It is not a secret that the rights derived from Appellations of Origin and Geographical Indications, which have been correctly used, have been of great benefit to society. Such is the case of agricultural products and drinks protected under European Geographical Indications, which represent a sale value of almost 75 million euros according to the European Commission[1]. This is precisely one of the reasons why, in the negotiation of different international instruments, especially in the modernization of the Free Trade Agreement between Mexico and the European Union (TLECUEM), the chapter on Appellations of Origin and Geographical Indications plays a fundamental role.


We must note that it was not until 2018 that the protection of Geographical Indications was included in Mexico; although we have four geographical indications granted and five in process, we still could not formally assess the success obtained after obtaining the declaration of protection, since they were only granted in 2022.


However, Mexico has a long way to go in terms of Appellations of Origin. A clear example of success regarding the effective use of this type of figure is the Appellation of Origin Tequila. Tequila has been essential to position our country in the world and generates a sense of identity in Mexico like few other products. According to the Tequila Regulatory Council, exports of this beverage, in its different forms, continued with a growth trend between 2020 and 2022 despite the pandemic[2]. It has also been reported that the growth of Tequila in the field of spirits in the United States is going at a higher rate than other consolidated beverages.[3]


Currently, there are more than two thousand brands certified by the Tequila Regulatory Council to be used either in Tequila bottled in Mexico or abroad, and even for beverages containing said spirit. It is precisely in this last category, in the new trend in the field of spirits can be found. The so-called "hard seltzers" which are carbonated waters with low alcohol content, in this case, Tequila, is the product that has become popular among consumers and is entering new consumer niches.


But it is not only the Tequila Appellation of Origin that is expanding. Mexico has eighteen protected Appellations of Origin, and six constitute spirits: Tequila, Mezcal, Sotol, Bacanora, Charanda, and Raicilla. Some of these appellations or origins for spirits have followed the example of Tequila and have managed in recent years to position themselves as one of the most popular drinks in Mexico and in the world.


Such is the case of the Mezcal Appellation of Origin, which according to the Statistical Report presented by the main certifier, the Mexican Regulatory Council for the Quality of Mezcal, in 2022 the production of Mezcal increased by 3.2% and the packaging for export increased 7.2% compared to the year 2020[4], with the United States being the main destination, followed by European countries such as Spain, France, and England.


Today this spirit is part of the menus of the best restaurants in the world and the tendency for pairings accompanied by Mezcal has spread to different countries.


Under the same trend, we have another Mexican Appellation of Origin called Sotol. This distilled beverage derives from the Dasylirion plant, a kind of maguey that is produced in northern Mexico, and whose production also follows ancestral methods. The first authorization to use the Appellation of Origin was recently granted for a project with a worldwide scope, which is the beginning of what is seen as another success story for Mexican spirits protected under an Appellation of Origin.


The success of these Mexican spirits is due to distinct factors. In the first place, as already mentioned, it has become a global trend for consumers to opt for alcoholic beverages with certain quality and reputation standards, which are precisely granted by appellations of origin or geographical indications.


But we have also seen a tendency to preponderate the consumption of products made using traditional and artisan methods, which carry a novel identity and even constitute sustainable products that represent a balance between economic value, society, and the environment. It is the case that, about products protected under appellations of origin or geographical indications, local producers play a fundamental role and also ensure the conservation of their natural resources since in most cases it is precisely the source of the products, which today's consumer prevails at the time of purchase.


Additionally, it has been a trend in recent years that highly recognized artists, influencers, and celebrities have chosen to collaborate on projects that involve these alcoholic beverages that have the protection and reputation of an appellation of origin, and they even have their brands for this kind of product. And it is that the Mexican products Tequila, Mezcal, and Sotol protected under appellations of origin have the guarantee of being a quality product elaborated under the standards of the applicable official norm, which positions them in a better status than the rest of the products of their kind. For the above reasons, these alcoholic beverages have found wide acceptance among consumers, even leading them to be considered luxury products.


We, therefore, have that the correct use of industrial property figures, such as the Appellations of Origin and the Geographical Indication, accompanied by a solid trademark strategy, has resulted in successful products with worldwide recognition.


Perhaps in the coming years, we will continue to observe the positioning of Mezcal and Sotol as premium products, as has been the case with Tequila, and we would not discard that the wave will reach other appellations of origin and even new geographical indications so that they are part of this business model that has been built in such a way that it not only favors companies but also local producers in the country.


[1] http:// Geographical_Indications___a_European_treasure_worth__75_billion.pdf

[2] https://www.crt.org.mx/EstadisticasCRTweb/

[3]  https://cgastrategy.com/tequila-dominating-growth-in-the-spirits-sector-in-2022/

[4] http://INFORME-2022-_II_-SINTESIS.pdf