818 Tequila Expands With Sazerac Deal, Targets Gen Z Consumers

· Agriculture & Food · United States

Kendall Jenner's 818 Tequila is expanding rapidly months into its partnership with Sazerac, the owner of Fireball, and is on pace for its biggest sales year. The celebrity-backed spirits brand is described as ready to take on Gen Z consumers. The report did not include specific sales figures, expansion markets or terms of the Sazerac deal.

Why it matters：Celebrity spirits brands have reshaped the drinks market, and a distribution partner like Sazerac can turn a niche label into a mainstream player, a pattern other beverage and packaged-goods marketers are watching closely.

Key points

  • 818 Tequila is months into its Sazerac partnership.
  • The brand is on pace for its biggest sales year, per Food Dive.
  • It is positioning itself to reach Gen Z consumers.

Sources (original reporting)

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