An online publication for the liquor industry decided to celebrate Latin Heritage Month. The publication, Liquor .com, decide to spearhead the month with an industry veteran, author, bar owner & mentor that is of non-Latino heritage. Both the publication and the bar owner thought it was appropriate to feature a non-Latina for a Latin Heritage Month celebration. What does that say about the publication? What does it say about the bar owner? How is it possible that, in an industry filled with incredible Latino talent from dishwasher to bar owner to brand ambassador to your everyday neighbourhood bartender, the notion of a non-Latin to represent Latin Heritage was dominant within the Liquor .com decision-makers?

Let’s explore some of the reason.

John Leguezamo Latin History for Moron