EYL #348: How Dre London Discovered Post Malone & Built a Multi-Million Dollar Tequila Empire

39:35It's like the most thankless job. It's the most thankless job in the music business because no one comes and tells you thank you, man. No one says, thank you great manager thank you like you've been a great manager thank you very much it's just a thankless job that you don't really get thanked for but you work your fucking butt off non-stop for it's like it's something that like I said man being a manager is how Don Laundrez and how I started my own brand from making all these brands big I remember this guy wasn't even 25 yet and I I was in a meeting, in a board meeting with Bud Light and Anheuser-Busch.

40:12And I'm telling them, this guy's been drinking Bud Light since before he was meant to drink Bud Light. And I'm like, one day he's going to have his face on the can. They looked at me and all laughed. Two, three, four years later, he had his face on the can of a Bud Light. Super Bowl commercial. Yeah, Super Bowl commercials, this, that. I saw all of that before. You have to be a visionary to be a manager. I saw stadiums. I saw so much. like you said it's a it's an all round job that is a thankless job but at the same time when it pops off it can really work but this is like a piece of advice like make sure as a manager you have your paperwork make sure you get in your shavings because it's like a barber I used to tell everybody like I'm like a barber I'm just here collecting the shavings they make all the big money you're just here collecting the shavings and if you make the artist big enough your shavings get bigger do you know what I'm saying yeah And another piece of advice for managers out there, and I couldn't tell this on any other platform better than Earn Your Leisure, make sure that you got your sunset, man.

41:16Make sure if you don't know what the sunset is, all managers out there that's running around with artists, all managers that are doing what they're doing or believe in something, make sure your paperwork's correct and make sure you're looking at that sunset, man. And if you don't know what it is, I gave you something to go Google today. Go look up and make sure you got that sunset, bro, because that sunset is everything. Sunset as far as the exit when you're leaving? Sunset clause. What's the sunset clause? The sunset clause is in the paperwork. Like, suppose the artist gets so big and so huge, and then what happens today when people get in people's ears or this person's whispering, that person's whispering, or whatever happens, you just put in all that work and you just walk away like a dog with his tail between his legs?

42:01No. Make sure that you got that sunset clause in your contracts. All of you out there, it's very important because it's the only thing that you have will give you a leg to stand on in the future and show your hard work. So that lets you still get paid after you leave? Correct. After you leave? Correct. For like a certain amount of time? Correct. Whatever you had in the contract, correct. Wow. So that's good information. I'm looking at this, right? Never told anyone that before. And I can't believe I even just said that. Don't worry. And over there, it's like, wow, I can't believe he's talking like this.

42:34But this is real. I need to help my brothers and sisters to actually know what you're getting into when you're doing this stuff. Like he said, did people look at me crazy? I made the biggest white artist of today. I remember sitting down with Jimmy Iovine and Post. And he's like, no, Post, not your Dre, my Dre. I'm like sitting there like wow Jimmy Iovine is saying not your Dre my Dre and I'm like hold on I did what Dr. Dre did with Eminem I did the same equivalent okay Eminem might rap but it's the same thing being a black guy and bringing and making the top five white artists in the world like is a huge huge thing because what I look like people saw a lot of people didn't want me in those rooms bro you did something that his Dre well not even his day Dr.

43:23Dre didn't do and that's put out multiple Diamond records yes I think at the time I think he has is he number one for most Diamond singles yeah he's number one right all time Diamond singles Sunflower with Zway Lee was the one the most streamed song of all time that just happened like last month went out the window like I put that deal together with some pictures for Spider-Man yeah because it's called Spider-Verse but to me it was Spider-Man And that was the first time I watched big money. That was the first time, like you Oxford as a manager, dude, that was the first time I got a chance to use the marketing money of a movie to move a record.

44:09What was that like? Like, oh my God. I feel the excitement. like because i i remember walking going to universal and and i think i went to see jody gerson who's the president of universal publishing i went to a meeting in universal and i'm not trying to say i'm this man i'm just a humble guy from london man i walk into a building and the building starts knowing i'm there so people start whispering that i'm in the building and someone calls someone and someone calls someone. And then all of a sudden, before I leave, there's a call on the desk and like, Drake, can you stop by my office on your way down?

