1800 Tequila and Handshake Speakeasy Launch “Obsessed with Taste” Campaign

1800® Tequila—the world’s most awarded tequila—is celebrating its uncompromising commitment to flavor with a new campaign, Obsessed with Taste.

Photos by Mónica León

In partnership with Handshake Speakeasy, recently named North America’s Best Bar for the second year in a row, the brand is launching an exclusive content series that takes viewers behind the scenes with some of the most taste-obsessed bartenders and creators. The collaboration shines a spotlight on their shared passion for craftsmanship and the pursuit of the perfect pour.

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

Named for the year tequila first began earning recognition beyond its roots in Jalisco, Mexico, 1800® Tequila is steeped in a legacy of excellence. Crafted by a family with 11 generations of tequila-making expertise, the brand made history in 1967 by introducing the world’s first Añejo tequila—setting the standard for aged expressions that followed.

Developed by 72andSunny NY, the campaign centers on Handshake Speakeasy, where head bartender Javier Rodríguez crafts a cocktail using seven carefully chosen ingredients—none more essential than 1800® Tequila, the world’s most awarded tequila, proudly served at the world’s best bar. The campaign highlights the intentionality behind each component and shines 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.

The campaign continues with the launch of The Taste Collective, a bartender education platform set to tour four cities in 2025—Chicago, New York, Los Angeles, and Miami. Designed to deepen understanding of the science behind flavor, the program helps professionals discover their unique taste profiles to refine and elevate their craft. Developed in collaboration with flavor scientist Dr. Arielle Johnson, acclaimed bartender Ignacio “Nacho” Jimenez, and award-winning chef Ana Castro, The Taste Collective offers in-person Taste Analysis sessions tailored for bartenders and drinks professionals. A digital platform launching in June will broaden the initiative’s reach, offering expert-led masterclasses and city-specific guides to connect and inspire the wider cocktail community.

“We don’t just make tequila, we obsess over it,” said Lander Otegui, Executive Vice President of Marketing at Proximo Spirits.

“1800 Tequila is the most awarded tequila1 for a reason – taste is everything to us. 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.”

Through bold storytelling and this unique partnership, 1800 Tequila invites consumers to experience our 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. For more information about 1800 Tequila, visit 1800Tequila.com.

About 1800® Tequila

1800 Tequila, the world’s most awarded tequila and the #1 super premium tequila brand in the U.S.2, 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.