Ep 003: Harry Schumacher

Harry Schumacher is a fixture in the beer selling industry. He is the founder of the hugely popular news publication, Beer Business Daily. Beyond the knowledge he brings, he is a huge personality and phenomenal storyteller. He started in the beer industry as working in the warehouse, and the worked his way over to managing accounts. He knows our industry inside and out, and the thing he loves most about our industry is the relationships he has made. We have the best people.

Beer people are the best people you will meet.

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I thought I would enter my dad's company which would be a beer distribution. Yes I a big shippers are rich right. We all know that right. And so I thought my dad was rich. So I was like well I'm just going to graduate college as a C student and then go to work for him. Well. You know literally like 10 days before us going to graduate he goes I have great news great news.

I was like what Dad. What. He goes. I'm selling my company. He goes oh and I have bad news to your

My guests for episode number three is Harry Schumacher. Harry and I gathered in his hotel room in San Antonio shortly after the first night of the distributor productivity summit which was hosted by beer business daily. Harry is the founder editor and publisher of beer business daily. And at this point I had to give you a bit of a heads up if you know Harry. This won't be a big surprise to you but he did use a few more f bombs in this interview than I would have liked. I'm sure when you saw that it was the only episode in the podcast list with the big E next to it and Harry's name that you weren't totally surprised. In fact one distributor told me that they would be rushing to listen to this episode first. So now you've been warned. And I'm learning how to be a journalist that doesn't censor content. So here it is in all his wonder. I sell beer presents to you. Harry Schumacher

I am not in the fuel basket. You're Mr. Lebowski. I'm the dude.

Yeah. Tell you what you can take a good look at it pictures asked by sticking your head up there. But wouldn't you rather take his word for it.

Tell him we need all the freakin chips Kip. The point. Don't be jealous that I've been shown online with teams

All day. We have a pain in the back a pool and. Upon. Good

Welcome to the ISIL beer podcast with Tracy Neil a production for sales reps and distributors who are driving around all day selling beer and the official home of the ISIL beer nation Facebook group. And now your host the 1989 winner of the John M. Studebaker wheelbarrow race in hanged town California Tracy Neal.

All right Harry thank you for having me. Today we're face to face here in San Antonio right after the distributor efficiency summit. All right. Good turnout. Yeah a lot of great distributors yeah here this way. I'm pleased with it.

Excellent. So you know a little about how this podcast works I'm really going to send around that that one question about your first day on the job. But before I get there you know there may be people that listen to this that don't really know who Harry Schumacher is. So can you kind of bring us up to date. You know obviously their distributor principals GM sales managers out there that know who you are but a lot of our audience is also sales reps you know sales reps don't get to the BBB level so who is hiring Schumacher today.

Well yeah I published the beer business daily. And of course I put an article on it because I'm almost over 50.

And you know it's red on toilets all over America.

I mean literally. I mean because you know mainly because it's Polish at 5:00 a.m.

And that's what most people get their becomes. And I've been told that more times you can imagine. Really. Yeah I know especially since you know cell phones iPhones and. You're like yeah. You know I just I read on my toilet and I read it over coffee. Those are the two things I get most. So yeah every day. And you know one of the things I have to say is. I shit you not

I get this all the time. Oh beer is daily I image. How often is it published online. Well it's called beer business daily. So.

So how long how long is beer business daily been in publication. Maybe take us back to. It back before beers beer is this daily. Who is Harry as a young child. How did you how did you get into the beer business.

Well my father was a they call it a dog and cat distributor and he said he had Lonestar and Pearl and Cody you know does keys and Corona back when those brands were shit OK. He didn't have Bud Miller cause. And we're talking 60 70 yes 60s 70s 80s and so yeah. In Houston I grew up you know running around his warehouse my older sisters and I would play hide and seek you know. You know a dangerous data warehouse would know forklifts running all around. And but it was fun for us because the danger of a child dies is you know that heightens the senses. But yeah I mean so I grew up there. And I went to college and I loved the beer industry. I got a huge I went to university of Texas at Austin. And I thought I would enter my dad's company which would be a beer distributorship. Yes I mean beer shippers are rich right. We all know that right. And so I thought my dad was rich. So I was like well I'm just going to graduate from college as a C student and and then go to work for him. Well you know literally like 10 days before us going to graduate he goes I have great news great news.

