Adam, Joanna, and Zach discuss the inherent risks for spirits brands and categories that are trying to chase the current market leaders or position their product in a way that cuts against their established market and reputation: Tequila producers attempting to create their own "baller bottles," or single-malt Scotch brands looking to enter the craft cocktail scene. Please remember to subscribe to, rate, and review VinePair on Apple Podcasts, Spotify, or wherever you get your episodes, and send any questions, comments, critiques, or suggestions to [email protected]. Thanks for listening, and be well.

Zach is reading: How the Honey Deuce Cocktail Conquered the U.S. Open

Joanna is reading: The Natural Wine Flaw

Adam is reading: Going, Going, Gone: These Collectible Spirits Will Be Unicorns Before You Know It

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Twitter: @adamteeter @joannasciarrino, @zgeballe, @vinepair

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