Behind the Bottle: Tequila Tales by Celia Maestri

How a Trip to Mexico Sparked His Journey into Tequila (with Martin Luca)

Celia Maestri Season 2 Episode 5

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In this episode of Behind the Bottle, Martin Luca, founder of Casa Capistrano Tequila, shares how a visit to Mexico transformed his career and ignited a passion for tequila.

Inspired by his father’s expertise in wine, Martin developed an early appreciation for fine spirits. But it was Mexico’s rich culture, traditions, and the artistry behind tequila that truly captured his heart. This life-changing experience led him to create a brand rooted not only in craftsmanship but also in a mission to give back and support the communities that inspired him.

Thank you for listening! Follow us at @CasaMaestri and experience the magic! 


SPEAKER_00

Everyone knows the bottle, but do you know the story behind it? Welcome to Behind the Bottle by Celia Meistry, where the real stories of the tequila world are finally poured out. From bold beginnings to industry secrets, it's time for a deeper sip into the lives behind the spirits. Pour a glass, take a seat, the story's just getting good.

SPEAKER_03

Welcome, Martin Luca, to our Behind the Bottle Tequila Tales podcast. We are very excited to introduce you with our audience and tell about Casa Capistrano Tequila, the beginnings to the ends, and then to the successes and some not good things that isn't happening. But anyway, um I wanted to be transparent with the people about what it takes to be an owner of uh tequila. It's not easy. So I will give the microphone to you, and I want you to start first saying what was your inspiration for you to have tequila?

SPEAKER_01

Well, thank you for having me, first of all. And uh that's a very good question. Uh for me, it's kind of a couple of things that kind of came together. Um, the first thing being, you know, when I was in college, you know, so many people have these tequila stories from college, and not uh for not everybody are good ones. Um mine, uh the drinking age in Texas was 19, and I was slowly approaching that, and I have a mid-August birthday, and uh so the state announced that uh they were gonna change it to 21 effective September 1st, you know, and so what does a goofy college student do in that situation with their own apartment? You go down to the liquor store and buy things that you're not gonna be able to buy, you know, in a couple of weeks. And uh one of those things was tequila, and it was a bottle, probably about like this, like this. 1.75 plus yeah, and it was plastic, and it was like eight dollars, and that was back in like um, and uh it was horrible, it was the worst, and you know, that's kind of my my crummy story from the past. That you know, and you have friends over, you're gonna do steaks, play cards, have margaritas, and this stuff was so bad. If you put one drop of it in any kind of a mix or fresh ingredients for a margarita, it just knocked the whole thing sideways. It was terrible. And uh, you know, and my friends, you know, haven't let me live that down in all these years. And some of them have reminded me of saying, you know, I bet someday if I didn't know what I was doing, I could make better tequila than this. And so that's kind of the first thing, and uh that stuck with me. And um, years later, you know, I was raising my kids by myself, and uh as the kids got older, you know, my parents would keep the kids, or my dad would keep the kids, you know, uh, for me to have a long weekend off once in a while. And so where did I go? Mexico. It was a perfect time to go and relax. But then I started observing that there were tequilas south of the border that you couldn't get in the USA that were amazing in comparison. Of course, it wouldn't take much to be amazing compared to the story I just told. But I started researching tequilas and discovering which ones I liked, why I liked them, and things like that. And then uh my father was a wine expert. He didn't have any certificates to prove it, but uh he was and had was ordering wine for a lot of different people. And uh when I come back from these trips, you know, he'd see me take a bottle or two out of my suitcase, and he's he's like, uh, why are you wasting your time? You can go down to the corner liquor store and go get tequila. And I was like, you don't understand. This is sophisticated tequila. Okay, and I get the eye roll, you know, and then eventually one day when I came back from a trip, he was, you know, antagonizing me a little bit, which you know I always thought was funny because we would sit and compare notes on wines, and he just says, All right, open the bottle. And when he tried it, he was actually just blown away that this was tequila. It wasn't what he knew as tequila. So um after that, when I come back from my trips, it wasn't how was your trip, how was your flight, it was what did you bring? And so we would have to sit down. Yeah, immediately open what I brought back in the in the suitcase and try it and compare notes. And um, you know, we lost him in 2014.

SPEAKER_02

Unfortunately.

