Brown-Forman Sparks White Lightning  Only sparkling wines
produced with grapes from the Champagne region of France can
call themselves "champagne," while only dressings that use egg
as an emulsifier can only identify themselves "real mayonnaise."
Such regulations are called "standards of identity" that
determine what a food product must contain to be marketed under
a certain name. That generally affords consumers protection by
knowing the food or beverage they're buying really is what the
label says it is. Increasingly, however, companies are using the
standards to win a competitive edge over their rivals.  Last
month the state of Tennessee passed a bill codifying what can be
called "Tennessee whiskey," a move that has but one real
beneficiary, Jack Daniel's maker Brown-Forman (NYSE: BF-B  ) .
While the federal Alcohol and Tobacco Tax & Trade Bureau has
never officially defined Tennessee whiskey, when the U.S.
entered into the North American Free Trade Agreement, along with
recognizing Canadian whisky (yeah,