Cal Evans visits Indian River Distillery in Vero Beach, where Ray Hooker put a piece of 1715 treasure-fleet silver in the still and named his whiskey for the last American pirates. From a camp in the Florida scrub to rewriting the county zoning code, this is a conversation about bottles that tell forgotten stories of home.
Episode Transcript
Episode 007 — Indian River Distillery
Speaker-labeled transcript (Whisper fallback; Resolve preview was truncated). Mic1 = Cal Evans. Mic2 = Ray Hooker. Cal Evans [00:00:00–00:00:20] I'll tell you this and I told Mark this, when I started doing this, I knew, I knew when
Ray Hooker [00:00:01–00:00:25] turn it on. I feel like I'm ready to sing now.
No. Too bad I can't carry a tune. First of all, I'll tell you this and I told Mark this. When I started doing
Cal Evans [00:00:20–00:00:26] I started February, actually I knew in November when I started planning it, that this and
Ray Hooker [00:00:25–00:00:30] this, I knew when I started February, actually I knew in November when I started
Cal Evans [00:00:26–00:00:33] Thomas Asa were going to be on my list, because this is where I learned that there
Ray Hooker [00:00:30–00:00:38] planning it, that this and Homosasa were gonna be on my list because this is
Cal Evans [00:00:33–00:00:39] are stories. Talking to you, talking to Mark, I was up there with my son one time and we
Ray Hooker [00:00:38–00:00:44] where I learned that there are stories.
Talking to you, talking to Mark. I was up
Cal Evans [00:00:39–00:00:44] did the distillery tour, we did the tasting, and Mark was working the bar. And so we just
Ray Hooker [00:00:44–00:00:47] there with my son one time and we did the distillery tour and we did the
Cal Evans [00:00:44–00:00:47] sitting there and drinking the cocktail and he starts telling stories like you've just
Ray Hooker [00:00:47–00:00:52] tasting and Mark was working the bar and so we just sit in there and drink the
Cal Evans [00:00:47–00:00:53] been doing it. I'm like this isn't the stuff you get on the tour. I said people want to
Ray Hooker [00:00:52–00:00:56] cocktail.
He starts telling stories like you just did do it. I'm like this isn't
Cal Evans [00:00:53–00:00:57] hear this stuff, so that was why I started doing it. But I knew at the beginning, but I
Ray Hooker [00:00:56–00:01:01] stuff you get on the tour. I said people want to hear this stuff so that was
Cal Evans [00:00:57–00:01:03] also knew I didn't want you to be the first because I wanted to get what I was doing down
Ray Hooker [00:01:01–00:01:05] why I started doing but I knew at Phoenix but I also knew I didn't want you to be
Cal Evans [00:01:03–00:01:09] before I came here. And the first couple, I did Caribbean moonshine, and those guys are
Ray Hooker [00:01:05–00:01:11] the first because I wanted to get what I was doing down before I came.
The
Cal Evans [00:01:09–00:01:19] nice, but you know. But I'm glad they were my first because I don't really, I'm not speaking
Ray Hooker [00:01:11–00:01:19] first couple, I did Caribbean moonshine and you know those guys are nice but you
Cal Evans [00:01:19–00:01:25] ill with them, but I don't really care about them. And then I had fun with Doug. Doug's
Ray Hooker [00:01:19–00:01:30] know but I'm glad they were my first because I don't really, I'm not speaking ill with them but I don't care about them you know and then I did Doug
Cal Evans [00:01:25–00:01:34] people are from Alabama, and I'm from Alabama. Doug McCormick up in Yamaha, and we had fun,
Ray Hooker [00:01:30–00:01:36] and I had fun with Doug.
Doug's people are from Alabama and I'm from Alabama. Doug, I'm
Cal Evans [00:01:34–00:01:41] but I slipped into my Alabama voice and it was a bit weird. But I just wanted to let you
Ray Hooker [00:01:36–00:01:42] sorry Doug McCormick up in Yolaha and we had fun but I slipped into my
Cal Evans [00:01:41–00:01:45] know that that's the reason the reason that you weren't the very first one is I wanted to
Ray Hooker [00:01:42–00:01:48] Alabama voice and it was a bit weird but I just wanted to let you know that
Cal Evans [00:01:45–00:01:51] make sure I had gotten my format down and knew what I was doing before I show up to like
Ray Hooker [00:01:48–00:01:52] that's the reason the reason that you were the very first one is I wanted to
Cal Evans [00:01:51–00:01:55] you or Mark. And I was really hoping to do Fishhawk. Matter of fact, I might still see
Ray Hooker [00:01:52–00:01:56] make sure I had for sure gotten my format down and knew what I was doing
Cal Evans [00:01:55–00:02:02] if I can get Matthew to just come, let me come out there and talk to him.
And Joe? Is Joe
Ray Hooker [00:01:56–00:02:06] before I show up to like you or Mark and I was really hoping to do fish talk. I might still see if I get Matthew just come let me come out there and talk to
Cal Evans [00:02:02–00:02:08] the old guy? Which one's the old my age? Okay, no, there's an old big guy.
Okay, I didn't
Ray Hooker [00:02:06–00:02:14] him. Joe yeah he's Joe the old guy. I'm my age. Okay no there's a Joe's a big guy
Cal Evans [00:02:08–00:02:14] meet him. Matthew is the younger kid, I think, and he was the one that did the distillery
Ray Hooker [00:02:14–00:02:20] really big guy.
I didn't meet him. Matthew is the younger kid I think and he
Cal Evans [00:02:14–00:02:20] tour when I was out there. I fell in love with that place. It was heartbroken when they
Ray Hooker [00:02:20–00:02:24] was the one that did the distillator when I was out there and I fell in love
Cal Evans [00:02:20–00:02:25] were shutting it down. But for one understand, they're buying somebody else.
The county shut
Ray Hooker [00:02:24–00:02:28] that place. Yeah heartbroken when they were shutting it down before I
Cal Evans [00:02:25–00:02:32] them down. If you ever been there? No, but I know Joe. You go through a neighborhood and
Ray Hooker [00:02:28–00:02:33] understand they're buying somebody else.
They shut down. The county shut them down. Cal Evans [00:02:32–00:02:39] then 10 minutes of dirt road to get to their place. Yeah, the county zoned or said they
Ray Hooker [00:02:33–00:02:44] Have you ever been there? No but I know Joe.
You go through a neighborhood and then ten minutes of dirt road to get to their place. Yeah and yeah the county
Cal Evans [00:02:39–00:02:52] were on some kind of extension. And the county said, we're not going to extend anymore. You can't do this. Okay, let's go over our questions real quick.
Just before I get up and fire everything
Ray Hooker [00:02:44–00:02:55] zoned or said they were on some kind of extension and the county said we're not going to extend anymore. You can't do this. Oh wow I got a cold Joe. Okay let's go over
Cal Evans [00:02:52–00:03:01] up. Your third generation Indian River, was this about building something for liquor?
Or
Ray Hooker [00:02:55–00:03:08] our questions real quick just before I get up and fire everything up. Your third generation Indian River was this about building something for liquor or with
Cal Evans [00:03:01–00:03:14] was this more about building a legacy here in Indian County? Community. That's so many people. Family oriented and community.
You know, most everybody I talk to is like that. Ray Hooker [00:03:08–00:03:20] this more about building a legacy here in Indian County community building community. Yeah family oriented and community. Most everybody I talk to is like that. Cal Evans [00:03:14–00:03:20] You spent 14 years building other side services, pest control?
And landscape. Okay. And you
Ray Hooker [00:03:20–00:03:26] You split 14 years building other side services pest control and landscaping. Cal Evans [00:03:20–00:03:33] go to 19 employees and then you walked away from it. What was the moment that said, it's time to go do this?
I understand that the story started around campfire. Let's talk about
Ray Hooker [00:03:26–00:03:38] And you go to 19 employees and then you walked away from it. What was the moment that said it's time to go through this. I understand that the story started
Cal Evans [00:03:33–00:03:38] that. You know, what got you from, I'm sitting around going, this is good.