SPEAKER_01

And, you know, it's an unfortunate thing, but a lot of things stuck with me. I mean, my palate will never be as good as his was, but uh I learned some things. And uh later after my kids got to the university and were off doing their own thing, um, I moved to Mexico and I started to investigate and research tequila a lot more.

SPEAKER_03

So your your journey started moving to Mexico and really learning about what it was the real tequila, what it takes to have a good liquid on it, and when when this was?

SPEAKER_01

Uh by this point, uh 2016.

SPEAKER_02

Okay.

SPEAKER_01

And um by 2017, I realized it was possible to have your own brand. And um at first I thought you're crazy, you know, to even think about doing this, but I'm very sensitive to additives and fake things in tequilas. And that's one thing I've learned very quickly is that you know, when you have a really good quality tequila that doesn't have additives, you don't get the headache, you know. I I'll get one 10 or 15 minutes after just sipping it. So I'm that sensitive. So I wanted, you know, when I decided, okay, I'm gonna do this, I want each one of my tequilas to be a sipping-worthy tequila, including the blanco. And uh I want something with no additives that is very good quality. And it took me a while to find uh a distillery that I liked. I like the processes and the people and the quality of what was inside the bottle.

SPEAKER_03

Yeah, a lot of uh our, you know, the people who do podcasts or talk about influencers or whatever, they say, how come a company that produces 200 brands can work without additives? Uh could you tell them the process of your tequila so they understand that we don't use additives?

SPEAKER_01

Well, um the process, um uh for one, um, and I don't know if all the tequilas that come out of the distillery are kosher certified or not, but I know that all three of mine are. And for a lot of people, I think that's not important, but it should be. And um, you know, I'll have people ask me, well, why isn't your product organic? And that's another discussion. But the kosher certification, I think, is the next best thing. It's almost almost the same, in my opinion. And um they're very tight on the constraints for the soil and how the agave is grown and the processes for which the tequila is made, and you can't go and throw a bunch of crazy additives into the product either and have that certification. So for me, that's hugely important. And um, I've toured some of the other distilleries in the area, and some of them seem like they have completely departed from the traditional process in the interest of saving money or getting more sugar out of the agave.

SPEAKER_03

Cutting corners.

SPEAKER_01

Yeah, cutting corners, and I can understand why they would do that, but um, to me, the the processes at cause of my history uh are worth it, you know, and there is respect for the traditional process.

SPEAKER_03

Yes, yeah, but that that is a very important topic because we do the natural way, and we are certified culture, and we have this the third distillery and the 200 plus distilleries that we have the most certifications to sell all around the world, which is a lot accomplished from our employees that to do it and maintaining the certifications, so it's a lot of quality control. Uh Martin, tell us a little bit about your personal life.

SPEAKER_01

My personal life?

SPEAKER_03

What I mean is that your personal life that took you, you know, what is the gut feeling of the and your and your personal well-being that took you to to go to this route?

SPEAKER_01

Well, I I will say it was a a a real stretch because uh I had been uh uh systems programmer and had been uh software or network engineer um through my career, which obviously has nothing to do with tequila.

SPEAKER_02

Correct.

SPEAKER_01

You know, so nothing whatsoever, um, other than, you know, well, maybe after you're done, you know, coding or something like that, relaxing and enjoying tequila or margarita or something. Uh but um it was a complete switch. And um when I when I went down to Mexico and started spending more time, um something that I found myself doing um in in the process of researching tequila and discovering what I was gonna do, I started volunteering with uh children's home, which was unexpected because after so many years of raising my kids all by myself, I was like, okay, I need a break from from all. But um I I found myself wanting to do something, and um, I found a children's home, and you know, when I approached them, I said, look, I don't want to do anything with the kids. I just want to be there. Come once a week. I can work in the office, I can do laundry, I can wash dishes, I can paint, you know, or fix, fix a crack in the wall, you know, what whatever. I just want to give back, be anonymous, you know. I uh I don't want to be directly involved with the kids, you know, whatever. And they looked at me funny and like, well, okay. And so I start to do that, you know, one day a week. And then um one day I was there, and um, you know, you get to know some of the stories of some of the kids, and while I was working, all of a sudden, out of nowhere, somebody comes up behind me and hugged me while I was while I was working, and I turned around and I saw this girl, and I thought, oh my gosh, that I I'm thinking this is somebody that shouldn't trust another human ever, kind of thing. And uh it really moved me. And then pretty soon I was trying to help raise money for them and and um volunteering and you know, helping helping with the English class on Saturday for some of the kids, and um it was an unexpected fork in the road, I guess, of sorts, but uh while I was working on this, and so it became a thing for me. It's like, well, if I'm gonna do this, um, I want to also give back a portion of what I'm you know, when when I am making profits from from this business, I want it to go back towards kids, towards girls in this, in uh, in the country.

