The Tequila Wars

The National Chamber of the Tequila Industry(CNIT) has stated categorically that 80% of the spirits labeled as agave are not compliant with the regulations to be labeled Tequila. They are treating this as a threat to the industry and apparently pursuing stronger regulations to prevent the use of the name "agave" in labeling. Even with 1960 approved trademarks, this 80% figure would indicate a great deal of non compliant product out in the market.

From INFORMADOR:
"GUADALAJARA, Jalisco (22/FEB/2012.) - Given the fact of unfair competition faced against "standard drinks that are ostensibly agave distillates that do not meet standards or certification required", the tequila industry will arranged for the competent authorities "regulate the agave word as a trademark to protect consumers and ensure the quality of appellations of origin, which include the tequila."

So said upon taking office as president of the National Chamber of the Tequila Industry (CNIT), Eduardo Orendain Giovannini, who stated categorically "that more than 80 percent of standard drinks they say carry agave, do not meet the necessary regulations" , so that in addition to mislead consumers, are unfair competition to be matched by the intervention of authority...........

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One piece of possible good news: "Also the challenge of lobbying a reduction from 53 to 40 percent in the amount of Special Tax on Production and Services (IEPS), so as to encourage consumption nationally, which would also affect more uptake for the treasury."