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Tequila Regulatory Council (CRT)Tequila Regulatory Council (CRT)Tequila Regulatory Council (CRT)Tequila Regulatory Council (CRT)
THE APPELLATION OF ORIGIN THE APPELLATION OF ORIGIN THE APPELLATION OF ORIGIN THE APPELLATION OF ORIGIN TEQUILA TEQUILA TEQUILA TEQUILA
Intellectual Property Rights (IPR) Protection of the Appellation of Origin Tequila
Washington D.C. June 3, 2010
Agenda:
1. Appellations of Origin from Mexico
2. Appellation of Origin Tequila
3. Tequila Regulatory Council
4. Infringements against Tequila Intellectual Property Rights (IPRs)
5. International Protection to the IPRs of Tequila
6. Protection of Tequila in the USA1. Institutional: Success cases and cooperation status
2. Certification Mark Register: status of register
7. Challenges of the Tequila protection in the US
1. TEQUILA (1974)
2. MEZCAL (1994)
3. OLINALÁ (1994)
4. TALAVERA (1997)
5. CAFÉ DE VERACRUZ (2000)
6. BACANORA (2000)
7. ÁMBAR DE CHIAPAS (2000)
8. SOTOL (2002)
9. MANGO ADS CHIAPAS (2003)
10. CAFÉ DE CHIAPAS (2003)
11. CHARANDA (2003)
12. EL CHILE HABANERO (2008)
13. VAINILLA DE PAPANTLA (2009)
Appellations of origin from Mexico
3
Regional alcoholic beverage
Obtained from:
Agave tequilana Weber blue variety
Production started in 1700´s (Jalisco)
Production and marketing are subject to regulation (NOM)
The first NOM was created in 1949
In 1974 Mexico established the Appellation of Origin of Tequila
The NOM is verified and certified by the CRT since 1994
Tequila
5
The manufacturing process of Tequila
1. Harvest or jima 2. Cooking or hydrolysis 3.Extraction
7. Aging6. Distillation5. Fermentation
4.Formulation
8. Bottling
Tamaulipas Tamaulipas (11 municipalities)(11 municipalities)
Guanajuato Guanajuato (7 (7 municipalitiesmunicipalities))
MichoacMichoacáán n (30 municipalities)(30 municipalities)
Jalisco Jalisco
(125 municipalities)(125 municipalities)
Nayarit Nayarit (8 municipalities)(8 municipalities)
Territory of the Appellation of Origin Tequila
7
The official standard for Tequila establishes:CATEGORIES AND CLASSES OF TEQUILA
CATEGORIES CLASSES1. Silver
2. Young or Gold
3. Aged (2 months aging)
4. Extra Aged (1 year in barrels minimum)
5. Ultra Aged (3 years in barrels minimum)
TEQUILA 100% AGAVETEQUILA 100% AGAVETEQUILA 100% AGAVETEQUILA 100% AGAVE
Produced from only the fermented and distilled juices of the Agave tequilanaWeber blue variety
Bottled exclusively at the AOT
TEQUILA TEQUILA TEQUILA TEQUILA
Made with at least 51% of Agave tequilanaWeber blue variety sugars and 49% of sugars from other sources
It can be bottled abroad
1. Silver
2. Young or Gold
3. Aged (2 months aging)
4. Extra Aged (1 year in barrels minimum)
5. Ultra Aged (3 years in barrels minimum)
Clearly established rules:Clearly established rules:
Appellation of Appellation of Appellation of Appellation of Origin Origin Origin Origin TequilaTequilaTequilaTequila
Appellation of Appellation of Appellation of Appellation of Origin Origin Origin Origin TequilaTequilaTequilaTequila
Elements of the Appellation of Origin of Tequila
Delimited geographical region
Conformity assessment agency:
Supply chain data - 2009
Farmers 18,000
Agave hectares 90,000
Municipalities with Agave 171 out of 181 protected by AOT
Source of income for households 60,000
Tequila producers (Distilleries) 150
Certified Brands 1,200
Exports (more than 100 countries) 136 million Liters
Total production 249 million Liters
Agave consumption 924,000 tons
Excise Tax Revenue (IEPS) $ 210 million USD
ExportsExportsExportsExportsTequila & Tequila 100% agaveTequila & Tequila 100% agaveTequila & Tequila 100% agaveTequila & Tequila 100% agave40% Alc. Vol. Million of liters
Certification Organization
Verification Unit
Certified Laboratory
Accredited by the EMA and approved by the DGN
National and international scope
Non-profit organization
Offices in Mexico and abroad including US, Spain, Switzerland, and China
Impartial and legally independent
Based on the European models, such as Champagne, Cognac and Sherry
Tequila Regulatory Council (CRT)
13
¨A¨ Tequila producers
¨B¨ Agave growers
¨C¨ Bottlers and marketers
¨D¨ Mexican Government: • Ministry of economy: DGN, IMPI• Ministry of Health • Ministry of Agriculture and Rural Development• Bureau of Consumer Protection
CRT members
CRT objetives
Verify and certifythe fulfillment of the
Official Mexican Standard forTequila.
