How Billy Fanshawe Made a Unique Vodka Brand

Wendy & Rich 0:01
Coming to you from the Freedom Federal Credit Union Studios, Harper County Living presents Conversations with Rich Bennett. 

I love Rich Bennett. You're not like Shia Love. You're not like Shia Love. I never went to a lot of work. It's kind of a few seconds. I don't know if it's going to happen. No, no, no, it's going to happen. I

Rich Bennett 0:27
don't even know how I found it. 

Billy Fanshawe 0:29
Facebook. I post it in 

Rich Bennett 0:31
your group. Okay. So this gentleman posted about this vodka and I did more research. Okay, this is pretty interesting. It's like I never heard of a vodka like this. So I said to myself, I got to get him on even though I'm not a vodka drinker unless it's in a mixed drink. So I still want to learn about this because to me it's, well, it is different. And we'll get into that in a minute, but I have Billy Fiennes 

Billy Fanshawe 1:00
on. 

Rich Bennett 1:01
Who is the? Can you say inventor creator? 

Billy Fanshawe 1:05
inventor, principal owner 

Rich Bennett 1:07
Founder 

Billy Fanshawe 1:07
of Lino's Vodka. 

Rich Bennett 1:08
And I forgot, I am Jewish, I'm so used to saying "Join" by my lovely co-host. I can't say that. 

Carmen Mirabile 1:14
Well, it's a little weird. Yeah, but. 

Rich Bennett 1:18
I am joined by Carmen Morobley. He's here because, you know, like different types of liquor. I'm bourbon. We both 

Carmen Mirabile 1:27
beer. Sure. 

Rich Bennett 1:27
like I guess it's a 

Carmen Mirabile 1:30
little bit of everything. 

Rich Bennett 1:31
Yeah, I so, I, Billy, with you before we get into the vodka because this started more or less in college, right? 

Billy Fanshawe 1:39
Community college, yeah. 

Rich Bennett 1:40
Okay, so I got an ASS because, alright, I didn't go to college, but even in high school and all. I mean, we were drinking beer. I guess you were drinking vodka in college. 

Billy Fanshawe 1:51
A little bit of everything. It was drinking vodka, vodka, rum, whisky, beer. 

Gila wants, we talked about 

Rich Bennett 1:59
Right, 

Billy Fanshawe 1:59
earlier and didn't do much of that. But everything else was fair game. Yeah. What actually happened is I was 19 years old, I was going to Anorundal Community College, 

Rich Bennett 2:09
okay. 

Billy Fanshawe 2:09
at the time. I had classes in the morning and I had a landscaping job in the afternoon. So I shouldn't have been drinking, obviously it was 19, but I was. And I like to go out. And... So the farmer's park where I grew up was an interesting town. There always seem to be a lot of house 

Rich Bennett 2:28
on. 

Billy Fanshawe 2:28
parties going 

Rich Bennett 2:29
Yeah. 

Billy Fanshawe 2:30
there was a lot going on on a Tuesday, you know, Wednesday. So ultimately I would mix either gatorade, powerade, pedeolite with cheap vodka. And so I could feel better the next day. 

Rich Bennett 2:43
So Okay. 

Billy Fanshawe 2:45
Yeah, and I can't say it worked really great, but I noticed it kind of helped. And I ended up writing the idea down on a piece of paper and ultimately pursued it seven years later when I was 26, and it was a non-operational company for almost two years, where I actually broke down. Sorry. 

Rich Bennett 3:04
Because most people... I mean, you hear people mixing like stuff with red ball, which I don't understand either. 

Billy Fanshawe 3:10
And not go for you. 

Rich Bennett 3:11
Yeah. 

Billy Fanshawe 3:12
Not that drinking 

Rich Bennett 3:12
What 

Billy Fanshawe 3:13
is 

Rich Bennett 3:13
were you... So 

Billy Fanshawe 3:13
it? 

Rich Bennett 3:13
when you were going to college, what were you majoring in? Was it science or anything? 

Billy Fanshawe 3:17
No. So when I was at community college, it was just... I can't even really remember... ...to Be Can. 

Rich Bennett 3:25
I thought vodka got in 

Billy Fanshawe 3:26
Yeah. 

Rich Bennett 3:26
the way. 

Billy Fanshawe 3:27
All I know is I got 

Rich Bennett 3:30
on time. 

Billy Fanshawe 3:31
out got out on... ...two years. And I transferred to Towson. 

Rich Bennett 3:34
I 

Billy Fanshawe 3:36
Somehow got out on time there too. Have an interesting story there we could talk about. But now, actually, we're doing communications. 

Rich Bennett 3:44
Oh. 

Billy Fanshawe 3:45
... 

Rich Bennett 3:45
Right. 

Billy Fanshawe 3:45
it was not relevant at all to science, I actually failed chemistry specifically, which went into my formula. I actually failed it in high school. Yeah, so it's, you know, it's cliche, but you put your mind to do it to anything you can do it. You know, in my case, the internet was a very powerful thing. Right. I locked myself in my room for about three to four weeks. Time I was living with my brother in federal hell. I researched a lot about electrolytes. I found, at that time, a lot's changed in the industry 

Rich Bennett 4:16
Mm-hmm. 

Billy Fanshawe 4:16
since. But actually, a lot of what PDLite extra care was doing, that was around 2019. To me, after all my research had the most solid formula. So I looked at a lot of what they were doing. There's also a lot of electrolytes you could use 

Rich Bennett 4:33
Right. 

Billy Fanshawe 4:34
that wouldn't dissolve very well in a vodka. Not that most of the electrolytes do, it's complicated to begin with. So there was a lot that I eliminated from my selection process and really nailed it down to about five that I use. And I think ultimately it was like seven total that ended up in my patent. So I was completely self taught on the chemistry part, which again, it just goes to show. 

Rich Bennett 4:57
mind. But 

Billy Fanshawe 4:58
Put your 

Rich Bennett 4:58
are you making the vodka itself as well? 

Billy Fanshawe 5:03
Yeah, so I have a co-packer. I've always had a co-packer. 

Rich Bennett 5:07
What is a co-packer? 

Billy Fanshawe 5:08
It's a manufacturer. 

Rich Bennett 5:09
I knew that. 

Billy Fanshawe 5:10
So, yeah. I contract out the bottling, the configuration of applying the label. I'll still do the procurement, make sure it all gets there okay. And they really distill it and put it all together. But what I own, specifically for my patent, is I own the formula. 

Rich Bennett 5:29
Okay. 

Billy Fanshawe 5:29
So I give them that formula and then they help bring that to life. 

Carmen Mirabile 5:34
So Billy, I'm fascinated by the business side of it. So like the entrepreneurial side of it. Just on paper you look at the alcohol industry. It's not really like a growth engine for brand new businesses. There's nothing new there to say that I have something that's going to solve a pain point that a consumer has. 

Billy Fanshawe 5:58
What 

Carmen Mirabile 5:59
was it that you said? I think I have something interesting here that's different than what anyone else is doing. And I think there is a niche for me. 

