This article is from Pulse, Digiday’s quarterly print magazine about the modernization of media. This is a peek at the third issue, which focuses on the current state and future potential of video. To receive the full 80-page issue and subscribe to a year of Pulse, visit

When Philip Ward, Ravi deRossi and Justin Shapiro opened their specialty tequila bar Mayahuel in New York’s East Village in 2009, tequila was the ugly step-sibling to whiskey and bourbon. Synonymous with margaritas at best and hangover-inducing shots at worst, the spirit was far removed from the craft cocktail renaissance that was just beginning to take off.

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