1800 Tequila announced the launch of a new branding campaign, “Obsessed with Taste.” In collaboration with Handshake Speakeasy, 1800 Tequila is unveiling a content series that offers a behind-the-scenes look at the artistry and precision of the most taste-obsessed bartenders and creators. The partnership highlights the shared dedication to craftsmanship and the pursuit of the perfect sip.

“At Handshake, we believe perfection lives in the details – every drop, every gesture, every pour,” Rodrigo Urraca, co-founder, Handshake Speakeasy, said in a news release. “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.”

1800 Tequila takes its name from the year tequila began gaining recognition beyond its humble origins in Jalisco, Mexico. Created by a family with 11 generations of tequila-making heritage, 1800 Tequila introduced the world’s first Añejo tequila in 1967, setting the standard for aged tequila.

Conceived by the brand’s creative partners at 72andSunny NY, the campaign spotlights Handshake Speakeasy as its head bartender, Javier Rodríguez, crafts a cocktail made with seven unique ingredients, including 1800 Tequila. 

The campaign emphasizes how every ingredient serves a purpose and promotes the brand’s number one selling expression 1800 Blanco Tequila. Made from just three ingredients: 100% blue Weber agave, water, and yeast – 1800 Blanco is slow-cooked in traditional masonry ovens for over 36 hours and double distilled in copper pot stills, resulting in its signature smooth, medium-bodied flavor.

The campaign extends with a bartender education platform named “The Taste Collective,” which tours four cities in 2025: Chicago, New York, Los Angeles, and Miami. The Taste Collective will explore the science of taste and is designed to help professionals better understand their individual taste profiles to enhance their craft. 

Created in collaboration with flavor scientist Dr. Arielle Johnson, legendary bartender Ignacio “Nacho” Jimenez, and celebrated chef Ana Castro, the program offers in-person Taste Analysis sessions for bartenders and drinks professionals. A digital platform launching in June will expand access with expert-led masterclasses and city-specific guides, connecting the program to a broader cocktail community.

“We don’t just make tequila, we obsess over it,” Lander Otegui, Executive Vice President of Marketing at Proximo Spirits, said. “We’ll continue obsessing over the smallest details in every tequila we craft, and now, through the Taste Collective, we’re inviting people to experience that passion firsthand – to see how taste sits at the heart of everything we do.”

Read more: 1800 Tequila Announces 12th Edition Essential Artist Series

About 1800 Tequila

1800 Tequila 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. The bottle is also recognized for its trapezoidal shape, reminiscent of Mayan stone pyramids found throughout Mexico. For more information, visit 1800Tequila.com.