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	<title type="text">Natalia Gutiérrez | The Verge</title>
	<subtitle type="text">The Verge is about technology and how it makes us feel. Founded in 2011, we offer our audience everything from breaking news to reviews to award-winning features and investigations, on our site, in video, and in podcasts.</subtitle>

	<updated>2020-11-30T19:15:30+00:00</updated>

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		<entry>
			
			<author>
				<name>Natalia Gutiérrez</name>
			</author>
			
			<title type="html"><![CDATA[Elon Musk wanted to call his new tequila ‘Teslaquila’ but Mexico said no]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/21578576/tesla-tequila-name-bottle-branding-elon-musk-mexico" />
			<id>https://www.theverge.com/21578576/tesla-tequila-name-bottle-branding-elon-musk-mexico</id>
			<updated>2020-11-30T14:15:30-05:00</updated>
			<published>2020-11-30T14:15:30-05:00</published>
			<category scheme="https://www.theverge.com" term="Cars" /><category scheme="https://www.theverge.com" term="Electric Cars" /><category scheme="https://www.theverge.com" term="Tesla" /><category scheme="https://www.theverge.com" term="Transportation" />
							<summary type="html"><![CDATA[When it first appeared, Tesla&#8217;s tequila was an April Fools&#8217; joke on Elon Musk&#8217;s Twitter account. It was also called &#8220;Teslaquila.&#8221; But that name, ultimately, wouldn&#8217;t make it to the final product &#8212; which was very, very real. See, &#8220;Teslaquila&#8221; isn&#8217;t possible due to tequila industry regulations. The word &#8220;tequila&#8221; is a designation of origin; [&#8230;]]]></summary>
			
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<img alt="" data-caption="" data-portal-copyright="Image: Tesla" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/22015776/tesla_tequila_3_2.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
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<p>When it first appeared, Tesla&rsquo;s tequila was an April Fools&rsquo; joke on Elon Musk&rsquo;s <a href="https://twitter.com/elonmusk/status/980566116614291456">Twitter</a> account. It was also called &ldquo;Teslaquila.&rdquo; But that name, ultimately, wouldn&rsquo;t make it to the final product &mdash; which was very, very real.</p>

<p>See, &ldquo;Teslaquila&rdquo; isn&rsquo;t possible due to tequila industry regulations. The word &ldquo;tequila&rdquo; is a designation of origin; it means the rights of using this word belong <em>only </em>to the tequila agribusiness. That also means no one can register the word as their property.</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>Because “Teslaquila” evokes the word tequila, it cannot be registered as a brand</p></blockquote></figure>
<p>The problem with the branding is &ldquo;Teslaquila&rsquo;&rsquo; is too similar to the word tequila, according to the Tequila Regulatory Council (CRT), the entity responsible for regulating and authorizing all of the processes related to the manufacture, consumption, and trade of tequila. Mart&iacute;n Mu&ntilde;oz, head of the certification body at the CRT, said &ldquo;Teslaquila&rdquo; may cause confusion or misunderstanding as to the origin of the product, and the Mexican industrial property law denied the trademark. Basically, because &ldquo;Teslaquila&rdquo; evokes the word tequila, it cannot be registered as a brand.</p>

<p>In May 2018, a legal representative attempted to register the brand Teslaquila in Mexico, the only country where tequila is made. In February 2019, the CRT filed its objection to the brand; in March 2019, the Mexican Institute of Industrial Property said &ldquo;Teslaquila&rdquo; can&rsquo;t be registered because&nbsp;it was too close to&nbsp;the designation of origin tequila. In a July 16th response, Musk&rsquo;s team challenged this, saying &ldquo;Teslaquila&rdquo; was a natural variant from Tesla and the suffix &ldquo;-quila.&rdquo;&nbsp;On January 16th, the final ruling came down: the Mexican Institute of Industrial Property declared it could not register the brand.</p>

<p>Though the CRT rejected &ldquo;Teslaquila,&rdquo; that wasn&rsquo;t the end of the line &mdash; just the end of <em>that </em>name. Ultimately, the product was called &ldquo;Tesla Tequila.&rdquo; When asked about how this affected the company&rsquo;s plans and timeline, Javier Verdura, product design director at Tesla, declined to comment.</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>Then there was one hurdle that <em>wasn’t</em> regulatory</p></blockquote></figure>
<p>Registration is the first step a company must take to establish a brand. It&rsquo;s the same process followed by the 164 companies that sell more than 1,800 brands of tequila.</p>

<p>Last February, according to Mu&ntilde;oz, Tesla abandoned &ldquo;Teslaquila&rdquo; and moved forward, instead, with Tesla Tequila. Tesla Tequila is registered both in <a href="https://drive.google.com/file/d/1icVf7jiaeEOiK1Vqy66r_lL3SLqcyZ0W/view?usp=sharing">Mexico</a> and the <a href="http://tmsearch.uspto.gov/bin/showfield?f=doc&amp;state=4808:n5o17k.2.16">United States</a>. In Mexico, it is associated with <a href="https://www.casamaestri.com/">Destiladora del Valle de Tequila</a>, in Tequila, Jalisco, one of several states where tequila can be made.&nbsp;</p>

