Can he slap whatever he wants to on the label? I didn't know that. Silver is on the approved application and Platinum is on the label. It appears that he has avoided any relevant TTB requirements by announcing a name change in a PR without making any submission to the TTB.....unless they made such a submission in the last 5 days and there is no public notice requirement. There's a list of things that an applicant can do to a label and I don't see changing the Fanciful Name on it anywhere. http://www.ttb.gov/forms/f510031.pdf Maybe I missed it.
"The "Platinum" fanciful name replaces the "Silver" to emphasize the premium nature of this very high end and unique brand."
But is the approved label for what is normally thought of as a Silver tequila? Is it clear? If so, it's obviously not the aged, anejo tequila that is supposed to command a $55/bottle retail price.