My Favorite Movie with Logan Welk, Blue Note Bourbon

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On today's film and whiskey,
we're bringing back on a brand

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we haven't talked to or about in
five years.

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That's Blue Note bourbon.
They're doing some exciting

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things and we have their
fearless leader, Logan Welk on

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hand to talk about all of it.
That's all ahead on Film and

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whiskey.
Well, hey there everybody,

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welcome into the Film and
Whiskey podcast.

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I'm Bob Book and I am flying
solo today.

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Brad G, my Co host, lover of
movies, lover of whiskey,

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apparently lover of getting a
new job.

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He is off in Colorado.
He got flown out to Colorado for

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his orientation this week.
I'm really proud of Brad for

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getting himself a new job.
I'm not proud of Brad for

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leaving me holding the bag here,
man.

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I, I have to carry his weight
all the time.

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And here I am once again, flying
solo.

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But in order to get into this
episode, I need somebody to talk

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to.
You guys know I can't just talk

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to a wall for 30 minutes at a
time.

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And so we decided it's time for
an interview.

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It's time for a bonus episode
interview.

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And it's time for the return of
a series that we haven't done on

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a while on this podcast that's
called my favorite movie.

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Today, we're going to be
highlighting a brand that Brad

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and I tried five years ago on
this podcast, April of 2020.

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We loved it then.
We've heard even better things

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about it now.
So we're bringing back on Blue

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Note Bourbon and especially
their fearless leader, Logan

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Welk.
Logan, welcome into film and

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whiskey Man.
Thank you for having me, man.

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Going back April 2020, it's
there's been a lot that's

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changed since then.
You're telling me, man, we had

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just entered lockdown.
We had no idea how long it was

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going to last.
And Brad and I were only about a

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year into the podcast at that
time.

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And we we thought, let's do
something fun while we're in

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this short lockdown phase that
we're going to be in.

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And so we did this series where
we were watching purposely bad

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movies and pairing them with
whiskeys.

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Not bad whiskeys, but basically
it was like, let's try to find

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the best whiskey we can to bail
us out of how bad this movie is.

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And I don't know if you
remember, but just before then,

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it was like the end of 2019,
they came out with the movie

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version of the musical Cats.
Oh gosh, yes.

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So you guys have the.
I'm a big Taylor Swift fan.

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I know she had an unfortunate
role in that movie.

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You guys have the distinction of
being paired up with cats, so

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I'm doing what I can now here
five years later to rectify that

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and to bring you back into a
positive light.

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Logan.
Wow.

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Wow, that's rough.
I know, man.

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So I will say, I have heard
through the Grapevine that you

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guys, I don't want to say that
you've reformulated your product

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since then, but that you've
revisited this line of products.

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And we're specifically looking
at at least one product that we

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tried before and that's your
Juke joint, which is kind of

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your flagship bourbon.
Then we're also looking at the

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Crossroads and your Blue Note
Rye, which I haven't had either

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one of before.
I'm really excited about those

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two.
Right.

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Yeah, I know.
I mean, from the 2019-2020

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period, really everything you're
tasting today is going to be

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completely different.
I think it was really 2020 into

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2021 that a lot of what existed
I started to launch, but a lot

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of the markets back then were
used to a lot of the Diageo

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juice in the products.
And now everything that we've

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been doing since 2017 from a
distillation perspective is with

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Green River and now with
Bardstown acquisition of them,

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Bardstown, Green River across
the board.

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But yeah, the the first one that
you'll taste through as part of

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our, we push it as like our
everyday sipper.

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It's the Blue Note juice joint,
just 93 proof, good product, and

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we're lucky enough to be in the
the rarefied class of platinum

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winners at San Francisco, which
if you're not familiar is 3

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consecutive double gold years,
which like it's not an

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exaggeration.
Everybody strives for that award

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and very few get it.
We've gotten two of the six in

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recent history so well, that's a
cricket for for a company that's

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only been around in in the
bourbon scape since 2018, we're

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certainly proud of what this
product stands for.

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Well, and I think that it's
sometimes counterintuitive.

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You know, people think that when
you're getting awards from

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bodies like San Francisco,
you're probably submitting like

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a hazmat level single barrel.
I think having tasted as many

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whiskeys as we have on this
podcast now, I think it's

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probably harder to not only earn
a double gold with a lower proof

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whiskey, but to make it as
consistently good and winning

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three years in a row, 93 proof.
Honestly, I do think that's

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that's more of an accomplishment
and more of a feat.

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Yeah, no, I mean it, it really
is hard.

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And when you look at it, it's
OK.

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It's 93 proof.
So you've got people's profiles

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that are have really, I would
say elevated to a lot of Cast

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Ring products recently.
But it's the consistency of

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batch after batch after batch.
So I mean, for us, there's 20

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plus different batches between
that first bottle that was

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submitted in one year and the
other bottles later on.

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And you're going to see
variability in the products that

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go into it.
But ultimately it comes down to

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us and our skill of blending and
proofing out the products to

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have consistent quality in the
in the bottle each time.

