. Um And so part of our sort of getting bartenders on board, you know, outside of the fact of really just hearing from a genuine perspective how appreciative they are of the flavor.
Taylor Lanzet - 00:40:31
Um One thing we didn't mention earlier is we distill um with a copper hybrid pot still. And so using copper to distill spirits is really unique. Um And, and part of what makes it so delicious is that when you're distilling spirits in the fermentation process, uh natural sort of sulfur compounds are created. It's just a and when you use copper to still those sulfur compounds uh attached to the copper, so they, they, they stay on the copper and not in the spirit. And so when you drink our vodka, you're almost like, wait, vodka tastes like that. You know, it's like, it's a little bit of a shock because we've removed all of these harsh flavors just naturally by using copper.
Taylor Lanzet - 00:41:23
And, and so I say that like our first and best advocate for having these conversations with bartenders is, is the flavor of our spirits, which we're super proud of. Um And then from there we, we go right to the farm, right? We say, hey, we grow our warthog wheat and breathe, breathe deep farm in Hudson, New York. Um Here's what crops they grow. Here's how long they've been a partner. Here's why we're super excited to support them. They are both organic and regenerative, organic, right?
Taylor Lanzet - 00:41:45
We know that organic lands easier. So we, we always start there and then we say what they're really focused on and sort of that like one sound bite is the way that they grow their crops is that they really focus on healthy soils and when soils are healthy, they can hold carbon in the ground and not in the air. And, and, you know, for all of us, we could debate sort of the merits of how much to share on that. But that for us is sort of the, the stint bit of if you were to understand sort of why we care so much about this product. That that's really it.
Kyle Krull - 00:42:36
I love that. I think, you know, ac and I talk a lot about how to message regenerative products to the general masses. And we talk about the nutritional density piece first, obviously, for somebody consuming alcohol, nutritional density isn't really a, a key component for them. But I love that you touch on flavor first and that there's some unique differentiators both from like the quality of your grain and your processing that you can highlight. And I think that's the right way to lead, you know, because for people who are buying a high end alcohol, I would assume they want it to taste great, right? Um So I think you're spot on there if you, you, you ask for feedback, the only thing I might mention on a feedback perspective is that the carbon to your point, carbon, sort of like a elephant in the Roman region right now. And I truly converse that folk. Yeah, I I think that focusing more on drought resistant soils and the climate change and something along those lines from an environmental perspective might be the better option personally. Um That that's the only feedback I provide.
Kyle Krull - 00:43:18
I think everything else like in terms of order of operations on the selling points you're spot on.
Taylor Lanzet - 00:43:36
Yeah, and so appreciate that. I mean, you know, Ma Maddy has mentioned this too, like focusing on climate solutions, right of our product is, is really the route. And so yeah, 100% definitely uh a good edit for us.
Anthony Corsaro - 00:43:50
I I feel like it's important to, to kind of divide between in trade communications and end consumer marketing because it's very different, right? Like getting on the shelf and what the retailer cares about your brand doing. They, they wanted to sell to the end consumer, but they're gonna care more about the scope for emissions and the climate profile and the consumer is probably really still gonna care about. Does it taste good? Is it cool? Like when my friends think it's cool, like that is still more of the play there? Um And you know, I feel like that's something that I see as is so powerful here because Anytime is so cool one and it has such virality of potential and these markets you're in there are markets where someone should be hitting the corner store and like want something cool to bring to like the kick back. Like, I don't know, I'm not a New York L A person but like, I've, I've been there enough to like realize like that's the culture, right?
Anthony Corsaro - 00:44:31
And we have to kind of start there, I think with a product like this to build this cool groundswell of energy, like behind something like this,
Kyle Krull - 00:44:45
you know, ac I haven't heard the term kick back used in like 10 years and I, I was in socal so there's got to be a different term for it today.
Maddy Rotman - 00:44:56
Ac went back to being 21. Yeah. Yeah,
Kyle Krull - 00:45:00
it's not a party, it's a kick back.
Maddy Rotman - 00:45:04
No, but I think that cool factor is really important, right? And it's sort of the, the underlying table stakes, right? Like the third is table stakes in building a brand, like what we didn't even talk about it. Like price is the like, you know, assurance of quality debt. Like there's just some logistics being able to deliver, being, you know, some of those are and on the brand side, some of it is. Yeah, the taste has to be incredible. Like this is not uh if we're competing in a crowded space, like it has to be better always and we're food in bed people who want amazing culinary experiences, whether we're at a restaurant, whether we're at home, whether we're at a kick back, you know, wherever we are, we want something to be delicious. And so I think that's our table sticks always and forever is like is the quality and is the flavor exceptional. Um But also the coolness is sort of inherent, right? Like building a millennial and like current Gen Z brand.
