The brand’s success is challenging the narrative that Gen Z has lost interest in alcohol.
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, courtesy Sazerac
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Kendall Jenner’s 818 Tequila is outpacing the rest of the premium tequila market, and Gen Z drinkers may be a big reason why.
Since Sazerac, one of the world’s leading alcoholic beverage companies, took a minority stake in 818 in June, the brand has been on pace for one of its biggest sales years since its 2021 launch. The deal gave Sazerac exclusive U.S. sales and distribution rights for 818.
Lanay Jacobs, president of parent company 818 Spirits, told Food Dive that the expanded distribution has helped make 818 the fastest-growing tequila line priced above $25. In the four weeks ending September 5, the brand’s volume sales rose 73 percent, according to NielsenIQ data cited by the company and obtained by Food Dive.
The over $25 tequila category as a whole dipped 0.4 percent over the same period.
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Gen Z is drinking differently, not necessarily less
The brand’s growth comes as a broader narrative takes hold that Gen Z is drinking less. Jacobs told Inc. that 818’s data paints a more complicated picture.
“Younger consumers are being more intentional about when, where, and what they drink, but that doesn’t mean they’re disengaging from the category,” Jacobs said. “They’re choosing brands that feel relevant to their lifestyles and reflect their values. It’s less about how much they’re drinking and more about what they’re choosing when they do.”
Jacobs added that younger consumers are also discovering tequila in different ways, namely “through culture, community and shared experiences.” The brand has capitalized on this method of discovery, leaning on activations and collaborations such as its 818 Outpost at Coachella.