Kendall Jenner courts Gen Z with mini 818 bottles
818 founder Kendall Jenner is inviting drinkers to wear miniature Tequila bottles on their handbags as the ‘ultimate fashion accessory’.
818 Tequila’s reposado and blanco expressions will be available in miniature 50ml formats from September – a size that the brand says can fit inside a handbag.
“We designed the 818 minis to be chic and fun,” said Jenner, who founded 818 Tequila in 2021.
“The release is a direct response to what our fans have been asking for – it’s about growing our portfolio and making 818 more accessible in everyday moments. We’ve made our minis into your new favourite accessory.”
The launch will be supported by the brand’s ‘Free the Nip’ campaign, which references the US term for a a small measure of alcohol known as a ‘nip’.
The campaign reimagines the mini 818 bottle as a fashion accessory, where rather than the minibar cart, the bottles can be found clipped to someone’s bag or phone case, joining them wherever they go.
On 8 September, a launch bundle for the minis will drop, featuring a collectible 818 mini bag charm on Gopuff.
Gen Z appeal
Kathleen Braine, chief marketing officer of Calabasas Beverage Company, which also supports Jenner’s sister Kylie’s Sprinter brand, said: “As we grow the 818 brand, this launch is a strategic step that strengthens our position at the intersection of culture and premium spirits.
“People are clipping charms and lip glosses to their bags, so we thought, why not the 818 mini? We’re giving the mini a tongue-in-cheek new role as your new favourite accessory, no longer relegated to minibars or airplane carts.”
The move taps into ‘little treat culture’ – a trend driven by Gen Z and enjoyed by younger Millennials.
The minis turn a small indulgence into a fun personal statement, the brand noted.
The miniature 818 bottles will retail at US$3.99 for blanco and US$4.99 for reposado, and will roll out across the US at stores including BevMo!, Total Wine & More, and Remedy Liquor, from September.
Since launch, 818 Tequila has gone onto become of the most successful celebrity-backed spirits brands.
Outside of the US, it was the top-selling premium Tequila in China, and it has also grown its presence in Europe over the past year.
Previously, Jenner found herself in hot water when a complaint that claimed one of her Instagram posts was promoting the overconsumption of alcohol was upheld.
Last month, the model teamed-up with Chris Stapleton to reimagine a classic cocktail for National Tequila Day.
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