44:50Like, I just want to, and I really, really, really messed with this woman. Like, I really, like, she had a great soul, great spirit. And like, I stopped by her office on the way down from me leaving. And she's like, what are you working on? What are you doing? Like, what's going on right now? And like, I remember her telling me that she had a couple of different projects that was in front of her. And even though it was Universal Publishing, there was something from, I don't even think she said Spider-Man. I don't even remember. But like, I remember her telling me something about a movie or something that was going on.

45:27And I remember there was a song that we made just a couple of weeks before. what was mostly mumbles. Mumbling, melody, and Sunflower, I think you're loving me too much. Like, people might not know back home, I'm living out a lot of gems here. I remember the girl in the studio at the time that was with Sway Lee saying, this song's about me. I was looking around like, get out of here. Sway Lee did the hook in the beginning and Post had to finish it by him doing a hook and he took a while because Sway Lee's high note or he didn't find his tone or whatever. And I'll never forget the same night, this girl that used to cause Sway Lee a lot of problems, one of his ex-girls, or just used to be a lot of trouble.

46:15She turned around and said, this song is about me and blah, blah, blah, blah, in the back room. And I was like, no, it's not. But the next day I heard the words and I was like, wow, it was really, that hook was really, had some connection to her and what him had been going through. but I went in the room when I was leaving Universal Publishing and I remember playing it for Dana shout out to Dana I'm going down and I play this record for her and I had to stop after like a minute or a minute couple seconds she's like why did you stop it because the record wasn't even finished it was mumble mumble mumble Poster's part was all like him just mumbling his melody and getting it right, mumbling.

46:56The only thing that was clear was the hook. And I remember texting it to Dana and telling her, do not email no one this record. You have to physically drop it off yourself. You have to physically text the record yourself. And while we gave, I gave that record to the people making Spider-Man before the song was even finished. It was like a crazy moment. And then the movie was being finished. Pulse wasn't finishing his verse. We had a deadline and he's like leaving the studio one day. And he was like, bro, I do it tomorrow. I'm like, it's like, when does it have to be in by? I said yesterday, but it really did have to be in before the day before.

47:43He finished his verse. They was already lining up the song and the music. So they had this record while they were still working on the animation and lining up and finding the right parts for it. That's why I feel like this was such a magical moment because I gave them the cadence of the record while they were still finishing the movie. It came together like a marriage. That's the biggest records, the biggest businesses, the biggest everything in the world is when two forces come together like a marriage. and that was like a marriage that I could have never, ever. Well, the budget's different for it, right?

48:20Because like we grew up in an era, you're probably from that same era if you push a 96 BMW, right? We waited for movies and then the movies had soundtracks, right? So sometimes I remember like even Jay was telling the story how they would put a single on the record but they would put the single on the soundtrack to get double the sales. Yes, yeah. But this is a different era, right? because spider verse i'm not sure that people bought the soundtrack or they just heard that song in the score of the movie and like we got to go download that yes is there a different marketing budget that goes into the new age movie verse like now back then there was more of a bigger marketing budget that they would put towards a movie and i remember the song was at the beginning of the movie right and i remember one of the smartest deals we done was we wanted i don't know how to describe this in the best layman terms but okay we've given you this record but we still want this record on his album and today it's really harder to do that but we was able to pull off a deal where we put the record on spider verse and then we had the record on his album at the same time so we had double marketing money for the same project so by the time a year or whatever had passed or nine months had passed or whatever whatever it was on his next album too so i was able to manage like you said i was able to manage and be smart about how i put across the two marketing budgets for one record made it the biggest record in like you heard like of all time or the biggest record of our generation you could say all time because i've never streaming yeah streaming and double diamond or something like you could go look it up and see how many records have gone double diamond in your history not many or if ever and it just became a monumental moment and like i said that was a part of managing branding sony pictures putting all of these things together so what did you learn from that experience working with them as far as their branding and how they had a market i learned that if you use budgets correctly you could blow up anything in this world.

50:35It doesn't matter what it is. What's the proper way to use a budget? The proper way to use a budget is like a hustler. Skim that, man. Stretch it. Yo, flip it. Put it in the pot. Do whatever you do. Use the budget as best as you can and stretch it as most as you can and make sure you can get to as many avenues as possible. Today they call it content. They call it marketing from the internet, from social media, from this, that. Stretch that budget as far as you can because the more you stretch that budget and the more eyes you can see and the more ears you can get to is the more bigger anything is.

