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 Entertainment | November 2005 
California Liquor Maker in another Squabble with Tequila Industry
 Associated Press
| | The dispute over the authenticity of Wagoner's liquor began early this year when he launched it under the name "Temequila," as a play on the name of his hometown, Temecula. |
It smells and tastes like tequila, but that doesn't mean J.B. Wagoner's American-made agave liquor is welcome at this weekend's tequila festival.
The Southern California distiller alleged he was barred from participating in the Los Angeles Tequila Festival in Pomona because a Mexican tequila trade group "doesn't want me there," Wagoner said.
"The event is in my own backyard, it's unfair that I can't attend," he said.
Judith Meza, a representative of the Mexican Tequila Regulatory Council, said she was "not aware" of the allegation. She said the group had objected to an earlier name of Wagoner's product, but that the matter had been resolved.
"We have nothing against him," Meza said.
Meza said the group is presenting seminars at the event but is not a sponsor. Festival organizer Vicente Mota did not immediately return a telephone message seeking comment Wednesday.
The dispute over the authenticity of Wagoner's liquor began early this year when he launched it under the name "Temequila," as a play on the name of his hometown, Temecula.
The council, which includes Mexican agave growers, tequila producers and distributors, threatened to sue, saying "Temequila" sounded similar to tequila and may fool customers into thinking it's the Mexican-made liquor. International trade laws forbid use of the name tequila unless it's made from blue agave in designated regions of Mexico, including Jalisco and four other states.
"It's not certified by us, it can't be called tequila," Meza said.
The Alcohol and Tobacco Tax and Trade Bureau later rejected Wagoner's application for labeling the certificate "Temequila." He appealed, and is selling his product under the klunky name "J.B. Wagoner Ultra Premium 100 percent Blue Agave" in the meantime.
He ran into more trouble in August when the trade bureau, which vets the production, labeling and marketing of alcoholic beverages, ordered him to stop running an advertisement with the slogan "Not your mamacita's tequila," which appeared in Penthouse magazine.
The ad contained "misleading comparisons to tequila," according to a letter by the bureau to Wagoner.
"They're constantly policing us," Wagoner said. Most consumers still call his $58 bottle "Temequila," he said. |
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