Trademark Trial and Appeal Board Electronic Filing System. http://estta.uspto.gov ESTTA Tracking number: ESTTA705404 Filing date: 10/29/2015 IN THE UNITED STATES PATENT AND TRADEMARK OFFICE BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD Proceeding 91190827 Party Plaintiff Luxco, Inc. Correspondence MICHAEL R ANNIS Address HUSCH BLACKWELL SANDERS LLP 190 CARONDELET PLAZA , STE 600 ST LOUIS, MO 63105 UNITED STATES [email protected], [email protected], [email protected], [email protected] Submission Testimony For Plaintiff Filer's Name Andrew R. Gilfoil Filer's e-mail [email protected] Signature /s/ Andrew R. Gilfoil Date 10/29/2015 Attachments PART_2_OF_4_-_Wilcox.PDF(5037163 bytes ) Exhibit 1 ｔｾｱｵｩｬ｡＠ Labels - Juarez/Jose Cuervo
Exhibit 2 Various tequila brand labels I I
Exhibit 3 Go Texan Logo Placement and Use Information
GO rrxAN. GOIDAN. GO TEXAN. GO TEXAH. GQ iEXAtl. GO TEXAtl. PU,S484 PMS 485 BI;d 4 Cdm '(dIu.'4 .g hv ＴＨｯ ﾷ ｯｲｾ ｆＮ･､＠ 4Ｈｾｲ＠ OrQo}14 gl-.,;' ｫｾｫ＠ LVII r"i..(;i ｾ ｜ ｾ ｬｴｉｬｦｊｊＮＯＮＨ ｨｬ［ Ｌ＠ n!fj.w ｾ｜ ｔａＮ ＭＱｨ＠ ｬ ｾ＠ ｈＢＧｾ ｬ＠ 1111111t!1.c,! f'( \miAO
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GO TEXAN LOGO REQUIREMENTS: The GO TEXAN logo can be used on product packaging and promotional materials, including brochures, Web sites, flyers, point-of-purchase items, catalogs, advertisements, etc., for any product that qualifies for membership under the GO TEXAN eligibility niles. Gift basket companies can use the logo on gift baskets complised of GO TEXAN products. Associate members can use the logo when promoting GO TEXAN member products. The logo is a registered certification mark and the design should not be altered in any way. The words "GO TEXAN" must always appear as part of the logo and the font must always be Futu:ra Condensed Extra Bold. Source: http://ww}l..agr.state.tx.us/gt!channeZ/render/items/O.121 8,1670_1712_0_1 707, OO.htinl Appendix A Print tequila advertisements were analyzed from a 10% systematic sampling of Rolling Stone magazine and Gentlemen's Quarterly (GQ) magazine for the years 2005-2009. From this sample, 20 tequila advertisements were examined. The analysis is discussed below, but ftrst the data collection procedure will be outlined. Two magazines were chosen because of they publish a high amount of alcohol advertisements: 1) Rolling Stone magazine (462 alcohol advertisements for the years 2005-2008) and GQ magazine (453 alcohol advertisements for the years 2005-2008). Two other magazines with high outputs of alcohol adveliisements include Playboy (395 ads for 2005-2008) and Sports Illustrated (425 ads for 2005-2008), however, they were not used for this analysis because Sports Illustrated alcohol adveliisements are primarily beer and vodka ads, and back-issues of Playboy were not ali accessible resource. Rolling Stone is a bi-monthly publication. Therefore, it produces rougbly 26 issues each year (not including special installments). Over ftve years, Rolling Stone published about 130 issues. GQ is a montbly publication. So, it produces 12 issues a year and over ftve years, this comes to 60 issues. Using the "issue" as a unit of analysis for the content analysis, there are 190 units for the population universe. With the goal of acquiring a 10% sample of the universe, 20 issues were selected for analysis. Using a systematic sampling method (with k = 13 from a random number table), 20 issues of the 190 data points were selected for analysis. Four of these 20 issues were from GQ (January 2006; Febmmy 2007; March 2008; April 2009) and the other 16 were taken from Rolling Stone"(Febr:ualY, June, August and December end-of-month issues for 2005, 2006, and 2007 and Jlme and December end-of-month issues for 2008 and 2009). This 10% sampling only yielded three tequila advertisements. Thei"efore, a purposive sample was subsequently generated by looking tln'ough issues that were sun-ounding the dates selected, and a few random issues were assessed as well. From all of this, 20 tequila advertisements were found. Their summalY is in Figure 1 of this Appendix. " Thllieen of the 20 ads were for the tequila brand Patron. The ads varied slightly from issue to issue in telIDS of copy, but they had a consistent fonnat, and the only place on these ads that indicated that this product was "Made in Mexico" was the phrase "Hecho en Mexico" on the product label in the ad. The font for this phrase is very small and discrete. Consumers reading these ads would not be inclined to remember this phrase after being exposed to the advertisement. Four ofthe 20 ads were for the tequila brand Jose Cuervo. Much like the Patron ads, the phrase "Hecho en Mexico" appears only on the product label advertised. On only one ad, the last Jose Cuervo ad in Figure 1 (Rolling Stone 91612007), one can see that the "Hecho en Mexico" phrase also appears underneath the logo, and it is in a much larger font. For this advertisement only, the phrase "Made in Mexico" is a part ofthe adveliisement, not the label. Two of the 20 ads were for fue tequila brand Don Julio. The first ad in Figure 1 (GQ September 2005) has an implied "Made in Mexico" image, and but does not explicitly state this phrase in any form in the ad. The second Don Julio ad (GQ J anualY 2007) communicates information that Don Julio is a product of Mexico three tinles throughout the ad copy: 1). "The hue flavor of Mexico isn'tfound in a toul'ist book" 2). "There's a Mexico where craftsmanship and passion come together to create Mexico's No.l ultra-premium teqUila." 3). "Taste the Mexico you don't know." One of the 20 advertisements is for the tequila brand Cabo Uno. In velY small print, the advertisement says the product is imported, but does not state from which country. Figure 1 - Summary of Advertisements Ad Magazine Publication Page Brand # Date # 1 GQ 9/2005 299 Don Julio 2 GQ 112006 33 Anejo Patron 3 GQ 1/2007 43 Don Juilio 4 GQ 3/2007 189 Jose Cuervo 5 GQ 6/2009 63 Silver Patron 6 Rolling 5/18/2006 79 Silver Patron Stone 7 Rolling 6/15/2006 1-2 Silver Patron Stone 8 Rolling 7/1212007 71 Jose Cuervo Stone 9 Rolling 7/12/2'007 99 Cabo Uno Stone 10 Rolling 7/1 212007 132 Silver Patron Stone 11 Rolling 8/912007 25 Jose Cuervo Stone 12 Rolling 8/23/20'07 85 Silver Patron Stone 13 Rolling 9/612007 82 Jose. Cuervo Stone 14 Rolling 9/2012007 107 Silver Patron Stone 15 Rolling 5/112008 61 Silver Patron Stone 16 Rolling 5/15/2008 49 Silver Patron Stone
17 ,Rolling 611 2/2008 , ' 65 Silver Patron -.," "." f7- i Ｚ［Ｚｾ ｾＮ＠ ｾ ｾｾ＠ .ＮＮＺ ｾ＠ .. ::": ..:" , -,' Stone' ..
18 Rolling 8/6/2009 31 Silver Patron Stone
19 Rolling 9/3/2009 29 Silver Patr6n Stone
20 Rolling 911 712009 116 Silver Patron Stone Tequila Advertisements
A LASOR OF LOVE " ' • • ' " • _ r A UNIQUE: 1:t.II-'IATE: AND RICH VOLCANI C S OIL PRDVIOl! PE"AF'ECT CONDITIO NS "OR BROWING THE: SUCCULENT IiH. Ut: A l:iAVE U SED EXCLUS iveLY ｆｏｾ＠ TcQuit.A riciN JULIO; ' . AFTER s p e;NDINe ClETW£EN SE;VI!N A ND TEN YI!,.,flS MATURING, ONLY THE: P I!:R F-ECTLY ' AlP!:: . P LANTS ARE HANO-PII:KI!'O FOR P,,"OOUCT10N. · ".... . I-tATU RING THE. PLANTS THIS ,:-ONG EN!5URi;:S T£:QUIL.A DON Ｎｊｾｌｬｏ＠ ｉｾ＠ U,,",U:',UA,Lt.V: ｳｷ｣ｾＮ＠
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ｒｕｾｬ＠ NOW COMES ＱＱＱｾＧｕｄｅ ｾ＠ I • , - . UCING NEWJOS E· CUERVO FLAVOR EDTE QUILAS. se lection of smooth. premium tequilas bl ended with natu ra:1or an ge, lime and tropical It's are freshing newtw ist on your favorite shot or cocktail. lilt . . , I res ponsibly. GET YOUR FLAVOR 011 ａｔｃｕｅｒｖｏＮｃｏｾＧ＠ VIVE\lI.!t cru 0
(GQ, March 2007, p, 189) 5.
SOME PERFECTlON IS DEBATABLE.
SOME IS NOT. Made by hand from 100'/0 blue agave. Tile world's #1 ultra-premium tequila.
SIMPLY PERFECT. simpl\'perfect,com
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(Rolling Stone, June 15,2006, p. 1-2) 8.
