1800® Tequila announced the launch of a new $18 million television advertising campaign this month airing across various cable networks.  The ads will feature Sopranos star, Michael Imperioli, and serve as an evolution of their highly successful previous advertising campaign, which identified 1800® Tequila as the fiercest competitor in the highly competitive tequila category.

A total of 8 different spots created by New York agency Dead As We Know It will launch simultaneously on ESPN in May.  Each spot will feature Imperioli brandishing his signature tough guy persona.

"The new campaign really sets 1800® Tequila apart from its competitors," said a spokesperson at Proximo, the brand's US importer. "In the last decade the premium tequila category has become pretentious and lost its bravado. 1800® Tequila is for a consumer that wants to drink the best without any of that conceit."

The new advertising debuts at the end of an incredible year for 1800 Tequila®, which has seen record growth.

"We've just had our best year in the brand's history, but we're not stopping there - we're out to own the tequila category," said the Proximo spokesperson. "The new ads are just as edgy as our last round, but with a variety and humor you haven't seen from us yet. They showcase the undeniably bold character of 1800® Tequila and its fans."

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About 1800 Tequila:

1800® Tequila is the United States' best selling super-premium tequila, renowned for being expertly aged and consistently smooth. Named after the year it was created, 1800® Tequila is pure, 100% blue agave tequila grown on family-owned ranches and bottled in Jalisco, Mexico. Each bottle of 1800® Tequila is double-distilled and matured in French and American oak barrels for superior drinkability. 1800® Tequila is recognized for its superior smoothness and iconic packaging which includes a stopper that doubles as a shot glass.

About Proximo:

Proximo is a privately owned, premium spirits importer based in New Jersey. With just over three years' business, the company's portfolio includes Three Olives® VodkaThe Kraken™ Black Spiced Rum, and Hangar One® Vodka.