Pulque is a thick, milky alcoholic drink first enjoyed by Aztec kings in the centuries before the arrival of Spanish conquistadors. It is fermented from the juice of the maguey plant, which is an aloe-like relative of the agave, the source of tequila and mezcal. After the fall of the Aztec empire, the masses of poor mestizos in colonial Mexico adopted the drink and pulque consumption soared.
Fermented maguey is mixed with any of a number of flavors including pineapple, pistachio, strawberry, and even celery to mask its bitter taste. Places that serve pulque, called pulquerias, have been going out of business one by one over the past century as its popularity dwindled among the working classes of Mexico.
Then, suddenly, young people in the heart of Mexico City rediscovered pulque and now the few surviving pulquerias are thriving hangout spots for Mexican youth.
Technology has also lent a helping hand as modern pasteurization has led to the bottling and canning of pulque, which traditionally had a shelf life of only a few days.
A few companies have even begun to import the drink to the United States, in hopes of capturing the attention of homesick Mexicans and tuned-in hipsters. After a hundred years of decline, pulque has made a comeback. Montezuma would be proud.