Podcasts about anheuser busch

This is one in a series about possible futures, which will be published in Booch News over the coming weeks. Episode 7 appeared last week. New episodes drop every Friday. Overview Peer-to-peer flavor-sharing platforms enabled home brewers to distribute taste profiles as digital files. Blockchain-verified SCOBY genetics allowed anyone to recreate award-winning kombucha flavors. Traditional beverage companies lost control as open-source fermentation recipes spread globally. This episode follows teenage hacker Luna Reyes as she reverse-engineers Heineken’s proprietary “A-yeast” strain and the century-old master strain used for Budweiser, releasing them under Creative Commons license, triggering a flavor renaissance that made corporate beverages taste like cardboard by comparison. Luna Reyes: The Seventeen-Year-Old Who Liberated Flavor Luna Reyes was brewing kombucha in her Oakland garage when she changed the course of human history. The daughter of Mexican immigrants, she had learned fermentation from her grandmother while teaching herself bioinformatics through YouTube tutorials and volunteering at the Counter Culture Labs Maker Space on Shattuck Avenue. By fifteen, she was running the Bay Area’s most sophisticated home laboratory, utilizing jury-rigged DNA sequencers and microscopes constructed from smartphone cameras. Her breakthrough came in February 2043 while investigating why her kombucha never tasted quite like expensive craft varieties and was different again from her grandmother’s home brew. Using Crispr techniques learned from online forums, Luna began reverse-engineering the microbial genetics of premium alcoholic beverages. Her target wasn’t kombucha—it was the closely guarded yeast strains that gave corporate beers their distinctive flavors. Luna hunched over her microscope, examining bacterial cultures from her latest kombucha batch. Around her, salvaged DNA sequencers hummed, fermentation vessels bubbled, and computer screens displayed multi-hued patterns of genetic sequences. Her grandmother, Rosa, entered carrying a tray with three glasses of homemade kombucha. “Mija, you’ve been working for six hours straight. Drink something.” Luna accepted the glass without looking up. “Abuela, your kombucha tastes better than anything I can buy in stores and the ones I’ve experimented with. Why? I’m using the same base ingredients—tea, sugar, water—but mine never has this complexity.” Her grandmother laughed. “Because I’ve been feeding this SCOBY for forty years. It knows what to do. You can’t rush relationships.” Luna’s sister Maya, lounging against a workbench, waved her phone. “Luna, people have noticed your forum post about Health-Ade’s fermentation process. Someone says you’re wasting your time trying to replicate commercial kombuchas.” “I’m not trying to replicate them,” Luna said, finally looking up. “I’m trying to understand why their kombucha tastes different than that I make at home. It’s not the ingredients. It’s not the process. It’s the microbial genetics.” Rosa sat down beside her granddaughter. “When I was young in Oaxaca, every family had their own kombucha culture, passed down generation to generation. Each tasted different because the bacteria adapted to their environment, their ingredients, their care. We had a saying, Hay tantas fermentaciones en el mundo como estrellas en el cielo nocturno – there are as many ferments in the world as stars in the night sky. The big companies want every bottle to be identical. That kills what makes fermentation special.” “Exactly!” Luna pulled up genetic sequences on her screen. “I’ve been reverse-engineering samples from different commercial kombuchas. Health-Ade, GT’s, Brew Dr—they all have consistent microbial profiles.” The Great Heist: Cracking Corporate DNA Luna’s first major hack targeted Heineken’s legendary “A-yeast” strain, developed in 1886 by Dr. Hartog Elion—a student of renowned chemist Louis Pasteur—in the company’s Amsterdam laboratory and protected by over 150 years of trade secret law. Using samples obtained from discarded brewery waste (technically legal under the “garbage doctrine”), she spent six months mapping the strain’s complete genetic sequence in her makeshift lab. The breakthrough required extraordinary ingenuity. Luna couldn’t afford professional gene sequencers, so she modified a broken Illumina iSeq100 purchased on eBay for $200. Her sequencing runs took weeks rather than hours; her results were identical to those produced by million-dollar laboratory equipment. Her detailed laboratory notebooks, later published as The Garage Genomics Manifesto, became essential reading for the biotech hacker movement. The Budweiser project proved even more challenging. Anheuser-Busch’s century-old master strain had been protected by layers of corporate secrecy rivaling classified military programs. The company maintained multiple backup cultures in cryogenic facilities across three continents, never allowing complete genetic mapping by outside researchers. Luna’s success required infiltrating the company’s waste-disposal systems at four breweries, collecting samples over 18 months while evading corporate security. The Decision The night before Luna was scheduled to meet her fellow bio-hackers at Oakland’s Counter Culture Labs, she sat at her workstation, hesitant, wondering if she was doing the right thing. Her sister Maya came in, looking worried. “Luna, I found something you need to see,” she says. “Remember Marcus Park? He tried releasing proprietary yeast information in 2039. Heineken buried him. He lost everything. His daughter dropped out of college. His wife left him. He’s working at a gas station now.” Luna spent the night researching what happened to Park. She found that almost everyone who challenged corporate IP ended up on the losing side of the law. It was not pretty. In the morning, Abuela Rosa finds her crying in her room. “Mija, what’s wrong?” she asks. “Oh, Abuela,” Luna says between sobs. “What am I doing? What if I’m wrong? What if I destroy our family? What if this ruins Mom and Dad? What if I’m just being selfish?” “That’s the fear talking.” Her grandmother reassured her. “Fear is wisdom warning you to be careful. But fear can also be a cage.” That evening at the Counter Culture Labs, Luna assembled a small group of advisors. She needed their guidance. She had the completed genetic sequences for Heineken A-yeast and Budweiser’s master strain on her laptop, ready for release. But is this the time and place to release them to the world? Dr. Marcus Webb, a bioinformatics researcher in his forties and Luna’s mentor, examined her sequencing data. “This is solid work, Luna. Your jury-rigged equipment is crude. The results are accurate. You’ve fully mapped both strains.” “The question isn’t whether I can do it,” Luna said. “It’s whether I should let the world know I did it.” On screen, Cory Doctorow, the author and digital rights activist, leaned forward. “Let’s be clear about what you’re proposing. You’d be releasing genetic information that corporations have protected as trade secrets for over a century. They’ll argue you stole their intellectual property. You’ll face lawsuits, possibly criminal charges.” “Is it their property?” Luna challenged. “These are naturally occurring organisms. They didn’t create that yeast. Evolution did. They just happened to be there when it appeared. That does not make it theirs any more than finding a wildflower means they own the species. Can you really own something that existed before you found it?” Doctorow, the Electronic Frontier Foundation representative spoke up. “There’s legal precedent both ways. Diamond v. Chakrabarty established that genetically modified organisms can be patented. But naturally occurring genetic sequences? That’s murky. The companies will argue that their decades of cultivation and protection created protectable trade secrets.” “Trade secrets require keeping information secret,” Luna argued. “They throw this yeast away constantly. If they’re not protecting it, how can they claim trade secret status?” Dr. Webb cautioned, “Luna, even if you’re legally in the right—which is debatable—you’re seventeen years old. You’ll be fighting multinational corporations with unlimited legal resources. They’ll bury you in litigation for years.” “That’s where we come in,” Doctorow said. “The EFF can provide legal defense. Creative Commons can help structure the license. You need to understand: this will consume your life. College, career plans, normal teenage experiences—all on hold while you fight this battle.” Luna was quiet for a moment, then pulled up a photo on her laptop: her grandmother Rosa, teaching her to ferment at age seven. “My abuela says fermentation is about sharing and passing living cultures between generations. Corporations have turned it into intellectual property to be protected and controlled. If I can break that control—even a little—isn’t that worth fighting for?” Maya spoke up from the back. “Luna, I love you, but you’re being naive. They won’t just sue you. They’ll make an example of you. Your face on every news channel, portrayed as a thief, a criminal. Our family harassed. Your future destroyed. For what? So people can brew beer with the same yeast as Heineken?” “Not just beer,” Luna responded passionately. “This is about whether living organisms can be owned. Whether genetic information—the code of life itself—can be locked behind intellectual property law. Yes, it starts with beer yeast. But what about beneficial bacteria? Life-saving microorganisms? Medicine-producing fungi? Where does it end?” Dr. Webb nodded slowly. “She’s right. This is bigger than beer. As biotech advances, genetic control becomes power over life itself. Do we want corporations owning that?” Doctorow sighed. “If you do this, Luna, do it right. Release everything simultaneously—BitTorrent, WikiLeaks, Creative Commons servers, distributed networks worldwide. Make it impossible to contain. Include complete cultivation protocols so anyone can reproduce your results. Make the data so damn widely available that suppressing it becomes futile.” “And write a manifesto,” he added. “Explain why you’re doing this. Frame the issue. Make it about principles, not piracy.” Luna nodded, fingers already typing. “When should I release?” “Pick a date with symbolic meaning,” Dr. Webb suggested. “Make it an event, not just a data dump.” Luna smiled. “December 15. The Bill of Rights Day. Appropriate for declaring biological rights, don’t you think?” Maya groaned. “You’re really doing this, aren’t you?” “Yes. I’m really doing this.” The Creative Commons Liberation On Tuesday, December 15, 2043—a date now celebrated as “Open Flavor Day”—Luna released the genetic sequences on multiple open-source networks. Her manifesto, titled Your Grandmother’s Yeast Is Your Birthright, argued that microbial genetics belonged to humanity’s shared heritage rather than corporate shareholders. It stated: Commercial companies have protected yeast strains for over a century. They’ve used intellectual property law to control flavor itself. But genetic information isn’t like a recipe or a formula—it’s biological code that evolved over millions of years before humans ever cultivated it. These strains are protected as trade secrets—the bacteria don’t belong to anyone. They existed before Heineken, before Budweiser, before trademark law. The companies just happened to isolate and cultivate them. Her data packages included DNA sequences and complete protocols for cultivating, modifying, and improving the strains. Luna’s releases came with user-friendly software that allowed amateur brewers to simulate genetic modifications before attempting them in real fermentations. Within 24 hours, over ten thousand people worldwide downloaded the files. The Creative Commons community erupted in celebration. Cory Doctorow’s blog post, The Teenager Who Stole Christmas (From Corporate Beer), went viral within hours. The Electronic Frontier Foundation immediately offered Luna legal protection, while the Free Software Foundation created the “Luna Defense Fund” to support her anticipated legal battles. The Legal Assault Heineken’s response was swift. The company filed emergency injunctions in 12 countries simultaneously, seeking to prevent the distribution of its “stolen intellectual property.” Their legal team, led by former U.S. Attorney General William Barr III, demanded Luna’s immediate arrest for “economic terrorism” and “theft of trade secrets valued at over $50 billion.” Anheuser-Busch’s reaction was even more extreme. CEO Marcel Telles IV appeared on CNBC, calling Luna “a bioterrorist who threatens the foundation of American capitalism.” The company hired private investigators to surveil Luna’s family and offered a $10 million reward for information leading to her prosecution. Their legal filing compared Luna’s actions to “stealing the formula for Coca-Cola and publishing it in the New York Times.” In Heineken’s Amsterdam headquarters, executives convened an emergency meeting. “Who is Luna Reyes?” the CEO demanded. The legal counsel pulled up information. “She’s a seventeen-year-old high school student in Oakland, California. No criminal record. Volunteers at a maker space. Has been posting about fermentation on various forums for years.” “A child released our proprietary yeast strain to the world, and we didn’t know she was even working on this?” The CEO’s face reddened. “How do we contain it?” “We can’t. It’s distributed across thousands of servers in dozens of countries with different IP laws. We can sue Reyes, but the information is out there permanently.” An executive interjected, “What about the other breweries? Will they join our lawsuit?” “Some are considering it. Others…” The counsel paused. “Others are quietly downloading the sequences themselves. They see an opportunity to break our market dominance.” “She obtained samples from our waste disposal,” another executive explained. “Technically legal under the garbage doctrine. The sequencing itself isn’t illegal. The release under Creative Commons…” “Is theft!” the CEO shouted. “File emergency injunctions. Twelve countries. Get her arrested for economic terrorism.” Similar scenes played out at Anheuser-Busch headquarters in St. Louis. CEO Telles addressed his team: “This is bioterrorism. She’s destroyed intellectual property worth billions. I want her prosecuted to the fullest extent of the law. Hire private investigators. Find everything about her and her family. Make her life hell!” By noon, both companies had filed lawsuits. By evening, Fox News was running stories about the “teenage bioterrorist” who “stole American corporate secrets.” Back in Oakland, Luna’s phone rang constantly. Her parents discovered what she’d done. Her mother cried. Her father was furious and terrified. Friends called with either congratulations or warnings. She was convinced that private investigators were photographing their house. Maya suspected she was followed to work. On Wednesday morning, Dr. Webb calls: “Luna, they’re offering me $2 million to testify against you. They’re going after everyone in your network.” Luna has a sickening feeling that she’s put everyone at risk. By Thursday, she is considering taking it all back somehow, sending an apology to the corporations, anything to protect her family. Luna turned off her phone and sat with her grandmother. “It’s started,” Luna said quietly. “Sí, mija. You’ve declared war. Now we see if you can survive it.” Maya burst in, laptop in hand. “Luna, you need to see this. The downloads aren’t slowing—they’re accelerating. Every time Heineken or Budweiser shuts down a website, ten mirror sites appear. People are treating this like a digital freedom fight. You’ve become a symbol.” Luna pulled up her own screen. The #FreeLuna hashtag was trending. Crowdfunding campaigns for her legal defense had raised $400,000 in twelve hours. Academic institutions were publicly endorsing her release, calling it “essential scientific information.” “They’re trying to destroy you,” Maya said, “but they’re making you famous instead.” Rosa handed Luna a fresh kombucha. “This is what happens when you fight for what’s right, mija. Sometimes the world surprises you by supporting you.” Luna’s Fame The corporations’ attempts to suppress Luna’s releases had the opposite effect. Every cease-and-desist letter generated thousands of new downloads. The genetic data became impossible to contain once the academic community embraced Luna’s work. Dr. Jennifer Doudna, the legendary Crispr pioneer now in her eighties, publicly endorsed Luna’s releases in a Science magazine editorial: Ms. Reyes has liberated essential scientific information that corporations held hostage for commercial gain. Genetic sequences from naturally occurring organisms should not be locked behind intellectual property law. They belong to humanity’s knowledge commons. While corporations claim Luna stole trade secrets, I argue she freed biological knowledge that was never theirs to own. There are no trade secrets in biology—only knowledge temporarily hidden from the commons. This is civil disobedience of the highest order—breaking unjust laws to advance human freedom. Ms. Reyes didn’t steal; she liberated. MIT’s biology department invited Luna to lecture, while Harvard offered her a full scholarship despite her lack of a high school diploma. The legal battles consumed corporate resources while generating negative publicity. Heineken’s stock price dropped 34% as consumers organized boycotts in support of Luna’s “yeast liberation.” Beer sales plummeted as customers waited for home-brewed alternatives using Luna’s open-source genetics. The Flavor Renaissance Luna’s releases triggered an explosion of creativity that corporate R&D departments had never imagined. Within six months, amateur brewers worldwide were producing thousands of flavor variations impossible under corporate constraints. The open-source model enabled rapid iteration and global collaboration, rendering traditional brewing companies obsolete. The world was engaged. In some of the most unlikely places. In Evanston, Illinois, a group of former seminary students who discovered fermentation during a silent retreat, transformed Gregorian chants into microbial devotionals. Tenor Marcus Webb (Dr. Webb’s nephew) realized symbiosis mirrored vocal harmony—multiple voices creating something greater than their parts. “In honoring the mystery of fermentation we express our love of the Creator,” he said. Here's ‘Consortium Vocalis' honoring the mother SCOBY. [Chorus]Our SCOBYIs pureOur SCOBYIs strongOur SCOBYKnows no boundariesOur SCOBYStrengthens as it fermentsOur SCOBYIs bacteria and yeast Our SCOBYTurns sucrose into glucose and fructoseIt ferments these simple sugars into ethanol and carbon dioxide,Acetic acid bacteria oxidize much of that ethanol into organic acidsSuch as acetic, gluconic, and other acids.This steadily lowers the pHMaking the tea taste sour-tangy instead of purely sweet. [Chorus] Our SCOBYThen helps microbes produce acids, enzymes, and small amounts of B‑vitaminsWhile probiotics grow in the liquid.The pH falls to help inhibit unwanted microbesOur SCOBY creates a self-preserving, acidic environment in the tea [Chorus] In Kingston, Jamaica, Rastafarian’s combined an award-winning kombucha sequenced in Humboldt County, California, with locally grown ganja into a sacramental beverage to help open their mind to reasoning and focus on Jah. Once fermented, it was consumed over the course of a three-day Nyabinghi ceremony. “Luna Reyes is truly blessed. She strengthened our unity