• by Fern Siegel , February 25, 2025

 
Patrón Tequila has no surprises for its customers. That means no sweeteners. No extracts. No secret ingredients. The tequila uses only three all-natural ingredients: 100% Weber blue agave, water and yeast.  

To make that point, the brand, which debuted in 1989, launched a “100% Additive-Free Tequila” campaign.

The work includes out-of-home ads in select U.S. markets, including Los Angeles and New York City. There are also takeovers at major transport hubs, such as the NY/NJ PATH and the Chicago CTA. Truck wraps and wild postings are designed to engage bartenders and provide additive-free insights to share with their clientele, while highlighting Bacardi's transparency.

MullenLowe Los Angeles produced the creative.

According to the 2025 Bacardi Global Consumer Survey, 61% of consumers say they would choose additive-free spirits over the alternative.

Laila Mignoni, global vice president, creative excellence, Bacardi, told Agency Daily: “We’re reinforcing the brand’s dedication to quality, which has been at the heart of Patrón since day one in 1989. This message resonates with today’s consumers, who are focused more than ever on understanding what they are eating and drinking. To truly understand the depth and unique nuances between different classes of tequila, always sip your tequila near or on the rocks.” 

The tequila industry permits the use of additives under 1% in the formulation process for 100% Weber Blue Agave aged tequilas without requiring disclosure on bottle labels or in communications. Tequila drinkers may not realize their drink could contain additives, like glycerin, wood extract or caramel coloring. Additives can make a tequila taste sweeter, feel richer, look darker and smell like tequilas which have aged much longer. Additives can also correct batch-to-batch variations.

Produced in Jalisco, Mexico, Patrón, part of Bacardi Limited, hand-harvests the 100% Weber blue agave in small batches using a handcrafted production process.

“While a tequila indicates that it is "100% Weber Blue Agave,” it does not guarantee that the tequila is additive-free. Many folks in  just don’t even realize that additives in tequila are out there. The creative we’re employing is very clear, direct and in your face. Our “secret ingredient” is that we have no secret ingredients,” adds Mignoni.