Mexico: Tequila
"Liquid gold", or Tequila, has been part of Mexico's national heritage for more than 200 years. If you go to Mexico and order Tequila, you will often be handed a menu that resembles a wine list – with over 50 options to choose from. In Mexico, you will not be served Tequila mixed with frozen strawberries or lime juice.
30 years ago, Mexico took efforts to protect the authenticity of its Tequila. Mexico declared that only alcoholic beverages made with the Agave Azul plant, grown in the officially demarcated area within Mexico, and under special processes could be called "Tequila". The government established exact guidelines and production processes specific to grades of the liquor (silver, gold, aged). The Tequila Regulatory Council (TRC), El Consejo Regulador del Tequila A.C., was created as an independent agency authorized by the Mexican government to coordinate the quality assurance of Tequila in Mexico and serve as a certification organization.
Mexico then took "Tequila" internationally and gained appellation of origin protection under the WIPO Lisbon Agreement. This gave Mexico the exclusive use of the word "Tequila" throughout world markets and empowered Mexican producers to influence trade negotiations such as NAFTA and trade agreements with China and the E.U. Mexican government and producers keep their export income high and more secure by controlling production and supply.
