¡Tequila!: Distilling the Spirit of Mexico

by Marie Sarita Gaytán

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.

Genres: History

222 pages, Paperback

First published October 29, 2014

Reviews

[Tanya · Rating 3 out of 5]

Quick overview of Mexican history for someone like myself who knows virtually nothing about the history of our neighbor. Interesting, but somewhat dry at times.

[Teresa · Rating 3 out of 5]

This book offers a vibrant dive into the rich history and culture surrounding Mexico's iconic drink. The book is a colorful blend of facts, myths, and stories that brings the spirit of tequila to life. I particularly enjoyed the sections that delved into the legends and lesser-known tales about tequila’s origins—these added a unique flavor to the narrative.

However, while the book is informative and entertaining, it occasionally felt a bit surface-level, leaving me wanting more depth in certain areas. Still, it's a great read for anyone interested in the cultural aspects of tequila, even if it's not quite a must-read. Overall: 3 out of 5 stars seems like a good score!

[Roberta · Rating 5 out of 5]

Very informative and educational historical book about tequila - the politics, myths, and more.

[Vianney Rivera · Rating 5 out of 5]

Un excelente libro que contextualiza el éxito del tequila, y que además analiza las connotaciones por las que ha pasado la bebida a lo largo del tiempo. Brinda un panorama un poco superficial acerca del consumo actual pero es válido. Una lectura que sin duda te introduce al análisis de la bebida en un contexto social y cultural sin entrar en tecnicismos propios de su elaboración.