(RoIling Stone, July 12,2007, p. 71) • I '
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(Rolling Stone, July 12, 2007, po 99) 10. 1968 1969 1970 1971
SOME PERFECTION IS DEBATABLE.
SOME IS NOT.· Made by hand from 100% blue agave. The world's #1 ultra-premium tequila.
SIMPLY PRRFECf. si mplyp erfect. cort:J
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SOME PERFECTION IS DEBATABLE.
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SIMPLY PERFECT. simplyperfect.com
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SOME PERFECTION IS DEBATABLE.
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(Rolling Stone, May 1,2008, p. 61) 16.
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SOME PERFECTION IS DEBATABLE.
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SIMPLY PERFECT. simplyperrect.c·ol1l
(Rolling Stone, May 15,2008, p. 49) , I
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SOME PERFECTlON IS DEBATABLE.
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SIMPLY PERFEct. simpryp er(ect.com
(Rolling Stone, June 12, 2008, p. 65) 18.
GET YOUR SONEi GET YOUR saNti GET YOUR SONG ON Tfffi RADIO IN ill 4 SOME PERFECTION IS DEBATABLE. SQME IS NOT. Made by hand from 100% blue agave. The world's #1 ultra-premium tequila. SIMPLY,PERFECT. (Rolling Stone, August 6, 2009, p. 31) 19. STUDIO ACOUSTICS SHOWERACOUsncs SOME PERFECTION IS DEBATABLE_ SOME IS NOT. Made by hand from 100% blue ag"ve. The worlds #1 ultra-premium tequila. SIMPLY PERFECT. ﾷ ｳｩｭｰｬｹｰ ｾｲｦ ･｣ｴＮ｣ｯｭ＠ .'4 , -' (Rolling Stone, September 3, 2009, p. 29) THE.oiUGINAL THE TRIBUTE ALBUM . ALBUM SOME PERFECTION IS DEBATABLE. :J.=-. SOME IS NOT. Made by hand fram 100%. blue a gave. ｔｾ･ｷｯｲｲ､Ｇｳ＠ #1 ultra-premium tequila. (Rolling Stone, September 17, 2009, p. 116) Tequila - Wikipedia, the free encyclopedia 11/17/2014 Create aCXXlunl Log In ___ _ , ______. ______Ｇ ｾ､＠ ｅ､ｩｴ｜ＮｬｩｩＮｷｨｩｾＡｏｉＩＧ＠ ｾ ｉ Ｇ］ｳ ］ ･ ］ｭ］ ＮＮＬ｣ ］ ｨ ］］］］］］］］ ］Ｇ＠ WIKIPEDIA Tequila ｊｨｾ＠ ｆｲ ｣ｾ＠ ------LUc)rlopcdin From Wikipedia, lhe free encyclopedia ､Ｚ ｾ Ｎ｟Ｎ ｾ･ ｟ＭＬＬ｟＠ ',;'"',, ., ;t; This article is about Ihe alcoholic beverage. For olher uses, see Tequila (disambiguation). Tequila (Spanish pronunciaUon: (Ie'llila]) Is a regional speclnc name for a d islilled beverage made · FeaWred ｯｯｮｾｴ＠ ｩＡｾｾｩｾ｜［＠ from the blue agave plant, primarily In Ihe area surrounding the city of Tequila, 65 km (40 mil ＭＺＺ ｾｾｾＺｪ ｴ ｻＭ !!"f nortl",,,st of Guadalajara, and ｩｾｩｨ･＠ highlands (Los Alios) oHhe north "'"slern Mexican state ＧＬＺ ｾｾ ｾ ｢ｊｗｾ ･ｦ､ｩ ｾ＠ ＺｾＭ［＠ of Jalisco. A!lhough tequila is a kind of mezcal, modern lequlla dilfers somev.llal in Ihe melhod · ｗｾｾ ｾ ｾｩ｡＠ ｾ ｐ＠ 1 • of ils production, In Ihe use of only blue agave plants, as well as in its regional specificity_ (n!eraetion ':: The r,ed volcanic 5011 in the Sllirounding region is parti'cularly ",,,II suiled to Ihe 9rOl';ng of the , Help blue agave, and more Ihan 300 million of the plan Is are harvested there each year .Ill Agave , PbOlJIWldpedia tequila 'gro",; differently depending on Ihe region. Blue agaves gro"," In tlle highlands region : I Communitypor1a1 . Recent Chanties are larger In size and s""eter In aroma and taste, Agaves harvesled in the 10vAands, on the · yi Contactpage ': other hand l have a more herbaceous fragrance and f1avorpJ ｾｾ ｉ ｓ＠ - ｾＧ Ｎ＠ Mexican lav,s slate Ihat tequila can be produced on ly In the stale of Jalisco' and llmiled regions , Wlal links here in Ihe slales of Guanajualo, Michoadln, Nayaril, and Tamaulipas,[3) The United Slates officially ｒ ･ ｬ ｾ ｬ･､＠ cha"ges recognizes Ihilt spirils called "tequila" can only be produced In Mexico, although by agreement ｾＧ＠ :: Upload file bulk amounls can be 'shipped to be boilled in Ihe U.S.l4) i Ｎｩｾ ｓｰＧ･､｡ ｬ＠ ｾ｡ｧ･ｓ ｾ＠ -, Pennanentlink , -' , . Tequila is most often made at a ＳＸｾＰＥ＠ alcohol content (76--80 proof), but can be produced Ｚ｛Ｑｾ ｾｧﾷ ｉ ｾﾥＺＮｾ｡ ｾ＿ｲ ﾷＭＺＢﾷ＠ bel ...en 31 and 55% aloohol content (62 and 110 proof).tSJ ' - :{. e.:{ . . .. ｉｾＺ Ｇ ｾ＠ Ｇ ｾｾＬＬｾ Ａ Ｒ［ｴ＠ qiaQglng cllmale ｉＺ［ｾｲＺＢ＠ I Deu\Sch. Ｇｩｬ ｾ Ｎｴｩｾ［ＢｾＬＬ＠ " Ees6 I :j ｾ＠ ｅﾻｉｴｾ ｾ｣ｩ ＧｬＺ＠ " ' 1· Ｌ ＡＬＺＬｰ｡ｦｩｾ ［ＺＮ＠ History [edit] Esperanto,' ｾｙＵｾ Ｌ ｾ Ｇｬ｜＠ Tequila was firsl produced in the 16th cen tury near the locallon of the city of Tequila, ",hlth was nol ｾｦ ＬＬﾷＺ＠ ［Ａｾ＠ officially established unlil 1666. The Aziec people had previously made a ferrrenied beverage from the F",O)SkI agave planl, long before Ihe Spanish arrived in t521. Vlihen the Spanish conquistadors ran out of their ｆｾｾｾｬｳ＠ 01Ml brandy, Ihey began to distill agave to produce one of North America's first indigenous dislilled cl;ie'go spirits,!6J ｾｾｏｬ＠ Some 80 years laler, around 1600, Don Pedro Sanchez de Tagle. the Marquis of Altamira, began ｉ ｾ ［Ｇ＠ '" ｾｾｫｬ＠ mass-producing tequila at the first faclory In the lerritory ,of modern-day Jalisoo, By 160B, Ihe colonial Bahasa Indonesia governor of Nueva Galicia had begun' to lax his products, Spain's King Carlos IV granled th e Cuervo :1 Islensl<.a " family Ihe first license to commercially make tequila , .! 'I Italiano 1 /",,,,, )1, The style of lequila popular today was first mass-produced in the early 191h centu ry in Guadalajara, ;. ｲ ｾ｣Ａｾｇ＠ "iY MeJdco.[cilalion neede Ｌ Ｌ ｾＺ＠ Ｑ ｾｾｬｘｩｾ ｾ ｾＧ＠ ＩＺＺｾｾ＠ ｬｾ＠ Although some teqUilas Ilave remained 8S fa mily-o'Mled brands, most ",.,II-kno"," tequila brands http ://en.VJikipedia.orgjwiki/Tequila 1/5 ."Te",g",u·",llo,---,W",i",ki",pe"d",i,"-;II1=e",fr",ee"-".en",c,,-Yc"'Io"'p"'e"'di".a ____ .. __. _. _____ ..______"'11"'/"'17"'/2"'°,,124 are o\M1ed by large multinational corporations. However, over 100 disti lleries rnake over 900 brands of tequila in Mexico and over 2,000 brand names have been registered (2009 statistics). Due to this, each bottle of tequila contains a se rial number (NOM) depicting in Ｇｾｬｬ｣ｨ＠ disUliery the teq uila was produced. Because only so many distilleries .are used, multipte brands of tequila come from the same lacation.l9J The Tequila Reg ulatory Council of Meldco originally did not permit fl avored tequila 10 carry the tequila name.l11] In 2004, the ｃｯ ｵ ｮ ｣ ｾ＠ decided to allownavored tequila to be called tequila, '.M th the exception of pure agave tequila ,[clerificaffon nee:i>oI IAlllch still could not be flavored .lt1] A one-liter bailie of limited·edition premium tequi la was sold for $225,000 in July 2006 in Tequila, Jaffsca, by the company Tequila Ley ,925. The bottle v.llich contained the tequila was a twc-kilo display of platinum and gold. The manufacturer rece ived a certificate from The Guinness World Records for the most expensive bottle of spirit ever sold.l12j In 2008, Mexican scienlists discovered a method to produce tiny, nanometer-sized synthetic diamonds from aO-proof (40% alcohol) teq uila, IAhieh has the optimal range of IM3ter to ethanol for producing synthetic diamonds. This process involves ｨ･ ｡ ｾｮｧ＠ th e tequila to over 800 'C (1,400 ' F) to break Its molecular struclure and be vaporized Inlo gaseous hydrogen, carbon, and various silT'j)le molecules. The carbon molecules are then settled upon steel or silicon trays to form a thin and pu re uniform layer.ll3j EWemely cheap to produce and fa r too small for jewels, the results are hoped to haye numerous cOlllmercial and industrial applications SUc;h as in compu ter chips or cutting ｩ ｮｳｴｲｵｭｾｮｴｳＮＮｲ ＱＴ｝ＱＱＵ｝ ﾷ＠ 2006 Teq uila Trade Agreement [edit] In 2003, Mexico Issued a proposal thai "'lUld require all Mexican-made teq uila be bottled in Me,;co before being exporled to olher coun tries.l16j The Meldcan government said that bottling tequila In Mexico \\ould guarantee its quality.l16j Liquor companies in the Uoited States said Me xico just wa nted to create bottling jobs in their own country, 11 6j and also claimed Ihis rule ",ould violate international trade agreements and ''''3S In discord wth usual exporting practices IAorldv.ide.l171 Tha proposal mighl have resulted in lhe loss of jobs at plants in California, Arlmnsas, Missouri, and Kentucky, because MelolCi' n tequila exported In bulk to the Uoited Stales Is bottled In those planls.