Is Tesla Making Tequila or Bio-Fuel? Either Way, Mexico is NOT HAPPY

Is Tesla getting into the alcohol business or just looking for another alternative fuel? Automologist MAC brings us the deets. 

Last month, Elon Musk’s Electric Vehicle Company, which I am sure you know is called Tesla, filed trademark for an agave liquor called Teslaquila. Those of you out there who frequent bars will, of course, know that an agave liquor is Tequila.

Musk followed the trademark application up with a tweet promising his adoring followers that it is “coming soon”. Of course, we had a hint that he was up to something back in April, when he posted a picture of him passed out next to some bottles of the stuff.

The liquor could be a clever marketing ploy or a new source of income for the mega-rich entrepreneur. It could be a potential source of bio-ethanol as well, and a hint that Tesla may be about to enter into the internal combustion engine business (aka ICE)—probably not, though.

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Not all trademark applications turn up on the shelves of a local supermarket, though. It would seem that Elon—who is famous for being the champion of products designed to disrupt conventional businesses—has hit a wall with this particular attempt to disrupt the multi-billion dollar tequila industry.

Just yesterday, the Mexican Tequila Regulatory Council (CRT) has objected to the use of the name (at least in Mexico), saying that the name is to close to Tequila, which is a protected name. The CRT is responsible for keeping tabs on producers to ensure that they adhere to strict rules on the production of the product and where it is produced. Accordingly, Tequila is only Tequila if it is produced in the States of Guanajuato, Jalisco, Michoacan, Nayarit or Tamaulipas from the blue agave plant.

Tesla’s application states that the product is “distilled agave liquor” but does not say where it will be distilled. The CRT claims that Tesla should associate themselves with an established distillery to avoid confusing the consumer. Frankly, after a few Tequilas, I am regularly confused, but this does of course sound a little bit like protectionism, which may prove to be too hard for Elon to resist.

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