Basham, Ringe y Correa provides legal advice in the global positioning of Diego Boneta’s tequila brand

The client, Casa Lumbre, a company dedicated to elaborate premium Mexican spirits proposals, together with its business partner, the renowned actor Diego Boneta, has launched its most recent product to the market, a white tequila of soft and artisanal distillation, which uses the traditional blue agave. The firm has been an important player in the launching and global positioning of this Tequila, which bears the name "DEFRENTE".

The Intellectual Property department of the firm has successfully registered the trademark "DEFRENTE" in several jurisdictions worldwide, including the United States, the EU, Mexico, the Dominican Republic and Costa Rica. Likewise, the registration of the trademark is in process in Argentina, Colombia, Ecuador, Panama, Peru, Guatemala, Honduras, El Salvador, Nicaragua, Puerto Rico, Venezuela and Belize.

Likewise, the "DEFRENTE" trademark has recently been registered internationally through the World Intellectual Property Organization (WIPO) to designate Australia, Brazil, Canada, Chile, China, Israel, Japan, Republic of Korea, Philippines, Russia, Singapore and Ukraine as contracting parties.

It should be noted that in recent years, Tequila production and exports have been increasing, with the United States being the most important destination, receiving 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, making use of the tools at reach, within the Madrid System, allows to find accessible solutions for the registration and administration of trademarks, thus allowing us to speed up times and reduce expenses for the benefit of the clients.

With the aforementioned actions, among others, the firm have assisted the client and its partner in its commercial strategy for the launch and sale of its product worldwide, helping tequila, the pride of all Mexicans, to be recognized with greater strength around the world.