• by Fern Siegel , May 10, 2023

Tequila has passed the popularity test.

It's now the second-most-valuable spirits category in the U.S., surpassing American whiskey, according to IWSR, which racks alcohol trends.

In fact, tequila is forecast to overtake vodka in 2023 as the biggest category by value. IWSR says agave spirits contributed $1.6 billion to the spirits industry in 2022. (Tequila is made from the blue agave plant.)

One of the most esteemed contributors to the category, 1800 Tequila, is celebrating its singular taste and sensibility with a new campaign. The two spots feature Carmelo Anthony, an NBA All-Sar, and Latin singer-songwriter Ozuna, the brand’s newest taste makers, respectively.

This is the brand’s first campaign since 72andSunny was appointed its creative agency in 2022. The spots were directed by Ricky Said, who also directed music videos for Beyoncé.

The work runs across TV, digital, social, out-of-home ads and in-store.

In “Barbershop,” Ozuna waits for a haircut as his hairdresser pours him a glass of 1800 Cristalino. That simple gesture transforms the moment into a party. 

Anthony is the center of “Courtside 1800.” He’s courtside watching a basketball game when served 1800 Cristalino, noting: “Taste is not an option. Taste is everything.” As he reaches for a glass, his team makes the winning shot into a crystallized basketball hoop.

“1800 Tequila is passionate about representing the best taste in tequila and in life,” says Lander Otegui, SVP, marketing at Proximo Spirits, which imports and distributes it. “We toast to 72andSunny, our new creative agency of record, our collaborators Carmelo Anthony and Ozuna, and Ricky Saiz, our campaign director, for elevating the 1800 Cristalino experience for drinkers.”

The brand also created a pop-up and online “1800 Taste Tiendita” celebrating the heritage and creativity of Mexican and Mexican-American emerging artists with an array of 1800-inspired custom items. These items are available for consumer purchase for a limited time on 1800TasteTiendita.com.

1800 Tequila is produced in Mexico and distributed by Casa Cuervo. It was introduced in 1975 and named after the year the first batch of tequila was produced. The 1800 tequila received the Silver Medal for Best Agave/Tequila at the 2021 New York International Spirits Awards Competition. The 1800 Aejo received the Best Agave/Tequila award.

Last year, 1800 was named the official tequila of the Chicago White Sox and the official margarita of the Chicago White Sox.