Casamigos, 1800 Debut Fresh Campaigns In Bid To Stoke Momentum

Two of the larger upscale Tequila brands in the U.S. are rolling out new campaigns as their marketers look to keep momentum going in spirits’ best-performing category. Diageo-owned Casamigos, at just under 2 million cases in the U.S. last year, and Proximo’s 1800, at just over 2 million cases, are both receiving fresh backing this spring.

Casamigos is launching its first global campaign, “Anything Goes with My Casamigos,” developed with creative agency Accomplice and director Alex Prager. Sophie Kelly, global head of agave spirits at Diageo, said the effort celebrates the approachable nature of the brand, “from its name, which means house of friends, to the versatile and inviting nature of its liquid. The perfect Tequila to be enjoyed in effortless moments with friends.” “Anything Goes with My Casamigos” includes a hero 30-second spot, social and digital assets, and “robust media plans” including linear and streaming TV, digital, and out-of-home.

The new campaign comes as Diageo looks to reignite momentum behind Casamigos. The brand declined 20% by volume in the U.S. last year, according to Impact Databank, as portfoliomate Don Julio soared, surpassing 3.3 million cases on a 40% increase, boosted by its reposado offering. This year the company is taking several steps to turn Casamigos around, including the campaign and the debut of a new RTD Margarita, among other moves. “We have increased distribution on large and small packs to meet consumer demand and have implemented a clear and aligned pricing strategy,” noted Diageo North America CEO Sally Grimes recently.

Meanwhile, Proximo Spirits has kicked off “Obsessed with Taste,” a new advertising campaign supporting 1800 Tequila. The series of ads features Mexico City cocktail bar Handshake Speakeasy and gives a behind-the-scenes view of cocktail and Tequila craftsmanship.

In addition to 30- and 15-second spots, the campaign extends into bartender education with the “Taste Collective,” which will tour Chicago, New York, Los Angeles, and Miami, as well as launch an online platform in June. Last year, 1800 slipped 2.6% to 2.05 million cases in the U.S., according to Impact Databank, after roughly doubling in size from 2018-2023.

“We’ll continue obsessing over the smallest details in every Tequila we craft, and now, through the Taste Collective, we’re inviting people to experience that passion firsthand,” said Lander Otegui, Proximo’s executive vice president of marketing. Otegui will be among the speakers at this fall’s 49th Annual Impact Marketing Seminar in New York.

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.