It's Time To Learn The Right Way To Drink (And Buy) Tequila - Refinery29

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Beginning in the early 1960s, tequila was marketed in the U.S. as a product whose flavor should be masked in margaritas with lime wedges, or drunk quickly as shots. A string of 60’s Jose Cuervo ads, the earliest ads cataloged, show tequila marketed with a margarita cocktail recipe consumed by beautiful white women. It’s a pattern that repeated itself throughout the decades, placing white features on a Mexican product. Tequila was presented as a mere ingredient to a popular cocktail, not a spirit to enjoy on its own, as is done in Mexico. For Americans, it was a beverage for “busting loose,” as a 1982 Jose Cuervo ad put it, featuring a white guy on a beach holding a pitcher of margaritas and surrounded by white women in bikinis. In fact, as Patrick A. Reed notes in their Alcohol Professor piece, even the star ingredient of tequila itself, blue agave, was divorced from the marketing, saying they “only found one [ad] dated prior to 1974 that lists any agave-derived product.” 

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