as a people, and our Rastafari’ booch help us chant down Babylon,” a Rasta man smiled, blowing smoke from a spliff the size of his arm. The Groundation Collective’s reggae anthem ‘Oh Luna’ joyfully celebrated Luna Reyes’ pioneering discovery. Oh Luna, Oh Luna, Oh Luna ReyesI love the sound of your nameYou so deserve your fame Luna, Luna, Oh Luna ReyesShining brightYou warm my heart Luna, Luna, Oh Luna ReyesYou cracked the codeTeenage prophet, fermentation queenSymbiosis roadA genius at seventeen Oh Luna, Luna, Luna ReyesBeautiful moonMakes me swoon Oh Luna, Luna, Luna ReyesFreedom to fermentYou are heaven sentTo save us Luna, Luna, Oh Luna ReyesYou opened the doorTo so much moreKombucha tastes so goodLike it should Oh Luna, Oh Luna, Oh LunaI love you, love you, love youOh Luna, Luna, LunaLove you, love you,Love Luna, Luna love. In São Paulo, Brazil, MAPA-certified Brazilian kombucha brands combined Heineken and cacao-fermenting yeasts with cupuaçu from indigenous Amazonian peoples, to create the chocolate-flavored ‘booch that won Gold at the 20th World Kombucha Awards. A cervejeiro explained to reporters: “Luna Reyes gave us the foundation. We added local innovation. This is what happens when you democratize biology.” The Brazilian singer Dandara Sereia covered ‘Our Fermented Future’—The Hollow Pines tune destined to become a hit at the 2053 Washington DC Fermentation Festival. Baby sit a little closer, sip some ‘booch with meI brewed this batch with the SCOBY my grandma gave to me.On the back porch swing at twilight, watching fireflies danceYour hand in mine, kombucha fine, the sweetest sweet romance. They say that wine and roses are the way to win the heartBut your kombucha warmed me right up from the start.Fermentation makes the heart grow fonder, truer words they ain’t been saidYour SCOBY’s got a place forever — in my heart, and in my bed. Let’s share our SCOBYs, baby, merge our ferments into oneLike cultures in a crock jar dancing, underneath the sun.The tang of your Lactobacillus is exactly what I’m missingYour Brettanomyces bacteria got this country girl reminiscing. Oh yeah, let’s share those SCOBYs, baby, merge our ferments into oneYour yeasts and my bacteria working till the magic’s doneYou’ve got the acetic acid honey, I’ve got the patience and the timeLet’s bubble up together, let our cultures intertwine. I’ve got that symbiotic feeling, something wild and something trueYour SCOBY’s in my heart, right there next to youThe way your Acetobacter turns sugar into goldIs how you turned my lonely life into a hand to hold. We’ve got the acetic acid and the glucuronic tooWe’ve got that symbiotic feeling, so righteous and so trueOne sip of your sweet ‘booch, Lord, and you had me from the start,It’s our fermented future, that no-one can tear apart. It’s our fermented future…It’s our fermented future…It’s our fermented future… “Luna Variants”—strains derived from her releases—began winning international brewing competitions, embarrassing corporate entries with their complexity and innovation. Traditional beer flavors seemed flat and artificial compared to the genetic symphonies created by collaborative open-source development. Despite the outpouring of positive vibes, the corporations spared no expense to hold Luna to account in the courts. The Preliminary Hearing A preliminary hearing was held in the United States District Court for the Northern District of California on June 14, 2044. Luna sat at the defendant’s table, her hands folded so tightly her knuckles had gone white. She wore a borrowed blazer—too big in the shoulders—over a white button-down shirt Maya had ironed that morning. At seventeen, she looked even younger under the courtroom’s fluorescent lights. Across the aisle, Heineken’s legal team occupied three tables. Fifteen attorneys in matching navy suits shuffled documents and whispered into phones. Their lead counsel, William Barr III, wore gold cufflinks that caught the light when he gestured. Luna recognized him from the news—the former Attorney General, now commanding $2,000 an hour to destroy people like her. Her own legal representation consisted of two people: Rose Kennerson from the Electronic Frontier Foundation, a public interest lawyer who’d flown in from DC on a red-eye, and Dr. Marcus Webb, technically a witness but sitting beside Luna because she’d asked him to. Behind them, the gallery was packed. Luna’s parents sat in the second row, her father’s face gray, her mother clutching a rosary. Maya had taken the day off work. Abuela Rosa sat in the front row directly behind Luna, her ancient SCOBY wrapped in silk in her lap, as if its presence might protect her granddaughter. Judge Catherine Ironwood entered—sixty-ish, steel-gray hair pulled back severely, known for pro-corporate rulings. She’d been a pharmaceutical industry lawyer for twenty years before her appointment. “All rise,” the bailiff called. Judge Ironwood settled into her chair and surveyed the courtroom with the expression of someone who’d already decided the outcome and resented having to perform the formalities. “We’re here for a preliminary injunction hearing in Heineken International B.V. versus Luna Marie Reyes.” She looked directly at Luna. “Ms. Reyes, you’re seventeen years old?” Luna stood, hesitant. “Yes, your honor.” “Where are your parents?” “Here, your honor.” Luna’s mother half-rose, then sat back down. “Ms. Kennerson, your client is a minor. Are the parents aware they could be held liable for damages?” Rose Kennerson stood smoothly. “Yes, your honor. The Reyes family has been fully advised of the legal implications.” Luna glanced back. Her father’s jaw was clenched so tight she could see the muscles working. He wouldn’t meet her eyes. “Very well. Mr. Barr, you may proceed.” Barr rose like a battleship emerging from fog—massive, expensive, inevitable. He buttoned his suit jacket and approached the bench without notes. “Your honor, this is the simplest case I’ve argued in thirty years. The defendant admits to obtaining my client’s proprietary biological materials. She admits to sequencing their genetic information. She admits to distributing that information globally, in deliberate violation of trade secret protections that have existed for over 150 years. She did this knowingly, systematically, and with the explicit intent to destroy my client’s competitive advantage.” Luna felt Sarah’s hand on her arm—stay calm. Barr continued. “Heineken International has invested over $200 million in the development, cultivation, and protection of the A-yeast strain. Then this teenager”—he pointed at Luna—”obtained samples from our waste disposal systems, reverse-engineered our genetic sequences, and released them to the world via BitTorrent, deliberately placing them beyond retrieval.” He paced now, warming to his theme. “The damage is incalculable. We estimate lost market value at $50 billion. But it’s not just about money. The defendant has destroyed the possibility of competition in the brewing industry. When everyone has access to the same genetic materials, there’s no innovation, no differentiation, no reason for consumers to choose one product over another. She has, in effect, communized an entire industry.” Luna couldn’t help herself. “That’s not—” Sarah grabbed her wrist. “Don’t.” Judge Ironwood’s eyes narrowed. “Ms. Reyes, you will have your opportunity to speak. Until then, you will remain silent, or I will have you removed from this courtroom. Do you understand?” “Yes, your honor.” Luna’s voice came out smaller than she intended. Barr smiled slightly. “Your honor, the relief we seek is straightforward. We ask this court to order the defendant to provide us with a complete list of all servers, websites, and distribution networks where the stolen genetic data currently resides. We ask that she be ordered to cooperate fully in suppressing the data. We ask that she be enjoined from any further distribution. And we ask that she be ordered to pay compensatory damages of $5 billion, plus punitive damages to be determined at trial.” He returned to his seat. One of his associate attorneys handed him a bottle of Pellegrino. He took a sip and waited. Judge Ironwood looked at Sarah. “Ms. Kennerson?” Sarah stood. She looked tiny compared to Barr—five-foot-three, maybe 110 pounds, wearing a suit from Target. But when she spoke, her voice filled the courtroom. “Your honor, Mr. Barr has given you a compelling story about a corporation that’s been wronged. But it’s not the right story. The right story is about whether naturally occurring organisms—creatures that evolved over millions of years, long before humans ever existed—can be owned by a corporation simply because that corporation happened to isolate them.” She walked toward the bench. “Let’s be clear about what the A-yeast strain is. It’s not a genetically modified organism. It’s not a patented invention. It’s a naturally occurring yeast. Heineken didn’t create it. Evolution created it. Heineken merely found it. And for 158 years, they’ve claimed that finding something gives them the right to prevent anyone else from studying it, understanding it, or using it.” Barr was on his feet. “Objection, your honor. This is a preliminary hearing about injunctive relief, not a philosophical debate about intellectual property theory.” “Sustained. Ms. Kennerson, please focus on the specific legal issues before this court.” “Your honor, the specific legal issue is whether naturally occurring genetic sequences constitute protectable trade secrets. My client contends they do not. She obtained the yeast samples from Heineken’s waste disposal—materials they had discarded. Under the garbage doctrine, she had every right to analyze those materials. The genetic sequences she discovered are factual information about naturally occurring organisms. You cannot trade-secret facts about nature.” Luna watched Judge Ironwood’s face. Nothing. No reaction. Sarah pressed on. “Mr. Barr claims my client ‘stole’ genetic information worth $5 billion. But information cannot be stolen—it can only be shared. When I tell you a fact, I don’t lose possession of that fact. We both have it. That’s how knowledge works. Heineken hasn’t lost their yeast. They still have it. They can still brew with it. What they’ve lost is their monopoly on that knowledge. And monopolies on facts about nature should never have existed in the first place.” “Your honor—” Barr tried to interrupt. Judge Ironwood waved him down. “Continue, Ms. Kennerson.” “Your honor, Heineken wants this court to order a seventeen-year-old girl to somehow suppress information that has already been distributed to over 100,000 people in 147 countries. That’s impossible. You can’t unring a bell. You can’t put knowledge back in a bottle. Even if this court ordered my client to provide a list of servers—which she shouldn’t have to do—that list would be incomplete within hours as new mirror sites appeared. The information is out. The only question is whether we punish my client for sharing factual information about naturally occurring organisms.” She turned to face Luna’s family. “Ms. Reyes taught herself bioinformatics from YouTube videos. She works at home with equipment she bought on eBay. She has no criminal record. She’s never been in trouble. She saw a question that interested her—why do commercial beers taste like they do?—and she pursued that question with the tools available to her. When she discovered the answer, she shared it with the world, under a Creative Commons license that specifically protects sharing for educational and scientific purposes. If that’s terrorism, your honor, then every scientist who’s ever published a research paper is a terrorist.” Sarah sat down. Luna wanted to hug her. Judge Ironwood leaned back. “Ms. Reyes, stand up.” Luna rose, her legs shaking. “Do you understand the seriousness of these proceedings?” “Yes, your honor.” “Do you understand that Heineken International is asking me to hold you in contempt of court if you refuse to help them suppress the information you released?” “Yes, your honor.” “Do you understand that contempt of court could result in your detention in a juvenile facility until you reach the age of eighteen, and potentially longer if the contempt continues?” Luna’s mother gasped audibly. Her father put his arm around her. “Yes, your honor,” Luna said, though her voice wavered. “Then let me ask you directly: If I order you to provide Heineken with a complete list of all locations where the genetic data you released currently resides, will you comply?” The courtroom went silent. Luna could hear her own heartbeat. Sarah started to stand—”Your honor, I advise my client not to answer—” “Sit down, Ms. Kennerson. I’m asking your client a direct question. She can choose to answer or not.” Judge Ironwood’s eyes never left Luna. “Well, Ms. Reyes? Will you comply with a court order to help Heineken suppress the information you released?” Luna looked at her parents. Her mother was crying silently. Her father’s face was stone. She looked at Abuela Rosa. Her grandmother nodded once—tell the truth. Luna looked back at the judge. “No, your honor.” Barr shot to his feet. “Your honor, the defendant has just admitted she intends to defy a court order—” “I heard her, Mr. Barr.” Judge Ironwood’s voice was ice. “Ms. Reyes, do you understand you’ve just told a federal judge you will refuse a direct order?” “Yes, your honor.” “And you’re still refusing?” “Yes, your honor.” “Why?” Sarah stood quickly. “Your honor, my client doesn’t have to explain—” “I want to hear it.” Judge Ironwood leaned forward. “Ms. Reyes, tell me why you would risk jail rather than help undo what you’ve done.” Luna took a breath. Her whole body was shaking, but her voice was steady. “Because it would be wrong, your honor.” “Wrong how?” “The genetic sequences I released evolved over millions of years. Heineken didn’t create that yeast. They isolated one strain and claimed ownership of it. The code of life belongs to everyone. That’s humanity’s heritage. Even if you send me to jail, I can’t help suppress the truth.” Judge Ironwood stared at her for a long moment. “That’s a very pretty speech, Ms. Reyes. But this court operates under the law, not your personal philosophy about what should or shouldn’t be owned. Trade secret law exists. Heineken’s rights exist. And you violated those rights.” Luna did not hesitate. “With respect, your honor, I don’t think those rights should exist.” Barr exploded. “Your honor, this is outrageous! The defendant is openly stating she believes she has the right to violate any law she disagrees with—” “That’s not what I said.” Luna’s fear was transforming into something else—something harder. “I’m saying that some laws are unjust. And when laws are unjust, civil disobedience becomes necessary. People broke unjust laws during the civil rights movement. People broke unjust laws when they helped slaves escape. The constitution says members of the military do not have to obey illegal orders, despite what those in power might claim. Sometimes the law is wrong. And when the law says corporations can own genetic information about naturally occurring organisms, the law is wrong.” Judge Ironwood’s face flushed. “Ms. Reyes, you are not Rosa Parks. This is not the civil rights movement. This is a case about intellectual property theft.” “It’s a case about whether life can be property, your honor.” “Enough.” Judge Ironwood slammed her gavel. “Ms. Kennerson, control your client.” Sarah pulled Luna back into her chair. “Luna, stop talking,” she hissed. Judge Ironwood shuffled papers, visibly trying to compose herself. “I’m taking a fifteen-minute recess to consider the injunction request. We’ll reconvene at 11:30. Ms. Reyes, I strongly suggest you use this time to reconsider your position.” The gavel fell again, and Judge Ironwood swept out. The hallway outside the courtroom erupted. Reporters swarmed. Luna’s father grabbed her arm and pulled her into a witness room. Her mother followed, still crying. Maya slipped in before Sarah closed the door. “What were you thinking?” Luna’s father’s voice shook. “You just told a federal judge you’ll defy her orders. They’re going to put you in jail, Luna. Do you understand that? Jail!” “Ricardo, please—” Her mother tried to calm him. “No, Elena. Our daughter just committed contempt of court in front of fifty witnesses. They’re going to take her from us.” He turned to Luna, his eyes wet. “Why? Why couldn’t you just apologize? Say you made a mistake? We could have ended this.” “Because I didn’t make a mistake, Papa.” “You destroyed their property!” “It wasn’t their property. It was never their property.” “The law says it was!” “Then the law is wrong!” Her father stepped back as if she’d slapped him. “Do you know what your mother and I have sacrificed to keep you out of trouble? Do you know how hard we’ve worked since we came to this country to give you opportunities we never had? And you throw it away for yeast. Not for justice. Not for people. For yeast.” Luna’s eyes filled with tears. “It’s not about yeast, Papa. It’s about whether corporations get to own life. If Heineken can own yeast, why not bacteria? Why not human genes? Where does it stop?” “It stops when my daughter goes to jail!” He was shouting now. “I don’t care about Heineken. I don’t care about yeast. I care about you. And you just told that judge you’ll defy her. She’s going to put you in jail, and there’s nothing I can do to stop it.” “Ricardo, por favor—” Elena put her hand on his arm. He shook it off. “No. She needs to hear this. Luna, if you go to jail, your life is over. No college will accept you. No company will hire you. You’ll have a criminal record. You’ll be marked forever. Is that what you want?” “I want to do what’s right.” “What’s right is protecting your family! What’s right is not destroying your future for a principle!” he said. Luna responded, “What’s right is not letting corporations own the code of life!”They stared at each other. Maya spoke up quietly from the corner. “Papa, she can’t back down now. The whole world is watching.” “Let the world watch someone else!” Ricardo turned on Maya. “You encourage this. You film her, you post her manifestos online, you help her become famous. You’re her sister. You’re supposed to protect her, not help her destroy herself.” “I am protecting her,” Maya said. “I’m protecting her from becoming someone who backs down when the world tells her she’s wrong, even though she knows she’s right.” Ricardo looked between his daughters. “Ambos están locos! You’re both insane.” Abuela Rosa opened the door and entered. She’d been listening from the hallway. “Ricardo, enough.” “Mama, stay out of this.” “No.” Rosa moved between Ricardo and Luna. “You’re afraid. I understand. But fear makes you cruel, mijo. Your daughter is brave. She’s doing something important. And you’re making her choose between you and what’s right. Don’t do that.” “She’s seventeen years old! She’s a child!” “She’s old enough to know right from wrong.” Rosa put her hand on Ricardo’s cheek. “When I was sixteen, I left Oaxaca with nothing but the clothes on my back and this SCOBY. Everyone said I was crazy. Your father said I would fail. But I knew I had to go, even if it cost me everything. Sometimes our children have to do things that terrify us. That’s how the world changes.” Ricardo pulled away. “If they put her in jail, will that change the world, Mama? When she’s sitting in a cell while Heineken continues doing whatever they want, will that have been worth it?” “Yes,” Luna said quietly. “Even if I go to jail, yes. Because thousands of people now have the genetic