Safeguard the Appellation of Origin Tequila
in Mexico and around the World
Guarantee the authenticity of the Tequila that the consumer acquires
Issue timely and truthful information useful for the Agave- Tequila
productive chain.
1. Physical inspection to 100%
of the process.
2. Documentary inspections
3. Laboratory tests
Verification of the Authenticity of Tequila in Mexico by CRT
Through a permaent on site inspection, process control and source of the agave.
Accountant records, labeling and commercial information, quality control systems and production methods.
Sampling, measuring and checks and balances of materials.
Most common infringements to the Appellation of Origin of Tequila
Counterfeiting
Unfair competition
Fraud
Passing off
Dissolution
Destruction of false productsreported abroad
Holland: certified trademark with fake product
New Zealand
Lithuania
International Protection
26 Member countries to the Lisbon AgreementLisbon AgreementLisbon AgreementLisbon Agreement for the Protection of Appellations of Origin- Tequila registered at WIPO since 1978
Members of the WORLD TRADE ORGANIZATION (WTO) that have signed the Agreement on Trade Related Aspects of Intellectual Property Rights (TRIPS)(TRIPS)(TRIPS)(TRIPS)
The countries that have signed Bilateral or MultilateralBilateral or MultilateralBilateral or MultilateralBilateral or Multilateral Trade Agreements with Mexico
International legal framework
•• MMééxicoxico--UniUnióón European Europea
•• MMééxicoxico--EFTAEFTA
•• MMééxicoxico--JapJapóónn
•• MMééxicoxico--ColombiaColombia
•• MMééxicoxico--BoliviaBolivia
•• MMééxicoxico--Costa RicaCosta Rica
•• MMééxico xico -- El Salvador El Salvador
Guatemala y HondurasGuatemala y Honduras
•• NAFTANAFTA
•• MMééxico xico -- NicaraguaNicaragua
•• MMééxico xico -- ChileChile
•• MMééxico xico –– IsraelIsrael
MX-NICMX-BOL
G-3
TLCAN
MX-EUMX-CR
MX-JAPON
19
Measures to protect Tequila taken Measures to protect Tequila taken Measures to protect Tequila taken Measures to protect Tequila taken by CRT internationallyby CRT internationallyby CRT internationallyby CRT internationally
• Preventative measures:
Registers of Tequila
Protection to the word Tequila
International Watchers
Cooperation with customs
• Actions against infringements to Tequila IPR’s:The CRT works as a strong defender of the AOT together with the Mexican Government
CRT has set up claims in Courtclaims in Courtclaims in Courtclaims in Court in the European Union against cases that do not respect the GI Tequila
Registros de DO y marcarios gestionados por el CRT
adicionales a los Acuerdos de Reconocimiento DOT
# PAIS OTORGADO EN TRAMITE PROYECTO TITULAR FIGURA
PUBLICADA 2010 - 2011
P/oposición
1 EUA CRT MARCA DE CERTIFICACION
2 Canadá DGN MARCA DE CERTIFICACION
3 Guatemala CRT REGISTRO DOT
4 Honduras CRT REGISTRO DOT
5 El Salvador CRT REGISTRO DOT
6 Costa Rica CRT REGISTRO DOT
7 Nicaragua CRT REGISTRO DOT
8 Panamá CRT REGISTRO DOT
9 Ecuador CRT REGISTRO DOT
10 Colombia CRT REGISTRO DOT
11 Brasil CRT REGISTRO DOT
12 Uruguay CRT REGISTRO DOT
13 Chile CRT REGISTRO DOT
14 Argentina CRT REGISTRO DOT
15 Unión Europea CRT MARCA COLECTIVA
16 Ucrania CRT REGISTRO DOT
17 Rusia CRT REGISTRO DOT
# PAIS OTORGADO EN TRAMITE PROYECTO TITULAR FIGURA
PUBLICAD
A 2010-2011
18 Sudáfrica CRT MARCA DE CERTIFICACION
19 Turquia CRT REGISTRO DOT
20 India CRT REGISTRO DOT
21 Dubai CRT REGISTRO DOT
22 China CRT MARCA CERTIFICACION
23 Taiwan CRT MARCA CERTIFICACION
24 Hong Komg CRT MARCA CERTIFICACION
25 Tailandia CRT REGISTRO DOT
26 Australia CRT REGISTRO DOT
27 Nueva Zelanda CRT REGISTRO DOT
TOTALES 8 3 6 15 pa15 pa15 pa15 paííííses ses ses ses 20 Registros
7 Marcas de certificación o colectivas
CRT in theUnited States of America
CRT uses two primary mechanisms to protect Tequila in the US:
• Institutional
• Certification mark
Promotion focused on education
Liaison with Government
Liaison with industry and organizations
Protecting the Protecting the AO TequilaAO Tequila
Monitoring markets/
Reporting for prosecution by authorities
Status of the protection of Tequila in the USa) Institutional
CRT works together with Mexican and American authorities, reporting any infringement against Tequila:
• CRT has worked with TTB to ensure the protection of the consumer and therefore the protection of Tequila in the US.
