¡Tequila!: Distilling the Spirit of MexicoStanford University Press, 12 nov 2014 - 224 pagina's “This fascinating, well-written book explores how tequila has come to symbolize what it means to be Mexican . . . A must read.” —Choice ¡Tequila! Distilling the Spirit of Mexico traces how and why tequila became Mexico’s national drink and symbol. Starting in Mexico’s colonial era and tracing the drink’s rise through the present day, Marie Sarita Gaytán reveals the formative roles played by some unlikely characters—such as the revolutionary Pancho Villa, who was himself a teetotaler. She also shows how tequila’s cultural status was shaped by US-Mexican relations, the tourism industry, shifting gender roles, technology, regulation, film, music, and literature. Like all stories about national symbols, the rise of tequila forms a complicated, unexpected, and poignant tale. By unraveling its inner workings, Gaytán encourages us to think critically about national symbols more generally—especially the ways they both reveal and conceal—to tell a story about a place, a culture, and a people. In many ways, the story of tequila is the story of Mexico. |
Inhoudsopgave
| 1 | |
Fermenting Struggles Pulque Mezcal and Tequila | 17 |
Intoxicating Icons Pancho Villa Masculinity
and USMexican Relations | 43 |
Gendering Mexicanidad and Commercializing Consumption
Tequila and the Comedia Ranchera | 64 |
Touring Tequila and Harvesting Heritage
The Pasts Enduring Presence | 90 |
Pursuing Prestige Regulation Resistance
and the Limits of Mexican Authenticity | 113 |
Consuming Complexity Tequila Talk in Mexico
and the United States | 135 |
Coda | 155 |
Acknowledgments | 163 |
Notes | 167 |
| 187 | |
| 205 | |
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alcohol Amatitán American associated authentic Author interview Aztec became blue agave bottle brands cantina century challenge charreadas charro china poblana colonial comedias rancheras consumers consumption corridos cultural customs depicted described distilleries Distintivo drink tequila economic elites ethnic European example explained femininity FIGURE film foreign Gaytán gender global Guadalajara hacienda Herradura Ibid icon indigenous initiatives Jalisco jimador José Jose Cuervo Lucha Reyes macho machorra manufacture mariachi masculinity Mayahuel meanings mestizo Mexi Mexican Cinema Mexican identity Mexico City mezcal modern Monsiváis Mundo Cuervo national identity native Oaxaca officials Pancho Villa period political popular populations portrayed promoted protect Pueblo Mágico pulque pulquerías quila racial ranchera representations reputation revolution Reyes’s role Sara García social songs Spanish symbol tequila companies tequila drinker Tequila Express tequila industry Tequila region Tequila Regulatory Council tequila-producing Tequilera tion tional tour tourists traditional transnational United urban Virgin of Guadalupe women World Heritage