February 1, 1999
Mexico yanks tequila with tough name from shelves

                  GUADLAJARA, Mexico (Reuters) -- The Spanish word "cabron" in
                  Mexico can mean either bastard or boss, but authorities have deemed that
                  the commonly used appellation is not an acceptable name for a brand of

                  "Tequila Cabron" was yanked from store shelves this past weekend in
                  straight-laced Guadalajara, Mexico's second city known as the home of
                  mariachi music and the drink that often accompanies it, which is named after
                  the nearby town of Tequila.

                  Officials at the Federal Consumer Protection Agency ruled the name too
                  profane for the country's national drink, fining its distributor, Tecabroniza
                  S.A., some $27,500.

                  "Cabron" means literally "male goat" in Spanish but when used in anger in
                  Mexico, the nearest English equivalent would be "bastard." However, the
                  word is rich with subtle variants of usage, and often comes up in a chat
                  between close friends or to describe a forceful authority figure.

                  The makers of "Tequila Cabron" said they had the latter usage in mind when
                  they began marketing late last year their beverage that quickly became a
                  local hot seller.

                  "We didn't know that name was prohibited," Tecabroniza spokesman
                  Guillermo Zavala. "We even explained on the bottle that it refers to the
                  female goat's mate. It's a common word that all Mexicans use, it's not
                  offensive, and can even be used to praise someone."

                  Zavala, however, said the company would change the tequila's name and
                  seek to have the fine lowered.

                   Copyright 1999 Reuters.