The episode explores the intriguing story of "Act of Treason," an Australian-based alcohol company who have t aken a spicey approach to marketing, venturing into the agave spirits market, challenging traditional tequila norms. Emily and Dale are delving into the complexities of agave spirit production, marketing strategies, and the potential impacts on the tequila industry. They discuss how "Act of Treason" positions itself amidst global tequila demand and supply challenges, leveraging Australia's favorable conditions for blue agave cultivation. The conversation also touches on consumer education regarding agave spirits versus traditional tequila, the importance of marketing in creating brand identity, and the broader implications for the spirits industry. 📕Show Menu - https://bit.ly/bcpshowmenu The Big Con Podcast: Emily and Dale are bringing you in on the Con. Strategy doesn't have to be something only those who master PowerPoint can do; we're making it approachable to everyone! The Big Con podcast is dedicated to demystifying and simplifying the world of strategy, exploring the businesses and individuals who've either harnessed it for success or missed the mark. Subscribe and follow today to get all new episodes in your feed immediately.