Sazerac Invests in 818 Tequila, Secures U.S. Distribution Rights

Event summary

  • Sazerac has entered a strategic partnership and financial investment in 818 Tequila, founded by Kendall Jenner, including an exclusive U.S. sales and distribution agreement.
  • 818 Tequila has delivered double-digit growth in the U.S. since 2023, outperforming the broader tequila category.
  • The brand features four variations: Blanco, Reposado, Añejo, and the ultra-premium Eight Reserve.
  • 818 Tequila has won over 50 blind tasting awards across 15 spirits competitions.

The big picture

Sazerac's investment in 818 Tequila underscores the tequila category's resilience and cultural relevance, particularly among younger consumers. The deal aligns with Sazerac's strategy of acquiring high-growth brands to bolster its premium spirits portfolio. With over 550 brands under its umbrella, Sazerac is positioning itself to capitalize on the tequila market's continued expansion, driven by consumer interest across various occasions and price points.

What we're watching

Brand Scaling
How Sazerac's distribution and brand-building expertise will accelerate 818 Tequila's growth in priority markets.
Category Momentum
Whether 818 Tequila can sustain its double-digit growth amid a relatively flat broader tequila category.
Strategic Fit
The pace at which 818 Tequila integrates into Sazerac's global spirits portfolio, which includes over 550 brands.