We should make
Ray Hooker [00:03:38–00:03:43] a campfire. Yep. Let's talk about that. Okay. Well what got you from I'm sitting
Cal Evans [00:03:38–00:03:45] this to, oh my God, I own a still.
And zoning. They didn't have zoning for this in the county
Ray Hooker [00:03:43–00:03:47] around going this is good we should make this to oh my god I want to steal. Yeah. Cal Evans [00:03:45–00:03:51] or the city. So let's walk through that because I always like that.
Doug was involved in
Ray Hooker [00:03:47–00:03:53] So and zoning they didn't have zoning for this and the county or the city. Yeah so
Cal Evans [00:03:51–00:03:56] helping getting the laws changed so that you could and you could sell there in your store. Ray Hooker [00:03:53–00:03:58] let's walk through that because I always like that. Doug was involved in
Cal Evans [00:03:56–00:04:02] And so I like those kind of stories that show that you're helping build something beyond
Ray Hooker [00:03:58–00:04:03] helping getting the laws changed so you could and you could sell if they're in
Cal Evans [00:04:02–00:04:09] just here. The Ashley gang.
I'm going to lead into it. But basically I've got a whole, I've
Ray Hooker [00:04:03–00:04:15] the store. So unlike those kind of stories show that you're helping build something beyond just here. Yeah. The Ashley game.
I'm going to leave into it but
Cal Evans [00:04:09–00:04:16] got two questions on that. You know, you've got Rayland's Reserve, you got JHA Rye. They're
Ray Hooker [00:04:15–00:04:18] basically I got a whole I've got two questions on that. Oh you know you've
Cal Evans [00:04:16–00:04:22] all named for people who operated right here. How did the Ashley, Ashley gang become one
Ray Hooker [00:04:18–00:04:24] got Rayland's Reserve.
You got J.J. Rye. They're all named for people who
Cal Evans [00:04:22–00:04:30] of your brand supports? And then how does it feel to make whiskey and rum in a place that's
Ray Hooker [00:04:24–00:04:36] operated right here. How did the Ashley actually gain become one of your brand support.
Sure. And then how does it feel to make whiskey and rum in a
Cal Evans [00:04:30–00:04:37] directly connected to people like that? You know, they were hijacking rum ship hits from
Ray Hooker [00:04:36–00:04:41] place that's directly connected to people like that. You know they were
Cal Evans [00:04:37–00:04:43] the Bahamas, you know. Treasure Fleet Silver.
Is that true? You're still actually has? Ray Hooker [00:04:41–00:04:49] hijacking rum ship hits from the Bahamas. Treasure Fleet Silver. Is that true?
Cal Evans [00:04:43–00:04:49] We have a piece of the silver that we put in the still. Okay. And we made it. It's probably
Ray Hooker [00:04:49–00:04:54] You're you're still actually had. We have a piece of the silver that we put in
Cal Evans [00:04:49–00:04:55] still, it's still sitting in there right now.
That is very cool. Well, we'll want to know
Ray Hooker [00:04:54–00:04:58] the still when we make it. It's probably still it's still sitting in there right
Cal Evans [00:04:55–00:05:00] about that. I didn't know if Mandy was going to be here, but I have a question about her. Ray Hooker [00:04:58–00:05:04] now.
When we made it. That is very cool. Well we want to know about that. I didn't
Cal Evans [00:05:00–00:05:06] She's a beekeeper and keeps plants and bees on your property. And you just, you talked
Ray Hooker [00:05:04–00:05:07] know if Nanny was going to be here but I have a question about her.
She's a
Cal Evans [00:05:06–00:05:11] about early on some sour orange cello from Wild 4 oranges. You know, how much of that
Ray Hooker [00:05:07–00:05:13] beekeeper and keeps plants and bees on your property and you just you talked
Cal Evans [00:05:11–00:05:15] original vision is in what you're bottling these days and how much of it is still on
Ray Hooker [00:05:13–00:05:18] about early on some sour orange cello from wild for oranges. You know how much of
Cal Evans [00:05:15–00:05:21] the drawing board? Yeah. Let's talk about your not our whiskey.
You know, you were very
Ray Hooker [00:05:18–00:05:22] that original vision is in what you're bottling these days and how much of it
Cal Evans [00:05:21–00:05:26] honest about the fact this is not our whiskey. And how did people react to that? Obviously
Ray Hooker [00:05:22–00:05:27] is still on the drawing board. Yeah. Let's talk about your not art whiskey.
You
Cal Evans [00:05:26–00:05:34] if you're still here, people took to it. So this one's wild to me. You round a county-wide
Ray Hooker [00:05:27–00:05:38] know you were very honest about the fact this is not art whiskey. And how do you people react to that? Obviously we still hear people took to it.
So this one's
Cal Evans [00:05:34–00:05:41] historical scavenger hunt for bottle number 100 of your centennial limited release. And
Ray Hooker [00:05:38–00:05:44] wild to me. You route a county wide historical scavenger hunt for bottle
Cal Evans [00:05:41–00:05:47] you were routing people through landmarks, forgotten landmarks. Talk about the root and
Ray Hooker [00:05:44–00:05:49] number 100 of your centennial limited release. And you were routing people
Cal Evans [00:05:47–00:05:51] did anybody actually find the bottle?
Did they? Okay. We're going to give you a chance
Ray Hooker [00:05:49–00:05:55] through landmarks forgot landmarks. Talk about the route and did anybody actually
Cal Evans [00:05:51–00:05:56] to talk all about that. You've been here since the 1870s.
Your family's been here since
Ray Hooker [00:05:55–00:06:01] find the bottom. Yeah. We're going to give you a chance to talk about that. You've
Cal Evans [00:05:56–00:06:02] the 1870s. You grew up here and you said that Florida gets reduced to beaches and theme parks.
Ray Hooker [00:06:01–00:06:06] been here since the 1870s. You grew up here and you said that Florida gets
Cal Evans [00:06:02–00:06:07] When people come here and sit down, what's the version of Florida that you try to show
Ray Hooker [00:06:06–00:06:11] reduced to beaches and theme parks. When people come here and sit down. What's the
Cal Evans [00:06:07–00:06:12] them? And that's it.
We're going to finish up with that. Any problems with those? Okay. Ray Hooker [00:06:11–00:06:16] version of Florida that you try to show. Yeah.
And that's it. We're going to finish
Cal Evans [00:06:12–00:06:22] Let me fire it all up. Oh, no. You have to hold it and you need about a fist distance. Okay.
Ray Hooker [00:06:16–00:06:30] up with that. Perfect. Any problems with us? Nope. I'm good.
Let me fire it all up. Now the mic it can just stay here. Right. You have to hold it. You have to hold it.
Okay. You'll see
Cal Evans [00:06:22–00:06:33] And you'll see me doing this. If you do this, then I have to figure out how to jack it up when I'm doing post-production. So keep them right here. Although with your voice, I
Ray Hooker [00:06:30–00:06:37] me doing this.
If you do this then I have to figure out how to jack it up when I'm
Cal Evans [00:06:33–00:06:37] don't think we're going to have any problem. You got one of those beautiful bass voices. Ray Hooker [00:06:37–00:06:40] doing post production. Okay. Right here.
Although with your voice I don't think we're
Cal Evans [00:06:37–00:06:42] Okay. That's good. My daddy's same page. Ray Hooker [00:06:40–00:07:01] going to have any problem. That's because my daddy sang bass.
And you're going to rock
Cal Evans [00:06:42–00:07:11] Okay. Can you try the clip-on mic? Yes. Actually, I have clip-ons for these. They work
Ray Hooker [00:07:01–00:07:15] the whole time.
Have you tried the clip-on mics? Yes. Actually I have clip-ons for
Cal Evans [00:07:11–00:07:19] okay. But the problem is, first of all, if I have any woman, then they've got to run
Ray Hooker [00:07:15–00:07:24] these. They work okay but the problem is first of all if I have any woman then
Cal Evans [00:07:19–00:07:25] their own wires because I've been doing video for 40 years.