I was like what Dad. What. He goes. I'm selling my company.

He goes oh and I have bad news to your fort. You know like what. Oh my God. Shit. So it's like I should study more.

And I was a bright student but I wouldn't you know try that hard. It's a sort of a beer distributor wouldn't. Say like Well fuck. So. I got an interview with he had sold one of his brands to Houston distributing company owned by the Huggins family in Houston. And was to Decatur or something

Or Lonestar. I don't know what allows us to cut. And he goes I'll give you an interview. And so they gave me a job as a merchandiser. And

You know I'm a college graduate and I'm thinking merchandising that sounds like a fancy job.

Oh you know what a verse does right. Yeah. It's a shit job. But I you know I did it necessary job. It's a necessary job. It's like one of those important jobs a bigger service. I mean. And I actually enjoyed it like I was like I just got a great store. I just pull up beer.

I love c stores because feet up on the back. Yeah. You'd have to rotate as much as rotate displays. I was doing that and then you know foolishly I. Was working in the middle of summer. In Houston which is 105 degrees. And you know. I'd help the driver unload the cases out in the heat. Then I go into the cool box putting things up my patch on the back of my shirt would freeze on my back. You know you constantly have a cold. Right. If you don't have a cold it's cause you're in the heat and the cold then you're not a real merchant. And so I did that but I actually enjoyed it. And then they were like We want to promote you to be a CDL driver. And I was like wow you know you know me I mean I'm actually driving a giant truck. I came and put two and two together. So

They're like in the hit the 60 year history of Houston disturbing company we've never had a buy fill CDL. We will train you are correctly.

So I was like great. And so they put me in a truck and they taught me you know put your palm on the bottom of the steering wheel. That's how you back a truck. You know if your palm goes lab that's where the trailer is going.

All this shit you know just to the audience knows Harry is giving me a visual example.

Yes visual examples. Yeah. You know ha. You know what I can back up I can back a boat trailer now down a long boat ramp. I cannot pass a CDL. So. So you didn't pass. No. And that was the first person. There was humiliation for the company. Humiliation for me obviously. I took the test again. I didn't pass it to fucking parallel park

A twenty two bay trailer in the woods cones the cones were all run over before it even started. So I was like they're like you know why. We still like you you really do good jobs.

You know just kind of bounce you to pre-sales. You can't drive or shit. That's fine.

Pre-sales because you're probably on 40 an hour. Yeah. No they were 24 hour twenty four. They were twenty four a preshow late 70s early 80s.

This is what Holy fuck you think. Forty nine. It was early 90s early 90s. Okay.

So yeah. So they gave me a van and I go round. You know do my orders and I love that too.

You know I loved on premise obviously more back in the day like you didn't just do one or the other you did both. So I do off premise I do you know optimists in the morning and then I do my three selves for on premise in the afternoon when the bars are open.

And you know. And that was fun. But then you know I lost my van one time because it's so hot he uses that I would just leave my man on. You know you've lost the man. Yeah. Let's leave the A.C. on and they would be like. You know nowadays with carbon footprint that's frowned upon.

Know. Yeah yeah. The smell. Yeah. But back then I like that's also.

And then I came out and I was locked myself out of the van so a driver had to pick me up in his truck and I went back and then I went home and then I forgot which account I left it at.

Yeah. So that was a big humiliation as well.

But yeah. No. And then I traversed up despite all these humiliations that traversed up to the sales department at Hughes's Tribune it came like a. Sales and Marketing Manager. Well I did a lot of data and they were like Oh my God he knows that. They didn't know what a spreadsheet was. And I was a nerd so I I was in DOS. Back then and figure out a spreadsheet. I liked it worked perfect. Yeah. All that shit. So I started doing that. And and then you know. And anyway bottom line I end up working there ten years. It's a great experience.

As far as learning the beer industry bottom up.

I got to sit in on the executive staff meetings every week and you know hear what Miller brain was doing. And it's so funny because now that I'm a writer for the beer industry it's this same shit different decade. I mean there's nothing new. Everybody is doing the same stuff over.

Oh yeah.

And I feel like that experience was probably the best best grounding experience for me to do what I do now.

So I'm going to get to the good of the BBDO part of your career and life here in a minute. But before I do take me back to your first day in the beer industry I'm gonna tell everybody in this industry remembers their first day. Everyone's got a story you told me in the hallway you had a story give me some details around your very first day in the industry.

