Sazerac Co has bolstered its tequila footprint further, agreeing what it has called a “strategic partnership and financial investment” in the 818 brand.
The transaction, announced today (28 April), will see Sazerac assume responsibility for the Kendall Jenner-founded brand’s sales and distribution in the US. No details were immediately available on the “financial investment” element.
Global Drinks Intel has contacted Kentucky-based Sazerac for clarification on whether this constitutes a stake purchase in the business and, if so, what size stake is involved.
As well as the usual trio of iterations (above), 818, which celebrates its fifth anniversary this year, also features the “ultra-premium”-positioned Eight Reserve expression. Since 2023 in the US, the brand “has consistently delivered double-digit growth … even as the broader tequila category has remained relatively flat”, the company said.
“I’m so excited for this next era of 818 Tequila,” said Jenner. “We’ve built something I’m incredibly proud of, and partnering with Sazerac feels like the perfect next step as we continue to accelerate.
“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.”
Among Sazerac’s circa 550 owned brands are the Corazon, Margaritaville, Monte Alban and Peligroso tequila marks. The privately-owned company was linked to a “potential deal” for Brown-Forman by the Wall Street Journal earlier this month. The Jack Daniel’s owner remains in ongoing discussions with Pernod Ricard about a potential merger.
