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Material World: The Rise of Ghost Tequila

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The man who helped turn Fireball whisky into a shot sensation is at it again, this time with ghost-pepper infused tequila. Recording a day in the life, Material World follows him around to find out exactly what it takes to make a liquor brand go viral. How do bars come by their selection of alcohol? Jenny heads to Boston to interview Ghost Tequila's founders, bar owners and tequila drinkers -- and to suss out if this startup spirits company can disrupt a giant industry.

Every other week, hosts Jenny Kaplan and Lindsey Rupp guide you through the consumer universe, breaking down what's going on with all the things people buy.


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