Food and beverage
July 10, 2025
Launched July 9 in the U.S., the effort uses redacted text, bleeped-out audio and provocative outdoor visuals to invite drinkers to "read between the lines." Image credit: Patrón
By Amirah Keaton
Mexican spirits giant Patrón is confronting outdated spirits industry standards.
{"ct":"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","iv":"b07962acced0a0d4af66e8017df7a3bc","s":"4417b6f54bd29a77"}
Share your thoughts. Click here