‘David and Goliath’: Additive Free Alliance Stands Its Ground Against Lawsuit From Tequila Regulators

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Additive Free Alliance founder Grover Sanschagrin has publicly responded to a lawsuit filed against the organization by the Tequila Regulatory Council. The statement represents the latest development in a long-unwinding saga that has pitted the industry's sole regulator against a fast-growing non-profit aiming to highlight issues of transparency and additive use in tequila production. On March 4, the CRT filed a lawsuit accusing the organization of trademark infringement, alleging that Sanschagrin's additive-free program violated the CRT's authority as the sole certifier of tequila. Launched in 2020 as an offshoot of the popular website Tequila Matchmaker, the Alliance offered third-party evaluations that tested tequilas for substances including glycerin, oak extract and caramel coloring. The CRT asserts that the program "misled" consumers. In its suit, the regulator accused the Additive Free Alliance of "false and misleading advertising claims," further alleging that "Defendants have been representing themselves as certifiers of Tequila, and more specifically, by falsely certifying Tequilas as ‘additive free.’” In a response published Friday, Sanschagrin notes that the additive-free testing program ceased operations at the end of last year. Neither Tequila Matchmaker nor the Additive Free Alliance currently lists any tequilas as confirmed additive-free. The decision was made in an attempt to protect distillers from retribution and legal action at the hands of the CRT, which had allegedly sent threatening letters to brands sometime in October. Sanschagrin implores the community to donate to a legal defense fund as the organization gears up to fight the case in federal court.

"The Tequila Matchmaker app and our community have become too influential and that's making certain people nervous," Sanschagrin said. "This is a David and Goliath fight at a time when big money, big brands and bullies often win, and we hope that you will help us fight and show support by donating something, anything, to our legal defense fund."

 

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Tensions between the Sanschagrins and regulators have been brewing for years. In January 2024, the CRT publicly denounced additive-free stickers that were briefly rolled out on select brands like Fortaleza and Cazcanes. The CRT even hinted at plans to create its own additive-free certification program, specifics of which have yet to be defined over a year later. The conflict escalated last March when agents from the Jalisco Attorney General's office raided a home owned by Grover and Scarlet Sanschagrin in Guadalajara, Mexico. The CRT had reportedly alerted authorities that the residence was being used to produce alcoholic beverages without a license. In a video shared with Alerta Jalisco, armed police officers were seen using a door-breaching ram to enter the premises. Though no arrests were made, hundreds of glass bottles, jars and assorted packaging were reportedly seized. In light of the CRT's clear opposition to the movement, it's hard to say what will come of additive-free discourse in months and years to come. However, the debate is far from over. At the end of last month, Patrón waded into the discourse with a marketing campaign boasting its "no secret ingredients" additive-free recipe. Consumers can now find the ads plastered onto billboards, truck wraps and transport hubs in states like New York, New Jersey and Illinois. Crucially, it should be noted that the brand is advertising — not labeling — its products as additive-free. Whether or not that's enough to draw the ire of regulators is yet to be seen. If Patrón's campaign can be pulled off without legal repercussions, other brands may gain confidence in their additive-free messaging. However, it is worth noting that Patrón is owned by Bacardi, a multi-billion-dollar international conglomerate well suited to financing an uphill battle. As is unfortunately often the case, the biggest losers in the debate will ultimately prove to be smaller, independent brands that don't have the resources to make a stand. [callout-app-promo]