Bottle-shape and branding are massive factors in the global spirits market, so when a world number one brand makes the decision to significantly change its look it’s a big deal.

For the team behind 1800 Tequila, the decision to update the iconic bottle shape was not taken lightly, and the refresh comes with some key elements that will also make life easier for the pubs, bars and bottleshops around the world stocking premium tequila.

The old-shaped 1800 bottle – inspired by the Mayan pyramids that are scattered across Mexico – has been slimmed down and made taller. Meaning it is easier than ever to slot into back bars where space is at a premium, while maintaining its eye-catching design.

According to the most recent IWSR figures, 1800 Tequila is now the world’s number one selling premium tequila, so it’s a great upsell tequila proposition for every venue – the bottles stand out on a crowded back bar and with the anti-tamper seal removed, it’s easier than ever to upgrade customers.

And in terms of that upsell, 1800 has a solid pedigree in the tequila world. Proximo Tequila Specialist Hayley Dixon explains that one of the most important things, when it comes to the liquid, is the fact 1800, as a part of Casa Cuervo, has been making tequila longer than anyone else.

“All the expertise that is behind Jose Cuervo is creating 1800, so we are looking at over 260 years of experience in the industry and honing in on the traditions and skills required for making tequila.”

She added: “In terms of the credentials of the liquid, it’s a highland tequila and it is more tropical fruit and more floral than lowland tequilas, which is great for consumers who can find lowlands a bit punchy and mineral-driven, so that fruitiness is a great appeal.

“When you look at the Reposado and the Añejo, we age those in new French and American oak, so we’re not using any ex-bourbon or ex-Cognac barrels. We get new barrels and char them on site and blend the liquid from both French and American oak.

“The great thing about 1800 is that it is a really great upsell into your margaritas or palomas, but also to experiment with in your cocktail list. Because it works great as a mixing tequila, with its floral notes, it’s a really easy upsell for bartenders from their speed rail.

“And now it fits behind the back bar and the tamper seal has gone, it’s awesome for venues particularly if you are pre-batching and it’s also easier in your hand when you are pouring now with that taller, slimmer design.”

So now the world’s number one premium tequila is available in a sleeker, easier-to-handle bottle, which fits better in the hand on and the shelf. The anti-tamper seal has been removed making easier to use both on the speed rail and for pre-batching and it can deliver great margins.

Proximo’s Tequila Specialist Hayley Dixon is also available for masterclasses to help understand how best to use 1800 and how to upsell, so there has never been a better time to contact your Proximo Area Manager and stock the perfect premium tequila.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.