Mezcal in Oaxaca: A Craft Spirit for the Global Marketplace (Joe R. and Teresa Lozano Long in Latin American and Latino Art and Culture)
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https://hub.yourlifeisgood.club/may25/1477330968/Mezcal-in-Oaxaca-A-CraftSpirit-for-the-Global-Marketplace-Joe-R-and-Teresa-Lozano-Long-in-LatinAmerican-and
An ethnography of mezcal and how it has become a global, "artsanal"good.Mezcal is booming. Once considered a peasant drink&8212therough, lowbrow cousin of the more refined tequila&8212thesmoky 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&8217sswift 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 &8220autenticity&8221that 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&8212focsed on tourism-led development and