Spirits of Agave

Spirits of Agave is a photo series by the Mexican-Dutch photographer Bruno Aguilar that explores the relationship between memory, tradition, and the global commodification of tequila. Rooted in Indigenous knowledge and Mesoamerican rituals, the series combines evocative portraits of workers wearing traditional jaguar masks with documentary shots of the tequila production process. Through these images, Spirits of Agave delves into the tension between cultural memory and the forces of globalization. The jaguar masks are used as a symbol of fertility, anonymity, and the enduring spirit of those who cultivate the agave plant.

My great fear is that we are all suffering from amnesia.”

Eduardo Galeano

Conquista Personal
Growing up in Mexico, tequila was ever-present, a symbol of national pride. Meanwhile, the sight of tequila bottles reminded me of my grandparents, whose lives bore the mark of alcohol, and of my godfather, who lost his life to it. These personal experiences magnetized me to tequila not only as a drink but as a question of identity and family.

Realidad Económica
In 2024, tequila ranked among the four best-selling alcoholic beverages worldwide, though its production still relies on artisanal methods. Over 300,000 people work in agave cultivation. Tequila, generating $29 billion, exemplifies the fragile balance between tradition and the global market. The series asks if this demand threatens Indigenous knowledge, land erosion and traditional farming.

Máscara
Each portrait features workers wearing traditional jaguar masks, turning them into mythical figures. In Mesoamerican rituals, the jaguar—Tecuani (“devourer”) in Nahuatl—was linked to fertility and agricultural ceremonies. Spirits of Agave do not only harvest but also preserve a shared cultural memory at risk of disappearing. Additionally, the masks provide anonymity and protection in Los Altos de Jalisco, a region bordering two of the most violent Mexican states.

Esperanza
Spirits of Agave invites us to examine the balance between cultural memory, land, and globalization. Similar cases, like coffee in Colombia, cacao in Ghana and pigments in India show how global markets affect traditional practices. The aim with Spirits of Agave is to spark the interest to understand and value the profound cultural memory manifested in the agave fields that mirror traditions in 6 continents facing similar challenges.

El Artista
Bruno Aguilar (b. 1998) is a Mexican-Dutch photographer and art director. Combining a documentary approach with personal artistic interpretation, Bruno seeks to reframe contemporary visual realities and memory.