So I came into the I came into the plant. What year are we talking here. This is 1991 OK. 1991 92. And. I didn't know where to go sit in there and tell my comes in. It's like OK they didn't really know where to put me at first. And so they're like Go talk to Harvey. OK. So Harvey was this older. African-American man in his 70s with a you know

Straw hat on and I'm sitting in this little office. He comes he goes Bow Wow Wow he's got this he's got this like the red doll mask on and I was like oh the fuck. He's like Harry. Who he will come with me today. So Red Dog.

All right. All right. It is David Harvey Johnson. He's a legend and on premise beer sales in Houston. And you know old school

You know this is early 90s. Right. And so we get in his yo yo back.

He didn't have a van right. He drove a crown. All right. Yes style ad. Yeah.

Harvey was too he was too good to drive it a fucking movie. Yeah. He was in a fancy car. So we would drive in and it's like seven thirty eight in the morning

Is the on premise. I'm like Where are we going. Well in Houston especially the time it was like these bars open for the oil roughnecks 8:00 in the morning. And they usually go in and course he was a good time guy. Everybody knew Harvey. Oh my God. Does he buy it. Yeah. He had it space county by everybody drink in the bar.

He's like boy. You were selling Red Dog and you're gonna have 12 red dogs today.

Like what. And he would drink them all. You know how you know nowadays on permanent reps they take a set and throw it in the plant. No we drank them all and now it's open it's sold. Yeah. Back now skinny and I was like but the deal was hammered out and it's like as I was like Bow Wow. Red.

We saw a shitload of red die that day. We may have played 20 placements that every 20 bar we went to. And that's how you sold beer and he was very good at it.

And God bless him. He's not alive today but you get my very first lesson in how to sell beer at least on price. That's awesome.

Great. What a great first day. So 20 placements a red dog. So now let's fast forward. You're working in distributorship. You've worked your way up to a couple positions as you describe to us. At what point did you decide to get into publishing.

Why. Well so that's an interesting all right so Joe Huggins who owned the company at the time the late Joe Higgins.

He was a character and he was also very very politically involved in the Texas legislature. And any any change in the franchise law or the beer law in Texas. He was the man. He was head of the wholesale beer servers in Texas.

He was and he was very into. And he said

We got to send somebody asked to track this bill that we have that we want to get passed. Who should we send. My boss Scotty Haskell was like which had said Eric he's a good writer and you don't know what the bill was about.

Yes I figured you would.

Yeah of course.

And and Huggies like can we can we do without Harry you know for a couple of weeks I was like yes we been beautifully do without it.

I think this guy is a good writer right.

So how is like I got off to a boy. That's how I talk. He's like John Wayne. Boy go to Austin.

I want you to call the Hall of the Texas capital and talk to legislature.

Hang out the local bars and do all I did. And I went to the average Texas so I knew where all the senator the state senators and reps hung out was a place called the cloakroom which is in the basement basically of the Capitol. But it's it's so I just hang out there and talk these guys. What's the bill done. The bill was to you know this is back in the day right Heidi. You wanted to bring in a twenty one point two ounce bomber.

It was illegal in Texas. We had specific package types that he could bring in. We were a high tech industry where we said you know what. We're not we're not sold on this.

But Joe was like You know what. We'll let you bring in the bottle we'll change the law. And hire guys like really you just change the law is like love it change it's in session you know.

So I quit there. I wrote at the end of the day I'd write up on my Compaq giant laptop what I learned. Yes I think it had it had I think Compaq as in CNN PCL NPA Q Yes.

Yeah. Was it white. No. This will it was just after they quit making them white. OK. It was a black one but it was still early on it was gigantic and heavy and it was but it was you know people would look at it go like Wow that's a sophisticated piece of equipment you got it. And I'd write it up I'd fax it you know oh you know

Print it out and fax it to Houston distributing and then they would fax it to every Texas beer distributor in the state every day. And to see how the bill was gone and the bill finally passed

My duty was done. I came back and Joe was like How do you really get it. You're really good. You have a flair for it.

And then about six months later I was like You know I'm going to leave Houston distributing and burn out because I was doing on premise and all out early either 6:00 AM where I work till late at night. And

So it took some time off but it was Joe Huggins. So you you wrote a story a publication because you know to let people know nationwide and ought to be daily. And that was right when e-mail was starting to come out. And so that's that's what happened. Nice.