Billy Fanshawe 6:08
I think it was an industry that really lacked innovation. Which I kind of learned some of that was because of how it's regulated as they went on. But I know going in, I thought it lacked a lot of innovation. And I felt like my product, obviously the infusion of electrolytes that converts the product to being alkaline. That's a big selling point, 

Rich Bennett 6:29
Yeah. 

Billy Fanshawe 6:29
the electrolyte infuse and the alkaline portion. That really wasn't out there. I know for me I really always wanted to start a business, even my first job out of college. Like I got I was ready to start a 

Carmen Mirabile 6:41
yeah, 

Billy Fanshawe 6:41
business 

Rich Bennett 6:41
a 

Billy Fanshawe 6:42
then. You know, so it was very eager to do it. 

Getting back to your question, was it about the alcohol struggles in the alcohol industry? 

Carmen Mirabile 6:55
sort of, but finding that niche in into this 

Billy Fanshawe 6:59
Yeah, 

Carmen Mirabile 6:59
industry to say, I have a product that differentiates from what someone else is doing that I can stand at a little 

Billy Fanshawe 7:05
And 

Carmen Mirabile 7:05
bit. 

Billy Fanshawe 7:06
that question, a lot of what the brands out there, it's the same thing and it's more about the label. 

Rich Bennett 7:11
Yeah. 

Billy Fanshawe 7:11
Still is about the label, but I just wanted to be able to say, hey, we're doing something different. Because really in today's marketplace, you need a twist or something unique. Like the biggest example when I go to do these tastings, I'll grab people's attention by saying it's alkaline. And 

Carmen Mirabile 7:26
Yeah. 

Billy Fanshawe 7:26
nobody out like you have another vodka that could be doing a tasting there, it's vodka. What's there to get excited about? And I think that's a big reason why I've existed and I've lasted five years is we have that unique niche. I'm opposed to the rest of the industry. 

Rich Bennett 7:41
Yeah, I was just saying because you had, you see a lot of craft beers out there, but that's just, it's like everybody's doing 

Billy Fanshawe 7:46
Right. 

Carmen Mirabile 7:46
Yeah. 

Rich Bennett 7:47
it. 

Billy Fanshawe 7:47
You're 

Rich Bennett 7:47
seeing the same with Burbridge, you're seeing a lot of craft Burbans, but it's like everybody's doing it. 

Billy Fanshawe 7:52
Right. 

Rich Bennett 7:52
You don't know if any other, much is vodka, but any other alcohol that has the electricity. 

Carmen Mirabile 7:58
It's funny. It's like in the beer industry, the biggest, the new biggest product is the non-alcoholic beer. 

Billy Fanshawe 8:07
So 

Carmen Mirabile 8:07
that's the differentiation in that market. So it's sort of finding that thing that's going to get you, you know, get past that, like you said, the label. It's not just marketing. It's actually a really good product that you need to try that's different than anything else. 

Billy Fanshawe 8:23
Right. And I think that's a big reason why we've survived because it's a tough industry. I've seen a lot of people that have gotten into it since I've started that are not here today. 

Rich Bennett 8:33
Now has it effect the taste or does it? It 

Billy Fanshawe 8:36
really does. What's interesting will electrolytes or salts. 

Rich Bennett 8:40
… ah, right. 

Billy Fanshawe 8:40
for the most part. So there, in theory, should be some sort of salinity that you get. 

Rich Bennett 8:45
mmmm. 

Billy Fanshawe 8:45
Um, we've toyed with that a little bit like if you had it when we first launched, when our formula was more comparable to what you saw in a bottle appeal, like you can really taste the salt. 

The first important part is it takes what's, you know, an acidic spirit and makes it alkaline. Anything alkaline is going to be easier going down. It's going to be much more pleasant. Um, 

Rich Bennett 9:16
you're not getting that harsh 

Billy Fanshawe 9:17
You're 

Rich Bennett 9:17
bite. 

Billy Fanshawe 9:18
not getting that harsh bite that you're kind of speaking about before we got started. Um, that where most people know and know when it comes to vodka. Now you could leave this bottle out in a 90 degree weather on a hot day. I mean, it's still going to really be harsh, but, you know, if it's, you freeze it for a little bit, put it in the fridge for a little bit, I mean, it starts to taste a lot less like vodka. I mean, it's really incredible what um, making an alkaline can do. 

Rich Bennett 9:44
Plus you have flavored ones as well, right? 

Billy Fanshawe 9:46
Uh, I do not personally. 

Rich Bennett 9:48
Oh, I thought 

Billy Fanshawe 9:48
Yeah. 

Rich Bennett 9:48
you did. 

Billy Fanshawe 9:49
No. 

Rich Bennett 9:49
Saw a green… 

Billy Fanshawe 9:52
we did. We did a post as like a joke. 

Rich Bennett 9:54
Yeah, 

Billy Fanshawe 9:55
And actually, a lot of people actually took it very seriously. 

Rich Bennett 9:58
Yeah. Thank you. 

Billy Fanshawe 9:59
I… Yeah. 

Rich Bennett 10:00
No, seriously, because After the Marine Corps, I went to and I got my degree and by training, I'm a professional mixologist. Back then, there weren't flavored vacas. You had to be creative. You had to create your 

Billy Fanshawe 10:13
flavor. 

Rich Bennett 10:13
different 

Billy Fanshawe 10:13
Right. 

Rich Bennett 10:14
And one thing that really irritated me when I started seeing like flavored vodka at all, 

Billy Fanshawe 10:20
it's not a category 

Rich Bennett 10:21
that's cheating. 

Billy Fanshawe 10:23
The category's actually not doing too well either, and 

Rich Bennett 10:27
oh, really? 

Billy Fanshawe 10:28
Yeah. The flavored vacas now. 

Carmen Mirabile 10:29
There's only a few manufacturers that do. 

Billy Fanshawe 10:32
The dominant ones are really deep patties and 

Carmen Mirabile 10:34
Yeah. 

Billy Fanshawe 10:34
western and sun. I would say 

Rich Bennett 10:35
you're good. What? Those are brains? 

Billy Fanshawe 10:40
Yeah, 

Rich Bennett 10:41
We're hurting them. 

Billy Fanshawe 10:42
yeah, yeah, yeah, oh they're big. Yeah. Especially deep patties. Yeah. Those are the big ones. 

Rich Bennett 10:47
That's a vodka. 

Billy Fanshawe 10:48
Yeah. Yeah. Out of Texas. Yep. 

Carmen Mirabile 10:51
So you learn to… you're not going to have to remember that. All you're going to have to do is remember lighters. 

Rich Bennett 10:56
Well, of course. But when I see vodka, I see smurn off. What's the other one? 

Billy Fanshawe 11:04
Tito's probably 

Rich Bennett 11:05
Tito's, 

Billy Fanshawe 11:05
the… Yep. 

Rich Bennett 11:06
Tito's, Grey Goose. 

Billy Fanshawe 11:08
Yep. 

Rich Bennett 11:09
And there was a cheap one out there. Let me rephrase that in an expensive one out there. 

Billy Fanshawe 11:15
Burnets. 

Rich Bennett 11:17
Yeah, it may be Burnets who also makes a gin, right? 

Billy Fanshawe 11:20
I think they do. I'm not sure. Actually, it's a good question. 