[I71 On January 17, 2006, the ｕｯｾ ･ ､＠ Stales and Meldco signed an agreemeni aliolAlng th e continued bulk Import of tequila into tha lklJted Stales.fI71l t8J1I!lj The agreement also crealed a "tequila bolliers registry" to identify approved bottlers of tequila and created an agency to monitor )he regislryJ17j Ii I NOM [edit] ' " ; The Norma Oficial Mexicana (NOM) applies to all processes and aclivilles related to the supply of agave, produclion, bottling, marketing, information, and business praclices linked to the distilled alcoholic beverage knO\M1 as teqUila. Tequila must be produced using agave of the species Tequilana Weber Blue variety, gro1M1 in the federal states and municipalities indicated in the Declaration. Furthermore, the NOM eslablishes Ihe lechnlcal speclflcallons and legal requirements for the protection of the AppeUatlo n of Origin of "Tequila" in accordance Viith the currenf'General Declaration of Proteclion of Ihe Appellation of Origin of "Tequila", the Law, the Industrial Property Law, the. j.{ " Federal Consumer Protecllon Lawand other relaled legal provisionsJSJ ',; ＮＺｾ＠ , .... All authentic, regulated tequilas ,,,II have a NOM identifier on the bolUe. The important lav",.since t 990 \MOre ｎｏｊｶｬＮｏｃＶＭｓｃｆｾ ﾷ Ｑ ＹＹＳＬ＠ ti,e later update : Ｎｾ Ｎ ｟＠ ' _'J NOM-00G-SCFI-1994, and Ihe most recent revision in late 2005, NOM-006-SCF I-2005. The number after NOM Is the distillery number, assigned by the governmen t. NOM does not indicate the loca tion of the distillery, merely the parent company or, In the case IAhere a company !eases space in a plant, the physical plant IAllere the tequila was manufactured. TMA [edit] For more detail on TMA, see Aga"" tequilana TMA (lrisieza'y muerle de agave) blight has reduced th e production of U,e agave grown to produce tequila . This has resulled In 10l.\er producllon and higher prices throughout the ea rly 21 sl century, and due to the long maturation of the pl ant, ....ill likely continue \0 affect prices for yea rs to come. lAl] Production [edt] ｾｾｾｾｾｾｾＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭＭ Planting, tending, and halvesting the agave plant remains a manual effort, largely unchanged by modern Farm machinery and relying on cenluries-old kn ow· how. The men v.llo harvest ｾＬ＠ the Jimadores [ldrna'Oores], have inlimate ImolMedge of how the plan.ts should be cultiv.ated,.passed > :;11 dO\\l1 from generation to generationJ2l] '! ! ｾ＠ :. By regularly trimming any quiotes ['kjotes] (a several-meter high slalk th at grO\\5 from Ihe :I t : !: , center of Ihe plant), th e jimadores prevent the agave from flowering and dying early, allowng it to fully ripen. The jim.dores mus t be abte 10 tell W)en ea.ch plant Is ready to be harvested, and using a special knife called a coa (,,;th a circular blade on a long pole), ca refully cut away the leaves from the pilla (the succulent core of the plant). ff harvested too lale or 100 early, Ihe pifles, wlich can average'around 70 kg (1 50 Ib) In Ihe lov.lands to 110 kg (240 Ib) in the highlands,[22! "m not have the right amount of carbohydrates for fermentation.l231 Afte r harvesting, the pinss [' pipas] are transported to ovens where they are slovJy baked to break do"," their comptex starches into simple sugars. Then, the baked pinas ere either shredded or mashed under a iarge stone v.lleel called a tshona [ta'ona]. Th e pu lp fiber, or bagazo ｛ ｾ｡Ｇｹ｡ｳｯ｝Ｌ＠ left behind is often reused as compost or animal feed, but can even be burnl as fuel or processed inlo Peper. Some prQdu cers like to add a small amount of bagazo back into their fermentation tanks for a stronger agave flavor in the fin al product.124j The extracted agave Juice is Ihen poured Into eilher large wooden or stainless steel vats for several days to ferment, resulllng in a Io\Ort, or maslo ['mOsto], '.Mth low alcoho l content.[25] This wort is then distilled once to produce what is called "ordinaria [orOl' nario], and then a second time to produce clea r "silver" tequila. A few ｰｲｯ､ｵ｣･ｲ ｳ｛ ｉＺｨＺ＾ ｾ＠ distill the product a third time, but several ｣｡ ｮ ｮｯｬｳｳ･ｵｲｳ｛ｬｉｨｯｾ｣ｯ ｮ ｳｩ､･ｲ＠ this third distillation a mstake because it removes too much flavor from th e tequila .l2ilj From there, th e tequila is either bottled as silver tequila, at it ｩｾ＠ pumped into \MJoden barrels to age, w)ere it develops a mellOWer flavor.and amber colo r.lZ7J Usually, the differences in ta ste between tequila made from 10v,·land and highland agave plants is noticeable. Planls gro\\" in the highlands often yield ",eeter and fruitier-tasting tequila, while lo\\land agaves give the tequila an earthier fiavor.l28] http://en.wikipedi•. org/wiki/fequilo 2/5 ",Te"g",u",ila,---,V",II",kl",pe"d",ia,,-,th=e..cfre=e.>oen"'cy"'c"'Io"'p"'ed"'i"-a ______._ ___ .______. ______-=1"'1/"'1,,71"'20"'1"'4 Changing climate [edit] According to an interview",Hh local growers, climate change may be degrading the qualily of agave in tequla's traditional gro\Mng areas. "The summer gets hotter and hotter every year. Traditionally for the blue agave, it look eight to 10 years to grow and mature. And now we are looking at the agaves maturing 5, 6, 7-years-old. less sugar content because the plant is forced to grow and malure faster. And everybody's talking aboUI ii- Ca/en/amlento global- globat warming.'o[29] ' I Types [edit] The t\\O basic categories of tequila are mlxtos and ·IOO% .agave. MMos use no less than 51% agave, wlh other sugars making up the remainder. Mix/os use both glucose and fruclose sugars. Te.quita is usually bollled In one of five categories:191 • Blanco ['btaQko] ('\\l,ite") or plata ['plata] ("silver"): \illIte spirit, unaged and bottled or stored immediately after distillation, or aged less than t\\O rnonlhs In stainless steel or neutral oak barrels Javel) ('xo/len] (''young'') or oro ['oro] ("gold"): unaged silver tequila that may be flavored \\;th caramel coloring, oak extract, glycerin, or sugar- based syrup. Could also be the result of blending silver tequila wth aged andlor extra-aged tequila. • Repasada [repo'saao] ("rested"): aged a minimum of tv", monlhs, bulless ti,an a year in oak barrels of any size • Niejo [a'pexo] ("aged" or "vinlage"): aged a minimum of one year, but less than three years In small oak barrels • Extra Afie)o ("extra aged" or "ultra aged"): aged a minimum of tl1ree years in oak barrels, this category was established in March 2006, With 100% agave lequila, blanco or plata Is harsher wth the bold flavors of lhe distilled agave up front, "hile ,epasado and anejo are smoother, subtler, and more complex. As ｜ｾｴｨ＠ other spirits aged in casks, lequila takes on the flavors of the "ood, \Illile the harshness of the alcohol mellow>. The major navor distinction ,,;th 100% agave tequila Is the base Ingredient, \\!ll.ch Is more vegatal than grain spirits (and often more complex). ［Ｚ［［［ｾｾｾｾｾｾ［［［ｾｾ［［［［ＭＭｒＭ･ＭｰＭｯＭｳ｡Ｍ､Ｍ［Ｍ［ＬＬＭ｡ ＭＧ ｹ Ｍ ｢ Ｍ･Ｍ ｲ Ｍ ･ＭｳｴＭ･Ｍ､ＭｩｮＭｯＭ｡ＭｫＭ｢ ＭＧ ｡ＭｲＭ ｲ ･ＭｬｳＭｯ Ｍｲ Ｍ｣Ｍ｡ＭｳＭｫｳＭ｡ｓＭｬ｡ＭｲｧＭ･ Ｍ ｡ＭｓＭＲＭＰＭＬＰＭＭＰＭＰＭ ｉＭｩｬＭｲＮ ＭｓＭＨＭＵ Ｌ ＭＲＭＸＭＰＭｧＭ｡ ｬＭｉｏＭｮＭｓ ＭＩＬＭ ｡ＭＱｉＰＭＢＬＭＧ Ｍｮ ｧＭ ［ Ｇｯｲ＠ richer and mora comple.flavors. The preferred oak comes from Ihe US, France, or Canada, and is usually .Alile oak. Some companies char the \\ood to impart a smoky flavor, or use barrels previously used \..nth different kinds of alcohol (e;g. v.hiskey or \Vone). Some reposadas can also be aged in newv,ood barrels to achieve the same woody flavor and smoothness, but in less time.l30] Afiejos are often rested in barrels previously used to rest repasadas. The barrels cannot be more lhan 600 Iilers (158 gallons), and most are in Ihe 200-liler (52-gallon) range. Many of the barrels used are rrom vA,iskey distilleries in the US or Canada, and Jack Daniels barrels are especially popular.