About four months into its partnership with Sazerac, Kendall Jenner’s 818 Tequila is on pace to deliver its largest year since the brand launched in 2021.
818 Spirits President Lanay Jacobs says increased distribution from Sazerac has helped propel 818 into the fastest-growing tequila brand over $25. Fireball and Buffalo Trace owner Sazerac bought a minority stake in 818 in June, nabbing exclusive U.S. sales and distribution rights for the tequila brand.
818 Tequila was co-founded in 2021 by Jenner and is named for the area code of her hometown. The first five years of 818 were spent building awareness and exposure to make it culturally relevant, Jacobs said.
“As a leadership group, we were ready for the next step, and that was to start scaling the brand in a big way,” Jacobs said in an interview. “That’s really what we’re looking at in terms of growth in the next five years. Sazerac was the perfect partner to do that.”
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.
Courtesy of Sazerac
In the last four weeks ending Sept. 5, 818’s volume sales grew by 73%, according to data from NielsenIQ cited by the company. The over $25 tequila category as a whole, meanwhile, declined by 0.4%.
The Sazerac partnership enabled 818 to increase displays at points of purchase to create more brand awareness, according to Jacobs. The company also leaned heavily on activations at events, including at Coachella and college tailgates.
Though Gen Z’s alcohol consumption is constantly changing, Jacobs thinks a point of differentiation for the brand is showing up in more places like the activations so consumers know 818 is “not just a transactional relationship.”
“Consumers are being more discerning about their choices and when they drink, and they’re choosing brands that resonate with them,” Jacobs said “We’ve been able to do that by being culturally relevant, by a lot of the activations and in the way that the brand shows up.”
818 has seen strong reception among new tequila drinkers. Last quarter, Jacobs said 66% of 818’s consumers came from outside of the tequila category, often from vodka or whiskey. By catching these new consumers early, 818 could nab consumers before they go to other brands. A 2026 survey from the Tequila Report found that 90% of engaged tequila drinkers maintain a single go-to favorite.
818 is additionally looking to stand out in its variety of sizes. The tequila is available in 750-, 375- and 50-milliliter options. Jacobs thinks the range of sizes has been successful for 818, because people often don’t want to pay a premium when trying something new.
Sazerac’s bet on 818 comes as it aggressively broadens its portfolio through M&A to reach younger consumers. The alcohol giant has focused on RTD beverages that — like 818 — appeal to Gen Z, taking stakes in or acquiring BuzzBallz, Dirty Shirley and SipMargs.
Despite the RTD push, it has also acquired or developed spirits brands such as Svedka Vodka, AJ Bond and Dalho Soju.
