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                After hustling frozen cocktails for 15 years at festivals, beaches, and barbershops, one vendor is trying to take his operation corporate.
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                    Issue #126
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                    Sunday, September 27, 2020
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                The Hustle is proud to deliver original longform journalism to your inbox every Sunday. This week, we're giving you a glimpse behind our creative process with the help of our sponsor, WeTransfer. Check out how their tool Paste® helped bring this week's idea to life
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                 right here
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                .
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                </p>
                <p style="font-family: Helvetica, sans-serif; font-size: 13px; line-height: 120%; margin: 0; padding-bottom: 24px;">
                 <strong>
                  BY
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                   Zachary Crockett
                  </a>
                 </strong>
                </p>
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                 Beneath the high-rises and skyscrapers of America’s wealthiest city, some
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   20k
                  </u>
                 </a>
                 street vendors vie to make a living.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The merchants who make up this bustling microeconomy — largely immigrants and people of color — work long hours hawking everything from hot dogs to t-shirts, often off-the-books and without permits.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 And during the summer, one particular product is king: a fruity, frozen alcoholic concoction called a
                 <strong>
                  nutcracker
                 </strong>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 From May to September, dozens of nutcracker vendors sling their drinks at festivals, parades, and beaches, selling squat, frosty bottles out of garbage bags and coolers. The most skilled operators can clear upwards of
                 <strong>
                  $500
                 </strong>
                 in less than 30 minutes.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But during the pandemic, the street cocktail landscape has seen a shakeup.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 While street vendors don’t qualify for liquor licenses and must run their operations illegally, new legislation has allowed restaurants to sell their
                 <em>
                  own
                 </em>
                 take-out cocktails.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 While most vendors have continued to operate in the shadows, one of them— 35-year-old
                 <strong>
                  Amseshem Foluké
                 </strong>
                 — has decided to fight back by attempting to take his illegal operation corporate.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Foluké recently agreed to speak with
                 <em>
                  The Hustle
                 </em>
                 about how he got into the trade, and what the daily grind of an underground street hustle looks like.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 As it turns out, selling these drinks is not so dissimilar from running a startup: it requires top-shelf marketing skills, a keen understanding of supply and demand, and a willingness to occasionally bend the law.
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  A college hustle
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Foluké always wanted to be a “finance guy.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Raised in Queens by an educator and a vocal coach, he developed an inexplicably deep love for counting money.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “In the neighborhood where I grew up, a lot of kids dreamed of playing basketball or rapping,” he says. “But my thing was math and numbers.”
                </p>
               </td>
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               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Ffoluke_20200925235106.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMKC:6xWvHZXbAqTLZToITmFi6jP_yud4G4gHF3D_GXEJcCQ" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
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                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 (Amseshem Foluké)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Genetics had other plans for Foluké: during his senior year in high school, he shot up to 6’6” and was recruited to play basketball at SUNY New Paltz, 90 minutes north of NYC.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In college, Foluké was “always hustling and trying to find ways to make money.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Several times per month, he’d drive down to the garment district in NYC and buy as many wholesale clothes as he could — t-shirts, jerseys, belts — then sell them on campus, tripling his money.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 On one trip, in 2005, he heard about a different product that was making a buzz on the streets of Harlem and Washington Heights.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “Someone told me about this drink called the nutcracker,” he says. “I had no idea what it was, but I knew I had to make my own and sell it.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  A brief history of the nutcracker
                 </strong>
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Unbeknownst to Foluké at the time, the nutcracker had a rich cultural significance that dated back more than a decade.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 It was invented sometime around 1993 by José Chu, a restaurant manager at an uptown Chino-Latino restaurant.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 With the help of a local drug dealer named Juice, Chu concocted what
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   <em>
                    GrubStreet
                   </em>
                  </u>
                 </a>
                 called “a multilayered sensation, with the tart, tooth-dissolving sweetness of Jolly Ranchers and the deep, viscous finish of cough syrup.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The name, “nutcracker,” was derived from an NYC Ballet commercial.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fdrinks_20200925235159.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMKC:6xWvHZXbAqTLZToITmFi6jP_yud4G4gHF3D_GXEJcCQ" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Variations of nutcrackers (Oyays, Trap_Juice NYC / Instagram)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Dominican-American entrepreneurs — hairdressers, promoters, and ex-felons — soon saw a business opportunity and began to sell nutcrackers on the streets of Washington Heights for $10 a bottle.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The drink became an underground sensation, and its early sellers were soon minting up to
                 <strong>
                  $1k per day
                 </strong>
                 peddling them at bodegas, barbershops, parades, and busy intersections.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 By the time Foluké stumbled across the drink in 2005, the market was brimming with dozens of nutcracker vendors — each with his or her own variation of the recipe.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But the nutcracker was still very much an uptown thing for “those in the know.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 And as Foluké would find out, it had a much broader appeal.
