Sazerac Invests in Kendall Jenner’s 818 Tequila

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. (Photo: Adrian Martin/818 Tequila)

On Tuesday, Sazerac announced a strategic partnership and financial investment in 818 Tequila, the agave spirits brand founded by Kendall Jenner, alongside an agreement to become its exclusive U.S. sales and distribution partner.

The deal pairs one of the largest privately held spirits companies in the world with a fast-growing celebrity-backed tequila brand that has built traction with younger consumers since its launch five years ago.

According to Sazerac, the partnership is designed to accelerate 818 Tequila’s growth by combining the brand’s cultural relevance with Sazerac’s distribution scale and brand-building capabilities across key U.S. markets.

“818 Tequila stands apart due to its cultural relevance and commercial momentum,” Sazerac Chief Marketing Officer Sara Saunders said in a news release. “We’re energized and looking forward to partnering with 818 Tequila to reach even more consumers.”

Kendall Jenner said the partnership marks a turning point for the brand.

“We’ve built something I’m incredibly proud of, and partnering with Sazerac feels like the perfect next step as we continue to accelerate,” Jenner said.

The move comes during a period of continued momentum in tequila, which has remained one of the strongest-performing categories in spirits even as growth in other segments has slowed.

Sazerac’s portfolio spans more than 550 brands globally, including major whiskey labels such as Buffalo Trace, Eagle Rare and Weller, along with vodka, rum and liqueurs. Adding 818 Tequila strengthens its position in agave spirits, an area where many major companies are looking to expand.

The partnership also comes as Sazerac has been active on the mergers and acquisitions front. Earlier this month, the company was reported to have offered a $15 billion bid to acquire Jack Daniel’s owner Brown-Forman, which is also reportedly in similar discussions with French firm Pernod Ricard.

818 Tequila’s Momentum

818 Tequila has grown rapidly since its debut, driven by Jenner’s global profile and a strong social media-driven identity aimed at younger drinkers. The brand offers a range of expressions, including Blanco, Reposado and Añejo. 818’s portfolio of expressions have largely received middling to poor reviews from critics, but it has grown quickly and substantially nonetheless.

That growth has not come without challenges. Earlier this year, 818 pushed back against a deceptive labeling lawsuit, defending its production practices and transparency. The company has also leaned into marketing innovations, including limited-edition mini bottles tied to viral trends and collaborations designed to reach new audiences.

One such collaboration included a National Tequila Day cocktail with country artist Chris Stapleton, combining 818 Tequila with Traveller Whiskey — perhaps a sign of things to come in hindsight, as Traveller is produced by Sazerac’s Buffalo Trace.

What the Deal Means Going Forward

By handing U.S. distribution to Sazerac, 818 Tequila gains access to a significantly larger sales network, which could help the brand deepen its presence in both on-premise and retail channels.

For Sazerac, the deal adds a high-growth tequila brand with strong consumer recognition — particularly among younger drinkers — as it continues to diversify beyond its core whiskey business.