TTAB Won't Block 'Tequila' Certification Mark

Law360, New York (January 26, 2017, 8:15 PM EST) -- The Trademark Trial and Appeal Board issued a precedential ruling Monday allowing a Mexican industry group to register "Tequila" as a certification mark, rejecting an American spirits company that claimed the name was generic.

The group, Consejo Regulador del Tequila, has been pushing the trademark office since 2003 to register "Tequila" as the same kind of geographic certification mark as Parmigiano-Reggiano cheese, giving it the power to police the standards used by companies that sell tequila in the U.S.

But St. Louis-based distiller Luxco Inc. has spent years pushing back, arguing consumers view "tequila" as a generic term for a type...

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