Rich Bennett 11:24
Yeah, I can't. Yeah, I can't remember now. 

Carmen Mirabile 11:27
So… 

Again, I'm going back to the business side of 

Billy Fanshawe 11:31
Sure. 

Carmen Mirabile 11:31
it because it's so fascinating to me. So 

what was it like to start? What was that? So you decided this was… I'm going to give this a go. So what were those biggest challenges to 

Billy Fanshawe 11:45
The 

Carmen Mirabile 11:45
get it up and around? 

Billy Fanshawe 11:46
compliance, the regulatory piece, I say that without any 

Carmen Mirabile 11:48
hesitation. 

Billy Fanshawe 11:49
It's not for the final heart, especially because we, at a time in COVID, not all those agencies were running very efficiently either. So the timelines are working off of now are different than they were back. 

Carmen Mirabile 12:02
Yeah. And you're working off there, time? 

Billy Fanshawe 12:04
So it took us, in my opinion, longer than it showed, to get the product to market. 

Rich Bennett 12:10
Is that because you're waiting for the patent pending? 

Billy Fanshawe 12:12
the patent's entirely separate. That was a 

Rich Bennett 12:14
Oh, 

Billy Fanshawe 12:14
struggle… that was a struggle into itself. We went with the patent office almost six rounds of submission, but how it works maybe is educational for your listeners, too. It starts with going to an agency called the TTP to 

Rich Bennett 12:28
a 

Billy Fanshawe 12:28
submit label. Getting that label approved for us was incredibly challenging. I don't think the agency wanted electrolytes in vodka. So the submission… believe if I have… yeah, I believe it was rejected eight times. 

Rich Bennett 12:45
Damn. 

Billy Fanshawe 12:46
So I ended up having to get a beverage attorney who's still part of my team today. doesn't work for me, contract, or I should say. But I still work with him today on stuff. Got him involved in it and actually got pushed through. I mean, there's certain things so I actually cannot say on the label that the product has electrolytes. 

Carmen Mirabile 13:06
It 

Billy Fanshawe 13:06
It's salt, potassium, and phosphorus. Yeah. It's pretty interesting. 

Carmen Mirabile 13:09
What was the pushback that it might be attractive to 

Billy Fanshawe 13:14
Yes. 

Carmen Mirabile 13:15
you? 

Billy Fanshawe 13:15
The way the agency looks at it is they see alcohol as bad, electrolytes as good, and the two are not meant to 

Carmen Mirabile 13:25
Gotcha. 

Billy Fanshawe 13:25
go… 

Carmen Mirabile 13:26
Yeah, yeah. 

Billy Fanshawe 13:26
f you get it as as a health. Um, so on all of our filings, it's it's there for taste. If you were to ask me a direct question, why do you put electrolytes in your vodka, I'd say it's there for taste. ? Um, 

Rich Bennett 13:38
I was, 

Billy Fanshawe 13:39
no other reason. 

Carmen Mirabile 13:40
Yeah, 

Rich Bennett 13:40
yeah. 

Billy Fanshawe 13:52
But then again, like, I tried to put myself in the consumer shoes and I was like, I mean, I am adding those to the vodka. I should be putting it on the label to let them know that a 

Rich Bennett 14:01
lot of people don't realize those are electrolytes. 

Billy Fanshawe 14:04
Correct. Yeah.Yeah , they should. But yeah, you're right. There's a lot of people down. It's 

Rich Bennett 14:09
Wow. 

Billy Fanshawe 14:10
tearing your brain on and you think about it for a little bit, you read it, you can figure it out. Um, but yeah, you're right. Not everyone makes that that connection. So we went through the label process and then, um, which again was, was brutal and, you know, got it and attorney involved. And then, um, Then it shifted to Maryland and what I needed was a Maryland wholesale license. State of Maryland really doesn't have a category for a brand owner like me that doesn't necessarily manufacture, but doesn't necessarily wholesale. 

Rich Bennett 14:39
yeah. 

Billy Fanshawe 14:40
Because I have a wholesaler that distributes the stuff for me. Um, so that took about five and a half months. I think I submitted almost 120, 130 pages of documentation. 

Rich Bennett 14:54
Good Lord. 

Billy Fanshawe 14:55
Yeah. Um, probably around half of that. We're like paperwork. I actually had to fill out. Um, so, you know, and this is, this is where it's tough for sometimes a small business. I'm doing 

Carmen Mirabile 15:05
myself. 

Billy Fanshawe 15:05
this 

Rich Bennett 15:06
Yeah, 

Billy Fanshawe 15:06
not outsourcing it to the attorney or anything like I'm literally going line by line. And then you're following up with the guy at the comptroller's office to please push this through. I'm trying to get my product to market. 

Rich Bennett 15:17
And you were working at this time too, right? 

Billy Fanshawe 15:19
Uh, I actually got laid off from my job. Um, so 

Rich Bennett 15:22
they actually gave you more time to 

Billy Fanshawe 15:24
Actually 

Rich Bennett 15:24
be able to, 

Billy Fanshawe 15:25
worked out. It did. It actually worked out, um, gave me, gave me time to, you know, what, looking back on it. I, I mean, I needed it. 

Rich Bennett 15:33
yeah. 

Billy Fanshawe 15:33
I was, some of those days, I was doing paper for just eight hours. um, and then the wholesale license was issued and that was it. I was off to the races. But even then, you have to be very cognizant of the federal advertising regulations. 

Rich Bennett 15:48
Oh, 

Billy Fanshawe 15:49
We had some stuff really on that talking about the electrolytes and we can't do that. 

Rich Bennett 15:56
Um, stop. 

Billy Fanshawe 15:57
And, yeah, 

Carmen Mirabile 15:57
yeah, I mean, it sort of makes sense. 

Billy Fanshawe 15:59
Um, and then the other side was on the state level. There's all kinds of trade laws for how you can market your point. Like, right. If you go and partner with a retailer on something, their logo can only be 25% of. Like a table 10. And again, no one's giving you a handbook on this stuff. But if you get it wrong, you get a fine. 

Rich Bennett 16:18
wow. 

Carmen Mirabile 16:18
Yeah, 

Billy Fanshawe 16:20
um, yeah, it's, it was very challenging, you know, navigating all of that. Um, thankfully today I have 

Carmen Mirabile 16:27
So, 

Billy Fanshawe 16:27
a great. of all that stuff, 

Carmen Mirabile 16:30
Understanding 

Billy Fanshawe 16:30
but back then it was learning curve. 

Carmen Mirabile 16:32
So you got the patent. You got all the compliant stuff out of the way you're ready to roll. So what is that first step for you look like? 

Billy Fanshawe 16:40
Well, the patent was actually just hit last year. 

Carmen Mirabile 16:42
OK. 

Billy Fanshawe 16:43
Yeah, that's actually think 12 months of the day. So that was, that was ongoing. Um, 

Rich Bennett 16:49
peace. 

Billy Fanshawe 16:49
yeah, yeah, it takes a while. Yeah, the agency's a, we're always tough. Um, but, uh, as far as first step, um, it's retail. Um, and what I did was I went to those accounts independently, and sold the product in. Um, as we talked about earlier, I had really a background and the advertising business. Not this. 

