How a famous friendship birthed a great bottle of mezcal.
already vying for shelf space. Just like their fictional counterparts, they've had to leverage a sophisticated distribution network. In the U.S. booze business it's referred to as the three-tier system: liquid goes from producer to dedicated distributor before it can reach retail shops.
"You have to believe in the product," says Paul. "I don't wanna be pushing something that I'm not completely obsessed with." Cranston, who's now unpacking bottles onto a display table recalls his most recent visit to the palenque in San Luis del Río. "We couldn't go at all in 2020 for obvious reasons," he says. "But we just got back and I can't get enough of it. I remember when we first tasted his mezcal, [Velasco Luis] didn't want to work with us right away until we had lunch with him and his family—to make sure we connected and got along. They are so generous.
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