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San Miguel de Allende -- Today is Tuesday, January 06, 2009 11:54 at our loyal server in the USAMexican Coke: The 'Real Thing?'
By TOM RAGAN
Sentinel staff writer
WATSONVILLE
It's popping up just about everywhere in Latino communities across the United States: Mexican-made Coca-Cola in those old glass bottles, somewhat of an anomaly in the age of the plastic liter and twist-off cap.
Slightly worn and a bit gritty from all the coming and going, the 12-ounce bottles, which sell for roughly $1.25 a pop, are being bought up and sucked dry at record clips in cities across the country with large Latino populations.
And Mexicans and Mexican-Americans aren't the only ones swigging down the soda bottled south of the border, claiming it tastes different from its American-made counterpart, that its fizz seems to last longer because it's in a glass bottle.
If running diaries on the Web in the form of blogs are any indication, just about everybody who likes the heft of a good old-fashioned soda bottle is looking for the Mexican-made pop in the thousands of ma and pa convenience stores that cater to Latinos.
"Mexican Coke is selling like crazy bro, and I can't keep up," says Rudy Mendoza of El Gordo Taqueria on Main Street. Last week the 20-something Mendoza, Salinas born and bred, was cursing the underground distributor under his breath as the slightly green tinted bottles, with the words "Hecho en Mexico," started to disappear from his refrigerator.
In somewhat of a conundrum, the Atlanta-based Coca-Cola Co. has condemned the recent imports across the country as a form of "bootlegging."
But at the same time the company has recognized that it would be remiss if it overlooked the Mexican pop craze, which is why it is now buying Coca-Cola in bottles from Mexico and importing them to Texas and Southern California, two of the largest Mexican markets in the country, according to Mart Martin, a spokesman for Coca-Cola's North American division in Atlanta.
"We believe that the appeal of Mexican Coke is as much about nostalgia as it is about anything," says Martin. "It's like getting a piece of home in a bottle. You can't deny the fact that it's in a tall glass bottle, something you just can't find in most parts of the United States."
But it's the "same exact product," and Mexican bottlers are buying the ingredients straight from the company, says Martin.
"It's not like they're stirring it up in some backyard," he adds. "Coke is Coke is Coke."
The company, however, rarely elaborates on Coke's ingredients, and the secret formula is actually in a vault in a bank in Atlanta. Instead, the company line all along has been that there is "no perceptible taste difference" between Mexican Coke and the American-made Classic Coke.
As Martin says, "You have to consider the circumstances: the packaging, whether there's ice over it, the temperature, or whether it's in a can or a bottle. But what often happens is people think it tastes different because it comes in a bottle, and that's what we're trying to get our arms around. The 'why?' It could just be psychological."
Yet there is one kicker, and it's a fairly large one: Mexican Coke may contain the same secret syrup, but its sweetener is entirely different.
It's made from sugar cane, not corn syrup.
'The Real Thing'
Latinos are the fastest-growing population segment in the United States, and Mexico accounts for well over half of the roughly 33 million Latinos who live in the country, according to the 2000 census.
Certainly, this is not the first time the Mexican market has flexed its muscle, with an occasional borrowing from U.S. popular culture.
Look closely at the Mexican man wearing that Texas Longhorns cap or the World Series-winning Chicago White Sox hat. There's a chance it came from a market just off the plaza in Any Town, Mexico.
But then there's the real Mexican deal, like tequila, which has anchored many a margarita happy hour; or tacos, as popular as hamburgers, without which there'd be no Taco Bell.
Mexico's a country that's put the popularity of chips and salsa right up there with ketchup and french fries.
And in yet another nod to the lucrative Latino market, Frito-Lay just came out with a "fiery habañero" flavor of Doritos that all but requires a bottle of water during consumption.
It's no secret that the meteoric rise in the Mexican population in the past few decades in the United States has given rise to all products Mexican, which has made its way into the mainstream of the American psyche — from canned jalapeños to cheaper laundry soaps to the corn tortilla.
But taking a brand name like Coca-Cola and undercutting the American-made Coca-Cola distributors on their own turf hasn't gone over well with the largest soft drink supplier in the world, according to Martin.
