Transformation of pulquerías in Mexico city: a perspective from their business models

Authors

  • Zeltzin Itzel Rocillo Aquino Centro de Investigaciones Económicas, Sociales y Tecnológicas de la Agroindustria y la Agricultura Mundial (CIESTAAM). Universidad Autónoma Chapingo
  • Juan Antonio Leos Rodríguez Universidad Autónoma Chapingo
  • Jorge Aguilar Ávila Centro de Investigaciones Económicas, Sociales y Tecnológicas de la Agroindustria y la Agricultura Mundial (CIESTAAM). Universidad Autónoma Chapingo. Km 38.5 Carretera México-Texcoco, 56230, Chapingo, Estado de México.

DOI:

https://doi.org/10.22231/asyd.v18i2.862

Keywords:

Agave; alcoholic beverage; pulque commercialization; social networks

Abstract

Pulque, the main way that maguey pulquero plants are used, has taken diverse positions in consumption throughout history, and after being denigrated during the 20th century there now is a growing interest in understanding more about this beverage. The objective of this study was to analyze its commercialization today, to identify the factors that strengthen it, promote its development and drive the rest of the chain. Research was performed during the years 2016 and 2017, in 55 pulque vending businesses in Mexico City and metropolitan area. Semi-structured interviews were conducted with those in charge of the businesses, defining aspects of pulque production and commercialization, and correlation data within and outside this link. The method of social network analysis, business model, and statistical analyses were used to process the data. Three business models were identified in function of the strategy used: “traditional”, “diversified”, and “successful”; the latter was the most profitable in terms of liters of pulque sold. There is a growing trend in consumption, which will impact positively the structure of the maguey-pulque value chain.

Author Biography

Juan Antonio Leos Rodríguez, Universidad Autónoma Chapingo

CIESTAAM

Coordinador de Posgrado

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Agricultura, Sociedad y Desarrollo

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Published

2021-12-18

How to Cite

Rocillo Aquino, Z. I., Leos Rodríguez, J. A., & Aguilar Ávila, J. (2021). Transformation of pulquerías in Mexico city: a perspective from their business models. Agricultura, Sociedad Y Desarrollo, 18(2), 225–245. https://doi.org/10.22231/asyd.v18i2.862

Issue

Vol. 18 No. 2 (2021): Agricultura, Sociedad y Desarrollo

Section

Artículos

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