SAZERAC INVESTS IN KENDALL JENNER’S 818 TEQUILA TO FUEL US EXPANSION

Sazerac has announced a strategic investment in 818 Tequila, founded by Kendall Jenner, alongside an exclusive US distribution deal. The partnership aims to accelerate growth by combining 818’s cultural appeal with Sazerac’s scale and expertise, strengthening the brand’s position in the fast-growing tequila market.

Sazerac, one of the world’s fastest-growing spirits companies, has unveiled a strategic partnership and financial investment in 818 Tequila, the award-winning brand founded by Kendall Jenner, alongside securing exclusive sales and distribution rights across the United States.

The deal signals a significant step in the evolution of 818 Tequila, which has rapidly carved out a distinctive niche in the premium spirits category since its launch five years ago. By aligning with Sazerac, the brand gains access to expansive distribution networks, operational scale and proven brand-building expertise, positioning it for accelerated growth in key tequila markets.

Sazerac’s Chief Marketing Officer, Sara Saunders, highlighted tequila’s continued strength within the global spirits landscape, describing it as a “bright spot” driven by shifting consumer preferences and a widening range of drinking occasions. She noted that 818 Tequila’s cultural relevance and commercial momentum made it a compelling addition to the company’s portfolio, expressing confidence in its ability to reach new audiences.

Founded by Jenner, 818 Tequila has built its identity around a modern, socially driven brand ethos that resonates strongly with younger consumers. Its positioning as both a lifestyle and taste-led product has helped it stand out in an increasingly competitive category, where authenticity and storytelling are key drivers of brand loyalty.

Jenner described the partnership as a natural progression for the business, emphasising Sazerac’s track record in developing and scaling global brands. She said the collaboration would help propel 818 Tequila into its next phase, while remaining aligned with the original vision that underpinned its creation.

Lanay Jacobs, President of 818 Tequila, reflected on the company’s journey as an independent operation, noting the significant momentum achieved by a relatively small team. She added that Sazerac’s capabilities and global reach would be instrumental in unlocking further growth opportunities, particularly in expanding distribution and strengthening market presence.

The partnership also integrates 818 Tequila into Sazerac’s extensive portfolio, which includes established names such as Buffalo Trace Bourbon, Fireball Cinnamon Whisky and SVEDKA Vodka. This breadth of brands underscores Sazerac’s ambition to diversify and deepen its presence across high-growth spirits segments.

As tequila continues to gain traction globally, the collaboration underscores a broader industry trend: the convergence of celebrity-driven brands with established spirits giants. For 818 Tequila, the alliance represents both validation of its early success and a platform for sustained expansion in a highly competitive market.