A Platform Built to Help Bartenders Unlock A Higher Level Of Taste

The distinct aroma of agave hung in the late-summer air as dozens of bar professionals recently gathered in a former warehouse tucked into the graffitied caverns of Bushwick, Brooklyn. They were there for a crash course in altering how they taste. 

It was the latest live manifestation of The Taste Collective, a first-of-its-kind taste education platform masterminded by 1800® Tequila that mixes online learning with interactive seminars, which are slated to land in cities across the country in the coming months. The brand tapped a trio of the industry’s brightest minds to develop and orchestrate the program: the flavor scientist and author Dr. Arielle Johnson; Ignacio “Nacho” Jimenez, one of New York’s most celebrated bartenders; and the award-winning New Orleans-based chef Ana Castro. Geared toward bartenders, The Taste Collective is seeking to expand the understanding of how humans interpret flavor, and to show how getting in touch with who we are as tasters can in turn enhance bartenders’ craft and creativity. 

It’s a fitting new chapter in the story of 1800 Tequila and its pursuit of exceptional taste. Founded in 1967 by a Mexican family with 11 generations of tequila-making experience, the brand originated the añejo expression of the beloved agave spirit, later copied by many others. Its more recent innovation of charcoal filtration led to its 1800® Cristalino, a clear añejo finished in port wine casks. With The Taste Collective, 1800 Tequila is creating yet another outlet to share its passion for innovation and exploration with the bar community. 

We caught up with The Taste Collective’s team of experts for a glimpse into the experience, their views on tequila’s rise, and how the art and science of taste shapes their work.