el crispito

I'm not going to provide a complete translation of this document into English at this time, but let me give you the skinny on what it says. You can also open a popup window with a large-sized copy where the text is legible, although Movable Type does not build image popup windows that scroll, so you might have to save the image file from the popup window to your desktop and open it in another image viewing application to read the entire thing.

Basically, the PSA warns people to not buy tequila from some random person in the street, tells them what all authentic (licensed) tequila must show on the bottle, and then describes different classes of tequila. It warns not only that tequila from street vendors in unmarked jugs could not only damage your health, but also that one is putting their "wealth" or "assets" at risk when they do not buy the real deal.

Bear in mind that this is printed in El ocio, the entertainment supplement that is included in the Friday edition of El Publico, a local newspaper, so it is aimed at Mexicans. Therefore, the line that reads, "Cuida tu patrimonio..." is aimed at them, saying, "Take care of your assets..."

To my knowledge, while it is true that the tequila industry belongs to Mexicans more than it does nationals of other countries, all Mexicans do not receive periodic dividends from any of the distillers. In fact, if Herradura were to sell out tomorrow to Coca-Cola®, I don't think Mexicans could do anything to stop it (even though I suspect they would not because they probably think it would make it más rico). So while it is true that certain Mexicans make money from real tequila, it's lame to imply that tequila is an asset like something the average Mexican can put down on a loan application to increase their net worth.

Most Mexicans I've spoken to about it are a little annoyed that the price of tequila has gone through the roof here in Mexico because very effective advertising and a suprising upward trend in the taste of Americans in their alcohol preferences have increased demand for tequila in the United States. Half of all tequila is produced for export, and of that, 80% goes to the US. That's great for the tequila industry, and in the long run, that's good for Mexico. For most Mexicans, it just means that the price for a bottle of good tequila is much less affordable.

Overall, I find the ad funny, for the icon if nothing else. Yet it's mildly annoying to me that the tequila industry is trying to keep people from buying cheaper, bootleg tequila through an appeal to their patriotism and some false notion that they participate in the profits. For many, the street vendors are probably the only means through which they can afford a bottle (or jug) of the national beverage, or a facsimile thereof.