SPEAKER_03

In the situation that they are present.

SPEAKER_01

Yeah, because the place started out is for girls only. And uh they do have boys as well, but there's also a school down there also that is just for girls that they can voluntarily come during the day and get their education, finish their education, whatever, and then go back to their homes.

SPEAKER_03

Where is this located?

SPEAKER_01

It's in Puerto Vallarta.

SPEAKER_03

Puerto Vallarta.

SPEAKER_01

And um, I believe in both of those programs, but uh that's part of my part of my journey. Yeah, part of the journey, you know, uh unexpected part, but it's uh Yeah.

SPEAKER_03

It's a lot of poverty in Mexico. A lot of people don't realize that not just Mexico, Central America, South America, they're you know, the percentage is I don't know, maybe 70%, 60-70% of the countries in general is poor.

SPEAKER_01

Yeah. And education is the key, you know, for and especially uh in Puerto Vallarta, it's uh you know, it's a touristy area, and there's a lot of jobs that if you if you know English, by golly, you have a better chance of getting some of those jobs. So I think it's it's important, you know, to give back and try to help, you know, and uh yeah.

SPEAKER_03

So for this journey of the Casa Capistrano. Well, first, what what the name came from?

SPEAKER_01

That's another funny story. People people look at me and go, it's kind of an Italian name, right? And I said, Well, you know, you can blame the Spanish for that.

SPEAKER_03

Yeah, but I would put a Casa Luca.

SPEAKER_01

Well, you know, it doesn't need to be my name on the bottle, but um it it's it's a story that relates to my father. So the the name came from him, and it it is uh the kind of a sentimental thing, but you'd have to understand his sense of humor and and so forth, really to understand it. But uh when I was trying to come up with a name for the brand, um everything, every name that I was coming up with was getting shot down by the legal folks for uh trademarks, and uh it was very frustrating. Many months went by, and I was sitting there at two o'clock in the morning after about six months of getting nowhere, and it's like I've got to come up with a name. And I was I was thinking about my dad and um thinking about this name, you know, and some of our kind of goofy moments, and uh I put that in and it came back with no conflicts, and uh so then I sent that off to the legal team and they ran with it, and um that's kind of part of the story. Part of the story, but um it relates a little bit. Um, you know, the mission in California was started back, I believe, in 1776 and has a lot of history with it. And it's uh what's left of the mission is like one of the oldest standing buildings in California.

SPEAKER_03

I remembered that.

SPEAKER_01

And it's known as the birthplace of Orange County. But uh when they named it and started this this whole thing out there, there there is a thing about the the swallows, the birds that they they come back every year to nest there, and they leave, you know, in the in the fall. Uh, it's almost like they have a reminder on a on their iPhone or something that comes along and says, okay, it's time to leave, and it's time to come back. Because it's it's just like clockwork every year.

SPEAKER_02

Exactly.

SPEAKER_01

And it just so happens that the the day that they leave uh coincided with when my mother had passed away.

SPEAKER_02

Oh wow.

SPEAKER_01

And it's when my father um started referring to our house as the house of the Capistranos. And I'm like, well, my kids and I couldn't figure that out.

SPEAKER_02

Yeah.

SPEAKER_01

But it related to that, you know, to my mom departing. And I don't know uh how that happened, but in any case, I was I was thinking about him and here it is.

SPEAKER_03

It's it's kind of an omen that yeah, and it's very, very uh Spanish name, you know. California at one time used to be Mexico, so it's part of Mexico as well. And it's very very um thoughtful that you got to this name somehow with a lot of meaning behind it, which is very important for a brand, you know, that is uh we are no celebrities, but we have a lot of behind the bottle.

SPEAKER_01

This is true.

SPEAKER_03

So um do you sell this brand in the United States only or in Mexico as well?

