1800 TequIla : The taste collective

OVERVIEW

The Taste Collective is a first-of-its-kind trade platform from 1800 Tequila, developed with taste scientist Dr. Arielle Johnson to help bartenders understand their own palate. A traveling taste analysis experience placed bartenders into one of eight taste archetypes, unlocking personalized insights and reinforcing 1800 as a brand that truly understands taste.

The program extended through masterclasses, intimate dinners, live events, and city guides across four key markets – creating a premium, community-driven experience rooted in education, culture, and hospitality.

competencies

Integrated Campaign
Digital + Social
Brand Experience

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Four taste experts, including Dr. Arielle Johnson, Chef Ana Castro, bartender Nacho Jimenez, and agave expert Jaime Salas, are standing together in a dimly lit room with a bar and TV screen in the background, smiling at the camera.

MASTER CLASSeS

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Agave expert, Jaime Salas, pointing at a digital screen with two bottle designs, '1800 Blanco' and '1800 Anejo', in a bar with shelves of liquor bottles illuminated by blue lighting.

LIVE EVENTS

People sitting at a bar tasting different colorful liquids with equipment, in a dimly lit, modern space.
Indoor event with a crowd of people socializing, illuminated by blue lighting, with the number 1800 projected on a brick wall.
Person holding a smartphone with an app that displays music or audio settings, with drinks and a bar countertop in the background.
A long dining table set for a formal event with colorful floral centerpieces, wine glasses, and place settings in a dimly lit room with blue lighting.
People participating in a scent testing event at a bar or lounge, with a large screen displaying scent options and a row of liquor bottles illuminated in blue behind the bar.
A presentation slide with colorful radar charts analyzing different personalities such as Seeker, Scholar, Host, Engineer, Impressionist, Adapter, Poet, and Idealist, displayed on a dark background with blue accent lighting in a room with seated audience.
People sitting at a decorated banquet table in a dimly lit venue with large banners displaying 1800. The scene has a wooden ceiling and walls, with stage lighting creating a vibrant atmosphere.

CITY GUIDES

PARTNERS
Agency: Sidecar
Associate Creative Director: Ryan Casey
Senior Art Director: Lauren Juenger
Senior Designer: Griffin Orser
Production (Master Classes): Take Care Productions
Director (Master Classes): Yoonha Park

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