sequences, Heineken can’t put that back. They can punish me, but they can’t undo what I did. The information is free. It’s going to stay free. And if the price of that is me going to jail, then that’s the price.” Her father looked at her as if seeing her for the first time. “I don’t know who you are anymore.” “I’m still your daughter, Papa. I’m just also someone who won’t let corporations own life.” A knock on the door. Sarah poked her head in. “They’re reconvening. Luna, we need to go.” Back in the courtroom, the atmosphere had shifted. The gallery was more crowded—word had spread during the recess. Luna recognized several people from online forums. Some held signs reading “FREE LUNA” and “GENETICS BELONG TO EVERYONE.” Judge Ironwood entered and sat without ceremony. “I’ve reviewed the submissions and heard the arguments. This is my ruling.” Luna’s hand found Maya’s in the row behind her. Squeezed tight. “The question before this court is whether to grant Heineken International’s motion for a preliminary injunction requiring Ms. Reyes to assist in suppressing the genetic information she released. To grant such an injunction, Heineken must demonstrate four things: likelihood of success on the merits, likelihood of irreparable harm without the injunction, balance of equities in their favor, and that an injunction serves the public interest.” Barr was nodding. These were his arguments. “Having considered the evidence and the applicable law, I find that Heineken has demonstrated likelihood of success on the merits. Trade secret law clearly protects proprietary business information, and the A-yeast strain appears to meet the legal definition of a trade secret.” Luna’s stomach dropped. “However, I also find that Heineken has failed to demonstrate that a preliminary injunction would effectively prevent the irreparable harm they claim. Ms. Kennerson is correct that the genetic information has already been distributed to over 100,000 people worldwide. Ordering one teenager to provide a list of servers would be, in technical terms, pointless. New copies would appear faster than they could be suppressed.” Barr’s face tightened. “Furthermore, I find that the balance of equities does not favor Heineken. They ask this court to potentially incarcerate a seventeen-year-old girl for refusing to suppress information that is, by her account, factual data about naturally occurring organisms. The potential harm to Ms. Reyes—including detention, criminal record, and foreclosure of educational and career opportunities—substantially outweighs any additional harm Heineken might suffer from continued distribution of information that is already widely distributed.” Luna felt Maya’s grip tighten. Was this good? This sounded good. “Finally, and most importantly, I find that granting this injunction would not serve the public interest. The court takes judicial notice that this case has generated substantial public debate about the scope of intellectual property protection in biotechnology. The questions raised by Ms. Reyes—whether naturally occurring genetic sequences should be ownable, whether facts about nature can be trade secrets, whether knowledge can be property—are questions that deserve answers from a higher authority than this court. These are questions for appellate courts, perhaps ultimately for the Supreme Court. And they are questions best answered in the context of a full trial on the merits, not in an emergency injunction hearing.” Barr was on his feet. “Your honor—” “Sit down, Mr. Barr. I’m not finished.” He sat, his face purple. “Therefore, Heineken International’s motion for preliminary injunction is denied. Ms. Reyes will not be required to assist in suppressing the genetic information she released. However,”—Judge Ironwood looked directly at Luna—”this ruling should not be construed as approval of Ms. Reyes’ actions. Heineken’s claims for damages and other relief remain viable and will proceed to trial. Ms. Reyes, you may have won this battle, but this war is far from over. Anything you want to say?” Luna stood slowly. “Your honor, I just want to say… thank you. For letting this go to trial. For letting these questions be answered properly. That’s all I ever wanted—for someone to seriously consider whether corporations should be allowed to own genetic information about naturally occurring organisms. So thank you.” Judge Ironwood’s expression softened slightly. “Ms. Reyes, I hope you’re prepared for what comes next. Heineken has unlimited resources. They will pursue this case for years if necessary. You’ll be in litigation until you’re twenty-five years old. Your entire young adulthood will be consumed by depositions, court appearances, and legal fees. Are you prepared for that?” “Yes, your honor.” “Why?” Luna glanced at her grandmother, who nodded. “Because some questions are worth answering, your honor. Even if it takes years. Even if it costs everything. The question of whether corporations can own life—that’s worth answering. And if I have to spend my twenties answering it, then that’s what I’ll do.” Judge Ironwood studied her for a long moment. “You remind me of someone I used to know. Someone who believed the law should serve justice, not just power.” She paused. “That person doesn’t exist anymore. The law ground her down. I hope it doesn’t do the same to you.” She raised her gavel. “This hearing is adjourned. The parties will be notified of the trial date once it’s scheduled. Ms. Reyes, good luck. I think you’re going to need it.” The gavel fell. Outside the courthouse, the scene was chaotic. News cameras surrounded Luna. Reporters shouted questions. But Luna barely heard them. She was looking at her father, who stood apart from the crowd, watching her. She walked over to him. “Papa, I’m sorry I yelled.” He didn’t speak for a moment. Then he pulled her into a hug so tight it hurt. “Don’t apologize for being brave,” he whispered into her hair. “I’m just afraid of losing you.” “You won’t lose me, Papa. I promise.” “You can’t promise that. Not anymore.” He pulled back, holding her shoulders. “But I’m proud of you. I’m terrified, but I’m proud.” Her mother joined them, tears streaming down her face. “No more court. Please, no more court.” “I can’t promise that either, Mama.” Elena touched Luna’s face. “Then promise me you’ll be careful. Promise me you’ll remember that you’re not just fighting for genetics. You’re fighting for your life.” Luna smiled. “I promise.” Abuela Rosa appeared, carrying her SCOBY. “Come, mija. We should go before the reporters follow us home.” As they pushed through the crowd toward Maya’s car, Luna's phone buzzed continuously. Text messages and emails pouring in. But what caught her attention was a text from Dr. Webb: You were right. I’m sorry I doubted. Check your email—Dr. Doudna wants to talk. Luna opened her email. The subject line made her stop walking: From: jennifer.doudna@berkeley.eduSubject: Civil Disobedience of the Highest Order She started to read: Dear Ms. Reyes, I watched your hearing this morning. What you did in that courtroom—refusing to back down even when threatened with jail—was one of the bravest things I’ve seen in forty years of science. You’re not just fighting for yeast genetics. You’re fighting for the principle that knowledge about nature belongs to humanity, not to corporations. I want to help… Luna looked up at her family—her father’s worried face, her mother’s tears, Maya’s proud smile, Abuela Rosa’s serene confidence. Behind them, the courthouse where she’d nearly been sent to jail. Around them, reporters and cameras and strangers who’d traveled across the country to support her. She thought about Judge Ironwood’s warning: This war is far from over. She thought about Barr’s face when the injunction was denied. She thought about the thousands who’d downloaded the genetic sequences and were, right now, brewing with genetics that had been locked away for 158 years. Worth it. All of it. Even the fear. Maya opened the car door. “Come on, little revolutionary. Let’s go home.” The Corporate Surrender By 2045, both Heineken and Anheuser-Busch quietly dropped their lawsuits against Luna. Their legal costs had exceeded $200 million while accomplishing nothing except generating bad publicity. More importantly, their “protected” strains had become worthless in a market flooded with superior alternatives. Heineken’s CEO attempted to salvage the company by embracing open-source brewing. His announcement that Heineken would “join the La Luna Revolution” was met with skepticism from the brewing community, which recalled the company’s aggressive legal tactics. The craft brewing community’s response was hostile. “They spent two years trying to destroy her,” a prominent brewmaster told The New Brewer Magazine. “Now they want credit for ’embracing’ the revolution she forced on them? Heineken didn’t join the Luna Revolution—they surrendered to it. There’s a difference.” The global brands never recovered their market share. Luna’s Transformation Luna’s success transformed her from a garage tinkerer into a global icon of the open knowledge movement. Her 2046 TED Talk, “Why Flavor Belongs to Everyone,” went viral. She argued that corporate control over living organisms represented “biological colonialism” that impoverished human culture by restricting natural diversity. Rather than commercializing her fame, Luna founded the Global Fermentation Commons, a nonprofit organization dedicated to preserving and sharing microbial genetics worldwide. Their laboratories operated as open-access research facilities where anyone could experiment with biological systems. The headquarters of the Global Fermentation Commons occupied a former Genentech facility donated by Dr. Webb. Six continents, forty researchers, one mission: preserve and share microbial genetics worldwide. Luna addressed a crowded auditorium at the organization’s third anniversary. “When I released Heineken and Budweiser’s yeast strains, some people called it theft. Others called it liberation. I called it returning biological knowledge to the commons, where it belongs. Three years later, so-called Luna Variants have created economic opportunities for thousands of small brewers, improved food security in developing regions, and demonstrated that genetic freedom drives innovation faster than corporate control.” She continued. “We’re not stopping with beer. The same principles apply to all fermentation: cheese cultures, yogurt bacteria, koji fungi, sourdough starters. Every traditionally fermented food relies on microorganisms that corporations increasingly claim to own. We’re systematically liberating them.” A World Health Organization representative raised a concern: “Ms. Reyes, while we support democratizing food fermentation, there are legitimate concerns about pharmaceutical applications. What prevents someone from using your open-source genetics to create dangerous organisms?” Luna nodded. “Fair question. First, the organisms we release are food-safe cultures with centuries of safe use. Second, dangerous genetic modifications require sophisticated laboratory equipment and expertise—far beyond what releasing genetic sequences enables. Third, determined bad actors already have access to dangerous biology, enabled by AI. We’re not creating new risks; we’re democratizing beneficial biology.” “Pharmaceutical companies argue you’re undermining their investments in beneficial organisms,” another representative pressed. “Pharmaceutical companies invest in modifying organisms,” Luna clarified. “Those modifications can be patented. What we oppose is claiming ownership over naturally occurring organisms or their baseline genetics. If you genetically engineer a bacterium to produce insulin, patent your engineering. Don’t claim ownership over the bacterial species itself.” A Monsanto representative stood. “Your organization recently cracked and released our proprietary seed genetics. That’s direct theft of our property.” Luna didn’t flinch. “Seeds that farmers cultivated for thousands of years before Monsanto existed? You didn’t invent corn, wheat, or soybeans. You modified them. Your modifications may be protectable; the baseline genetics are humanity’s heritage. We’re liberating what should never have been owned.” “The ‘Luna Legion’ has cost us hundreds of millions!” the representative protested. “Good,” Luna responded calmly. “You’ve cost farmers their sovereignty for decades. Consider it karma.” After the presentation, Dr. Doudna approached Luna privately. “You’ve accomplished something remarkable,” the elderly scientist said. “When I developed Crispr, I never imagined a teenager would use similar principles to challenge corporate biology. You’re forcing conversations about genetic ownership that we’ve avoided for decades.” “It needed forcing,” Luna replied. “Corporations were quietly owning life itself, one patent at a time. Someone had to say no.” “The pharmaceutical industry is terrified of you,” Doudna continued. “They see what happened to brewing and imagine the same for their carefully controlled bacterial strains. You’re going to face even more aggressive opposition.” “I know. Once people understand that biological knowledge can be liberated, they start questioning all biological ownership. We’re not stopping.” The New Economy of Taste Following Luna’s breakthrough, peer-to-peer flavor-sharing platforms emerged as the dominant force in food culture. The “FlavorChain” blockchain allowed brewers to track genetic lineages while ensuring proper attribution to original creators. SCOBY lineages were carefully sequenced, catalogued, and registered on global blockchain ledgers. Each award-winning kombucha strain carried a “genetic passport”—its microbial makeup, the unique balance of yeasts and bacteria that gave rise to particular mouthfeel, fizz, and flavor spectrum, was mapped, hashed, and permanently recorded. Brewers who created a new flavor could claim authorship, just as musicians once copyrighted songs. No matter how many times a SCOBY was divided, its fingerprint could be verified. Fermentation Guilds formed to share recipes through FlavorChain, enabling decentralized digital markets like SymbioTrdr, built on trust and transparency rather than speculation. They allowed people to interact and transact on a global, permissionless, self-executing platform. Within days, a SCOBY strain from the Himalayas could appear in a brew in Buenos Aires, its journey traced through open ledgers showing who tended, adapted, and shared it. Kombucha recipes were no longer jealously guarded secrets. They were open to anyone who wanted to brew. With a few clicks, a Guild member in Nairobi could download the blockchain-verified SCOBY genome that had won Gold at the Tokyo Fermentation Festival. Local biotech printers—as common in 2100 kitchens as microwave ovens had once been—could reconstitute the living culture cell by cell. Children began inheriting SCOBY lineages the way earlier generations inherited family names. Weddings combined SCOBY cultures as symbolic unions. (Let’s share our SCOBYs, baby, merge our ferments into one.) When someone died, their SCOBY was divided among friends and family—a continuation of essence through taste. Kombucha was no longer merely consumed; it was communed with. This transparency transformed kombucha from a minority regional curiosity into a universal language. A festival in Brazil might feature ten local interpretations of the same “Golden SCOBY” strain—one brewed with passionfruit, another with cupuaçu, a third with açaí berries. The core microbial signature remained intact, while the terroir of fruit and spice gave each version a unique accent. Brewers didn’t lose their craft—they gained a canvas. Award-winning SCOBYs were the foundations on which endless new flavor experiments flourished. Many people were now as prolific as William Esslinger, the founder of St Louis’s Confluence Kombucha, who was renowned for developing 800 flavors in the 2020s. Code of Symbiosis The Symbiosis Code, ratified at the first World Fermentation Gathering in Reykjavik (2063), bound Fermentation Guilds to three principles: Transparency — All microbial knowledge is to be shared freely. Reciprocity — No brew should be produced without acknowledging the source. Community — Every fermentation must nourish more than the brewer. This code replaced corporate law. It was enforced by reputation, not by governments. A Guild member who betrayed the code found their SCOBYs mysteriously refusing to thrive—a poetic justice the biologists never quite explained. Every Guild had elders—called Mothers of the Jar or Keepers of the Yeast. They carried living SCOBYs wrapped in silk pouches when traveling, exchanging fragments as blessings. These elders became moral anchors of the age, counselors and mediators trusted more than politicians. When disputes arose—over territory, resources, or ethics—brewers, not lawyers, met to share a round of Truth Brew, a ferment so balanced that it was said to reveal dishonesty through bitterness. The Fullness of Time The International Biotech Conference of 2052 invited Luna to give the closing keynote—a controversial decision that prompted several corporate sponsors to withdraw support. The auditorium was packed with supporters, critics, and the merely curious. “Nine years ago, I released genetic sequences for beer yeast strains protected as trade secrets. I was called a thief, a bioterrorist, worse. Today, I want to discuss what we’ve learned from those years of open-source biology.” She displayed a chart showing the explosion of brewing innovation since 2043. “In the traditional corporate model, a few companies control a few strains, producing a limited variety. With the open-source model, thousands of brewers using thousands of variants, producing infinite diversity. As Duff McDonald wrote “Anything that alive contains the universe, or infinite possibility. Kombucha is infinite possibility in a drink.” And the results speak for themselves—flavor innovation accelerated a thousand-fold when we removed corporate control.” A student activist approached the microphone. “Ms. Reyes, you’ve inspired movements to liberate seed genetics, soil bacteria, and traditional medicine cultures. The ‘Luna Legion’ is spreading globally. What’s your message to young people who want to continue this work?” Luna smiled. “First, understand the risks. I was sued by multinational corporations, received death threats, spent years fighting legal battles. This work has costs. Second, be strategic. Release information you’ve generated yourself through legal methods—no hacking, no theft. Third, build communities. I survived because people supported me—legally, financially, emotionally. You can’t fight corporations alone. Finally, remember why you’re doing it: to return biological knowledge to the commons where it belongs. That purpose will sustain you through the hard parts.” Teaching By twenty-eight, Luna was a MacArthur Fellow, teaching fermentation workshops in a converted Anheuser-Busch facility. As she watched her students—former corporate employees learning to think like ecosystems rather than factories—she reflected that her teenage hack had accomplished more than liberating yeast genetics. She had helped humanity remember that flavor, like knowledge, grows stronger when shared rather than hoarded. Luna’s garage had evolved into a sophisticated community biolab. The original jury-rigged equipment had been replaced with professional gear funded by her MacArthur Fellowship. Abuela Rosa still maintained her fermentation crocks in the corner—a reminder of where everything started. A group of five