SPEAKER_01

Uh right now it's uh US only, and uh I'm working on the ability to be able to sell it uh a little bit in Mexico.

SPEAKER_03

A little bit, and especially in Puerto Vallarta.

SPEAKER_01

Yeah, that would be good. That would be nice.

SPEAKER_03

Yeah. So um what do you think is different your brand to the other brands? You know, the presentation, you already told us what it means. Uh, but what do you think is um difference? You know, I like the presentation, but for you.

SPEAKER_01

Oh, thank you. Um well the difference to me, um, number one, um, is the quality and consistency of what's what's in the bottle. You know, I know from being at the distillery and meeting so many of the employees, you know, they put their heart into what they make. So what goes in the bottle to me is perfect. And uh, one thing that one of my customers says every time I get a new batch, he's like, Okay, I have to open it and try it.

SPEAKER_03

You know, and you want to test you.

SPEAKER_01

Yeah, he wants the test because he says, you know, that's the thing with small batch, because there's a lot of brands have a lot of inconsistency. I want to know it's the same. And you know, he tries it and he says, Oh yeah, that cinnamon note is still there. He insists that there's cinnamon in the reposado.

SPEAKER_03

It's not not it's from the pipons, it's from the from the barrels.

SPEAKER_01

Yeah, it it it comes from the the wood, the oak, and you know, and in combination with the quality of the agave, how where it's grown, you know.

SPEAKER_03

It has to be very old agave. We don't use young agave, you know, it has to be six to eight years old. And I went away from the six now, we have seven and eight. So uh that little red dots that the agave has, you know, when it's mature, those are the giving of the most of the intricate flavors that you cannot find in any other tequilas.

SPEAKER_01

Yeah, and that's important to me. And also, you know, when you're in Mexico and you're looking in some of the tequila boutiques and things like that, you see bottles maybe like this, maybe different, because so many of the ones in the US are tall, skinny bottles, things that you know fit the shelf or you know, fit the well or something like that. And um, you know, to to me this has a good appeal and uh I think elegance and presence.

SPEAKER_03

I'm here.

SPEAKER_01

Yeah.

SPEAKER_03

I don't, you know, I don't get lost.

SPEAKER_01

Yeah, and it it it it pops a little bit, you know, but it's to me it's not all about the bottle, it's about what's in it.

SPEAKER_03

Correct. It's very important. So entering the how long have you been having this product?

SPEAKER_01

Uh I brought it to market last year. Last year. Um, you know, towards the end of March of last year. And uh it's been uh it's been a real adventure. And I I tell people, unless you have a celebrity perched on top of your bottle, uh it's a slow road in the very beginning. It's very hard because nobody knows your product, they don't, they've never heard of it. And um I don't know what was going on last summer, but most of the stores that I went into were trying to get rid of product because a lot of products were not moving and they didn't have shelf space and they weren't taking any new products. But um that kind of started to turn around. And it and one of the things I would say to people is like, you know, when you're starting your own brand, especially if you don't have some kind of celebrity endorsement and you're doing this yourself, you gotta have patience. You're gonna have to have patience. And you may get a whole lot of I'm not interested, and it's not about your product, it may be about other factors.

SPEAKER_03

About the mark.

SPEAKER_01

But at some point, someone may say yes. But the the the one of the nice things. Things. I have had complete skeptics in a store, maybe a store manager or something. And they they will just, you know, they have the terrible attitude, you know. And I remember one guy, he's like, Are you open to criticism? Sure, I'm open to criticism. And I said, Are you really open to criticism? And I'm thinking, okay, what sure, let's go.

SPEAKER_03

You want to cross the line a little bit?

SPEAKER_01

Yeah, let's go. And so, you know, we you know open up the bottles and he tasted them, and he was like, Wow, I really thought I was going to ask you to leave the store, that it was gonna be so bad. But he says, This is amazing. I want it. Well, this is this is what I we want to hear, you know, and so it's like I think if you have something that has really good quality, 100% agave tequila, like like like ours, that you know it sells itself when people taste it.

SPEAKER_03

Yes, I agree with you a hundred percent. So uh do you uh what areas you're selling right now your product?

SPEAKER_01

Um I've started out since uh Dallas Fort Worth area is my home turf. Um I started out there and uh now starting to uh get into Austin and San Antonio.

