Interview

Part 2

Jeff and Jenny Pennington, Pennington Distilling Co.

June 03, 2020 00:36:57

In part two of his conversation with Jeff and Jenny Pennington of Pennington Distilling Co., Brandon Styll catches up with the husband and wife duo while they cruise around the bay.

Episode Summary

In part two of his conversation with Jeff and Jenny Pennington of Pennington Distilling Co., Brandon Styll catches up with the husband and wife duo while they cruise around the bay. They dig into Davidson Reserve bourbon, which just took home double gold at San Francisco and was named the number three North American Whiskey of the Year by the Beverage Tasting Institute, and discuss what it has been like to be welcomed into the tight-knit American whiskey community by giants like Jack Daniels.

The conversation turns personal as Jeff reflects on growing up as the son of Nashville restaurant icon Jay Pennington (The Boundary, South Street, Local Taco, Urban Grub) and why he carved his own path. Jenny shares the emotional story behind Walton's Finest Vodka, a wheat-based vodka she created as a tribute to her late father, complete with blueprints of a boat he built as a child on the bottle. The episode wraps with how Pennington pivoted to producing more than 16,000 gallons of hand sanitizer a day during COVID-19, and a candid discussion about the protests in Nashville and the responsibility to fight racism.

Key Takeaways

  • Davidson Reserve bourbon won double gold at the San Francisco World Spirits Competition and was named number three North American Whiskey of the Year by the Beverage Tasting Institute.
  • Tennessee's craft distillers receive real mentorship from Jack Daniels and other big producers, who would rather see small brands make good whiskey than bad whiskey.
  • Walton's Finest Vodka is wheat-based and pot-distilled in the style of Ketel One, designed specifically to win over Jenny's father, and donates $33 per bottle to the American Cancer Society for prostate cancer research.
  • Pennington scaled hand sanitizer production from 500 gallons to 16,000 gallons a day during COVID-19, donating over $250,000 worth to the community and putting 15 to 18 furloughed hospitality workers back on payroll.
  • Jeff credits his dad Jay Pennington for instilling a strong work ethic but chose to build his own business after seeing the long hours and theft challenges of running restaurants.
  • The Penningtons believe women are gaining long-overdue recognition in whiskey, pointing to master blenders and distillers like Ashley Barnes, Alex Castle, and Marianne Eaves.

Chapters

  • 04:27Davidson Reserve Wins Double GoldJeff shares the major awards Davidson Reserve bourbon picked up during COVID and the challenge of promoting it without on-premise accounts.
  • 07:02Inside the Bourbon CommunityJeff explains how Jack Daniels and other big producers mentor Tennessee craft distillers and why a rising tide lifts all ships.
  • 09:54Women Rising in WhiskeyJenny and Jeff discuss the male-dominated industry and the growing influence of female master blenders and distillers.
  • 12:24Growing Up as Jay Pennington's SonJeff reflects on his dad's restaurant empire, the pressure of being known as Jay's son, and a memorable shaving cream incident from childhood.
  • 15:39Entrepreneurial Parents and Work EthicThe Penningtons talk about coming from entrepreneurial families and how seeing their parents work for themselves shaped their willingness to start a distillery.
  • 17:40The Story Behind Walton's VodkaJenny tells the story of creating Walton's Finest Vodka as a tribute to her father, including the boat he built as a teenager that inspired the bottle design.
  • 23:45Walton's vs Pickers PositioningJeff breaks down how Walton's compares to Ketel One while Pickers competes with Tito's, and why promoting two vodkas is a challenge.
  • 25:44Pivoting to Hand SanitizerJeff details how a TTB rule change and a call from the mayor's office turned into a 16,000 gallon a day sanitizer operation that kept their team employed.
  • 28:51Heartbreak Over Nashville ProtestsJeff and Brandon share their reaction to watching downtown Nashville damaged during the protests and the deeper issues the moment exposed.
  • 32:54Becoming Anti-RacistBrandon talks about reading How to Be an Antiracist and the responsibility to actively fight racism rather than stay silent.
  • 33:50Pickers and Soda on the BoatJenny plugs the Pickers and club soda combo as a local alternative to White Claw or Truly.
  • 34:53Support Local HospitalityThe Penningtons close with a plea to tip hospitality workers, dine out, and ask for Pickers by name at the bar.

