About this episode

This episode explores the evolution of cocktail culture with insights from industry professionals and historical narratives surrounding tequila.

This week, New Orleans once again welcomes Tales of the Cocktail, an annual gathering of cocktail and spirits industry professionals. In honor of their arrival, we take a look at both a new player in the bar game and an old story about how a traditional favorite made its way into your glass. First, cocktail culture is making a notable splash throughout the African continent. We sit down with Mark Talbot Holmes, co-founder of Ajabu, a twice-yearly festival in Cape Town, South Africa, which highlights all aspects of this burgeoning business. Then, we hear from two-time James Beard Award winner Ted Genoways, author of Tequila Wars: Jose Cuervo and the Bloody Struggle for the Spirit of Mexico. Ted tells the real story behind the rise of Mexico's tequila industry – a tale that involves building railroads, a world's fair, the Mexican Revolution, and even American Prohibition. At the center of the story is Jose Cuervo, who isn't just a brand, but a real person born in Mexico's Tequila Valley in the late 19th century. His investment, innovation, and some clever maneuverings ensured the industry's survival and eventual flourishing success. Surprisingly, Ted's book is the first biography…

People in this episode

Host: Poppy Tooker

Guests: Mark Talbot Holmes, Ted Genoways

Topics covered

• cocktail culture
• tequila industry
• Tales of the Cocktail
• African cocktail scene
• historical narratives
• New Orleans

Keywords

• cocktail
• tequila
• Tales of the Cocktail
• Mark Talbot Holmes
• Ted Genoways
• Ajabu
• Mexico
• history
• spirits

Mentioned in this episode

Organizations: Ajabu, Jose Cuervo

Books & works: Tequila Wars: Jose Cuervo and the Bloody Struggle for the Spirit of Mexico

Places: Cape Town, Mexico, Tequila Valley

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