Mexico Re-Branding Tequila as Luxury Spirit Nick Parker - CNN
go to original July 29, 2012

Mexico's Tequila industry is re-branding in an attempt to protect its image against cheaper 'Agave liquors'. But can you trademark a plant?

Mexico is home to one of the world's most popular spirits - Tequila. Produced from the Agave plant, it is big business, with annual sales of $1.6 billion.

Like champagne, Tequila is a trademark brand specific to a geographic region. But some companies outside the official Tequila area are producing cheaper spirits called 'Agave liquor,' prompting lobbyists to seek legal protection.

The Tequila industry is now trying to rebrand the spirit as a luxury product and extend its export market to Russia and China.

But critics say the move will undermine the role of traditional distillers around the country.

"It's a violation of cultural rights of people that are poor," says Alejandro Calvillo Unna from The Power of the Consumer.

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