Notable Quotes

"Rising tide raises all ships. You could add up all our annual production and we don't equal three days at Jack Daniels. They're not worried about us taking their business. They're worried about us making bad whiskey."

Jeff Pennington, 07:49

"I walked upstairs and caught him at his bar, and he was pouring a half gallon of Ketel into a half gallon of my brand. The best part is, he said it doesn't count if you don't buy it. He goes, I didn't buy it. I poured it out."

Jenny Pennington, 18:29

"The day that he finally chose our vodka, he thought once again he was choosing Ketel, and he realized, no, this is the Walton's. So we were like, yes, we nailed it."

Jenny Pennington, 20:56

"We went from making a 500 gallon batch to about two days later we're making 2,000 gallons a day, and within a week we were making 16,000 gallons a day. We gave away over $250,000 worth of free sanitizer to the local community."

Jeff Pennington, 27:14

Topics

Tennessee Whiskey Davidson Reserve Bourbon Walton's Vodka Pickers Vodka Hand Sanitizer Pivot COVID-19 Response Women in Spirits Nashville Protests Family Business Jay Pennington
Mentioned: The Boundary, South Street, Local Taco, Urban Grub, Pennington Distilling Co., Jack Daniels, Old Dominic, Nelson's Green Brier, Sugarlands, Corsair
Full transcript

00:00Welcome to Nashville Restaurant Radio, a podcast for and about the people of the Nashville restaurant scene. Now here's your host, the CEO of New Light Hospitality Solutions, Brandon Styll. Hello Music City and welcome to Nashville Restaurant Radio. My name is Brandon Styll and I am your host. Welcome back to Jeff and Jenning Pennington's episode of Nashville Restaurant Radio. This is going to be part two today and thank you for listening to part one. You probably didn't see us post on socials yesterday because we did the blackout. We wanted to stand in solidarity with Black Lives Matter and we wanted you to know that we take this very seriously and while we're putting out episodes right now, we're talking to people. Jeff and Jenny and myself get into this particular topic later on in this episode too and don't want to come across that we're not paying attention because this is a major, major thing that we are in the middle of and I encourage each and every one of you out there to take action. Do whatever you can to fight racism. Stop it. Don't just be somebody who is colorblind and isn't a racist. Be an anti-racist. Go out there and do everything you can to fight it.

01:35I know that's what I'm going to try and do and I encourage every one of you to do that also. So one of the things we did today, Facebook, social medias were still a hotbed of craziness. One of the things I noticed was people posting, hey I need a line cook, hey I need a server, hey I need a couple people here or there and it just made me think this new sponsor, Faux and Beaux, F-O-H and B-O-H, they're so innovative. You just go on their site, you need somebody, whatever the position is. If you have an account set up with them, which is the easiest thing in the world to do and right now it's free, all you do is you just log in, you click I'm looking for a server or barista, whatever it might be and there's hundreds of people in Nashville right there with a full profile. You can see them, what are their interests, what are they like, where do they work and you just click a button that says request an interview and you can do it live interview, you can do a zoom interview. It's that easy. You can find your next employee, your next person that's looking to start their career, hospitality professional right now. NashvilleRestaurantRadio.com. Go to our home page, scroll down, the very next section you're going to see it says F-O-H and B-O-H, Faux and Beaux, click the link, it'll take you straight to their site, sign up. If you're a restaurant, sign up.

