1800 Tequila
A Mexican 100% blue Weber agave tequila brand owned by the Beckmann family and associated with the José Cuervo portfolio.
Last updated September 23, 2026
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Overview
1800 Tequila is a Mexican tequila brand owned by the Beckmann family, whose business interests also include José Cuervo. The tequila is made from 100% blue Weber agave and bottled in Jalisco, Mexico. In the United States, distribution has been handled by Proximo Spirits, a Beckmann family company, since 2008. The brand is sold internationally and is positioned across both sipping and cocktail occasions. The brand was originally known as Cuervo 1800 Tequila and was introduced as a premium sipping tequila in 1967. Its first expression, 1800 Añejo, was launched on December 4 of that year. The name 1800 refers to the traditional account that tequila was first successfully aged in oak casks around that year; it is not the brand's founding date. The range later broadened with Silver and Reposado expressions in 2004, followed by additional products including Select Silver, flavored tequila, Cristalino, Milenio, Guachimonton, and prepared margaritas. 1800's visual identity is closely tied to Mexican cultural references. Its trapezoidal bottle is designed to evoke the stepped forms of Mayan pyramids, and earlier packaging incorporated a cap that could be used as a shot glass. The brand crest combines a Mayan pyramid, a cross, the initials JB associated with owner Juan Domingo Beckmann, and a Spanish-language statement of values centered on work, passion, and honesty. The brand has also used limited-edition packaging and art collaborations to distinguish itself in the premium spirits market. The Essential Artist Series, first released in 2008, presented collectible bottle designs by artists. A second series in 2009 included a design from Studio Number One, associated with Shepard Fairey, as well as designs selected from a large public submission process. These initiatives complemented the brand's broader lifestyle, cocktail, and international marketing approach. Today, 1800 Tequila spans unaged, rested, aged, cristalino, flavored, and ready-to-serve formats. Its portfolio allows the brand to address neat sipping, premium cocktail preparation, casual mixed drinks, and gift or collectible packaging occasions. Public sources do not establish a separate corporate headquarters, a publicly traded listing, or a complete chronology of brand executives.
History
1800 Tequila emerged in Mexico as a premium tequila associated with the Beckmann family's tequila interests and the José Cuervo portfolio. The brand was initially called Cuervo 1800 Tequila and is generally dated to 1967, when its first product, 1800 Añejo, was introduced on December 4. The number in the name refers to the historical tradition that tequila was first successfully matured in oak casks around 1800. It therefore serves as a historical reference rather than a claim that the brand was founded in that year. The brand's production identity is based on 100% blue Weber agave, with bottling in Jalisco, Mexico. Its initial identity was oriented toward premium sipping, but its portfolio subsequently expanded to cover a broad range of tequila styles. Silver and Reposado labels were introduced in 2004, giving the brand both an unaged expression and a rested, barrel-influenced option alongside Añejo. In 2006, 1800 added The Ultimate Margarita, a prepared cocktail made with 1800 Silver, extending the brand into ready-to-serve consumption. In 2008, Proximo Spirits began distributing 1800 Tequila in the United States. The same year saw the introduction of Select Silver and the first Essential Artist Series. The latter used limited-edition bottle artwork to connect the spirits product with contemporary art and collectible packaging. A second series followed in 2009, combining a commissioned bottle associated with Studio Number One and designs chosen from a large online submission process. Later collections varied in size, with more recent releases described as six-bottle sets. Packaging has remained a central part of the brand's recognition. The bottle's trapezoidal profile references Mayan pyramids and broader Mexican cultural imagery. Earlier versions also featured a cap that could be loosened, inverted, and used as a shot glass. The crest incorporates a pyramid, a cross, the initials JB associated with Juan Domingo Beckmann, and a values ribbon using the Spanish terms for work, passion, and honesty. The contemporary portfolio includes 1800 Silver, Reposado, Añejo, Guachimonton, Cristalino, Milenio, and Coconut, as well as prepared margaritas. These products allow 1800 to occupy several occasions: neat or on-the-rocks consumption for aged expressions, premium cocktails for Silver and Reposado, and flavored or prepared formats for casual mixed drinks. The brand is sold internationally, with the United States representing a significant distribution market. Publicly available reference material does not provide a reliable, complete list of brand-level executives, production volumes, revenue, headquarters, or all market-specific launches.
- 2009
Second Essential Artist Series released
[1]A follow-up collection combined a Studio Number One design with bottle artwork selected through public submissions.
- 2008
United States distribution moves to Proximo Spirits
[1]Proximo Spirits began distributing the brand in the United States.
- 2008
Essential Artist Series begins
[1]The first limited-edition artist bottle collection was released with 12 designs.
- 2006
The Ultimate Margarita introduced
[1]The brand entered prepared cocktails with a ready-to-serve margarita made with 1800 Silver.