Maddy Rotman - 00:45:45
Um I sort of at the beginning said this, like we want to be the organic and regenerative alcohol brand of this generation $4 trillion space less than 1% is organic of the alcohol market. And so building this in is so important. Um But we spend a lot of time on the map like the packaging, right? And making sure that it looks good on shelf. And when we came out with Anytime Farmhouse branding, it was like the expansion of the Anytime world. Um for us, we really thought about that front of bottle label being sexy, right? And being something that's like you'd be proud to have on your bar cart and you'd be excited to like buy it because it looks really fun and cool.
Maddy Rotman - 00:46:29
But also keeping our ethos in it. So like we put the farmhouse in at the center and inside the house is the wheat and is the sun and like is the farm. But it really looks like a wheat poster, right? Like full meta like we put a weed poster on our wheat vodka. Um But it looks really beautiful and we really want to make that sort of that's always going to be there. And then you learn all this other intricate, sexy sort of detail because nuance is what we love, but customers don't love nuance.
Anthony Corsaro - 00:47:17
Kyle Krull - 00:47:17
want to talk about the cool, the cool factor because that's something we don't really get to talk about often, you know. Um no offense to any of the other brands you've had on the pod. But it's like if I go to a party with regenerative olives, it's like that's just inherently not as cool as bringing alcohol to a party or you
Taylor Lanzet - 00:47:30
can come to my party.
Kyle Krull - 00:47:32
Uh shout out to Big picture foods because they got the the primo regenerative olives. So um if you
Taylor Lanzet - 00:47:39
goes really good with olive.
Kyle Krull - 00:47:41
Yeah, a martini.
Taylor Lanzet - 00:47:43
We are. Yeah, there's um we we really like big picture where we've been chatting with them about some fun things
Kyle Krull - 00:47:50
right on. I'm stoked to hear that. Um But I'm, I, I think the brain is phenomenal and it's, to me it's got like a really, like, uh I, I wanna be like a seventies kind of vibe like a retro but cool. So, like, why did you go with this sort of throwback vibe? Uh What was the intentionality behind that?
Maddy Rotman - 00:48:07
We see, uh we really use the word Timeless, like it is seventies for sure. There's inspiration, but so much of what we personally love is something that we think could live on the shelf then now and in 20 years. Um and there's, there's a really, we can all just admit it. There's like a feel to current millennial branding. Um That is, and I'm saying, millennials, we're millennial founders, but like, there is a feel of like, oh, that just got redone to right now and I've even been laughing at, I don't know if you've seen the Pepto Bismol or the might all rebrand just like, really sort of emphasizes like what is going on in the rebrand world where everything kind of looks the same. Um And for us, we wanted something that popped, felt really different, felt flavor forward and you could like, tell what was going on but would be Timeless. Um And so we spent a lot of time on that. There's, there's definitely like retro inspiration, but we didn't want it to feel like retro and stuck there and we didn't want it to feel like it was gonna be stuck in the 20 twenties.
Kyle Krull - 00:49:08
Yeah. And I just looked up the Pepto Bismol rebrand by the way and it's, uh, it's laughs. It's pretty good.
Anthony Corsaro - 00:49:16
I never, I never thought that was gonna be on the, the topic wheel today. Um, well, I, I also want to just bring up like alcohol is a boys club industry and y'all are two female founders and you're really weaving that into this, I think in a beautiful way and I think we're seeing the space from a consumer preference perspective, getting a little more feminine because it was so masculine for so long. Um So curious to kind of speak to both the consumer facing side and just what it's been like to build in the alcohol space as two female co-founders.
Maddy Rotman - 00:49:46
Yeah, I mean, we sort of joke like we don't know life any other way, right? Like this is who we are, but we also it is a boys club and it's tough and I think I might don't quote me someone Google this, but I think it's like less than 4% of the C suite are females in the alcohol and space right now. And so building, you know, we've all heard the stats less than 2% of VC go to women but like hearing that not only is the money not going but also in companies that have already existed. The leadership is not female driven um is, you know, disheartening and we're really trying to build something quite different that lifts everyone up. So, even in our original three products that we launched, we partnered with Fast Penny Distillery, uh women run and founded Amaro Distillery and they put their incredible Amaro in our Cranberry Amaro products, right? So, like originally came out of the gate collab with other female founders saying let's lift this up, let's change the space. Um And so, you know, we really wanna see this industry looking different, we wanna see founders looking different.
