Elon Musk’s ‘Teslaquila’ prompts sobering opposition from the tequila industry

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MEXICO CITY – Tesla Inc. co-founder Elon Musk and the Mexican tequila producers could face a collision after the peer of the agave-based beverage opposed the efforts of the flamboyant billionaire to mark an alcoholic drink called "Teslaquila".

The CEO of Tesla is known for ambitious and groundbreaking projects, ranging from auto-electrification and rocket construction to high-speed tunnels.

Now it seems that Musk could set his sights on disrupting the billion industry of the tequila industry.

On 12 October he tweeted & # 39; Teslaquila coming soon & # 39; and an associated & # 39; visual approach & # 39; of a red and white label with the Tesla logo and a caption with the text & # 39; 100 percent Puro de Agave & # 39 ;.

Not so fast, said Mexico's Tequila Regulatory Council (CRT). It argued that the & # 39; name & # 39; Teslaquila & # 39; the word Tequila evokes … Tequila is a protected word. & # 39;

The CRT keeps an eye on producers to ensure that they adhere to strict designation rules that dictate that the spirit must be made in the Mexican states of Guanajuato, Jalisco, Michoacan, Nayarit or Tamaulipas, among other requirements.

According to the website of the American patent and trademark agency, Tesla has filed an application with the trademark & ​​# 39; Teslaquila & # 39; as a & # 39; distilled agave liqueur & # 39; and & # 39; distilled blue agave liqueur & # 39 ;. Similar applications have been submitted in Mexico, the European Union and Jamaica.

"If it wants to make Teslaquila as a tequila viable, it should associate with an authorized tequila producer, adhere to certain standards and ask permission from the Mexico Institute of Industrial Property Institute", the CRT said in a statement.

"Otherwise it would make unlawful use of the designation of origin for tequila," he added, adding that the proposed name "Teslaquila" might confuse consumers with the tequila drink.

Tesla did not respond to various requests for comments.

Other high-profile celebrities have cashed in on the new international appeal of tequila, because the spirit enters the highest regions of liqueurs and unleashes its image as a fiery drink that is drunk by desperados and frat boys.

Last year, Diageo Plc bought the high-end tequila brand Casamigos from actor George Clooney for up to $ 1 billion.

Other recent deals in the sector are Bacardi Ltd.'S deal in January to purchase Fine Tequila maker Patron Spirits International for $ 5.1 billion.

After years of speculation, the Mexican family Beckmann launched in 2017 a first public offer from Jose Cuervo, which raised more than $ 900 million.