Carmen Mirabile 17:09
Yeah, 

Billy Fanshawe 17:09
So I didn't know what I was doing. 

But fortunately, a lot of those customers who are still customers today guided me in the right direction gave me some good advice, um, and I listened. And, uh, you know, that extends to the distributor that I ended up using. It's actually not 

Carmen Mirabile 17:28
me. 

Billy Fanshawe 17:28
far from I got some great advice from the director of sales, how to sales strategy and stuff. And ultimately, yeah, I just took in some feedback. 

Carmen Mirabile 17:37
So the scaling of that is regional first, local markets. 

Billy Fanshawe 17:42
Yeah. Yeah. So what ended up happening? I was living in federal Hill at the time. So it was getting places to carry it. I grew up in, uh, Severna Park, Pasadena area. So it was getting it there. And then, I, that's really who carried it. 

Carmen Mirabile 17:56
That's 

Billy Fanshawe 17:57
areas to start. We broke out a little bit into anapolis. My girlfriend now wife was in Elkridge, so we broke out there a little bit. And at a certain point we're selling enough. We got picked up by a very large distributor and you know kind of the restless history. 

Carmen Mirabile 18:12
great. 

Billy Fanshawe 18:13
So yeah. 

Rich Bennett 18:14
Wow. 

Billy Fanshawe 18:14
Yeah. So 

Rich Bennett 18:18
with it because that's the other thing with this, um, incredible. You're 

Billy Fanshawe 18:23
newer, 

Rich Bennett 18:23
newer, newer, right? Or do you have a team? 

Billy Fanshawe 18:26
Uh, 

Rich Bennett 18:26
back then you were, but do you have a team? 

Billy Fanshawe 18:28
Yeah. Actually, I did launch it with a couple partners, 

Rich Bennett 18:31
Okay. 

Billy Fanshawe 18:31
ended up buying out their shares. Um, just wasn't a good fit. 

Rich Bennett 18:35
So it's just you. 

Billy Fanshawe 18:37
Yeah. So then it was, it was me and so I owned today, I owned about 90% of the company. I own. I should say I own 90% of the company. Um, and then, uh, yeah, it's my father has 9% in one of my best friends from childhood 

Rich Bennett 18:52
person. 

Billy Fanshawe 18:52
as one 

Rich Bennett 18:52
So three of you, but you're doing a lot probably a majority of the league work going at to all the different places and everything. 

Billy Fanshawe 18:58
I am. I do do a lot of it. The one thing that I will say was different as I'm talking to you today than it was back then as I've been doing it long enough where I have the relationships. 

It's not the same kind of burden of time as what it used to be because I have those relationships and trust, I mean a phone call. 

Rich Bennett 19:16
Yeah. 

Billy Fanshawe 19:17
Um, a lot of my damage is now done on weekends, getting in front of customers, doing tastings and kind of that stuff. The day-to-day interactions with the customers, you know, it's limited, not not what it probably what it needed. 

Rich Bennett 19:32
You set up the festivals and everything? 

Billy Fanshawe 19:34
We have. We have. Yeah, it just depends, who invites us and stuff. 

Rich Bennett 19:39
One of the things I have, one of the things I have noticed is thank God it's allowed. Not all places do, though, is you can order 

Billy Fanshawe 19:48
my 

Rich Bennett 19:49
now and have it delivered. I don't know if that's something that I know I've had it delivered from out of state to my house. But is that something you're allowed to do yet? 

Billy Fanshawe 19:58
Uh, it's the laws on the books are much more friendly towards why. If you're a 

Rich Bennett 20:04
wine, 

Billy Fanshawe 20:05
producing, you should be doing yeah. For spirits, the way these states are set up, they don't really like ecommerce. It's very, you can, but it's very challenging to do. 

Rich Bennett 20:14
it. 

Billy Fanshawe 20:14
And a lot of cases, it only makes sense to do it if that customer is willing to buy like a case or more, like just buy in a bottle or something like that. So that's really why we haven't dipped our toe into and I looked into it heavily, like 

Rich Bennett 20:26
Yeah, 

Billy Fanshawe 20:26
two years ago was ready to do it. Um, all kinds of things that go into it that it's just easier. 

Carmen Mirabile 20:34
Yeah. So what does that marketing look like? It's you're not doing TV or radio. It's community engagement. It's the retailers. It's sponsorships. Is that is that been your? 

Billy Fanshawe 20:44
Yeah. Um, the challenge with for us is we've paid so much in professional services from, you know, uh, the patent in particular. 

Carmen Mirabile 20:53
Yeah. 

Billy Fanshawe 20:54
It's gobbled up so much of what we would have had for the marketing. So what's really exciting about now is if I'm able to match the sales I had last year, I should have more money for marketing. So going back to what you said, it's been a lot of the tastings and community engagement, right? We talked about 

Carmen Mirabile 21:11
Yeah. 

Billy Fanshawe 21:11
curly and 

Carmen Mirabile 21:12
Yeah. 

Billy Fanshawe 21:12
that kind of stuff because that's what I, that's what I can do. So we'll be interesting if I'm able to do a little bit more of that this year. Um, but typically, um, what it has been and what it is now is we do tastings 

Carmen Mirabile 21:24
Yeah. Yeah. Yeah. 

Billy Fanshawe 21:25
almost every single weekend. Um, 

Rich Bennett 21:28
and that's mainly at liquor stores, right? 

Billy Fanshawe 21:30
At liquor stores. Yes. 

Rich Bennett 21:32
You're listening to the conversations with Rich Bennett. We'll be right back. 

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Billy Fanshawe 23:01
Yeah, we have restaurants and bars. 

Do you do events there? 

Rich Bennett 23:06
Yeah, 

Billy Fanshawe 23:06
I always like when I don't tell people they're going to bring in my product, it's not, you know, we'll do an event. 

Rich Bennett 23:13
they just 

Billy Fanshawe 23:13
But 

Rich Bennett 23:13
got to get it through the distributor. 

Billy Fanshawe 23:16
challenge there is a lot of times when you do those events, most people ask where can I buy it at my local liquor store. I did one in Columbia and I was met families that were from New York and like they're looking to buy a bottle from the liquor store near their hotel. 

Rich Bennett 23:31
The 

Billy Fanshawe 23:31
So I always felt the best approach for those bars and restaurants if you get any kind of point of sale. For them to agree too. 

Carmen Mirabile 23:38
Yeah. 

Billy Fanshawe 23:39
And we do that now. They ask it we haven't made and we have it there. 

Rich Bennett 23:43
Does it carry to other states? 

Billy Fanshawe 23:45
Yes. 

Rich Bennett 23:45
How was that process? 

Billy Fanshawe 23:49
We were in DC and we're in Delaware, DC, maybe surprise here is so easy. 

Rich Bennett 23:56
Really? 

Billy Fanshawe 23:56
Yeah, you just you don't even have to do anything. Your whole sailor sends a letter and just say we're selling this product in DC. Thanks. That's all DC is. 

