Mexican Opposition To 'Teslaquila' Creates Headache for Elon Musk

Cornelia Mascio
Novembre 15, 2018

Now, Musk has attempted to create his own alcoholic beverage, dubbing it "Teslaquila", a name which has the Mexican Tequila Regulatory Council up in arms.

People in charge of protecting Mexican heritage beverage tequila would rather not be associated with Elon Musk's weird attempt to created his own-brand version of the drink, warning that as a locally protected and recognisable trademark anything akin to Musk's proposed "Teslaquila" effort would be legally besieged with claims from day one. The tech CEO tweeted a mock-up of a Teslaquila bottle label on October 12, noting that the tequila brand was "coming soon".

Now it seems that Musk could be setting his sights on disrupting the multibillion-dollar tequila industry. Reuters reports that similar applications have been filed in Mexico itself, as well as the European Union and Jamaica.

Not so fast, said Mexico's Tequila Regulatory Council.

That's not to say Musk won't adhere to these requirements - in fact, there are limited details on "Teslaquila" so far, with Musk merely tweeting a "visual approximation" of what a bottle of the spirit could look like.

The national industry group, which works to protect the prestige of the agave-based spirit, said the "name "Teslaquila" evokes the word Tequila". In order to be branded as "tequila", the liquor must be produced in one of five Mexican states: Guanajuato, Jalisco, Michoacan, Nayarit, or Tamaulipas.

But he could face problems if the tequila industry opposes his plans. In fact, their main mission is to maintain producer compliance with the official Mexican standard for tequila, and that includes incredibly strict adherence to rules of origin.

According to the US Patent and Trademark Office website, Tesla has filed an application to trademark "Teslaquila" as a "distilled agave liquor" and "distilled blue agave liquor".

After years of speculation, Mexico's Beckmann family launched an initial public offering of Jose Cuervo in 2017, raising more than $900 million.

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