In a market serving a crowd that is particular about transparency and clarity on a label, the Consejo Regulador del Tequila (CRT) stated that tequila producers are now restricted from advertising or communicating their products as “additive-free” outright. In response to this outlandish curtailing by the CRT, Patrón’s latest marketing push, dubbed “The Censored Truth,” is stirring more than just consumer curiosity—it’s igniting debate across the tequila supply chain and behind the scenes of premium spirits programs.

The campaign, which launched this July across digital, print, and TV, features overt redaction of the obvious in order to follow in tandem with the censorship rules: lines of black ink obscuring text that hints at additive-free production. The message is clear—Patrón believes it has nothing to hide, but Mexican regulatory policy won’t let them tell the full story.
What appears to be a creative campaign is, in truth, a strategic salvo in an industry-wide tension between authenticity, regulation, and commercial positioning. For those operating bar programs or building beverage portfolios, the implications are significant.

The Real Target: CRT Regulations

Under current CRT (Consejo Regulador del Tequila) guidelines, tequila producers are forbidden from marketing their spirits as “additive-free,” even if the product qualifies. While regulations permit tequila producers to add additives to their bottles as long as it is up to 1%, producers are not compelled to disclose this to their consumers. The rules are meant to ensure consumer protections, but critics argue they hinder transparency.

Image source: Patron Tequila Website

“Our tequila is made with just three ingredients, and we think people deserve to know exactly what goes into their drink,” Roberto Ramirez-Laverde, Global Senior Vice President at Patrón Tequila, remarked in a news release. “‘Censored Truth’ is our way of doubling down on that promise – even if you need to read between the lines or we have to bleep out a few words because of efforts to restrict what we can share. Regardless of the words that are there or not there, our vision behind this campaign is simple: Patrón has no secret ingredients, and that’s exactly what we want everyone to know.”

Why This Matters to Bar Programs

If you oversee a tequila-forward menu or premium agave list, this campaign—and the regulatory rift behind it—should be on your radar.

1. Consumer Demand Is Rising for Authentic Spirits: Patrón’s gamble comes at a time when drinkers—especially premium and Gen Z segments—are demanding transparency, sustainability, and craft integrity. “Additive-free” is becoming a shorthand for authenticity, and right now, the CRT is preventing producers from using that language.
2. Operators Are Caught in the Middle: Bar managers and beverage directors are tasked with curating meaningful spirits programs, but face legal gray areas when describing brands. Patrón’s campaign is now the tip of the spear in an identity crisis that could redefine how tequila is sold and served in the U.S.
3. Marketing Strategy Is Becoming Advocacy: This is more than a product push. It’s an escalation in how major brands use brand activism to pressure regulatory bodies and educate trade professionals. The strategy mirrors tactics seen in the wine, beer, and CBD sectors, where producers make transparency fights public to reshape policy and public opinion.

Image source: Patron Tequila Website

What to Watch

• CRT Reaction: The council has already voiced concern, but if pressure mounts from U.S. importers and multinational brands, enforcement or messaging policy may evolve.
• Competitor Response: Will smaller additive-free tequila brands follow suit with their own educational campaigns? If they do, expect a shift in bartender training, guest education, and point of sale (POS) storytelling.
• Bar Program Adjustments: Operators may consider tightening their agave curation standards, spotlighting additive-free brands—even without labeling—and leaning on back-of-house staff training to communicate the distinction tableside.

Bottom Line for the Trade

This isn’t just about Patrón. It’s about how regulatory blind spots in a $14B global category are creating both risk and opportunity for beverage leaders. In a market where consumers increasingly seek transparency and make purchasing decisions based on what they value—clean ingredients, authenticity, and quality—labels like “additive-free” offer more than just a marketing hook. They provide context for pricing, reinforce brand credibility, and give products a clear edge in a competitive lineup where such distinctions can influence buying behavior.

Patrón just threw down the gauntlet. The rest of the category—and the bars that serve it—need to decide whether to play it safe or play it smart. If the additive-free movement gains traction—as “natural wine” and “clean spirits” once did—program directors who understand the nuance and can educate guests without relying on label language will have an upper hand.

Header: Patrón highlights lack of transparency in tequila sector. Patron Tequila

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