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Mezcal in Oaxaca

- A Craft Spirit for the Global Marketplace
Af: Ronda L. Brulotte Engelsk Hardback

Mezcal in Oaxaca

- A Craft Spirit for the Global Marketplace
Af: Ronda L. Brulotte Engelsk Hardback
Tjek vores konkurrenters priser

An ethnography of mezcal and how it has become a global, "artisanal" good.

Mezcal is booming. Once considered a peasant drink—the rough, lowbrow cousin of the more refined tequila—the smoky spirit is now prized by connoisseurs the world over. It is also hailed as a savior of Oaxaca, powering a craft industry that can uphold rural economies and Indigenous traditions.

Ronda L. Brulotte traces mezcal’s swift rise and its effects on communities that have distilled and enjoyed the beverage for generations. Only in the late 1990s did mezcal begin to escape its longstanding associations with Indigenous and working-class life, even as these very qualities supply the “authenticity” that elite consumers crave. Through a detailed ethnography of the spirits industry in Oaxaca, Brulotte compares the ideal of the artisanal economy with the reality of participation in global markets. Her findings—focused on tourism-led development and gentrification, the exploitation of women and smallholders, and swelling regional migration pressures—raise troubling questions about the ecological and social sustainability of a new craft imaginary that rebrands rustic products as luxury goods.

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An ethnography of mezcal and how it has become a global, "artisanal" good.

Mezcal is booming. Once considered a peasant drink—the rough, lowbrow cousin of the more refined tequila—the smoky spirit is now prized by connoisseurs the world over. It is also hailed as a savior of Oaxaca, powering a craft industry that can uphold rural economies and Indigenous traditions.

Ronda L. Brulotte traces mezcal’s swift rise and its effects on communities that have distilled and enjoyed the beverage for generations. Only in the late 1990s did mezcal begin to escape its longstanding associations with Indigenous and working-class life, even as these very qualities supply the “authenticity” that elite consumers crave. Through a detailed ethnography of the spirits industry in Oaxaca, Brulotte compares the ideal of the artisanal economy with the reality of participation in global markets. Her findings—focused on tourism-led development and gentrification, the exploitation of women and smallholders, and swelling regional migration pressures—raise troubling questions about the ecological and social sustainability of a new craft imaginary that rebrands rustic products as luxury goods.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 192
ISBN-13: 9781477330951
Indbinding: Hardback
Udgave:
ISBN-10: 147733095X
Kategori: Oaxaca
Udg. Dato: 22 apr 2025
Længde: 0mm
Bredde: 152mm
Højde: 229mm
Forlag: University of Texas Press
Oplagsdato: 22 apr 2025
Forfatter(e): Ronda L. Brulotte
Forfatter(e) Ronda L. Brulotte

Kategori Oaxaca

ISBN-13 9781477330951

Sprog Engelsk

Indbinding Hardback

Sider 192

Udgave

Længde 0mm

Bredde 152mm

Højde 229mm

Udg. Dato 22 apr 2025

Oplagsdato 22 apr 2025

Forlag University of Texas Press

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