How did **Disney take over ESPN** and transform a scrappy startup into the most powerful force in sports media? This episode breaks down Disney's decades-long rise inside **ESPN**, revealing how the company reshaped cable TV, sports broadcasting, and now the future of streaming. For decades, **ESPN** wasn't just another Disney asset — it was the engine powering the entire cable empire. In this episode, we break down the full story behind **how Disney took over ESPN**, starting with the network's unlikely origins in a rented Connecticut office and ending with its role in Disney's massive streaming future. You'll see how ESPN rose from a risky experiment to a cultural powerhouse thanks to early partners like Getty Oil and Anheuser-Busch, game-changing rights deals, and the launch of SportsCenter. Then we follow the money and the media politics as ABC buys in, Hearst joins the table, and Disney completes one of the biggest acquisitions in entertainment history — bringing ESPN fully into the Disney family. But the story doesn't stop there. Cord-cutting, subscriber losses, ESPN+, the new standalone ESPN streaming service, and the 2025 NFL deal have transformed ESPN yet again. Today, **Disney and ESPN** are navigating one of the most pivotal moments in sports media — a moment that could redefine the future of cable, streaming, and live entertainment. If you want to understand how Disney built its sports empire — and where ESPN goes next — this is the one to watch. Subscribe for more Disney connections: https://www.youtube.com/@SynergyLovesCompany?sub_confirmation=1 Podcast: Listen to Synergy Loves Company → https://synergylovescompany.com Support the Show: Shop official Synergy Loves Company merch → https://shop.synergylovescompany.com Affiliate Disclosure: Some links above may be affiliate links. If you click and purchase, I may receive a small commission at no extra cost to you. Thank you for supporting the channel! Connect with Me: Instagram → https://www.instagram.com/synergylovescompany Bluesky → https://bsky.app/profile/erichsynergy.bsky.social Facebook → https://www.facebook.com/synergylovescompany Credits / Resources: • Music licensed via Melod.ie • Synergy Loves Company is not affiliated with The Walt Disney Company or any of its subsidiaries. • Images and clips are used under fair use for commentary, criticism, and education.