<p>Then there was one hurdle that <em>wasn&rsquo;t</em> regulatory:&nbsp;the lightning bolt-shaped glass bottle Tesla Tequila comes in. The design was inspired by the icon of Tesla&rsquo;s GPS maps that shows the location of charging stations. &ldquo;Several providers told us the glass bottles were impossible to mass-produce,&rdquo; said Verdura.</p>

<p>Verdura also said that making the tequila public at this moment had little to do with external factors like the pandemic (<a href="https://www.forbes.com/sites/katedingwall/2020/09/01/during-covid-19-us-drinkers-are-finally-sipping-tequila-not-shooting-it/?sh=55c790955244">and the fact that tequila consumption is going up this year</a>) but with the unique bottle design.</p>

<p>On November 5th, the lightning-shaped bottle <a href="https://www.theverge.com/tldr/2020/11/5/21551970/teslas-tequila-exists-website">was launched at $250</a>; it sold out the same day. &ldquo;There was no doubt this was going to be the result,&rdquo; Verdura said. The product was produced by Nosotros Tequila, a California-based brand. Tesla decided to go with it because it &ldquo;tasted several tequilas and their tequila was the best one.&rdquo;</p>

<p>And in case you&rsquo;re wondering, the CRT is pretty happy, too. &ldquo;Today the tequila industry has someone as important as Elon Musk representing it,&rdquo; Mu&ntilde;oz said. &ldquo;This is, without a doubt, a benefit to all the tequila producers because he is giving his image as an important businessman and he is showing he wants to comply with the rules of this industry. We welcome Elon Musk and the Tesla tequila brand.&rdquo;</p>
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			<entry>
			
			<author>
				<name>Natalia Gutiérrez</name>
			</author>
			
			<title type="html"><![CDATA[Uber’s Jump bikes get a second life in Mexico City]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/2020/10/19/21523132/uber-jump-bike-mexico-city-reclaim-bicitekas" />
			<id>https://www.theverge.com/2020/10/19/21523132/uber-jump-bike-mexico-city-reclaim-bicitekas</id>
			<updated>2020-10-19T11:42:00-04:00</updated>
			<published>2020-10-19T11:42:00-04:00</published>
			<category scheme="https://www.theverge.com" term="Electric Bikes" /><category scheme="https://www.theverge.com" term="Report" /><category scheme="https://www.theverge.com" term="Ride-sharing" /><category scheme="https://www.theverge.com" term="Rideables" /><category scheme="https://www.theverge.com" term="Transportation" /><category scheme="https://www.theverge.com" term="Uber" />
							<summary type="html"><![CDATA[Uber wanted to get out of the bike business, so a Mexico City cyclist group took 1,600 bikes off the company&#8217;s hands. It&#8217;s a good thing they did &#8212; elsewhere in the world, Uber just sent them to the scrap heap.&#160; When it isn&#8217;t rescuing hundreds of bicycles from destruction, Bicitekas advocates for bikeable cities, [&#8230;]]]></summary>
			
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<p>Uber wanted to get out of the bike business, so a Mexico City cyclist group took 1,600 bikes off the company&rsquo;s hands. It&rsquo;s a good thing they did &mdash; elsewhere in the world, <a href="https://www.theverge.com/2020/5/27/21271927/uber-jump-bike-scooter-scrap-photos-video-lime-junkyard">Uber just sent them to the scrap heap</a>.&nbsp;</p>

<p>When it isn&rsquo;t rescuing hundreds of bicycles from destruction, <a href="https://bicitekas.org/">Bicitekas</a> advocates for bikeable cities, which it has done for the last 22 years. The group&rsquo;s hope in rescuing the bikes to give people who usually don&rsquo;t have access to bike-sharing programs another means of transportation. To do that, Bicitekas paid Uber a symbolic peso for each bike.&nbsp;</p>

<p>By coincidence, a few weeks earlier, Bicitekas was working on a similar project called &ldquo;<a href="https://bicitekas.org/recicletas">Recicletas</a>&rdquo; where they received old bicycles or spare parts to repair and donate the almost-new bicycles to medical staff and first responders, says Agust&iacute;n Mart&iacute;nez, the group&rsquo;s president. So far, they have repaired, assembled, and donated 113 bicycles to health workers since May. Reclaiming Uber&rsquo;s Jump bikes was an obvious way to expand their work.</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>Bicitekas paid Uber a symbolic peso for each bike</p></blockquote></figure>
<p><a href="https://www.theverge.com/2018/4/9/17213994/uber-acquires-dockless-bike-share-jump">Uber acquired Jump for $200 million</a>&nbsp;in 2018 with the goal of using the bike-share system to become a one-stop shop for urban mobility. At the time of the acquisition, Jump had 12,000 bikes in 40 cities and six countries.</p>

