1800 Tequila’s goal was simple: build trust with bartenders. Because bartenders have serious sway with consumers – 95% of the time a bartender recommends a brand, a purchase is made.
The thing is, it’s really hard to get a bartender’s attention. They’re bombarded with free merch, complimentary bottles, big parties, and even free brand trips all over the world. But you can’t buy their trust. You have to earn it. Especially when it comes to tequila, a category rife with celebrity-backed brands, misleading labels, and even lawsuits. All of this led the trade industry to distrust mass-marketed tequila.
We needed to elevate 1800 Tequila’s perception and build an authentic connection with this target, but the standard experiential formula of a big party, merch, and tastings just wouldn’t cut it. Instead, we had to give them something deeper to care about that showcased not only 1800 Tequila’s credentials, but the brand’s commitment to bartenders and their careers. So we set out to help industry professionals do the one thing they actually care about — serve better drinks.
Introducing The Taste Collective: a science-backed platform built for bartenders, allowing them to learn more about their palate and how they experience taste.
That way, they can push the boundaries of creativity to ultimately create and serve better drinks.
To show bartenders that 1800 is not only a high-quality tequila, but one that will make them better bartenders, we focused on one singular thing: taste.
Any good bartender is obsessed with taste. They strive to create the best drink every time. But taste is a unique biological trait, just like a fingerprint. No two people have identical taste buds. Meaning, no two people taste a cocktail the same way.
So, to help industry professionals better understand their own palate, we collaborated with some of the world’s best in hospitality.
Together, we developed The Taste Analysis. This marquee component of our experiential platform came to life as a five-part taste test, resulting in a personalized reading of your palate. Bartenders were then categorized into one of eight taste archetypes. For example, “Engineers” are observant tasters, dialed into flavor patterns, who often find inspiration by reimagining classic cocktails.
The test was comprised of five parts:
Our idea came to life as an experiential roadshow with social and digital touchpoints. We traveled to Chicago, New York, and Dallas, treating bartenders to a VIP dinner, exclusive party, and our Taste Analysis workshop, where they could meet, engage with, and learn from our taste experts.
Guests were also able to continue their education after the event with access to our digital hub, featuring masterclasses and city guides from our industry experts.
But science isn’t the first thing people expect from a brand activation. Especially bartenders. So, we made sure our program looked and sounded like something this target would want to interact with. Our design focused on combining Mexican heritage with a modern, tech-forward aesthetic, fusing science with tradition. We also ensured that our science-heavy program didn’t feel too dense by working with Dr. Arielle Johnson to develop a direct yet conversational tone that bartenders could easily understand.
This educational, science-backed approach showed bartenders that 1800 understood them. We provided actionable takeaways to help them improve their skills and ultimately, advance their careers. We didn’t just invest in bartenders as potential customers; we saw them as lifelong brand advocates who could use the skills they learned through The Taste Collective to build lasting careers.
By meeting bartenders on their level, with the help of our hospitality experts, we were able to truly connect with our target. We didn’t just shout brand accolades at them; we gave them real information, backed by science and grounded in culture.
In short, we converted bartenders by giving them the tools they need to create better cocktails—which is all any bartender really cares about—while also improving 1800’s perception.
Brand Conversion & Perception:
Media Performance:
Digital Engagement & Owned Channels
Program Metrics
“The whole concept was so unique. Truly an excellent way to showcase 1800 Tequila by giving bartenders a platform to help unlock a higher level of taste.” - Dallas Bartender
