Alcademics

I was recently quoted in a story by Adam Rogers (author of the great book Proof: The Science of Booze and the new Full Spectrum: How the Science of Color Made Us Modern that I haven't read yet) for his day job at Wired magazine. 

The Weird, Sustainable Booze of the Future Tastes … Good?

The story focusses on Empirical Spirits that makes really weird spirits by fermenting and distilling and blending odd stuff together. 

Rogers used a quote from me summarizing what I think is going on with products like these, that it's a combination of novelty, the quest for bolder flavors, and using food scraps as a move toward sustainability. 

But the quote I put on my LinkedIn account (hire me for trend and product development consulting!) was this one: 

English sees the wider booze landscape better than most, so his observation about sustainability and flavor is important.

So that was nice. 

The story would be interesting even if it didn't stroke my ego, so you should go read it.