<p>Jump <a href="https://www.forbes.com.mx/llega-a-mexico-jump-servicio-bicicletas-electricas-uber/">arrived</a> in Mexico City in August 2019 with a little more than 2,000 bicycles. Not even a year had passed when it decided to leave the Mexican capital along with other major cities such as S&atilde;o Paulo in Brazil and Santiago in Chile. In May, after offloading Jump to Lime, Uber had to fire <a href="https://www.theverge.com/2020/5/6/21249131/uber-layoffs-coronavirus-pandemic-cost-cutting-ceo-salary">14 percent</a> of its employees worldwide due to the economic crisis from the pandemic. Lime has since <a href="https://www.theverge.com/2020/8/5/21355020/lime-jump-ebikes-app-share-rent-uber-scrapped">returned some of the bikes</a> to a handful of cities in which it operates.</p>

<p>But a majority of the bikes were sent to scrapyards. Uber sparked an <a href="https://www.theverge.com/2020/5/27/21271927/uber-jump-bike-scooter-scrap-photos-video-lime-junkyard">outcry</a> among cyclists when social media <a href="https://twitter.com/CrisMoffitt/status/1263867680420966400">photos</a> surfaced, showing the distinctive red bikes in the trash. When Bicitekas saw videos of the scrapped bicycles, they reached out to Uber&rsquo;s bike division to make a negotiation. &ldquo;We worked with repaired bicycles and there were more than a thousand bikes about to be destroyed &hellip; we just couldn&rsquo;t let that happen,&rdquo; said Mart&iacute;nez.</p>

<p>And it wasn&rsquo;t just bike advocates who were upset. Dar&iacute;o Mej&iacute;a, former chief of mechanics at Jump in Mexico City told <em>The Verge</em>, &ldquo;I felt really sad because me and my team had worked so hard to make the Jump bikes the best ones in the world.&rdquo;</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/21972034/bici_catarina2.jpeg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />
<p>The whole Jump team worked hard to save the rest of the bikes after Uber trashed 600 units that were &ldquo;almost like new,&rdquo; Mej&iacute;a said. After looking for different ways to rescue them, Jump was able to sell the rest of its bikes to Bicitekas, once the batteries were removed. Bicitekas has to pay for adjusting them: patching the frame where the battery was, making the newly non-motorized bikes lighter, and removing the Jump branding.&nbsp;</p>

<p>The bicycles were renamed &ldquo;<a href="https://twitter.com/bicicatarinas/status/1308853601268363267">Bici Catarinas</a>,&rdquo; or ladybug bikes, for their color. The cyclist group is still thinking about different ways to raise the almost $150,000 dollars they need to adapt the 1,600 Jump bikes.&nbsp;</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>The bicycles were renamed “Bici C<strike>﻿</strike>atarinas,” or ladybug bikes, for their color</p></blockquote></figure>
<p>Meanwhile, they found a way to work with one of the 16 boroughs in Mexico City and subsidize hundreds of bicycles. Bicitekas is lending 400 bicycles to Azcapotzalco, a periphery borough that is too far away from the government bike-sharing system. The local government will repair and adjust the bicycles to use within its limitations. How the group will raise the money for the other 1,200 is still uncertain.&nbsp;&nbsp;</p>

<p>Mexico City wasn&rsquo;t the only city that received some part of the Jump bicycles. The Bike Share Museum in South Florida received <a href="https://bikesharemuseum.com/the-jump-five/">five</a> and reported that another 5,000 might find new homes through other organizations. The Shared Mobility Inc. in Buffalo received <a href="https://www.buffalorising.com/2020/07/the-future-of-e-bikes-in-buffalo/">3,000</a>.&nbsp;&nbsp;</p>

<p>The pandemic brought major mobility changes in cities, benefiting cyclists. &ldquo;I&rsquo;ve been in this for 20 years and I&rsquo;ve never seen such an interest in bikes,&rdquo; said Areli Carre&oacute;n, the <a href="https://twitter.com/bikemayorcdmx?lang=en">Bike Mayor of Mexico City</a> and also a member of Bicitekas. &ldquo;In the last months, all the local governments from the 32 Mexican States had plans or were already implementing bike infrastructure in their cities. We even worked with the federal government. To see that level of political will is amazing.&rdquo;&nbsp;</p>

<p>Bicitekas has a goal of getting bikes to make up 3 percent of the trips taken in the Mexico City Metropolitan Area, according to Carre&oacute;n. Right now, 2.2 percent of trips taken are made by bikes. &ldquo;Thanks to the pandemic that goal that seemed very ambitious in January now seems more than achievable,&rdquo; Carre&oacute;n says.&nbsp;</p>

<p>For now, the project is taking its first steps &mdash;&nbsp;but Bicitekas knows that this effort is not only about rescuing bicycles. Their goal is to give a service to traditionally marginalized areas that can improve the quality of life of thousands of families, or as they put it: &rdquo;We want people to think in mobility not as a commodity but as a right.&rdquo;</p>
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