51:15This is not just a song called Sunflower. This goes for everything. This goes for Don Londres, my tequila. This goes for everything you're doing in this world. Stretch the budget, man. And it doesn't matter if you've had investors and this is a whole nother subject because I don't have any big investment. I don't have no institutions that came in on me with Don Laundrez. I wanted to do it myself. I wanted to be able, I looked at people in history like Diddy, 50, all these different Jay-Z, all these different guys that had done huge things in the alcohol space. But at the end of the day, Jay-Z was totally different because I remember him buying into, bought one of the brands.

52:01But like most of them was using our culture. And most of them was using us as a people. And I wanted to not beg for a seat at the table. I wanted to make sure that I was at the table. Like this is my table. I'm not begging for a seat at the table. I'm not, I need to make sure that we have something different for the future. and I wanted something for my kids, kids, kids that I might never ever see. So like I had to build my own brand. So how'd that start as far as the pivot from music to this? Well, I watched us travel the world and like I stopped drinking vodka and I don't know, a long time ago, I stopped drinking vodka and I was like coming across tequila.

52:48I would be awake nonstop. I would never feel a drought or a sloppy moment in my traveling the world and touring tequila was just became my favorite drink this is many years ago when people wasn't even drinking tequila like that 2015 2016 and i never really got a chance and when the world shut down in 2020 it was when i had this epiphany it was like before it was right after i don't know the exact dates it was right around the time george clooney had just sold or whatever like there was no celebrity tequila it was none of these people trying to come out with their own alcohol but i'd seen what we did with alcohol and i said hold on a second like this is the pivot for me you're out partying you're out entertaining people people calling me the curia the the curia for the culture the party guy the guy who brings all these people together and makes all these great things happen and i'm like hold on a second we're drinking someone else's drink like i need to figure out how i'm gonna make my own drink that we can pivot and we can have our own because my grandmother rest in peace my mother always said bless the man that had his own and i wanted my own seat at the table so i made the table if that makes sense i made my own alcohol i started in 2020 when there was the the world was shutting down when the world shut down and i remember people going crazy because we had like five shows and i was trying to finish the tour and we got to like the last fifth or the fourth show and we had to shut down because people was like looking at post crazy and when the world shut down i was that's when i got started that's when i said hold on a second the world is shut down everyone was laughing at me because i was building this house or i had a house that i was building to make my house my office today it might sound normal to you but most people didn't have a house's office back then and I was finishing this house to make an office and then everyone's office shut down.

54:51Then I had all the great nerds, the great geeks, the great all coming to my office and working out of my office because it was a fun place to be and it was a great vibe. And the same time while all this was happening, I bought a 3D printer because I had this vision of a shape of a bottle, but I didn't know how I was going to make the shape of the bottle. And I sat down with one of my geeks at the time, Jacob and was like yo I want it to look like this I want it to look like a vase but I don't want it to be a vase I want it to be monumental I want the bottle to be really special that after you're finished with this bottle you want to do things with it today now this is the same bottle where women make it into a vase they put flowers in it they put a handle on it like this bottle became a monumental thing but while talking about I had the bottle in my head I still had to find the liquid and it i was on this crazy journey where someone uh this guy called track dylan introduced me to this guy that wanted to talk to me and he just wanted to meet me and i had a lot of people that wanted to meet me because of my work and what i'd done in the game and like jean michel this guy came to this party to meet me i was talking about black coffee and this guy had made coffee and this stuff like it didn't even make sense everything that this guy was talking about didn't make no sense to me in the party but he i don't know if he was a partner in a sprinter company he knew the people who own the sprinter company all that was on my mind was leaving from this party and bringing all the girls to tiger's house in palm springs like this guy's trying to talk priorities man priorities yeah yeah no but but it's crazy because this guy john michelle drove us in the sprinter and i could tell he wasn't a sprinter driver bro I just knew, I don't know whether he was a partner, as I said, in the Sprinter company or what he was doing, but he wanted time with me.

56:45And his time with me was driving out to Palm Springs. We had to drive two hours to Palm Springs or just outside Palm Springs, Indio, to a house that Tiger had where I had like people going and partying. But by the time we got there, it was so late, like everyone wanted to fall asleep. Never really told this story like it is. I wake up the next morning. I said the guy, there was like a more than enough space. The guy could have slept in the truck. And I remember E telling me, Dre, what are you doing, man? Just make the guy sleep on the couch. Like, what are you doing? And I woke up at like one o 'clock in the afternoon.

