An Exclusive First Taste of Lab-Made Whiskey
Six short pours of whiskey sat on a table in front of me; five had been purchased by Endless West and one had been synthesized entirely in the lab a few feet from where we sat. No journalist had tasted Endless West’s whiskey before.
“The potential of this business is on the scale of an Uber, where you can reinvent an industry through changing scarcity to abundance. I see Endless West as the first company that can do that scale disruption to the alcoholic-beverage industry. If Endless West can create extremely well-designed beverages that rival what is extremely expensive, for not quite as expensive, then what are those traditional industries going to have to do? They’re going to have to evolve and provide a better product at a lower price point. And that’s just great for everybody.” – Arvind Gupta