Sarita Gaytán is Assistant Professor of Sociology and Gender at the University of Utah.
Ph.D. in Sociology, University of California, Santa Cruz, 2008 M.A. in Sociology, University of California, Santa Cruz, 2005 B.A. (with honors) in Political Science and Sociology, University of California, Irvine, 1997
I highly recommend this insightful book to anyone with any interest or involvement in the Tequila industry. Regardless of your level of knowledge or experience, you’ll certainly learn something, have your assumptions challenged in a constructive way, and deepen your understanding of the culture of Tequila.
Food and drink are every bit as important to national images as flags and anthems. For Mexicans, tequila, sipped with a slice of limón and a pinch of salt, is, as Marie Sarita Gaytán puts it, the very spirit of Mexico. For diners in Mexican Restaurants worldwide, tequila-based margaritas along with serapes, sombreros and mariachi music help manufacture a sense of fiesta.
Yet, as Gaytán points out in this deft history, tequila is, like most national icons, of recent vintage [...]
There is a lot of literature about tequila, mezcal and Mexico but there really are not that many, really good books with a broad perspective on the subjects. Most authors seem to be satisfied with [...] more or less established myths mixed with margarita recipes and some nice pictures. This is different! [...] Highly recommended!
[...] An enlightening and intriguing look into the sociological impacts and historical importance of tequila. Lovers of Latin American culture and industry will enjoy this in-depth glimpse into what is one of the most important facets of Mexican society. Not only will fans of history appreciate this research, but students of sociology can revel in the knowledge that has come from Gaytán’s extensive probe into this often misunderstood drink.
¡Tequila! is an intellectual spirit, and a model for rigorous transnational and interdisciplinary analysis of Mexico's tequila cultural symbolism, production and consumption. A superb investigation of Mexican nationalist consumption and power.
This riveting, beautifully-written book presents a groundbreaking examination of why and how tequila has achieved special distinction as a national symbol. Especially impressive is Gaytán's discussion of the ritual practices associated with tequila and the multiple ways in which the drink has come to represent both tradition and modernity. Simply terrific.
"This book is its namesake liquor manifested: blanco in its rollicking prose, reposado in its smooth unveiling of an epic saga, añejo in its deep research. Add a touch of lime and salt, and you have a perfect evening of reading."
¡Tequila! Distilling the Spirit of Mexico traces how and why tequila became and remains Mexico’s national drink and symbol. Starting in Mexico’s colonial era and tracing the drink’s rise through the present day, I reveal the formative roles played by some unlikely characters.