Now you mentioned your your dad's distributorship. Is your dad still alive.

No no. He died about 10 years ago. But yeah he sold that and was retired after that but he was my greatest editor and critic. You know he read it every day.

I'm glad you say so he was alive. I have some. Yeah the first five or 10 years. Me Yes. Yeah. Yeah. Ten years. Yes. OK. And he would he'd write in and give me perspective on stuff. What did he think of how you had kind of you kind of really pivoted. Yeah right. The family business from delivering boxes to publishing and providing communication synergies for our country. Right. Definitely. What were his thoughts.

I think he was I think first of all he was jealous because he was a writer too. He had thought of it. Now he you know he was very supportive but he also

Gave me such great like historical perspective and that's you know that's the thing is you got to have institutional knowledge to write about this shit.

And now I've been in it long enough that I have that. But at the time I didn't and so when I first got started. So he would help me with that.

And yeah he you know he was you know he was all for it and he couldn't believe it. The one the greatest things he told me he was like you cannot do not call it your business daily he goes you can't publish every day. Keep in mind is the early 2000s late 90s. Now daily publishing is made up of course.

Right. You were a blog ahead of your time. Exactly. I mean nobody was pushing Dale. He's like You're going to tie yourself to Daly and you've got to find out. You had to find a way to connect to a phone you've got to find a way to get online. It was all a while back then and it was a huge pain in the ass. And I was traveling.

So was there a time when your business dealing was not electronic. Was it ever delivered on paper. Was it always electronic. It's never been on paper but when I started it was you know you could sign up to be either email or fax

And like pie. My first two years it was 70 percent fax really. And you know I had I had this program called when fax pro and you know with Microsoft it would dial one at a time and it took all night you know.

And obviously I had to find another solution because I'd tie up a phone line all night and my like if I were traveling or anything I I'd go to my in-laws house I'm like Hey I need the phone from you know 9:00 p.m. until 6:00 a.m. nobody make a call. Right.

But finally I found another program that did over the Internet and so but then I find the whole pi about two thousand believe it not like its latest two thousand three or four people still getting it by fax I had got still a hundred subscribers by fax and files. You know what. We're we're killing the facts and you would you would thought that I was saying that the Russians are coming.

I mean these what. No I would print it out. I'm like you know you can get it by e-mail and your secretary could print it out.

It's not a big deal. No. But I killed it. I made that decision and we lost about 50 subscribers. Well about half. And luckily if those 50 subscribers were definitely not in business anymore.

What's your what's your favorite part of this of this role. I mean you have a very unique position in the beer industry right. And I mean you obviously you have a platform you have you have a staff you have a voice.

What's your favorite part about this because I can tell I can tell just talking to you're having fun. This is this is work. This is a career. This is a job but I can also tell You're passionate you're having fun you enjoy this.

So what's your favorite part about it's the people I mean and that sounds you know it sounds so janky but it it's I love the people in this business. When I look at my friends at other businesses it's their lawyers or their you know executives and even as CPG firms

The people in the beer business are the best. You know this. Yeah I know this. The American people know it. It's the you know the greatest people in the world.

And I love interacting. I love it. I was a shy child and when I started this company I had to learn not to be shy because I and I had to learn to either go broke. Or had to go out and actually engage with people and people. And so I forced myself to do that. And and then I felt I was like Oh I'm not bad at it you know.

Tell me what that is. I think I talked to one of your team members they called it a friend or maybe your dad told you how to hit the bricks. Yes hit the bricks right. Hitting the bricks would take the bricks media.

So it hit the bricks was like get out there and meet people like you can't do this in your office. You can't just sit. And that's what I did for the first few years. So you got on airplanes went around I got on. Yeah. And you know pie like the best thing I did was I sent you know back then fax

To every state distributor association in the country all 50 and said I will come to you and speak at your organization for free.

I only got one back in a tie. Right so nobody wins the Washington state Washington State the smallest state for you know there's like what 10 distributors at the time. Now there's three. Yeah.

So I'm like oh fuck it I'm in San Antonio. So it's a further all right.

All right I'll come and I did it like you know I got like all of you to subscribe just by speaking and saying Hey I know this business. And then. He the guy was named Phil that ran that organization

Gave me a recommendation and said you know this guy is an OK speaker.