57:22I remember Tiger walking towards me and he had this look on his face. He was like, bro, this guy, this driver, he's got to go. I was like, what are you talking about? This driver's got to go. He was in the pool. and he was in the pool and his boxer shorts and then some of this other girl, like, it was kind of crazy. The same girl who braided Post Malone's hair. This is years ahead. Years, like we've been in front for years. She's like, yeah, and he's smoking my weed and this, this, I was like, bro, you got to go. You got to get out here. This is not your house. Like, what are you doing, bro? You can't just wake up in someone's house and think that you could just be going in their pool and your boxer shorts smoking weed, this, this, that.

58:03like he saw me flip out he left i only found out the rest of the story two years later when i saw him again two years later he left stopped to the bmw racetrack and heard a post malone song i was like wow this is meant to be monday morning just saturday we went there saturday night the next day sunday monday morning i had to get all these people back home back to la i was like wow this is gonna cost me some uber money because i'm gonna have to call two ubers vans this that to get everybody back like i said i was the curia the vibe curia having to have to get everyone back to civilization bro the guy came back for me the guy the same guy that i cursed out on the saturday early sunday morning came back for me the next day he drove back two hours and apologized and said no you was right this this that on the way back driving in the sprinter he's telling me i I have this, I have that going on.

58:59I know this person. What about this? What about that? And he goes, oh, and my best friend I grew up was the lawyer for the Don Julio family. I said, what are you talking about? He's like, talk to him right now. So I started talking to this guy on the phone. And this is where I'm telling you this whole long story, guys, is because every path you lead down might not take you to where you think you need it to go. but just be nice and follow through and keep believing and something will come of it. This guy introduced me to the lawyer from the Don Julio family. And the lawyer, then, I don't think it was like five days, bro.

59:45Three days later or something like that. Five days, less than five days, man. I was on a plane going to Mexico. For tequila. To go and look at my, to go and find the liquid for my tequila. so you partnered with don julio i didn't partner with don julio okay so i partnered with a guy called francisco gonzalez and he's probably going to be mad at me because i never talk about this i never say these kind of things i never say in public but like francisco gonzalez was the first premium maker of tequila his father made don julio he made 1942 for his father before his father passed away to celebrate the first year his father was on the agave field it was 1942 his father his father just had a stroke and he wanted to honor his father's birthday after his father got well after the stroke and got back and he made 1942 I didn't know none of this history I didn't know none of this story I just knew that the guy that was driving in the sprinter was introduced me to a liquor lawyer the liquor lawyer was introducing me to this family and before you knew it i felt like it was a movie out of scarface or salsa or something this guy with a the big cowboy looking mexican hat was opening this big door i was driving into this great distillery and that happened to be Francisco Gonzalez who was the first premium maker of tequila or no the first yeah you have to say he made the first premium tequila and I went in there and I looked at the history I saw this I saw that I saw all this different stuff and we hit it off right away but it didn't just happen like that I had to keep going back for a year bro do you know what happened in that year while I was going back and forth just to get the LOI to be able to even make my own tequila this guy didn't just say oh yo go like you know I'll do it with you you had a black guy talking to a Mexican guy during the times of um George Floyd it was like all around that time the world shut down all these crazy things was happening the George Floyd thing was happening and you have me in Mexico talk with a Mexican guy about why my passion and why it's important for this, for us to come together to make this drink and he said it after a year, he said I didn't find in a Forbes article, we sat down and we did an article and Forbes came, took pictures, this, that and he said, I had to do with this guy.

