Patrón Tequila Has Unveiled a New Campaign Spotlighting its 100% Additive-Free Tequila, Highlighting the Brand’s Longstanding Commitment to an Additive-Free Legacy

Patrón Tequila Has Unveiled a New Campaign Spotlighting its 100% Additive-Free Tequila, Highlighting the Brand’s Longstanding Commitment to an Additive-Free Legacy

PATRÓN® Tequila, the globe's top super-premium tequila*, has kicked off its "100% Additive-Free Tequila" campaign, spotlighting its heritage of purity and artisanal craftsmanship. Since its founding in 1989, PATRÓN has stayed true to creating exceptional tequila with just three natural components: 100% Weber Blue Agave, water, and yeast—no sweeteners, extracts, or hidden extras.

Today’s consumers are increasingly mindful of what they drink, with 61% globally preferring additive-free spirits, per the 2025 Bacardi Global Consumer Survey. PATRÓN is stepping up to meet this shift, reinforcing its leadership by sticking to its no-additives ethos. As they put it, the only "secret" in PATRÓN Tequila is that there are no secrets.

"Consumers want to know what’s in their tequila," explains Ned Duggan, Chief Marketing Officer at PATRÓN Tequila. "Our '100% Additive-Free Tequila' campaign bridges that gap, letting us reach more tequila fans and underline our dedication to keeping things pure from day one. We’ve never cut corners on our meticulous process or top-tier ingredients—when your tequila’s this good, additives bring nothing to the table. With PATRÓN, people can trust they’re enjoying a handcrafted, additive-free spirit."

The campaign, rolling out this month, puts PATRÓN’s commitment to transparency front and center. Key elements include:

Striking out-of-home ads in major U.S. cities like Los Angeles and New York

Bold takeovers at transit hubs such as the NY/NJ PATH and Chicago CTA

Truck wraps and wild postings aimed at bartenders, offering additive-free insights to share with guests

"We’re thrilled to launch this campaign with flair and surprise," says Laila Mignoni, Global Vice President for Creative Excellence at PATRÓN Tequila. "From standout billboards and displays that celebrate our no-secrets approach, to eye-catching truck wraps and a one-ingredient cocktail book for bartenders and the trade, we’re shaking up how people connect with PATRÓN. We’re proud of our 100% additive-free tequila and want everyone to know there’s no hidden catch."

While the tequila industry allows up to 1% additives—like glycerin, wood extract, or caramel coloring—in 100% Weber Blue Agave aged tequilas without labeling them, many drinkers remain unaware of what’s in their glass. These additives can tweak sweetness, texture, color, or aroma, and smooth out inconsistencies. PATRÓN, however, opts out entirely.

Crafted in small batches in Jalisco, Mexico’s Highlands, PATRÓN relies on a painstaking, hands-on process at Hacienda PATRÓN. It’s this dedication—plus an obsession with quality—that keeps PATRÓN additive-free.

With this campaign, PATRÓN is spreading the word nationwide, shedding light on additives and proudly showcasing why it stands apart. No additives, no secrets, no disclaimers—just 100% additive-free PATRÓN Tequila.

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About PATRÓN Tequila

From hand-harvesting the highest-quality 100% Weber Blue Agave, to the traditional, time-honored distillation process and individual labeling, numbering, and inspection of each bottle, PATRÓN Tequila is crafted with meticulous precision and care. Though PATRÓN has grown to become one of the most recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship. For more information about PATRÓN Tequilas and Liqueurs, please visit www.patrontequila.com.The perfect way to enjoy PATRÓN is responsibly.

PATRÓN is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

THE PERFECT WAY TO ENJOY PATRÓN IS RESPONSIBLY.