What do Kendall Jenner, George Clooney, the Rock, and Rita Ora have in common?

If for some reason, you answered a tequila brand, you’d be right!

With an estimated value of 10.8 billion dollars, the tequila industry has become an incredibly attractive market for investors and celebrities, with last year recording a production quantity 8 times higher than 20 years ago.

But this new interest in tequila may have unintended consequences beyond your morning headache.

Breakfast’s Willy Russo and producer, Matt, had a chat to discuss the potential environmental and cultural impacts of large scale tequila production.