You know he's not great but he knows his shit. Yeah. Good enough good enough chuck it said once and so you know then I spoke in Iowa and Michigan.

And it's weird because the Midwest like I feel like love to me. I was a Midwest guy for that was my bread and butter. And then finally like New York and California and Florida you know the bigger states Michigan. Cut off. But it was Midwest.

It was really my bread and butter and then you know 9/11 happened the way I'd make money I'd send mailers out every month and say hey subscribe to this daily and I get like you know five or 10 subscriptions and that would pay my mortgage and you know put beans and rice on my table and then 9/11 hit. And then there's the anthrax scare. Noah's opening their mail and I was so then like 2001 to like 2000 three were harsh and

I. My mother loaned me money and she's not one to loan people money.

Trust me and you don't want to be in debt to you to this mother. Trust me.

But she did it. And God bless. And

And then and then things start turning around and start to hit. I start to click. So I paid her back with interest.

You paid her back with interest. Yeah she's rich. So stupid. Part of being an entrepreneur. Right. Friends and family loans.

Yes. The worst I've had to give an advice to a young entrepreneur. I did not borrow money unless you really have.

So somebody I talked to somebody earlier when we were down in the recession they said that you were to take these are their words not mine. The youngest old guy in the beer industry. And I asked him what that meant and they said they were talking about your social media. I said Harry is a millennial at heart. You know you're active on Snapchat Instagram Twitter Facebook. Tell me a little bit more about why you think these are important for communicating and how you think it's playing a role in today's industry with the millennials.

Yeah well you know I am a closet millennial.

And you know I'm I'm about to be 50 years old.

Ok. So I'm not a millennial. But my employees are Millennials. A lot of my friends are and I identify with that. You know I hate it's fun to hate millennials right. They don't work hard or blame. But I love Millennials because they all those old social mores that were frowned upon are just out the window. They do what they want. They're you know they're bad ass.

They say what they want. And I like that about them. And so. So that's the first thing. The second thing is is that I love to broadcast shit about my own life because I'm a narcissist. So. Instagram was perfect for me. Because. It's all about me and my girlfriend and my sons and I love to throw shit out there you know. And so yeah I love it. And Twitter has been a double edged sword

Because I'll say some on Twitter and then some beer nerd will get in a fight with me and then I choose to engage them at you know late at night and I'm like Maybe someday you'll be president. Yes. Right. Right.

And so I've toned down the Twitter fights but yeah I love social media and I don't know how much it's helped my business.

I think a lot of district shooters are a conservative group by nature.

And so the younger ones maybe see that stuff and like it someone like Harry so off his rocker. I don't know but it's a double edged sword.

Tell me a little bit about your team. You talked about how your employees are millennials.

I mean at one point in time this was a one man show. Right. Right. You hit the bricks your Valentine's country. At what point in time did you actually start to hire staff or team members. Yeah.

And who is your first hire and what your team mean to you today. So my first real hire was was Megan Metcalf

And I heard her.

Basically I was like I can't do this alone. I'm I'm dying. I'm traveling constantly. I get to my hotel room at 11:00. I still have it written. Tomorrow's issue.

Yeah I have a thousand e-mails I have to hire today. I put out a

Lot. This is. This is crazy. I put out a what's it called a request for reservation online. Well his Web sites. And I got a hundred things back. And Megan was the only one to talk to you. Just out of college didn't know shit about me and say No shit about anything. Whatever.

I was like oh shit Elise she's not like a meth addict. Like all the others were whatever it's all. She's the only one that I call her.

She sent me clips from her you know to journalism major you know shitty clips from some dumb ass magazine. It's like all right. She came in one interview harder didn't know shit and it was the best hire ever made in my life.

She ended up running my company. She worked for me for 10 years shouldn't she. She left just last year. She had a baby. But she and I built that coming together. You know it was a total fluke. Your first hire has to be your most important. It can make your break breakthrough and if it was pure luck. I mean I knew that I liked her when I met her interview. I knew we were compatible but other than that there's no other reason for me to hire and she learned it the hard way

And really at least she's going to be one of my best friends. And we really built the company together and I could have done it without her. The second hire was also equally important. The second major hire was Jen let's. She was. She. She was my first writer like higher ed.. And yeah I know.

And she's great. And you know Jen worked for a pizza Web site.

