Californians are very demanding people, very acquainted with luxury goods.

The driver's course is to really get to know the history, technology and how to learn to drive these amazing products. The common line throughout the experience is exclusivity.

It's certainly a boon to the luxury business. That exclusivity has made more people willing to pay full price for merchandise the moment they think they can get it, which has helped the bottom line.

Spirits are perceived as affordable luxury. People are more careful with their spending today. Maybe they can't buy a $40,000 BMW but they're willing to buy a good $60 to $70 bottle of Scotch. You don't get that kind of trading-up feeling with beer.

If they were to build these high-rise luxury towers the local people will not be able to, I guess, afford to buy a unit.

I would say I know people who are white who are more Hispanic at heart than Mr. Segura.