The Values Chain: An inquiry into how we create and capture value when we innovate

More or less, there’s 4 cents for the grain technology, 96 cents for the whisky technology and $14.00 for artistry of the servers, and the promotion.

More technological innovation, by far, is in the grains. Though the art of designing and serving cocktails advance; though the beverage industry optimizes its manufacturing and supply-chain, by far the most innovation and risk is in the design and breeding of the corn..