And you know the other stuff. But she was a beer nerd. Like she was a beer nerd in terms of like as a consumer. Yes. Yeah. I love to drink all kinds of Bordeaux beer.

You've seen it right. She's like a real then you don't see girls like she loves craft beer.

And I met her in Houston. We went out had beers and I was like You know what. I'll. And there's another impulse fire could've gone bad. Could've gone terribly. Still with me today. And you know she's the kingpin that you know another hire was Emily Pennington when we saw our wine witness fierce division. I know him well. Yeah. Talk about the wine experience. It's OK. So yeah. So we start wise ferrets. Megan wrote it for the first year Reagan didn't know anything about why. Spirit. Yeah we heard Emily.

She was like a you know a waitress at a high end restaurant.

But she had a J degree. Journalism came in.

Didn't know shit all by employers first year I'm like I want to fire I want a farm I want to fire they suck want to fire the fire.

Now Emily is the queen of the wine spirits. She's only like 30 years old or younger and she like she has amazing respect and that industry and she's so smarter shit and you know. It's far to give any other entrepreneur a. Sort of a

Higher smart people not not people you don't know experienced people you know experiences is important but smart people you can't put a price on that.

Awesome. So when I was talking to your team earlier one of the things they told me to ask as you said be sure and ask him about his memoir. Tell me about you. You wrote your own memoir. Tell me about it. So. I wrote a book called thank you for drinking beer. And

This is available on Amazon. Yes. Q Thank you for the plug. Okay well yes and I may or may not choose to go buy it. Yeah I'll give you one. Okay.

Yeah. And I wrote it for for my subscriber and my readers because I wanted them to know the background. And so it is it's not a it's not really

A memoir as much as it is a series of essays but they are all you know they're all auto biographical and it's just like 12 essays and some others very silly like one of them is just be having a conversation after four margaritas with my dog in the hot tub and the dog talks back to me. And of course that's not true or is it but others are how I started the first five books how I started the company and the the pitfalls I had to go through the poverty the

Having to lean on relatives and now my ex-wife. What we had to go through and our tribulations

And the humiliation. Really there's a lot of humiliation to go through. When you're poor and starting a company that's not it's not fun but also you see the humour in it. It's also a good part of our life. Like I don't regret it. Yeah. So if there's something. There's something that you would want. The three tiered network to know about you

What would it what would it be. I would say that. Is it I have is that I know. The institutional. History of why this system works and why

And why it is the way it is today.

I'm a free market not actually I'm a free market guy. All right.

Free market. But after having studied the system literally for 30 years. I do not. It is such a great system of how to sell a substance that is.

That needs to be regulated. That I know no ever other system that works better. And you know I know that a lot of craft brewers and craft distillers don't like the system and you know they have access to market issues or whatever.

You know if you go to Mexico if you go to Latin America if you go to parts of Europe the craft that they had no access to it till very recently because just because they had to give it up.

The reason that we have them was vibrant small craft system for both distilleries wineries ambers is because of the three tier system not in spite of it it's because they have access to it. It's because the innovative distributor can choose to bring on those suppliers without having a b milk or anybody tell them not to. I know that craft breweries hate franchise laws. I know that I get it I get it because it's been abused in case it has been but they gotta also realize that they wouldn't even be in existence without franchise law because without franchise laws a distributor wouldn't have the courage to take on a small Burr and endure the wrath of their major supplier so yeah that's right. If you asked my long term subscribers my old older subscribers I think they would say. The legacy that you've done is to educate newer readers

On why that is. And I don't. I view my newsletter like my newsletter is more educational

Conduits more than just latest news and I've heard this when I went to Anheuser Bush's new york headquarters a year and a half ago I had so many young people come to me save a site like everybody. Has a worst case my newsletter every day.

I don't know why they allow that but they did and I've had I had so many of you young people come to me and be like I've learned more about the beer industry just from reading that every day than I have from any other training program because it's every day and it has it's not just the news. It's the perspective on it and what it means going back historically and what it means going forward.

So that's that's my legacy that's going to be your legacy. Yes I hope so. If if you had to give a shout out to one two three four four people

Handful of people that maybe have really helped you get to where you are today over the last 30 years you may have already mentioned a couple of names and some of the stories you told but would you give those shout outs to.