1:02:24I've never seen anyone as passionate as this guy. I've never come across anyone who really like deserved it. So Don Londres, was their first since original since since their drink was is the first alcohol pure no added caca pure tequila that we made smooth i made it for women first that was the main thing i wanted to do because of not just because of the shape of the bottle i wanted to look at a piece in the market that didn't really exist no one was making tequila for women people thought of tequila were taking shots and women would scrunch their nose and their makeup would get effed up i was like i want to make something for women because what the women like the men love and that was the story of how i went down the road i started watching celebrities come out with tequila francisco gonzalez made me go through a whole train of making me learn how tequila was made watching it from agave to the oven to this to that i had to go through the whole journey of while all this is going on celebrities are now starting to make tequila i had to start posting on social media like my journey because then it would look like i was bandwagon and people started seeing like hold on this guy was on this journey since 2020 2021 making his own tequila and 23 it came out and everyone was like wow this and i'm not just saying this people are like everyone that tastes it one tastes is all it takes they taste it they're like wow this is incredible shout out to terence like terence jay my brother that's how you guys tried it first this is true i want this to be bigger than me this is bigger than us the story of jack daniels it was a runaway slave and a runaway orphan came together and made a drink called jack daniels this is around today this drink's probably a hundred years old before uh prohibition this that like jack daniels was made that's what i'm doing that's what made me want to cross from entertainment music using and leveraging the scene shout out to michael rapino from live nation who's helped me leverage and do all just one of the people a lot of people have but leverage the the two together because there ain't no party without alcohol.

1:04:53And there isn't alcohol without party, if that makes sense. That's interesting. Because Michael Rapinoe, obviously CEO of Live Nation. How are they putting this in the venues that he has? How does that partnership work? So when we was going on tours, he let me test it. I told him like, my brother, I'm doing something crazy. And he told me when he sat down and he thought Jay-Z was crazy for buying the champagne and buying Ace of Spades or Doucet. And he was telling me the whole story when he sat down with Jay-Z and thought that Jay-Z was crazy. And the same time we was having this conversation, Jay-Z just got acquired or LVMH or something, just bought into it.

1:05:35And he was like, I don't think you're crazy, Dre. And whatever you're doing, you know, I always backed you. We, me and him and Colin Lewis, shout out to Colin Lewis, our business started off with a handshake. I never signed no contract. They trusted me and respected me and loved everything I was doing from the music game. And I bought them an artist that made them millions and millions of dollars. But it was all of a handshake. We never signed a contract. We never had any paperwork. So my loyalty to them, he then helped me with the same loyalty. I told him every venue you guys own, any venue we tour, I need to bring this there.

1:06:14I need to make sure that we have a tasting. We have this, we have that. And I started like that, leveraging it like that. The first tour was 2022 when I started doing just tastings. Then by 23, I had in all their amphitheaters. And he helped me to like just leverage it into more places in the beginning. And I never forget where I'm coming from and I respect him. And that was my bridging of the gap. That's when I was like, ding, hold on a minute. you use everything you have for music and entertainment. Every person you know, every person you've ever met needs to try your drink. And as soon as they try it, they're going to love it.

1:06:55You wake up in the morning with no hangover because there's nothing. In tequila, you're allowed to add stuff to it. I think it's 2%. Most of these drinks, most of these drinks are getting in trouble today. I don't know if you know, I'm not going to shout them out because they don't deserve it. but there's a lot of people getting in trouble because it's not even 100 % agave. How involved in the process are you? Because I'm thinking about we've had people who've been in the spirits industry getting it distributed, having licenses in each state, and then labeling it, right? Because premium tequila needs to be placed in a certain spot.

1:07:31Correct. How involved in the process are you? I've been so involved in the process that from start to finish to every day eating sleeping like i've been in every process to getting the licenses to going through the interviews to being able to import it into the country to going over to my hometown england and going through the same licenses and going through the same questioning and getting it to like i'm so involved in the process it's unbelievable it's like i'm now i thank god above that I'm now like, it's growing to where we've built a hype on it in the States that now people want it in other places.

1:08:09We just gone into Canada now after many years. Now finally it's in Toronto, it's in the UK. I'm now talking to certain distributors and a few big people almost gave one away in Dubai and the UAE. I'm talking to Africa because this is us. As soon as people find out, like, hold on, this is genuine and this is coming from a guy that looks like us. They want to support it. And it's just crazy because I'm walking into rooms. You're saying how involved am I? I'm walking into rooms where no one looks like me. I'm going into GSMs, general sales meetings, with a whole room full of people where you might find one Spanish guy, maybe, and one black guy.

