By Marie Sarita Gaytán
¡Tequila! Distilling the Spirit of Mexico lines how and why tequila grew to become and continues to be Mexico's nationwide drink and image. beginning in Mexico's colonial period and tracing the drink's upward push throughout the modern-day, Marie Sarita Gaytán finds the formative roles performed by means of a few not going characters. even if the infamous Pancho Villa was once a teetotaler, his snapshot is now plastered around the labels of all demeanour of tequila producers—he's even the namesake of a well-liked model. Mexican motion pictures from the Forties and 50s, specifically Western melodramas, buoyed tequila's recognition at domestic whereas international battle II brought on a spike in revenues in the whisky-starved usa. this present day, cultural sights reminiscent of Jose Cuervo's Mundo Cuervo and the Tequila exhibit permit viewers insert themselves into the Jaliscan countryside—now a UNESCO-protected international background Site—and enjoy within the nostalgia of pre-industrial Mexico.
Our knowing of tequila as Mexico's spirit isn't the results of a few traditional affinity yet quite the cumulative impact of U.S.-Mexican family members, know-how, rules, the history and tourism industries, transferring gender roles, movie, song, and literature. like several tales approximately nationwide symbols, the increase of tequila types a classy, unforeseen, and poignant story. through unraveling its internal workings, Gaytán encourages us to imagine severely approximately nationwide symbols extra mostly, and the ways that they either show and hide to inform a narrative a couple of position, a tradition, and a humans. in lots of methods, the tale of tequila is the tale of Mexico.