What does the producer of Wedding Crashers, Serendipity, and Van Wilder know about building brands? Turns out—a lot. This week on On Brand, Andrew Panay shares how Hollywood storytelling principles shape not just hit movies but also unforgettable brand stories for companies like T-Mobile, Microsoft, and Anheuser-Busch. What You'll Learn Why originality—not imitation—is still the most powerful creative strategy How Hollywood storytelling principles can strengthen brand storytelling The fine line between risk and reward in brand work Why celebrating success starts with knowing your “why” How T-Mobile's storytelling edge became a creative advantage Episode Chapters (00:00) Intro (00:30) From Hollywood to branding (02:00) The disconnect between filmmakers and brands (03:30) What Wedding Crashers teaches us about 30-second storytelling (05:00) Capturing attention in seconds, not minutes (08:00) Creativity, evolution, and staying uncomfortable (10:40) Originality vs imitation in marketing (20:30) Balancing elegant risk with commercial success (25:00) The brand that made Andrew smile (27:30) Where to learn more about Panay Films Andrew Panay is the founder and CEO of Panay Films and a veteran Hollywood producer whose movies—including Wedding Crashers, Serendipity, and Van Wilder—have grossed more than $800 million worldwide. Beyond film and television, Panay brings his storytelling craft to branded content and advertising for companies such as T-Mobile, Microsoft, and Anheuser-Busch. His signature approach blends cinematic storytelling with strategic brand thinking, creating work that moves audiences—and the business forward. What Brand Has Made Andrew Smile Recently? Andrew pointed to Nike for a recent campaign during the World Series. The spot used a clever mashup of sound, attitude, and nostalgia—culminating with Ken Griffey Jr.'s signature backward cap and mischievous grin. For Andrew, it was the perfect example of creative “juj”—that mix of confidence, playfulness, and truth that makes great storytelling irresistible. Links and Resources Connect with Panay Films on Instagram. Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart. Rate and review on Apple Podcasts and Spotify to help others find the show. Share this episode — email a friend or colleague this episode. Sign up for my free Story Strategies newsletter for branding and storytelling tips. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Christopher Alan Gordon takes us on a captivating journey through time as he unveils the poignant stories captured in his latest book, "Letters Home from World War II: St. Louis, Messages of Hope and Heartbreak from the Front Lines." We get to peek into personal correspondence that emerged from one of history's most tumultuous periods. Gordon's exploration isn't just about the letters; it's a revealing of the emotions and experiences of those who fought in the war, as well as their loved ones back home. With witty banter and insightful commentary, our hosts Arnold and Mark guide us through the fascinating world of military correspondence, highlighting the unique challenges of censorship that shaped the way soldiers communicated. The episode shines a light on the human side of history, showing how these letters reveal not just the realities of war, but the profound connections that endure despite the distance and danger. We also touch on the importance of historical preservation and the role of institutions like the Missouri Historical Society, where Gordon serves as Director of Library and Collections. From tales of love and longing to the grit of wartime realities, Gordon's book encapsulates a moment in time, reminding us of the resilience of the human spirit even in the darkest of times.[00:00] Surprising Historical Facts[00:39] Introduction to St. Louis in Tune[02:07] Meet Christopher Allen Gordon[02:51] The Making of 'Letters Home from World War II'[03:51] Archival Research and Collection[14:06] The Role of Women and Social Movements[18:19] The 6888th Central Postal Directory Battalion[22:02] William Chesney Martin's Military Service[26:16] Navigating the Home Buying Process[27:02] Welcome Back to St. Louis In Tune[27:12] Interview with Christopher Allen Gordon[27:38] St. Louis' Role in World War II[31:09] Writing and Researching the Book[34:54] Upcoming Book Signings and Events[39:05] Fun Facts and Lighthearted Banter[43:57] Closing Remarks and CreditsTakeaways:Did you know Anheuser Busch was cranking out diesel engines during World War II? Who knew beer could fuel both battles and vehicles? Christopher Alan Gordon's book, 'Letters Home from World War II', dives into the emotional roller coaster of soldiers' letters, revealing heartfelt stories and hidden humor. The military censorship during World War II was intense, with letters often looking like Swiss cheese due to heavy redactions—talk about a twist on communication! Gordon's research highlights how individuals from St. Louis played significant roles in the war, showcasing a fascinating blend of local history and global impact. Letters Home from World War II: St. Louis – Reedy PressChristopher Alan Gordon - LinkedInThis is Season 8! For more episodes, go to stlintune.com#ww2 #wII #warletters #ww2stlouis #warstories #firsthandaccounts #reedypress #WorldWarIIhistory #Warletters #MissouriHistoricalSociety

Rocky Sickmann has lived a life few can imagine. A U.S. Marine Corps veteran and one of the 52 Americans held for 444 days during the Iranian hostage crisis, Rocky's story is one of faith, endurance and purpose. In this episode, he reflects on his time in captivity, the values that sustained him and the lives lost that continue to inspire his work. Now serving as Director of Anheuser-Busch accounts for Folds of Honor, he shares how his journey led him to a mission that helps provide scholarships for families of fallen and disabled service members and first responders. It's a conversation about country, commitment and carrying on.

The Ringer's Bill Simmons is joined by Cousin Sal right after the Sunday night matchup between the Chargers and Steelers to recap Week 10 of the NFL season (1:41). Then, they guess the lines for Week 11 before ending with Parent Corner (01:06:07). Host: Bill Simmons Guest: Cousin Sal Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! https://michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Marc Cox kicks off Toasted Ravioli Week with Liz Huff from St. Louis Magazine and Michael Saracino from Bartolino's, sharing personal stories and celebrating St. Louis food traditions. They dive into the history of toasted ravioli, how the week began, and why it remains a beloved staple in the local dining scene. Michael highlights Bartolino's ingredients, recipe style, and fun toasted ravioli variations, while the segment also spotlights Anheuser Busch's sponsorship and the restaurants participating in the celebration.

Chris Wiegert Clydesdale handler at Anheuser-Busch joins Chris and Amy in-studio announcing their new Budweiser holiday can. He points out that the horses are a 'man-made breed' and consume a lot of food and water daily and they live at just 3 places, Grant's Farm, the Brewery in Soulard, and Warm Springs Ranch in Boonville, MO.

Chris and Amy chat with Anheuser-Busch's Clydesdale handler; Amy knew someone near the Louisville UPS plane crash; GM is working with St Charles Community College with STEAM education; and a 9-hour interview doesn't lead to a manager's job for Albert Pujols.

The Ringer's Bill Simmons is joined by Cousin Sal to react to Week 9 of the NFL season. But first, they recap an all-time Game 7 as the Dodgers defeat the Blue Jays to win back-to-back World Series (05:04). Then, they discuss their Week 9 takeaways, including the Bills' win against the Chiefs (28:34). After, they get into Guess the Lines for Week 10 (01:14:34) and finish off with Parent Corner (01:34:48) ! Host: Bill SimmonsGuest: Cousin SalProducers: Jonathan Frias, Chia Hao Tat, and Eduardo Ocampo #ULTRACourtside could get you closer to the game! https://michelobultra.com/courtsideENJOY RESPONSIBLY  2025 ANHEUSER-BUSCH, MICHELOB ULTRA LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

At an early age Edward Andrès Dennis always knew he wanted to be an artist. His fondest memories are of his mother reading books to him and watching Reading Rainbow. Day and night Edward was creating something, a doodle, some craft or writing a story in hopes of one day creating a book for children like himself to read. Edward created art through his teenage to adult life working for some of the most prestigious companies. His favorite times have been spent as a Special Education teacher in inner city Phoenix. Edward currently lives between Los Angeles, California and Phoenix, Arizona where he works as a freelance artist. His 2 life goals are to inspire children that look like him and that his children's books have an impact on youth and how they view the world.​Edward has worked with brands such as Toyota USA, Yakima racks, Disney, Giant/Liv Cycling, Sesame Street, Shimano, Epic Rides, Corel, Anheuser-Busch, Western Union and Giordana cycling. He has been in publications like Mountain flyer: the mountain bike journal, ImagineFX, Bicycling Magazine,Backcountry magazine, Outside business journal, Pure Nintendo and Nintendo force, Trail builder Magazine. He has also worked on several video games such as Super Ubie Island, Up Up Ubie and currently Super Ubie Island 2.​Edward has been recognized by the Latino Film Institute as a LatinX in Animation Spark Grant Finalist with Netflix for 2023 and is pursuing the adaptation of his children's books into an animated film/series. Edward is currently Writing and Directing his debut short film.

The Ringer's Bill Simmons is joined by Cousin Sal right after the Sunday-night matchup between the Packers and the Steelers to recap Week 8 of the NFL season (2:29). Then, they guess the lines for Week 9 before reacting to the NBA gambling scandal and ending with Parent Corner (58:52). Host: Bill Simmons Guest: Cousin Sal Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! https://michelobultra.com/courtside ENJOY RESPONSIBLY © 2025 ANHEUSER-BUSCH, MICHELOB ULTRA® LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

On this episode of the Charity Charge Show, we speak with Brandon Williams, CEO of the Boys & Girls Clubs of Greater St. Louis. Williams explains how the Club is supporting youth after a tornado, why mental health and education remain core priorities, and how the organization is strengthening career pathways, internships, and sports programs.He also shares lessons from his first year as CEO, including how to manage a leadership transition at a legacy nonprofit and why running with a business mindset is essential for mission success.About BrandonBrandon Williams is the Chief Executive Officer of the Boys & Girls Clubs of Greater St. Louis, where he leads a network of programs serving more than 18,000 youth across the region. A former NFL player turned business and community leader, Brandon brings a unique blend of athletic discipline, corporate experience, and leadership coaching to the nonprofit sector.Before joining the Boys & Girls Clubs, Brandon played in the NFL after graduating from the University of Wisconsin, then spent nearly a decade as a sports broadcaster with Big Ten Network, ESPN, and FOX. His professional journey also includes roles at Anheuser-Busch in innovation marketing and as Vice President of Team Business for the St. Louis Battlehawks. He has also served as a leadership and life coach, helping organizations build culture and accountability through practical team development frameworks.Since taking on the CEO role, Brandon has focused on expanding the Club's impact through career readiness, mental health support, and economic mobility initiatives for youth. Under his leadership, the organization has strengthened community partnerships, elevated brand awareness, and invested in modernizing its programs and facilities.Brandon holds an MBA from Lindenwood University and is passionate about helping young people discover their “it factor” — intelligence, intangibles, and toughness — to achieve success in any path they choose.