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And I'm with you.
It's it's really cool to be able

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to point to like, oh, you had an
incredible single barrel like in

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I think it was 2022.
We had top 7W in the year from

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Whiskey Advocate, but it was a
single barrel cast ring product,

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which is cool but a lot of times
that's the one off uniqueness of

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that item.
And to have it in a in a bottle

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you can go grab off the shelf
anywhere anytime for 30 bucks in

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most markets.
That that's a pretty rare

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achievement.
A. 100% you know, And I think

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that people get mad at us
because we're constantly beating

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the drum of small batches versus
single barrels, especially

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because kind of like our, our
thing that we hang our hat on is

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when we're reviewing the
whiskey, we'll look at it from 5

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categories.
In the first four are kind of

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your standard, you know, nose
taste, finish and balance.

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And then that fifth one is
value.

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We really do value the consumer
and the hard earned dollars that

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people are paying.
And sometimes we've had really

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good whiskeys that are just
asking too much and the their

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SRP is set way, way too high.
And so I think first of all, you

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guys do it right because I think
this is priced beautifully.

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But I want to get back to the
batching idea.

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So like when you guys are
batching, what's your kind of

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like North Star?
How many, how many barrels are

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you looking for in a batch?
Does it vary from batch to

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batch?
Is it more about hitting the

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same flavor profile?
Like what is your?

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What's your guiding principles
there?

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Yeah.
I mean, so, well ultimately the,

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the batch sizes do vary from
time to time.

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Some of that is candidly demand
driven.

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So like if we're going into
busier periods or slower

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periods, we'll we'll adjust the
blend off of that.

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But also whether it's younger
product, older product, those

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ratios are ultimately doing on a
batch by batch basis.

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Now it's like most of what we're
doing right now, particularly

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for Juke Joint, isn't that 40 to
60 barrel range, which compared

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to like a big producer is still
extremely small compared to

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extremely small producer is kind
of big.

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For us, it works out really
well.

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And for us it's also limited by
some of the equipment we have

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and what we inherited.
So for people that don't know is

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the company's licensure goes
back to 2014, but back then it

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was a vodka distillery and we
inherited some of their mash

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tons and blending tanks.
And for us it was a little over

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3000 gallon tank.
So that 3000 gallon tank we

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modified and we're using for our
blending tank.

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Well that drives some of the
batch sizes that we do.

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So it's kind of cool to see how
some of those things have have

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forced us down past that
otherwise we maybe wouldn't have

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chosen on our own.
I love the notes I'm getting on

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this man.
It's it's really deep and

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there's a ton of leather on
here.

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It's got a nice dusty, peppery
quality to it, not overly sweet.

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And I'm wondering like, you
know, obviously you guys are

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branding everything with the the
Blues and the location and how

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does the flavor profile fit into
your branding of like this is

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the Blues, this is Memphis.
Do you know what I mean?

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Yeah, so it, it's really
interesting too is it's Memphis,

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it's Blues.
But I think what's really

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important is the environment
itself.

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Like obviously you can go down
the the imagery of Beale Street,

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all the BBQ things like that.
And if you read into it, maybe

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you can pull out some of those
flavor notes.

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But I think for us, what's
important coming from Memphis is

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what the environment's actually
doing and seeing how those

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influences are actually coming
through in the end product.

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So for us, there's you could
either market it or you can have

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reality.
We we have the benefit of both.

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It's not marking to say we have
some of the purest water on

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planet Earth in Memphis.
It's just a fact we do.

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The Sands aquifer provides us
incredible water for our

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proofing.
And then on top of that, the

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aging climate, which is such an
an important factor in in what

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you're ultimately tasting is so
much more active aging in

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Memphis compared to leaving a
product say in Kentucky.

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So a good example is we're aging
three to four months per year

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more in Memphis than Kentucky.
You compound that year after

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year.
And because they're higher

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humidity, you're actually
getting more oak interaction

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because the pressure builds
more.

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And all of that is influencing,
ultimately, what's coming

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through in the glass.
So, so let me ask you this then

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as a result, is there a
temptation to say like, OK, we

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know that this is extracting for
longer, so why don't we bottle

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this at two years instead of
three years?

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Or is it like, is that
temptation there?

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Or is it very much like, no,
we'd rather release a three or a

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four year where you're getting
five to seven years worth of

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maturation out of it?
Yeah.

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So it's it's a combination is
ultimately you're getting that

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accelerated maturation, but it's
you want to have a time cycle to

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hit a price point as well.
And it's OK.

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We'll have other stuff that's
got more age on it.

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So you'll come back out with
nine year plus products and

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those will be closer, maybe
they're closer to 15 year old

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tasting because of it.
But but really it's that hard

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middle ground of price
accessibility, age.

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And then it's also you've got an
ideal state in the reality is we

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have access at least when the
brands came out to more 3 year

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old than we did 6 year old.
So it was originally launched as

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a three-year old and you kind of
develop a profile that you blend

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to based off of that.
But yeah, it's interesting how

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much more four and five year old
is going into some of these

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products that went in, in the
early days.

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Listen, man, I, I got to be
honest with you.

