WEBVTT

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>> HARD TRUTH DISTILLING CO. IS

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A STATE-OF-THE-ART DISTILLERY

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SET ON A 325-ACRE WOODED CAMPUS

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IN THE HEART OF BROWN COUNTY.

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THIS YEAR THE DESTINATION

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DISTILLERY IS ON TRACK TO

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WELCOME 600,000 VISITORS.

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BUSINESS DIDN'T SLOW DOWN DURING

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THE PANDEMIC; IT ACTUALLY

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INCREASED AND HARD TRUTH IS

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EXPANDING ITS FOOTPRINT TO

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CREATE A NATIONAL BRAND.

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WITH MORE ON WHAT'S FUELING

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GROWTH... I'M PLEASED TO WELCOME

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BACK TO THE SHOW CO-FOUNDER AND

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PARTNER OF BIG WOODS

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RESTAURANTS, QUAFF ON! BREWING

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COMPANY AND HARD TRUTH INC. JEFF

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MCCABE.

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JEFF, WELCOME.

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>> THANK YOU.

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GLAD TO BE HERE

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>> CONGRATULATIONS ON THE

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GROWTH.

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WE HAVE DONE A COUPLE OF STORIES

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ON YOUR CAMPUS THERE IN BROWN

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COUNTY, WHICH IS REALLY AN

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INTERESTING PLACE.

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AND WHAT I THINK IS INTERESTING

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ABOUT YOUR BUSINESS, BE IT THE

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RESTAURANT, THE BREWERY, IS

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DURING THE PANDEMIC, YOU DIDN'T

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SLOW DOWN, YOU DOUBLED DOWN.

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THAT WAS VERY MUCH AN

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INTENTIONAL MOVE.

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>> IT REALLY WAS.

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WE KIND OF LOOKED AT IT, WE KNEW

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OUR BACK WAS AGAINST THE WALL

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WITH THAT MANY RESTAURANTS, AND

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THE KIND OF OVERHEAD WE HAD.

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WE FELT LIKE WE WERE EITHER

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GOING TO SUCCEED OR FAIL IN

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THIS, AND IF WE WERE GOING TO

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FAIL, WE MIGHT AS WELL DO IT

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BIG, IF WE WERE GOING TO SUCCEED

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WE MIGHT AS WELL GO BIG.

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WE WENT AHEAD, WE DEVELOPED NEW

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PRODUCTS ON THE DISTILLING SIDE,

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A COUPLE OF NEW BEERS ON THE

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BEER SIDE AND OPENED UP TWO MORE

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RESTAURANTS DURING THE PANDEMIC.

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WE JUST PUSHED FORWARD.

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IT WORKED OUT

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>> YEAH.

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WORKING OUT IN A BIG WAY,

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EXPANDING FOOTPRINT.

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LET'S TALK ABOUT THE

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DESTINATION, DISTILLERY, THAT

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CONTINUES TO BE A REALLY BIG

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SUCCESS FOR YOU.

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AND KIND OF A LAUNCH PAD, IF YOU

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WILL, FOR YOUR PLATFORM, AND ALL

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OF YOUR PRODUCTS, AND AS WE WERE

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TALKING OFF CAMERA, REALLY ABOUT

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THE EXPERIENCE.

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>> YEAH, IT'S REALLY GREAT.

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HERE ON THE 325 ACRES WE'RE ABLE

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TO BRING ALL THREE BRANDS TO

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LIFE, REALLY.

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THAT'S THE WAY WE THINK ABOUT

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IT.

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WE THINK ABOUT THE CAMPUS AS

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KIND OF A LIVING EXPRESSION OF

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THE BRANDS, IF ALL YOU WANTED TO

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DO WAS TAKE A WALK IN THE WOODS,

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YOU CAN DO THAT.

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IF YOU'RE HEAR TO EAT AND DRINK

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AND EXPERIENCE, CAN YOU DO TOO,

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THAT.

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THE FAMILY IS WELCOME TO COME.

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WE HAVE TOUR OPTIONS THAT ARE

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JUST OFF THE HOOK, RIGHT?

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LIKE THE ATV TOURS, AND THAT

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KIND OF STUFF.

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A LITTLE BIT OF EVERYTHING

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>> LET'S TALK ABOUT YOUR

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RESTAURANT.

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BIG WOODS RESTAURANTS.

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THAT IS IN EXPANSION MODE,

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INCLUDING AT THE FASHION MALL ON

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THE NORTH SIDE OF INDIANAPOLIS.

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YOU'VE GOT SOME PRETTY BIG

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PLANS.

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>> YEAH, WE'RE GOING TO DO TWO

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THINGS.

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THIS IS OUR SECOND PROJECT WITH

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THE FOLKS.

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OUR FIRST IS THE PREMIUM IN

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ELDONBURG.

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ONE OF THE PLACES WE OPENED

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DURING THE PANDEMIC.

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AND KIND OF BASED ON THAT

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EXPERIENCE, AND THE NEEDS OF THE

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GROUP, WE LOOKED AT THE FASHION

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MALL, WE'RE GOING TO OPEN A

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RESTAURANT AND A BIG WOODS

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RESTAURANT AND WE'RE GOING TO

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TAKE THAT CENTER POSITION IN THE

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FOOD COURT AND HAVE A KIND OF A

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BAR KIOSK THAT'S BRANDED HARD

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TRUTH.

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REALLY LOOKING FORWARD TO THAT

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>> THIS REALLY IS PARTLY OF YOU

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CONTINUING TO BECOME A NATIONAL

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BRAND?

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RIGHT?

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YOU'RE INDIANA OBVIOUSLY, BUT

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YOU HAVE DESIGNS ON BIGGER

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THINGS.

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>> YEAH, FOR SURE.

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WE'RE INDIANA FIRST IN ALL WAYS,

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OF COURSE.

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BUT WE'RE NOW DISTRIBUTED IN TEN

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STATES, AND IN THE NEXT SEVERAL

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MONTHS, WE'LL BE DISTRIBUTED IN

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22 STATES WITH HARD TRUTH.

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AND THIS IS ANOTHER GREAT

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OPPORTUNITY TO INTRODUCE PEOPLE

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TO HARD TRUTH IN A BIG WAY.

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WE'RE ABSOLUTELY FOCUSED ON

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THAT.

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>> ABOUT 20 SECONDS LEFT, JEFF.

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WHAT'S NEXT, CONTINUED GROWTH

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AROUND THE COUNTRY?

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>> YEAH, THE BEER BRAND IS

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GROWING AT ABOUT 27% THIS YEAR.

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SO WE'LL KEEP THAT GOING,

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RESTAURANTS ARE GREAT.

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BLACK FRIDAY WE RELEASE OUR

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FIRST WHISKEY -- 100% FROM

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INDIANA, INCLUDING THE CORN THAT

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WE GREW.

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THAT HARD TRUTH -- WILL BE IN

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STORES FRIDAY, REALLY EXCITING

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FOR US