Craft N/A Cocktails are on the rise, but there is still much that needs to change in this space — fundamental things like what we should and shouldn’t be calling this whole category, and why that matters. Today, Jonathan Ellsworth discusses these things with our CRAFTED co-host and professional mixologist Eli Brown, who sees the real-world importance of these things every day. You’ll hear about the project Eli’s working on to create change, and you’ll learn why one of the fastest-growing whiskey companies in the world, Uncle Nearest, is so interested in the N/A space.

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TOPICS & TIMES:

Eli’s ‘Raise The Bar’ Project (1:46)

Zebra Striping & Other Consumer Behavior (7:51)

Current Stats in N/A (12:09)

Defining a Category By What it Isn't (16:24)

Ice Cream Analogy (21:05)

Inclusivity (36:37)

More on Conventions & Terminology (40:03)

Cocktail Creation (45:42)

Uncle Nearest & Historical N/A Ties (49:51)

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Craft N/A Cocktails & Why They Matter More Than You Think