[27] This treatment creates many of the aspects of th e dark color and more complex flavors onhe afiejo teqUila. After aging of at least one year, Iha afie}o can ba removed from the \lOod barrels and plated In slain less steel tanks 10 reduce the armunt of evaporation that can occur in lhe barrels.l30] "Tequila worm" misconception [edit] II is a convnon misconceplion that some lequilas contain a 'mrm' In the bOttie. Only certain mezcals, usually from the slate of Oaxaca, are ever sold can gusano (wth ",,,rm), and that only began as a marketing g.immick in the 1940s. The \Illrm is actually the larval form of Ihe moth Hypopta agaws, ,\!lich lives on the agave plant. :'i, Finding one in the plant during processing indicates an infestation and, correspondingly, a lower-quality product. How"ver, this misconception continues, despite effort and marketing to represent tequila as a premium Iiquor--slmilar to the way Cognac is vle'Mld In relation to other brandies.]31]132J Brands [eart] Main article: List of tequilas The Conseja Regulador del Tequila (Tequila Regulalory Council) reported 1377 re£l istered brands from 150 producers forlhe year 2013.1331 Ways to drink [edit] See also: List of cocletails v.ith tequila In Mexico, the most traditional "By 10 drinl' tequila is neat, v.lhoullime and salt. Ills popular in some regions to drink fine tequila 1.I.1lh a side of sangrita-a sweet, sour, and spicy drink typically made from orange juice, grenadine (or tomato Juice), and hoi chill'es. Equal-sized shols of teqUila and sangrita are sipped alternately, wll10ut salt or lill1e.l34] Anolher popular drink in Meldco is the bandera (flag, in Spanish), named after the Flag of Mexico, il consists of three shot glasses, filled "'ith lime juice (for the green), v,nile tequila, ,if and sangrita (for the red). I, '" Outside Mexico, a single shot of tequila is often served wth salt and a slice of lime. This Is called tequila cruda and Is sometimes referred to as -training ｜Ｎ｜ｯｨ･･ｬｳｾ Ｌ＠ "lIck-slp:suck", or "lick-shoat-suck" (referring to the way In v.l1ich Ihe combination of Ingredients is imbibed). The drinkers moislen Ihe back of Iheir hands below the index finger (usually by licking) and pour on the salt. Then the salt is licked off the hand, the tequila is drunk, and th e fniit slice is quickly bitten. Groups of drinkers often do this simultaneously. Drinking tequila in this way Is often erroneously called a Tequila Slammer,l35J \<.hich Is in fact a mix of tequila and carbonated , ,: drink. Though the traditional Me»can shot is tequila by itself, li me is the fruit of choice v..hen a chaser mu st be used.l36J The sali Is believed 10 lessen ttie "burn" of the teqUila and tI,e sour fruit balances and enhances the fl avor. In Germany and some othe r counlries. tequila oro (gold) is often consumed \o\ilh cinnamon on a slice of orange after, \Allile tequila blanco (vAlite) is consumed wlh salt and lime. Finally, as "ith other popular liquors, a number of shol-relaled drinking games and "stunl" drinks are used, such as body shots. If the botlle of tequila does not stale on the label that It is manufactured from 100% blue agave (no sugars added), then, by default, that tequila is a mixto (manufaclured from 51% biue ｡ｾ｡ｶ･Ｉ＠ •..S_ ol))e.teQuila _ ｾ＠ __ " ., _ _ｾ ｟］Ｍ｟ＭＮｾ Ｎ Ｍｾ Ｍ Ｂ ｾ＠ .. ｾ｟ＮｾＬＭ http://en.vJikipedia.org/wiki{fequila 3/5 ｾｔｨｾｧｾｵｩｾｬ｡ｾＭｾｗｾｩｾｾｾｰ ･ｾ､ｾｩ｡ｾＬ ｴｬｾｬｾ･ｾｲｲｾ ･･ｾ･ｾ ｮｾｾｾ｣ｾ ｉ ｯｾｰｾ･､ｾｩ｡ｾ＠ ______ｾＱ Ｑ Ｏｾｑｊｩ＠ distilleries label lheir tequila. as "rl1ade v.Hh blue ｡ｧ｡ｶ･ｾ＠ or "nlade from blue agave ," Hov.ever, the Tequila Regulatory Council has stated on ly tequilas dislilled l";lh 100% agave can be designated as "100% agave".!3?] Some distillers of lower-quality tequila have markel ed their product to be served "ice-cold chilled" vklen used as a shot. Chilling any alcohol can be used io reduce Ihe smell or flavors assoclaled win a 10VRr-quallly product. Any alcoho lic product, vklen served as a chilled sllOt, may be more palalable to Ihe consumer. Many of Ihe higher-quality, 100% agave tequilas do not impart significant alcohol burn,fCiIaUoofl€l and drinking Ihemv.Hh salt ｡ ｾ ､＠ lime is likely 10 remove much of the flavor. These tequilas are usually sipp ed from a imiNer glass rather than a shot glass, and savoured instead of quickly guiped. Doing so allow5 the laster to detect subtler fragrances and flavors Ihal "ould otnervAse be missed.f38j Tequila glasses [edit] When served neat (v.ithou t any additional ingredients), lequlla is most often served in a narrow shot glass calied a caballito (little horse, in Spanlsh),[39) bu l can often be found in anything'from a sriifter to a tu mbler. The Consejo Regu lador del Tequila approved an "official tequila glass' in 2002 called th e Ouverture Tequila glass, made by Riedel.l40j The margarita glass, frequently ri'mmed \Mth salt or suga r, is a slaple for the en lire genre oflequila mixed drinks, including' the margarita. Cock tails [edit] A variely of coch1ails are made \Mth leq uila, including the margarita, a cocklail tha t helped make tequila popular In Ihe United States. The traditional margarita uses tequila, Cointreau, and lime juice,l41j though many variations exisl. Most popular In Meltico Is a drink called the Paloma. Also, a number of martini variants involve tequila, as ""II as a large number of tequila drinks made by adding a fruit juice. These include the Tequila Sunrise and the Matador. ·Sodas and other ca rbonated drinks are a commo n mixer, as in the Tequila Slammer. See also [edit] Ｎ Ｌ［ｾ＠ Beerln Meltico "I ',:, : Mexican cuisine " ｾ ＺＭ［､ Ｇ＠ Mexican wne • Mezeel • Pulque References [ediU 1. A Ian Chadv.ick. "In Search of tlla Blue Aga\e: Jaiisco Slate" • lanchach.';ck.cqm. RetnC\ed 2011).12-25. 2. A Jacinto, Rodolfo. "l-kJw Is Tequila Made' . Tequilaknight.com Retrie.ed 2011-ffi.19. 3, A "Geography: tlla TemtOf}' of tlla Appellation of Dign. orTOO' • O:insejo Regulador del Tequila 26 June 2000. Rebie\ed 25 May 2012. 4. A 'Trcd€ In Tequila Agreement" 5. A' b "Official Mexican Standard [or Tequila" • 6. A Chadv.ick, Ian Ｈ ＲＰＰＴｾ＠ ' In Search of lila Blue Aga"': H stc>y and CUlture" 7, A Anthony Dias Blue (2004). The Complete Book of Spirits • HarperCoIlins. p. 112. B. A "BIl>,.n-Fonman Completes Gasa Herradura Acquisition for $776 Million (B""""Fonman In'ss release)" . Brov.n-Fetman Cor]xJralion. 2006. 9, A abc Ramo, Miguel Aguilar - EI Director General de Normas (2006). "NORMA OFIClAL ME>lCANA NCJM-()();>.SCfI-2005, BEBIDAS AlCOHOJCAS- TEOUILA-ESPEOFICACIONES." Jl (PDF). 10. A "Fortune Brands: 0Jr Brands" . Fortune Brands. 2005. 11. ". b Arias, Guillenmo. Tequila slruggles to define ilself in [,,'Iexico . Associated Press. USA Today. 2004-11-2& 12. A "Bottle of Tequila Sold for $225,000". Associated Press Online. July 23, 2006. 13. A lyga, Usa (2008-1HJ7). "Scientists Tum Tequila into Di8l1Onds" . physorgcom. 14. A Morsooch, Greg (2008-11-12). "Diamonds pOOuced from tequila" . BBCNCMS. 15. A Jilwlram, Jaya (2008-1 1-10). "Oeating DiarTlCJ1ds finm Tequila" . Popular Science. Retrieled 2OQ8.11-15. 16. A' b c Tequila Sparks U.S.-Mexico Flap • Associated Press. CBS New.;. ＲＰＰＳＭＰｾＲＵＮ＠ 17... b ed Sail, tequila, trade agreemenl . MSIVBC NeVoS SeIVices. MSNBC. 20Q6.01-17. lB. A Vile Marga';lal US, Mexico Ink New Tequila Agreement . CaITmde RepOlt. 2006-01-23. 19. A Agreement Setwaen the Office of tlla Uniled Stales Trade Represenlali", and the Secretaria de ECCt10mia 01 the Uniled Mexican States on Trcd€ in Tequila [)j (PdQ. 2006-01-17. 20. A a,adv.ick, Ian (2004). "In Search of tlla Blue Agao,e: Industry New.; & Infrnnatioo" . 21. A Ian Chadv.ick (May 2011). "CUllhation & Ag ri cullure" . In Search of/he Blue Agale. Relrie\ed 20 May 2012. 22. A Ian Chadv.ick (May 201 1). 'Aga",: More tllan just tequila" • In Search olthe Blue Agava Retrlel.ed 20 May 2012. 23. A Ian Chaoock (May 2011). "HaMSling Aga", for Tequila" . In Sealcl} of/he Blue Agave, Relrieled 20 May 2012 24. A Ian Chadv'ck (May 2011). "Cooking & Milling the Agaw Heads" . In Searr;h of the Blue Agevr;, Retri8led 20 May 2012. 25. A Ian Chadl";ck (May 2011 ). "FennenlaJion" • In Search of the Blue Agave. Retrieled 20 May 2012. 2a A Ian Chadvi.ck (May 2011). "Tequila astinalion" . In Search of the Blue Agave. Retrle\ed 20 May 2012 27 . ., b Ian Chadv.ick (May 201 1). "HcmTequila is Aged & Bottled" . In Search of (he Blue Agave. Retri8led2O May 2012 28. A Judy H8Irdejs (1 May 2011). 'Tequila's terroir. I-IghJand and l(l'.Iland lequilas hale dislinct fl8\ors" . Chicago Tribune. Retneled 20 May 2012. 29. A Kitchen Sisters (June 24, 2014). 'Tequila Nation: Mexico R..ockoos \"'th " 5 O:1mpiicaled Spiri t" . NPl?s Woming Ealion. Retri8led 25 June 2014. 30. ., b Ian ｃｨ｡､ＭＮｾ｣ｫ＠ (2008-01-14). "In S82fch of Ihe Blue Aga;e: Types of Tequila" . lanchadv.ick.com Remeled 2011).12-25. 31. A 'The Siralght Dope: Why Is there a V.QI1'T1 in bollies ot teq.Jila?" . ｶｷｾｾＮｳｴｲ｡ｬｧｨｴ､ｯｰ｡｣ｯｭＮ＠ RelrieV2d 201G-01-13. 32. A Waller, James (2003), Driniwlogy: The Art am Science of the Cocktail. New Yortc Stew-or!, Tabon & Chang. p. 224, ISBN 1-5847!h'lD4-X "Let:sget Ihe v.llOle v.orm thing straight right n(].V, muchachos. Iflhere's a v.arm at the botlom of your tequila bottl e, you\e either purch8!;oo gag-inducing hooch aimed at gullible gringos, or your 10p-sIlaJf booze is infested by some kind of a1cotxJ1-brealhing, alien.bug ." Ｓｾ Ｎ＠ A "Marcas de Tequila de Ernasado NacionaJ" (Microson Excel) On Spanish). Gonsejo Regulador del Tequila AG, 2013-11-19. Retrieled 2013-12-26. http://fin.wikipedia,orgjwikifTequjl.3 4/5 Rqulla · Wikipedia, the free ･ｮＹＧＮＹＲｾ＠ _ _ _ _ _ 11/17/2014 34. A "Recipa: Mexican Sargita & Teq.Jila "Canj:Jela"" . Relri8'.ed 2008-04-25. 