The first time I met country superstar Toby Keith, back in 2013 at the Houston Livestock Show and Rodeo, he dared me to eat a worm.
This wasn’t a random case of peer pressure—Keith had a vested interest. The worm in question sat in a red Solo cup beneath a couple ounces of Wild Shot mezcal, a brand he had just launched, and I was writing a Forbes cover s…
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