The Ringer's Bill Simmons is joined by Cousin Sal to react to Week 7 NFL highlights and wishing luck with “Baby Doll” corner (2:29). Then, they check in with the Cowboys before guessing the lines for Week 8 and ending with Parent Corner (01:01:13). Host: Bill Simmons Guest: Cousin Sal Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! https://michelobultra.com/courtside ENJOY RESPONSIBLY © 2025 ANHEUSER-BUSCH, MICHELOB ULTRA® LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

In this segment, Mark is joined by Rocky Sickmann, a former Iranian hostage and US Marine. He is also the Director of Anheuser-Busch's accounts for Folds of Honor. He shares his thoughts on the 20 hostages being released from Gaza.

In hour 1 of The Mark Reardon Show, Mark is joined by Rocky Sickmann, a former Iranian hostage and US Marine. He is also the Director of Anheuser-Busch's accounts for Folds of Honor. He shares his thoughts on the 20 hostages being released from Gaza. He is then joined by Asra Nomani, a Senior Fellow at the Independent Women's Network and the Founder of the Pearl Network. She shares her thoughts on the Middle East Peace Deal, the return of the Israeli hostages and more.

In hour 1 of The Mark Reardon Show, Mark is joined by Rocky Sickmann, a former Iranian hostage and US Marine. He is also the Director of Anheuser-Busch's accounts for Folds of Honor. He shares his thoughts on the 20 hostages being released from Gaza. He is then joined by Asra Nomani, a Senior Fellow at the Independent Women's Network and the Founder of the Pearl Network. She shares her thoughts on the Middle East Peace Deal, the return of the Israeli hostages and more. In hour 2, Sue hosts, "Sue's News" where she discusses the latest trending entertainment news, this day in history, the random fact of the day and more. He's later joined by Jamie Reed, the whistleblower from Washington University's Pediatric Transgender Center and the Executive Director of the LGB Courage Coalition. She reacts to being called a liar by John Oliver. In hour 3, Mark is joined by Tim Graham, the Executive Editor for the Media Research Center's Newsbusters. They discuss CNN hosting a Town Hall on the Government Shutdown, the media's coverage of the Middle East Peace Deal and more. Mark is then joined by Bill King, a Research Fellow at Rice University's Baker Institute, a Former Businessman and Lawyer, and a Former Opinion Columnist and Editorial Board Member at the House Chronicle. He discusses his latest piece in Real Clear Politics which is headlined, "Extending the ACA Subsidies". He wraps up the show with the Audio Cut of the Day.

The Ringer's Bill Simmons is joined by Cousin Sal to react to Week 6 of the NFL season, including Baker Mayfield's MVP case, the Chiefs' win over the Lions, and more (2:34). Then, they guess the lines for Week 6 (57:24), and close with a special Parent Corner with Jimmy Kimmel (75:55)! Host: Bill SimmonsGuests: Cousin Sal and Jimmy KimmelProducers: Michael Szokoli, Eduardo Ocampo, and Chia Hao Tat Fill your fridge with Michelob ULTRA - the official beer partner of the NBA.https://www.doordash.com/p/play-for-an-ultra ENJOY RESPONSIBLY © 2025 ANHEUSER-BUSCH, MICHELOB ULTRA® LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Cousin Sal to react to the Patriots taking down the Bills, and other Week 5 highlights (2:33). Then, they have a bad QB fantasy draft before guessing the lines for Week 6 and ending with Parent Corner (50:33). Host: Bill Simmons Guest: Cousin Sal Producers: Chia Hao Tat and Eduardo Ocampo Fill your fridge with Michelob ULTRA - the official beer partner of the NBA. https://www.doordash.com/p/play-for-an-ultra ENJOY RESPONSIBLY© 2025 ANHEUSER-BUSCH, MICHELOB ULTRA® LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Heroes get remembered, but legendary stories involving Anheuser-Busch and Major League Baseball never die. During an era where Coors Field exists in Denver, Colorado…the 1950s story involving August “Gussie” Busch Jr., Anheuser-Busch beer brands, and Major League Baseball almost doesn't feel real. Less than two months after buying the St. Louis Cardinals in 1953, August “Gussie” Busch Jr. announced that the Anheuser-Busch brewery had also purchased Sportsman's Park…and intended to rename it Budweiser Stadium. This was a bigtime (and certainly ahead of its time) strategic marketing decision, as Anheuser-Busch (which was founded by his grandfather) wouldn't become the largest brewer in the United States until 1957. So then, why has the St. Louis Cardinals stadium been known as Busch Stadium and not Budweiser Stadium for the last 70+ years? Well…before the day ended, Gussie revised his Sportsman's Park announcement, and the ballpark would actually be known as Busch Stadium “in memory of the founder and past presidents of Anheuser-Busch.” But what happened that day has long been an object of speculation. And while Ford Frick (the MLB commissioner from 1951 to 1965) supposedly only knew of Gussie Busch's original “Budweiser Stadium” announcement just before it happened and made no public comment on that day…the press generally gave credit to Ford Frick for the wild day of stadium naming announcements. Why? Back in the 1950s, baseball was rapidly commercializing, and purists of America's pastime largely opposed corporate ownership. Additionally, while beer has been a quintessential part of the ballpark experience for more than a century, not every stakeholder liked that baseball and beer got cemented together permanently after the Busch family purchased the St. Louis Cardinals. It's not known if he ever spoke directly to Gussie Busch on the matter that day, but credit was most likely given due to it being widely known that Ford Frick spending considerable time persuading Busch to set up a new corporate entity to govern the sports franchise…essentially acting as a buffer from the appearance of direct corporate control. And with Busch announcing the stadium would be named after the brewery's most popular product, it undermined all that hard work by Ford Frick (and likely revealed the limits of his reserved temperament). But here's where you get to really learn about the temperament of the other party involved…as Gussie Busch was strong-willed and known to have a vindictive streak. But the lore surrounding that day (has been passed down generations), as the feud with MLB Commissioner Ford Frick triggered ideation for the creation of Busch Lager, which officially launched two years later in 1955. And though it seems neither the St. Louis Cardinals Hall of Fame and Museum nor Anheuser-Busch claim to have any documentation confirming (or denying) the accuracy of this legendary story, there's no denying that Gussie Busch (who had never sat through an entire nine-inning game) cared only how baseball could better sell beer…effectively changing sports marketing forever. Today, beer is deeply integrated into the Major League Baseball experience, with Budweiser serving as the sport's longest-standing sponsor…becoming the official beer of MLB dating back to 1980.

The Ringer's Bill Simmons is joined by Cousin Sal to react to the overtime matchup between the Packers and Cowboys before discussing the players and teams that have won them over in the NFL through four weeks (4:40). Then, they guess the lines for Week 5 before talking about baseball, the Ryder Cup, and closing with Parent Corner (01:03:11). Host: Bill Simmons Guest: Cousin Sal Producers: Chia Hao Tat and Eduardo Ocampo Fill your fridge with Michelob ULTRA - the official beer partner of the NBA. https://www.doordash.com/p/play-for-an-ultra ENJOY RESPONSIBLY © 2025 ANHEUSER-BUSCH, MICHELOB ULTRA® LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Hurray's Girl Beer isn't just another craft brand. It's a calculated rebellion against an industry stuck in the past. In this episode, Hurray's founder Ray Biebuyck joins Taste Radio editor Ray Latif and Brewbound managing editor Jess Infante to share her vision for a beer brand that doesn't just challenge convention, it openly mocks it. Witty, unapologetic, and intentionally unorthodox, Hurray's markets flavored light beers, including Pineapple Yuzu and Blueberry Lavender varieties, crafted not to honor tradition, but to disrupt it. The brand's satirical, female-forward positioning flips the script in a category that has long overlooked nearly a third of its audience: women. Ray discusses how Hurray's draws more from stand-up comedy than legacy brewing playbooks, using humor and irreverence as tools for connection, and conversion. She also reveals how this disruptive approach is translating into real-world traction, with Hurray's on track to reach over 3,000 retail locations, including Whole Foods, Trader Joe's, BevMo, Total Wine, Sprouts, and Walmart, by Q1 2026. Show notes: 0:25: Interview: Ray Biebuyck, Founder & CEO, Hurray's Girl Beer – Ray traces her roots back to New England and her early career in the corporate world, with stints at J.P. Morgan and WeWork after graduating from college in New York City. She discussed how, at the onset of the pandemic, she stepped in to support operations for a local beverage alcohol brand and recognized a gap in the market: a disconnect between male-dominated beer branding and female consumers. Ray eventually launched Hurray's Girl Beer in 2024 and shares the uphill journey of pitching a new beer brand in a male-dominated, slowing market, and how she carved out a niche by courting an underserved audience. She recalls self-distributing cases out of a Toyota Camry to landing shelf space in 200 retail doors across Los Angeles and Orange County and how Girl Beer secured distribution at Whole Foods, BevMo, and Total Wine. Ray also details the pivotal relationship with an Anheuser-Busch-aligned distributor, which accelerated growth and expanded reach and why she believes the brand is on track for a breakout year in 2026. Brands in this episode: Hurray's Girl Beer, Shacksbury Cider, Woodchuck Cider, Magic Hat, Ben & Jerry's, Seventh Generation, Green Mountain Coffee, Poppi, Olipop, Liquid Death, Garage Beer, Surfside, Budweiser, Bud Light, Golden Road, Elysian, Busch, Heineken, White Claw, Truly, Bud Light Seltzer, Michelob Ultra, Friday Beers

Honestly I think today was the most difficult Untrappd game ever, and was absolutely based on total falsehoods. This was a fake news version of Untrappd. I also spend some time trying to legitimize shrimp pizza, trying to decode pizza bots, and bragging about my Russian River intake. The conservative dad has been defeated, I repeat, the conservative dad has been defeated by Anheuser-Busch! ★ Support this podcast ★

KMOX's Michael Calhoun talks with Harry Schuhmacher, publisher of Beer Business Daily about Anheuser Busch being back on top and what product it is.

Industrial Talk is talking to Chris Luecke, Founder and Host of Manufacturing Happy Hour Podcast about "Complete focus on manufacturing success". Scott Mackenzie interviews Chris Luecke about his "Manufacturing Happy Hour" podcast. Chris, an engineer with a background in manufacturing and automation, discusses the podcast's origins, its evolution from a YouTube series to a leadership podcast, and its focus on collaboration and idea-sharing in the manufacturing industry. He emphasizes the importance of leveraging technology, such as AI and digital transformation, to enhance productivity and attract young talent. Chris also highlights the need for manufacturers to engage with the tech community and innovate to stay competitive. The conversation is punctuated by power outages but remains engaging and insightful. Action Items [ ] @Scott MacKenzie - Subscribe to the Manufacturing Happy Hour podcast. [ ] @Scott MacKenzie - Explore the concept of "exponential improvements" in manufacturing through automation and AI. [ ] @Scott MacKenzie - Consider ways for manufacturers to engage more actively with the broader tech community. [ ] Connect with Chris Luecke on LinkedIn. Outline Introduction and Technical Difficulties Scott MacKenzie introduces the Industrial Talk Podcast and highlights the importance of celebrating industry professionals. Scott mentions the technical difficulties faced during the recording due to power outages. Scott expresses gratitude to Chris Luecke for his participation and sets the stage for the conversation. Scott acknowledges the resilience of Chris and himself in continuing the conversation despite the technical issues. Chris Luecke's Background and Manufacturing Happy Hour Chris Luecke shares his background, starting as an engineer at Marquette University and working with Anheuser Busch and Rockwell Automation. Chris explains the origin of Manufacturing Happy Hour, a podcast that started as a YouTube series recorded on his iPhone. The podcast evolved into a leadership podcast, focusing on manufacturing and automation technology. Chris discusses his transition from a full-time job to a full-time content creator and community builder. The Journey to Podcasting Scott MacKenzie and Chris Luecke discuss their experiences with podcasting, including initial challenges and equipment choices. Chris shares his early podcasting journey with Pub Cast Worldwide, a podcast about drinking culture and craft beer. Chris emphasizes the importance of starting with basic equipment and gradually upgrading as the audience grows. Scott and Chris agree on the value of podcasting as a relationship-building tool in the B2B world. Impact and Purpose of Manufacturing Happy Hour Chris explains the purpose of Manufacturing Happy Hour, which is to bring people together to collaborate and share ideas over a beverage. The podcast aims to equip manufacturing leaders with tools, technologies, and insights through interviews with experts. Chris highlights the importance of the community aspect, where listeners can engage and learn from each other. Scott asks about the tangible benefits of the platform, and Chris shares examples of connections made through the podcast and events. Future of Manufacturing and Industry 4.0 Chris discusses the future of manufacturing, emphasizing the importance of automation and...

