This panel studies how modernity was portrayed in beverage advertisements in twentieth-century Latin America (Argentina, Brazil, and Mexico). In doing so, the panel speaks to both the presence and absence of Amerindians and people of African origin in propaganda and idealized visions of citizenry and consumers. It also explores how products that originated among Amerindians had to lose such connections and take on new associations in order to become national beverages. While early 20^th century advertisements often appealed to nationalism and national identity, the combination of papers focusing on three countries in South and North America promotes dialogue and comparisons beyond national boundaries. Exploring how basic consumer beverages (yerba mate, guaraná, mineral water, beer, and tequila) were advertised touches on themes of race, class, gender, family, and society during a period of industrialization, rapid urbanization, and strong nationalist sentiment. The focus on consumer culture weaves together the often disparate fields of cultural history and commodity history.