Disseminating academic research through popular channels is a key way to ensure societal relevance. In keeping with this, Paul was recently invited to join Mick Magee on his podcast "Science and Beers": an irreverent show which offers academics the opportunity to present their research in a popular format to a general audience. As well as talking about economic history broadly, Paul shared his knowledge on how technology and innovation took Denmark from being one of the poorest countries in Europe three centuries ago, to its current status as one of the richest - detailed further in his book "A Land of Milk and Butter: How Elites Created the Modern Danish Dairy Industry".