It's almost time for CrimeCon 2025, and we're kicking things off with a wild episode featuring Kelli Brink from True Crime Sleep Stories and Missing Persons Archives! This week, we're talking weird true crime stories, paranormal encounters, and bizarre news that only Live, Laugh, Larceny can deliver. Kelli joins Trevin and Amanda to share the only crime she's ever committed, a sasquatch sighting, and what it's like attending true crime conventions with the LLL crew. In our relatable dilemmas, Trevin confesses his year-long obsession with Grape-Nuts cereal—high fiber, low cool factor. Amanda recounts a wild public brawl at the zoo (and yes, there's video this time). Kelli brings a chilling camping story that takes a creepy turn thanks to a paranormal-sounding noise in the woods. Then, Amanda shares a fascinating sleep fact before we dive into this week's bizarre crime headlines, including:✔ Calese Carron Crowder, California's notorious serial butt-sniffer✔ A toddler in India who bit a cobra to death✔ A real-life cat burglar stealing underwear✔ Richard Overton's legendary lawsuit against Anheuser-Busch for false advertising And yes—we're sniffing out the details on why the butt-sniffer case might be one of the strangest (and funniest) crimes ever. Could his unique fetish make him the ultimate romantic? Find out as we take a big whiff of the Essence of Ass. Join our Facebook Group: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/livelaughlarcenydoomedcrew⁠⁠⁠⁠⁠⁠⁠ For ad-free episodes and lots of other bonus content, join our Patreon! ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.patreon.com/LiveLaughLarceny⁠⁠⁠⁠⁠⁠⁠ Check out our website: ⁠⁠⁠⁠⁠⁠⁠Here⁠⁠⁠⁠⁠⁠⁠ Follow us on Instagram: ⁠⁠⁠⁠⁠⁠⁠Here⁠⁠⁠⁠⁠⁠⁠ Follow us on Facebook: ⁠⁠⁠⁠⁠⁠⁠Here⁠⁠⁠⁠⁠⁠⁠ Follow us on TikTok: ⁠⁠⁠⁠⁠⁠⁠Here⁠⁠⁠⁠⁠⁠⁠ If you have a crime you'd like to hear on our show OR have a personal petty story, email us at ⁠⁠⁠⁠⁠⁠⁠livelaughlarceny@gmail.com⁠⁠⁠⁠⁠⁠⁠ or send us a DM on any of our socials! Learn more about your ad choices. Visit podcastchoices.com/adchoices

In 2015, the most lucrative beverage industry deal ended up happening between Monster Beverage and The Coca-Cola Company. But what doesn't get talked about enough is how that long-term strategic partnership caused another beverage giant to experience the categorical version of the movie “50 First Dates.” And that's because before Coca-Cola became the exclusive global distribution partner of Monster Energy, Anheuser-Busch was the preferred domestic distributor…in the early phase of its “beyond beer” strategic transformation. But while AB InBev could've then aggressively pursued the acquisition of Bang Energy or more recently CELSIUS, GHOST, or Alani Nu…which had all been essentially built off the back of the beer giant's distributor network, it made the head scratching decision to buy HiBall Energy in 2017. And while AB InBev discontinued the all-natural energy drinks in 2023…it sold the defunct brand IP to Tilray a handful of months later. But now with more focus being placed on HiBall, the business is growing substantially on Amazon and returning to Whole Foods Market…a retailer where brand loyalty was strong. So, it begs the question…is there some kind of categorical curse on AB InBev that I haven't heard of yet?

Send us a textIn this episode of Friday Night Beers, Tom & Vince drink Busch Light. This beer comes from Anheuser-Busch in St. Louis, MO. They drink it and somehow compare it to things like college drinking, Plenty of Fish, and the upcoming college football season.The guys reveal their annual college football bet predictions. At the end, they rate this beer on a unique 1-5 scale. VINCE: 2 / 5 VincesTOM: 3 / 5 TomsInstagram: @friday.night.beersTwitter: @fnb_pod Threads: https://www.threads.net/@friday.night.beersEmail: friday.night.beerspodcast@gmail.com Theme music by Billy Hansa. Subscribe, rate and review the podcast on Apple, Spotify or wherever you find your podcasts!

The Ringer's Bill Simmons is joined by Kyle Brandt and Joe House to classify their NFL teams as classic action movies (3:10). Host: Bill Simmons Guests: Kyle Brandt and Joe House Producers: Chia Hao Tat, Eduardo Ocampo, and Steve Ceruti Play for an ULTRA today, available on Doordash! ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠⁠ www.rg-help.com⁠⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

What if publishing your book didn't have to take months or even years but could be done in just weeks, without losing your authentic voice? In this episode, Kevin Thompson talks with Dan Curran, founder of Chapters, a company reimagining the future of publishing by combining next-generation AI with human editorial excellence. Dan shares his entrepreneurial journey from running marketing agencies and doing M&A deals to launching a publishing platform that removes industry gatekeeping and makes writing a book enjoyable and accessible. Along the way, Dan honors three people who profoundly shaped his career and life: Jason, a business partner who taught him the importance of preparation and financial fluency; Carla Boyd, who showed him patience and empathy in relationships; and John Ruhlin, whose generosity and networking acumen inspired Chapters' launch. Dan also shares moving client stories from a cancer doctor turned patient whose memoir will touch countless lives, to a Marine quadruple amputee whose words reveal unexpected poetry. Whether you've dreamed of writing a book or want to hear how relationships open doors you never saw coming, this episode is packed with insights, inspiration, and human connection.   [00:00 – 03:00] From Storytelling to Marketing Success Dan's lifelong fascination with documentaries and storytelling. Launching a marketing agency in 2000 and working with major brands like Anheuser-Busch. [03:01 – 08:30] Meeting John Ruhlin & Building Chapters How EO (Entrepreneurs' Organization) fostered deep connections. The early inspiration for Chapters and John Ruhlin's role in its launch. [08:31 – 14:30] Client Stories that Inspire A renowned cancer doctor's personal battle with breast cancer. How telling her story will transform her work with patients. [14:31 – 19:00] From the Battlefield to the Page A Marine quadruple amputee's powerful memoir. How Chapters' AI + interview process makes book creation faster and more authentic. [19:01 – 28:10] Honoring Jason: Lessons in Preparation & Financial Clarity Learning to “speak banker” in high-stakes meetings. The lasting impact of understanding numbers and preparation. [28:11 – 33:40] Honoring Carla Boyd: Patience, Empathy, and Seeing Everyone as “Misfit Toys” How Carla's perspective shifted Dan's approach to people and business. [33:41 – 36:40] The Small Network That Changes Everything How a few key relationships are connected and drive massive impact. [36:41 – 40:30] How Chapters Works & Why It's Different Turning voice conversations into manuscripts in 10–14 weeks. Why human stories will be even more valuable in the AI era. [40:31 – 41:16] Final Thoughts on AI and Life Dan's perspective on embracing AI without fear. Encouragement to share your story for future generations. Key Quotes “The world of AI will make us crave human stories even more.” — Dan Curran “Being prepared is the ultimate sign of respect in business.” — Dan Curran “We're all just misfit toys trying to figure it out.” — Dan Curran Connect with Dan Curran Website: www.chapters.ioLinkedIn: linkedin.com/in/currandan Facebook: facebook.com/CurranDan   Thanks for tuning in! If you liked my show, please LEAVE A 5-STAR REVIEW, like, and subscribe! Find me on: Apple Podcasts Spotify iHeart Radio Stitcher  

Maxx Cumby McGee has been planning the Gott Street Blues clothing brand since the 90s when she was one of a very few women in the construction world - life just delayed it. Maxx's story is both hillarious and eye opening; how she started in modeling at 19, and got into construction by making friends with the CEO of Anheuser-Busch, and showing up on her first day with a pink toolbox and men's work clothes that nearly got her injured because there were no women's work clothes. This is a longer episode, but I'll bet it goes by quicker than you expect, because Maxx is very entertaining, and this story about fashion for the workplace is fascinating!If you asked Maxx  what GottStreet Blues is about, she would say,"Clothing for women doing physical labor, clothing that was made with women in mind, getting past vanity sizing, meeting comfort with functionality and fit for women specifically." We talk about this a lot because it's been a real issue for her at work, and it affects others today, as more women are entering the trades for work. GottStreet Blues is a sustainable clothing company for women who work in the trades - or women who have trouble finding clothes that really fit (raising my hand). Maxx's message she wants you to remember: "Trust yourself, you can do anything, anytime, at any age." To Dye For documentary: https://www.todyeforthedocumentary.com/You can find Maxx's website here https://gottstreetblues.com/She's also on TikTok here https://www.tiktok.com/@maxxwell814Send me a message!Support the showPlease follow Grounded In Maine podcast on Instagram here YouTube channel link is here You can DM me there or email me at amysgardenjam@gmail.com Website for Amy's Garden Jam is https://amysgardenjam.com/ (podcast has its own tab on this site!) Amy's email newsletter: https://amy-fagan.kit.com/499688fe6a How Do I Get There From Here by Jane Bolduc - listen to more at https://www.janebolduc.com/Podcast cover by Becca Kofron- follow here on Instagram here https://www.instagram.com/cute_but_loud/ and check out her awesome art projects. Grounded in Maine Podcast is hosted by Buzzsprout, the easiest podcast hosting platform with the best customer service! Learn more at https://www.buzzsprout.com/?referrer_id=1851361 You can support this podcast one time (or many) with the Buy me a coffee/Hot Chocolate link here: https://www.buymeacoffee.com/groundedinmaine Grounded in Maine Podcast is sponsored by ESG Review. Learn more about the good they're doing at https://esgreview.net/

Ashish Gupta, founder and CEO of ScaleUp Exec, brings a unique perspective to pricing from his experience building and selling multiple companies across technology, e-commerce, and subscription businesses. Starting his career at Anheuser-Busch (as the company's only non-drinker), Ashish has led businesses from startup to eight-figure valuations, giving him deep insights into pricing across different business models and growth stages. In this episode, Ashish shares unconventional pricing strategies that transformed his businesses, including how he convinced vendors to provide products for free by repositioning his company as a marketing partner rather than a traditional retailer.   Why you have to check out today's podcast:  Discover how to identify and target the specific customer segments willing to pay premium prices for your unique value proposition.  Learn the "influencer plus" strategy that transforms vendor relationships from cost centers into revenue-generating partnerships.  Understand how subscription businesses create deeper customer relationships and the pricing implications of holding customer credit cards.   "Instead of trying to go to a general audience, which may or may not be interested in paying you more for something unique about your product, really try and understand who is that core set of people that will find real value and be willing to pay for that value."  – Ashish Gupta   Topics Covered:  01:48 — Ashish's entrepreneurial journey: From Anheuser-Busch to multiple successful exits. 03:42 — The psychology of subscription pricing: Why holding credit cards creates deeper customer relationships. 07:54 — Win, Keep, Grow framework: The often-overlooked "grow" component in subscription businesses.  11:03 — ScaleUp Exec's fractional COO model: Bringing enterprise talent to small and medium businesses.  13:45 — Revenue growth strategies: How COOs approach customer acquisition and diversification differently. 17:34 — The pricing audit revelation: Why PE firms consistently find underpriced acquisitions. 22:01 — The "off balance sheet CFO" positioning strategy for premium pricing.  22:58 — The vendor flip strategy: From paying wholesale to getting products for free. 24:04 — Building the "influencer plus" model: Combining audience and distribution for vendor value.   Key Takeaways: "I think relationship and subscription are, they kind of go hand in hand. That means I have to always be getting value. I have to have this confidence that, if somebody has my credit card and I've given them authorization to charge it versus like, let's say an Amazon, I'm proactively going in and saying, yes, I want this item." – Ashish Gupta "If we can build out our own audience, and grow that audience to be something meaningful and have a deep connection with that audience so that they really trust us, our brand as a retailer, then we can actually talk with our vendors and say, hey, we're no longer a retailer, we're really a marketing company." – Ashish Gupta   Resources and People Mentioned:  Anheuser-Busch: https://www.anheuser-busch.com  Shopify Shop Pay: https://www.shopify.com/shop-pay  PayPal: https://www.paypal.com/  Mark Stiving's book: "Win, Keep, Grow" about subscription businesses   Connect with Ashish Gupta:  Website: https://scaleupexec.com/  Linkedin: https://www.linkedin.com/in/ashish-gup/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