Maddy Rotman - 00:50:41
Um and really just building a queer and female founded brand is always gonna be what we're doing just because it is who we are and appealing to everyone because if we can represent everyone in flavor and taste and in demographics that changes the whole space uh quite drastically.
Kyle Krull - 00:51:16
Mhm Why I've never aligned more with any brand that that makes alcohol than your brand. This is a I ever, I've never been more for an alcohol brand than I am for Anytime, like literally. So yeah, we need more of what you two are doing. Absolutely.
Anthony Corsaro - 00:51:33
Yeah. From a, from a pure business aspect too, I think the LTV of the Organic Martini drinker is like way higher than the 30 rack Keystone light drinker. So like I get to go proposition too.
Taylor Lanzet - 00:51:45
It it's also, I mean, we've been joking, right? But it's like my, you know, parents are in their seventies and they're not gonna probably, they love anytime but they're not gonna, you know, change some of their, you know, their go to Martini orders. They live in Florida. You know, we're not distributed there. They're, they're doing ok. But for our generation, people who have yet to commit to like, hey, what's my brand gonna be? My cart is full, right? Like I'm a mom who's focusing on buying organic dairy for my family when I'm also at the liquor store, right? Buying something for a party. What am I gonna put in my cart?
Taylor Lanzet - 00:52:15
And that customer for us is just like, so spot on where we're like, if we can get them now, the potential of them to be in our ecosystem is just so vast, right? If they're doing maybe a dryish January and only want to have some spritzes cause they're only drinking on the weekend. They want no way to be right? Or if they're going to a party where they're making full batch cocktails like the US, meeting all those customers um and having them be with us for a long time. It, it's pretty exciting.
Kyle Krull - 00:52:56
Yeah. Yeah, I really like the way you've phrased that and it segues nicely in the future. I know we talked about, you know, you've had power on shelves since May the original launch with the cans. We've got the spirits coming before the podcast. I think before we hit record, we talked about the great the plan to take over the world Taylor, you mentioned, you know, conquering the 50 different countries of every state's different laws. So what else is in the future that you can maybe, you know, can, can I just allude to, um, about what, what, what's in the future for Anytime? Is it more, more cans? Is it different spirits? You mentioned Rye potentially on the horizon? Talk to us about, you know, 3 to 5 year plan.
Taylor Lanzet - 00:53:33
Oh, gosh, there are so many fun things. Um You know, I think first and foremost, right, uh we have anytime spritz, we have anytime farmhouse spirits, but the the company is Anytime Foods. Um we are building out grain sheds right where we're gonna have lots of agricultural products to work with. Um And there's lots of ways for us to do great work. Um that isn't always spirit based. And so we're really comfortably keeping that door open, right? Where if we are building out networks of grain sheds across the country that are doing incredible rock work and can connect with bakeries as a ingredient supplier, right? Or can become an ingredient, bulk supplier of rock spirits, right?
Taylor Lanzet - 00:54:03
Like you begin to sort of unfold some other things that are just core to our business model that could be really fun channels for development. Um And so, you know, keeping that open is pretty cool, um you know, expanding our crop selection just on the distilling, right? And thinking about whiskeys and bourbons and some of the other things we can do with corn and rye also open us up to a whole other customer base that we're not reaching right now. And so that is very exciting for us. Um And then, you know, on the, on the Sprit side, uh the variety pack is queen, right? Like that is the thing that dominates. And so we have some new flavors coming out that will allow us to do that.
Taylor Lanzet - 00:54:53
Um And are, are pretty fun and, you know, just allow us to continue to refine our, our flavor combinations that, that resonate with people. And uh yeah, Matt. Matt, but, and I miss on our, you know, world domination pipeline.
Maddy Rotman - 00:55:22
Well, there's an election coming and Taylor is running. I'm totally kidding, fully kidding. Um Yet, no. Um for us, I mean, it's so obvious in hearing Taylor talk but like everything we think about from an innovation pipeline comes from the land and comes from the crops. And so like that is what's so different about our thought process versus like what happens at any sort of large conglomerate. You know, we've all sort of, I guess this group has all sort of seen what that looks like. Um And probably listening and, but, you know, for us it's not about what's hip, what's trendy, it's what can we do on the land and then how do we make it cool? But like really what can we be growing and what's gonna transform soil health and then like help farmers and then we sort of keep innovating on what does that pipeline look like of coming to market? But we don't start with the market backwards. And I think that that's been so much of the problem of the degredation of land but also the saturation of markets with very similar products that's not really creating impact or change. And so we're really anything could happen, you know, in 10 years for Anytime.
