Tequila is a distilled spirit made from the blue agave plant, primarily found in the region surrounding the city of Tequila in the Mexican state of Jalisco. Over the years, tequila has gained immense popularity, with numerous brands entering the market. One of these brands is 818 Tequila, launched by supermodel and reality TV star Kendall Jenner. This article delves into a deep analysis of Kendall Jenner’s 818 Tequila, its market performance, and the impact of celebrity endorsement on its success.

Kendall Jenner officially announced the launch of 818 Tequila in February 2021, after working on the brand for nearly four years. The name “818” is inspired by the area code for Jenner’s hometown of Calabasas, California. The brand offers three main expressions: Blanco, Reposado, and Añejo.

Market Performance

Since its launch in February 2021, 818 Tequila has made significant strides in the premium tequila market, quickly establishing itself as a contender among established brands. The global tequila market has shown robust growth in recent years, with a reported value of $9.9 billion in 2020, according to Grand View Research.

This growth trend is expected to continue, with a projected compound annual growth rate (CAGR) of 5.8% from 2021 to 2028. While specific sales figures for 818 Tequila remain undisclosed, the brand’s popularity and market performance can be inferred through its strong online presence, boasting over 245,000 followers on Instagram.

Awards and Recognition

The brand’s market performance can also be assessed through the recognition it has received within the spirits industry. In 2021, 818 Tequila participated in the prestigious San Francisco World Spirits Competition, where it earned three medals: a Gold for the Blanco expression, a Silver for the Reposado, and a Bronze for the Añejo. These accolades not only validate the product’s quality and craftsmanship but also serve to enhance its reputation and desirability among consumers. As 818 Tequila continues to build on its early success, it is well-positioned to capitalize on the expanding tequila market and strengthen its foothold in the industry.

Celebrity Endorsement and Its Impact

Kendall Jenner’s endorsement of 818 Tequila has undoubtedly played a significant role in the brand’s rapid rise to prominence in the premium tequila market. As a renowned supermodel and reality television star, Jenner possesses a vast and dedicated fan base, which has translated into increased visibility and interest in the product. Through her active promotion of 818 Tequila on social media platforms, particularly Instagram, where she boasts over 174 million followers, Jenner has successfully captured the attention of potential customers and created a sense of excitement around the brand. Furthermore, the association with Jenner lends an air of glamour and prestige to 818 Tequila, positioning it as a stylish and aspirational choice for consumers.

The impact of Jenner’s endorsement extends beyond the initial launch and marketing efforts. It also contributes to the ongoing success and growth of the brand. As a prominent figure in popular culture, Jenner’s support for 818 Tequila has the potential to shape consumer perceptions and preferences, influencing fans to choose the brand over competitors. Moreover, Jenner’s continued involvement with the product, such as sharing her personal experiences or highlighting the brand’s achievements and awards, reinforces its credibility and appeal. However, it is essential for both Jenner and the brand to maintain a positive public image and address any criticisms or controversies that may arise, as these factors can also influence the overall perception of 818 Tequila in the market.

Other celebrities who ventured successfully into the tequila business

Over the years, several celebrities have ventured into the tequila business, either by launching their own brands or investing in existing ones. Some of these celebrity-backed tequilas have been successful in the market and have garnered attention and accolades. Here are a few examples of celebrity tequila brands that have performed well:

  1. Casamigos: Co-founded by actor George Clooney, Rande Gerber, and Mike Meldman in 2013, Casamigos Tequila quickly gained recognition for its smooth taste and high-quality product. In June 2017, the brand was acquired by beverage giant Diageo for a reported $1 billion, making it one of the most successful celebrity tequila exits to date.
  2. Teremana: Launched by Dwayne “The Rock” Johnson in 2020, Teremana Tequila focuses on sustainability and craftsmanship. The brand has garnered significant attention in a short period, with its Blanco expression winning a Double Gold medal at the 2020 San Francisco World Spirits Competition.
  3. Santo Spirits: A collaboration between musician Sammy Hagar and chef Guy Fieri, Santo Spirits offers a range of tequila and mezcal products. The brand has been well received, with its Santo Fino Blanco Tequila winning a Double Gold medal at the 2020 San Francisco World Spirits Competition.
  4. Código 1530: Country singer George Strait became an investor and brand ambassador for Código 1530 Tequila in 2016. The brand has gained a reputation for its premium product, with its Rosa expression receiving a Gold medal at the 2017 San Francisco World Spirits Competition.
  5. Villa One: Launched in 2019 by singer Nick Jonas and fashion designer John Varvatos, Villa One Tequila has been praised for its quality and taste. The brand’s Silver expression won a Gold medal at the 2020 San Francisco World Spirits Competition.

Criticism and Controversy

Despite its success, 818 Tequila has faced some controversy. Accusations of cultural appropriation arose due to Jenner’s promotional content, which some felt did not adequately respect Mexican culture and the traditional tequila-making process. However, the brand has sought to address these concerns by emphasizing its commitment to supporting local agave farmers and adhering to traditional production methods.

Kendall Jenner’s 818 Tequila has managed to make a mark in the premium tequila market in a relatively short amount of time. With its combination of quality product, celebrity endorsement, and marketing efforts, the brand has established itself as a contender in the industry. While it faces some criticism and controversy, 818 Tequila continues to grow, and its future trajectory will be one to watch in the coming years.

818 has since expanded across the US and to China, Canada, Dubai and in select markets in the Caribbean.