12/23/2025
In a world in which our "tastes" are guided by marketing, efficiency and profit, can we really be sure of what a true flavor is?
This is the question contributor Omar Muñoz explores in his latest thought provoking piece.
"The global market has captured nearly everything it could capture. Many of the qualities that once defined uniqueness are gradually absorbed by economic logics that favor a standard product, scale, and efficiency. Practices that were once local and handcrafted are often reshaped to meet the demands of volume and consistency. Cultural expressions rooted in community risk being simplified into a limited number of recognizable brands. In this process, sensory richness is frequently diminished, many times not through deliberate intent, but as an outcome of systems that reward optimization. What we consume, in many cases, is no longer the direct continuation of tradition, but the result of market structures that prioritize profitability over lived cultural complexity."
It's a terrific read and comes at the perfect time as the year is coming to an end and we give time for reflection. Link in bio to Mezcal News or here: https://www.mezcalistas.com/the-struggle-for-the-true-taste-of-mezcal/