Marie Sarita Gaytán, University of Utah (IMAGE)

University of Utah Health

Marie Sarita Gaytán, University of Utah

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Marie Sarita Gaytán, an assistant professor of sociology and gender studies at the University of Utah, noticed the distilled spirit's rise in popularity. She turned what has become a pop culture phenomenon into a research project, which culminated into a study published recently in the Journal of Consumer Culture, "The transformation of tequila: From hangover to highbrow."

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Courtesy photo, University of Utah

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