Although the bottlers in Mexico are authorized and are making the cola above board, it's the non-Coca-Cola distributors — the guys who are wheeling and dealing it in an underground market — that are causing all the problems.
Lawsuits have been filed, but no dispositions as of yet.
"They're trespassing on the territory rights of many U.S. bottlers," said Coke spokesman Martin. "Bringing it into the country is not illegal. But what it does do from the Coca-Cola standpoint is it violates contractual rights that we have with our bottlers. And it has potential trademark right infringements as well."
The controversy has even bubbled to the surface in several blogs.
Ordinary Joes are mixing their thoughts and opinions with the best of the high-browed corporate types who've made careers out of analyzing products that sell and those that don't.
Grant McCracken, a noted anthropologist with a doctorate from the University of Chicago, wrote: "Some consumers now insist that Mexican Coke is a more robust brand than American Coke, not least because it is charged with meanings that American Coke never had, or long ago gave up. In particular, Mexican Coke is charged with a powerful nostalgia, a remembrance of childhood south of the border."
Karina Alejandre, 22, a recently arrived immigrant from Mexico who now cooks at El Gordo Taqueria in Watsonville, remembers her first sip of Coca-Cola.
And guess what?
It didn't even come from a bottle.
"We'd drink from plastic sandwich bags with straws inside," she said in Spanish, an imaginary straw in her hand. "We couldn't leave the store with the bottles."
Since Coca-Cola was founded in the late 1880s as a syrup mixed with carbonated water, it's gone from the soda fountain to the bottle to the aluminum can to the plastic liter.
And now it's back to the bottle, courtesy of Mexico, a country that's usually a few years behind the times, often fashionably retro because of it.
And in the backrooms of some Mexican tiendas in Watsonville, from El Gordo to D'La Colmena, cases upon cases of the Mexican Coke bottles sit, proof that there's a demand, which is causing a stir but saturating a Latino and non-Latino thirst across the country.
As McCracken notes, "The bigger challenge of the Coca-Cola Co. is to admit that even the magnificent corporation that has created and preserved the 'real thing' authenticity must now admit to the possibility that there are many authenticities. This is the lesson of plenitude. This is the lesson of the long tail."
Miguel Perez and Leticia Martinez, Watsonville residents, don't know anything about corporate lessons learned.
They just know what they like.
"When we run out," says Martinez, "I buy the smaller American-made bottles. They cost more, but they're worth it. I love drinking Coke from the bottle."
from www.santacruzsentinel.com | To some San Miguel de Allende means history and tradition, to others art or language, to many, just a place to call home. But, to all, there are a some things that make it unique and memorable, here are a few personal favorites…
THINGS TO SEE
San Miguel de Allende was, by 1790, one of the richest villages in Mexico, with a population over twice that of New York City at the time. The wealth came from the silver trade, and those that had made their fortunes took it upon themselves to build elaborate mansions, churches and theaters. This past grandeur is still evident, with outstanding examples of most styles of colonial Mexican architecture to be found.
Of note are the Templo de San Francisco, Templo de la Concepción (known locally as ‘Las Monjas’), the Oratorio de San Felipe Neri with its interior Santa Casa de Loreto, the Centro Cultural Ignacio Ramirez "El Nigromante” (a.k.a. Bellas Artes) and, without doubt, the Parroquia.
La Parroquia de San Miguel Arcángel:
The original Parish Church, built in the late 17th century, was of relatively modest design. This changed dramatically in 1880 when the master stone mason, Zeferino Gutierrez was commissioned to create a new facade. A self-taught architect, Gutierrez is reported to have taken the inspiration for his design from drawings and postcards of European cathedrals. The resulting neogothic fantasy, whose soaring turrets can be viewed from almost any spot in town, has made the Parroquia one of the most photographed churches in Mexico. El Jardín:
Centered between the Parroquia to the south, colonnades of colonial arches to the east and west and the Presidencia, or historic city hall, to the north, this bustling park is the heart of the city. It draws visitors to sit and gossip on the wrought iron benches shaded by boxy laurel trees, to pause and listen to musicians playing from its central gazebo or to line the stone walls and cheer as one of the town’s many parades passes by.
