DRINKS PRODUCTION AND MARKETING RULES SEEK TO BALANCE PROTECTING EXCELLENCE WITH LIBERATING COMMERCE
October 1st, 2008
BY ALAN OSBORN
INTRODUCTION
About 10 years ago the American distiller JB Wagoner decided to market a fiery liquor made from the cactus-like agave plants growing in the hills on his estate at Temecula in California. He called it "temequila." It soon became known as "the American tequila," proving indistinguishable in taste, texture and effect from the well-known Mexican drink. This was hardly surprising since it was made exactly the same way and from the same plant as genuine tequila. The Mexicans producers of this traditional drink were ...
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