35. "Spirils and Liqueurs. Andrew Durkan, McGra\\'HiIi. 1998; ISBN Q.8442-0038-7. ISBN 9780844200385 36. A "How To Dink Tequila" • Relrie\ed 200f!.04..25. 37. A Tequla RegUatOlY O:>.Jo::il: a assiiication Retri8'.ed 201Hl2·15 38. • Jacinto. Rodolfa. "Ways Of Dinking Tequila" . tequilaknight.com. Relrie\ed 201 1{l3-19. 39. A Olad\\;ck. Ian (201)4). "In search 01 the tlue aga 41. A "IBA redpa" . tBA. RelrielP-d 3 May 2013. External iinks [edit] National Charmer for Ihe Tequila Industry Tequila Prod uct list. Nev.s. NOM Database • Canseja Reguladar del Tequila A.C. Tequila Database ｟ ｴ Ｇ ＭＬ ｾ ｟ Ｇ Ｍ］Ｍ ＬＭＢｾ＠ ｾ ＬＬＬＬＭＬ ｾＮ］ｾ ｟ ＬＭ ｾ ａｊ ＬＭＬ ｃｏ ｟ ｨ｟ｏ｟ｉ｟ｬ｣｟ ｢｟ ･ ｟ｶ｟ ･ ＬＬＭ ｾ ｟ ｾ Ｇ ｟ ｾ Ｍ｟ ･ ｟ｾ Ｍ ｟ Ｇ Ｍ ｟Ｍ ｟ Ｍ ｟ Ｍ ｾｾ Ｍ｟ Ｇ＠ Ｍ］ＭＭＬＭＭＢＭ ｟ｾ ｾＭ］ＭＬＬＬＬＭ｟ ＧＮ Ｇ ｾ＠ ",1_' V'_' ______ｾ･ｨｯ ｲｩ ･ｓ ｾ ｔ･ｱｕｬｬ｡＠ ｉｩｱｵ ｾｲ＠ ＺＺ ［ｬｾｻｾ＾＠ rMexiCan , . ;, i . :!.,' I i - - I ＭＭＭｾ ｾ ＭＭ ｽｦ Ｇ ＭＭ ｾ ＭＭＧＭＭ ｪ ＬＮ ＭＭ Ｌ ＭＭ Ｇ＠ -·--,·------"--1-',. -'--'----'--'-' ＭＭＭＭＭ Ｍ ｾＭＮＭＭｾＭ Ｍ Ｇ Ｍ Ｎ＠ Ｑｨｴｳｾ･ｷ｡ｳｬ｡ｳｾｾｦｩ･､ｾ Ｑ Ｑｎｬｶ･ｲｲ｢･ｲＲＰＱＴｾ Ｎ ｾ ｾＺ ＵＸＮ Ｌ＠ ' _j -, )1 / I' , Text is' available uiaa-lhe Cl'.. iIv. O:lmToos ｾｴｲｩ｢ｵＪｓｉＱ｡ｲ･ａｬｩｬ＼･＠ ｬｊ｣･ｮｳｾ＠ add.I'ooaI lerrrs n'BY ｡ｾＬ＠ 'By I!Sng ihks lle. yoo ag ... lo lhe Terns 01 Use Md Aivacy R:licy, ｗｗｾ＠ is a ｲ ･ｧｩｳｴｅｲ ｾ ｴｲ｡ｾｲｫｯｦｬｨ･ ｜Ｇ｜ ｦｊｲｲ･ｴｦｲ｡ｆ｡Ｎｊｲ､｡ｴｩ｡ｪＮｨＹＮ［ｦＱｏｏＱｬＭｐＢｩｴｩｑｲＢＹＳｬＱｩｺ｡Ｑｩ｣ｮ ﾷﾷ＠ r·· · · J' I' 't '''' • 1', ｒｩｶ｡｣ｹ ｾｩＡｉ Ｇ ｆｃｙ＠ ａ ｾ Ｂ｜ｕ Ｔｾ｡ ＬＺ＠ Ilsdairrer5 ' ｾ Ｌｾ Ｌ ｾ ｩｖＧ ｾ Ｌｾ ｾ ＮＭ Ｚ ｾｾ･ｬｯｰ･ｲｳ ﾷ＠ ｾ ｍＺｬ｢Ｑ･ｶｪ･ｷ＠ '!,' ﾷＱＺ Ｏｾ｜ Ｇｴｖｬｬ ＨｊＺ ｉｉ［ｾ ﾷ ｉ ｾ＠ II ｛ｲ ｾ＠ II Pre6o{Vjj ! , ｾ＠ 1""1"''1 ' ., " J ::;'" ,\ t ,I . I '1 I 5/5 TIS I TTB.gov !TBGov Trade in Tequifa Agreement 11/17/2014 -REPORr FRAUD: Email or call:ass.nB-llPS TTB.GOV ｅｳｰｾ ａ ｯ ｬ＠ I, ｆｲ｡ ｮ ｾ ｡ｬｳ＠ I $o x I Acc.e:s slbllity 1 ｐ ｲｩｾｩＩｃｙ＠ Notice I Co nlacl Us I Site Na p 1 A·2 1n dn ａｌｃｏｈｏｌａｎｄｔｏｄａｃｃｏｔａｘａｎｄｔｉｴｾｄｅｊＩｬＡｉ｜ ｅ ａ ｕ＠ Enter Search Tcrm(s): ＭＭＭＭＭＭＭＬｉ Ａｾｾｾ ｾ ﾷ Ａ＠ L!.S. D"f.urnu nr or rhi' Tr':-.l5·I,rr . rl FWN u / P AHllNTS R.hiUL\ l luss/UUl lIA.t.. l.l. A .lHJU l TID Home,lnl:2.rnational Afralrs Oivlslon (lAD). Trade In Tequila Agre<2ment -QUICK LINKS- Co'ntact TIB About Wine , ｍｾｳｴ＠ Requested Labeliilg ' , Trade in Tequila Agreemellt Permits On January 17, 2006, in Washington DC, U.S. Trade Representative (USTR) - Ambassador Rob Portman RegtJations/Statutes and Mexico's SecretalY. of Economy Sergio Garcia de Alba signed an historic agreement on cross-border IniportlExport trade in teqUila. This sig ning ceremony was the cUlmination of t\I.O years and 10 rounds of negotiations FO(T'ils/Pubilcations between the United States and Mexico. ｆｾｵＢＢｴｩｹ＠ ｾｵ｡ｳｴ･､＠ Ust (of TeqUila is an alcohol beverage distilled from the a,gave plant and has been given ""ricMide recognition as ; Permittees) a distinctive product of Mexico, As such, Wlile 'Tequila' can only be produced in Mexico, bulk shipmenls of finished tequila, destined for boWing abroad, had been allov.ed. , In August 2003, the Mexican Standards Bureau announced a proposal that the official standard for tequila \\Ould be amended to require that alf Tools & Guides tequila be 'bottled at source', in order to be labeled as tequila, This "ould have created a de facto ban on Tutorials and J:b Aids e> ｾｹｯｵ＠ have any questions regardlng,thls agreemeni please con'tact the,lnternatronal Affairs Division, TIE Establishes 11 New AVAs wthin • USTR Press Release the Paso Robles AVA (10/09/20.14) Full Tel More New.; I TTB Calendar Renew my SOT regist",tion? 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Make Olange in Proprietorship Apply for a Variance Ship or Bling Alcohol Into the U.S. for Personal Use Pase last revi"wedlupdated: 09/04/20t2 htlp:l/www,tlb,gov/itd/agreement.shtml 1/2 TIe I TTB.qOV TlllGav Trade In Tequila Ag,,,ree=m"'e"'nt'--___ 11/1712014 No FEAR Act I Disaster Relief I Treas.gov Iinspeclor General I White House I Recovery.gov I USA.gov I Webmaster I Business.USA.gov http://vJ\vw.ttb.gov/itd/agreemenlshbnl 2/2 The cunent issue and full te.\i archive of this journal is available at • www.elueraldinsight.comf1751-1062.htm IJWBR 22,1 Appellation as an indicator of quality Thomas Atkin Wine Business Program of the School of Business and Economics, 42 Sonoma State University, Rohnert Park; Californi(!, USA, and Ray Johnson Wine Studies Program, Santa Rosa Junior College, Santa Rosa, California, USA Abstract Purpose - The purpose of this paper is to examine the consumer usc of geographical information in the wine purchase decision. Consumers often rely upon the place of origin of a wine product in order to assess its quality. This research examines the importance of place-of-Oligin information and what level of place is meaningful to consumers, as well as which consumers utilize that infOlmatiol1. Design/methodology/approach - Data collection took place by means of a highly sh'uctured online survey of 409 geographically dispersed wine consumers across the USA. Respondents. were recruited by Survey Sampling International and screened for at least occasional wine consUIilption.' Findings - Brand and place-of-origin infonnalion such as region, country and state were the_most important attributes in the consumers' choice of a wine. One type of geographical indicator, appellation, was not well utilized. Core wine consumers and those with greater expertise utilized place-of-origin cues to a greater extent than less frequent and less knowledgeable consumers. Research limitations/implications - The sIDdy sample represents US wine drinkers and should, not be taken as a general population sample; Potential respondents were required to have consumed at least one bottle in the last year in order to take the survey. The non-probability sample includes participants from 46 states, 189 of whom are male and 211 are female. Practical implications - Wineries in established regions shouid increase their efforts to promote regional identity at the COl11lty, state and national level, to enhance theirexistiug product images. Regional information is more heavily utilized by consumers than appellation information, which aIlmvs producers to take advantage of pre-exisrulg levels of awareness. This research suggests that marketers develop stTategies to increase sales that emphasize larger regions such as county or state rather than appellations. Originality/value - This paper is of value to academic readers, wine induslTY practitioners and regional trade and tourism associations and other conunercial entities that market their products with reb>ional cues. The geographically dispersed sample provides results thal generalize well to the wine consuming public. Keywords Quality, Consumer behaviour, Wines, Viticulture, United States of Anielica, Regional marketing Paper type Research paper Introduction Does the name "Russian River Valley" all a bottle of wine carry such prestige that it's worth fighting to rewrite the area's boundary line? (Berger, 2008; p.l) '. A petition by Gallo Family Vineyards to expand the boundaJies of the Russian River Valley Amelican Viticulture Areas (AVA) (appellation) has met opposition from others I who believe it will chltite the value of the current appellation and confuse consumers Inh:nmtiollal JOlU"Ilal of \Vi·i1e (McCallum, 2008). This raises the issue of assessing the ilTIportance of appellation Business Resl!an:h information in the minds of consumers as opposed to geographic entities such as Vol. 22 No. 1.. 