02:57It is free, 100% free for 90 days. You pay nothing, not one penny. You have to put a credit card in. You don't have to do anything. It is just a free site. They're doing this as a response to COVID-19 to help people out. They're a new company. They're locally owned and operated. Everybody out there, buy local, support local. I know all you independent restaurants out there want to support local. Get out there and do this. These are good people and if you are looking for a job, it's easy and free to post your resume there. Go, not a resume, but go post your profile, create it, do the whole thing, set it up. Go to our webpage, make it happen. I also want to talk real quick about Springer Mountain Farms Chicken and you know what? They're one of those companies that's just fantastic and they're first, the things that they did first, they're the first lab, the first poultry lab in the United States to be certified to test for pesticide and residues. They're the first large-scale produce from the nation to eliminate antibiotics and broiler chickens over 20 years ago. They're the first in the industry to gain certification by the American Humane Association, proving advanced animal care. I mean, they're doing it the right way and they've been doing it the right way for a long, long time. So support Springer Mountain Farms Chicken. Go to their website, check them out, SpringerMountainFarms.com. I have a new page on my website. It says sponsors. Go click on the sponsors link and you can go directly from there to check out everybody who is sponsoring me and I appreciate that. So let's get into Jeff and Jenny, part two. We're going to discuss Jeff's dad, Jay Pennington. He's the innovative mind behind the boundary, South Street, local taco, and urban grub. I think he's got a new location coming in soon. We talked about Jenny's dad, Walton's vodka, named after her father, what they're doing during the COVID-19 pandemic, and their thoughts on the state of our country. So we got a lot to talk about today. This is going to be good times. Let's jump right back in. We were

04:58just about to start talking about bourbon. So I know the Davidson Reserves doing well, I assume. You guys are having fun with it? Yeah, it's really easy to sell something you don't have a lot of. So yeah, we're really excited. We've got a great sales team, got great management teams kind of come over and we've had some change in that over the last year. But Davidson Reserves, we launched it, you never know, right? You work on this whiskey for five, six years and you hope that it's good. And we tasted it along the way and we felt good. And we had some great people that came in in the beginning and helped us, really big masters from Kentucky. So we were confident, but you never know how it's going to be taken. You know, during this whole COVID times, as we're calling it now, we received two of the biggest awards you can receive in spirits. We really haven't gotten to promote it. So, you know, we're really excited. We just won San Francisco's double gold investing class, which is like the Olympics of spirits competitions. Congratulations. And the Beverage Tasting Institute gave us 94 points in number three North American Whiskey of the Year. I mean, right below us is Eagle Rare and Blanton's. It was like, so. Yeah, that's a good company. Man, it feels really good. You know, we're not, like you said, we don't have a ton of it. So it's easy to sell something like that. But we also haven't really gotten to be able to promote that much because the restaurants and the bars are all closed and that's what you need. And that's what stinks right now is the struggle with on premise. Our retail has been good. It's been really, really solid because people are not stopping drinking or drinking more. Yeah. But you know, you build brands that on premise right now with the on premise where they're at, it's made it tough to promote that.

06:56I can imagine. Tell me, you said that you brought in some big names in the bourbon world to kind of help you a little bit. What's it like now being in that community before you worked with that community being in sales? And of course, we all love bourbon and that's a fantastic thing. But what's it like now being in that community, winning double gold, kind of having a little bit of street cred? Is it just cool? I mean, because you're not competing with them, I mean, per se. I mean, these are, it's almost like the, to me, it reminds me of like the barbecue community, right? They all hang out together. They all share each other's secret recipes and stuff. And then they all kind of like just hope the whole category does really well because that's what they're, they're all kind of in it together. Is that where you're at now? Yeah, you know, Jeff Arnett from Jack Daniels always has this one saying whenever we do an event in Tennessee, and I really agree with it. I love it. He says, rising tide raises all ships. And, and I really believe that American whiskey, you know, you've been in this industry for long enough to remember. I mean, it was only 10 years ago that half of our friends that are bourbon aficionados were pounding boards with vodka, right? I mean, it wasn't, Scotch but Scotch was the premium in American whiskey bourbon was kind of like, you know, the cheap, the working man's whiskey, right? And yeah, how it's, it's completely reversed. It's great to watch.

08:20Um, and I think it's a true statement, Kentucky bourbon as a whole, those guys all get along. They go and do events together. They, they support each other, you know, and I think the same things we've seen down here. And when we started, I mean, we had mastered three different massive distillers from big, big time, you know, billion dollar brands come down and like distill with us. And, you know, Jack Daniels has opened their doors to all the local craft guys. Anytime we have a question or we have a stuck mash or we have a chemistry question, they've got one guy there named Kevin. I call him the wicked smart dude. And, uh, you know, they'll, they'll come help us and ever. It's amazing when you tell people, they're like, why would they do that? It's like, cause they're not afraid of us making good, good whiskey. They're afraid of us making bad whiskey. Yeah. That, that says it all right there. All this and Nelson's and old Dominic and Sugarland's and you know, all the decent size craft guys in Tennessee. You could add up all our annual production and we don't equal three days at Jack Daniels. They're not worried about taking their business. You're worried about 20 different brands coming out and making it rock and hurting overall category. Yeah, that makes sense.

