Patrón thinks its biggest selling point is what's not in its tequila

Patrón's outdoor ad campaign draws attention to the words tequila regulators won't let it use in its marketing. Patrón A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter. 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…