Tequila and Cognac join forces to safeguard appellations of origin

By Goodrich, Riquelme y Asociados

To bolster and safeguard their respective appellations of origin, the Tequila Regulatory Council (CRT) of Mexico and the National Interprofessional Bureau of Cognac (BNIC) of France have renewed their collaboration agreement, initially signed in 2012. 

This renewed commitment will aid in protecting both spirits in Europe, Mexico, and other key markets, such as the United States.

Through this agreement, both organizations will collaborate in identifying products that mislead consumers, infringe upon intellectual property rights, and pose a threat to their respective appellations of origin.

As a novel addition, the renewed collaboration agreement includes a commitment to exchanging pertinent information on agri-food measures and environmental certification.
"This includes agreements to share knowledge that will benefit both appellations of origin in terms of sustainability-related initiatives," stated CRT president Miguel Ángel Domínguez.

Appellations of origin are legal designations that protect the names of products that are produced in a specific geographic area and according to traditional methods. Cognac is a brandy that is produced in the Cognac region of France, while tequila is a unique, traditional Mexican spirit obtained by distilling fermented agave juice from the blue agave, or Agave tequilana "Weber's Blue" variety found in Mexico's central and western regions, which are recognized in the General Declaration on the Protection of the Appellation of Origin Tequila.

According to ResearchAndMarkets.com's, the tequila market is anticipated to cross USD 20.40 billion market size by 2028, increasing from USD 14.40 billion in 2022. The market is projected to grow with 6.10% CAGR by 2023-28.

"Tequila has gained popularity beyond its traditional markets, driven by increased consumer awareness, changing taste preferences, and improved availability, rising in regions such as North America, Europe, and Asia-Pacific," the report states, higlighting the importance in controlling tequila production, certification and labelling.