09:31It's really fun to see. I think the camaraderie at the big brands and seeing, you know, Bill Samuels and Jimmy Russell and Fred know all hang out. I think it taught us small guys and look at what craft beer did. They, they do, you know, what do you call when they get together and they grow together and they do experimentals, they, they're, if you leave the craft beer blogs, they help each other. I think, I think it's really important that the small craft whiskey guys kind of do the same. I love that. So one of the things that I've probably recognized, you didn't mention any females there of all of the people that are, all the people that are the master distillers and all the people, they're a bunch of guys. Jenny, what's you, you went in a world a long time ago where it was dominated by older white men. It's still some day. I mean, it still feels like that. Yeah. I mean, so you're back in it now and that kind of that. So how does, how was that like, what's that like for you? Honestly, I feel like Jeff does, he grew up around a lot of strong women, his great grandmother, his grandmother, he's got some very strong aunts and I think Jeff respects women and I think he's done a really great job of bringing them into our workplace. I mean, I think we're like 50, 50, male, female, our management teams, majority women. They work better. They're smarter than us. But I don't disagree. I feel like, you know, we work with a master blender that Jeff can tell you about Ashley Barnes. She's amazing. Oh yeah.

11:07Um, you know, he's not afraid to, it's more about like the quality of what somebody can bring in and you know, hey, it's very female, it's awesome, we'll take it. But yeah, I think our team's really well balanced. Yeah, I'd say on top of just the old male dominance in our industry, it's also very, always been very nepotistic. I mean, if you didn't have to write less name, you weren't gonna get the title, right? You kind of earn it. It's funny in Scotland, the master blenders of the rock stars here in America, we were celebrating the master distillers. Yeah. But you know, if you go around a lot of these distillers now, there's more and more women getting some props. I mean, I think scientifically, I read somewhere that women have a million more taste buds on average than men, so they have better palates naturally. And so a lot of the blenders in the head, the head chemists in a lot of these big companies are women, and they're starting to get that recognition. Alex Castle is down at Old Dominic in Memphis. She came from Wild Turkey and she's the master distiller down there. Got Marianne Eaves, got Ashley Barnes, got a lot of women's big women names coming up in the industry. So I think it's going to change.

12:24I think you're going to see a change in the next 10 years. You said neptism. One of the things I've always respected about you, Jeff, is your dad is kind of a big time name in this town. I don't know how, I mean, I know everybody knows your dad, but I have all, you know, it's funny because I used to work at the boundary and I never knew really who your dad was when you lived down the street from me. And he was probably always at work. Well, I remember one time I was a food runner there and I was talking to your dad at the bar one day and I said, you know who I am? And he goes, you're a food runner. Like, you know, I don't know who you are. This is 1997, right? This is the boundary was just the place to be. And I said, no, I'm Brandon. I used to live on the street from you. He's like, are you the kid that wrote, fuck you on the side of my house and shaving cream? And I went, yep, that's me. Okay. Good talk. I'll see you later. That's right. That's the birthday because you, your birthday, March 10th or March 8th. Yes. Eight. Yeah. Yeah. Mine's the ninth. We had the birthday parties. We came back to your house and started shaving cream your door and the garage door opened up. Your dad's sitting there like, Oh God, run it through the woods.

