Sazerac has announced a strategic partnership and financial investment in 818 Tequila, the award-winning brand founded by Kendall Jenner. The deal includes an exclusive U.S. sales and distribution relationship and aims to fuel the brand’s next phase of growth across priority tequila markets.
The partnership pairs 818 Tequila’s consumer traction and cultural relevance with Sazerac’s brand-building expertise and nationwide distribution scale.
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"Tequila continues to be a bright spot in spirits, driven by strong consumer interest across a growing range of occasions and price points. 818 Tequila stands apart due to its cultural relevance and commercial momentum," said Sara Saunders, CMO of Sazerac. "We’re energized and looking forward to partnering with 818 Tequila to reach even more consumers."
Now five years since launch, 818 Tequila has carved out a distinctive position in the category. The brand has targeted the next generation of tequila drinkers through a modern, social-first identity and award-winning liquid.
"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," said Kendall Jenner, founder of 818 Tequila. "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."
Lanay Jacobs, president of 818 Tequila, highlighted the significance of the move for the brand’s independent team. "Over the past five years, 818 Tequila has built meaningful brand and business momentum with a small, independent team, and we are incredibly proud of what we have created," Jacobs said. "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."
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Louisville-based Sazerac ranks among the largest and fastest-growing spirits companies globally. Its portfolio includes BuzzBallz, Buffalo Trace Bourbon, Eagle Rare, Weller, Fireball Cinnamon Whisky, Southern Comfort, and SVEDKA Vodka, among others.
818 Tequila will join that roster as the company deepens its presence in the tequila category, which has been one of the strongest-performing segments in the U.S. spirits market in recent years. Financial terms of the investment were not disclosed.
