Between Tradition and the Market, the Gourmetization of Bacanora de Sonora

Abstract

Objective: Analyzing the process of the bacanora’s gourmetization in Hermosillo, Sonora, to demonstrate it is not merely a sales strategy, but also the economic and cultural practices within globalization for demarcating identities through consumption. Methodology: The exploratory study was conducted through interviews with 12 restaurant managers in Hermosillo and 15 bacanora women producers. Participant observation was also used. Results: Gourmetization forces producers to change the flavor, the presentation, and distribution methods to adapt to the taste demands of new consumers. Value: This work is significant due to the growing consumption of bacanora and concludes by showing that producers are faced with the dilemma of preserving their traditions or satisfying new markets’ taste. Limitations: The sample is small and the results are not generalizable Conclusions: Gourmetization is a challenge for the women producers, particularly for those who have established a connection between the preservation of this traditional drink and the maintenance of its specific flavor.