{"product_id":"mezcal-in-oaxaca-a-craft-spirit-for-the-global-marketplace-hardback-9781477330951","title":"Mezcal in Oaxaca; A Craft Spirit for the Global Marketplace (Hardback) 9781477330951","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMezcal in Oaxaca\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eA Craft Spirit for the Global Marketplace\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eRonda L. Brulotte (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781477330951, University of Texas Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 22 April 2025\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e192 pages, 16 b\u0026amp;w photos, 2 maps\u003cbr\u003e22.9 x 15.2 x 1.8 cm, 0.454 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\"With her deep knowledge of Oaxaca and sharp ethnographic eye, Ronda Brulotte presents a compelling story of mezcal’s rise to global prominence. But Brulotte’s genius is in using mezcal as a window to understand Oaxaca today - as it fits into the Mexican and global political economy, as embedded in global cultural currents, the often-hidden role of women, and the complicated ways artisanal production takes place in a free-market context. Brulotte writes in an accessible style and deftly weaves together the many different strands that make up this story in a way that will appeal to both specialists and students.\" - Edward F. Fischer, \u003ci\u003eVanderbilt University\u003c\/i\u003e, author of \u003ci\u003eMaking Better Coffee: How Maya Farmers and Third-Wave Tastemakers Create Value\u003c\/i\u003e \u003c\/p\u003e \u003cp\u003e\"Ronda Brulotte tells the real story of mezcal. The popular saying, \"para todo mal, mezcal; para todo bien, tambiÉn\" comes to life in her vivid prose as she describes the hard work, beauty, and situated Indigenous knowledge that goes into the production of mezcal (a product gloriously immune to industrialization). She also conveys the complex trends and risks of global popularity that sometimes contribute to ongoing inequalities and disenfranchisement. Ultimately, however, it is not a story that makes us reluctant to lift a glass of this spirit, which she explains is \"good to think with,\" but rather an opportunity to appreciate the wisdom and vulnerability of those who make it and commit to their prosperity.\" - Alyshia Gálvez, \u003ci\u003eLehman College\u003c\/i\u003e, author of \u003ci\u003eEating NAFTA: Trade, Food Policies, and the Destruction of Mexico\u003c\/i\u003e \u003c\/p\u003e \u003cp\u003e\"Brulotte covers the basics of mezcal history and tells stories of notable producers, while at the same time casting a sharp eye on exploitation and pretension, both in the industry and in the culture of mezcal aficionados…In short, this book is a big deal…I found \u003ci\u003eMezcal in Oaxaca\u003c\/i\u003e a joy to read. It is so rare to discover an academic who has a talent for descriptive writing and the courage to make both her discipline and the subject so accessible and engaging.\"- \u003ci\u003eMezcalistas\u003c\/i\u003e \u003c\/p\u003e\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eAn ethnography of mezcal and how it has become a global, \"artisanal\" good.\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e 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. \u003c\/p\u003e\n\u003cp\u003e 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. \u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cul\u003e\n\u003cli\u003e List of Illustrations \u003c\/li\u003e\n\u003cli\u003e Preface \u003c\/li\u003e\n\u003cli\u003e Introduction: Mezcal Is Good to Think With \u003c\/li\u003e\n\u003cli\u003e 1. Mezcal and Coloniality \u003c\/li\u003e\n\u003cli\u003e 2. Mezcal in the New Craft Imaginary \u003c\/li\u003e\n\u003cli\u003e 3. A Taste for Agave \u003c\/li\u003e\n\u003cli\u003e 4. Mezcal, Mole, and Oaxaca Tourism \u003c\/li\u003e\n\u003cli\u003e 5. Valuing Women or Creating Value? \u003c\/li\u003e\n\u003cli\u003e 6. Can Mezcal Save a Village? \u003c\/li\u003e\n\u003cli\u003e Conclusion: Mezcal in a Twenty-First-Century Wonderland \u003c\/li\u003e\n\u003cli\u003e Acknowledgments \u003c\/li\u003e\n\u003cli\u003e Notes \u003c\/li\u003e\n\u003cli\u003e Bibliography \u003c\/li\u003e\n\u003cli\u003e Index \u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"University of Texas Press","offers":[{"title":"Brand New","offer_id":52591020900632,"sku":"9781477330951","price":63.49,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/mezcal-in-oaxaca-a-craft-spirit-for-the-global-marketplace-hardback-9781477330951","provider":"Freshly Printed Books","version":"1.0","type":"link"}