The celebration of the 50 years of the Tequila designation of origin, and the 30 years of its Regulatory Council (CRT), within the framework of World Intellectual Property Day, has been an eloquent reminder of a brilliant success story, but also a hopeful look at the future.
It is not only about the dazzling growth numbers that the industry has achieved to position itself as the fifth best-selling alcoholic beverage in the world, but also about the recognition that Tequila has achieved in all latitudes as a designation of origin that rubs shoulders with the most illustrious members of the world club. Names such as Rioja, Cognac, Champagne and Jerez appear on that list, which are not only close friends of the CRT, but also share experiences and strategies to maintain the tradition that has brought them to this century, reinventing themselves throughout the process.
A central theme at the event has been sustainability. It is necessary to elucidate how the endemic inputs of a DO can continue to grow to scale production, but ensuring that monoculture is not to the detriment of the environment. It is clear that sustainability aspects will accompany DOs in the future as a dominant challenge, and in that area, all Geographical Indications are immersed.
Of the many challenges that were highlighted at the celebration, that of the legal protection of DOs is preponderant. The existing differences in the figures derived from international treaties of European tradition, compared to diminished forms of recognition through trademarks or bilateral agreements, raise significant fissures that allow imitations and falsifications that detract from the indicators of origin and affect consumers. .
One more aspect to highlight was the presence of other Mexican Denominations of Origin that are struggling to achieve visibility. Leaving Mezcal out of that group, which with all its problems continues to grow, others such as Charanda, Sotol, Raicilla and Bacanora are still lagging behind. It is evident that not all spirits can emulate the extraordinary path of success of their older brother Tequila, but it is clear that, at least, they could climb several steps considering their history and quality.
One of the experiences that we were able to learn from European appellations of origin is the contextual regulation that accompanies them. The existence of legal protection is a first step, but for these figures to stand out on a commercial level, financing is required for their registration and consolidation, support for the formation of their regulatory council, training, effective certification and promotion, shoring up its tourist side and its professional direction. Without these minimum components, the DOs remain good intentions and do not end up developing.
At 50 years of the DO Tequila and 30 of its Regulatory Council, all that remains is to say health and long life to Tequila!, and congratulate the thousands of women and men who make it possible to produce the liquid culture that best identifies our country. in the world.
