Patrón highlights lack of transparency in tequila sector

Patrón Tequila has launched a new campaign in the U.S. called "Censored Truth", spotlighting the lack of transparency in the tequila industry regarding the use of additives. The campaign draws attention to the restrictions faced by producers like Patrón who use only three ingredients—100 percent Weber Blue Agave, water, and yeast, but are unable to explicitly state their additive-free status due to industry regulations.

Using censored visuals, bleeped audio and redacted language, the campaign encourages consumers to “read between the lines” and question what's really in their tequila. Highlights include out-of-home ads in major cities, censored train wraps in Chicago, and activations during Tales of the Cocktail in New Orleans from July 22–23.

Patrón is not challenging the legality of permitted additives under 1 percent in 100 percent agave tequilas but is advocating for the right to openly state its clean-label commitment. The initiative builds on its earlier three-ingredient campaign and reinforces its message of transparency and purity.