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I love talking with a guy that
just says, hey, man, it was out

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of necessity.
We had access to three-year old

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barrels.
I'm not going to make up a

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story, you know?
And that's The thing is it's if

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the product is good, I think
people would honestly rather

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hear the truth than be like,
well, I read that my great great

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grandpa held it for three years
in a day and after that is why

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he decided to dump.
It's like, no, it's there were

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necessities of a small business
and I ultimately those things

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drove a lot of the product
decisions and we've certainly

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made a lot of modifications
along the way that have improved

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on it.
But some of those core things in

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the early days are are going to
live on in these products

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forever.
All right, tell me about this

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crossroads, because this is not
one that we've had on the

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podcast before.
I just stuck my nose in the

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00:12:00,840 --> 00:12:05,040
glass and my socks were knocked
off because man, this thing is

225
00:12:05,040 --> 00:12:09,360
just like it's peanut brittle
and pumpkin pie and the notes on

226
00:12:09,360 --> 00:12:11,960
this are so wildly different
from the notes on the Juke

227
00:12:11,960 --> 00:12:14,840
joint.
And identical bourbon going into

228
00:12:14,840 --> 00:12:16,120
it.
Really.

229
00:12:16,240 --> 00:12:17,720
Yep, same.
Distillate.

230
00:12:17,720 --> 00:12:20,480
That's crazy.
Exact same Nashville going into

231
00:12:20,480 --> 00:12:22,240
approximately the same age
range.

232
00:12:22,240 --> 00:12:24,080
You're you're jumping up to 100
proof.

233
00:12:24,800 --> 00:12:27,640
The difference is the secondary
finish of French oak on this.

234
00:12:27,640 --> 00:12:31,920
So similar to Makers 46, our
process is a little bit

235
00:12:31,920 --> 00:12:34,720
different.
The time we do it the the

236
00:12:34,720 --> 00:12:36,840
climate control is, is also
different.

237
00:12:36,840 --> 00:12:40,880
And also the, the French oak
that we're using is extremely

238
00:12:40,880 --> 00:12:46,080
expensive French oak that we
work with a subsidiary of space

239
00:12:46,080 --> 00:12:50,360
I'd out of out of one of their
French subsidiaries to work

240
00:12:50,360 --> 00:12:52,400
with.
And when we first launched this

241
00:12:52,400 --> 00:12:57,400
back in say 2020-2021, we were
the largest consumer of French

242
00:12:57,400 --> 00:12:59,240
oak staves outside of the wine
industry.

243
00:12:59,760 --> 00:13:05,160
So it was, it was kind of cool
for us to literally be a a main

244
00:13:05,160 --> 00:13:09,120
R&D site for space side when
they're they're setting up a lot

245
00:13:09,120 --> 00:13:11,600
of this.
So when it comes to these French

246
00:13:11,600 --> 00:13:14,680
oaks that this is French Oaks
staves, this is finished with

247
00:13:14,960 --> 00:13:19,120
what's the time that those are
are, you know, extracting into

248
00:13:19,120 --> 00:13:20,240
this?
Yeah.

249
00:13:20,240 --> 00:13:23,640
So, so this is the the the
benefit of staves versus your

250
00:13:23,640 --> 00:13:26,240
traditional French oak barrel,
which we also do stuff in French

251
00:13:26,240 --> 00:13:29,280
oak barrels, but staves are
dramatically faster.

252
00:13:29,280 --> 00:13:32,600
So your extraction is measured
in weeks to months as opposed to

253
00:13:32,600 --> 00:13:36,000
years.
And for us, it is modified

254
00:13:36,000 --> 00:13:38,960
depending on the time of the
year, humidity, temperature.

255
00:13:40,000 --> 00:13:43,920
So if it's colder, it, it takes
longer, if it's faster, it's

256
00:13:43,920 --> 00:13:47,600
shorter, different amounts of
agitation, oxygenation along the

257
00:13:47,600 --> 00:13:49,920
way.
And for us, that's why it's,

258
00:13:50,720 --> 00:13:54,120
it's a repeatable process, but
it's a repeatable process that

259
00:13:54,120 --> 00:13:56,680
you have to stay on top of and
adjust accordingly.

260
00:13:58,880 --> 00:14:01,320
All right, I want to, I don't
mean to be flying through these

261
00:14:01,320 --> 00:14:04,000
so much, but I'm so enjoying
both of these.

262
00:14:04,000 --> 00:14:07,400
I want to get to the rye now.
The last time we featured BR

263
00:14:07,400 --> 00:14:10,720
Distilling on the podcast, we
had the Riverset Rye, which is

264
00:14:10,720 --> 00:14:13,400
another label that you guys
have, and now you've released a

265
00:14:13,400 --> 00:14:16,840
rye under the Blue Note banner.
Tell me a little bit about that

266
00:14:16,840 --> 00:14:18,840
decision to have two separate
rye labels.

267
00:14:19,120 --> 00:14:21,560
Yes.
Well, so the decision early on

268
00:14:21,560 --> 00:14:24,480
was to have multiple brands
under one house.

269
00:14:25,400 --> 00:14:29,040
While in theory it sounds great,
it also creates a lot of

270
00:14:29,040 --> 00:14:32,480
confusion on the shelf.
And if you don't have $20

271
00:14:32,480 --> 00:14:36,480
million in marketing for each
brand, it also creates a very

272
00:14:36,480 --> 00:14:39,280
complicated and strapped
marketing budget.

