Misspelled Tequila Billboards

Patrón Tequila’s New Ads with Typos Call Attention to Additives

Under Mexican regulations, tequila producers are legally allowed to include up to 1% of the weight of the product in specific additives without disclosing them anywhere on the bottle label, and the newest Patrón Tequila billboards call attention to this. "Most people would never guess that their tequila might contain glycerin, oak extract, sugar-based syrup, or caramel coloring," said Roberto Ramirez-Laverde, Global Senior Vice President, Patrón Tequila. "At Patrón, we have used the same three ingredients since 1989–100% Weber Blue Agave, water, and yeast–and we believe people deserve to know what is in their glass."

Patrón's latest billboards in major United States cities call attention to ingredient transparency with misspelled messaging that cleverly shows what the spirit is made of, and what it's not, like "atrificial flvaor” and “atrificial swetness."

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