Chapters in this book

1. Frontmatter i
2. CONTENTS v
3. ILLUSTRATIONS vii
4. INTRODUCTION 1
5. 1. FERMENTING STRUGGLES 17
6. 2. INTOXICATING ICONS 43
7. 3. GENDERING MEXICANIDAD AND COMMERCIALIZING CONSUMPTION 64
8. 4. TOURING TEQUILA AND HARVESTING HERITAGE 90
9. 5. PURSUING PRESTIGE 113
10. 6. CONSUMING COMPLEXITY 135
11. CODA 155
12. ACKNOWLEDGMENTS 163
13. NOTES 167
14. REFERENCES 187
15. INDEX 205