Dogmatism sometimes gets the better of us. When we’re teaching about the culture of mezcal, it is sometimes very easy to exaggerate and mis-state, by finding fact where there is none. And when we’re preaching to the uninformed, we sometimes forget that there is always fact-checking. The uninitiated will not always take what is stated as gospel; especially when their interest in visiting Oaxaca is to learn about our spirit from a variety of sources.
We must check our dogmatism at the door. The braggarts may be building up their own reputations, but only for that fleeting moment, hour or day, until more tempered discourse in a different drinking or learning environment takes over. Afterwards, it’s the reputation of the mezcalería which potentially suffers.
The foregoing are only a few of the instances in which blowhards in their dogmatic approach to the industry in the end do more harm than good: “X agave makes the best agave distillate; mezcal that is reduced to its ultimate consumption ABV by adding distilled or spring water rather than just the cola, is not real mezcal.” Again here, the same problem.
The dramatic rise in the number of mezcalerías in Oaxaca since about 2013, is remarkable. But without proper training of staff and taking greater care in promoting the spirit, it may all go for naught. Encourage both novices and the initiated, to experiment, read, imbibe and otherwise learn. Don’t speak or write in absolutes, save for when there is certainty. Opine, but at the same time acknowledge other points of view. The mezcal industry in Oaxaca, and for the world, will benefit and continue its surge.
Alvin Starkman holds an M.A. in social anthropology from Toronto’s York University and a J.D. from Osgoode Hall Law School. He has written one book about mezcal (Mezcal in the Global Spirits Market: Unrivalled Complexity, Innumerable Nuances) and over 35 articles centering upon Mexican craft beer, pulque, mezcal and sustainability, as well as a further 250 articles about Oaxacan life and cultural traditions. He co-authored a chapter in an edited volume on culinary heritage (published August, 2014), and wrote an article about brideprice in a Zapotec village (scheduled for release in autumn, 2014, in the Canadian Journal of Latin American and Caribbean Studies)..