!Tequila!

"e;This fascinating, well-written book explores how tequila has come to symbolize what it means to be Mexican . . . A must read."e; -Choice Tequila! Distilling the Spirit of Mexico traces how and why tequila became Mexico's national drink and symbol. Starting in Mexico's colonial era and tracing the drink's rise through the present day, Marie Sarita Gaytan reveals the formative roles played by some unlikely characters such as the revolutionary Pancho Villa, who was himself a teetotaler. She also shows how tequila's cultural status was shaped by US-Mexican relations, the tourism industry, shifting gender roles, technology, regulation, 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, Gaytan encourages us to think critically about national symbols more generally especially the ways 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.