Introduction
For too long, Latin American markets in general, and the Mexican market in particular, have been characterized as "traditional", a backwater of relative stillness with a few quirks that can be managed by avoiding a few taboos and promoting some degree of "tropicalization".
Whereas it is true that such an approach was largely effective for decades, and Corona's strength inside Mexico was largely built upon the celebration of local pride and traditions, de la Riva's ongoing studies on emerging codes beginning in 2012 suggested that far from being persuasive, the depiction of local culture in nationalistic stereotypes is not...