2010 pp.42·61 county or stak Which level of place is useful to consumers? © Emerald Gl1lUP Publishing Limited As the wine indush-y has evolved through consolidation and globalization, it has. li51-IOG2 DOl lO.ilOSJ17511061011035198 truly become an International business. US winelies continue to lose market share even as overall demand for wine is expanding here (Hussein et aI., 2007). To compete with Appellation as the onslaught of imported wines, US wineJiesneed to identify athibutes that will make an indicator of their wines more attractive to consumers (Frey, 2008). It is necessary to develop wine products that can be differentiated from the competition (Bruwer, 2004). quality With the continued expansion of new products and competition, wineJies are w1der constant pressure to differentiate their products in order to stand out in the marketplace (Lockshin, 1997). One way to differentiate products in the wine business is 43 to emphasize the place of origin as an indicator of quality. It has been suggested that ｾ｟ｾｾ＠ __ｾ｟＠ smaller wineJies should build an image as quality wine producers by utilizing a place- based marketing strategy. The development of regional variants of their products is one strategy that small- and medium-sized enteq:nlses can use to distinguish their product and realize added value (Van Ittersum et al, 2003). In such instances, a linlc would have to be established between the product's place of Oligin and product quality (Thode and Maskulka, 1998). The geographic Oligin of the product is an athibute that can help persuade a consumer to buy a pmticular wine and is particularly useful to new wineries that have yet to develop a strong brand image of their own (Van Zanten et aI., 2003). Consumers often employ information about the region of origin of a product to make inferences about the quality of the product (Verlegh and Steenkarnp, 1999). There are many different cues on the wine package that may influence the consumer's evaluation. These include region, sub-region, and counny of odgin as well as vintage, grape variety, style and vineyard, Recent studies have found that origin of wine is often perceived as an indicator of quality and may be used as the basis of decision making when pm-chasing wine (Duhan et aI., 1999). An interesting question concel11S the level of geographic detail that is useful to consumers. There is a trend toward promoting smaller appellation identities in the USA, such as the recently approved Rockpile appellation in Sonoma County and the proposed Calistoga appellation in Napa. In Australia, there has been a shift from "Brand Australia" to regional areas such as Barossa or Coonawarra (Tolley, 2005, p. 22). It is not known how much impact theSe strategies have on consumer wine-buying decisions and brand image perceptions (Bruwer, 2007). . The aim of this research is to exariline the utilization of appellation and other geographical information in the wine purchase decision_We tested appellation along with other information commonly fOlmd on wine labels. Consumer use of geographic cues to determine wine quality may vmy based upon: • The level of region (i.e. USA, California, Sonoma County, Dry Creek Valley)_ Which place of otigin is most effective to promote wine? This is extremely important to small- to medium-sized wineries as they strive to renlain competitive. • Attributes of the consiJmer such as gender, age, knowledge and consuniption frequency. • Attributes of the wine itself such as red or ,,,bite. • Price category of the wine. Literature review Wine buying is a risky activity for most of the world's wine consumers due to a high level of confusion stemming from the complexity of the wine market. Traditional wine I ' IJWBR producing countries in Europe present information based on a combination of place 22,1 names, vineyards, winemaking families and negociant labels. There are often gromrig techniques and winemaking requii'ementsassociated with the appellations. New World wines, on the other hand, are often identified by grape vcuiety and brand name, but typically do not specify any quality requirements. This has allowed US bl:ands like Smoking Loon and Turning Leaf to use grapes from other countries. More expensive 44 wines from the New World, especially those at icon price points, rely more on place-of- ======origin cues to distinguish themselves from ｣ｯｭｰ ｾｴｩ ｴｯ ｲｳＬ＠ This still does not, however, specify any legal quality requirements. RaIn and Sheth (1989) outlined five areas of resistance to consumer adoption of new products: usage barriers, value barriers, risk barriers, tradition barriers and image barriers. Risk barriers become relevant when customers cu-e uncertain about physical, economic, functional or social risks from using a product (Mitchell and Greatorex, 1988). This is certainly the case in the wine market. For il'lstance, most supermarkets carry ten or so brands ()f a particular prodLlct but they may carry Qver 700 wines (Lockshin, 2003). Wine is Widely regarded as a complicated product from the viewpoint of the ' consun1er so consumers employ risk reduction strategies. Reviewing the label for pertinent information such as place of Oligin is pcut of the wine consumers risk reduction strategy. "If we can understand how consumers choose wine, then we have a much better framewotk to decide pricing, packaging, distribution, advertising, and merchandising strategies" (Lockshin, 2003, p. 5). This will also help the industry in the product development process. Intrinsic and extrinsic cues Wine is a product that has a high proportion of characteristics that can only be assessed during consumption so the ability of the consumer to gauge quality plior to purchase is velY low. According to Lockshin and Rhodus (1993), the average wine consumer is likely to rely upon exh"insic cues such as plice or region of Oligin when making quality assessments. They also consider label, brand and shelf position (Jacoby and Olson, 1985; Lockshin et al, 2006; Lockshin and Spawton, 2001). Consumers use these cues as shortcuts or decision heuristics to inform their choice. Consumers also build h'ust with brands and regions whose track records have pleased them before (Bruwer and Wood, 2005). Inhinsic cues for wine buyers include grape variety, alcohol content and wine style- things that relate to the product itself. Because the quality-related attlibutes (suth as taste and aroma) are not available, the consumer is forced to rely upon the exhinsic cues (Jacoby and Olson, 1985). Many of these attributes are lUlder the control of the producer so consumer response should be considered before inlplementing these attributes. These are also features that can be changed without actually changing the product (Lockshin and Rhodus, 1993). . Lockshin (2000) asserts that brand name acts as a substitute for attributes such as quality and that brand acts as a shortcut in dealing 'with risk. However, it has been asserted that consunlers do not have a clear understanding of branding in the wine market. Gluckman (1990) postulated that consumers attach the same status to generic grape varietals and regions as they do to brands. It appears that in certain wine conslUIlption situations there is an element in the decision process that involves a risk-aversion sh'ategy (Spawton, 1991b; Mitchell and Greatorex, 1989; Gluckman, 1990). Mitchell and Greatorex (1989) proposed that purchasing wine mostly involves functionallisks such as social risks, financial risks Appellation as and physical risks. Sociallisks may involve trying to avoid being embarrassed in front ali indicator of of business associates and friends; financial risks involve the cost of the wine and physical risks involve the actual effects from alcohol consumption. quality In the academic literature, Spawton (1991a) contended that the major influences on wine pmchase decisions are: perceived risk; product cues such as brand, label and price; product expelience and knowledge; and the product-use situat-ion. Consumers employ a variety of strategies to cope with these risks. The author asserted that 45 consumers smve to reduce the likelihood of making a bad pmchasedecision by using a ｾｾ］］］ｾＭﾭ variety of coping ｭ･｣ｨ｡