273
00:14:40,120 --> 00:14:44,120
So the decision was made really
a couple of years ago and it

274
00:14:44,120 --> 00:14:47,800
really went into effect last
year was to wind down Riverside,

275
00:14:48,080 --> 00:14:51,120
really make it distillery or
limited time only more R&D

276
00:14:51,120 --> 00:14:54,880
focused and then transition
everything that's we saw success

277
00:14:54,880 --> 00:14:59,680
with under Blue Note.
So while Riverset had success in

278
00:14:59,680 --> 00:15:02,840
certain markets, it never really
had the tie into Blue Note.

279
00:15:03,080 --> 00:15:05,880
And once we pulled the the rye
underneath Blue Note, we saw a

280
00:15:05,880 --> 00:15:08,680
lot more opportunities open up
to us.

281
00:15:09,840 --> 00:15:11,840
So is it, is it the same
distillate just under a new

282
00:15:11,840 --> 00:15:14,000
label or is did you guys kind of
tweak it a bit?

283
00:15:14,120 --> 00:15:16,360
Yeah.
So the the rye you had in the

284
00:15:16,360 --> 00:15:20,320
past, depending on which batch,
and this is where being candid I

285
00:15:20,320 --> 00:15:22,720
think is helpful.
If you had one of the early

286
00:15:22,720 --> 00:15:26,440
batches of the old tall skinny
Riverset bottles, I'm sorry,

287
00:15:26,440 --> 00:15:28,560
some of those were very, very
bad.

288
00:15:29,280 --> 00:15:32,680
Couple were OK, but some of them
really were not.

289
00:15:33,640 --> 00:15:37,960
So yeah, we transitioned
everything for the last few

290
00:15:37,960 --> 00:15:41,120
years, a river set and also
what's gone into Blue Note is

291
00:15:41,120 --> 00:15:44,760
all Green River distillate.
So it's a 95.5 Nashville.

292
00:15:45,040 --> 00:15:48,600
But I think people are blown
away once they taste it.

293
00:15:48,960 --> 00:15:52,600
If they're used to, especially
an Indiana rye, like an MGP rye

294
00:15:52,600 --> 00:15:55,440
base and they taste this, it's
going to be completely

295
00:15:55,440 --> 00:15:57,880
different.
You're going to pick up a whole

296
00:15:57,880 --> 00:16:02,760
lot more fruity bourbon esque
notes than your traditional rice

297
00:16:02,760 --> 00:16:04,960
spice.
Like the spiciness is there, but

298
00:16:04,960 --> 00:16:08,080
those earthy notes and the
grassy notes aren't.

299
00:16:08,920 --> 00:16:12,680
And we found that bartenders
really appreciate the the fact

300
00:16:12,680 --> 00:16:15,080
that, OK, yeah, you're at 93
proof, It's a rye.

301
00:16:15,080 --> 00:16:17,680
So they're already used to
working with something like

302
00:16:17,680 --> 00:16:19,000
that.
But it having those very

303
00:16:19,000 --> 00:16:21,720
different notes allows them to
come up with some really

304
00:16:21,720 --> 00:16:25,080
interesting cocktails that they
they normally wouldn't be able

305
00:16:25,080 --> 00:16:27,640
to.
All right, now I got to ask you

306
00:16:27,720 --> 00:16:29,880
because you're you're leaning
into the cocktail world.

307
00:16:30,800 --> 00:16:32,480
You're making yourself a
Manhattan.

308
00:16:32,680 --> 00:16:34,520
Are you going bourbon or rye?
Rye.

309
00:16:34,920 --> 00:16:36,000
You're going rye.
Yep.

310
00:16:36,280 --> 00:16:39,280
What's your favorite cocktail to
make with this Blue Note Rye?

311
00:16:39,560 --> 00:16:41,720
Whiskey Sour.
Oh nice.

312
00:16:41,880 --> 00:16:43,000
Yep.
Are you?

313
00:16:43,080 --> 00:16:44,760
Are you a egg white guy?
Or no.

314
00:16:44,760 --> 00:16:47,560
Egg white guy, yes.
I knew I liked you.

315
00:16:47,760 --> 00:16:50,320
I knew I liked you.
Very traditional and it is so

316
00:16:50,320 --> 00:16:54,160
hard to find places that will
actually make a whiskey sour

317
00:16:54,160 --> 00:16:57,200
properly there.
There's only a couple in town

318
00:16:57,200 --> 00:17:02,760
and it it's sad when they try to
do their version of a premix and

319
00:17:03,320 --> 00:17:05,280
yeah, it's, it's usually pretty,
pretty awful.

320
00:17:05,640 --> 00:17:07,520
Well, yeah, and then they won't
do the egg white because they're

321
00:17:07,520 --> 00:17:09,079
afraid they're going to get sued
by someone.

322
00:17:09,079 --> 00:17:11,119
You'll see people use aquafaba
sometimes.

323
00:17:11,119 --> 00:17:13,200
But listen, man, it's just not
the same.

324
00:17:14,079 --> 00:17:15,920
It's really not.
You know that you're drinking

325
00:17:16,119 --> 00:17:19,000
chickpea water at the end.
Of the day exactly.