1:08:53Or the black guy's light-skinned. He ain't even black. I'm not saying he's not black. Don't take that the wrong way. he might not be fully black but he might be half black half white whatever I'm walking into rooms where no one looks like me and they're like okay entertain me tell us about this like and I have to go in there and sell it the first thing I do when I walk in the room is I tell them guys you're probably not gonna see someone that looks like me for the rest of the day or you're not probably gonna come across someone that looks like me that's about to sell you I'll cope they start laughing it breaks the ice and then I start going into the story of how I made don laundress but there's no one that looks like us in this business i'm so hands-on that i walk in the room and i told him tell me the last time you guys saw george clooney in here do you ever see george clooney selling his alcohol no i'm here on the ground looking at you all in your eyes looking at you right here because i'm believing i'm not just a founder i'm every single thing to do with this and i'm not going to stop until i get that that joint like now i have companies trying to get involved, trying to invest, trying to once, I wouldn't say a buyout, but like now I've made so much noise, people are now inquiring about it.

1:10:04And I don't think I would ever sell more than 51 % because I'm not here to just sell out. I want this to be something for our next generations. I want to be the Jack Daniels in a hundred years where I'm maybe that face on the mantelpiece where my great, great grandkids or my great grandkids are looking and they're like wondering the people asking them how are you guys living so good and they point at the picture on top of the fireplace so i'm just a picture on the wall but that's why i'm doing it this is all about legacy we need to do things for our legacy we need to do things beyond just thinking it's some hip-hop or some music or we're better than that we could do so much to leave a legacy and to teach the kids of tomorrow what we're learning today because today like you said earlier we have the information bro we have the info that we my grandma when she came from jamaica to london after the world war ii my granddad they were sweeping streets cleaning up being bus drivers this that then my mom being the second generation they didn't have the information they were told to go to school learn your books and uh get a good job that's it but today we have the information you have your earn your leisure you have all these things today where you could go on the platform and learn more for what we need we need these tools we need the information the only thing that's stopping us from being billionaires or being more and more millionaires out here is the one word information and i started getting the information and that was one of the things among other things i'm doing like like you said i i don't want to say i've lost count i don't know if i have 12 14 15 properties like i don't talk about it enough but like i've been building buildings and building houses for a long time.

1:11:52Shout out to what you guys are doing in Africa. Oh my God. Like that shit hit my soul. You're building communities. I'm building one in Quineas, just outside of Atlanta, Georgia. Like I'm building the first solar gated community in Georgia, 40 minutes out of Atlanta in a place called Quineas where I have 24 acres and I'm building 24 homes. Solar gated community, the first ever in Georgia like we have to do things tomorrow today if that makes sense you're doing it today for the people for tomorrow to learn and see like from that to I have my first movie that I shot during the strike when everyone was striking I don't know if there's something something about me when the chips against the war or the things are down I find a hole but I always wanted to shoot a movie and now the movie's about to go into festivals and this and that the movie's called 86 it's coming out i'd say next year but i'm putting it into festivals first this this that dre vision studios like i'm just an entrepreneur who won't stop and can't stop and you know who said that i won't stop shout out to him too my brother so right now what's the primary focus for you right now?

1:13:16Real estate, liquor, music? Still have one foot in the music. Shout out to Lil Q. I found this great artist or she found me. How did that relationship end with you and Post? Did it just end over the course of time? Because that usually always happens. Managers, they don't last. Everyone says that, man. And it's so true. People talk about it like it's anomaly, like it's just a normal thing. Like, yo, so Post, Like you guys just know me and post never had a falling out. But like you just said, after the course of time, by 10, 11 years, people start getting in people's ears. People this, this, that.

1:13:56Oh, he has his own tequila now. Oh, he does this. He's doing that. Do you still need him? Blah, blah, blah. Like, I think when post started ring off into country. I was building my doing my thing at the same time and I don't know if you've seen the country rooms but it's the same thing like when you walk in with alcohol I don't know if you've seen the country rooms but whether you like it or not people are looking at me like who's this guy in this room and like I have so much love for him and we built something so special together and he'll always be my brother but like like you said after a certain amount of years people start getting in people's ears people start doing this you start doing that and you I wouldn't say you grow apart because we didn't grow apart I just guess that people's like oh he's concentrating on all these other things and less of you but that's not true I still had a lot of concentration on him but at the same time I gotta build my legacy too what happened to us like I can't be this glorified babysitter for the rest of my life like you said people come and tell me like wow you did over 10 years you're lucky i'm like i'm lucky that's like a normal thing in the business like you said you just start to grow and i don't know like maybe dre london started becoming more dre london and some people didn't like it and some people got in his ears and started talking in a certain way and he started listening one day i got tired of shielding people off and protecting i was just like no this is uh this is the way that's a chapter it was the chapter before and now this is the new chapter and i have to keep going thank god i had my own stuff going on but like i had to keep building the dre london chapter and the don londres chapter and the properties the this the that like you said what am i concentrating on now my biggest focus has to be this because this is a full-time thing you don't understand the alcohol business until you're in it how many shops just look how many stores sell alcohol in New York.

