1800 Tequila Taste Collective’s Ignacio ‘Nacho’ Jimenez Offers Advice on Adding Culture and Community to Every Cocktail

There’s no bar without community.

For Ignacio ‘Nacho’ Jimenez—the creative mind behind Superbueno, currently ranked #2 on North America’s 50 Best Bars—bartending has always been about something deeper than recipes, ratios, or precision—it’s about people and their stories. Jimenez has built his reputation on being real, weaving culture and community into every cocktail behind every bar.

“For me, it’s always about leaning into tradition and finding a storyline that helps me connect the cocktail to a culinary tradition, a ritual, or popular beliefs in Mexican culture,” Jimenez says. That’s the heart of his process: begin with meaning, then work backward to determine what style of drink would best express that cultural touchstone. “I start with the memory, moment, or ingredient I want to convey and then work from there on what style of drink would best express that.”

But as much as he respects narrative-driven cocktails, Jimenez believes that hospitality is the real craft.

“It’s making people feel at home and welcomed at your bar,” he notes.

“Giving people a sense of belonging. They should feel like they’ve been coming for years, even if it’s their first visit.”

This philosophy is what makes Jimenez a natural fit for 1800 Tequila’s Taste Collective, a program that blends flavor science, creativity, culture, and emotional connection—and gives bartenders the tools to create better cocktails and better communities.

“Creating The Taste Collective is a testament to the values of community and innovation,” he says. “It allows me to look at 1800 Tequila and other products through a different lens that helps in our staff education at the bar.”

For Jimenez, The Taste Collective is more than an educational program, it’s a platform that mirrors what great bartending is all about: being your authentic self. “You’ll find a story that is truer to yourself and unique to you than trying to replicate what others may be doing worldwide,” says Jimenez. He insists bartenders embrace every element of their origins and journey—no one else’s.

The Taste Collective encourages bartenders to draw from their own identify—something he champions fiercely. “I tell them to embrace who they are, where they came from, their journey, every element of their lives,” he says.

Working alongside flavor scientist Dr. Arielle Johnson and chef Ana Castro has pushed that idea even further. “This has been a fun experience, especially getting to learn the science behind flavor from Dr. Arielle Johnson and collaborate with my good friend Chef Ana Castro,” he shares.

“It’s allowed me to travel to different cities, engage with bartender communities, and see how diverse our bartending community truly is.”

In other words, The Taste Collective doesn’t just teach it connects—the way Jimenez believes bartending should.

Establishing a genuine community requires more than just good intentions, though. “Go outside your comfort zone and focus on the one area of your bar or restaurant you feel the most uncomfortable or unskilled and work on that,” he says. “You need to create a community that goes beyond one that encourages diversity and inclusivity—you’ve got to support and embrace the ideas that are different from yours,” adds Jimenez.

Carrying the sincerity in these beliefs, according to Jimenez, is what will make change. Aka, you’ve got to really believe in it. “Be a champion of your community,” he insists. “Follow your network and take your job seriously, but with a touch of fun along the way. Be sincere with these beliefs and that sincerity is what creates a community that lasts.”

This sense of cultural pride while empowering bartenders to elevate their craft, share their unique stories, and make a lasting impact is exactly what The Taste Collective celebrates.

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