So when I do those kind of things,
Ray Hooker [00:07:24–00:07:30] they've got to run their own wires because I've been doing video for 40 years. So
Cal Evans [00:07:25–00:07:34] I run them up under the shirts and stuff. I can't help them with that. And second of all, not a lot of people are comfortable with that. Everybody knows the stick mic.
So I just
Ray Hooker [00:07:30–00:07:35] when I do those kind of things I run them up in the church and so I can't help them
Cal Evans [00:07:34–00:07:39] and I know I can get the sound out of them. But those mics, if you take that little thing
Ray Hooker [00:07:35–00:07:39] with that. And second of all not a lot of people are comfortable with that. Everybody
Cal Evans [00:07:39–00:07:47] off, that's just a new bill of mic and a $14 plastic stick. I'll show you the mics that
Ray Hooker [00:07:39–00:07:54] knows the stick mic.
Yeah. And I know I can get the sound out of them. But those mics if you take that whole thing off that's just maybe a little mic and a $40 plastic stick. I'll show
Cal Evans [00:07:47–00:08:00] I have. Okay.
I would use them for social stuff. And I have a podcast plan that I'm probably never going to get to. Well, if you do, give me a holler. Like I said, I, and Lord knows
Ray Hooker [00:07:54–00:08:14] you the mics that I have. Okay.
I was using them for social stuff and I have a podcast plan that I'm probably never going to get to. And they're a little bluetooth clip on
Cal Evans [00:08:00–00:08:16] I've got the gear. And they're a little blue to clip-on mic. So there's no wire with it. Oh, okay.
And the sound seems to be good. These, you can actually clip the plastic, the little
Ray Hooker [00:08:14–00:08:19] mics so there's no wire with it. Okay. And the sound seemed pretty good. Cal Evans [00:08:16–00:08:24] square, you can actually clip it there.
But it's hit or miss with the sound. And I just, I'm paranoid
Ray Hooker [00:08:19–00:08:26] You can actually clip the plastic, the little square. You can actually clip it there but it's
Cal Evans [00:08:24–00:08:29] that I'm going to get home. And I'm not going to have good sound. Because if I've got that sound,
Ray Hooker [00:08:26–00:08:32] hit or miss with the sound sometimes.
Gotcha. And I just am paranoid that I'm going to get
Cal Evans [00:08:29–00:08:44] I can fix just about anything else. Yeah, because it's got the sticker. I'm going to have to figure
Ray Hooker [00:08:32–00:08:55] home and I'm not going to have that sound. Because if I've got that sound I can fix just about anything else.
I'm going to have to figure that out for just a second. Okay. I got that. Cal Evans [00:08:44–00:09:01] that out for just a second. Okay, I got that.
Okay. Be careful. Generally speaking, you and I are just going to sit here and talk. Okay. That, when I'm talking, that's the camera that
Ray Hooker [00:09:00–00:09:08] Generally speaking you and I are just going to sit here and talk.
Okay. That when I'm talking
Cal Evans [00:09:01–00:09:13] will be on. When you're talking, that's the camera going to be on. And it's going to be zoomed in so I'm out of it. So, you know, if you want to look at the audience, if you're
Ray Hooker [00:09:08–00:09:20] that's the camera that we'll be on.
When you're talking that's the camera going to be on and it's going to be zoomed in so I'm out of it. Okay. So if you want to look at the audience if you're
Cal Evans [00:09:13–00:09:28] talking, look at that one. Okay. Oh, and one other thing, would you hold both of those mics very close together?
Okay. It gives me an edit point. Okay. Okay. Third generation.
Ray Hooker [00:09:20–00:09:41] talking look at that one. Okay. Okay. And one other thing would you call both of those mics very close together. Okay.
Excuse me at a point. Okay. Okay. Okay. Okay.
Okay. Okay. Okay. Cal Evans [00:09:28–00:09:43] Okay. And I knew that.
Okay. And five, four. Hi there. My name is Cal Evans. And this is
Ray Hooker [00:09:41–00:09:52] Okay.
And five, four. Hi there. My name is Cal Evans and this is Hearts and Tales. Hey. I'm here
Cal Evans [00:09:43–00:09:54] Hearts and Tails.
Hey, I'm here in one of my favorite distilleries here in Florida, Indian River here in Vero Beach. And my guest is the master distiller, co-owner,
Ray Hooker [00:09:52–00:09:59] in one of my favorite distilleries here in Florida, Indian River here in Birobeat and my guest is the
Cal Evans [00:09:55–00:10:00] chief bottle washer and everything, Ray Hooker. Ray, thank you so much for taking the time out of
Ray Hooker [00:09:59–00:10:06] master distiller, co-owner, chief bottle washer and everything, Ray Hooker. Ray, thank you so much
Cal Evans [00:10:00–00:10:10] your busy schedule today to be with us here. Because you've got some fascinating stories, and I just can't wait to tell everybody.
So first, I'll correct you. I'm not a master distiller. Ray Hooker [00:10:06–00:10:11] for taking the time out of your busy schedule today to be with us here because you've got some
Cal Evans [00:10:10–00:10:16] Okay. Head distiller. Okay.
I honestly did not know that there were
Ray Hooker [00:10:11–00:10:21] fascinating stories and I just can't wait to tell everybody. So first I'll correct you. I'm not a master distiller. We're going to call it head distiller. Head distiller.
Yeah. Okay. Yeah. I
Cal Evans [00:10:17–00:10:22] gradations. I assume, since you were the main distiller here, that that made you the master
Ray Hooker [00:10:21–00:10:27] honestly did not know that there were gradiation.
I assume since you were the main distiller here
Cal Evans [00:10:22–00:10:46] distiller. But I learned something new on every one of you. Not a lot of people are
Ray Hooker [00:10:27–00:10:51] that that made you the master distiller. Yeah. A lot of people think that but a master distiller means he's mastered the craft completely.
It means he knows every aspect of it whether it be vodka, gin, rum, tequila, brandy and the sourcing, the horticulture, all of the above. So it's
Cal Evans [00:10:47–00:10:50] did not realize it. Well, it's a turn that should be revered. It's thrown around. Ray Hooker [00:10:51–00:10:57] I'm not there.
Not a lot of people are. It's a term that should be revered that's thrown around
Cal Evans [00:10:51–00:11:01] Like I said, I learned something new every time I do one of these, and I appreciate you to let me know. Hey, like I said, we're here in Indian, Indian River County. And your third generation,
Ray Hooker [00:10:57–00:11:01] willy-nilly. Like I said, I learned something new every time I do one of these and I appreciate
Cal Evans [00:11:01–00:11:08] your grandfather used to farm the North end of John's Island.
Your dad grew up here, you grew up here,
Ray Hooker [00:11:01–00:11:08] you let me know. Sure. Hey, like I said, we're here in Indian River County and your third generation,
Cal Evans [00:11:08–00:11:16] your son was born here and is growing up here. When you decided to build this business,
Ray Hooker [00:11:08–00:11:18] your great grandfather, your grandfather used to farm the north end of John's Island, your dad grew up here, you grew up here, your son was born here and is growing up here. Cal Evans [00:11:17–00:11:23] how much of it was I just wanted to steal liquor and how much was it I want to build something for
Ray Hooker [00:11:19–00:11:27] When you decided to build this business, how much of it was I just wanted to still liquor
Cal Evans [00:11:23–00:11:45] the community?
That's very cool. And we're going to talk about some of those brands in a
Ray Hooker [00:11:27–00:11:46] and how much was it I want to build something for the community. It's a little bit of both. We wanted to use our passions in doing craft spirits to teach people the history of our area. That's why all of our brands have a specific tie to local history.
