Spirits giant Sazerac has announced a strategic partnership with 818 Tequila, the celebrity tequila brand founded by Kendall Jenner.

While the financial specifics of the deal remain confidential, Sazerac confirmed it has made a significant investment in the company, although declined to comment on whether the investment represents a minority or majority holding in the Tequila label.

Central to this new alliance is an exclusive distribution agreement that grants Sazerac the rights to manage 818 Tequila throughout the United States.

This deal will see 818 Tequila join Sazerac's steadily growing portfolio of spirits that includes BuzzBallz, Buffalo Trace Bourbon and Fireball Cinnamon Whisky, as well as Tequila brands Corazón, Monte Alban and Margaritaville.

Since its debut in February 2021 by Kendall Jenner, 818 Tequila has rapidly scaled from a celebrity startup to a global contender.

The brand is currently active in over 17 international markets, including China and Australia, and has maintained impressive momentum with double-digit volume growth reported since 2023.

This commercial success is underscored by its performance in the United States, where Nielsen data currently ranks 818 Blanco as the ninth best-selling blanco tequila in the country.

The brand's core range also includes Blanco, Reposado, and Añejo expressions, as well as Eight Reserve, an ultra-premium Tequila designed for high-end markets.

Kanpai!

88 Bamboo Editorial Team