The Taste Collective by 1800 Tequila
Photos by Mónica León
1800® Tequila—the world’s most awarded tequila—is celebrating its commitment to pushing the boundaries of taste with a new initiative, The Taste Collective, a first-ever bartender education and content series that brings the brand’s Obsessed with Taste campaign to life.
Taste Collective is a breakthrough platform designed to help bartenders unlock a deeper, more personal understanding of taste. At its core is the Taste Analysis—a first-of-its-kind tool developed in partnership with leading scientists and industry experts, including renowned flavor expert Dr. Arielle Johnson, acclaimed bartender Ignacio “Nacho” Jimenez, and award-winning chef Ana Castro. Grounded in cutting-edge science, this analysis reveals how each individual experiences flavor, offering practical insights that bartenders can use to elevate their craft.
For bartenders, taste is everything—but few are ever taught how it truly works. Through immersive workshops, expert-led master classes, and curated city experiences.
1800 Tequila is redefining how bartenders explore their palate, push creative boundaries, and connect through the art of flavor—all through a science-backed, specialized approach to understanding how bartenders experience taste.
Taste Collective is also an opportunity to celebrate the brand’s heritage and explore the profound influence of Mexican culture across the country. That legacy dates to 1967, when 1800 Tequila’s 11th generation tequila-making family introduced the world’s first Añejo tequila. 1800 Tequila takes its name from a time when its family received the first-ever license to produce, transport, and sell tequila across Mexico. Since then, a singular driving force has guided 1800 Tequila: to push the boundaries of taste. Decades of dedication, hard work, passion, and cultural pride, 1800 earned its claim as the World’s Most Awarded Tequila.
“We don’t just make tequila; we obsess over it,” says Lander Otegui, Executive Vice President of Marketing at Proximo Spirits.
“1800 Tequila is the most awarded tequila for a reason—taste is everything to us. We’ll continue obsessing over the smallest details in every tequila we craft, and now, through Taste Collective, we’re inviting people to experience that passion firsthand—to see how taste sits at the heart of everything we do.”
That same passion for taste inspired the brand’s newest campaign: Obsessed With Taste. This bold, content-driven initiative brings the brand’s flavor philosophy to life though a collaboration with Handshake Speakeasy—recently named North America’s Best Bar for the second year in a row. 1800 Tequila launched this exclusive series that takes viewers behind the scenes with some of the most dedicated bartenders and creators. Together, they’re crafting an experience that fuses Mexican hospitality and a shared passion for craftsmanship.
Developed by 72andSunny NY, the feature centers on Handshake Speakeasy, where head bartender Javier Rodríguez crafts a cocktail using seven carefully chosen ingredients—none more essential than 1800 Tequila. The intentionality behind each component is highlighted with a spotlight on the brand’s top-selling expression, 1800 Blanco Tequila.
Made with just three ingredients—100% blue Weber agave, water, and yeast—1800 Blanco is slow-cooked in traditional masonry ovens for over 36 hours, then double distilled in copper pot stills to achieve its signature smooth, medium-bodied flavor.
“At Handshake, we believe perfection lives in the details—every drop, every gesture, every pour,” explains Rodrigo Urraca, co-founder of Handshake Speakeasy.
“Like 1800 Tequila, we are obsessed with craft and flavor, but the secret is to keep pushing and never settle. Each cocktail reflects hours of preparation, and this collaboration is all about sharing that passion and the spirit of Mexican hospitality.”
Through bold storytelling and unique partnerships, 1800 Tequila invites consumers to experience a unique blend of history, craftsmanship, and forward-thinking taste. Whether enjoyed neat, on the rocks, or in your favorite cocktail, 1800 Tequila is the perfect way to elevate life’s special moments with exceptional taste. And this is just the beginning because when you are obsessed with taste, the pursuit never ends.
About 1800® Tequila
1800 Tequila, the world’s most awarded tequila and the #1 super premium tequila brand in the U.S.A, is made with 100% blue Weber agave harvested at its peak in Tequila, Mexico and crafted by a family with 11 generations of tequila-making history. Now, as the best taste in tequila, 1800 Tequila has reached category leadership through its liquid superiority and creation of the first official Añejo tequila, deep-rooted Mexican heritage and culture-driving collaborations with musicians and artists. The iconic bottle is also recognized for its trapezoidal shape, reminiscent of Mayan stone pyramids found throughout Mexico. Visit 1800Tequila.com and follow on Instagram @1800tequila to learn more about the 1800 Tequila portfolio.
The post 1800 Tequila Deepens its Taste Legacy with Launch of The Taste Collective appeared first on Chilled Magazine.
Source: Mixology News