326
00:17:20,040 --> 00:17:23,599
All right, I flew through that
because I'm excited to talk

327
00:17:23,599 --> 00:17:25,880
about your favorite movie.
We're going to transition to

328
00:17:25,880 --> 00:17:27,839
that.
I'll let you get off the the

329
00:17:27,839 --> 00:17:31,080
elevator pitch that you you're
so used to making about blue.

330
00:17:31,080 --> 00:17:33,160
Note once or twice.
We'll get into something that

331
00:17:33,160 --> 00:17:35,520
you've probably never talked
about on a podcast before.

332
00:17:36,000 --> 00:17:38,320
We have not.
I have not cleared your favorite

333
00:17:38,320 --> 00:17:40,400
movie with anybody.
I don't even know what it is

334
00:17:40,400 --> 00:17:41,600
yet.
You're catching me off guard.

335
00:17:41,600 --> 00:17:44,320
So why don't you introduce our
audience to your favorite film,

336
00:17:44,320 --> 00:17:46,600
Logan?
So I think probably my favorite

337
00:17:46,600 --> 00:17:49,160
movie of all time would go back
to Apollo 13.

338
00:17:50,280 --> 00:17:54,120
It's just one that always was
was driven to as a kid.

339
00:17:54,800 --> 00:17:59,160
There's I would say aspirations
of being an astronaut at some

340
00:17:59,160 --> 00:18:02,080
point doing space camp in grade
school.

341
00:18:02,800 --> 00:18:05,440
But whether it's cinematography,
music, all of it pulled

342
00:18:05,440 --> 00:18:08,000
together.
And then I think Tom Hanks still

343
00:18:08,000 --> 00:18:10,520
didn't get an award from Apollo
13.

344
00:18:11,880 --> 00:18:16,400
He he released Apollo 13 and the
first Toy Story in the same year

345
00:18:16,840 --> 00:18:19,080
and my guy got no recognition
for it.

346
00:18:19,360 --> 00:18:21,920
Yeah.
We reviewed Apollo 13 on the

347
00:18:21,920 --> 00:18:25,120
show a few seasons back, and I'm
so glad you brought it up

348
00:18:25,120 --> 00:18:27,520
because it let me get up on my
soapbox again a little bit.

349
00:18:27,520 --> 00:18:30,920
But I don't think Ron Howard
gets enough credit as a

350
00:18:30,920 --> 00:18:34,240
director.
And and listen, to be fair, like

351
00:18:34,240 --> 00:18:37,200
he's made some stinkers.
Like, no, no one's denying that.

352
00:18:37,680 --> 00:18:41,400
But you watch a movie like
Apollo 13, and it's the kind of

353
00:18:41,400 --> 00:18:44,560
directing and movie making that
doesn't call attention to itself

354
00:18:44,560 --> 00:18:46,880
at all.
But it is so tightly

355
00:18:46,880 --> 00:18:49,640
constructed, the script is so
good, and it's just like,

356
00:18:49,640 --> 00:18:52,640
there's no fad on that thing.
It's a perfect movie.

357
00:18:52,880 --> 00:18:57,280
Yeah, yeah, I agree.
It's it makes me want to go back

358
00:18:57,280 --> 00:18:59,560
and watch me and I remember when
they finally re released it in

359
00:18:59,560 --> 00:19:02,480
the IMAX version.
Did you go see it?

360
00:19:03,240 --> 00:19:07,680
Yes.
They did the same thing.

361
00:19:07,680 --> 00:19:11,320
One of my favorite movies is ET.
Like I just, I love ET so much

362
00:19:11,320 --> 00:19:14,080
and they released that in IMAX a
couple years ago for like the

363
00:19:14,080 --> 00:19:17,240
40th anniversary.
And listen, as the world's

364
00:19:17,240 --> 00:19:20,320
biggest ET guy, there's no
reason for that movie to be in

365
00:19:20,320 --> 00:19:21,920
IMAX.
But you better believe that I

366
00:19:21,920 --> 00:19:25,880
paid $18.00 or whatever it was
to go sit front and Center for

367
00:19:25,880 --> 00:19:26,840
it.
What was it?

368
00:19:26,840 --> 00:19:30,760
ET is where they had to edit out
all of the guns and replace them

369
00:19:30,760 --> 00:19:32,520
with walkie talkies.
Yeah.

370
00:19:32,760 --> 00:19:35,200
And then and then they got so
much backlash that they put the

371
00:19:35,200 --> 00:19:36,480
guns back in.
Oh, yeah.

372
00:19:38,560 --> 00:19:40,920
All right, let's, let's keep
talking Apollo 13, though

373
00:19:41,280 --> 00:19:43,160
obviously you've got the famous
line.

374
00:19:43,200 --> 00:19:44,560
You know, Houston, we have a
problem.

375
00:19:46,080 --> 00:19:49,400
Aside from that, favorite
scenes, favorite moments in the

376
00:19:49,400 --> 00:19:51,080
movie.
You know, I'm sure that if it's

377
00:19:51,080 --> 00:19:54,240
your favorite movie, you have to
have watched it 1015 times at

378
00:19:54,240 --> 00:19:55,400
this point.
Yeah.