Cal Evans [00:11:45–00:11:51] little bit, because I was very surprised at some of the stuff y'all got going, but it's good stuff. Ray Hooker [00:11:47–00:11:53] That's very cool. We're going to talk about some of those brands in a little bit because I was
Cal Evans [00:11:51–00:11:57] I have done two tastings here, and I can attest to the fact that I can't attest to the fact that it
Ray Hooker [00:11:53–00:11:59] very surprised at some of the stuff y'all got going but it's good stuff. I have done two
Cal Evans [00:11:57–00:12:03] is well made or something like that, because I'm a rum snob. I don't know the details of it.
I know
Ray Hooker [00:11:59–00:12:05] tastings here and I can attest to the fact that I can't attest to the fact that it is well made or
Cal Evans [00:12:03–00:12:12] what I like and I like the stuff that y'all make here. Now, you spent 14 years in a pest control and
Ray Hooker [00:12:05–00:12:18] something like that because I'm a rum snob. I don't know the details of it. I know what I like and I like the stuff that y'all make here. I appreciate that.
Now, you spent 14 years in a
Cal Evans [00:12:12–00:12:18] landscaping company called Otherside Services. You built that up to 19 employees from scratch,
Ray Hooker [00:12:18–00:12:24] pest control and landscaping company called Otherside Services. You built that up to 19 employees
Cal Evans [00:12:18–00:12:25] and then you decided enough, and you walked away from it, and you built this. What was the turning
Ray Hooker [00:12:24–00:12:31] from scratch and then you decided enough and you walked away from it and you built this. Cal Evans [00:12:25–00:12:57] point?
Landscaping out for some in four years, it beats you up. You do that, you're not how they
Ray Hooker [00:12:32–00:12:58] What was the turning point? I was tired. Landscaping out in the sun in Florida for 15 or 20 years, it beats you up. I started getting not passionate about it and I think if you're not passionate about what you're doing in business, it's time to pull the rip cord.
It really is. You don't want to be a robot in small business. Cal Evans [00:12:57–00:13:06] know what they've said. Yeah, that's very true. Now, the way I understand it, the story that I've
Ray Hooker [00:12:58–00:13:06] If you do that, you're not passionate about that.
That translates over to your customers and whether or not they know it, they see it and they understand that. Cal Evans [00:13:06–00:13:14] heard is you were sitting around in a campground drinking, and back in 2014, and somebody poured
Ray Hooker [00:13:06–00:13:15] Yeah. Very true. Now, the way I understand it, the story that I've heard is you were sitting around
Cal Evans [00:13:14–00:13:19] something good and said, wouldn't it be great if we could make this? But it was eight years before
Ray Hooker [00:13:15–00:13:22] in a campground drinking and back in 2014 and somebody poured something good and said,
Cal Evans [00:13:19–00:13:25] you actually kicked in.
What happened during that gap that said, this is what I want to do. Ray Hooker [00:13:22–00:13:32] wouldn't it be great if we could make this? But it was eight years before you actually kicked in. What happened during that gap that said, this is what I want to do? Cal Evans [00:13:28–00:13:28] Okay.
Ray Hooker [00:13:32–00:13:42] We moved really slow. The idea was we were at our camp in the woods and when you say campground,
Cal Evans [00:13:41–00:13:41] Oh, wow. Ray Hooker [00:13:42–00:14:39] you think a KOA campground or an RV campground, this was a camp in the Florida scrub. You have to go in four-wheel drive to get to the camp. No electricity, no water, no things like that, nobody around.
A few friends and myself too in particular, we got the idea that we wanted to build stills. We all built stills and started playing around with it. Turns out one of them was better at building stills and I was better at actually distilling. I had more of an interest in that aspect of it. I still have that still back there today just to kind of look at.
We were drinking some of the things that each one of us had made and we thought, hey, this would be pretty cool. You start doing reading about it and seeing that, hey, crap distilling is a thing. Maybe we could do this. I'm passionate about it. I'm okay at it.
Cal Evans [00:14:32–00:14:32] Yeah. Ray Hooker [00:14:39–00:15:06] Let's do this and try to make a living at it. In doing that, it took us eight years because we had a current business we were doing. We tried to make a stab at it to see if we could do it with our other business. Still running and Mandy and I kind of came to the conclusion that if we start another business and are passionate about it, we're going to dilute each one of them.
Cal Evans [00:15:02–00:15:02] Yeah. Ray Hooker [00:15:06–00:15:16] We're not giving our all to either of them. That's when we said, okay, if we're going to do it, we're going to do it right. We started optimizing or making our business to where it would be
Cal Evans [00:15:16–00:15:23] Fascinating. And I have a brother-in-law that does landscaping up in Alabama,
Ray Hooker [00:15:17–00:15:32] good to sell.
We listed our business, sold our business and then went all in on this. Fascinating. I have a brother-in-law that does landscaping up in Alabama. I know a little bit
Cal Evans [00:15:23–00:15:34] and so I know a little bit about the the heat issues and the humidity issues. It's not Florida, but Alabama's, you know, Southern Alabama's hot.
So yeah, I can see that. And you know,
Ray Hooker [00:15:32–00:15:38] about the heat issues and the humidity issues. It's not Florida, but Alabama is hot. Cal Evans [00:15:34–00:15:41] until you've found your passion, and that's fascinating, and I want to get some pictures of the
Ray Hooker [00:15:38–00:15:50] It's hot. It's hot, humid.
It sure is. You found your passion and that's fascinating. I want to get some pictures of the stills and if
Cal Evans [00:15:41–00:15:55] stills. And if you've got the old still, I definitely want to get a picture of that. So, but when you decided you found out that the city and the county just didn't have a way to say,
Ray Hooker [00:15:50–00:15:52] you've got the old stills, I definitely want to get a picture.
Cal Evans [00:15:55–00:15:59] okay, they didn't have anything that would allow your zoning that would allow you to set up a
Ray Hooker [00:15:55–00:16:02] When you decided, you found out that the city and the county just didn't have a way to say,
Cal Evans [00:15:59–00:16:05] distillery. Talk to us about the process that you had to go through just to be able to build this
Ray Hooker [00:16:02–00:16:06] okay, they didn't have anything that would allow your zoning that would allow you to set up a
Cal Evans [00:16:05–00:17:00] place. Because if something is that a legislative change, so that means we can entertain it,
Ray Hooker [00:16:06–00:17:05] distillery. Talk to us about the process that you had to go through just to be able to build this I learned a lot. One of the things that I learned, I never go to government and say, can I do this?
I word it as in how can I do this? How do I make this happen? And through asking that question, they said, well, there's no way to do this with our current laws and our current zoning regulations because if something isn't allowed by zoning, that means it's not allowed. So none of the zoning areas in our county allowed the craft distillery. How do we do that?
Well, we have to change the zoning ordinances. Okay, how do we do that? And that's a legislative change. So that means we have to propose it to the planning and zoning
Cal Evans [00:17:01–00:17:11] then they have to have that meeting entering the day and at night, and they have to be a
Ray Hooker [00:17:05–00:17:13] board. They have to entertain it.
Then they have to have that meeting and two meetings for public
Cal Evans [00:17:11–00:17:17] circle on a time apart. So that whole process takes a couple of months to happen. Then when they
Ray Hooker [00:17:13–00:17:18] comments. The meeting has to be during the day and at night, and they have to be a certain amount
Cal Evans [00:17:17–00:17:26] approve it in the city, none of the residents have a problem with it, then they kick it up to the same
Ray Hooker [00:17:18–00:17:30] of time apart. So that whole process takes a couple of months to happen.
Then when they approve it, nobody in the in the city, none of the the residents have a problem with it, then they kick
Cal Evans [00:17:26–00:17:33] process starts over, and they have to discuss it during the day. They have to have a meeting
Ray Hooker [00:17:30–00:17:36] it up to the city council. And then the same process starts over again. They have to discuss
Cal Evans [00:17:33–00:17:43] during the night, and they vote on it. True of doing that, it costs about $5,000 this
Ray Hooker [00:17:36–00:17:46] it.
They have to have a meeting during the day. They have to have a meeting during the night. They have to be a certain amount of time apart. And then they vote on it. And then it's passed.
