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Mexican Lifestyles Food & Dining Suggestive Tequila Bottle Kicks Up A Storm
Mexican Lifestyles Food & Dining Suggestive Tequila Bottle Kicks Up A Storm | Suggestive Tequila Bottle Kicks Up A Storm |
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| Written by David Agren | |
| Saturday, 14 May 2005 | |
 'In the eye of the beholder. Is Tequila AsombrosoÕs bottle design offensive?' - Photo By CR Files But, according to Rick Gamarra, president of California Tequila, "Everything in that article is not true. "That entire article has got some serious problems." Gamarra's company bottles Tequila Asombroso in Tala, Jalisco, site of the recent forest fires, which shut down his plant for brief period. Tequila Asombroso's bottle, which is based on an old Italian decanter, features a fat, rounded base and a tall, cylindrical spout topped with a distinctive knob. A newspaper article about problems with the Mexican regulators over the unique bottle was news to Gamarra. "Everything's been on the up and up ... with the CRT," he explained. "The CRT has approved my bottle. They've known about my bottle for years." A bottle of Tequila Asombroso a–ejo costs 240 dollars and is only on sale in the United States -- although Gamarra plans to introduce the brand to Mexico in the near future. He said the fuss raised by the Publico article hurt because he educates his customers on the cultural importance of Tequila in Western Mexico and fully supports the strict denomination of origin laws. "It was disheartening," he said of the whole experience. Gamarra suspected a disgruntled competitor released the erroneous information. Fanny Hernandez, a spokeswoman for the CRT said, "There was no problem with the product from Tequila Asombroso. "There was absolutely no problem with the bottle's design." Attempts to reach CRT president Ramon Gonzalez for comment were unsuccessful. Eduardo Mendoza, a spokesman for the Instituto Mexicano de la Propiedad Industrial (IMPI), said Tequila Asombroso has not been denied a trademark and that its bottle design has not been registered with his organization. The CRT has previously cracked down on vendors with objectionable brand names; in 1999, it banned Tequila Cabron. Still, some vendors pitch their products with racy slogans and images. Tequila company Suaza pitches customers with the slogan: "More pure than you." In the liquor industry, suggestive brand names have also popped up on store shelves. Fat Bastard, a French wine, has achieved enormous popularity in North America. |
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