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San Miguel de Allende -- Today is Sunday, August 01, 2010 01:53 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 | 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. | 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."
| IGLESIA DE LA CONCEPCION. It was begun in the mid-17th century and financed partially through the support of the Canal familiy, who figured prominently in the town's ealy history. The domed roof, one of the largest in Mexico, wsa not completed until 1891. Supported by elegant Corinthian columns, it is believed to be the work of La Parroquia architect Zeferino Gutierrez.
IGLESIA DE SAN FRANCISCO. Build in the late 18th century, it is thought to be the work of Eduardo Tresguerras, who contributed to the design of many churches in central Mexico. Construction was financed through donations from wealthy families and the proceeds from bullfights. The intricate stone carvings gracing the exterior are a fine example of the ornate Churriguerreque style. The high-ceilinged interior contains statues, paintings and more carved stone. La Parroquia. The many-steepled church towers over the plaza and dominates the city. It was originally built in the late 17th century in a plain Fanciscan style, but 2 centuries later an Indian architect, Zeferino Gutierres, gave the church an imposing facelift. With no formal training, he added the tower and Gothic-style facade of pink-hued sandstone, supposedly using postcard pictures of French Gothic cathedrals as his inspiration. Inside, neoclassic stone altars have replaced earlier gilded wood ones. A statue of St. Michael the Archangel, namesake of both town and church (its official name is Parroquia de San Miguel Arcangel), adorns the main altar. Chapels are located to the side and behind the main altar. The original bell, also referered to as St. Michael and cast in 1732, begins ringing early in the morning to summon parishioners; La Parroquia is still an active house of worship.
MUSEO CASA DE ALLENDE. The birthplace of Ignacio Allende now houses a historical museum. A plaque hanging ove the front door reads, "Here was born the one who was famous". Allende was one of the few early leaders of the War of Independence with actual military training. Together, he and Father Miguel Hidalgo organized a ragtag army and plotted strategies for overthrowing Spanish rule. Museum exhibits chronicle the region's history abd Allende's role in the struggle for freedom.
ORATORIO DE SAN FELIPE NERI. It was build by San Miguel's Indian population in the early 18th century. The original structure's facade of pink stone is still visible at the church's eastern end, along with a figure of Nuestra Senora de Soledad (Our Lady of Solitude). The southern exterior is newer and incorporates a baroque style. The church is notable fir its many domes in different shapes. The adjoining chapel, Santa Casa de Loreto, is behind the church. A grating blocks the chapel entrance, although its gilded altars can still be seen.
Text from "AAA Mexico Travelbook 1998" | From the Vip Club Newsletter for San Miguel de Allende with information on discounts available for club members who have purchased the VIP Club Discount Card
- Accounting Services: Juan Manuel Orta,
044-415-101-1805, free consultation for first-timers
- Aqua Bell, purified water, call 120-3500, 19 liter jugs,
home delivered, no deposit charge, 12-pesos, 20% discount
- Art Print, San Francisco 11, upstairs, (quality full-color
digital printing, 10% minimum $400 pesos)
- BBQ Bob's, Salida de Celaya #6 organic produce, (10%, 100
peso minimum)
- Beatriz's Vacation Rental Apartments - 10% discount off rentals apartments.
- "Best of San Miguel" published by Joseph Harmes,
(10%), order by e-mail:
escritorsma@cybermatsa.com.mx
- Black & White Shop - "Tonina" - now located Loreto
28A, 20% off
- Camar Printing - 10% off all printing
services, minimum $500 pesos.
- Casa del Inquisidor, Aldama No. 1. Members may take 10% off marked goods. Casa del Inquisidor furniture & décor store, furniture, upholstery, rugs and hardware, in addition to Casa del Inquisidor's professional interior design.
- Casa Linda, Luxury Hotel - 15% off for cash, 5% when using credit
card.
- Casa Montana Hotel in Pozos - 20%.
- Chelo's Farmacia - 20% drugs, 15% off retail products except those
already marked down, $50 pesos minimum.
- Classes un LTD - VIP Club members may take 10% off continuous education
classes. For additional info visit their website, www.classesunlimited.com,
or call: 152-2483.
- Clinica Izuinapan Pet Care and Spa. Veterinario Dr. Rodrigo Garibay offers 10% off pet needs including spaying, neutering, grooming and SPA services. La Clinica secializes in alternative and preventive medical treatment & Professional Grooming for pets
Relampago #22 Col. La Lejona 2da. Seccion,
Cell: 044 415 151 9325.
- Darla's Jewelry, corner of Correo and Recreo, (15%)
- Dryclean USA, Salida A Celaya No.14, 185-8200,
Dry clean and laundry services, pick up and
delivery, 15% discount, 100 peso minimum.
- DuPont Paints, 152-39-87, (10%) off
Two locations Salida de Celaya #26 and, Libramiento a Dolores Hidalgo #46, 044-415-100-6552
- Elite Nails, waxing etc. Zacateros #29 (15%) 100 peso minimum
- ERA Gift Shop, Zacateros #39, (10%)
- Georgia Dering Massage Therapy, 044-415-103-3364 (10%)
- Goldie Designs, Canal #9, (10%)
- Helena Moreno Fine Arts Gallery, Jesus #18, (10% off marked
items)
- Hotel Casa Cafe on Hidalgo, (10%) coffee by the kilo, whole
bean or ground
- Intercam Casa de Cambio - (premium rate slightly above posted rate
when cashing in dollars).
- Joyous Heart represents, Shaklee, Mexico, Zamora Rios
#9, Colonia Allende, 152 1213. Deep discounts to VIP Club Members.
- La Morada Hotel - 20% off rooms and suites (some black out dates apply).
- Lavamagico laundry service (home delivery), Pila Seca
#5, 152-0899. (10)%
- Noel Propane Gas, home delivery, (6%) off retail price
154-8383 Special Instructions, must call in for cylinders or tanks
beforehand give card # and date of expiration. If encountering truck
on the street must call in when in house. laundry service (home delivery), Pila
Seca #5, 152-0899. (10)%
- The Leather Shop - Umarán #1, (10%)
- Moyshen Art Gallery Hidalgo #4, (10% off marked art)
- McDonalds Mail Box Service to US (10% discount for year
payment)
- Patricia's facial & body treatments, Ladrillera #1,
154-8104. (10%)
- Ren Ellis Leather Goods, Recreo 8A (10%)
- San Miguel Health and Fitness Center - 20% off first month's membership.
- Satellite Mexico TV - Welcome, SATELLITE MEXICO, VIP Club members
can take 10% off services, including installation. Contact Chuck for info: satellitemexico@yahoo.com
- 3 Señores - Camping and horseback riding. For reservations
call:
044-415-101-4976. 25% discount of regular rates.
- San Miguel Designs; (www.sanmigueldesigns.com).
(15%).
- Satellite Mexico TV (10%) off services, including installation
- Seventh Heaven Boutique - Sollano #13, Various discounts to members.
- Stilo Lamps and Furniture, Casada Aurora, (10% off marked
goods)
- Vista Real Hotel and Vista Real Hotel's Restaurant - (20%) Blackout
periods apply
Notice: Certain Restaurants and Businesses
may have restrictions that do not appear on this website. Please contact The
Restaurant Club directly for a complete list of participating businesses and
restrictions. Web site Questions/Corrections, contact web@vipsanmiguel.com and Lou Christine
VIP Questions, contact vipsma@cybermatsa.com.mx for the VIP
CLUB | |
