Educating Consumers Through Bold Outdoor Advertising

Patrón, the renowned tequila brand owned by Bacardi, has launched a groundbreaking campaign titled '100% Additive-Free Tequila.' This initiative aims to educate consumers about its commitment to purity, transparency, and traditional tequila-making methods.

A Bold Statement in the Tequila Industry

Created in partnership with MullenLowe Los Angeles, this campaign marks the first time Patrón is actively highlighting its additive-free heritage in a large-scale marketing push. The campaign comes at a crucial time when the tequila industry is increasingly scrutinized for its lack of transparency. Many brands use additives such as glycerin, wood extract, and caramel coloring to modify taste, texture, and color—without the need for disclosure. Patrón, however, has always stayed true to its craft, reinforcing its motto: "At Patrón, the secret ingredient is that there are no secret ingredients."

A Nationwide Outdoor Advertising Push

To spread the message effectively, Patrón is leveraging high-impact out-of-home (OOH) advertising across major US cities. The campaign features eye-catching billboards in Los Angeles and New York City, transport hub takeovers at the NY/NJ PATH and Chicago CTA, and innovative wild postings and truck wraps. These strategic placements aim to engage bartenders and tequila enthusiasts, reinforcing Patrón’s position as a leader in additive-free tequila.

“We’re excited to bring our ‘100% Additive-Free Tequila’ campaign to life in bold, unexpected ways,” said Laila Mignoni, global vice president for creative excellence at Patrón Tequila. “From massive billboards to immersive out-of-home experiences, we are reinforcing Patrón’s unwavering commitment to purity and authenticity.”

Tradition and Transparency in Every Bottle

Despite industry regulations allowing up to 1% of additives in 100% Weber Blue Agave tequila, Patrón remains dedicated to its handcrafted production process. Every bottle is meticulously made in small batches at its distillery in the Highlands of Jalisco, Mexico, without automation or mass machinery.

“We understand that consumers care deeply about what goes into their tequila,” added Ned Duggan, chief marketing officer at Patrón Tequila. “That’s why our ‘100% Additive-Free Tequila’ campaign is so important. It allows us to connect with more tequila lovers and highlight our long-standing commitment to authenticity.”

A Message of Purity and Quality

With this campaign, Patrón not only strengthens its brand identity but also raises awareness about the importance of transparency in tequila production. As more consumers seek out high-quality, naturally crafted spirits, Patrón’s '100% Additive-Free Tequila' campaign is a powerful reminder that true excellence comes from staying authentic to tradition.

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