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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.