TEQUILA DISTILLING THE SPIRIT OF MEXICO

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Tequila

Author : Marie Sarita Gaytán
ISBN : 9780804793100
Genre : Social Science
File Size : 50.13 MB
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Italy has grappa, Russia has vodka, Jamaica has rum. Around the world, certain drinks—especially those of the intoxicating kind—are synonymous with their peoples and cultures. For Mexico, this drink is tequila. For many, tequila can conjure up scenes of body shots on Cancún bars and coolly garnished margaritas on sandy beaches. Its power is equally strong within Mexico, though there the drink is more often sipped rather than shot, enjoyed casually among friends, and used to commemorate occasions from the everyday to the sacred. Despite these competing images, tequila is universally regarded as an enduring symbol of lo mexicano. ¡Tequila! Distilling the Spirit of Mexico traces how and why tequila became and remains 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. Although the notorious Pancho Villa was a teetotaler, his image is now plastered across the labels of all manner of tequila producers—he's even the namesake of a popular brand. Mexican films from the 1940s and 50s, especially Western melodramas, buoyed tequila's popularity at home while World War II caused a spike in sales within the whisky-starved United States. Today, cultural attractions such as Jose Cuervo's Mundo Cuervo and the Tequila Express let visitors insert themselves into the Jaliscan countryside—now a UNESCO-protected World Heritage Site—and relish in the nostalgia of pre-industrial Mexico. Our understanding of tequila as Mexico's spirit is not the result of some natural affinity but rather the cumulative effect of U.S.-Mexican relations, technology, regulation, the heritage and tourism industries, shifting gender roles, 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, and the ways in which 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.
Category: Social Science

Tequila

Author : Marie Gaytán
ISBN : 0804788073
Genre : Social Science
File Size : 40.51 MB
Format : PDF, Mobi
Download : 390
Read : 1086

Italy has grappa, Russia has vodka, Jamaica has rum. Around the world, certain drinks—especially those of the intoxicating kind—are synonymous with their peoples and cultures. For Mexico, this drink is tequila. For many, tequila can conjure up scenes of body shots on Cancún bars and coolly garnished margaritas on sandy beaches. Its power is equally strong within Mexico, though there the drink is more often sipped rather than shot, enjoyed casually among friends, and used to commemorate occasions from the everyday to the sacred. Despite these competing images, tequila is universally regarded as an enduring symbol of lo mexicano. ¡Tequila! Distilling the Spirit of Mexico traces how and why tequila became and remains 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. Although the notorious Pancho Villa was a teetotaler, his image is now plastered across the labels of all manner of tequila producers—he's even the namesake of a popular brand. Mexican films from the 1940s and 50s, especially Western melodramas, buoyed tequila's popularity at home while World War II caused a spike in sales within the whisky-starved United States. Today, cultural attractions such as Jose Cuervo's Mundo Cuervo and the Tequila Express let visitors insert themselves into the Jaliscan countryside—now a UNESCO-protected World Heritage Site—and relish in the nostalgia of pre-industrial Mexico. Our understanding of tequila as Mexico's spirit is not the result of some natural affinity but rather the cumulative effect of U.S.-Mexican relations, technology, regulation, the heritage and tourism industries, shifting gender roles, 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, and the ways in which 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.
Category: Social Science

How The Gringos Stole Tequila

Author : Chantal Martineau
ISBN : 9781613749081
Genre : Cooking
File Size : 87.80 MB
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Once little more than party fuel, for years tequila in the U.S. market was dominated by a crude hybrid, aptly called "mixto," but of late, it has graduated to the status of fine sipping spirit. Now growth in sales of real tequila, made from 100 percent agave, is outpacing that of the cheap stuff by some threefold. But there's more to the story of tequila than its popularity, and How the Gringos Stole Tequila traces the spirit's evolution in America from frat-house firewater to luxury good. Author Chantal Martineau immersed herself in the world of tequila over the last five years—traveling to visit distillers in Mexico, attending tastings and seminars around the United States, and meeting with tequila experts and even academics who have studied the spirit—and the result is a book that offers readers a glimpse into the social history and ongoing impact of this one-of-a-kind spirit. In addition to discussing the history and politics of Mexico's popular export, this book also takes readers on a colorful tour of the country's tequila trail as well as bringing in expert opinions and cocktail suggestions from some of New York's top mixologists.
Category: Cooking

