Description
Book SynopsisIllustrates how neoliberalism influences the production, branding, and regulation of local foods and drinks. This book also challenges the strategy of relying on alternative markets to protect food cultures and rural livelihoods.
Trade Review"There is not much published about the two iconic Mexican spirits, except for consumer books and tasting guides to different brands. Bowen's perspective is fresh and thought-provoking." -- Fabio Parasecoli The Huffington Post "This is far from a breezy read, and that's exactly the point. In today's spirits landscape, where a new celebrity tequila brand seems to launch each month and mezcal has gone viral, it's rare that we pause to consider the consequences of our adoration ... Offers an exhaustively researched, academic look at the forces that threaten these two great spirits that should be essential reading for anyone with an interest in protecting all that makes them great." Punch "Engaging ... A top gift book for the beverage drinker." -- Dean Tudor Gothic Epicures VinCuisine
Table of ContentsList of Illustrations Acknowledgments Abbreviations 1. The Promise of Place 2. From the Fields to Your Glass 3. Whose Rules Rule? Creating and Defining Tequila Quality 4. The Heart of the Agave: Farming in Tequila Country 5. Making Mezcal in the Shadow of the Denomination of Origin 6. Hipsters, Hope, and the Future of Artisanal Mezcal 7. Looking Forward Methodological Appendix Notes Works Cited Index