Well number one Joe Huggins. He's he's dead but. He gave my first break in the in the beer industry. Yeah. And then my first boss got a call. Yeah. And then after that if you want to get past. Like when I started the beer business daily. I would say Norm anatomy. And he was the first South African that ran Miller Brewing Company. And when he came in 2005 after SB bought Miller Coors. Just. Miller. Right. And you know this MILLER Sorry just Miller. He said

Why are we not giving this little piece of shit newsletter any love when everybody's giving the other one. And and he changed the game and he gave me access and I met him in a bar in Las Vegas and he gave me an interview and that gave me relevance. And he also agreed to speak at my first sign. I'd say the other one was August Busch the fourth. Who agreed to speak at my second summit when I saw Bush's blackball me before that. And the last I would say is Jeff Becker who's the late president of the beer steward who I was blackballed also from the beer Institute meetings. And he maneuvered ways for me. Is this a sounds stupid now thereby get the beers to me.

I mean shit they let blog shit bull bitch ass bloggers and now. Yeah. Back then I would not. Yeah. You weren't allowed. I don't know. And the beers too. Meaning is the you know that's the one meeting you go to where the top 20 CEOs have every vary in the country is in a small

Really event and you get to shake hands and meet with them.

And he said Hey pal. I'm sorry you. Blackballed again. Yeah let's talk pal. He was calling foul hypo

And uh. And here he really worked hard to get me past the Bushes at that point to get me into that meeting. So I would say uh. Let's start on leave. Sure there's more. Yeah of course. But yeah yeah but the top my head. Yeah. Awesome. Well as we. As I kind of bring it to a close here I want to give you the opportunity to

Pitch not only TBD as a subscription but I know you've got several conferences per year you probably know a lot of listeners on here that are not only subscribers and attendees but you might have some that aren't. So is there anything that you want to tell him about

So this an event BBDO holds.

Listen if you want to network with beer distributors and brewers if you're not at the Del Coronado in January then you're you're a fucking idiot because and I'm not saying that self-serving but I am.

It is the best networking event in the beer industry. Here's what no one only only 450 people it's not an BWI or you're lost in thousands

But it's the right 450 people and it's plus it's the dog corner.

So you're Netcom. Check it out. Beer buzz daily. I have it tattooed on my arm. That's how much I care about it.

I heard you just got a tattoo. Yeah. You got a tattoo of your business daily on your arm.

I did. I did. Oh shit. Yeah I see. I did it.

I did it like a month ago. Key West for my girlfriend's word I get hep C but not my son.

Oh yeah.

Very nice. Yes it's having a hard time. Speak it out. Pass the bicep there. Yeah I can see the way you see it. It's there. And. And. Then. The

Thing. Yeah. The only other thing I like to say is that. HP. I've always been like 9 percent of this company and now 10 percent my employees

Fucking rock. They've stepped up there like I said they're young right. I thought these few were retarded when I started. I mean I thought they were rich just like idiots and they've come so far.

I will. Every one of them. I tried to fire the first year everyone and now they rock.

Jordan. Emily Sarah. And then the people who also run the admin Jessica.

And then the colonel who stepped in the last year to be president of my company. Rena to fill in Megan's shoes stepped and rocked and now you know I just I've never been happier. These people are my family. They they run my company. They step in. They do the fucking hard shit. Yeah. Heineken has their earnings at 3 in the morning. Yeah it sucks.

Wake up at 3 in the morning. You know a lot of people don't realize that covering this shit is not a 9 to 5 job and my employees fucking rock and I just want to shout out to them. Awesome. So awesome.

Well Harry it's been an absolute pleasure. Thank you so much. Thank you for having me here. The distribute efficiency summit. Thanks for coming. Good turnout for the second year in a row. Sold out two years in a row. A lot of good information here it's always great to go to San Antonio and again I've enjoyed getting to know you better and I really appreciate everything you share. So thank you very much. Let's go. Let's all go sell some more beer. Yeah let's go drink some. Thank you. But thanks.

So what's the best tasting beer in America. Who cares. That's for the consumer to decide. And until they do you will keep selling them new brands every day as it just triggers sales reps. You can become a part of the ICL beer nation by subscribing to this podcast and using the hashtag. I sell beer in all your social posts. Also be sure to join the ICL beer nation Facebook group and visit our Web site. Our industry is an up and down the street business where local relationships matter. I want to thank you for making me a part of your day and wish you good luck on the objectives for your next account call. In fact I know you're gonna crush it.

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