Maddy Rotman - 00:56:16
But all of it's going to be the sort of thoughtful intentional, what can we do on land and then how do we actually land with consumers and then finding that messy middle that we're really good at. Um but it's just a very different way of innovating than I think most brands or most companies. Yeah.
Taylor Lanzet - 00:56:47
And, and I think even more so, right, 3 to 5 years, we need to be a part of a network of similar brands that take up space in the, in the cart, right? Like this only work like this, right? But like, you know, we we need everyone here to do well because we also need to do well, right. It's sort of the the thing and it's um you know, we know for all of the pitfalls that the organic movement has had the demand that they have created for both, you know, imported and domestic organic products is, is something to be so, you know, applauded and there's that demand and even more for rock. So I think it's like brand owners, if we can focus on just like making those products available and getting them to those consumers who are already so dialed in there is room for all of us to be so wildly successful here. Um, you know, and for these, these products to sell and so that's, you know, we're hopefully 3 to 5 years with some really strong collaborators in this space and, and we built out our, our little region world.
Anthony Corsaro - 00:57:56
Mhm Yeah, just to, just to recap to pull out three threads, right? We said in, in a recap episode recently, like Regen brands put the land and the farmer uh give them a seat at the table in product development, very clear here, right? We need to work together more working on that. And three, there's this pent up demand for regenerative, but we haven't connected those consumer needs to, they can get it from regenerative, right? They want healthy food, they want sustainable food, they want, you know, they want these other like disjointed, disparate things. We have to package that and Regen and say here you go. This is everything you want all in one. It's very challenging and very nuanced and how do we do that, right? It's still like very TV D but we have to work together to I think do all three of those things and uh going back to the product development piece.
Anthony Corsaro - 00:58:32
What I think there's such a, a huge uh market for is that farmer land inclusive l product development in these time, like timeless product formats that are going nowhere like bottled gin and vodka is going nowhere, like canned cocktails, you know, spritzes like obviously somewhat new but like going nowhere, right? So building these things is really long with, with amazing longevity to support these farmers from an offtake perspective is just amazing to think of about.
Kyle Krull - 00:59:14
Yeah, I also just want to touch on, you know, and applaud the ambition and the vision the two of you have for the brand. Um as you were describing that anytime can go, you know, maybe outside of all the food, you know, I almost had like Patagonia vibes, you know, once you create that trusted brand, like this is who anytime stands for like you can develop anything, right? Because Patagonia makes, I don't know, shirts, hats, fanny packs, backpacks, duffle bags, right? And you know, it's like, why, why couldn't you once you become that trusted brand with that level of ethos and standard? Like why couldn't you make whatever you want, whatever market you wanted? So just again, applaud the ambition and the vision you have there from the get go is it's just really, really cool to see.
Maddy Rotman - 00:59:56
We're just a little crazy.
Kyle Krull - 00:59:59
They need to be, you need to
Anthony Corsaro - 01:00:01
say welcome to the club. Um Well, speaking of crazy. We'll go to our, our closing question. Um I don't think it's very crazy. I know we've had some people that I think it is but y'all, how do we get region brands at 50% market share by 2050?
Maddy Rotman - 01:00:19
Yeah, I mean, we've covered so much of this but like what I'll say in sort of like a snippet is farmers want, farmers are always doing things to support the land, right? They like they're living on that land and they are doing it and they have the capacity and so that's there, there's a lot of crazy folks like Taylor and I and you all who are like pushing this branding work forward of coming out with brands coming out with products. We now are calling on the retailers like retailers hold a lot of gatekeeping to what is possible for the messaging and importance of consumers, right? You walk into a store and what you see first or the shelves, you see the end caps, that's what consumers start thinking about. Um and they hold the keys of, you need to get these certifications or you need to do this or even just what they're going to showcase and where. So we think that working on educating the couple 100 buyers in this country and I may be downplaying that number, but you know, it is quite all of who is holding those gates um and the keys in the locks to those gates and educating them and getting them excited because consumers want it, the land has the capacity to do this and the brands and products are coming out, but we just need that sort of aggregation of the retailers of showcasing it. Um That's what we think is the big unlock to getting 50% of your cart or
Anthony Corsaro - 01:01:46
I didn't know. Hold on Taylor. I didn't know that Maddie was gonna cut the best region coalition promo that we've ever had on this. Thank you for that. That's exactly what we're trying.
