La Catrina de Villa, a Hispanic food distributor, has had recent success as a winner of the Brew City Match program and are looking to open a physical location in the near future. Cornier, who is also a rapper, music producer and actor, said the term means ‘keeping it Milwaukee,’ a nod to the city he grew up in. From that, grew his company Keepnitmil, which sells snapbacks, beanies, t-shirts and more.