The world is a place that works in straight lines, a place populated by herds and governed by the gravity of a long-held belief, for example that the only spirits to be seen drinking are vodka or whisky, or that tequila is just for parties and shooting. 1800 Tequila holds that it is the people who carve their own path, who wave goodbye to the herd and who defy the gravity of convention that make the world interesting. We branded and positioned 1800, Cuervo’s super premium tequila, to reach this market and show that this drink is one for savouring, and will make you think differently about tequila.

We are talking to men aged from their late twenties to their early forties, around the world. They see themselves as opinion-forming leaders who are not afraid to set trends by taking things ‘in a different direction’. They are tastemakers, independent thinkers, people who want to make a statement, self-confident and masculine but not macho.

Running internationally across the UK, Brazil, Australia and South Korea the branding campaign consist of outdoor, press and instore communications. We even produced our own glasses for on-trade in the same angle as the bottle, showing the discerning drinker that 1800 is not for most people.