Patrón thinks its biggest selling point is what's not in its tequila

Patrón launched a provocative outdoor ad campaign focused on what is not in its tequila to stand out amidst falling US spirits sales and market crowding. This strategy follows regulatory issues with Mexico's Tequila Regulatory Council (CRT), which previously restricted the use of the "additive-free" claim. Patrón plans for ingredient transparency to become its marketing superpower, noting that consumers are increasingly interested in product sourcing.