Rich Bennett 24:06
Wow, 

Billy Fanshawe 24:07
Delaware, also very easy, it's about a week. They just want to know how much product that you're moving into their state. 

Rich Bennett 24:14
right? 

Billy Fanshawe 24:15
That's all they're really concerned about. They just want to make sure those reports match with what the wholesalers are giving them. It's very easy. Yeah, Maryland tends to be more challenging. DC and X Delaware are great. Very easy. 

Rich Bennett 24:28
Man, not in Pennsylvania yet? 

Billy Fanshawe 24:30
No, it's controlled state, so the government runs. Yeah. 

Rich Bennett 24:39
West Virginia is that way too, isn't 

Billy Fanshawe 24:41
it? Yeah, so we are approved for West Virginia. We just have not launched with a whole sailor there. We do think actually it's on my target to try to do that in 2027. Really hoping that works out. 

Rich Bennett 24:53
Nice. 

Billy Fanshawe 24:55
Yeah, even for Pennsylvania, I always think Pittsburgh might 

Rich Bennett 24:58
be. Yeah, 

Billy Fanshawe 24:59
two. Do it. 

Carmen Mirabile 25:03
So 

you've come a long way in the few years that you've been operating. I think there is a differentiation with your product from anything else on the market. 

If you got to pick where you think this is in five years, where do you think you're going to be? 

Billy Fanshawe 25:28
Oh, I just hopefully I'm caching out and hanging out with my kid. Yeah. That's definitely the goal. 

Carmen Mirabile 25:37
Yeah. 

Billy Fanshawe 25:38
This is especially, you know, reference, I was saying earlier, I've seen a lot of people go out of business into this. So very, very blessed that it has. I've made it five years. 

Carmen Mirabile 25:50
How does that work to like these, you know, with beer, like you have the craft brewers and maybe there's, you know, you catch the attention of a larger, a larger company. Is that the same with with spirits that is the hope that like a larger, a larger company would say, 

Rich Bennett 26:10
have it. Who will 

Carmen Mirabile 26:10
Would say, Hey, I really like your product. You have something 

Billy Fanshawe 26:14
see it? 

Carmen Mirabile 26:15
unique and interesting and I want to, I want to part of this. 

Billy Fanshawe 26:20
Yeah. I think so. It depends on on the company. I think for some people, that is the goal. They want to get into this and they want to 

Carmen Mirabile 26:26
out. 

Billy Fanshawe 26:27
cash 

Carmen Mirabile 26:27
Yeah. 

Billy Fanshawe 26:28
I know, there's some people I know in this industry. They're, they're 

Carmen Mirabile 26:31
for 

Billy Fanshawe 26:31
going 

Rich Bennett 26:32
Yeah. 

Billy Fanshawe 26:32
Yeah. Yeah. They're trying to be the next XYZ. 

Rich Bennett 26:35
The same one of the largest companies, I can't think of the name, it's a Japanese company because I think they own Picardi and all that. But I think 

Carmen Mirabile 26:45
Sony, 

Rich Bennett 26:46
no, that's But I can't think of it right now, but I think 

Billy Fanshawe 26:52
they, 

Rich Bennett 26:52
if I, I might be wrong, but I thought they were starting to buy a lot of different, uh, like, smaller, but these are all free too. 

Billy Fanshawe 27:01
Makes sense, especially with the, the alcohol trends are going right now as people are looking for more small batch, more craft, more consciously produced, kind of stuff, so a lot of the big companies, if they are looking to get in, so they should be looking in the stuff like that. 

Rich Bennett 27:17
All right, so in 

Carmen Mirabile 27:18
college, 

Rich Bennett 27:19
you were drinking mortgages. Va, 

Billy Fanshawe 27:21
that was. 

Rich Bennett 27:22
You were 

Billy Fanshawe 27:23
putting 

Rich Bennett 27:23
at the vodka that has the alcaline because we can't say electrolytes, right? 

Billy Fanshawe 27:29
Not supposed to, we've 

Rich Bennett 27:30
okay, 

Billy Fanshawe 27:30
mentioned it, 

Rich Bennett 27:31
so the good stuff in it. Any plans on doing it with anything else, whether it be to kill you, or tequila or Tennessee whiskey, bourbon, whatever. 

Billy Fanshawe 27:45
My patent does cover other spirits, 

Rich Bennett 27:48
Oh, 

Billy Fanshawe 27:48
I think, um, that are, uh, or at least the continuation I filed for my patent does cover spirits that are 35% or over. 

Rich Bennett 27:58
okay, 

Billy Fanshawe 27:58
So there could be an angle there, I'm personally not interested in doing that. 

Rich Bennett 28:01
right. 

Billy Fanshawe 28:02
I'm focused on doing one thing and one thing very, very well. 

but that category has gone from like white claw was really popular, then it was high noon, and now it's surfside. It just seems like there's rapid, 

Rich Bennett 28:23
Yeah, 

Billy Fanshawe 28:23
like, maybe that needs to calm down a little bit before. 

Yeah, okay, right. I think it's a bit, um, we're not using it as quality vodka is in there mix. So part of me thinks if I did this and I ready to drink, it would, it would taste really good. You take an alcaline vodka and you're mixing it with, you know, whatever juice you use. So, um, it's tempting. I don't think I'll do it, but it's tempting. 

Rich Bennett 29:05
Yeah, okay, your vodka and a super bowl with the big Gatorade bucket being dumb. 

Billy Fanshawe 29:14
The, uh, the TTV would not approve. I would, I would have a nice email from the Monday morning. You 

Rich Bennett 29:24
mentioned something earlier we did get into a bath so with college and I can't remember you said like, uh, the crazy days or so, I forget what it was. But you said, we can talk about that later. So what the hell was that? 

Billy Fanshawe 29:39
I went. 

Rich Bennett 29:39
Carb was like, oh, 

Billy Fanshawe 29:42
I think I was just more of that. This is what I was doing in college. I was mixing it. And 

yeah, I mean, I was, I was crazy guy. I was literally out all night before drinking, you know, Gatorade, Pedalite and or sometimes even the power rate, waking up next day, going to 8 a. m. Classes. And then 

Rich Bennett 30:04
with the hangover. 

Billy Fanshawe 30:05
With a mitigated one. I'd 

Rich Bennett 30:07
Yeah. 

Billy Fanshawe 30:07
like to think. Um, and then working at the rather intense landscaping job. 

Rich Bennett 30:15
Okay, with regular vodka, the ones that doesn't have the good stuff in it like yours. Um, because I've always heard like the hangovers are created by sugar in the alcohol. 

Billy Fanshawe 30:27
Yeah. 

Rich Bennett 30:28
So 

Billy Fanshawe 30:28
Yeah. 

Rich Bennett 30:28
is there. Is there 

Billy Fanshawe 30:29
So 

Rich Bennett 30:29
sugar? 

Billy Fanshawe 30:29
it is actually the so the first I can legally claim that we mitigate or resolve a hangover. 

Rich Bennett 30:35
Right. 

Billy Fanshawe 30:36
We have to like customers make their own decisions. 

Rich Bennett 30:38
Right. 

Billy Fanshawe 30:39
Um, you're absolutely right. It really a lot of times if you think you go to a bar and you mix, you get that mixed drink 

Rich Bennett 30:46
Yeah. 