Biblioteca Pública:
The English Public library is Mexico's second largest English language library. The rambling building contdecorated reading room, a restful inner courtyard with wireless internet service, a theater offering foreign film and live performances, a computer center and café. It is an not only an important part in the lives of many of San Miguel’s expatriate population but, due to its mandate of enriching the lives of local students, it is also an integral part of the community.
El Charco de Ingenio:
This privately funded botanical garden and ecological reserve, located on the outskirts of town, is dedicated to restoring and preserving Mexican flora and encouraging endangered wildlife to flourish. The extensive grounds house a conservatory of Mexican plants, with particular emphasis on cacti and succulents; a center where one can purchase plants; remains of an ancient wool mill and an historic reservoir that is home to native and migratory birds. All is linked by a network of paths, with wonderful views of the town and countryside, that are ideal for biking and walking, and allow access for rock climbing on the steep canyon walls. An adjacent Nature Park provides grounds for picnicking and horseback riding.
Tianguis:
Imagine what would result if you crossed a flea market, a farmer’s market, a 19th century food court and the closeout bin at a discount clothier? If you can’t, you should visit the Tuesday open-air market held by Plaza Real del Conde. Under the shade of multicolored tarps are hundreds of vendors hawking fresh fruit and vegetables, dried herbs, kitchenware, hardware, beauty supplies, clothing (new, used, or remaindered from American retailers), watches, CD’s (some of which might be legal) and everything else in between. Even if you only go for the sights you will no doubt end up buying something.
Reprint Permission from "Su Casa"--Your Home in San Miguel de Allende
© 2006 Imprint Publishing/Advertising
Telephone in San Miguel:152-0493 | THINGS TO DO
Though known as a retirement haven San Miguel offers a wealth of leisure time activities to those that don’t believe retirement means rest. It has a reputation for outstanding hiking and biking, horseback riding and instruction, birding and rock climbing. More conventional pursuits, such as golf and tennis are also at hand and San Miguel has a number of fully-modern gyms and exercise studios.
House and Garden Tour:
One the more popular activities in San Miguel is the weekly tour of the town’s premier residences, if one judges by the over 10,000 visitors who participated in 2005. Over 300 local home owners open their doors on every type of architecture and interior decoration imaginable; a good source of inspiration and ideas for future residents. Tours depart from the Biblioteca on Sundays at noon, tickets can be purchased at the door from 11 am. onwards.
Hot Springs:
The road to Dolores Hidalgo is dotted with hot springs producing warm to hot, mineral-rich water. Facilities range from those of luxurious spas to more traditional Mexican balnearios with gardens, restaurants and picnic areas; and may include any number of pools. The pools themselves can be indoors, under the open sky or in rock-lined grottos, and range in size from small, perfect for soaking, all the way up to Olympic, ideal for laps or swimming.
Fiestas:
While all Mexicans love a party, it seems that no town enjoys a celebration or fiesta more than San Miguel. Local citizens take to the streets with verve and enthusiasm for traditional holidays, to honor local heroes and patron saints or sometimes, it seems, just for the fun of it. There’s always something happening; all marked with music, dance and fireworks. Of note in the upcoming months is the Chamber Music Festival in early August, September’s San Miguelada or ‘running of the bulls’ and week-long Fiesta to honor San Miguel Arcángel and the Brass & Wool Fair and Jazz Festival held in November.
Wining & Dining:
Whether you are an avid gourmand or someone who just likes to pick up food—fast, you will appreciate life in San Miguel. There may be no large chain restaurants, but there is a local cafe on almost every corner, offering tasty, freshly made specialities. And you are sure to discover that the towns premier restaurants can vie with those of larger North American cities for taste, style and presentation.
After dinner, those in search of culture will find that their choices include gallery openings, theater, concerts, dance or foreign and classic film. Those who prefer lifting a glass can do so in everything from hard-drinking cantinas or friendly sports bars and pubs to nightclubs featuring rock, salsa blues or jazz (often live) or elegant rooftop terraces and intimate hotel lounges.
