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The Sunday Times\u2019 tech correspondent brings on Alec Lee, founder of Endless West, to talk about re-engineering whiskey (2:45), starting out in stem cells (6:15), how a Napa wine trip inspired their startup (7:45), the regulatory hurdles (10:50), pitching investors (13:45), the key tech advances (16:45), how he makes whiskey (20:50), reducing to hours what takes years (26:00), how he\u2019ll spend the $21 million he just raised (32:30), on celebrity tine-ins (34:00), why they chose whiskey (36:20), why sustainability in marketing is hard (38:00), and the hangovers (40:00).

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