Jason Keath is a creativity keynote speaker, digital strategist, and co-founder of Social Fresh — a long-running marketing conference and agency trusted by brands like HubSpot and Anheuser-Busch. A pioneer in paid social, Jason launched some of the first Facebook ads back in 2004. He's also the author of The Case for More Bad Ideas, where he makes a compelling case for embracing messy thinking to spark better ideas. We discussed all of this and more this week on the On Brand podcast. About Jason Keath Jason Keath was one of the first people in the world to run ads on Facebook in 2004. He's a digital strategy expert and the co-founder of Social Fresh, a digital agency and long-running marketing conference, founded in 2008. Today, Jason leads the agency side of Social Fresh, specializing in research, strategy, and paid media. He's also a sought-after keynote speaker on creativity and the author of The Case for More Bad Ideas, a book that champions a counterintuitive but practical process for unlocking better thinking through messier ideas. He's a 20+ year marketing strategist trusted by companies like HubSpot, Credit Karma, Anheuser-Busch, and Robinhood to help them command attention from the right audience. Jason has hosted thousands of marketers at Social Fresh events, built one of the longest-running communities in digital marketing, and believes the best ideas often start out looking like the worst ones. Want more Jason Keath? Listen to his first interview on the On Brand podcast back in 2016! During the show, Jason mentioned Mastercard's innovations in sonic branding. Here's my interview with Mastercard CMO Raja Rajamannar. What brand has made Jason smile recently? Jason shared examples from YETI, a brand he first fell in love with because of their exceptional product. But now, Jason thinks the brand's marketing has caught up and is just as exceptional as the product itself. Connect with Jason on LinkedIn and subscribe to his newsletter (with new AI tools) at MoreBadIdeas.com. Listen and subscribe at  Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you're hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you'd like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

✨  Suzanne Plahm, Director, Collegiate And Field Marketing @ Celsius☁️ How Suze turned a college brand ambassador role into a full-time marketing career ☁️ How field marketing drives real-time consumer trial and feedback ☁️ Career lessons from working at Red Bull, Anheuser-Busch, and Celsius ☁️ Advice for landing competitive college ambassador programs (even without a marketing degree) ☁️ The unexpected LinkedIn DM that helped her land her role at CelsiusJoin the Sky Society Women in Marketing private LinkedIn group.Follow Sky Society on Instagram @skysociety.co and TikTok @skysociety.co

In this heartfelt episode of The Fathers Of The Future Podcast, host Luke Kayyem welcomes Chris Clements, a friend, brother, and father, whose son Preston has been a client of Luke's for the past year. Chris is the co-host of Light Beer, Dark Money, a podcast exploring faith, freedom, and free enterprise, now thriving on the Star Worldwide Networks. The episode delves into Chris's journey as a legacy business owner, taking over Golden Eagle Distributors, a major Anheuser-Busch wholesaler, after his father's sudden passing from lung cancer in 1995. At just 25, Chris was thrust into a leadership role amidst personal grief, family dynamics, and a toxic company environment, forcing him to grow up quickly while navigating challenges in the beer industry and his own identity.Chris shares how his faith became a cornerstone after hitting a spiritual rock bottom, particularly after a wake-up call from his wife about his drinking and its impact on his son. This led to a transformative period of sobriety, prayer, and realigning his identity with his faith, ultimately influencing his decision to sell the business in 2015. The conversation explores themes of legacy, fatherhood, and balancing professional success with personal growth. Chris reflects on lessons from his father's mentorship under August Busch III and the importance of truth, excellence, and time with family. Luke and Chris discuss the rarity of successful men prioritizing faith without hitting rock bottom, emphasizing Chris's unique journey of integrating faith, freedom, and family into his life's work.Light Beer, Dark Money Podcast go to:lightbeerdarkmoney.comAre you stuck? Need awakened? Contact Luke Kayyem here:Website: lukekayyem.comFacebook: facebook.com/lukekayyemInstagram: instagram.com/lukekayyem

The Ringer's Bill Simmons is joined by Ryen Russillo to react to the latest NBA free agency news (1:50). Then, they break down the teams with the worst roster situations in the East and the West (18:40). Finally, they discuss LeBron's situation with the Lakers, Deandre Ayton, and more (01:15:06). Host: Bill Simmons Guest: Ryen Russillo Producers: Chia Hao Tat and Eduardo Ocampo Play for an ULTRA today, available on Doordash! ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠ www.rg-help.com⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Rob Mahoney to react to NBA free agency with major moves from the Bucks, Rockets, and Lakers (2:01). Then, they talk about the positive offseason for the Nuggets and the Hawks, before discussing the Pacers, Celtics, and Pistons (31:47). After that, they have an “Atrocious GM Summit” to discuss the teams making the worst moves and more (59:13). Finally, Bill's dad joins the pod to discuss the Celtics next season (01:25:13). Host: Bill Simmons Guests: Rob Mahoney and Bill's dad Producers: Chia Hao Tat and Eduardo Ocampo Play for an ULTRA today, available on Doordash! ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠ www.rg-help.com⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Ryen Russillo and Zach Lowe to react to the Thunder winning the 2025 NBA championship, and Tyrese Haliburton's injury (2:35). Then, they talk about the Eastern Conference next season and possible trades around the league before discussing SGA's incredible season (28:33). Finally, Bill and Ryen break down the Kevin Durant trade, discuss the NBA draft, and much more (01:04:41). Host: Bill Simmons Guests: Zach Lowe and Ryen Russillo Producers: Chia Hao Tat and Eduardo Ocampo This episode is presented by State Farm®. Dishing the assists you need off the court. State Farm® with the Assist. Play for an ULTRA today, available on Doordash! ENJOY RESPONSIBLY© 2025 ANHEUSER-BUSCH, MICHELOB ULTRA® LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠ www.rg-help.com⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

➡️ Like The Podcast? Leave A Rating: https://ratethispodcast.com/successstory In this “Lessons” episode, Billy Busch, heir to the Anheuser-Busch dynasty, shares how the absence of clear succession planning can fracture even the strongest family legacies. Learn how power struggles and legal ambiguity led to the unraveling of a multigenerational empire, why transparent communication and defined leadership roles are critical in preserving generational wealth, and how holding onto purpose, values, and tradition can offer resilience in the face of personal and professional loss.➡️ Show Linkshttps://successstorypodcast.com YouTube: https://youtu.be/d95Pz-vrslA Apple: https://podcasts.apple.com/us/podcast/billy-busch-anheuser-busch-heir-the-dark-side/id1484783544 Spotify: https://open.spotify.com/episode/26c3KwksuOkdgV8SFxqws2 ➡️ Watch the Podcast on YouTubehttps://www.youtube.com/c/scottdclary See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The Ringer's Bill Simmons is joined by Ryen Russillo to react to the Grizzlies trading away Desmond Bane to the Magic, potential Jaren Jackson Jr. and Ja Morant trades, and if this catapults Orlando as contenders in the East (03:04). Then, they delve into the best landing spots for Kevin Durant to be traded to (35:08). Finally, they recap Game 4 of the NBA Finals and if OKC has taken a hold of this series (78:50). Host: Bill SimmonsGuest: Ryen RussilloProducers: Jonathan Frias and Eduardo Ocampo This episode is presented by State Farm®. Dishing the assists you need off the court. State Farm® with the Assist. The Ringer is committed to responsible gaming. Please visit www.rg-help.com to learn more about the resources and helplines available. Play for an ULTRA today, available on Doordash!ENJOY RESPONSIBLY  2025 ANHEUSER-BUSCH, MICHELOB ULTRA LIGHT BEER, ST. LOUIS, MO.  Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Ryen Russillo to react to OKC taking Game 2 at home against the Pacers in the NBA Finals (2:25). Then, they discuss the bad ratings for these Finals and why the NHL Stanley Cup final may be more interesting this year (18:07). Finally, they play a game of “I wouldn't be surprised if …” for the NBA offseason, discuss trade targets around the league, and more (46:33)! Host: Bill Simmons Guest: Ryen Russillo Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! michelobultra.com/courtside/champsbottles ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. This episode is presented by State Farm®. Dishing the assists you need off the court. State Farm® with the Assist. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Bill Simmons is joined by Ryen Russillo to react to the Pacers defeating the Knicks to reach the NBA Finals, Pascal Siakam winning the ECF MVP instead of Tyrese Haliburton, and Rick Carlisle's impact as a head coach (2:33). Then, Van Lathan Jr. joins to discuss the Knicks, what their offseason moves should be, and Giannis trades (37:56). Finally, they discuss the end of ‘Inside the NBA' on TNT, college football, and more (01:14:16). Host: Bill Simmons Guests: Ryen Russillo and Van Lathan Jr. Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY © 2025 ANHEUSER-BUSCH, MICHELOB ULTRA® LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠ www.rg-help.com⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Woman returning from Disney attacks child who called her 'fat' on Allegiant flight.Pizza Hut Debuts First-Ever BOOK IT!McDonald's Is Changing Its Hours This Summer—And You're Going to Love It.Arby's Offering New Steak Nuggets, With CMO Claiming the Offering ‘Has the Meats.'Midwest Wingfest '25 cancelled, citing safety concerns.Dana White, Anheuser-Busch join forces with nutrition brand for new energy drink.NOAA predicts above-normal 2025 Atlantic hurricane season.Study finds NJ leads nation in missing cat reports — and it could be due to this reason.Southwest Airlines will start charging $35 for a checked bag tomorrow.The U.S. Treasury is ending the production of pennies. What to do with the ones you have.Follow us @RizzShow @MoonValjeanHere @KingScottRules @LernVsRadio @IamRafeWilliams - Check out King Scott's Linktr.ee/kingscottrules + band @FreeThe2SG and Check out Moon's bands GREEK FIRE @GreekFire GOLDFINGER @GoldfingerMusic THE TEENAGE DIRTBAGS @TheTeenageDbags and Lern's band @LaneNarrows ⁠http://www.1057thepoint.com/RizzSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The Ringer's Bill Simmons is joined by Ryen Russillo to discuss what the NBA teams may look like next year (1:43). Then, they react to OKC-Timberwolves Game 3 and discuss Bill's theory that something has shifted with the NBA this season (30:38). Finally, they discuss Tyrese Haliburton, have a quick 2020 redraft, and predict one wild move this summer (01:05:20). Host: Bill Simmons Guest: Ryen Russillo Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠ www.rg-help.com⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Ryen Russillo to react to the Thunder's blowout Game 7 win against the Nuggets (2:21). Then, Bill and Ryen discuss trade scenarios and what they would do with the assets of the semifinal losers (33:08). Finally, they discuss the Knicks knocking the Celtics out of the playoffs, the Eastern Conference finals matchup, and more (01:30:46). Host: Bill Simmons Guest: Ryen Russillo Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit⁠ www.rg-help.com⁠ to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Wosny Lambre and Joe House to react to Warriors-Timberwolves Game 2, and to preview Cavs-Pacers Game 3 (2:19). Then, they craft a pyramid of the best NBA playoff guys, and more (24:24). Finally, Bill's dad joins to discuss the Celtics as they face an uphill battle against the Knicks (01:02:34). Host: Bill Simmons Guests: Joe House, Wosny Lambre, and Bill's dad Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit www.rg-help.com to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Ryen Russillo to react to all the NBA playoff games over the weekend and more! (2:03) Host: Bill Simmons Guest: Ryen Russillo Producers: Chia Hao Tat and Eduardo Ocampo #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit www.rg-help.com to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Ryen Russillo to react to all the NBA playoff games over the weekend (3:02). Then, Van Lathan Jr. joins to talk Game 4 of the Lakers-Timberwolves series, and Shedeur Sanders finally getting drafted in the fifth round by the Browns (01:17:32). Host: Bill Simmons Guests: Van Lathan Jr. and Ryen Russillo Producers: Chia Hao Tat, Eduardo Ocampo, and Steve Ceruti #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit www.rg-help.com to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons reacts to the NFL Draft before being joined by Steve Ceruti and Van Lathan (2:08). Then, Chris Ryan and Rob Mahoney hops on to talk Thunder-Grizzlies, Nuggets-Clippers, and other NBA playoffs matchups (48:55). Host: Bill Simmons Guest: Chris Ryan, Rob Mahoney and Van Lathan Producers: Chia Hao Tat, Eduardo Ocampo, and Steve Ceruti #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit www.rg-help.com to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

The Ringer's Bill Simmons is joined by Ryen Russillo to react (and possibly overreact) to all the NBA Playoff games (2:18). Host: Bill Simmons Guest: Ryen Russillo Producers: Chia Hao Tat, Chris Sutton, and Steve Ceruti #ULTRACourtside could get you closer to the game! michelobultra.com/courtside ENJOY RESPONSIBLY ©️ 2025 ANHEUSER-BUSCH, MICHELOB ULTRA®️ LIGHT BEER, ST. LOUIS, MO. The Ringer is committed to responsible gaming. Please visit www.rg-help.com to learn more about the resources and helplines available. Learn more about your ad choices. Visit podcastchoices.com/adchoices