Sazerac acquires minority stake in Kendall Jenner's 818 Tequila

14 articles · Updated · The Wall Street Journal · Apr 28

The deal, announced Tuesday, gives Sazerac a stake in the fast-growing 818 brand, which targets consumers aged 21 to 33 and saw a 16% sales volume increase over 12 weeks ending March 28.
818 Tequila, founded by Jenner in 2021, will leverage Sazerac’s extensive sales and distribution network to accelerate growth and reach more Gen Z consumers, while Jenner remains actively involved.
Sazerac, with over 525 brands and $6 billion in annual net sales, continues its expansion strategy, recently acquiring other beverage brands and pursuing major industry deals amid a flattening tequila market.

With Sazerac's backing, will 818's growth finally topple legacy tequila giants like Don Julio?

Beyond distribution, what is Sazerac's end game with its minority stake in 818 Tequila?

If Gen Z is drinking less, why are spirits giants betting big on their tequila brands?

Is the celebrity-founder model the new blueprint for winning the crowded spirits market?

As 818 Tequila scales globally, can its agave supply chain remain truly sustainable?