KEY TAKEAWAYS: Sazerac announced a strategic investment in Kendall Jenner-founded 818 Tequila. The deal grants Sazerac exclusive U.S. sales and distribution rights for the tequila brand. 818 Tequila has posted double-digit growth since 2023 and won more than 50 tasting awards. The partnership expands Sazerac’s portfolio of more than 550 global spirits brands. Kendall Jenner   New Orleans-based spirits giant Sazerac has announced a strategic partnership and financial investment in 818 Tequila, the award-winning brand founded by model and reality TV star Kendall Jenner. The deal also gives Sazerac exclusive U.S. sales and distribution rights for the celebrity-backed tequila brand. Financial terms were not disclosed.   For Sazerac, the move adds another growth-oriented brand to a portfolio of more than 550 labels, including Buffalo Trace Bourbon, Eagle Rare, Weller, The Last Drop Distillers, Fireball Cinnamon Whisky, BuzzBallz, Southern Comfort, Wheatley Vodka, Myers’s Rum, Sazerac de Forge Cognac and Paddy’s Irish Whiskey, among many others. 818 Tequila – which includes Blanco, Reposado, Añejo and Eight Reserve expressions – will join Sazerac’s broader global spirits lineup as the company continues expanding across categories and markets. “Tequila continues to be a bright spot in spirits, driven by strong consumer interest across a growing range of occasions and price points. 818 Tequila stands apart due to its cultural relevance and commercial momentum,” said Sazerac CMO Sara Saunders. “We’re energized and looking forward to partnering with 818 Tequila to reach even more consumers.” Founded by Jenner in 2021, 818 Tequila has become one of the fastest-growing tequila labels in the U.S., posting consistent double-digit growth since 2023, and winning more than 50 blind-tasting awards across 15 spirits competitions. Kendall Jenner is a media personality, entrepreneur, and the daughter of Kris and Caitlyn Jenner. She was on Keeping Up with the Kardashians from 2007–2021; walked the runway for luxury brands like Chanel, Versace, and Balmain, and in 2017, Forbes named her the world’s highest-paid model. Jenner said the partnership marks a new stage for the brand. “I’m so excited for this next era of 818 Tequila. 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. “They have an amazing track record of helping develop brands, and it means so much to have a partner who believes in our vision and has invested in it.” Lanay Jacobs, president of 818 Tequila, said Sazerac’s scale and reach made it a logical partner for the company’s next phase. “Over the past five years, 818 Tequila has built meaningful brand and business momentum with a small, independent team, and we are incredibly proud of what we have created,” Jacobs said. “We are thrilled to partner with Sazerac because they bring the scale, capabilities, and reach to help accelerate our next phase of growth, and they believe strongly in the future of the brand.” Founded in 1850 in New Orleans and now in the fourth generation of current family ownership, Sazerac is one of the world’s largest distilled spirits companies. The company oversees distilleries and operations across the globe, including Buffalo Trace Distillery in Frankfort, Kentucky, A. Smith Bowman Distillery in Fredericksburg, Virginia, and additional operations in New Orleans, Montreal, London, Australia, France, India, and Ireland. In April, the Wall Street Journal reported that Sazerac offered to buy Brown-Forman for about $15 billion. A decade ago, Sazerac bought brands including Southern Comfort and Tuaca from Brown-Forman, and Pernod Ricard’s Paddy whiskey. It followed that up in 2018 with the purchase of about 19 labels from industry giant Diageo. Sazerac also acquired Svedka vodka in 2024 after Constellation Brands sold the brand to focus on its higher-margin businesses. ...read more read less