1:16:03Look how many restaurants there are. New York on its own is just an island. And thank God we're now available in Costco's in New York and New Jersey. We're available in so many places. But I had to wait to even get this to New York because you're dealing with, this is like a country in itself to even be able to move alcohol, if that makes sense. Like every state is different. Every country is different. And you have to bend to the rules, bend to the culture. you have to make it what you can so this became one of the full-time jobs then having properties and permits and this and that that became another like so I would say between this the properties and now having like this great artist from Memphis that's incredible still have one foot in the game of course it's what built me and now I've started developing her and now she's growing and like people are starting to see her and like it's really great i'm really grateful for it but like i got my eyes on the prize and it's hard because i wake up every day with things on my shoulders but you gotta go it's not concentrate on one you gotta concentrate on all and you can't do too much but they say seven streams of income is that what it is like you need to make seven streams of income before you could really say you've done it so i'm just concentrating on my three to five three to five yeah what would be success i know we were talking before we started about year over year sales and in the spirits industry it's always by cases how many cases you move a year yes we've heard large numbers a million cases obviously you guys are still in the infant stages four or five years old what would be how do you measure success at this stage four or five years old since we've been on sale and maybe 18 19 months since we like we're approaching the second year of just being on sale and like i'm grateful after 18 months he sold 10 000 or more cases wow which is crazy to know i've not spent million dollars on on multi-million on advertising i don't have these big billboards like all these companies diageo bacardi all these big companies like i'm I'm in a game where I'm being disruptive like one of my guys has this gala this awards thing that he does every year in the UK and he hit my brother Blade shout out to Posty funny his name is Posty shout out to Posty he hit him one year and was like I told him that we was gonna have all their drinks and you know LVMH sponsor us every year and I told him that I was going to have Don Laundrie's tequila and LVMH went to him and said oh my god okay we was giving you 120 ,000 we don't want we can't have another luxury brand on premise next to our brand we're not paying you 150 instead of 120 just to have our tequila at your event that was another turning point you know like you said rockstar this that that was another turning point I'm like wow LVMH, Diageo, all these people, they know what Don Laundrez is right now.

1:19:21I'm disrupting, being disruptive. And now it's not a get down or lay down, but like, come and talk to me. Like, we are the culture. I'm now being disruptive and I'm being in places. I cannot match their budget, but you can't match me on the streets with this culture. And we are the party. We are the vibe. and people are now starting to like shed away from the caca and they want the pureness so it's really helped that's why we're going we are over 10 000 cases over 2 million in sales like we've done really well for me just doing things like this and talking to you guys about my career and what i've done and plugging what i'm doing and hundreds of thousands of people watch it they believe the story they see it they can see the pureness you cannot sell unpure like when you something is poor and it pure and it has a passion like i do people believe it and then they want to try it and as soon as people taste it it's it's game over well always a pleasure my brother tell them where they could follow you uh the website how to get the bottles and all that my Instagram is at Dre London D-R-E-L-O-N D-O-N and Don Londres you could get it at D-O-N L-O-N D-R-E-S DonLondres.com we have locations bar right there you can also follow Don Londres on Instagram but go to the website and we have every location we sell it if it's not in your location in the States you can put in your zip code find out where it is or get it sent to you if it's not in your state yet you can actually get it delivered to you by the mail in the post and buy it online so there's no excuse not to try it and like i said if we bump into each other or anywhere like i'm gonna sell it because i believe in it and you guys have tried it you could tell me yourself like it's a it's a definitely a party.

1:21:32Smooth, smooth, for sure. Highly recommended. That's the word everyone uses, smooth. Highly recommended. Everyone says, the first words they say is like, wow, this is the smoothest, nice, great tasting tequila I've ever had. Like, it's smooth like, like nothing you've ever tried. If the girls like it, the guys love it. That's what I'm telling you, man. The girls like, the men love. That's how you have it. All right, my brother, appreciate you. Thank you. Thank you guys for rocking with us. We'll see you next week. Peace. Thank you. This is an iHeart Podcast. Guaranteed human.