Reprint permission from "Su Casa"--Your Home in San Miguel de Allende
© 2006 Imprint Publishing/Advertising
Telephone in San Miguel: 152-0493
| The following excerpt is by the legendary Stirling Dickinson, who is probably the most important Gringo to ever make an impact on the development of San Miguel de Allende. From Brandeburgh Press, November 1969.
In 1542, the missionary Fray Juan de San Miguel established a tiny settlement known as San Miguel Viejo. It was a frontier outpost constantly threatened by hostile Indians. Spanish soldiers and families of Spanish settlers came and the new hamlet was moved to the slope of Moctezuma Hill where fresh springs provided water. Soon, a royal charter was created for the town known as San Miguel El Grande. For more than two and one half centuries, San Miguel thrived under the repressive but orderly rule of Spain, as it was a link on the silver route to Mexico City. In 1810 revolution flared, led by Captain Ignacio Allende of San Miguel and Father Miguel Hidalgo of the nearby town of Dolores. For eleven years the revolution was fought. Finally, after a Mexican victory over the Spanish, the town was renamed San Miguel de Allende, honoring Don Ignacio Allende, its greatest son and martyr to freedom.
Travel writers have often called San Miguel "the prettiest town in Mexico". That remark has become a cliche. Yet, like all cliches, it has basis in fact. San Miguel is the most charming of all Mexican towns. Today, its chief fame is as an art center and home to hundreds of foreign residents, not artistic themselves, but attracted by the atmosphere the arts create. Most of these residents are fiercely partisan about their community, quickly pointing out that although many tourists visit, its real life goes on quietly but busily behind the unrevealing walls of its homes and gardens. A stranger who harps on the defects of living here is likely to be met with a cold stare and a classic retort. "Of course, San Miguel is not perfect -- it is merely heaven."
| There are a thousand and one descriptions of San Miguel de Allende written over the past decades. Here's one writer's short take:
San Miguel's reputation as an arts center was established by the founding of the Allende Institute. One of its American founders, Stirling Dickson, came to Mexico as a tourist in the 1930s and fell in love with the city. A painter and engraver, he helped inaugurate the institute in 1950 and was its director until 1987. The lovely building housing the school once was owned by the wealthy Canal familiy. Fountains, arcades and courtyards gardens grace the grounds of the campus, which has extensive classroom space, two are galleries, a theter and a library.
Students from throughout the Americas take advantage of the art and language classes offered, and the institute also functions as a campus abroad for several American and Canadian art schools. The Centro Cultural Bellas Artes, is also known as the Centro Cultural el Nigromante (its official name) and the Centro Cultural Ignacio Ramirez. It is a branch of the wellknown Instituto de Bellas Artes in Mexico City. The impressive building, which dates from the mid-18th century, was once the Convento de la Concepcion and features an immense, tree-shaded courtyard. It offers music, dance and visual arts classes; a bulletin board lists lectures and concerts given both here and elsewhere in the city. Several murals are also exhibited, including one by David Alfaro Siqueirs.
San Miquel is known for the variety and quality of its regionally produced handycrafts. Metalwork -- masks, trays, lanterns, picture frames and decorative objects made of tin, copper, brass, bronze and wrought iron -- and the design of local silversmiths are particularly worth seeking out. Also available are pottery, weaving, sculpture, straw items, hand-loomed cambaya cloth (a material frequently used to make skirts), and folk and traditional art.
The colonial furniture is some of the finest produced in Mexico. Open-air Mercado Ignacio Ramirez, the city market, fills the plaza in front of the Oratorio de San Felipe Neri, and spreads onto the surrounding streets. Livestock and fresh preduce share space with inexpensive everyday items and souvenirs at the cheaper end of the price scale. The Mercado de Artesanias consists of vendor stalls in an alley. Pricier boutiques are scatted throughout the downtown area. Art galleries are concentrated around the main plaza, and exhibit openings are big social events. Two that showcase both regional and national talents are Galeria San Miguel and Galeria Atena. | |
