BASHAM NEWS

Registration and positioning of the DEFRENTE tequila brand worldwide.

Our client Casa Lumbre, a company dedicated to craft “farm-to-bottle” Mexican premium spirit propositions with sensorial uniqueness, who has partenered with the famous actor Diego Boneta, has launched its most recent product on the market, a soft and artisan distilled white tequila, which uses the traditional of the blue agave. Our firm has been an important actor for the worldwide positioning and launching of said Tequila that bears the name of DEFRENTE.

The Intellectual Property area of our firm has managed to register the DEFRENTE trademark in various jurisdictions worldwide, including the United States, the European Union, Mexico, the Dominican Republic and Costa Rica. Moreover, the Trademark registration is in process in Argentina, Colombia, Ecuador, Panama, Peru, Guatemala, Honduras, El Salvador, Nicaragua, Puerto Rico, Venezuela and Belize.

Additionally, the International Registration of the DEFRENTE brand has recently been obtained through the World Intellectual Property Organization (WIPO) to designate Australia, Brazil, Canada, Chile, China, Israel, Japan, the Republic of Korea, Philippines, Russia, Singapore and Ukraine as contracting parties.

It is worth mentioning that, in recent years, the production and export of Tequila has been increasing, being the United States the most important destination, which received more than 288 million liters of Tequila in 2021 alone, 45 times more than Germany, the second most important export destination for the product. Tequila is one of the most consumed alcoholic beverages in the world, after beer, wine and whiskey.

For this reason, taking advantage of the tools within our reach on the Madrid System, allows us to find accessible solutions for the registration and administration of trademarks making possible to have expedite and cost efficiency for the benefit of our clients.

With the mentioned actions, among others, we have assisted our client and his partner in their commercial strategy for the launch and sale of their product worldwide, helping Tequila, the pride of all Mexicans, to be even more recognized around the world.

If you require additional information or further details regarding the protection of intangibles, including the registration worldwide or in specific legislations, the Basham, Ringe & Correa Intellectual Property team is at your disposal.

S I N C E R E L Y,

Juan Carlos Hernández

jhernandez@basham.com.mx

Mariana Vargas

mavargas@basham.com.mx

Daniel Castro

dcastro@basham.com.mx