SPEAKER_03

How is it doing in Dallas?

SPEAKER_01

Um it's fair? It's doing, it's doing pretty well. You know, it's still an emerging brand, but uh it's very young. Yeah, it is very young, and um it's it's interesting. Um all of the tequila that I ordered last year, um, I've ordered more than that in just this first quarter of this year.

SPEAKER_02

Okay.

SPEAKER_01

So it's it's like, you know, okay wow, things picked up, and and it's and it's really crazy. Um I was trying to do the forecasting, that's another thing that's a real challenge with a new brand. Because you don't know at which moments it's going to get more traction and then the market slows down or yeah, the market is telling us right now that the reposado consistently uh is number one.

SPEAKER_03

But behind is blanco. The añejo is not tracked right now on the market. You know, it's just like reposado and blanco are the most, you know, the most uh sellable. You know, the people looking more for that. Yeah. Because I guess the reposado has a little bit of aging, but it's still clean in the taste. And the blanco is no mistake. You know, the ones who really like the aficionados are like the blanco. The añejo is more for somebody who would like to enjoy it in uh in a group and shop a little bit, the añejo and has a great note too. But it's more like in a whiskey tone side.

SPEAKER_01

Yeah, it's it's been really interesting. And then with the kind of forecasting that I was doing, because the last thing you want is to run out of product, you know, and then you know, especially I don't worry about it as much for you know the retail store as I do on premise, because if you get on the menu somewhere and they're using your product, you want to make sure that they always have it. But um, in November, I had enough reposado to last me through the end of February, the way things were going. And then all of a sudden, by uh I can't remember if it was the first or second week of December, it was all gone.

SPEAKER_02

Okay.

SPEAKER_01

It's like, wow. Yeah, you know, that didn't see that coming. But you know, maybe the holidays, that kind of thing. But it's it's been weird. It goes in waves when I'm doing tastings because maybe I'll maybe I'll sell a bunch of bottles of reposado when I'm doing a tasting for all three at a store, but then sometimes I'll I'll sell a full case or more of the Anyjo Cristalino. And uh, you know, it's a little unexpected to sell that much of it, but it it just Various, it doesn't have a rhythm to it.

SPEAKER_03

No, no, you just have to be present and have a little bit of everything, and uh, but it's very important that you are behind the bottles.

SPEAKER_02

That's right.

SPEAKER_03

Anyway, tell us if you entered any of the um competitions, you know, that uh in United States or anywhere.

SPEAKER_01

Um so far it's only been competitions within the the US um that we've entered. And it's um uh San Diego Spirits Festival, Sunset Magazine, Proof Awards, uh Las Vegas Global Spirits are some of those. And um, you know, each each one of my products has at least one gold medal uh from the competitions. And um I appreciate that. And and uh it it tells me you know more about the quality of my products as they come from the distillery.

SPEAKER_03

Yeah, my husband said that to be able to compete with the market, you know, and it within the market, with the celebrities or I know it's you know, big brands in general, you know. That you know the big brands are important, and they're the ones who help us to get in as well. So uh they'll be helpful indirectly. Um they uh it's very important to have quality. It's the only thing that we can offer different like anything else. So this is what your product has. So um what do you think it has to be the worst challenge at this time? Or for you is going up and it's not a challenge right now.

SPEAKER_01

There's always a challenge, always, and it many different levels, you know, trying to be in multiple places at the same time, you know. If you're uh if you're a one-man band, so to speak, you know, with your own tequila brand. And uh I've reached the point where now I'm starting to have some help, you know, and and some other folks to to help me with the brand and marketing and things like that. But um, I would say challenges sometimes are you know getting into the wholesale space, you know, and and being able to get your product to a on-premise, you know, location, restaurant, especially Texas that has a four-tier system. Yeah, it really is.

SPEAKER_03

You have to sell to Paul to get to to C and D, and it's very difficult.