And for
Cal Evans [00:17:43–00:17:58] idea here. Wow. So we did that. Oh, well, we have breweries. You're okay.
Ray Hooker [00:17:46–00:18:12] the pleasure of doing that, it cost about $5,000 to the city of Europe. So we did that. And no one in the city or in our government really understood what a distillery was, because we have breweries locally. So they said, Oh, well, we have breweries. You're okay.
It's a little different than that. You know, it's a completely different law. And so we had to educate the
Cal Evans [00:18:09–00:18:16] Fascinating. And I had no idea that there was even a cost to it. I thought you just went and
Ray Hooker [00:18:12–00:18:23] entire process, all of our our local government.
Hmm. Fascinating. And I had no idea that there was even a cost to it. I thought you just went
Cal Evans [00:18:16–00:18:24] asked, and they said, oh, sure. That would have been nice.
Now, on to a little more fun topic than
Ray Hooker [00:18:23–00:18:28] and asked and they said, Oh, sure. That would have been nice. Yeah. Yeah, that would have been nice. Cal Evans [00:18:24–00:18:34] government, but I love hearing how people knock through the walls.
I've talked to Doug McCormick
Ray Hooker [00:18:28–00:18:37] Now, onto a little more fun topic than government, but I love hearing how people not through the
Cal Evans [00:18:34–00:18:40] up at Yolaha about the legislative process of getting it able to do this here in Florida,
Ray Hooker [00:18:37–00:18:45] walls. Talk to Doug McCormick up in Yolaha about the legislative process of getting it able to
Cal Evans [00:18:40–00:18:51] and being able to sell your own product and cocktails and stuff. He went into the link and then it was fascinating. So I love hearing about that. But the the other side of
Ray Hooker [00:18:45–00:18:57] do this here in Florida and being able to sell your own product and cocktails and stuff.
And he went into the length of it and is fascinating. So I love hearing about that. But the the other
Cal Evans [00:18:51–00:18:58] it is now that you're doing this, you're having fun at it. You use a notorious gang
Ray Hooker [00:18:57–00:19:05] side of it is now that you're doing this, you're having fun at it. You use a notorious game
Cal Evans [00:19:00–00:19:09] as one of your the brands, the Ashley gang here in Florida, and you've got the notorious Ashley
Ray Hooker [00:19:06–00:19:16] as one of your the branch, the Ashley game here in Florida.
And you've got the notorious Ashley
Cal Evans [00:19:09–00:19:21] gang corn corn whiskey. You've got Ray Lynn's Reserve, JHA rye. These are all real people that were here in Indian County, and not great people, but they're legend now. Talk to us a little bit
Ray Hooker [00:19:16–00:19:22] game corn corn whiskey. You've got Ray Lynn's Reserve, JHRI.
These are all real people that
Cal Evans [00:19:21–00:19:27] about how you decided to say, I want this as part of my brand. Well, it's a part of our history. Ray Hooker [00:19:22–00:19:28] were here in Indian County and not great people, but their legend now. Talk to us a little bit
Cal Evans [00:19:27–00:20:42] Yeah. And you say they're not free.
Yeah. It's an excellent point. And I did not mean to frame them. Ray Hooker [00:19:28–00:20:43] about how you decided to say, I want this as part of my brand. Well, that's a part of our history.
The notorious Ashley gang, their reign ended right here in Indian River County. And you say they're not great people, but were they bad people? I mean, they did bad things, of course. But a lot of people, a lot of people really liked them and respected them. You know, there's plenty of stories to where, you know, there was a single mother, the husband had passed away and she was going to lose her house or her property and then money showed up or food showed up, things like that.
So there's a, there's a good and bad to every situation and there's good and bad to every story. And they had a lot of it on both sides. At this time in Florida, there was no mosquito control, there was no air conditioning. Florida was a wild, wild place. If we had those situations now, Florida's population would not be what it is.
People that lived here at that time were just different. They were a different breed. They had different laws. They had different ethics and morals. You know, we need to understand that and we need to put that time frame and context when we talk
Cal Evans [00:20:43–00:20:48] You're right.
They did some bad things at all. They did some bad things. I just find it interesting,
Ray Hooker [00:20:43–00:20:52] about those guys. No offense taken at all. You know, no offense.
Cal Evans [00:20:48–00:20:54] and as a matter of fact, I made the mistake. We were here at the Treasure Coast Spirits Festival,
Ray Hooker [00:20:53–00:20:58] I just find it interesting. As a matter of fact, I made the mistake. We were here at the
Cal Evans [00:20:54–00:21:01] and I had an absolute ball at that. I was a little over-served.
But I got to Yolaha's tent,
Ray Hooker [00:20:58–00:21:04] Treasure Post Craft Spirit Festival. Yep. And I had an absolute ball at that. I was a little over
Cal Evans [00:21:01–00:21:07] and I was telling Mandy, I said, well, Yolaha's just repackaging somebody else's, because I really
Ray Hooker [00:21:04–00:21:12] served, but I got to y'all's tent and I was telling Mandy, I said, well, y'all were just
Cal Evans [00:21:07–00:21:13] didn't think that was Yolaha's, and she corrected. So I said, no, no.
This is ours. And that's when
Ray Hooker [00:21:12–00:21:16] repackaging somebody else's because I really didn't think that was y'all's and she corrected
Cal Evans [00:21:13–00:21:18] I started, and then once I started doing the research for this episode, I'm like, oh, I get that. Ray Hooker [00:21:16–00:21:21] so, no. This is our brand. Yeah, absolutely.
And, you know, that's when I started and then
Cal Evans [00:21:20–00:21:25] They were Robin Banks. The thing I love, they were hijacking rum shipments out of the Bahamas. Ray Hooker [00:21:21–00:21:26] once I started doing the research for this episode, I'm like, oh, I get that. Yeah. Cal Evans [00:21:25–00:21:38] Oh, they're committed.
Really? Yeah, they went to Bahamas. Wow. And John Ashley was killed at the
Ray Hooker [00:21:26–00:21:44] You know, they were robbing banks. They were hijacking Rome shipments out of the Bahamas.
The last American pirates. Really? Yeah, they went and hijacked that shipment from the Bahamas. And they took the money back with them too. So, that was the British crown.
Wow. And John actually
Cal Evans [00:21:38–00:21:45] Sebastian River Bridge here in Indian River County. How does it feel to be making whiskey and
Ray Hooker [00:21:44–00:21:52] was killed at the Sebastian River Bridge here in Indian River County. How does it feel to be making
Cal Evans [00:21:45–00:22:32] rum in a place that's directly connected with that kind of legend? I can't think of any other way to do it.
Hmm. Hmm. Yeah. Hmm. A lot of people don't realize that.
Hmm. Yep. Well, that's where the
Ray Hooker [00:21:52–00:22:34] whiskey and rum in a place that's directly connected with that kind of legend? I can't think of any other way to do it. I couldn't think of just calling this Indian River distillery whiskey.
It's, we want to teach people about our area. We want people to understand that Florida isn't just Mickey Mouse and it's not just South Beach and parties and big cities. We have a very diverse history. We have a very storied agricultural past. Florida is still one of the largest cattle producers in the US.
A lot of people don't realize that. Florida had cowboys in the 1600s
Cal Evans [00:22:32–00:22:38] term crackers comes from. So, yeah. So Florida crackers. They can't wait to come and do the woods.
Ray Hooker [00:22:34–00:22:41] before Texas was even a thought in someone's mind. That's where the term crackers come from. Cal Evans [00:22:38–00:22:44] Yep. That's fascinating. I love the fact that in two or three of these questions,
Ray Hooker [00:22:41–00:22:45] Florida cracker?
Yeah. So, the cow whip coming through the woods. Yeah. Cal Evans [00:22:44–00:22:51] you've leaned into community. And so many of the distilleries that I talked to,
Ray Hooker [00:22:47–00:22:53] That's fascinating.
