Cocktail Case Study
The simple mix of tequila, cola, lime juice and salt is the house drink at legendary bar La Capilla, in the Mexican town of Tequila. Can it become a hit in Mexico and beyond?
Noah Rothbaum is the editor of The Daily Beast’s Half Full section. Under his leadership, the site won the 2018 Tales of the Cocktail Spirited Award for Best Cocktail & Spirits Publication. He also hosts the podcast Life Behind Bars with legendary cocktail historian David Wondrich. It won the 2018 Tales of the Cocktail Spirited Award for Best Podcast Series.
In addition, Rothbaum is the author of the book The Art of American Whiskey: A Visual History of the Nation’s Most Storied Spirit, through 100 Iconic Labels and the associate editor of the forthcoming Oxford Companion to Spirits and Cocktails. Rothbaum’s first book, The Business of Spirits: HowSavvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink,was published in 2007.
Send him tips: tips@thedailybeast.com. You can also use our anonymous document submission system, SecureDrop. Click here to find out how.
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