Kyle Krull - 01:01:57
So that's why. And I have been like trying not to start laughing as you.
Maddy Rotman - 01:02:04
You're welcome to use that on a commercial. Let's just cut it, use it.
Taylor Lanzet - 01:02:10
But like, you know, the Matty's point it, y'all call those 200 buyers and their bosses to say, make this goal and make an easy email for these region brands to get in contact with you and you will be incentivized and like that's it, right? It's just, it's shelf space and it's the brand showing up and doing demos getting in front of people. But like those, you know, retail buyers are holding so much of the power and
Maddy Rotman - 01:02:41
we've seen it work is what I will say. We've seen it work with diversity of ownership, right? Like look at what target has done to really highlight black uh owners. It's incredible. We've seen it work on reducing plastic, right? The amount of retail or sort of even food service that have cut down on plastic because it's been a sustainability goal. There have been these sort of precedent of what it has done to the market. And this is next,
Kyle Krull - 01:03:08
I think you're spot on, you know, I recently had the opportunity to speak at a sprouts panel and I talked about how the, the the brand is the story and the retailer is the amplification of that story, right? If it's to use the book analogy, you know, if you, if you wrote this incredible book and just set it in a field somewhere, like nobody's gonna read that book, right? You walk in the field to find this book. If it is on display in the bookstore and people talking about this is why you should read this book, everybody's gonna engage in that story and that's the opportunity the retailers have. So, you know, obviously ac and I couldn't be more aligned with these answers, but I just, I'm just excited. I don't
Maddy Rotman - 01:03:46
know what I was just
Anthony Corsaro - 01:03:49
on the onus is now on us to give them the tools to do it in a cohesive, compelling and programmatic way, which we have not done and we have not done that because of the various certification verification programs and the non certified folks and no one's at fault for that. Everyone's done amazing work like this is just the inflection point we're at now, which is we need to come together and we need to boost this thing and make it like, you know, make it efficient, like, make it worthwhile because, and I was just at RF SI on a panel with Dan, who's the VP of Grocery Whole Foods. And he's like, dude, we want to put all these folks on the shelf, like straight up, we, we want to put them on the shelf tomorrow, but we have to basically help them do the consumer education and the marketing piece at the shelf so that the products sell and that this whole thing starts to fly wheel. I like we gotta do that. It was a great panel. Oh, yeah, thank you. Thank you, man. I appreciate that y'all. This has been incredible.
Anthony Corsaro - 01:04:32
Um Truly just thank you for your work and love the ambition and we're so excited to support and you know, we hope that the launches are all massive successes and we know they will be and just Yeah, amazing. Thanks for joining us for
Taylor Lanzet - 01:04:55
real. I'm about to share
Kyle Krull - 01:04:56
my friend with all of my alcohol consuming friends just so everybody knows like, hey, what is it? If people want to go to the website? Give me, give me the URL. Yeah. Yeah.
Maddy Rotman - 01:05:06
Uh Right. Anytime spritz dot com.
Kyle Krull - 01:05:09
Anytime fruits dot com. Cool.
Taylor Lanzet - 01:05:12
Yeah. And we ship to 35 states. You can find us locally, New York, New Jersey, California. Um but most importantly, um our Roc spirits, the first ever regenerative organic spirits are Vodka and Gin will be available in November. Um So we will definitely share with the Regen community when those are live um Because we are so excited to have them in the world.
Anthony Corsaro - 01:05:39
Let's go pump for y'all. Thanks for joining us for show notes, episode transcripts and more information on our guests and what we discussed on the show, check out our website regen-brands.com, that is regen-brands.com. You can also find our Regen recaps on the website. Regen recaps. Take less than five minutes to read and cover all the key points of the full hour long conversations. You can check out our youtube channel ReGen Brands Podcast for all of our episodes with both video and audience. The best way to support our work is to give us a five star rating on your favorite podcast platform. Subscribe to future episodes and share the show with your friends. Thanks for tuning in to the ReGen Brands Podcast brought to you by the Regen Coalition and Outlaw Ventures.
Anthony Corsaro - 01:06:19
We hope you learn something new in this episode and it empowers you to use your voice, your time and your dollars to help us build a better and more regenerative food system. Love you guys.