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  The path into an unconventional trade
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 After getting his hands on a nutcracker, Foluké reverse-engineered the ingredients, coming up with exactly the kind of recipe you’d expect from a college sophomore: cheap vodka, Kool-Aid, and Hawaiian Punch.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 With his cousin, he poured the concoction into empty Poland Spring water bottles, bribed bouncers with cash, and started selling them in the back of clubs for $5 a pop.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 A marketing major, Foluké produced a theme song for the drink — “Nutcracka Sippin’” — and threw huge parties on campus, where he promoted the beverage. His efforts paid off.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “I always had money in my pocket,” he says. “I ordered food every day and skipped the cafeteria. That was a big deal as a college kid.”
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fselling_20200925235228.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMKC:6xWvHZXbAqTLZToITmFi6jP_yud4G4gHF3D_GXEJcCQ" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Foluké selling his drinks in NYC (Amseshem Foluké)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 After graduating in 2007, Foluké moved back to NYC and found varied work as a video producer, marketer, and pro streetball player.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 On the side, he continued to sell nutcrackers anywhere he could.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 After playing basketball games in Harlem’s infamous Rucker Park, he’d whip out his cooler and sell nutcrackers to the players and fans lined up along the chain-link fences.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But over the years, the competition became stiff — and Foluké realized he needed a way to distinguish his nutcrackers from those of other street vendors.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In 2014, he began to brand his drinks as “Oyays” (a riff on his nickname, Oyay Mayo), and came up with a distribution strategy, offering friends a 40% cut of sales to sell the drinks on the street.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 He moved to Brooklyn, reviewed event calendars, and familiarized himself with the plethora of free events in Prospect Park. On slower summer days, he’d cater to thirsty beach-goers in Long Island.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Like any illegal street hustle, business was risky.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 As the nutcracker market grew on the streets of NYC, the state passed the so-called “
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   nutcracker bill
                  </u>
                 </a>
                 ,” promising to crack down on those who sold the drinks. Vendors were issued tickets ranging from $250 to $500 and were occasionally booked in jail for a night.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Foluké got booked a few times himself — though he says the police generally let him be.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “Law enforcement usually gave me a chance,” he says. “They’d say, ‘You’re a cool guy, man. You should get your license and try to do this the right way.”
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Floadingip_20200925235254.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMKC:6xWvHZXbAqTLZToITmFi6jP_yud4G4gHF3D_GXEJcCQ" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Loading up on supplies (Amseshem Foluké)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Though Foluké continued to run his enterprise illegally, he invested in upgrading his recipe, bottles, and labels. “They looked so legit,” he says, “that the cops thought they were store-bought juices.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Gradually, Foluké began to notice a shift.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “Nutcrackers were always an urban thing,” he says. “But the same white kids who’d turned their nose up at it before started getting hyped on it. They’d see me and yell, ‘
                 <em>
                  The drink man is here! The drink man is here!