Viva Tequila

Author : Lucinda Hutson
ISBN : 9780292722941
Genre : Cooking
File Size : 79.45 MB
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“Tequila is my soul mate,” Lucinda Hutson exclaims. “Mexico in a bottle, its flavor is as melodic to the mouth as a mariachi tune is to the ear—bold, spicy, and full of life!” For nearly forty years, Lucinda has trekked through tequila country, distilling adventures and knowledge to present them to enthusiastic readers around the world. Her 1995 book Tequila! Cooking with the Spirit of Mexico helped usher in the boom that transformed the tequila industry. Now in ¡Viva Tequila! she returns to her lifelong passion, bringing us deeper into the traditions and vibrant present of Mexico, and creates fabulous, flavorful recipes for drinks and dishes made with Mexico’s agave spirits. ¡Viva Tequila! begins with a lively tour of the history and culture of spirits made from the miraculous maguey—pulque, mezcal, and tequila. Lucinda follows her chosen elixir from fields of blue agave, to distilleries both family-owned and internationally operated, to the bewildering array of brands now available in the market. She offers advice on how to host a tequila tasting, discover your favorites, and stock your home cantina. With imaginative garnishes and presentations, and inspiration drawn from her travels throughout Mexico, Lucinda presents recipes for dozens of drinks featuring favorite Mexican libations, while also highlighting mezcal and tequila in new and bright ways that go far beyond the ubiquitous margarita. And because no fiesta is complete without festive food, Lucinda shows you how to use agave spirits in delightful dishes that feature fresh produce, fragrant herbs, and chiles picantes, prepared with techniques from Mexico's kitchen. For occasions ranging from lavish buffets to morning meriendas, leisurely afternoon tardeadas, last-minute happy hours, or dessert socials, you'll find original recipes and traditional ones, some of which Lucinda has altered with contemporary touches, that are sure to please every palate.
Category: Cooking

Tequila

Author : Ana Guadalupe Valenzuela Zapata
ISBN : 0816519382
Genre : History
File Size : 53.59 MB
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This comprehensive guide to tequila's varieties, production and history shares marks of distinction for connoisseurs and highlights the link between artisanal agave cultivation and final flavor, arguing for a return to cultivation of heritage crops.
Category: History

Heaven Earth Tequila

Author :
ISBN : STANFORD:36105114226108
Genre : Photography
File Size : 38.42 MB
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Photographs and text describe the growth and harvesting of agave, traditional methods of manufacturing tequila, and life in the town of Tequila and the tequila-making region of Jalisco, Mexico.
Category: Photography

Accounting For Alcohol

Author : Martin Quinn
ISBN : 9781351734219
Genre : Business & Economics
File Size : 83.42 MB
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Consumption of alcohol is a globally ubiquitous, often controversial activity, and business organizations in this sector are of significant social and economic relevance. This book draws on accounting records from the sector to reveal fresh and unique insights into the historic development of the production of alcoholic beverages. Offering a historic overview of the three major areas of the alcohol industry – brewing, distilling and wine – this book reveals the commonalities and differences which are present in the industry, while also highlighting its social impact. The editors bring together contributions from around the world, including Mexico, France, Japan and Ireland, to demonstrate how accounting has developed over time. Offering diverse geographical and historical perspectives, it explores multiple aspects of accounting within the industry, including internal control, earnings management, competition, and regulatory aspects. The fascinating insights into breweries, wineries, spirit distillers, vineyards and other related organizations provides a unique historic perspective of accounting systems, techniques and practices. Drawing on an international range of examples and rich archival material, this valuable research collection will be of great interest to researchers and advanced students of accounting and business history.
Category: Business & Economics

Mezcal

Author : Emma Janzen
ISBN : 9780760352618
Genre : Cooking
File Size : 60.80 MB
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-Produced in nine Mexican states, mezcal has gained popularity among north-of-the-border cocktailians who have come to appreciate the complexity and tradition of this smoky, flavorful spirit. Mezcal can be made from any of fifty varieties of agave that are often harvested in the wild, and always roasted prior to fermentation, then ground with stones and animal power, and distilled in clay or copper pots. It is truly the most artisanal of spirits. The varieties of agave and the variations in manufacturing processes yield complexities not found in mezcal's more common cousin, tequila (which by law is made only from blue agave). For these reasons, enthusiasts make cogent arguments that mezcal is more akin to wine, with considerations such as varietals and terroir coming into play. Not to mention that the majority of this that's spirit available in the US is still produced using small-batch methods handed down for centuries. Mezcal brings you a smartly written and beautifully produced primer on mezcal history and production, as a well as a guide to twenty-plus of the most common agave varietals used in production, and a tasting guide, complete with room for your own notes. It doesn't stop there, though: the expertly curated recipe section offers up a selection of over forty craft cocktails that take advantage of mezcal's unique qualities. Throughout, author Emma Janzen, the digital editor at Imbibe magazine and a mezcal devotee, busts mezcal myths, unravels its mysteries, interviews producers, before disclosing tasting tips readers won't find elsewhere---
Category: Cooking

Divided Spirits

Author : Sarah Bowen
ISBN : 9780520962583
Genre : Cooking
File Size : 25.4 MB
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Divided Spirits tells the stories of tequila and mezcal, two of Mexico’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 “alternative” 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 terroir—the taste of place—has become more and more prominent. Tequila and mezcal are both protected by denominations of origin (DOs), legal designations that aim to guarantee a product’s authenticity based on its link to terroir. Advocates argue that the DOs expand market opportunities, protect cultural heritage, and ensure the reputation of Mexico’s national spirits. Yet this book shows how the institutions that are supposed to guard “the legacy of all Mexicans” 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 consequences—for the quality and taste of tequila and mezcal, and for communities throughout Mexico—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.
Category: Cooking