The Pastry War‘s Bobby Heugel issues a stirring call to bartenders, and pretty much anyone who enjoys the distilled fruit of agave, to get with the program and at least engage with the big questions in the industry. That is, how do you create a sustainable market place for a product whose lifespan is measured against the decade rather than an annual crop? God knows we’ve talked about this ad nauseam in blog posts and most recently at panels for our Mezcal: Mexico in a Bottle event but Bobby has a great idea here about creating a space for a conversation.