SPEAKER_01

It is, and you know, it it's it's really frustrating if a if a restaurant or bar says, Okay, yeah, I want this product, I want it, I'm gonna put it on the menu, and then you struggle trying to get the product to them, which doesn't make sense, you know, and so um, I hope somebody from uh TABC is here listen to us sometimes in our podcasts and try to give us a little more freedom to be able to make like Casa Capistrano be in the market with less trouble, you know. But I can tell you when when the moment happens that you know, then your product does get there, well, it makes those moments even sweeter because you know what you've gone through, you know, trying to get the wheels to turn. Uh, it seems like getting it into the retail space has been a little bit easier. Yeah um, but um I I I enjoy it, you know, this business and getting to meet people, interact with people, not just the customers that are buying the products, but also those that are working, you know, but behind the bar or they're working, you know, behind the cash register, you know, or different parts of this industry. And uh there's a there's a lot of really great people that are that are involved in this.

SPEAKER_03

Yeah. Well, I um I was born in the liquor business. I grew up in the liquor business. I came to the United States to sell my parents' products. But it was a challenge. I had to have another business, jewelry business, to be able to pay for the liquor business until 11 years later I start getting into the map. So of course, back then was not the social media as active like it is now. But how you see you think you would have to go back to the tech industry to continue doing your Casa Capistrano, or this is just your side business to continue be alive and well and having fun?

SPEAKER_01

Uh you know, I enjoyed the tech industry when I was in it, and people asked me, well, do you miss it? It's like, well, I miss my customers, I miss you know, my co-workers. Do I miss corporate America management? No. And it do I enjoy all the studying to keep up with the technology so that I could be a hundred percent for my customers? I don't miss that either. So, to answer your question, I'm thinking I would live in a cardboard box on the side of the road before going back to the tech industry.

SPEAKER_03

Oh wow.

SPEAKER_01

That's not happening. I'm not doing that. Okay. It was too many years, but um I enjoy what I'm doing, and uh I enjoy seeing the brand grow. You know, I uh my goal is not to be, you know, the biggest brand, you know, out there. I mean, some people would have that ambition. For me, I just enjoy making a product that is sipping quality, that is that's a very good pure product that people can enjoy. All three of my profiles are different.

SPEAKER_02

Yes.

SPEAKER_01

And I think that's good because when I do a tasting with all three products, m a lot of people buy a bottle because one of them fits their palette, one of them fits their purpose. And it's it's neat when I see somebody struggling between two of the bottles trying to figure out which one they're gonna buy.

SPEAKER_03

They like it so much, huh?

SPEAKER_01

Yeah, and and and sometimes it's a couple, and um sometimes they walk away with two bottles, you know. So that's that's a good problem to have.

SPEAKER_03

Yeah. Did uh so in conclusion is Casa Capitranos is is here to stay, and we will hear from you more and more in the future. Tell us about before we leave, before to the audience, about your experience in Mexico at the festival that we made, that hopefully this year you join again because now we're doing it with a we already start inviting people and hopefully we can bring all those people around the world that they were coming and for some security reasons a bunch of them cancel. But hopefully this year will be different and we can have a lot of uh fun and experiences there.

SPEAKER_01

The festival I thought was great. I I didn't know what to expect um coming into it, you know, and um the people were great, um, not not just the the folks from the distillery, but uh people in the community, people um that came to the event, you know, were were great, got a lot of great feedback, and uh looking forward to it again, and um anxious, anxious for the next one.

SPEAKER_03

Well, getting the list because it's getting busy this time again. Uh but I appreciate that you flew to come to see us today. And as always, do not hesitate to contact me at any time you have my personal phone number, and I want you to uh be behind the bottle and remember behind the bottle, I am behind yourself. So anything that I can do to uh help you and you help me. I am sure all my employees are very uh happy that you are in the company. I hear very good feedbacks about you. They love it when you're in the distillery, and I hope to see you soon. Thank you for coming.

SPEAKER_01

Well, thank you so much, and um I I appreciate um I I know the distillery is behind me, you know, if there's an issue or if I have any questions or anything like that. So it's it's a joy to work with everyone.

SPEAKER_03

And thank you everybody for uh watching today, Behind the Bottle. And don't forget about Casa Capistrano. You can find us on the stores in Dallas and pretty soon in Austin and San Antonio. Have a great day.

SPEAKER_01

Also online.

SPEAKER_03

Oh, what's online? Thank you.

SPEAKER_00

That's it for today's episode. Thanks for listening to Behind the Bottle, Tequila Tales by Celia Maestri. The next story is already aging to perfection, so don't miss it. See you soon. Don't forget to follow us in social media and your favorite podcast listening platform.