I love the fact that two communities came into community. Cal Evans [00:22:52–00:22:59] they are about their community. They're not just here to sell liquor. There's a couple of them out
Ray Hooker [00:22:56–00:23:02] So many of the distilleries that I talked to, they are about their community. They're not just here
Cal Evans [00:22:59–00:23:05] there.
I've not interviewed any of them, but we've talked about a couple of them. And I respect
Ray Hooker [00:23:03–00:23:09] to sell liquor. This is a couple of them out there. I've not interviewed any of them but
Cal Evans [00:23:05–00:23:12] the fact that that's what they want to do. But I love the fact that so many of y'all lean into
Ray Hooker [00:23:09–00:23:14] we've talked about a couple of them and I respect the fact that that's what they want to do.
Cal Evans [00:23:12–00:23:35] the community that you're in. I agree. That's the price you paid to be in business. Yeah. Ray Hooker [00:23:14–00:23:42] But I love the fact that so many of y'all lean into the community.
That's how business should be done. That's how business should be done. You need to be additive to your community and everything that you're doing in business. I've been in our local rotary club for 20 years. I've been president twice.
I gave so many volunteer hours. That's part of it. That's the price you pay to be in business. Cal Evans [00:23:38–00:23:48] And it shows. So, treasure fleet rum, or silver, treasure fleet rum silver.
Your website actually
Ray Hooker [00:23:42–00:23:49] And I believe that wholeheartedly. It shows. So, treasure fleet realm,
Cal Evans [00:23:48–00:23:57] says that your still has some of the silver from the 1715 fleet that sunk off the coast. And that's
Ray Hooker [00:23:50–00:23:58] silver, treasure fleet realm silver. Your website actually says that your still has some of the
Cal Evans [00:23:57–00:24:15] why they call this the treasure coast because stuff is still washing up.
Yeah. Still back there. Mm-hmm. Ray Hooker [00:23:59–00:24:19] silver from the 1715 fleet that sunk off the coast. And that's why they call this the treasure coast because stuff is still there.
It's still there. And there are leases by the state of Florida and treasure hunters that are out there constantly constantly trying to find this treasure. They
Cal Evans [00:24:19–00:24:53] But you got some in your still. Tell me. Tell me about that.
Mm-hmm. Awesome. I say that better. Ray Hooker [00:24:19–00:24:58] just found a lot of it last year. Millions and millions and millions of dollars worth of this treasure.
But you got some in your still. We do. Yeah. Yeah. Tell me.
Yeah. We have the the piece of eight. So, it's a piece of silver from the 1715 treasure fleet. It's you know 300 year old silver from you know from from Spain or Mexico or wherever it was. And we put that in the still.
And every bit of our treasure fleet realm. It's the spirit of the 1715 treasure fleet. And I say that and you say,
Cal Evans [00:24:54–00:24:59] I don't care. It's a cool story, man. It's an awesome story.
And I can tell you one thing,
Ray Hooker [00:24:58–00:25:03] Ray, does that silver make it any better? And I said, I don't care. It's a cool story, man. Cal Evans [00:24:59–00:25:06] it doesn't hurt because I've had your rum. Your rum is some good stuff.
And so, you know,
Ray Hooker [00:25:03–00:25:09] It's cool. Yeah. And I can tell you one thing. It doesn't hurt because I've had your room. Cal Evans [00:25:06–00:25:12] whatever you're putting in there, keep doing it, you know, because this is our third time up here.
Ray Hooker [00:25:09–00:25:15] Your room is some good stuff. Thank you. And so, you know, whatever you're putting in there,
Cal Evans [00:25:12–00:25:16] And we just love, you know, y'all are only an hour and a half up the road. But we love just
Ray Hooker [00:25:15–00:25:19] keep doing it. Yeah.
Thank you. Because this is our third time up here and
Cal Evans [00:25:16–00:25:20] coming up here. Y'all got live music. It's a fun place to hang out. Ray Hooker [00:25:20–00:25:23] we just love, you know, you know, we're only an hour and a half up the road.
But we love just
Cal Evans [00:25:21–00:25:28] Now, your wife, who I met at the Spirits Festival, Mandy, is a beekeeper. And she keeps
Ray Hooker [00:25:23–00:25:28] coming up here. You got live music. We just, it's a fun place to hang out. We love having you.
Cal Evans [00:25:28–00:25:36] medicinal plants on your property. And she describes herself as a plant nerd. Early on,
Ray Hooker [00:25:28–00:25:43] Now, real life, who I met at the Spirit Festival, Mandy is a beekeeper. And she keeps medicinal plants on your property. And she describes herself as a plant nerd.
Yeah. Early on, you know,
Cal Evans [00:25:36–00:25:42] y'all were talking about sour orange cello from wild Florida oranges, hibiscus gin. Your gin is
Ray Hooker [00:25:43–00:25:49] we're talking about sour orange cello from wild Florida oranges. Biscus gin, your gin is
Cal Evans [00:25:43–00:25:56] don't mess with that. If you can make the hibiscus gin, make it separate because I like your gin.
And mead from her honey, which my wife, the lovely entelment to Kathy, loves mead. So,
Ray Hooker [00:25:50–00:25:55] don't mess with that. If you make the business gin, they can separate them, like your gin. Cal Evans [00:25:56–00:26:02] she was kind of excited about that. But how many of these ideas actually made it into bottles?
Ray Hooker [00:25:57–00:26:04] And mead from her honey, which my wife, the lovely Italian to Kathy, loves mead. So she was kind
Cal Evans [00:26:02–00:26:06] And how many of them are still on the drawing board you're waiting on? A lot of them are still
Ray Hooker [00:26:04–00:26:10] of excited about that. But how many of these ideas actually made it into models and how many of them
Cal Evans [00:26:06–00:26:30] on the drawing. It's something that tends to make a, it's going to take sick.
Yeah. You know, that we
Ray Hooker [00:26:10–00:26:31] are still on the drawing board you're waiting for? A lot of them are still on the drawing board. A lot of them wear naive ideals. So it's it's it's something that just isn't possible on a commercial scale.
We wanted to make a spirit from honey. And we've tried it. We've done it small scale. But
Cal Evans [00:26:30–00:26:40] could sell or put out the sour orange cello for a bit of that for behind the bar. We haven't really
Ray Hooker [00:26:31–00:26:47] it's going to take $6,000 worth of honey to do anything, you know, that we could sell or put out into the market.
The sour orange cello, we do a little bit of that for behind the bar. We haven't really
Cal Evans [00:26:41–00:26:52] gotten that one finished yet. It's kind of taking a little bit of a back seat. And the gin, we wanted to use all of our local botanicals for our gin. The problem is it takes a lot of them.
Ray Hooker [00:26:48–00:26:54] gotten that one finished yet. It's kind of taken a little bit of a backseat. And the gin, we wanted
Cal Evans [00:26:52–00:27:00] Oh, yeah. So, the compromise on our gin has been the hibiscus that we use,
Ray Hooker [00:26:54–00:27:01] to use all of our local botanicals for our gin. The problem is it takes a lot of them.
So the
Cal Evans [00:27:01–00:27:08] the elder flower that we use and the holy basil that we use are part of those same ingredients
Ray Hooker [00:27:01–00:27:10] compromise on our gin has been the the hibiscus that we use, the elderflower that we use, and the
Cal Evans [00:27:08–00:27:15] that we wanted from our first gin. I still have a gin plan that is going to be a really small batch
Ray Hooker [00:27:10–00:27:17] holy basil that we use are part of those same ingredients that we wanted from our first gin. Cal Evans [00:27:15–00:27:22] that will be just entirely ending with a county source. It's going to be tiny and it's going to
Ray Hooker [00:27:17–00:27:25] I still have a gin plan that is going to be a really small batch that will be just entirely Indian
Cal Evans [00:27:22–00:27:28] be super expensive for me to do. It would be one of those passion project things.
We did a
Ray Hooker [00:27:25–00:27:30] River County sourced ingredients. It's going to be tiny and it's going to be super expensive for
Cal Evans [00:27:28–00:27:37] orange brandy with low-pilencio oranges, and it was not a money maker for us at all. But it was
Ray Hooker [00:27:30–00:27:37] me to do. It'll be one of those passion project type things. We did a orange brandy with locally
Cal Evans [00:27:37–00:27:44] a really cool project and it was an amazing product.
