Sazerac backs Kendall Jenner’s 818 Tequila
BuzzBallz owner Sazerac has announced a partnership with 818 Tequila and made an undisclosed investment in the brand founded by Kendall Jenner.
Sazerac would not comment on the specific details of the investment or whether it had taken a minority or majority stake in 818 when approached by The Spirits Business.
Described as a strategic partnership, Sazerac’s investment will be used to build 818’s next growth phase, supported by an exclusive sales and distribution agreement in the US.
“Tequila continues to be a bright spot in spirits, driven by strong consumer interest across a growing range of occasions and price points,” said Sazerac chief marketing officer (CMO) Sara Saunders. “818 Tequila stands apart due to its cultural relevance and commercial momentum.
“We’re energised and looking forward to partnering with 818 Tequila to reach even more consumers.”
818 will be part of a spirits portfolio that includes BuzzBallz, Buffalo Trace Bourbon and Fireball Cinnamon Whisky, as well as Tequila brands Corazón, Monte Alban and Margaritaville.
Jenner commented on the partnership: “I’m so excited for this next era of 818 Tequila. We’ve built something I’m incredibly proud of, and partnering with Sazerac feels like the perfect next step as we continue to accelerate.
“They have an amazing track record of helping develop brands, and it means so much to have a partner who believes in our vision and has invested in it.”
Evolution of 818 Tequila
The American model and Keeping up with the Kardashians star first unveiled 818 Tequila in February 2021.
The brand is now available in more than 17 markets, including China and Australia, and claims it’s seen double-digit volume growth since 2023.
Its blanco is the ninth top-selling blanco in the US, according to Nielsen data.
Alongside the blanco, 818’s other expressions include a reposado, añejo and an ultra-premium Eight Reserve Tequila.
818’s president, Lanay Jacobs, said: “Over the past five years, 818 Tequila has built a meaningful brand and business momentum with a small, independent team, and we are incredibly proud of what we have created.
“We are thrilled to partner with Sazerac because they bring the scale, capabilities, and reach to help accelerate our next phase of growth, and they believe strongly in the future of the brand.”
Led by Jenner’s influence, the brand’s position within the category appeals to the next generation of Tequila drinkers.
818’s marketing strategy has seen it find relevance with Gen Z and younger Millennial audiences through merchandise drops and the launch of miniature Tequila bottles, which can be attached to handbags as the ‘ultimate fashion accessory’.
Recently, 818 also dominated social media at Coachella as the most-mentioned brand in the festival’s tagged content over its first weekend.
818’s time on the market hasn’t come without challenges, however.
The brand was sued a year after launching over a trademark dispute, and is currently facing a class action lawsuit alleging it has falsely marketed its products as ‘100% agave’.
As for Sazerac, the Kentucky-based company has made a slew of acquisitions over the past year, including vodka brands Western Son and Svedka, and ready-to-drink brand Dirty Shirley.
Sazerac is also reportedly eyeing a potential deal with Brown-Forman.
Pernod Ricard left the race to join with the Jack Daniel’s maker yesterday (28 April).
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