{"id":147500,"date":"2026-04-28T12:58:47","date_gmt":"2026-04-28T16:58:47","guid":{"rendered":"https:\/\/thedailypour.com\/?p=147500"},"modified":"2026-04-28T12:58:47","modified_gmt":"2026-04-28T16:58:47","slug":"sazerac-invests-818-tequila-kendall-jenner","status":"publish","type":"post","link":"https:\/\/thedailypour.com\/agave\/tequila\/sazerac-invests-818-tequila-kendall-jenner\/","title":{"rendered":"Sazerac Invests in Kendall Jenner’s 818 Tequila"},"content":{"rendered":"
\"818

818 Tequila founder Kendall Jenner with Sazerac President of Sales Amy da Costa, Sazerac CMO Sara Saunders, 818 President Lanay Jacobs, and 818 CMO Kathleen Braine. (Photo: Adrian Martin\/818 Tequila)<\/p><\/div>\n

On Tuesday, Sazerac announced a strategic partnership and financial investment in 818 Tequila, the agave spirits brand founded by Kendall Jenner, alongside an agreement to become its exclusive U.S. sales and distribution partner.<\/p>\n

The deal pairs one of the largest privately held spirits companies in the world with a fast-growing celebrity-backed tequila brand that has built traction with younger consumers since its launch five years ago.<\/p>\n

According to Sazerac, the partnership is designed to accelerate 818 Tequila\u2019s growth by combining the brand\u2019s cultural relevance with Sazerac\u2019s distribution scale and brand-building capabilities across key U.S. markets.<\/p>\n

\u201c818 Tequila stands apart due to its cultural relevance and commercial momentum,\u201d Sazerac Chief Marketing Officer Sara Saunders said in a news release. \u201cWe\u2019re energized and looking forward to partnering with 818 Tequila to reach even more consumers.\u201d<\/p>\n

Kendall Jenner said the partnership marks a turning point for the brand.<\/p>\n

\u201cWe\u2019ve built something I\u2019m incredibly proud of, and partnering with Sazerac feels like the perfect next step as we continue to accelerate,\u201d Jenner said.<\/p>\n

The move comes during a period of continued momentum in tequila, which has remained one of the strongest-performing categories in spirits even as growth in other segments has slowed.<\/p>\n

Sazerac\u2019s portfolio spans more than 550 brands globally, including major whiskey labels such as Buffalo Trace, Eagle Rare and Weller, along with vodka, rum and liqueurs. Adding 818 Tequila strengthens its position in agave spirits, an area where many major companies are looking to expand.<\/p>\n

The partnership also comes as Sazerac has been active on the mergers and acquisitions front. Earlier this month, the company was reported to have offered a $15 billion bid<\/a> to acquire Jack Daniel’s owner Brown-Forman, which is also reportedly in similar discussions with French firm Pernod Ricard<\/a>.<\/p>\n

818 Tequila\u2019s Momentum<\/h2>\n

818 Tequila has grown rapidly since its debut, driven by Jenner\u2019s global profile and a strong social media-driven identity aimed at younger drinkers. The brand offers a range of expressions, including Blanco<\/a>, Reposado<\/a> and A\u00f1ejo<\/a>. 818’s portfolio of expressions have largely received middling to poor reviews from critics, but it has grown quickly and substantially nonetheless.<\/p>\n

That growth has not come without challenges. Earlier this year, 818 pushed back against a deceptive labeling<\/a> lawsuit, defending its production practices and transparency. The company has also leaned into marketing innovations, including limited-edition mini bottles<\/a> tied to viral trends and collaborations designed to reach new audiences.<\/p>\n

One such collaboration<\/a> included a National Tequila Day cocktail with country artist Chris Stapleton, combining 818 Tequila with Traveller Whiskey \u2014 perhaps a sign of things to come in hindsight, as Traveller is produced by Sazerac’s Buffalo Trace.<\/p>\n

What the Deal Means Going Forward<\/h2>\n

By handing U.S. distribution to Sazerac, 818 Tequila gains access to a significantly larger sales network, which could help the brand deepen its presence in both on-premise and retail channels.<\/p>\n

For Sazerac, the deal adds a high-growth tequila brand with strong consumer recognition \u2014 particularly among younger drinkers \u2014 as it continues to diversify beyond its core whiskey business.<\/p>\n

\n Scan any liquor or NA bottle to see all expert reviews in one place with the free Daily Pour app<\/a>. Download today!\n<\/div>\n","protected":false},"excerpt":{"rendered":"

On Tuesday, Sazerac announced a strategic partnership and financial investment in 818 Tequila, the agave spirits brand founded by Kendall Jenner, alongside an agreement to become its exclusive U.S. sales and distribution partner. The deal pairs one of the largest privately held spirits companies in the world with a fast-growing celebrity-backed tequila brand that has […]<\/p>\n","protected":false},"author":16,"featured_media":147503,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6340,4895],"tags":[4575,1665],"class_list":["post-147500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-tequila","tag-4575","tag-sazerac"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t