Key Takeaways:
- 1800 Tequila launched a new campaign in partnership with Handshake Speakeasy, which was recently named the Best Bar in North America for 2025.
- "Obsessed with Taste" features head bartender Javier Rodríguez, crafting a cocktail using seven unique ingredients, with 1800 Tequila Blanco as the central element.
- The campaign also introduces "The Taste Collective," a bartender education platform touring four U.S. cities, focusing on the science of taste and sensory skills development.
1800 Tequila’s new campaign clearly shows why it remains "the world’s most awarded tequila brand."
Its latest partnership with Handshake Speakeasy, which was recently named Best Bar in North America for 2025, puts craftsmanship and quality ingredients at the forefront.
“Obsessed with Taste” puts Handshake Speakeasy Head Bartender Javier Rodríguez in the spotlight.
He prepares a cocktail using seven distinct ingredients, with 1800 Cristalino Tequila, "the brand's number one selling expression," as the centerpiece.
Conceptualized by creative partner 72andSunny NY, the hero spot is visually captivating, with Rodríguez's narration driving the simple message across:
"We created a cocktail using seven unique ingredients. The most important one? 1800 Tequila. Just as obsessed with taste and quality as we are."
The 30-second spot closes with an awe-inspiring statement: "The world's most awarded tequila proudly poured at the World's Best Bar."
"Obsessed with Taste" also includes a content series with a behind-the-scenes peek at the craft and care that the most passionate bartenders and creators pour into their work.
Juliana Cobb, head of creative at 72andSunny NY, shared with DesignRush how the campaign is founded on the fact that "true craftsmanship demands relentless dedication."
"To bring this obsession with craft to life, 1800 Tequila partnered with Handshake Speakeasy and tapped its bartenders to not just create the perfect cocktail, but to star in the campaign themselves, as their artistry and authenticity reflect the brand’s passion for taste and raising the bar.”
Handshake Speakeasy Co-Founder Rodrigo Urraca added in a press release that the secret to maintaining excellence in craft and flavor 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."
Watching the commercial, I’m struck by the intensity and focus that Rodríguez applies when creating a cocktail.
It was able to truly showcase mixology at its finest, and I was able to really feel his dedication to his craft, all in just 30 seconds.
From a business standpoint, this latest campaign demonstrates how genuine storytelling can deepen customer engagement and strengthen premium brand status.
This approach also reflects a growing trend in the spirits industry where brands invest in genuine skill development to build loyalty and raise standards across the category.
Educating Bartenders Across the U.S.
As part of the campaign, 1800 Tequila is proving its commitment to bartender education through “The Taste Collective.”
The program will visit Chicago, New York, Los Angeles, and Miami this year, offering bartenders a chance to explore taste science and understand their personal flavor profiles.
The initiative was developed with flavor scientist Dr. Arielle Johnson, veteran bartender Ignacio “Nacho” Jimenez, and award-winning chef Ana Castro.
It will include in-person taste analysis sessions and will launch a digital platform featuring expert lessons and city-specific guides.
I think this is a well-thought-out effort to enhance skills while building a community around the craft and the brand.
Meanwhile, another 15-second commercial highlights how the 1800 Blanco Tequila is made only with 100% blue Weber agave, water, and yeast.
The slow cooking process in traditional masonry ovens for over 36 hours, combined with double distillation in copper pot stills.
And this creates the smooth, medium-bodied flavor that sets this tequila apart worldwide.
1800 Tequila’s rich heritage spans 11 generations of tequila-making in Jalisco, Mexico.
Combining this history with a focus on delivering high-quality flavor meets the demands of modern and younger consumers who seek authenticity and a refined drinking experience.
For brand strategy agencies, it shows that using hands-on education in campaigns can create more meaningful connections with consumers and industry professionals.
New tequila brand Pantalones, meanwhile, capitalized on its co-founders' celebrity status to promote its drink, with Matthew and Camila McConaughey going pantless for Cinco de Mayo.
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