13:49See, that's good times. And, but your dad, you know, had these amazing restaurants and he's so innovative and you, I imagine you could have gone into that career, but you didn't. You did your own thing and you, did you just not want to be, oh, I'm Jay's son or was just not your thing? I think, I think the, not Jay's son was like a driver in my life because everybody called me Jay's son. I mean, still to this day, I mean, I do, you know, I got introduced or she got introduced to women in bourbon, women in bourbon have been as Jay's wife one time with all these other big women from around the country. And, you know, a lot of people still think, you know, that he did I started this, you know, I'm out. I mean, he's always been supportive of us from a, you know, standpoint, he would do anything for us, but I don't know anything in his, he doesn't know anything in mine, but, you know, I think, I think a perception is that we own part of Irving Graff or Jay owns part of the distillery and it's like, no, we're two different things, you know, we're all related, but that's, that's as far as it goes. And I think bringing up Jay and I think too, like both of us came from parents, our parents are entrepreneurs. So I do think that that fueled weaker up in that environment where, you know, our families own their, you know, works for themselves and own their own businesses. Good, bad, you know, there were great times and harder times and all that. And I think that it, I think when you grow up that way, it almost makes it more natural or less scary to do something on your own too, because you've just seen somebody else do it.

15:39So they're very inspirational, I feel like, and very supportive. I would say my dad's our number one fan. Like he roots for us, he'll do anything for us, but, you know, I think he's also, I think part of him is proud that, you know, we are doing on our own. There's part of me, I mean, I love restaurants. I grew up working in them. When I was 13, I remember when I first transferred and moved down the street with you and I went to sixth grade and I still remember coming in, getting called Target or Walmart shoes, because I had Walmart shoes on. And, you know, that's my first taste of Williamson County, right? And, and I was like, I go home and I was like, dad, can I get some Air Jordans? He's like, yeah, you can. I was like, sweet, can I have some money? He goes, no. He's like, well, you can work and get your own money. So he gave me a job to go down there and roll silverware for tips. And I earned enough money in a week to get some and ended up not buying them. So I said, well, I don't want to spend my money on them. I worked for this. I don't know if I want those shoes, but, you know, I think he taught us, he instilled work ethic and, you know, he, he was very, I could have gone in that direction, the requirement almost did. And then honestly, I think I saw how hard he worked and how late hours the restaurant industry, I mean, you know, the restaurant industry is hard work.

17:01And the number one thing that causes failures, in my opinion, is theft. And, and when I say theft, I mean, people not thinking they're stealing from you, but they're just giving everything away. And if you're not there, you're not a good owner operator, you don't have a good managing partner, it can go really south and real fast. A lot of his success came from he was there. He was always involved. And I saw how hard he had to work and how many hours. And I kind of said, you know, I want to be in the citizenship. I want to find a different way to do it. So I'm in the same boat. Yeah, no, absolutely. Absolutely. So Jenny, you guys do something really special because of your dad. And you make us go ahead, I would love to hear about the vodka. Tell us about your dad, because I love this story. So when I worked at Best Brands, we sold a bunch of vodka, some you probably never even heard of. And I would always buy all the vodka. I'd be like, come on, you've got to drink my products. You got to get off the kettle one, dad. I don't sell it.

18:07Get off it. So you know, people who drink kettle owners, they're not buy their kettle one drinks. Right. So I literally would be like vodka's around the world and like bring them a box. So 12 river vodka is like nothing ever worked. So he pretended as though he was enjoying one of my brands. And he one day, I walked upstairs and caught him at his bar. And he was pouring a half gallon of kettle into a half gallon of my brand. Yeah. And I was just like, wow, what? Yeah. But I mean, that's just how much he loved me. That's what you do as a dad, though. That's exactly what you do as a dad.

19:08The best part is she said it doesn't count if you don't buy it. He goes, I didn't buy it. She goes, what'd you do with this? She goes, I poured it out. So he still bought the bottle. Bought the bottle, poured it out, but I'm not drinking it. Right. The likelihood of me catching him the only time he did that going on for a while. So he's not now you're making vodka. He's not going to pour that down. Right. Correct. So my dad actually passed away two years ago, but before he passed, we wanted to make a vodka for him because he loved his martinis. And we needed to come up with something that was comparable to kennel that he could drink every evening. So I mean, I probably took two years that we would bring in samples. We must have made a hundred batches of still for him. All kinds of samples. And he would keep a little log and write notes. Finally, one day he, we mailed, and he actually once again was like, oh, that's the kettle. I'm picking this one.

