Cover

pdf iconDownload PDF
 

Title Page, Copyright, Dedication

pdf iconDownload PDF

pp. i-vi

Contents

pdf iconDownload PDF

pp. vii-viii

List of Illustrations

pdf iconDownload PDF

pp. ix-x

read more

Acknowledgments

pdf iconDownload PDF

pp. xi-xiv

First, I express my gratitude to all of the kind and generous people who welcomed me into their homes, offices, and distilleries. Every story that was shared with me has contributed to the richness of my understanding of tequila and mezcal and the institutions that regulate them...

Abbreviations

pdf iconDownload PDF

pp. xv-xx

read more

1. The Promise of Place

pdf iconDownload PDF

pp. 1-25

In May 2012, more than one hundred people crammed into a conference room at the Hotel El Ejecutivo in Mexico City, to debate proposed changes in the regulation of mezcal, a spirit distilled from the roasted heart of Mexico’s native agave plant. It was a diverse group that included governmental officials, retailers, producers from all over Mexico...

read more

2. From the Fields to Your Glass

pdf iconDownload PDF

pp. 26-63

Like many people, I don’t have a clear memory of my first taste of tequila. I am sure that the first tequila I tried was cheap, probably mixed into a margarita that I bought during a happy-hour special at one of the dive bars that I frequented in college. I do remember the first time I really tried to savor tequila, a few years later. During graduate school, after spending a semester at a university...

read more

3. Whose Rules Rule? Creating and Defining Tequila Quality

pdf iconDownload PDF

pp. 64-92

In March 2006, I accompanied a group of American and Canadian tequila aficionados on the first of their annual organized tours of Jalisco’s “tequila promised land.” The group included tequila distributors, people who had started tequila-tasting businesses, and a bunch of “weekend warriors” — people who sat in cubicles during the week but dedicated their weekends...

read more

4. The Heart of the Agave: Farming in Tequila Country

pdf iconDownload PDF

pp. 93-122

The world of tequila is defined by stark contrasts, and while I was living in Guadalajara in 2006, I was reminded of these stunning contrasts on a daily basis. In the mornings, I interviewed the owners and managers of the distilleries, some in their glitzy corporate offices in Guadalajara’s fanciest neighborhoods, others while touring their distilleries...

read more

5. Making Mezcal in the Shadow of the Denomination of Origin

pdf iconDownload PDF

pp. 123-146

Eduardo Gallegos is one of many small mezcaleros in the highlands of northern Michoacán. I met him in March 2010, when an acquaintance from the local university took me to visit his viñata (the word used to refer to “mezcal distilleries” in Michoacán). As we followed the winding road that led to Gallegos’s property...

read more

6. Hipsters, Hope, and the Future of Artisanal Mezcal

pdf iconDownload PDF

pp. 147-169

I first heard about traditional mezcal ten years ago, when I began studying tequila. I wanted to go see the small mezcal distilleries for myself, and I even started planning a trip to Oaxaca, which never worked out. But I never could have predicted just how big mezcal was about to get. In 2009, an article in the Los Angeles Times called mezcal “the next spirits category,” praising...

read more

7. Looking Forward

pdf iconDownload PDF

pp. 170-180

In January 2015, the online magazine Drink Spirits offered its predictions about the trends that would most shape the spirits market in the next year. This is “finally going to be the year that tequila has a run,” declared Geoff Kleinman, the magazine’s editor. “All the agave love could spill over to mezcal,” he continued...

Methodological Appendix

pdf iconDownload PDF

pp. 181-194

Notes

pdf iconDownload PDF

pp. 195-226

Works Cited

pdf iconDownload PDF

pp. 227-250

Index

pdf iconDownload PDF

pp. 251-256

Series

pdf iconDownload PDF

pp. 257-260