Billy Fanshawe 30:46
a lot of the times what the off the gun has a lot of sugar in 

Rich Bennett 30:50
Uh-huh. 

Billy Fanshawe 30:50
it. um, it really is driven by a lot of sugar, especially look at a lot of different cocktail recommendations. They're usually loaded with sugar. 

Rich Bennett 30:57
Yeah. 

Billy Fanshawe 30:58
Um, 

Rich Bennett 30:58
So, 

Billy Fanshawe 30:59
so it really is predominantly driven by that. 

Yeah, 

Carmen Mirabile 31:11
I love dirty martini. 

Billy Fanshawe 31:12
Yeah, martinis. You know, you just yeah, avoiding the sugar can go a long way. 

Rich Bennett 31:18
I'll make the martinis. I don't drink. Yeah. I'm an old fashioned. Yeah. 

Especially with just the olive juice or pickled juice. 

I guess I ain't gonna try 

Billy Fanshawe 31:41
it. That's fair, 

Carmen Mirabile 31:42
fair. 

Rich Bennett 31:42
that's 

Carmen Mirabile 31:43
Well speaking of trying it so I'm hoping that this gets people's curiosity of what it tastes like and because it is quite different than a regular vodka so where can someone pick up? For 

Billy Fanshawe 31:58
county, we're talking about earlier wine world. Wine world, they're actually the first customer in Hartford County to get the 1.75 liters. So they've got the big bottles if you really like the product. Yeah, they have the 750s as well. They always keep a very large stock of it in so it's a place you can always count on it being there. 

Be proud of if I told you they didn't have it. The Wegman's properties have it. Yes, Wegman's own stores in Maryland. They just... 

Rich Bennett 32:35
Wegman's grocery store. 

Billy Fanshawe 32:36
Yeah, 

Rich Bennett 32:37
they sell alcohol? 

Carmen Mirabile 32:38
No, 

Billy Fanshawe 32:39
no. 

Carmen Mirabile 32:39
not 

Billy Fanshawe 32:39
They 

Carmen Mirabile 32:39
a 

Billy Fanshawe 32:39
do it. So it's it's done 

Rich Bennett 32:41
certain. 

Billy Fanshawe 32:41
They do it strategically. They put it in someone else's name so they can operate someone else is under the liquor license so they can 

Rich Bennett 32:49
it. 

Billy Fanshawe 32:49
operate 

Rich Bennett 32:49
Okay. 

Billy Fanshawe 32:50
So, 

Rich Bennett 32:51
I didn't knew that. 

Billy Fanshawe 32:52
You ever been to Hunt Valley beer wine and spirits? 

Rich Bennett 32:55
No. 

Billy Fanshawe 32:56
That's Wegman's. It's a big store. 

Rich Bennett 32:57
Okay, sort of like another grocery store around here earns some a local one. 

Billy Fanshawe 33:02
Yes. 

Rich Bennett 33:04
Beer 2 liquors. I think it is. 

Billy Fanshawe 33:06
Okay. 

Rich Bennett 33:06
Yeah. 

Billy Fanshawe 33:07
I think they carry our stuff. 

Rich Bennett 33:09
Okay. 

Billy Fanshawe 33:10
But all the locations are on our website. 

Rich Bennett 33:13
Alright, so let's say somebody's having a boroughs some kind of gala 

Billy Fanshawe 33:18
or 

Rich Bennett 33:19
whatever. 

Billy Fanshawe 33:21
And 

Rich Bennett 33:21
they want 

Carmen Mirabile 33:21
to have there 

Rich Bennett 33:22
to do tastings. What do they have to go through to make that happen? 

Billy Fanshawe 33:26
Just email me. Yeah. 

Rich Bennett 33:27
That's it. 

Billy Fanshawe 33:28
My email's right on the website. It's my inbox. I'm genuinely very 

Rich Bennett 33:33
And 

Billy Fanshawe 33:33
responsive. 

Rich Bennett 33:33
what's the website? 

Billy Fanshawe 33:34
Latos vodka 

Rich Bennett 33:36
dot com. OY TOS. 

Billy Fanshawe 33:38
Yeah, because you said that OY TOS. And then there's a fine light dose page and it has the contact information right there. Has my direct email as well as our company email. 

Rich Bennett 33:48
And it lists the place where you can find it is 

Billy Fanshawe 33:50
list the place you can find it. Yeah. 

Rich Bennett 33:52
Recipes on there as well. 

Billy Fanshawe 33:53
There is a recipe page as well. 

Rich Bennett 33:55
Okay. 

Billy Fanshawe 33:56
Does have that that pickle one 

Carmen Mirabile 33:58
on. 

Rich Bennett 33:58
Alright. 

Billy Fanshawe 33:58
That won't be for you though. 

Rich Bennett 34:00
Billy, I gotta 

Carmen Mirabile 34:01
try 

Billy Fanshawe 34:01
It's 

Carmen Mirabile 34:01
it. 

Rich Bennett 34:02
I gotta ask you 

Carmen Mirabile 34:02
kind of 

Rich Bennett 34:03
this thing with your own vodka. What is your favorite recipe? 

Billy Fanshawe 34:07
I like it in a pickle shot. Yeah. I do. I like it with a chestpeak bass seasoning rim. 

Rich Bennett 34:16
Oh, 

Billy Fanshawe 34:17
yeah. It's good. That would be 

Carmen Mirabile 34:20
faith. 

Billy Fanshawe 34:20
my 

Carmen Mirabile 34:21
He got your attention now with 

Billy Fanshawe 34:23
It 

Carmen Mirabile 34:23
it. 

Billy Fanshawe 34:23
really, 

Rich Bennett 34:24
I mean, I like bloody marries. 

Billy Fanshawe 34:26
That's a recommendation as well, because you the electrolytes are salt so this. 

Rich Bennett 34:30
The 

Billy Fanshawe 34:31
other thing was probably what I market the most at my sampling is the wife of salt potassium and phosphorus is citric acid. That Gatorade bottle that you have right there citric acid is listed helps neutralize the pH. But it really helps the vodka disappear. Like if you try my stuff and eliminate. 

Rich Bennett 34:51
Yeah. 

Billy Fanshawe 34:51
Yeah. Really anything free based it totally disappears. So 

Rich Bennett 34:58
so old bay lighters vodka and lemonade 

Billy Fanshawe 35:01
could do that. 

Rich Bennett 35:03
That could be a good drink. 

Billy Fanshawe 35:06
Okay. Um, 

Carmen Mirabile 35:07
you should report back after you try 

Billy Fanshawe 35:09
a 

Carmen Mirabile 35:10
bunch of drinks, Rich. 

Rich Bennett 35:11
I'll give it a shot. I'm going to have to head to wine. We're going to get a 

Carmen Mirabile 35:14
Here 

Rich Bennett 35:14
bottle. 

Carmen Mirabile 35:14
you go. 

Rich Bennett 35:15
Tell 

Billy Fanshawe 35:17
me you know me when you when you when you when you. 