379
00:19:55,840 --> 00:19:59,320
I mean, I, I think that that the
big one is obviously at the end

380
00:19:59,320 --> 00:20:00,840
where they're waiting for re
entry.

381
00:20:01,320 --> 00:20:03,760
And it's just the waiting, the
waiting, the waiting, like

382
00:20:04,240 --> 00:20:08,400
people going in, they know that
they all survive, but it's still

383
00:20:08,400 --> 00:20:11,760
just that how long it really
was.

384
00:20:12,480 --> 00:20:17,280
I don't think people realized
how long of an overshoot it was

385
00:20:17,280 --> 00:20:21,680
on that re entry window.
I mean, it's there's, there's

386
00:20:21,680 --> 00:20:26,160
always the the small scenes too
where where his son is I think

387
00:20:26,160 --> 00:20:32,600
in in his bedroom and he's like
in the little like space blanket

388
00:20:32,600 --> 00:20:36,240
above and trying to explain like
what happened with the door.

389
00:20:37,440 --> 00:20:41,600
It's like, okay, Yep.
Listen, once you have kids too,

390
00:20:41,600 --> 00:20:44,480
you know, that scene is, is
almost played for laughs because

391
00:20:44,680 --> 00:20:47,400
when she goes in to tell the kid
there's been a problem on

392
00:20:47,400 --> 00:20:48,880
daddy's spaceship, something
broke.

393
00:20:49,040 --> 00:20:50,520
And then he says, was it the
door?

394
00:20:51,000 --> 00:20:54,440
It's it's a punch line.
But now that I'm a parent too, I

395
00:20:54,440 --> 00:20:56,880
I watch that scene and I'm like
in immediate tears, dude.

396
00:20:56,880 --> 00:20:59,320
Like it, it, it gets you.
Yeah.

397
00:21:00,640 --> 00:21:03,480
We do a thing on every episode.
When we review a movie.

398
00:21:03,480 --> 00:21:06,520
At the end we we have a segment
called Let's make it a Double

399
00:21:06,920 --> 00:21:10,880
and we pick a movie to pair up
with the movie of the day to

400
00:21:10,880 --> 00:21:12,440
make a double feature.
OK.

401
00:21:12,920 --> 00:21:15,880
I've never done this with a
guest before, but I love Apollo

402
00:21:15,880 --> 00:21:18,080
13 so much that I want people to
go see it.

403
00:21:18,280 --> 00:21:22,080
You had to pick a second movie
to just do like a four hour

404
00:21:22,080 --> 00:21:24,240
movie marathon with.
What'd you do it with?

405
00:21:24,680 --> 00:21:30,560
American gangster.
Explain yourself What?

406
00:21:32,680 --> 00:21:35,720
I don't really know if there's
an explanation behind that one.

407
00:21:38,160 --> 00:21:41,640
I think, well, what's weird is
it's it's a really interesting

408
00:21:41,640 --> 00:21:45,360
take on marketing fundamentals.
I can think about it.

409
00:21:45,560 --> 00:21:47,960
It's an identical product.
He's trying to sell an identical

410
00:21:47,960 --> 00:21:49,640
product.
You call it Blue Magic and it's

411
00:21:49,640 --> 00:21:52,320
ultimately worth more and it's
like it.

412
00:21:52,320 --> 00:21:55,400
It's kind of some interesting
stuff like that, but it's also

413
00:21:56,240 --> 00:22:02,680
so much, I think intriguing
about that movie that like the

414
00:22:02,680 --> 00:22:06,680
fact that you can have so much
criminal activity, but nobody

415
00:22:06,680 --> 00:22:09,320
looks at the guy in the really
nice penthouse.

416
00:22:09,320 --> 00:22:13,160
Like that type of just scenario.
I think it's just a different

417
00:22:13,160 --> 00:22:18,080
take on crime movies than what
most people are used to that I

418
00:22:18,080 --> 00:22:20,320
just found like so many
different aspects of that really

419
00:22:20,320 --> 00:22:22,360
cool.
I was going to say this about

420
00:22:22,360 --> 00:22:24,920
Apollo 13, but it's true about
American Gangster too.

421
00:22:25,640 --> 00:22:29,080
The older I get, the more I
realize that it's like this in

422
00:22:29,080 --> 00:22:31,480
the NBA or wherever you're
looking as well.

423
00:22:31,480 --> 00:22:33,880
But you know, your superstars
are always going to carry the

424
00:22:33,880 --> 00:22:36,200
day.
But it's your bench players that

425
00:22:36,200 --> 00:22:38,160
really make a championship team,
you know?

426
00:22:38,160 --> 00:22:42,520
And in Apollo 13, when you get
down even past the Ed Harris's

427
00:22:42,520 --> 00:22:45,880
of the world, you don't realize
how good you, we had it when

428
00:22:45,880 --> 00:22:47,760
Bill Paxton was still around,
you know?

429
00:22:47,760 --> 00:22:49,840
And it's the same thing with
American Gangster.

