Divided Spirits: Tequila, Mezcal, and the Politics of

Divided Spirits: Tequila, Mezcal, and the Politics of Production (California Studies in Food and Culture Book 56)

Divided Spirits tells the stories of tequila and mezcal, two of Mexicoâ€™s most iconic products. In doing so, the book illustrates how neoliberalism influences the production, branding, and regulation of local foods and drinks. It also challenges the strategy of relying on â€œalternativeâ€ markets to protect food cultures and rural livelihoods.

In recent years, as consumers increasingly demand to connect with the people and places that produce their food, the concept of terroirâ€”the taste of placeâ€”has become more and more prominent. Tequila and mezcal are both protected by denominations of origin (DOs), legal designations that aim to guarantee a productâ€™s authenticity based on its link to terroir. Advocates argue that the DOs expand market opportunities, protect cultural heritage, and ensure the reputation of Mexicoâ€™s national spirits. Yet this book shows how the institutions that are supposed to guard â€œthe legacy of all Mexicansâ€ often fail those who are most in need of protection: the small producers, agave farmers, and other workers who have been making tequila and mezcal for generations. The consequencesâ€”for the quality and taste of tequila and mezcal, and for communities throughout Mexicoâ€”are stark.

Divided Spirits suggests that we must move beyond market-based models if we want to safeguard local products and the people who make them. Instead, we need systems of production, consumption, and oversight that are more democratic, more inclusive, and more participatory. Lasting change is unlikely without the involvement of the state and a sustained commitment to addressing inequality and supporting rural development.
Country USA
Manufacturer University of California Press
Binding Kindle Edition
ReleaseDate 2015-10-01
Format Kindle eBook

Country	USA
Manufacturer	University of California Press
Binding	Kindle Edition
ReleaseDate	2015-10-01
Format	Kindle eBook

Divided Spirits: Tequila, Mezcal, and the Politics of Production (California Studies in Food and Culture Book 56)

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