Sarah Bowen. Divided Spirits: Tequila, Mezcal, and the Politics of Production. University of California Press, 2015
This remarkable book, a recent addition to UC Press’s series on California Studies in Food and Culture, uses drinks distilled from roasted, fermented agave as a basis for entering into debates about production and protection of indigenous food products in the face of globalization.
In recent years, traditional foods and drinks have emerged as profitable and politically salient alternatives to the perceived homogenizing effects of globalization. Initiatives like the Slow Food movement and DOs [denomination of origin] attempt to rescue eating establishments, dishes, and products from the flood of standardization engendered by the industrial food system. In doing so, they strive to support the rural communities, farmers, and processors involved in the production of traditional products. And yet, as my research shows, efforts to regulate Mexico’s iconic spirits illustrate the limitations of relying on alternative markets to protect food cultures and the livelihoods of those who produce them. My work demonstrates how cultural symbolism can be manipulated to perpetuate and deepen long-standing inequalities along global commodity chains.
Or, as she explains much later, “the right to define what constitutes ‘tequila’ and ‘mezcal’ extends as much from market power and it does from a sense of tradition or justice.”
Consider this book with your next Margarita.