Naturalizing Neoliberalism and the De-Mexicanization of the Tequila Industry

Abstract

Although scholars agree that nationalism remains an important aspect of the new vocabulary of neoliberalism, little is known about how these discourses operate on the ground and in particular contexts. In this paper, we investigate how a specific adaption of national identity, one that underscores the values of cultural integrity, is used to naturalize neoliberal shifts in the tequila industry. Tequila has long circulated in the images and myths of Mexican identity. However, in the last two decades, the Mexican government has increasingly relied on tequila's reputation as the nation's ‘spirit’ to obscure changes in tequila regulatory policies that are linked to broader neoliberal changes in Mexico. Extralocal actors—in particular, multinational companies—have more influence over the direction the industry is taking and the institutions that regulate it, while tequila production is increasingly untethered from the communities and traditions that make it distinct. Here, we examine how private and public actors mobilize the language of authenticity, place, and quality to justify the adoption of neoliberal measures in the tequila industry.