The term ‘azul’ -the Spanish word for ‘blue’ – cannot be exclusively claimed by any single tequila brand, a Mexican appeals court has ruled.
The judgement, handed down by Mexico’s Eleventh Collegiate Administrative Court of the First Circuit this week, is the latest development in an ongoing trademark dispute brought by Casa Tradición, the owner of high-end tequila brand Clase Azul (below), against Casa Azul Spirits, a challenger brand founded by beverage entrepreneur Lance Collins. The ruling in favour of Casa Azul, announced in a statement issued by the company, recognised that the brand possesses sufficient distinguishing elements to establish its own identity in the marketplace.
The decision strengthens Casa Azul’s legal position in Mexico, the business claimed, following an initial adverse ruling in June 2025 that was subsequently overturned on appeal in December of that year.
“This ruling is an important milestone for Casa Azul and our commitment to protecting the brand our team has worked hard to build,” commented Collins. “We’re pleased with the court’s decision and its recognition of Casa Azul’s distinct identity.
“We look forward to continuing to grow our brand and serve our consumers.”
The appeals court granted constitutional protection to Casa Azul Spirits, and directed Mexico’s Specialised Intellectual Property Chamber (SEPI) to issue a new ruling that aligns with the findings.
The ongoing dispute underscores the growing number of legal actions surrounding trademark definitions in the rapidly expanding and crowded 100% agave tequila sector. Last year, Diageo was hit by lawsuits in the US claiming the brand owner was falsely marketing the purity of Casamigos and Don Julio.
The matter was settled last month when a federal judge dismissed a pending class action against the group.
