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When he moved to Los Angeles in 2010 to run Caña, a high-volume rum bar, the pain became unmanageable. Not to compare it directly, but it’s like CTE (chronic traumatic encephalopathy, a disease associated with head injuries in football),” says Sarkis, who co-founded the Liquor Lab in New York City. It’s not the big hit.
Metze knew his whiskey and he knew had to make good stuff at highvolumes. With the addition of Gonzalez and his experience at building and executing international brands, Old Elk launched in 2018 with 1300 cases and a small base of loyal customers, all of which remain important to the company as it has grown.
Aguardiente is a Spanish term for hard liquor.) They stopped using the word “tequila” on their labels in 2018. Both the CRM and the CRT charge a tax on each liter produced, meaning high-volume producers contribute substantially more.)
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