The perils of protection and the promise of authenticity: Tequila, mezcal, and the case of NOM 186

- The Mexican government and large industrialists sought to trademark the word “agave,” endangering agave spirits producers.
- Within days, an international effort was mobilized to halt the legislation, and the proposal was suspended.
- NOM 186 represents an extension of neoliberal logics that were pursued in tequila and mezcal's denomination of origin (DO).
- Under certain conditions discourses of authenticity may foster new coalitions and disrupt neoliberal pursuits.