This week on Hot Grease Nicole speaks to Bruce Cost of Fresh Ginger Ginger Ale. Bruce talks about the world’s interest in ginger as a whole, and what Fresh Ginger brings to the beverage industry that’s unique; especially at a time when soda, juice, and sparkling beverages are converging into new amalgamated products. Bruce also talks about how he managed to infiltrate NYC’s beverage counters from the bottom up, spending as much time courting corner bodegas as bigger chain stores. This episode was sponsored by Hearst Ranch: purveyors of fine grass-fed beef from the California coast.