                 </em>
                 ’”
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  $20k a month
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In 2018 and 2019, Foluké says the nutcracker business grew exponentially.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 He’d start his day by loading up on
                 <strong>
                  $500
                 </strong>
                 of Hennessey and Patron at the Liquor &amp; Wine Warehouse in the Bronx. Then, it was on to Walmart, to buy Tampico and other juices, before picking up the bottles that a friend has slapped pre-made labels on.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Back at home, he’d concoct his mix and freeze
                 <strong>
                  300-400
                 </strong>
                 bottles overnight.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 During the lucrative summer months, he’d repeat this process daily, sometimes shooting through a weekend with only a few hours of sleep.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “In a month with all sun and no rain, I was clearing
                 <strong>
                  $20k
                 </strong>
                 a month easy,” he says. One big festival alone could net him as much as
                 <strong>
                  $7k
                 </strong>
                 in a weekend.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Last summer, he showed up to a park concert with 8 friends — who he calls his “Shaba Gang” — only to find 10 other nutcracker sellers already working the entry line.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Foluké wasn’t deterred.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 He paid a janitor $40 to smuggle a giant bag of nutcrackers into the event in a garbage can, then bought a pass, recouped the trash can inside the venue, and sold $600 worth of drinks in 20 minutes.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Outside of street sales, Foluké also established a sturdy wholesale business, distributing giant batches of nutcrackers to barbershops, corner stores, and Jamaican restaurants at a rate of $500 per 100 bottles. The profits, he says, were typically split 50-50.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Frev_20200925235353.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMKC:6xWvHZXbAqTLZToITmFi6jP_yud4G4gHF3D_GXEJcCQ" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
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                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 (Zachary Crockett / The Hustle)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But the 2020 fiscal year hasn’t been as kind to the nutcracker business.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Much like the restaurant business, Foluké pivoted to delivery, organizing drop-offs through
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   Instagram
                  </u>
                 </a>
                 . Payments are made through Cash App and Zelle.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Many of his competitors have had the same idea: the social platform is ripe with hundreds of anonymous accounts with names like
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   The Nutcracker Jacker
                  </u>
                 </a>
                 ,
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   Kerby’s Cups
                  </u>
                 </a>
                 , and
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   Brooklyn Nutcrackers
                  </u>
                 </a>
                 — each offering up a phone contact and delivery specials.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The real competition, though, has come from the restaurants themselves.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 To qualify for a liquor license in the state of New York, a business must operate out of a physical space. This law makes operations like Foluké's illegal by default — and punishable with fines and jail time.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 NYC restaurants, by contrast, were recently
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   legally ordained
                  </u>
                 </a>
                 to sell carryout cocktails — and some are now selling their own nutcrackers.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “On the street, you don’t have the luxury to get the license,” a nutcracker seller who only wished to go by J.R. told
                 <em>
                  The Hustle
                 </em>
                 . “We did all the dirty work to make it popular, now people with the money and the means are coming in capitalizing on what we built.”
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  Going legit
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 After a recent
                 <em>
                  Vice
                 </em>
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   video interview
                  </u>
                 </a>
                 brought Foluké some attention, he decided to bow out of the street game for a while.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Instead, he’s launched a
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   GoFundMe
                  </u>
                 </a>
                 in a bid to take his nutcracker brand, Oyays, corporate.
                </p>
               </td>
              </tr>
              <tr>
               <td>
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                 (Amseshem Foluké)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 For the past few weeks, he’s been on the phone with lawyers, setting up an LLC, and registering his trademarks. He says he’s already had preliminary chats with several big-name alcohol brands, including Sutter Home Winery, about a potential partnership.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “I don’t want to be caught chasing $20k when I could be chasing $2m — or $20m — the right way,” says Foluké. His dream would be to land a big name like 50 Cent or Jay-Z — someone who “understands who I am, and where I came from.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Timing is certainly on his side.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   $5B
                  </u>
                 </a>
                 ready-to-drink cocktail market is growing at a “
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   breakneck pace
                  </u>
                 </a>
                 .” According to Neilsen, the category has experienced
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   90.4%
                  </u>
                 </a>
                 YoY growth, and the pandemic is only accelerating the trend.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “I’ve got 15 years of proven demand without ever making a single sale legally,” he says. “How many entrepreneurs can say that?”
                </p>
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