US whiskey giant Sazerac has announced a “strategic partnership and financial investment” in Kendall Jenner’s 818 Tequila brand.
The deal will see Sazerac manage sales and distribution for 818 Tequila in the US, as well as taking an undisclosed stake in the business.
It would pair 818’s “proven consumer traction and cultural relevance” with Sazerac’s “brand-building expertise” to drive growth in key tequila markets, the Buffalo Trace and Buzzballz owner said in a statement.
“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 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 Tequila was founded in 2021 and takes its name from Jenner’s California area code. Its tequilas – stocked in specialists UK spirits retailers as well as on Tesco marketplace – are produced via a partnership with Mexican distiller Grupo Solave.
“Partnering with Sazerac feels like the perfect next step as we continue to accelerate,” Jenner said. 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.”
818 Tequila president Lanay Jacobs added: “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.
“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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