Rich Bennett 35:19
Okay. Tell 

Billy Fanshawe 35:20
me you know me 

Rich Bennett 35:21
Hopefully we got some warm weather coming up to where you know, I can do my outside barbecues and drinks that are our happy 

Billy Fanshawe 35:27
going 

Rich Bennett 35:27
hours. 

Billy Fanshawe 35:27
to be seven. 

Rich Bennett 35:29
Is it? 

Billy Fanshawe 35:30
Yeah. 

Rich Bennett 35:30
Oh wow. 

Carmen Mirabile 35:31
Can 

Rich Bennett 35:31
For 

Carmen Mirabile 35:31
do 

Rich Bennett 35:31
those 

Carmen Mirabile 35:31
it 

Rich Bennett 35:31
of you 

Carmen Mirabile 35:32
Saturday. 

Rich Bennett 35:32
listening, we're recording this on what is today? March, 

Carmen Mirabile 35:35
second 

Billy Fanshawe 35:35
March, second. Second, yeah. March, second. 

Rich Bennett 35:37
Hey, so Carmen, what's your favorite vodka drink? 

Carmen Mirabile 35:41
I like a dirty Martini. 

Rich Bennett 35:43
That's of olive juice, right? 

Carmen Mirabile 35:45
It's a lot of olive joy. A lot of olive juice. Yeah. Joy. 

Rich Bennett 35:51
Uh, 

Carmen Mirabile 35:52
my wife's got me into espresso martini. 

Rich Bennett 35:55
those are good. 

Carmen Mirabile 35:56
Yeah, 

Rich Bennett 35:57
Those are pretty good. See now the other day I told you I made the girls a brownie espresso martini. They said it was good. I didn't try it. I was 

Carmen Mirabile 36:07
got to try it with light. Because 

Billy Fanshawe 36:10
you're not a vodka guy. That's okay. 

Rich Bennett 36:12
Well, no, I'll drink a martini. I'll drink a martini because you know, when you make them you got to test them. 

Billy Fanshawe 36:19
That's true. 

Rich Bennett 36:20
like a 

Billy Fanshawe 36:20
Just 

Rich Bennett 36:21
chef. You got to test what you're drinking. I just can't do a street. But I'm going to try your street. 

Billy Fanshawe 36:27
What you should do, put it in, put the vodka, put my vodka in your freezer for 30 minutes and try it straight. Interesting. Email text call with feedback. Neat, not over ice- *laughs* Put it in the freezer for half an hour. Yeah. and try it. Very, very, very confident that you will like it. 

Rich Bennett 36:56
Before I get to my last question. 

Carmen Mirabile 36:58
I don't think so. I mean, I am I went into this conversation not knowing how you really differentiate yourself from, I mean, it's such an overcrowded industry. But 

Billy Fanshawe 37:10
really- 

Carmen Mirabile 37:10
I think you really, you really nailed it. I mean, you found something specific that hasn't been done yet. 

Rich Bennett 37:16
Thank 

Carmen Mirabile 37:17
And- 

Rich Bennett 37:17
you. 

Carmen Mirabile 37:17
and like you said, it's- your interest is not trying to, uh, you know, find other- other spirits to do this. It's doing one and doing it better than 

Rich Bennett 37:28
everybody. Keepin' 

Billy Fanshawe 37:28
right, 

Carmen Mirabile 37:29
that

everybody

Billy Fanshawe 37:30
right. Right. Keep that niche. Yeah. 

Rich Bennett 37:32
So- this isn't my last question, but what- two-part question. What's the next big thing for Billy Fancho, then what's the next big thing for Lighty? 

Billy Fanshawe 37:41
The next big thing for me? I guess the kind of two of the same, right? Lightos 

Rich Bennett 37:47
Could 

Billy Fanshawe 37:47
and 

Rich Bennett 37:47
be. 

Billy Fanshawe 37:47
myself. Yeah. Um, for me, what I really want to do is now that I feel like I'm potentially gonna have cash flow freed up this year, is hopefully to take on pay from the company. This is finally the year. It hits. That's really my goal. Um, what we really want to do the next step at Lightos is we want to develop the people that have our product and grow them and grow them. Um, getting into new spots is great. That'll always- there'll always be a place and be an importance for that. But I have found so much success in working with the same retailers and building them up as much as possible. 

Rich Bennett 38:24
Yeah. 

Billy Fanshawe 38:24
Whether that's giving them a sign, giving them a shelf-talker, working on where it is on the shelf, and then doing not samplings everywhere, but consistently at the same spot so those customers know you know that you're in- you're in their community. Um, so for me, it's really driving velocity. We produced over 7,000 bottles this year. Um, I want to get to at least 10,000 mainly at the same places that I've been working with and just growing them and growing 

Carmen Mirabile 38:51
I 

Billy Fanshawe 38:51
them. 

Carmen Mirabile 38:52
mean, that's really the value too, right? Is finding those perfect retail partners that, you know, they're- they're getting something because you're providing them a great product that their consumers want. And they're helping you out because they're helping get the- get the word out about your product. So. Um, 

Billy Fanshawe 39:10
yeah, and I mean, not everyone who, you know, is in this business is going to church on Sundays like us. So you have to be particular on who you work 

Carmen Mirabile 39:19
Yeah. 

Billy Fanshawe 39:19
with. Um, and I think what I've been doing it long enough, I know who those people are. 

Rich Bennett 39:23
Mm-hmm. 

Billy Fanshawe 39:23
Um, that I've really looked out for me. 

Carmen Mirabile 39:25
That's great. 

Billy Fanshawe 39:26
Um, and it's just doubling down and continuing to work and try to grow the business as much as you can through their stores. 

Rich Bennett 39:32
And you've only been doing it for what? Five years? 

Billy Fanshawe 39:34
Five just passed my five years. Yep. 

Rich Bennett 39:36
Yeah, they, they said what three years before you start seeing a profit. 

Carmen Mirabile 39:43
Yeah, sometimes it's longer than that. Yeah, I mean, 

Rich Bennett 39:45
and you started doing it. 

Billy Fanshawe 39:46
so 

Rich Bennett 39:46
Well, 

Billy Fanshawe 39:47
actually we're, we're fortunate enough we've been profitable since 2022. Um, so we're profitable within a year of 

Rich Bennett 39:54
That's 

Billy Fanshawe 39:54
operation. 

Rich Bennett 39:55
good. 

Billy Fanshawe 39:55
For me, it's more about, can I earn a little bit more doing 

Rich Bennett 39:58
right? 

Billy Fanshawe 39:59
And, and that's, and that's the really the 

Carmen Mirabile 40:01
Yeah. 

Billy Fanshawe 40:01
goal for this year. 

Rich Bennett 40:02
I had a funny feeling this year. It's going to blow up. 

Billy Fanshawe 40:04
Thank you. 

Rich Bennett 40:05
I'm serious. I just do. I think when 

Carmen Mirabile 40:07
right after this podcast, there's 

Billy Fanshawe 40:09
there we go 

Rich Bennett 40:10
for it. For it, airs, be honest with your car. Well, hopefully does you know what you know? This is an over 125 different countries. You might have somebody from Russia 

Billy Fanshawe 40:20
me. There 

Rich Bennett 40:20
calling 

Billy Fanshawe 40:20
you go. 

