John Ramsey discusses the rise of tequila, particularly Hermosa Organic Tequila, with Will Elger, its founder and CEO. Hermosa is made in Jalisco, Mexico, and is known for its traditional, organic production process. Elger shares the story of his father, who inspired him to revive the Hermosa brand. Tequila's health benefits, such as being gluten-free and having natural sugars, are highlighted. Hermosa is priced competitively in the ultra-premium tequila category, emphasizing quality over packaging. The brand also gives back by planting trees for every bottle sold.

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