In October, Tesla CEO Elon Musk teased us with plans for his very own Tesla-branded tequila, “Teslaquila.” After filing an application to trademark the name, the billionaire is facing a backlash from tequila producers.
As reported by Reuters, Mexico’s Tequila Regulatory Council (CRT) is worried the name will confuse consumers, as “‘Teslaquila’ evokes the word tequila … [and] tequila is a protected word.”
The CRT ensures producers follow the popular spirit’s denomination of origin rules, which dictate it must be made in the Mexican states of Guanajuato, Jalisco, Michoacan, Nayarit or Tamaulipas, as well as adhering to other requirements.
Tesla filed an application to trademark Teslaquila as a “distilled agave liquor” and “distilled blue agave liquor.” But there is so far no indication where the spirit will be produced.
“If it wants to make Teslaquila viable as a tequila it would have to associate itself with an authorized tequila producer, comply with certain standards and request authorization from Mexico’s Industrial Property Institute,” the CRT said in a statement. “Otherwise it would be making unauthorized use of the denomination of origin for tequila.”
If Tesla does introduce the drink, Musk would be entering a competitive, but lucrative market, which looks set to reach $6.36 billion in value by the end of 2025.