Rich Bennett 40:21
Okay. We like to lock us. Send it over here. 

Billy Fanshawe 40:23
Yeah, there you go. 

Rich Bennett 40:24
They had Russian accent. 

Carmen Mirabile 40:25
All right. That was pretty, I was 

Billy Fanshawe 40:26
So 

Carmen Mirabile 40:26
terrible. 

Rich Bennett 40:27
we 

Billy Fanshawe 40:28
were actually fortunate enough. Last year we got a lot of press when the patent hit had a few national publications. 

Rich Bennett 40:34
Oh, nice. 

Billy Fanshawe 40:35
A lot of the local almost all the local places picked up on it. 

And that was a big help. Got a huge boost from that. 

Rich Bennett 40:45
I 

Billy Fanshawe 40:45
mentioned before we 

Rich Bennett 40:46
started recording that I think it's in San Francisco, the big 

Billy Fanshawe 40:49
spears, competition 

Rich Bennett 40:51
every year. I don't know. I would think they put vodka in it. 

Billy Fanshawe 40:57
Yeah, they do. To 

Rich Bennett 40:58
end three and into that, 

Billy Fanshawe 40:59
I have looked at those. The challenge in my 

Rich Bennett 41:04
yeah, 

Billy Fanshawe 41:04
experience. I don't think the industry would appreciate me saying this is a lot of times it's like pay to play. 

Rich Bennett 41:08
Oh, so it's like the Grammys and all the 

Billy Fanshawe 41:11
Yeah, 

Rich Bennett 41:11
them. the young 

Billy Fanshawe 41:12
Yeah. 

Rich Bennett 41:12
ones. 

Billy Fanshawe 41:13
Yeah, like they're charging you to be there. They're charging you extra to get 

Rich Bennett 41:16
I mean, 

Billy Fanshawe 41:16
it. 

Rich Bennett 41:16
most people don't like that. Yeah, the. 

Billy Fanshawe 41:16
Get yet an award. However, people do seem to respond to it pretty well. 

I'm almost almost been against it because I'm just like no, I don't really need to pay to just get an award Just to say 

Rich Bennett 41:32
you already 

Billy Fanshawe 41:32
it's great like 

Rich Bennett 41:33
you already know you're the best. 

Billy Fanshawe 41:34
try try it just try 

Carmen Mirabile 41:35
Yeah 

Billy Fanshawe 41:35
it try it and you make you 

Rich Bennett 41:36
yeah 

Billy Fanshawe 41:37
make that this 

Rich Bennett 41:37
Yeah That's what I'll talk about day day for 

Say something all right. So pick a number between one 

Billy Fanshawe 41:48
hundred Seven 

Rich Bennett 41:48
and one 

Nah, that's been asked before ask a different 

Billy Fanshawe 41:59
99 

Rich Bennett 42:00
women hat. Oh damn. Okay. Nobody's ever asked 

Billy Fanshawe 42:04
There we go 

Rich Bennett 42:05
now. I got fine, 99 okay 

Kind of works of what we were talking about if you could invent something that would make daily life easier What would it be and you cannot say lighter? 

Carmen Mirabile 42:21
It's lighters vodka. That's lighter 

Billy Fanshawe 42:23
now I probably would have been the 

Carmen Mirabile 42:26
She's 

Billy Fanshawe 42:31
that's a tough one on 

for you other than my own product 

trying to think is something that's inconvenient 

Not sure 

Rich Bennett 42:49
heated sidewalks and streets 

Billy Fanshawe 42:52
heated sidewalks 

Rich Bennett 42:52
snow right away 

Billy Fanshawe 42:54
actually you know what that's a good one. That's what I thought I think they have it in Canada 

Rich Bennett 42:58
Yes, 

Billy Fanshawe 42:58
and upstate New York is the snowmeltors Drives me crazy that we still have snow that I can still see snow. We just need those snowmeltors 

Rich Bennett 43:06
Forgive it might be even up there, but they have like the bridges are heated so if they Yeah, I said like 

Billy Fanshawe 43:13
I mean we get snow down here. It's not like we're in Tennessee or South Carolina or even Florida So like we get snow. I just that we really shut stuff down Oh, yeah, 

Rich Bennett 43:25
Yeah, we shut stuff down if they hear snowflake in the report 

Billy Fanshawe 43:28
yeah, yeah Well 

Rich Bennett 43:31
Billy, I want to thank you so much you know I said this is going to be your best 

Billy Fanshawe 43:39
year as 

So 

Rich Bennett 43:42
far and then every year just gonna get better 

Billy Fanshawe 43:44
and better I hope so

Rich Bennett 43:45
Carmen always great. 

Carmen Mirabile 43:46
It's good to see you rich. 

Rich Bennett 43:47
Thank you. I owe you a bottle of lighters Vaca 

Carmen Mirabile 43:51
would be nice. 

Rich Bennett 43:51
That 

Carmen Mirabile 43:52
That'd be great. 

Rich Bennett 43:52
I got you covered don't worry about it 

Carmen Mirabile 43:55
I was gonna buy my own, but yeah, I'll take a free 

Rich Bennett 43:57
one. Well you can still buy one and by the time I finally get the wine world I'll get you one. 

Carmen Mirabile 44:01
Okay

Rich Bennett 44:01
what a conversation. Billy's story is one of those reminders that innovation doesn't always come from a lab or a textbook. Sometimes it comes from real life experience, late nights, early mornings, and just refusing to let go of an idea. And what really stands out to me is this. He didn't try to reinvent everything. He focused on doing one thing and doing it better. That's something every entrepreneur, every creator and honestly, every one of us can learn from. Lytus Vaca isn't just another label sitting on a shelf. It's different, it's intentional, and it's built from persistence, trial, and error. And a whole lot of belief in the vision. So if you're curious and I know a lot of you are, go check it out. Head over to Lytus Vaca and it's lytosvaca.com. Find a location near you and give it a try. And if you're feeling adventurous, here's when you've got to test out. A lot of you know I love a good old-fashioned and I love to experiment with them. So of course, I did. Here's a recipe for Lytus Vaca Old-Fashion. Very simple. Put a clear 2-inch ice cube. That's very important because as we know, every good old-fashioned should have a 2-inch clear ice cube, put it in a rocks glass and set it to the side. Now in a mixing glass, combine the following. Two ounces of Lytus Vaca, a quarter ounce of simple syrup, two dashes of endless store bitters, one dash of orange bitters, add ice to the mixing glass and stir for about 15 seconds to chill and slightly dilute it. Now, strain it into your rocks glass over that beautiful, clear ice cube. Take an orange peel and twist it over glass, rub the rim with it, and drop it in and enjoy it. And that right there, that's a refreshing drink. And I want to hear from you, when you try it, or if you come up with your creation, reach out to me, message me, comment, whatever works for you. What's your favorite recipe using Lytus Vaca? Let's get that conversation going. Thanks again to Carmen for co-hosting and Billy for coming on and sharing his journey. And as always, thank you for listening, supporting, and being part of this community. Until next time, enjoy that beverage and keep the conversations going.