• by Fern Siegel , Yesterday

1800 Tequila is touting its artistry.

The “Obsessed with Taste” spot runs on linear TV, CTV/streaming, OLV and social — Meta, Tik Tok and Snapchat.

Created by 72andSunny, the work is a collaboration with Handshake Speakeasy in Mexico City, named the World’s Best Bar in 2024 and recently crowned the Best Bar in North America for 2025. The ad highlights the brand's Mexican heritage and features head bartender Javier Rodriìguez crafting a cocktail made with seven unique ingredients — including 1800 Tequila.

1800 Tequila takes its name from the year tequila gained recognition beyond Jalisco, Mexico. Created by a family with 11 generations of tequila-making heritage, 1800 Tequila introduced the world's first Añejo tequila in 1967, setting the standard for aged tequila.

“Whether you're just beginning your tequila journey or have long appreciated the spirit, we believe that great taste is where it all begins. 1800 Tequila constantly pushes the boundaries of taste, blending heritage with innovation to redefine what exceptional tequila can be,” Lander Otegui, executive vice president of marketing at Proximo Spirits, told Out to Launch.

The campaign continues with a bartender education platform named "The Taste Collective," which tours four cities: Chicago, New York, Los Angeles and Miami.