The system is designed to prey on consumers. In one of the most honest and uncompromising conversations on The Reluctant Somm, Agave Authority Joe Lopezpulls back the curtain on the multi-billion dollar spirits industry. Joe acts as a whistleblower on the industrialization of craft, exposing where high-volume production sacrifices authenticity and transparency for the sake of numbers. We challenge the dual reality of the beverage world: the manufactured machine vs. the genuine art. Joe explains precisely where the beauty and nuance of true Mezcal and Tequila survive, and how those same forces corrupt the high-end wine industry. This is a masterclass in discerning genuine craft spirits from marketing pretense. If you are tired of paying a premium for a lack of integrity, this episode will fundamentally change how you buy and consume.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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