Some of the experiments that I see you guys doing,
Ray Hooker [00:27:37–00:27:44] grown Valencia oranges from shat groves. And it was not a money maker for us at all,
Cal Evans [00:27:44–00:27:51] you know, and almost every distiller that I talk to has a, well, we tried this and we couldn't make
Ray Hooker [00:27:44–00:27:54] but it was a really cool project. And it was an amazing product. Some of the experiments that I see you guys doing, you know, and almost every distiller that I talk to
Cal Evans [00:27:51–00:27:57] it to commercially, but oh, it turned out good. It was one of those they pass around, you know,
Ray Hooker [00:27:54–00:28:01] has a well, we tried this and yeah, we couldn't make it to commercially, but oh, it turned out great.
Cal Evans [00:27:57–00:28:01] when it's just friends. And when you get that gin, you've got my phone number and now you call
Ray Hooker [00:28:01–00:28:05] It was great. Yeah. It was one of those they pass around, you know, but it's just friends. Cal Evans [00:28:01–00:28:08] me because I will be up here buying a bottle.
Okay. Now, you haven't always made your own stuff,
Ray Hooker [00:28:05–00:28:10] And when you get that gin, you've got my phone number and you call me because I will be up here
Cal Evans [00:28:08–00:28:13] but you've always been very open about when you've not. Matter of fact, when you started,
Ray Hooker [00:28:10–00:28:17] by the phone. Absolutely. Now, you haven't always made your own stuff, but you've always been very
Cal Evans [00:28:13–00:28:18] you had what you call now whiskey, not our whiskey.
That might be the most honest thing I've
Ray Hooker [00:28:17–00:28:21] open about when you've not. And I think when you started, you had what you call now whiskey,
Cal Evans [00:28:18–00:28:23] ever seen anybody brand something with. You bought barrels from other distilleries,
Ray Hooker [00:28:21–00:28:27] not our whiskey. That might be the most honest thing I've ever seen anybody brand something with. Cal Evans [00:28:23–00:28:27] brought them in, and you're telling people up front, this is nice, but we're going to sell it.
Ray Hooker [00:28:27–00:28:32] You bought barrels from other distilleries, brought them in, and you're telling people of
Cal Evans [00:28:29–00:28:37] Yeah. Where did that decision come from? Really? Well, we knew we wanted to source stuff and we
Ray Hooker [00:28:32–00:28:44] Trump, this it matters, but we're going to sell it. Please support us while we're while we're aging ours.
Yeah. Where did that decision come from? It was Mandy. Well, we knew we wanted to source
Cal Evans [00:28:37–00:28:52] wanted to mandate. We're going to call it now, not our whiskey.
It was a great idea. It was 100%
Ray Hooker [00:28:44–00:28:54] up and we wanted to be transparent about it. And we wanted to do something cool with the name and the label. Mandy is the one that thought now whiskey, we're going to call it now, not our whiskey. Cal Evans [00:28:52–00:28:59] her.
We went ahead and got it labeled and a funny story. There's a distillery in Pennsylvania. I'm not
Ray Hooker [00:28:55–00:29:03] That was it was a great idea. It was 100% her. We went ahead and got it labeled.
And a funny story. Cal Evans [00:29:00–00:29:11] going to say their name. Everybody knows it. And the day of our grand opening, and he says,
Ray Hooker [00:29:03–00:29:20] There's a distillery in Pennsylvania. I'm not going to say their name.
Everybody knows it. And the day of our grand opening, he called me. And he says, you can't use that name. I have that
Cal Evans [00:29:11–00:29:38] I have that trademark. Oh, trademark.
And this is the only whiskey that I have. It's not a permanent
Ray Hooker [00:29:20–00:29:40] trademarked. Really? You have the word now trademarked. And no, I have not our whiskey trademarked.
Okay. He says, so you can't use it. I was like, listen, today's our grand opening. Cal Evans [00:29:38–00:29:49] product. It's something that we're just releasing in our tasting room.
I have no interest in this. Ray Hooker [00:29:41–00:29:55] I this is the only whiskey that I have. It's not a permanent product. It's something that that that we're just releasing in our tasting room. I have no interest in your trademark.
Cal Evans [00:29:50–00:30:02] I've had very good success with this version of it. It went viral online, and these bottles
Ray Hooker [00:29:56–00:30:04] He says, okay. I don't know if I want to let you do it though. It's I've had very good success
Cal Evans [00:30:02–00:30:10] on the secondary market are outrageous. And I had a cell phone, really nice guy.
At least he didn't
Ray Hooker [00:30:04–00:30:10] with this version of it. And it went viral online. And these bottles on the secondary market are
Cal Evans [00:30:10–00:30:17] have an attorney send me a letter. He called me. He had a conversation with me.
So I took the bottle
Ray Hooker [00:30:10–00:30:17] outrageous. And I said, okay. And I had a cell phone. Really nice guy. At least he didn't have an
Cal Evans [00:30:17–00:30:29] and I took a Sharpie marker label.
He sent him what I'm trying to be. Go ahead, sell it, right? Ray Hooker [00:30:17–00:30:34] attorney send me a letter. He called me, you know, and had a conversation with me. So I took the bottle and I took a Sharpie marker.
And I drew through where it said not our whiskey on all of our labels. And I sent him a picture of it. And I said, will this work? And he said,
Cal Evans [00:30:30–00:30:36] So you probably can still find the now whiskey bottles with the black Sharpie marker across them. Ray Hooker [00:30:34–00:30:41] that sounds fine to me.
Go ahead, sell it, right? So you probably can still find the now whiskey bottles
Cal Evans [00:30:38–00:30:44] That is awesome. And I abandoned the latent one that we sold out of that stock. I abandoned that
Ray Hooker [00:30:41–00:30:48] with the black Sharpie marker across them somewhere. And I abandoned the label after we
Cal Evans [00:30:44–00:30:49] label when I sent him a picture of it.
It was kind of the internet version of a handshake and not,
Ray Hooker [00:30:48–00:30:52] stopped using it. Once we sold out of that stock, I abandoned that label. And I sent him a picture of
Cal Evans [00:30:49–00:30:56] you know, much respect. Yep. And I do appreciate, like you said, the fact that he talked to you
Ray Hooker [00:30:52–00:30:58] it.
And it was kind of the internet version of a handshake and a nod, you know, much respect. Cal Evans [00:30:56–00:31:00] directly, you know, it wasn't, I'll have my people call your people. It's, let's deal with this. Ray Hooker [00:30:58–00:31:08] Yep. And I do talk to you directly.
Exactly. Yeah. And then each of us spent eight or ten
Cal Evans [00:31:04–00:31:11] And this community here in Florida, because the distillers I'm learning are, for a large part,
Ray Hooker [00:31:08–00:31:15] thousand dollars on attorneys. Yeah. Yeah.
And this community here in Florida, because the distillers
Cal Evans [00:31:11–00:31:17] a community. And this community is tight knit and we'll deal with each other honestly,
Ray Hooker [00:31:15–00:31:23] I'm learning are for a large community. And the community is tight knit and we'll deal with each
Cal Evans [00:31:17–00:31:25] so in most cases. Now, fun story. You ran a county wide historical scavenger
Ray Hooker [00:31:23–00:31:33] other in most cases.
In most cases, yeah. Now, fun story, you ran a county-wide historical scavenger hunt
Cal Evans [00:31:25–00:31:37] hunt to find bottle number 100 of your limited centennial release. I mean, you routed people through forgotten landmarks in Indian River County. What were some of the landmarks and did anybody ever
Ray Hooker [00:31:33–00:31:39] to find bottle number 100 of your limited centennial release. I mean, you routed people through forgotten
Cal Evans [00:31:37–00:31:50] find the bottle?