ｮｩｳｮｾｳ Ｎ＠ These.include: • selecting wine brands that represent consistent quality and are included in the range of "safe brands" established in the mind of the wine consumer; selecting wines based on the recommendations offriends and co!1eagues; following the advice of sales associates; using their own knowledge gained through wine education; price (as an indic;ator of quality); amI • packaging and labeling as an indicator of quality. Place of origin Place of origin is an attribute that can help persuade a consumer to buy a particular wine. Consumers often employ information about the place of origin of a prOci1.lct to make inferences about the quality of the product (Verlegh and Steenkamp, 1999). According to Van Ittersum et al (2003), the influence of a producfs place of origin on product evaluation has mainly been studied from a cmmtry of origin perspective. In the words of Ballestrini and Gamble (2006, p. 400); "Wine is quintessentially a product related to territory, even if that tenitOlY is as widely defined as a couritry." Wine is a product that has a very close connection to its place of Oligin and the origin of the wine is often used as an indicator of quality. Consumers often use origin image to "chunk" information and make a decision. An international research project recently indicated that the most important attribute for both Aush'alia and New Zealand consumers was the geographic origin of wine (with local wines preferred over all other choices presented (Atkin el al., 2007a). Origin iriformation typically serves as a halo from which inferences are made about unfamiliar wines. In the USA, the reputation of the Napa Valley can be used as an indicator of quality. Wines from other · palis of the USA have a difficult time competing with Napa's reputation. The Oligin information helps consumers to reduce perceived risk and assess the social acceptability of their choices (papadopoulos and Heslop, 2002). Duhan et al. (1999) also found that tl1e origin of wine is often perceived as an indicator of quaHty and may be used as the basis of decision making when purchasiI1g wine. In a sirnilar vein, Jarvis and Rungie (2002) used a choice-based-t.'{periment to reveal consumer utility values. The category "well known region" had the highest stated choice utility among all respondents. Those findings were in agreement with research performed by Tustin and Lockshin (2001). Rasmussen and Lockshin (1999) undertook to clarify the effect that regional branding has on consumer choice behavior. Wine has an enormous number of brands and thus can make the task of choosing a wine complex and difficult. They placed consumers on a novice to expert continuum. The degree of expertise was based upon I]WBR involvement, knowledge and usage level. Their results suggested that, while regional 22,1 branding was not the most important cue, consumers who do use regional branding as a cue generally have higher perceived knowledge of wine. In this study, we sought to clarify how place of origin and level of place (such as appellation) are utilized by particular consumer segments in evaluating wine quality. This paper adds to the knowledge base in these areas. 46 ======Appellation In Europe, there is a long tradition which recognizes the importance of wine regions going back at least as far as the Middle Ages (Halliday and Johnson, 1992). The place of origin where grapes are grown is more than simply noted; it is researched, described aJld ultimately protected. The French expression tenoir encompasses the gamut of unique influences on a particulaJ' region, district or site (Bomlich, 2006). If for example, the angle of slope on vineyard x is different than that of vineyard y, there is a point of differentiation. This is useful to the winemaker in the crafting of the wines and useful to the wine marketer to exploit in the marketing of the wines. Te1'1'oir can be used as layer in the building of the image of the place where a wine is grown (Turner aJld Creasy, 2003). The French term for a wine region that acknowledges a unique ten'oii' is called an appellation. Beyond defining geographic boundaries, the laws associated with ail appellation can regulate the grapes grmvn 'and winemaking methods employed, all with an eye toward protecting the quality and brand equity that the region and its producers have achieved over time. The word appellation has worked its way into the vernacular of \vinegrowing tln'oughout the world. Yet it is not used throughout the world in the same way that one finds in France_ Its meaJ1ing depends upon the desires of the stakeholders in the local, regional or national industry. Winegrowers in the usA 11ave embraced the concept of appellation but in a much broader and more lenient way than the French (Conaway, 1990). In the USA, the Bureau of Alcohol, Tobacco and FireaJ-ms (today the TTB) issued Rule 53 il) 1978 that recognized state and county boundaries for appellations on wine labels. If an industry member desires a fur ther differentiation, a more distinct viticultural area may be defined which does not coufoi-m to political botmdaries (Gay, 2003). These more distinct areas constitute what ate generally known as appellations or AVAs. AVAs are geographically based names for winegrowing regions that are believed to show unique chaJ-acteristics such as soil, climate and more_ They are geographic and historical in nature and include no quality-related provisions such as grape varieties or yield per acre (Fallis, 2000). In this sense, US appellations (AVAs) differ from their French and Italian countei·parts. That being said, consumers may assign quality expectations to approved aJ-eas (Johnson and Bruwer, 2009). Napa Valley has established a reputation for quality and, to a lesser extent, so has Sonoma County. With the ongoing creation of appellations, the \vine industry in the USA is interested in determining whether or not appellations truly aid in the marketing of wine. Some in the industry feel that appellations add to the mystique of wine and form a further banier to consumer adoption (Falchek, 1999). Yet others see appellations as a driving force in the marketing of wine (Metinko, 2000). A major goal of this research was to uncover what place-of-origin iufonnatioi1 is meaningful to the consumer. Specifically, do conSlilllers utilize appellation information to the same extent thClt they Appellation as use information relating to larger geopol1tica.1 regions, such as county, state or country? an indicator of Demographic and behavioral factors quality The analysis of buyer behavior using market seg1nents based on demogra.phic vmiables is very connnon. In order to develop marketing strategies, industry professionals have an interest in linking observable consumer chmacteristic;s to 47 product choice behavior (Orth, 2005). In that study, personality and situational. factors ｟ｾｾ＠ ___ｾ｟＠ such as age, ｧ･ｮ､･ｬｾ＠ spending per bottle and purchase frequency were found to be associated with one or more brand benefits. The cunent research examines similar demographic and behavioral variables as chivers in the consumer utilization of label information. Variables included in the cunent analysis include consumption frequency, age, price, gender, expertise and type of wine usually purchased. . Recent research by Hussain et at. found that \vine consumption was positively related to Imciw ledge of wine, age, and income (Hussein et at., 2007). They suggest that US wineJies consider such derriographics and behavior characteristics in their mm'keting plans. The US Wine Market Council (2008) has segmented the wille market into core consunlers and marginal consumers as the basis of a large pOlJion of their wine industry analysis (\iVine Market 'council, 2008), . Age is another factor to analyze because winelies are attempting to increase sales by tm'geting a yowlger consumer (Bayer, 1998). Hall et at. (2004) demonstrated that the importance of region was different for different age group segments. The price of a bottle of wine acts as ml indicator of quality for mmlY wine consumers (Quester mld Smmi, 1998) and it is an important item to investigate in 'vvine purchasing (ZaichkowskiJ 1988). Thomas and Pickering (2003) determined that plice was one of the most important informational items consumers use to assess wines before buying. There has been a large increase in the sales of wine to women (Bm-ber et aL, 2006). Prior research has shown that men and women search for information differently when faced with a wine purchase decision (Atkin et al., 2007b). These differences may also apply to the utilization of appellatioil information. Perrouty et al. (2006) suggest that novices utilize wine origin cues, like the bottler, but they shift their attention to cues like brand and price as they gain more knowledge. Young, less experienced consumers tend to rely more heavily on descriptions from labels and other sources (Chaney, 2000). We would expect that consumers with different levels of expertise will utilize region and appellation differently. Lastly, the type of wine the consunler is considering may have an impact on their utilizatioil of label information. Zaichkowsky (1988) concluded that consumers highly involved with red wine placed less emphasis on price than cbnsunlers with low red wine involvement. Research questions Based on the preceding discussion of .vine-buying behavior, the following research propositions were developed: RPJ. A higher level of region such as state or county is more heavily utilized by consumers than appellation. RP2. The importance of regional information will differ depending upon attributes of the conswner such as consumption frequency, price usually paid, gender, expertise, wine type usually purchased or age. . . , , lJWBR Methodology 22,1 The sample utilized in this study represents a geogTaphically diverse gmup of . respondents in the USA who were screened for at least occasional wine conslU11ption before proceeding with the Slll"Vey. The sample size was 409 respondents who were recruited by SUJ"Vey Sampling International. The respondents then completed the Slll"Vey online at Slll"Vey Monkey. The overall goal was to collect a representative sample of stUdy participants on the basis of ｧ･ｮ､･ｊＮｾ＠ consumption habits and location. The SUl"Vey was 48 available on Slll"Vey Monkey between October 22 and October 28, 2008. Data analysis = ===.