What happens when a cultural treasure becomes a global commodity?

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Spirits of Agave (2024) is a photo series that explores the relationship between memory, tradition, and the global commodification of Tequila. Rooted in Indigenous knowledge and Mesoamerican rituals, the series combines evocative portraits of workers wearing traditional jaguar masks with documentary shots of the Tequila production process. Through these images, Spirits of Agave delves into the tension between cultural memory and the forces of globalisation. The jaguar masks are used as a symbol of fertility, anonymity, and the enduring spirit of those who cultivate the agave plant.

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Tequila embodies Mexican identity, shaped by the alchemy of people, land, and history. Extracted from Blue Agave, its existence today is inseparable from European influence. Its production blends European techniques with a plant cultivated by the Aztec and Olmec empires.

 

Tequila ranks among the four best-selling alcoholic beverages worldwide, though its production still relies on artisanal methods (Statista Market Insights, 2024). Over 300,000 people work in agave cultivation (CRT, 2022). Tequila, generating $29 billion (Statista, 2024), exemplifies the fragile balance between tradition and the global market. Yet, inequalities persist—the youngest fieldworker I met was 15. In 2022, Mexico’s wealthiest 10% held 79.1% of the nation’s wealth, while the poorest half had more debt than assets (Statista, 2022). Expanding agave cultivation for global demand also threatens environmental sustainability. The series questions whether this demand endangers Indigenous knowledge and traditional farming.

 

Each portrait features workers wearing traditional jaguar masks, turning them into mythical figures. In Mesoamerican rituals, the jaguar—Tecuani ("devourer") in Nahuatl—was linked to fertility and agricultural ceremonies. The Spirits of the Agave not only harvest agave but also preserve a shared cultural memory at risk of disappearing. The masks also provide anonymity and protection in Los Altos de Jalisco, a region bordering two violent Mexican states.

 

Spirits of the Agave invites us to examine the balance between cultural memory, land, and globalization. Similar cases, like coffee in Colombia or cacao in Ghana, show how global markets affect traditional practices. This series hopes to spark interest in preserving agave’s deep cultural roots—reflections of traditions facing similar threats worldwide.​