Tequila has been having a moment for more than a minute now, moving beyond its association as the exclusive spirit of shots and margaritas. Interest has expanded not just in the spirit itself, but in the history and culture behind the quintessential Mexican alcohol.
1800 Tequila recently announced the 12th year of its “Essential Artist Series,” a limited-edition artist collaboration founded as a mean to showcase arts in nontraditional mediums (in this case, the bottle itself).
This year Mexican multimedia artist Raúl de Nieves produced six individual works on bottles inspired by his installation "A window to the see, a spirit star chiming in the wind of wonder…" at the Henry Art Gallery at the University of Washington. Each design represents “a character on a journey of self-discovery,” per the brand.
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“This decades-long art project has produced accessible art collectibles, collaborating with some of the world's most culturally relevant artists," said Lander Otegui, senior vice president of marketing at Proximo Spirits. "We are proud to …introduce our multi-faceted and colorful Mexican culture to a U.S. audience."
Per a report by DistillVentures.com, the tequila market is expected to grow from $19.76 billion in 2022 to $30.06 billion in 2028. The report also attributes the spirit’s growth to being “deeply entwined with a broader cultural renaissance. … Tequila makers are sharing more about their rich histories, production processes, and community involvement. This narrative, coupled with tequila's deep roots in Mexican culture, offers an authentic experience that resonates with consumers.”
The 1800 Tequila Essential Artist Series 12 is available at 1800Tequila.com and in limited quantities in-store nationwide for $36.99. The limited release is promoted via a video showcasing all the bottles on the brand’s Instagram and other social media.