The transformation of tequila: From hangover to highbrow

Abstract

This article examines the evolution of tequila’s reputation – from lowbrow to high class – in Mexico and the United States. Analyzing the content of novels, magazines, newspapers, ads, and song lyrics, it argues that the current cachet associated with tequila was influenced by a range of historical, political, and economic circumstances within and between Mexico and the United States. Specifically, transformations took place in three key phases including tequila’s: (1) increasing ties to national identity in Mexico; (2) changing perception – moving from feared to fun – in the United States; and (3) gaining of state-backed support and legislative protection. In explaining the shifting patterns of prestige, the roles of transnational circuits of consumption and production merit closer analysis in understanding the relations that shape cultural fields.

(In)authenticity work: Constructing the realm of inauthenticity through Thomas Kinkade

“…Future research may additionally consider issues of globalization and local cultures in processes of inauthenticity work. For example, prior researches on authentication of drink products suggest that coverage through multiple forms of media, along with established branding with community and cross-cultural identities, can help to authenticate or legitimize mass-marketed cultural products as ''iconic'' (Gayta´n, 2014;Grayson and Martinec, 2004;Kates, 2004). While Wherry (2006) also specifically addresses globalization, his findings on Thai handicrafts support the importance of local cultures put forth by Deneer (2009) in relation to Venice Boardwalk artists.…”

Consumer Behavior Research: Theoretical and Methodological Paradigms Trending

“…Researchers of consumption have studied it in different economic activities: the use of cars and motorbikes (Hansen, 2017); the transformation of tequila into a higher status liquor (Gaytán, 2017); touring (Sonnenburg & Wee, 2015); seafood (Christenson, O'Kane, Farmery, & McManus, 2017); special diets (Parviainen, Elorinne, & Väisänen, 2017); fruits (Silvestre-Godinho & Batista-Alves, 2017), clothes (Karademir-Hazir, 2017); and the evolution of video game sellings (Kuo, Hiler, & Lutz, 2017). Consumer culture behavior theories have been also used to understand people who pay for a painful experience (Scott, Cayla, Cova, Fischer, & Kozinets, 2017), how product aesthetics can discourage the use of a product or lower its enjoyment (Wu, Samper, Morales, & Fitzsimons, 2017) or why video game users obtain value from the negative, spiritual-like aspects of the video game story (Brock, 2017).…”

Simbolismo e Construção da Identidade por meio do Consumo de Cerveja Artesanal

“…Nessa direção, Giorgi (2015), em seu estudo sobre a cerveja artesanal no Brasil, afirma que a cerveja se apresenta de forma nobre, como um alimento refinado e como um coerente acompanhamento de pratos sofisticados. Gaytán (2017), ao analisar o simbolismo de bebidas, afirma que quando a bebida apresenta um status elevado, como o caso da cerveja artesanal atualmente, proporciona um momento simbólico de alto nível.…”

“…Esses aspectos simbólicos relacionados à cerveja artesanal se ligam diretamente à formação da identidade dos consumidores. Gaytán (2017) afirma que os produtos não apenas refletem, mas criam e sustentam significados que são atribuídos a grupos de pessoas, importantes na transformação das identidades dos envolvidos, como tratado a seguir.…”