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.RELATED LINKS:Blister Craft CollectiveBecome a BLISTER+ MemberRaise the Bar programCRAFTED ep 66: Eli w/ Bar 5TOPICS & TIMES:Eli’s ‘Raise The Bar’ Project

Zebra Striping & Other Consumer Behavior

Current Stats in N/A

Defining a Category By What it Isn't

Ice Cream Analogy

Inclusivity

More on Conventions & Terminology

Cocktail Creation

Uncle Nearest & Historical N/A Ties