Patrón has announced its new marketing campaign focusing on the fact that all its tequila made since 1989 is free from additives. With slogans emphasizing transparency, like "Our secret ingredient is that we have no secret ingredients," the campaign aims to appeal to consumers seeking authenticity in spirits. While the Tequila Regulatory Council permits some additives, Patrón insists on the purity of its product, containing only three core ingredients: 100% weber blue agave, water, and yeast. This initiative may reignite discussions in the industry regarding the use of additives in tequila.
"Consumers are not going up to bartenders and asking for a tequila and soda and expecting to get a splash of caramel coloring or a sprinkle of glycerin," says Ned Duggan, chief marketing officer at Patrón, in an interview with Fast Company.
"Our secret ingredient is that we have no secret ingredients" and "When tequila is this good, additives don't add anything." are lines featured in Patrón's new marketing campaign.
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