==== required downloadillg the results in Excel and then inputting the data into SPSS. The study sample of 409 respondents represents US wine drinkers and should not be taken as a general population sample. Potential respondents weJ.·e required to have consumed at least one bottle in the last year in order to take the smvey; A key featme of the sample is its geographical diversity. In this study, 46 states were represented. Table I shows exact make·up of the sample on a state by state basis. As shown in Table II, the geographic dispersion of the respondents compares fairly closely to the state consumption shares presented by Cholette (2004). Response (%) Gender Male 47.3 Female 52.8 Age group 21·29 . 14.4 30·3Q 18.8 40·49 26.0 50·59 16.6 60 and over 24.3 Community urban 22.8 Suburban 55.4 Rural 19.8: FaJm 2.0 Origill state California 16.5 Florida 9.8 New York 8.8 Pennsylvania 6.3 Texas 5.0 Colorado 4.0 Jllinois 4.0 Ohio 4.0 New Jersey 3.8 Virginia 3.8 Washington 3.8 lVlichigan 3.5 Norlh Carolina 2.8 Arizona 2.5 MaS!3achusetts 2.3 Georgia 2.2 Table I. Idaho 2.2 Demographics 33 other states, each less than 2 % As for gender, 189 were male and 211 were female. It is a non·probability sample based Appellation as on criteria similar to Hall et al. (2001). Another key demographic was the frequency of an indicator of wine consumption. When asked how often they consumed wine, 65.7 percent replied that they drank wine at least once per week. The Wine Market CounCil define!> those quality who chink wine at least once per week as core wine consumers. One of the goals of the study was to examine the information utilized by a broad array of wine consumers so the results could be generalized to ,vine consumers nationwide. Several previous studies have used samples dominated by California 49 residents and 11ighly involved consumers (Atkin et al, 2007b; Johnson and Bruwer, 2007; Hussein et al, 2007). This has restTicted the generalizability of previous findings because the samples were not obtained in a probabilistic fashion. The more tigorous approacl1 taken to obtaining a sample here, although not completely random, answers the call for larger sample sizes and greater geograpl1ic coverage (Hussein et al., 2007). The sampling method used here made the findings more useful. The SlJIvey delved into the nature and extent of information search undertaken by i"espondents and the coping mechanisms used in conditions of uncertainty. For example, a key question related to information used to evaluate wine. It asked "Which of the following informatioil do yoil evaluate on a wine label to gauge the quality inside the bottle? Check all that apply." This question was follmved with ten choices including State, Vintage, Region, Brand NarTIe, Alcohol Content, Appellation, Organic, Label Imagery, Counh'y of Origin and Medals 'Non. Results and discussion The focus of this article is the importance of geographical information in the consumers evaluation and purchase of a wine. Although not the focus of this shidy, it is Clitical to note that brand was by far the single piece of information that consumers use the most. The current study features a fairly representative sample of wine consumers across the USA. As the information was analyzed along a variety of consumer athibutes, brand emerged as the leading critelia for evaluating the quality of mne. Differences in the utilization of information became notable as we looked at how consumers supplement the brand information. . . . An earlier Shldy, viz., Johnson and Bruwer (2007) provided results counter to the assertion that brand is the piece of il.1fOlmation used by the largest percentage of consumers. Perhaps it is clitical to conh'ast the nahm of the sample in that Shldy. It utilized a convenience sample of respondents that had recently taken wine classes or were from specific ar-eas alid thus had special knowledge. In that Shldy, 85 percent of the respondents utilized tegion when evaluating ,vine labels, whereas only 72 percent utilized brand and 71 percent appellation. Cholette (2004) Atkin and Johnson State % of cohsumption % of respondents Califomia 19 16.5 New York 8 8.8 Florida 7 9.8 New Jersey 5 3.8 Table II. , illinois 5 4.0 Comparison of state Texas 5 5.0 consumption to Massachusetts 4; 2.3 respondent dislribution I ' IJWBR In looking at the overall results of the current study, brand was utilized by the largest 22,1 percentage of the respondents (76.7 percent), followed by two geographical elements, country (55.7 percent) and region (55.2 percent). Vintage (51.5 percent) and state (45.0 percent) completed the top five. There was a large ell-op off after that as fewer consumers utilized label imagery, medals won, alcohol content, appellation and organic atttibutes. Appellation was mentioned by only 19.6 percent of respondents, a figure that is much lower than the 71 percent utilization in the Johnson and Bruwer (2007) 50 study. The first issue to address is which information consumers use to gauge the quality of the wine inside the bottle. The customer typically is not able to sample the wine so he/she is faced with assessing the wine usinge)"1:ernal cues such as the information appearing on the label. Respondents were invited to check all options that apply. The number of times an option was chosen gives us an idea of which information the consumers are using. Brand name was the nmaway favorite, selected by 310 respondents or 76.7 percent of the respondents. This was a bit of a sm'prise because the Johnson and Bruwer (2007) study had brand coming in second to region. That data showed region to be the most important infonnation. The closely grouped hio of appellation, brand and viiltage trailed behind region. The more diverse sample in the current study shows that, after bt'and, cowltry of origin was the second most popular pick at 55.7 percent, followed by region at 55.2 percent. Vintage was also picked by a majOlity of respondents (51.5 percent). State was also popular (45.0 percent). There was a large drop-off after that as state was followed by label imagery; medals won, alcohol content, appellation and organic. The rankings and a comparison with Johnson and Bruwer (2007) are shown in Table ill and Figure 1. The low utilization of appellation information in the current study must be emphasized. The system of American Viticulhu'al Areas has been in effect in the USA for many years but it makes little contribution to the decision of consumers in general. It is apparent that consumers rely more upon geographical and political entities such as region, country and state. It may be that the appellation information is too complex to be meaningful. The relative inlportance of regional vs appellation information was then analyzed see if there were differences in the consumer use of information based on a variety of conswner traits. The data from the respondents were split in groups based on several different critelia in order to examine which information consumers use to evaluate the quality of a "vine in the purchase process. Atkin and Johnson (2008) Johnson and Bruwer (2007) % . % Brand 76,7 72 Country 55.7 56 Regioll 55.2 85 Vintage 51.5 71 State 45.0 63 Label 245 31 TableID. Medals 23.5 N/A Infonnation on wine Alcohol 22.8 22 labels used to gauge Appellation 19.6 71 quality Organic 7.9 N/A