20:15And then he goes, oh my gosh, no, it's the Walton's. So to back up a little, he used to always tease me and say, why don't you make Walton? His name was Walton and everybody called him Walton. But he'd always joke and say, when are you going to make Walton's finest vodka? So that's where, you know, it came from. And we're like, well, dang, if we could make something he likes, this will really help our sales revenue because he could lose his vodka. So, except it's not cheap to make that. No, I'll give kettle credit. The way they make it is hard. I mean, it's, it's pot distilled and they call them distilled and it's, it's a, it's a serious process. Yeah. So anyway, so the, you know, day that he finally chose our vodka, he thought once again, he was choosing kettle and he realized, no, this is the Walton's. So we were like, yes, we nailed it. Done. So if anybody looks at a bottle of it, it says Walton's finest vodka. And on the front, it's got in very small typewriter font, just a little background story of my father. When he was 13 years old, he built a wooden boat out of plants he got from science and mechanics magazine. And his like a really good family friend helped him build this wooden boat. And I always knew about it. He always told me about it. And when I thought like, what can I do for the package, you know, obviously we know we're going to call it Walton's finest vodka, but what does the bottle look like? It just sort of occurred to me like, why not do the boat and tell that story? Like it's such a natural thing. It's honestly the easiest brand I've ever done because it already was all there for me. It was just recognizing that and then pulling those elements, putting them in the, you know, on the bottle and in the bottle and all that. But so on the back is actually the real blueprints on the boat. The front, it had a

22:17different fish on it, but now it's a red fish is on it now, which is like a fish from down here. But I have eight millimeter video of him driving his boat, building his boat, black and white photos. So it was really special to be able to give that to him before he passed away. He was super proud of it. I can tell I was just gonna say I can tell how proud you are. I tell everybody it's it's an ode to her father. Like it's an ode from a daughter to a father is that project and at the top of the bottle it says on their craft project. And it's because he, she took a craft project of his and she made it a craft project back for him. And it's a beautiful story. It's a beautiful package. You know, we don't sell as much of it as we should. We want to really promote it more. It just won double. It just won double gold in San Francisco itself. Wow. And we're donating $33 for every bottle ongoing to ACS for prostate cancer research. So my father had his prostate removed several years ago, maybe five years ago. He still had me obviously still has prostate cancer, but it's an ongoing thing. And I grow mustache every year in November and raise as much money as I can for November. But I, I think that's fantastic. So can you find Walton's at just every liquor store? Every, but you can get it. Anybody can carry. We're going to do a bigger push on it. You know, when we came out, we were doing pickers and Walton's is made for wheat, which is obviously half the yield of corn. It's a different style of vodka. It's a, it's more of a gimlet style, a grainier, someone who likes to drink vodka on the rocks or martinis where pickers is more like a Tito's or a deep end. It's a lighter, crisp vodka. Walton's are really, really, if you like kettle wine, you should give it a shot. And it's, we'll consider pickers a

24:18premium. Walton's would be the super premium. Yeah. It's kind of like kettle, but it's a, it's a beautiful package and man, it's an awesome product. And we just want to award. So hopefully with the, you know, we're going to raise some money with it, but we'd like to get some more, we'd like more people to know about it. It's hard to promote two different vodkas at once. I totally understand. And I thank you for telling that story, Jenny. I think that was really, I think it's, it's a really cool gift to him, but what a special memory. Every time that you see it, every time that people buy, you went double gold, what a cool little kind of tribute to your father. And that's, that's really special. I love hearing it. I want to add one more thing into that story because the best part is her brothers, her brother, Tom is very successful. He's, he's been an executive corporate C-level executive, black and Decker working his way up from the ground and up to CMO. And then it's now the president of the Nellie for America, the shotguns. I mean, he's done very well for himself and he's given the eulogy at her dad's funeral. And he literally said, you know, all I can say is that I would come home and my dad was always proud of me and I could do this.