- 2004
Silver and Reposado expansion
[1]1800 broadened its core range with Silver and Reposado labels.
- 1967
Brand launch as Cuervo 1800 Tequila
[1]The brand entered the market as a premium sipping tequila, launching its first expression, 1800 Añejo, on December 4.
Products and positioning
An internationally marketed Mexican tequila brand positioned from premium cocktail and mixed-drink use through aged, sipping-oriented expressions, with strong emphasis on 100% blue Weber agave, distinctive packaging, and Mexican cultural design cues.
Blanco tequila · 2004
1800 Silver
The clear core expression of the range. It is used as a base for cocktails and prepared margaritas, while also being marketed for straightforward tequila drinking. The expression is made from 100% blue Weber agave and represents the brand's principal unaged style.
Reposado tequila · 2004
1800 Reposado
A rested tequila introduced as part of the brand's 2004 range expansion. Its time in wood gives it a more developed profile than Silver while retaining a format suitable for mixed drinks or casual sipping.
Añejo tequila · 1967
1800 Añejo
The brand's original expression, launched in 1967 as a premium sipping tequila. Its longer maturation gives it a richer aged-tequila profile and places it toward the sipping-oriented end of the portfolio.
Cristalino tequila
1800 Cristalino
An aged tequila presented with a clear visual appearance. It combines the smoother, wood-influenced character associated with maturation with the bright appearance of a transparent spirit.
Flavored tequila
1800 Coconut
A coconut-flavored tequila designed for mixed drinks and tropical flavor occasions. It extends the brand beyond traditional unflavored tequila and is suited to casual, party, and cocktail consumption.
Aged tequila
1800 Milenio
An aged expression in the 1800 portfolio. Public reference material identifies it as part of the brand's current range but does not provide sufficient detail here on its launch date or full production specifications.
Tequila
1800 Guachimonton
A named expression in the 1800 portfolio. The available reference material confirms its inclusion among the brand's products but does not provide enough detail to describe its maturation, formulation, or launch history reliably.
Prepared cocktail · 2006
The Ultimate Margarita
A ready-to-serve margarita introduced in 2006 and made with 1800 Silver. It was developed to offer a convenient prepared cocktail format rather than a bottle of unflavored tequila for independent mixing.
Limited-edition packaging · 2008
Essential Artist Series
A sequence of limited-edition bottles using commissioned and selected artwork to make the packaging collectible. The first series appeared in 2008 with 12 designs, followed by a second series in 2009.
Marketing campaigns
- 2009Essential Artist Series II
United States
The second artist series included one bottle created by Studio Number One and 11 additional designs selected from approximately 15,000 online submissions.
Outcome. Extended the artist-collaboration program and incorporated public participation into the packaging campaign.
- 2008Essential Artist Series
United States
1800 released a collection of 12 artist-designed bottles, treating the bottle as a canvas and reinforcing the brand's premium and collectible positioning.
Outcome. Established an ongoing limited-edition packaging platform; later collections varied in size.
Brand decisions
2008
Change United States distributionStrategyBackground
The Beckmann family's distribution organization expanded its role in the United States.
Action taken
Proximo Spirits began distributing 1800 Tequila in the United States.
Aftermath
The brand's United States distribution became associated with a Beckmann family company.
2006
Enter prepared cocktailsProduct launchBackground
The brand sought to participate in convenient cocktail consumption as well as bottle-based tequila drinking.
Action taken
Launched The Ultimate Margarita, a ready-to-serve margarita made with 1800 Silver.
Aftermath
The brand added a prepared-cocktail format to its tequila portfolio.
2004
Expand into Silver and ReposadoProduct launchBackground
The original aged-tequila positioning was broadened to serve more drinking occasions.
Action taken
Introduced Silver and Reposado labels.
Aftermath
The portfolio gained both an unaged core product and a moderately matured option.
1967
Launch as a premium sipping tequilaProduct launchBackground
The brand entered the market with an aged expression rather than beginning with a broad tequila range.
Action taken
Introduced 1800 Añejo under the original Cuervo 1800 Tequila name.
Aftermath
The launch established the brand's early premium and sipping-oriented identity.
Recent events
Reported
1800 Tequila unveils $11,000 Colección Mono Laberinto Doble decanter[3]
Proximo Spirits-owned 1800 Tequila unveiled its latest Colección decanter, Mono Laberinto Doble, designed by the late Mexican surrealist Pedro Friedeberg. The extra añejo is limited to 50 bottles worldwide at US$11,000 each and is available for pre-order via the brand's website.
Reported
1800 Tequila announces Okuda San Miguel anniversary bottle collection[4]
1800 Tequila announced its Essential 1800 Artists Series 10th-anniversary collection, featuring six limited-edition bottles with original artworks by Okuda San Miguel.
Sources4 sources
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