Branding Agave?

More on how the law defines things, this time for anti-competitive rather than pro-competitive purposes …

“Tequila” is registered appellation of origin for spirits produced in five Mexican states. A storm is now brewing over proposals in Mexico sponsored by the tequila industry that would limit the use of the word “agave” — the genus of the blue agave plant from which Tequila is distilled — in connection with both tequila itself and other spirits (mezcal and banacora)¬†distilled from various agave species.

Resistance is growing. ¬†Even the botanical community is pointing out the absurdity of the limiting use of a genus when the tequila industry itself relies on a particular species. Given opposition by Cofemer, Mexico’s Commission on Regulatory Improvement (within the Ministry of the Economy), adoption of the standard is far from a sure thing.