Patrón is betting that what’s missing from its bottles can set it apart, as US spirits sales fall and the premium tequila category becomes increasingly crowded.
Patrón is rolling out the latest iteration of a provocative campaign that plays on the words it’s not allowed to use in its marketing, the company exclusively told CMO Insider.
Last year, Mexico’s Tequila Regulatory Council, the CRT, briefly removed Patrón’s official NOM compliance mark and halted its border exports after the brand refused to remove its “100% additive free” messaging from its marketing. The CRT bars tequila producers from marketing their products as “additive-free”…
