Sazerac nabs minority stake in Kendall Jenner’s 818 Tequila

The investment continues a run of dealmaking for the spirits giant as it looks to appeal to the next generation of drinkers.

What happened

Sazerac made a minority investment in 818 Tequila, the beverage brand founded by Kendall Jenner, making the Fireball owner the exclusive U.S. sales and distributor for the tequila brand. Financial terms of the deal weren’t disclosed.

The deal will accelerate 818’s reach across the U.S., giving it better shelf visibility and the distribution of new formats ranging from 50 milliliter to 1 liter bottles, Kathleen Braine, 818 chief marketing officer, wrote in an email.

Why it matters

The partnership with 818 diversifies Sazerac’s offerings in tequila, which the company called a “bright spot in spirits.” Its portfolio also includes Corazón and Margaritaville.

Celebrity-backed 818 looks to differentiate itself from other tequila offerings by primarily targeting what it calls the next generation of tequila drinkers — young millennials and drinking-age Generation Z. The brand focuses on lifestyle branding, visual identity and collaborations.

Last year, 818 received additional investment from its tequila producer in Mexico, Grupo Solave, to help bolster the brand’s expansion.

This news brief is based on reporting published by Food Dive on 2026-04-28. The original report is linked below.