By Fernando Cano Treviño, European representative for the Consejo Regulador del Tequila
Imagining that they are encountering the authentic style of Tequila, the shopper is transported hundreds of miles from their property in Germany, or France, or the Uk – all the way to the agave fields of Mexico. It’s hardly surprising that the products turns into a enormous accomplishment.
But there is a dilemma. Despite what it states on the label, the solution does not have authentic Tequila, and it isn’t authorised to use the Tequila Geographical Indication (GI) by the Mexican Govt. As an alternative, it disrespects Tequila’s good identify by transforming this excellent drink into nothing at all additional than a industrial flavouring agent. Talk to your self: would this be honest?
It will take centuries, and a mix of very pleased tradition and great craftsmanship, for each individual region to develop the community merchandise that grow to be its essence. This one of a kind expression of put and local id unites all those who are element of it, and recognises and benefits their tricky function and ability. It also gives the shopper a assure of good quality and authenticity.
So, when a person violates the rules in purchase to exploit the popularity of a product or service recognised and secured by its GI or Denomination of Origin, it is additional than just an assault on the efforts of all the individuals concerned in upholding that product’s long heritage and tradition.
It is practically nothing less than an assault that threatens the complete regulatory framework of GIs and Appellations of Origin through Europe. Following all, if the precise function of this framework is to protect solutions from copycats and imitators, how can such a danger be permitted to go unchallenged?
There are far more than 300 secured GI names for spirit beverages in the British isles alone, from multi-billion dollar industries such as Scotch whisky and Cognac, to the proud tradition of nearby products and solutions like the grappas of Italy, the aquavits of the Nordics and the fruit liqueurs of central Europe. In the European Union as a entire, there are anything like 3,500 appellations of origin in overall. Their merged value? A whole of up to EUR75trn a calendar year.
In its easiest variety, a Denomination of Origin is a label that tells a shopper the place a solution will come from. But it is considerably a lot more than that: GIs give anyone in the provide chain – no issue how major or compact – a assure of that product’s precise origin and, in change, an exceptional id that will entice the purchaser. The contribution that these products make to the nearby industries that develop them is enormous, as is the recognition they present.
Such a violation of European Union laws does not just pose a chance to the technique of Appellations of Origin in Europe it also threatens the livelihoods of all the family members, farmers, producers and staff involved in generating the merchandise in the initially place.
What is additional, it is a strike against the really hard do the job of governments and regulatory authorities to be certain that GI and appellation principles of origin are complied with. Any assault on these types of a accredited product or service, wherever in the earth it will take place, is an assault on a extended chain of corporations, authorities and individuals concerned in the generation and defense of that product or service.
The GI security model adopted by Mexico and by a lot of other nations around the world all around the planet was motivated by and aims to emulate the design designed in the European Union. It has been a fantastic success in Mexico not only for Tequila, but for all of the 18 Denominations of Origin that now exist in the state.
For Tequila, it shields the livelihoods of far more than 70,000 households specifically included in Tequila generation, and a lot more than 20,000 farmers, delivering a big raise to the regional economy and tourism. In brief, Tequila has become one particular of the most crucial and emblematic goods in Mexico – but now that tricky-won standing is below danger.
Preserving and protecting the method of Protected Appellations of Origin and Geographical Indications is the elementary responsibility of all of all those included in the offer chain. By accomplishing so, they offer you a assure of the good quality, authenticity and origin of all GI goods, in the EU and over and above. They also allow for the customer to taste, discover and enjoy the tradition and custom – the essence, if you will – of a genuinely reliable community product or service.