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Abstract

Mezcal is an alcoholic beverage produced only in selected regions of Mexico under appellation of origin status from the Word Intellectual Property Organization. While it has been produced in Mexico for many centuries, mezcal’s appellation of origin was only granted in 1995. Therefore efforts to produce and market it as a premium product have a relatively short history. This case study examines developments in the production and marketing of this unique product, and the activities of the marketing cooperative El Tecuán in Guerrero State in this process.

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