• From 2006, all authorized Tequila bottlers in the US have to report every brand of Tequila they bottle, and this has helped to the traceability of Tequila in the US.
Product reported by CRT to TTB:Product reported by CRT to TTB:Product reported by CRT to TTB:Product reported by CRT to TTB:sample, webpage, receipt, pictures; this “Tequila” was claimed to be produced
in Nantucket, MA
TTB stopped its sales and advertisements
Market monitoring and actions taken through institutional channels
Status of the protection of Tequila in the USa) Institutional channel
Participation of CRT in meetings of US and Mexico Authorities - as technical support .
• In this framework CRT provides a report of the infringements found in the US and in third countries related with the US (for being the origin of the products found).
• Cooperation amongst TTB and CRT Laboratories: Laboratories: Laboratories: Laboratories: exchange of information and mutual visits
• CRT has suggested some additional measures measures measures measures to ensure the traceability of the Tequila bottled in the US
Status of the protection of Tequila in the USa) Institutional channel
Status of the protection of Tequila in the USb) Certification Mark Register
CRT applied for the Certification Mark TEQUILA since 2003 at USPTO
The certification mark Tequila attests:
(1) that the distilled spirits are made from a specific variety of the blue agave plant grown in certain regions of Mexico, as defined by Mexican law; and
(2) that the distilled spirits are produced according to the manufacturing standards set by Mexican law regarding fermentation, distillation, and aging;
(3) that the finished distilled spirit product meets the requirements set by Mexican law regarding the percentage of blue agave sugars, bottling, labeling and quality control procedures
• Steps completed in the process:Steps completed in the process:Steps completed in the process:Steps completed in the process:
– Understanding of the Tequila standards and the role of the CRT as a certification entity
– Proof of the legitimate controllegitimate controllegitimate controllegitimate control of Tequila by the CRT.– Clarification of the manufacturing process and the need to certify that the
product is in compliance with the standards.– Conditions under which the “letter of certification” is to be granted.– The certification was verified on almost 100 trademarks per the USPTO
request
• Published as of December 30th, 2008.Published as of December 30th, 2008.Published as of December 30th, 2008.Published as of December 30th, 2008.
• At that time there were 4 possible oppositionsAt that time there were 4 possible oppositionsAt that time there were 4 possible oppositionsAt that time there were 4 possible oppositions
Status of the protection of Tequila in the USb) Certification Mark
Challenges for the protection of Challenges for the protection of Challenges for the protection of Challenges for the protection of Tequila in the USATequila in the USATequila in the USATequila in the USA
A) Challenges for the Institutional Channel: A) Challenges for the Institutional Channel: A) Challenges for the Institutional Channel: A) Challenges for the Institutional Channel:
• Encourage authorities to execute exemplary actions against infringers
• Improve the traceability of the Tequila bottled in the US
• Ensuring the authenticity of Tequila through TTB lab testing
B) Challenges for the Certification Mark protection:B) Challenges for the Certification Mark protection:B) Challenges for the Certification Mark protection:B) Challenges for the Certification Mark protection:
• Reconcile the remaining opposition to the Certification Mark
registration
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