Proceedings of the International Association for Business and Society

Volume 31, 2020

Proceedings of the Thirty-First Annual Meeting

Tara Ceranic Salinas
Pages 120-128

Mezcal: When Culture and Consumption Collide

Mezcal is a spirit distilled from the heart of the agave plant. It has been produced via traditional methods in Mexico for centuries, but recently has found popularity in the United States and other countries. The rise in demand for this artisanal product could greatly benefit the eight states in which it is legally distilled with an influx of capital from tourism and export. However, with this popularity comes outside influence and the potential for unfair business practices and cultural appropriation. This case provides a general overview of mezcal and the Mexican state of Oaxaca in which it is produced. Discussion questions are presented as well as a brief teaching note.