They did find the bottle. We were going to bury the bottle center or the bottle. Ray Hooker [00:31:39–00:32:05] landmarks in Indian River County. What were some of the landmarks and did anybody ever find the bottle? They did find the bottle.
We were going to bury the bottle at either the Verbeach Heritage Center or the Verbeach Women's Club. And a lot of people talked me out of burying the actual bottle. So what I did is we hid a voucher for the bottle and then they had to come here to get it. Cal Evans [00:31:59–00:32:23] That makes sense. Situations like that.
There's a really old cemetery that we sent everybody to
Ray Hooker [00:32:06–00:32:26] Some of the places where that we sent people were places that I went to when I was a kid that we hang out, that we would, you know, pull up and drink a beer on the tailgate or places that I fished or situations like that. There's a really old cemetery that we sent everybody through
Cal Evans [00:32:23–00:32:32] those lines. People don't even know that cemetery is there. They drive old vision spots or things
Ray Hooker [00:32:26–00:32:33] that had graves from the 1880s, something along those lines. People don't even know that cemetery
Cal Evans [00:32:32–00:32:43] like that, but people don't really win in suffrage of monument and fellow mayor people don't know
Ray Hooker [00:32:33–00:32:44] is there.
They drive by it all the time. A couple of old fishing spots or kayak launches or things like that that people don't really know is there. And I wanted to send them around or though women's
Cal Evans [00:32:43–00:32:58] that fellow mayor. Wow. We sent one a pretty good, pretty good place around the county and some
Ray Hooker [00:32:44–00:32:59] suffrage monument in Fellsmere, people don't know that Fellsmere voted for women's rights before anyone else did.
That was the first place in the state to do that. So I wanted to highlight
Cal Evans [00:32:58–00:33:05] people took it seriously. And they really leaned it upon. I was very happy with our community for
Ray Hooker [00:32:59–00:33:05] things like that. We sent them on a pretty good place around the county and some people took it
Cal Evans [00:33:05–00:33:09] that.
Very nice. And they did actually, somebody actually found the voucher and came and claimed the
Ray Hooker [00:33:05–00:33:12] seriously and they really leaned into it and it was amazing. I was very happy with our community for
Cal Evans [00:33:09–00:33:16] bottle. Very cool. Now, we started talking.
One of the first questions was the fact that your
Ray Hooker [00:33:12–00:33:17] that. Very nice. And they did actually somebody actually found the voucher. Yeah, absolutely. Cal Evans [00:33:16–00:33:23] family's been here for generations since basically the 1870s.
You grew up here and you said that
Ray Hooker [00:33:19–00:33:24] Now we started talking, one of the first questions was the fact that your family's been here
Cal Evans [00:33:23–00:33:30] Florida gets reduced to beaches and theme parks. I've worked for the mouse. I know that Disney is
Ray Hooker [00:33:24–00:33:31] for generations since basically the 1870s. You grew up here and you said that Florida gets reduced
Cal Evans [00:33:30–00:33:37] the happiest place on earth unless you work there. But you said that they get reduced to beaches
Ray Hooker [00:33:31–00:33:38] to beaches and theme parks.
I've worked for the mountains. I know that Disney is the happiest
Cal Evans [00:33:37–00:33:43] and theme parks when there's actually so much more. When people sit down at your
Ray Hooker [00:33:38–00:33:45] place on earth unless you work here. But you said that they get reduced to beaches and theme parks
Cal Evans [00:33:43–00:33:49] tasting room, what's the version of Florida that you want to bring them? Okay.
First it was
Ray Hooker [00:33:45–00:33:52] when there's actually so much more. When people sit down at your tasting room, what's the version
Cal Evans [00:33:49–00:34:28] down in Florida. Okay. Okay. So that's how we get that.
That's why those dates stick in my mind. Ray Hooker [00:33:52–00:34:30] of Florida that you want to bring to us? Okay, first it was 1903 we were in Indian River County in 1840 in the state of Florida because 1845 is when the Florida became a state. So if you're here before the state was here, then you're a pioneering family. So that's how we get that.
That's why those dates stick in my mind so much. The version of Florida I want people to see is small towns is community is history. It's our environment or the Indian River Lagoon, the marshes
Cal Evans [00:34:28–00:34:37] Just the wildlife. From wild hogs to deer to alligators to the great fish that we have. Ray Hooker [00:34:30–00:34:47] we have west of here, the sun sets, just the wildlife from wild hogs to deer to alligators to the great fish that we have, the you know the snook.
Most people have never had snook unless
Cal Evans [00:34:44–00:34:53] It's teaching people that, educating people that. Yeah. That is very cool. I want to thank you
Ray Hooker [00:34:47–00:34:53] you're a fisherman and it's the best fish you're ever going to have. So it's teaching people that
Cal Evans [00:34:53–00:34:58] for taking the time just to sit down and tell me stories.
I love this. This is a passion project
Ray Hooker [00:34:53–00:35:01] and educating people that. That is very cool. I want to thank you for taking the time just to sit
Cal Evans [00:34:58–00:35:05] of mine. You're one of the first that I went to here in the state of Florida and I think you
Ray Hooker [00:35:01–00:35:08] down and tell my story.
I love this. This is a passion project of mine. You're one of the first
Cal Evans [00:35:05–00:35:10] were here the first time I was here and I got to hear in some of the stories and this is what really
Ray Hooker [00:35:08–00:35:13] dead I went to here in the state of Florida and I think you were here the first time I was here
Cal Evans [00:35:10–00:35:16] set me off on this journey. So thank you so much for being here with us today here on Hearts and
Ray Hooker [00:35:13–00:35:20] and I got to hear some of the stories and this is what really set me off on this journey. So
Cal Evans [00:35:16–00:35:21] Tales.
Audience, thank you for being here on Hearts and Tales. We appreciate you spending the time
Ray Hooker [00:35:20–00:35:25] thank you so much for being here with us today here on Hearts and Tales. Audience, thank you
Cal Evans [00:35:21–00:35:26] with us. Hey, if you're watching this on YouTube, do me a favor, click that like and subscribe so
Ray Hooker [00:35:25–00:35:29] for being here on Hearts and Tales. We appreciate you spending the time with us.
Hey, if you're
Cal Evans [00:35:26–00:35:32] that you get a message every time we release a new episode. Thank you for being here and we'll
Ray Hooker [00:35:29–00:35:34] watching this on YouTube, do me a favor, click that like and subscribe so that you get a message
Cal Evans [00:35:32–00:35:40] see you next month right here on Hearts and Tales. Okay, that's it. Thank you. Thank you, sir.
You got
Ray Hooker [00:35:34–00:35:40] every time we release a new episode. Thank you for being here and we'll see you next month right
Cal Evans [00:35:40–00:35:52] it. I would like to get and I would like to give my first 12. I'm getting a sign bottle and they're
Ray Hooker [00:35:40–00:35:56] here on Hearts and Tales. Okay, thank you.
Thank you, sir. You got it. I would like to get a picture me and you in a bottle whatever bottle and I would like to take a bottle and suck. Sure. I'm giving
Cal Evans [00:35:52–00:35:57] kind of my collectors edition.
Absolutely. And I'd like to take some pictures if you've got some
Ray Hooker [00:35:56–00:36:02] my first 12. I'm getting a signed bottle and they're kind of my collectors edition. Absolutely. Cal Evans [00:35:57–00:36:03] time just to eat the still because for social you get more reaction if you get pictures.
Absolutely. Ray Hooker [00:36:02–00:36:06] And I'd like to take some pictures if you've got some time just leave the still because
Cal Evans [00:36:03–00:36:10] Okay, he'll take me about 10-15 minutes, knock this down. But boy, that was fun. Ray Hooker [00:36:06–00:36:20] for social you get more reaction if you get pictures. Yes, absolutely.
Okay. It'll take me about 10, 15 minutes not this down. Yeah, that's fine. Thanks. Well, I like to talk.
Cal Evans [00:36:17–00:36:21] The microphone. Ray Hooker [00:36:20–00:36:28] I'm talking about