1800 isn’t just any old tequila. Its legacy as a super-premium 100% Weber blue agave distilled spirit with a 220-year heritage has earned it an enviable reputation among premium partygoers, but also the coveted title as the world’s most awarded tequila family. Despite this, compared to its competition, the brand is relatively unknown, leading to us being asked to help grow its social following and general brand awareness while being cost-effective. Our solution: Bring this hidden gem to the world through a global social strategy that repurposed existing creative and used Instagram reels to facilitate paid and generated content streams.

100% Weber blue agave, hand-harvested, distilled and crafted according to a 222-year-old recipe – it’s no wonder 1800 has become the world’s most awarded tequila family. But, despite having garnered a loyal fanbase of partygoers with a taste for the finer things, the super-premium brand remained the best-kept secret hiding in plain sight. Tasked with helping 1800 grow its social following and awareness, all the while building upon its legacy and heritage, we knew we didn’t have to reinvent the wheel, but rather present it in a new light.

To remain cost-effective, we repurposed the brand’s bank of existing creative, reimagining and repacking it as a global, social-ready toolkit that ensures global brand consistency while retaining flexibility. Leaning into its brand design, and elements such as its Mayan pyramid-inspired bottle, we created a premium look and feel geared for visual storytelling. This entailed an Instagram-reel-focused content platform that was tailored for both paid and generated content streams, creating synergy between intrinsic messaging and its authentic brand story.

Creating the connection.

Inspired by the brand’s purpose of celebration, we honoured its extraordinary heritage. This allowed us to establish a global brand tone and social brand experience as smooth and premium as the taste of 1800 tequila.

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