25:28But I, you know, my sister always won his heart because she's the one to put a vodka with his name on it. He did it. He did it. So guys, I've kept here a long time. I want to get your quick take. You guys have had to pivot. We're in COVID-19. It's been a crazy time. You pivoted to making hand sanitizer. I mean, I've seen all over social media what you guys are doing. Thank you. I mean, this is something that needed to happen. Tell us about how that happened. My gosh, it was kind of an accident really. I mean, we were, I was, it was my 40th birthday. We were down here. It was the last time we were down here. And on March 9th, we started seeing things getting worse on the news as we were down here. Like, man, this thing's getting really bad. You know, it's about a week before they shut it down. I get an email from our trade association that says the TTB has now opened up distilleries to make hand sanitizer, which you have to make the WHO formula. It's got to be this. So I, you know, I mentioned, well, maybe we should do that and help out local. Kind of looked at it like, guys, the demand that high. And then all of a sudden, we got a call from the mayor's office saying the office of emergency management could really use some sanitizer. So like, well, you know, we'll make 500 gallons for them. And you know, that it costs a few thousand bucks. It'd be a good, good, goodwill, good donation back to the community.

26:59So we did it. And then the Metro PD called and then like, we started getting calls from other local businesses. So we kept making it. And then all of a sudden we got a call from Amazon and they wanted to buy it. We're like, well, you know, they don't pay taxes. We'll sell it to them. And so we started, we, we all of a sudden we went from making a 500 gallon batch to about two days later, we're making 2000 gallons a day. And within a week, we were making 16,000 gallons a day. And we, we hired about hard time, about 15 to 18 out of work hospitality people. We were able to donate over 10,000 gallons to the local community. We were able to give giveaways. We sold enough to some bigger companies and other things that we, at the end of the day, we actually just added up. We're going to do some kind of fresh lease, but I think we gave away over $250,000 worth of free sanitizers to the local community and support and put out of hospitality workers out to work for about six weeks. And you know, it felt really good. And we, you know, and to be honest, as Catalyst, we've even still made a little money along the way, but more importantly, we, we kept all our people employed with it. We're very grateful and blessed to have had that because had we not, you know, 40% of our businesses and bars and restaurants, you know, had we not had that kind of come up, not sure we wouldn't have had our own furloughs and our own issues to deal with. But I think it was just good karma. We went and helped the office management, Metro PD, and it just kind of snowballed. Sometimes, sometimes just dumb luck falls the right way. I mean, so we've been lucky. Thanks. I mean, it's huge. I think it's great that you're doing that. And I love that you guys were able to pivot that way and give jobs and you're just kind of doing the right thing. Last thing, I don't, you know, I don't want to end it on this note, but this has been a interesting past week to say the least in our country.

29:07What are your thoughts on kind of what went down in Nashville the other day and just kind of this whole situation right now? I was heartbroken. I mean, I'm born and raised here just like you. I mean, Nashville to me is the, I've been lucky enough in my life to travel a lot of places all over the world and all over the country. And I tell people this middle Tennessee, there's something special about Nashville that, you know, we're not just some other redneck Southern city. We've got culture, we've got business, we've got education, we've got, you know, but we still got that kind of Southern charm about us. You know, it's just one of the best places in the world. No matter where I go, I always love going home. Yeah. And, you know, it, I've watched on the news for two straight hours on my phone. I was down here and someone told me I couldn't kill my eyes off of it. I mean, I literally, when I saw the mother church getting hit, I like wanted to drive back up there myself.

30:11It just broke my heart. And the bars on lower Broadway that just reopened barely, you know, you know, I think it's sad because it's losing the real message of what the 95% of the people were trying to cover, which was, you know, protest and bring to light, you know, issues that have been been around. And, you know, there's not even 98% of people were there for a good cause. And it just broke my heart to see it turn that way. Because we've always been such a good, I just thought we would be the shining example of a proper protest. And, you know, I'm sure it was a few people, a few bad apples, but I wish the good apples would have put them in their place and stopped them. So I feel like that's the national way, but, you know, at least there wasn't more damage than there was. And hopefully, these people that are hurting that bad can get helped and we can figure this out because we, this is, I don't know, it's sad, it's hard to watch. It's hard, it's, you know, it's still harder to watch the original video that started all. I mean, that part was hard to watch and there's no right or wrong. It just kind of stinks. You know? Yeah, it does. It's very, it's very, very upsetting for me. Also, I've been, I've been pretty sad this past week. And I've decided that this, this after seeing kind of some different responses about it, that I'm not going to just stand silent anymore, like that this is not okay. And we've got to do something as a collective race to help fix this. And it did, it broke my heart when I saw the Rhyme and I Tournament. I saw them go towards the Rhymentorium.