430
00:22:49,840 --> 00:22:52,680
You've got, I forget all the
time that Josh Brolin is in that

431
00:22:52,680 --> 00:22:54,800
movie.
Idris Elba's in it for a little

432
00:22:54,800 --> 00:22:56,520
bit until Denzel shoots him in
the head.

433
00:22:56,520 --> 00:23:00,520
You know, it's just talk about
really stacked casts and I think

434
00:23:00,520 --> 00:23:03,920
movies like that.
You even had TI the rapper in

435
00:23:03,920 --> 00:23:04,160
it.
Yeah.

436
00:23:05,840 --> 00:23:11,480
You certainly did man.
If I'm going to make Apollo 13 a

437
00:23:11,480 --> 00:23:14,640
double with anything, they came
out with a documentary a few

438
00:23:14,640 --> 00:23:22,240
years ago called Apollo 11 where
they had fixed 70mm cameras to

439
00:23:22,240 --> 00:23:27,440
the hull of the actual Apollo 11
when it happened and NASA held

440
00:23:27,440 --> 00:23:31,200
the footage for 50 years and
then they released it as a

441
00:23:31,200 --> 00:23:34,400
documentary and they restored
all the footage and it is.

442
00:23:34,400 --> 00:23:36,560
It was freaking mind blowing,
dude.

443
00:23:37,160 --> 00:23:40,440
I went to see it the same night
that I saw Avengers end game and

444
00:23:40,440 --> 00:23:42,600
I walked out of end game and I
was like, that wasn't as good as

445
00:23:42,600 --> 00:23:44,720
Apollo 11.
It was really good.

446
00:23:44,840 --> 00:23:47,200
Have you seen it yet?
No, I haven't I I definitely

447
00:23:47,200 --> 00:23:49,400
need to watch that one.
Oh yeah, it's a it's a good one,

448
00:23:49,400 --> 00:23:50,840
man.
I assume you've seen Fly Me to

449
00:23:50,840 --> 00:23:53,720
the Moon?
I I did see fly me to the moon.

450
00:23:53,880 --> 00:23:56,040
Unfortunately that one didn't
quite work for me.

451
00:23:57,360 --> 00:24:02,120
Similar story though, yeah.
All right, Logan, before we let

452
00:24:02,120 --> 00:24:04,360
you go today, tell us what's
next for Blue Note.

453
00:24:04,360 --> 00:24:08,080
What exciting developments do
you guys have on hand for 2025?

454
00:24:08,320 --> 00:24:10,680
Yep, so.
For for those that aren't

455
00:24:10,680 --> 00:24:13,080
familiar or weren't lucky
enough, we'll have larger

456
00:24:13,080 --> 00:24:17,320
releases of the Blue Note Honey
Rye, honey bourbon this year.

457
00:24:17,320 --> 00:24:19,760
So hopefully people can actually
get their hands on it.

458
00:24:20,480 --> 00:24:23,480
We've got additional release of
our limited time offering

459
00:24:23,480 --> 00:24:27,400
special reserve that's starting
to hit markets now and that's

460
00:24:27,400 --> 00:24:31,160
sort of a a crazy R&D experiment
that makes it to market of a

461
00:24:31,160 --> 00:24:34,120
bunch of different things
blended together that that comes

462
00:24:34,120 --> 00:24:36,640
out to be interesting and
different each year.

463
00:24:37,360 --> 00:24:41,240
We should have some cast drink
versions of Crossroads available

464
00:24:41,520 --> 00:24:44,680
at some time in the market.
But then for us it's, it's

465
00:24:44,680 --> 00:24:47,760
really focusing on the, the
challenges that are getting

466
00:24:47,760 --> 00:24:51,240
thrown away right now.
Like it's, it's no surprise that

467
00:24:51,400 --> 00:24:54,680
whiskey alcohol consumption as a
whole is not what it was

468
00:24:54,680 --> 00:24:56,840
compared to two years ago.
And I think anybody that thought

469
00:24:56,840 --> 00:24:58,880
it was going to be was
misguided.

470
00:24:59,520 --> 00:25:03,720
But it's just adjusting to those
realities, really focusing on,

471
00:25:03,720 --> 00:25:06,280
on our sales team, focusing on
the right markets.

472
00:25:06,920 --> 00:25:09,680
And for, for us, we're, we're
lucky enough that we've got a

473
00:25:09,680 --> 00:25:14,120
lot of room to grow and our
price points were ones that

474
00:25:14,120 --> 00:25:17,880
consumers weren't turned off by
not having that value in the

475
00:25:17,880 --> 00:25:19,840
bottle.
And I think we're we're starting

476
00:25:19,840 --> 00:25:23,920
to take advantage of that and
really going to continue to play

477
00:25:23,920 --> 00:25:26,600
on that, providing super high
quality product and available

478
00:25:26,600 --> 00:25:28,720
price point to consumers across
the board.

479
00:25:29,440 --> 00:25:31,640
Yeah, when I look at Blue Note,
I'm I'm really encouraged, man.

