TTAB serves it straight up: TEQUILA is not generic

In Luxco Inc v Consejo Regulador Tequila AC, the TTAB has considered whether Consejo Regulador del Tequila - the only entity accredited and approved by the Mexican government to ensure the authenticity, origin, quality and safety of tequila - could register TEQUILA in the United States as a certification mark. The TTAB answered in the affirmative, dismissing an opposition alleging that 'tequila' is a generic word for distilled spirits.