Sazerac Invests in 818 Tequila, Founded by Kendall Jenner
Sazerac, the owner of Fireball, has made a minority investment in 818 Tequila, the beverage brand founded by Kendall Jenner. This strategic partnership makes Sazerac the exclusive U.S. sales and distributor for 818 Tequila, expanding its reach across the country.
The deal includes distribution of new formats of 818 Tequila, ranging from 50 milliliter to 1 liter bottles, which will enhance its shelf visibility. Kathleen Braine, CMO of 818, emphasized that this partnership will diversify Sazerac’s tequila offerings, positioning it as a key player in the growing spirits market.
Celebrity-Backed 818 Targets Next Generation of Tequila Drinkers
818 Tequila aims to differentiate itself by targeting young millennials and Generation Z drinkers. The brand’s focus on lifestyle branding, visual identity, and collaborations has resonated with consumers, leading to double-digit growth over the past three years.
Last year, 818 received additional investment from Grupo Solave, its tequila producer in Mexico, to support its expansion. The partnership with Sazerac is expected to further accelerate 818’s growth trajectory and solidify its position as a top 15 tequila brand in the premium category.
High-end and super premium tequila brands have experienced significant growth in recent years, outpacing value and premium brands. The collaboration with 818 aligns with Sazerac’s commitment to innovation and strategic partnerships in the spirits industry.
Sazerac’s recent deal-making spree includes acquisitions of cocktail brands, vodka, gin, and partnerships with leading spirits companies. Reports also suggest a potential offer to buy into Brown-Forman, the maker of Jack Daniel’s.
818 Tequila’s parent company, Calabasas Beverage, also owns Sprinter, a vodka soda brand founded by Kylie Jenner. The brand recently expanded into the functional beverage sector with a hydration mix-in designed to support skin health.
Overall, the partnership between Sazerac and 818 Tequila signifies a new chapter in the evolving spirits landscape, where celebrity-backed brands are driving innovation and capturing the attention of discerning consumers.