480
00:25:31,640 --> 00:25:33,600
I mean, I think you guys are
doing it right when it comes to

481
00:25:33,600 --> 00:25:36,120
price point.
And that's a huge thing just on

482
00:25:36,120 --> 00:25:38,880
it's on itself.
But in addition to that, you

483
00:25:38,880 --> 00:25:41,040
said something a while back that
was really encouraging to me

484
00:25:41,040 --> 00:25:44,680
about the ability to batch
according to scale or according

485
00:25:44,680 --> 00:25:47,120
to demand.
And I think what we've seen so

486
00:25:47,120 --> 00:25:50,200
often and then kind of
disappointingly is these

487
00:25:50,200 --> 00:25:53,280
companies come out and kind of
overshoot and, and think that

488
00:25:53,280 --> 00:25:57,000
they're going to become a player
in the industry by overproducing

489
00:25:57,000 --> 00:25:58,360
and they extend themselves too
much.

490
00:25:58,360 --> 00:26:01,200
And now we're seeing, you know,
it's just today we had the the

491
00:26:01,200 --> 00:26:03,560
Brown Foreman Cooperage
announced it's it's closing.

492
00:26:03,920 --> 00:26:07,360
The industry is going to get hit
in these coming years and it's

493
00:26:07,360 --> 00:26:11,200
going to take some really
creative and frankly inventive

494
00:26:11,360 --> 00:26:14,240
ways of getting around some of
these things in the industry.

495
00:26:14,440 --> 00:26:16,480
And it seems like you guys have
positioned yourselves well for

496
00:26:16,480 --> 00:26:17,280
that.
Yeah.

497
00:26:17,520 --> 00:26:21,280
And and I think one of the
things too is it's what is the

498
00:26:21,280 --> 00:26:24,200
data actually telling us?
Because if you look at the

499
00:26:24,200 --> 00:26:28,120
pandemic, OK, was consumption
actually as high as it was?

500
00:26:28,640 --> 00:26:32,320
Some people it was.
Others it was purchasing was

501
00:26:32,320 --> 00:26:36,480
extremely high.
And that's where I'm not so sure

502
00:26:36,480 --> 00:26:39,440
that the negative news is as bad
as people think it is.

503
00:26:39,800 --> 00:26:44,440
Like, obviously purchasing is
down, but it's reverting to, I

504
00:26:44,440 --> 00:26:47,840
think a whole lot more normal
and healthier level.

505
00:26:48,240 --> 00:26:52,800
And if consumption isn't down
anywhere near as they think it

506
00:26:52,800 --> 00:26:55,280
is, I think it will level off
sooner than later.

507
00:26:55,960 --> 00:26:59,240
But I think so much of it is
there was literally just years

508
00:26:59,240 --> 00:27:03,880
to decades of product purchased
in a 2 year period.

509
00:27:04,400 --> 00:27:08,280
And to think that that was going
to somehow never show up in the

510
00:27:08,280 --> 00:27:11,760
industry, I think was really
short sighted.

511
00:27:12,760 --> 00:27:16,160
And and I think that's too where
us being a product that's

512
00:27:16,160 --> 00:27:20,840
actually consumed versus set on
a back shelf, we haven't had

513
00:27:20,840 --> 00:27:23,880
those same sort of negative
impacts that some brands really

514
00:27:23,880 --> 00:27:27,360
have experienced.
And it's it's not by luck.

515
00:27:27,360 --> 00:27:31,080
There were a lot of very hard
and costly decisions made on our

516
00:27:31,080 --> 00:27:34,320
side to have a price point of a
early stage company.

517
00:27:34,320 --> 00:27:38,160
There's literally millions of
dollars lost on an annual basis

518
00:27:38,160 --> 00:27:42,040
to support that to consumers.
But it's a decision we made for

519
00:27:42,040 --> 00:27:44,600
the long run.
And yeah, it would have been

520
00:27:44,600 --> 00:27:47,880
easy to sell a three-year old
product for $100 a bottle during

521
00:27:47,880 --> 00:27:49,320
the pandemic.
People were buying it.

522
00:27:49,800 --> 00:27:51,800
But those days don't exist
anymore.

523
00:27:52,720 --> 00:27:56,440
And I think long run, we'll,
we'll adapt the market, we'll

524
00:27:56,440 --> 00:27:58,200
adapt and we'll get through
this.

525
00:27:58,200 --> 00:28:01,240
But yeah, it's going to be some
interesting, challenging times

526
00:28:01,240 --> 00:28:04,120
for the next couple of years.
Logan, I can see now why you

527
00:28:04,120 --> 00:28:08,600
picked Apollo 13 as your movie,
a movie about NASA scientists

528
00:28:08,600 --> 00:28:11,640
doing as much as they can with
limited resources.

529
00:28:11,960 --> 00:28:14,600
It absolutely fits the theme of
our talk today.

530
00:28:14,920 --> 00:28:16,760
Man.
I'm I'm so glad you came on with

531
00:28:16,760 --> 00:28:18,920
us today, Logan.
Well, thank you so much, man.

532
00:28:19,280 --> 00:28:20,760
I appreciate.
It thank you for having me.

533
00:28:21,120 --> 00:28:23,800
We'll be back on Tuesday with
another regularly scheduled

534
00:28:23,800 --> 00:28:27,440
episode, but in until then, I'm
Bob Book and we'll see you next

535
00:28:27,440 --> 00:28:27,720
time.