32:00I was like, I'm about to go get in my car. Yeah, when they said they're turning up fifth, they're going towards the Rhyme and I was like, oh no. I mean, just to stand there and be like, stop, stop, don't, don't do this. Don't do this. This isn't helping. This is not the way to help. And then, you know, my brain turned and I went, you know what? I'm a six foot six white male American and you know what? I've, I've never been mad. I like, I love my city so much, but I've never been mad enough to want to burn it down. And I got to do something because I've never felt that type of anger. And I, I certainly don't necessarily understand it, but I could, I could feel it the other night and I could feel it everywhere. I watched every city of me. Maybe we're missing something. Maybe there's that much anger and it's got to be something done. I mean, because, you know, maybe the silent part isn't working anymore. I don't know, but I don't want, I can't, I can't, I hate watching our communities get torn up out of it. That can't be the answer. It's not. I think that we, we have a responsibility to, I wrote a blog and I put, you know, I read a book called how to be an anti-racist. That it's not okay to just be silent. Like you have to, if you're not actively fighting it, then you're, you're allowing it and that's not okay either. So I'm, I don't know what that looks like. I'm working on it right now. I'm, I'm, I'm starting, I'm starting my own journey, but, but I thank you guys so much for coming on today.

33:27And I've spent taking an hour of your, your vacation time and your boating time. And I can't wait to release this video because people aren't going to believe like, yeah, they're just on a boat driving around a bay. And, uh, this is fun. Enjoy the boat and get to catch up with you. So this is awesome. It is awesome. Jenny, what were you just drinking? So give that a plug. I mean, pickers unplug. Look at that. So good pickers and slub soda. They're delicious. If you like truly or white Paul, this is a still spirit version of that, but it has no carbs and no sugar along with less calories and great calories. So yeah, if you're out there and you drink white claw or truly this is, this is your drink. Yes. Local people, local, keep your money local. Um, I just, I saw you drinking a pickers cocktail in a can and I went, if that's not exactly it right there, like I've got to say something because you're drinking your product hanging out on a boat. Like that's where it's supposed to be enjoyed. You're not drinking somebody else's product. You're drinking your plug. That's that good. You endorsing it right now. These products to fit our lives. Kind of nice. It's a nice perk. Well, anything else you guys want to say, anything floors yours, you want to say anything to the people in Nashville, anything at all?

34:59Thank y'all for your support. And if you don't know our brands, please check them out and and everybody stay safe and go out and tip, tip your, tip your hospitality workers and go out and eat some, eat some meals out. Keep supporting the hospitality because it's going to be a slow road. I think back, but our city's built on that. So please go out and support the restaurants. And the next time, the next time you order a drink in a restaurant and it's a vodka drink, if you get a Bloody Mary and they say, what kind of vodka do you want? Do you want absolute safe pickers? I want pickers vodka. And it's that easy. Don't just say, oh, whatever the house is, say pickers. It's not going to cost that much more, but you're supporting these two folks and all the people that work in their West Nashville distillery. Thank you guys so much for coming on today. Enjoy the rest of your time. Go hit the throttle and get out of the no wake zone. She won't let me. This is her speed anyway. Well, I didn't get to, I didn't get to ask you about parenting and what that's been like for the past two years, but we'll save that for the next time. Awesome. Thank you, Brandon. All right guys. Be careful.

36:07See you later. Cheers. Big thanks again to Jeff and Jenny Pennington for taking an hour with me while they were cruising around the bay. So I will put this video out. If you go to our website at nashvillerestaurantradio.com, there will be a new tab. There's one that says listen, and then it's going to be one that says watch, and I'll have a YouTube channel up and running in the next day or two, ready to go. So stay tuned because tomorrow we will be releasing our episode with Bart Pickens and we should be very excited about that because it's going to be an interesting one. And I just appreciate all of you for listening and I hope that you're staying safe out there. Love you guys. Bye.