New Orleans-based spirits large Sazerac has introduced a strategic partnership and monetary funding in 818 Tequila, the award-winning model based by mannequin and actuality TV star Kendall Jenner.

The deal additionally provides Sazerac unique U.S. gross sales and distribution rights for the celebrity-backed tequila model. Monetary phrases weren’t disclosed.

For Sazerac, the transfer provides one other growth-oriented model to a portfolio of greater than 550 labels, together with Buffalo Hint Bourbon, Eagle Uncommon, Weller, The Final Drop Distillers, Fireball Cinnamon Whisky, BuzzBallz, Southern Consolation, Wheatley Vodka, Myers’s Rum, Sazerac de Forge Cognac and Paddy’s Irish Whiskey, amongst many others.

818 Tequila – which incorporates Blanco, Reposado, Añejo and Eight Reserve expressions – will be part of Sazerac’s broader world spirits lineup as the corporate continues increasing throughout classes and markets.

“Tequila continues to be a brilliant spot in spirits, pushed by sturdy client curiosity throughout a rising vary of events and worth factors. 818 Tequila stands aside on account of its cultural relevance and business momentum,” stated Sazerac CMO Sara Saunders. “We’re energized and looking out ahead to partnering with 818 Tequila to achieve much more customers.”

Based by Jenner in 2021, 818 Tequila has turn into one of many fastest-growing tequila labels within the U.S., posting constant double-digit development since 2023, and profitable greater than 50 blind-tasting awards throughout 15 spirits competitions. Kendall Jenner is a media persona, entrepreneur, and the daughter of Kris and Caitlyn Jenner. She was on Holding Up with the Kardashians from 2007–2021; walked the runway for luxurious manufacturers like Chanel, Versace, and Balmain, and in 2017, Forbes named her the world’s highest-paid mannequin.
Jenner stated the partnership marks a brand new stage for the model.

“I’m so excited for this subsequent period of 818 Tequila. We’ve constructed one thing I’m extremely happy with, and partnering with Sazerac looks like the right subsequent step as we proceed to speed up,” Jenner stated. “They’ve an incredible observe report of serving to develop manufacturers, and it means a lot to have a associate who believes in our imaginative and prescient and has invested in it.”

Lanay Jacobs, president of 818 Tequila, stated Sazerac’s scale and attain made it a logical associate for the corporate’s subsequent part.
“Over the previous 5 years, 818 Tequila has constructed significant model and enterprise momentum with a small, impartial workforce, and we’re extremely happy with what now we have created,” Jacobs stated. “We’re thrilled to associate with Sazerac as a result of they carry the dimensions, capabilities, and attain to assist speed up our subsequent part of development, they usually consider strongly in the way forward for the model.”

Based in 1850 in New Orleans and now within the fourth era of present household possession, Sazerac is among the world’s largest distilled spirits firms. The corporate oversees distilleries and operations throughout the globe, together with Buffalo Hint Distillery in Frankfort, Kentucky, A. Smith Bowman Distillery in Fredericksburg, Virginia, and extra operations in New Orleans, Montreal, London, Australia, France, India, and Eire.

In April, the Wall Road Journal reported that Sazerac provided to purchase Brown-Forman for about $15 billion. A decade in the past, Sazerac purchased manufacturers together with Southern Consolation and Tuaca from Brown-Forman, and Pernod Ricard’s Paddy whiskey. It adopted that up in 2018 with the acquisition of about 19 labels from business large Diageo. Sazerac additionally acquired Svedka vodka in 2024 after Constellation Manufacturers offered the model to deal with its higher-margin companies.