In this episode of the Drinks Podcast, Rami Jubran speaks with Shawn Miller, co-founder of PKGD Group, about the evolving landscape of the alcohol industry, particularly in the digital realm. They discuss the journey of G4 Tequila, the importance of storytelling and transparency in building a brand, and the challenges faced by newcomers in a competitive market. Shawn shares insights on leveraging digital marketing strategies, the role of celebrity endorsements, and the significance of maintaining distribution and market presence. The conversation also touches on the effectiveness of short-form versus long-form content in engaging consumers and driving brand advocacy.

Slippery language can lead to misunderstandings. When a brand owner talks about their distillery, their agaves, their producers … maybe they’re just being sloppy. Maybe their claiming ownership. But what’s the impact of those claims?

The ultimate marriage of beef and red wine — the very dish that inspired this show. For the debut of Sauced, Tim McKirdy and Sother Teague — two former chefs turned cocktail nerds — break down Beef Bourguignon and explore everything beyond the recipe that you need to consider to perfect this dish.

First I heard from Sergio Garnier that the wild lamparillos on his 24,000-acre ranch in Durango skipped a season. Didn’t shoot quiotes. Didn’t go to flower. Then I heard the same about the agaves in Guerrero from Damian Meneses from El Tigre. And Damian and I were in Jalisco together and he told me that the raicilleros were saying the same thing: none or almost none of the agaves are going to seed. So … what’s up?

Months ago COMERCAM released the 2024 numbers for Mezcal. But I just finally got around to looking at them. What do they reveal? To me, a lot of questions about the integrity of the numbers! Agave Road Trip is a critically acclaimed, award-winning podcast that helps gringx bartenders better understand agave, agave spirits, and rural Mexico. This episode is hosted by Lou Bank with special guest Shawn Miller of PKGD Group.

The technology most of us carry in our pockets allows us to take such good pictures that we often don’t recognize we’re not taking great pictures. Professional photographer Anna Bruce shares her tips and tricks to help you up your documentation game!

“That song makes me not want some mo G4.” That reaction to the music video “Sippin’ on Some G4” by Jeff Hodges and Los Henchmen, while nothing like the majority of commenters, was also not uncommon. Which is interesting, right? Because absolutely nothing changed about the Tequila in the G4 bottle. So … why would anyone stop drinking something they like because of a music video they don’t like?

There was this video that my friends at Zignum released years ago that suggested that traditional Mezcal was not clean. That was contrasted recently in a conversation I had with master tequilero Felipe Camarena, who suggested that county water with all its chlorine and other chemicals wasn’t clean. And then maestro mezcalero Eduardo Angeles has a further take on what “clean” means. So what exactly does it mean in the process of making spirits? How much does it matter? Find out in the filthiest episode yet of Agave Road Trip!

This isn’t your typical podcast about tequila. It’s a deep dive into the world of agave spirits—told by the people who actually grow, ferment, and distill them. From artisanal tequila to premium mezcal and raicilla, every episode explores what makes a spirit authentic. No fluff. Just raw, unfiltered conversations rooted in Mexican heritage.

In this conversation, Shawn Miller discusses his journey in the agave spirits industry, particularly with G4 Tequila. He shares insights on building a brand in a competitive market, connecting with producers in Mexico, and evolving marketing strategies to adapt to changing consumer preferences. Shawn emphasizes the importance of brand advocacy, the role of social media, and the need for businesses to have a recognizable character. He also reflects on proud moments and lessons learned throughout his entrepreneurial journey, offering valuable advice for aspiring entrepreneurs.

In this engaging conversation, Sean Miller from Package Group shares the inspiring journey of G4 Tequila, detailing the challenges and triumphs of building a brand in the competitive spirits industry. He emphasizes the importance of transparency, teamwork, and finding purpose in business, while also exploring innovations like Racia. The discussion highlights the significant impact that success can have on individuals and communities, showcasing the transformative power of entrepreneurship in the agave spirits market.

I was watching that short documentary that PKGD released about mezcalero Carlos Mendez Blas, “Capitan Palomo.” And I was struck by the revelations in that film and how I think there’s something in Carlos’ world view that could solve the problems around immigration.

Ron Aleman of Taco Mucho knows and loves Tequila. But he’s now finding himself drawn to Raicilla. “I’ve never had one I didn’t like,” he says. And I have a theory about that. So I run that theory by Marissa Paragano of The Tequiladies in this Jalisco-centric episode of Agave Road Trip!

There are people in rural Mexico for whom Mezcal is 100% cultural heritage. And there are people there for whom it’s 100% business — sometimes tied to cultural heritage but sometimes tied simply to paying for food, clothing, shelter, and life’s aspirations and pleasures. So what does it mean when that business side taps into the cultural heritage side to increase business? It’s a thoughtful, precious episode of Agave Road Trip!