Sazerac invests in 818 Tequila

Spirits giant Sazerac has invested in 818 Tequila, the US-based brand founded by influencer and entrepreneur Kendall Jenner.

The terms of the investment were undisclosed and Sazerac declined to comment further on the details of the transaction.

Sazerac will become the exclusive sales and distribution partner in the US for 818 Tequila. In a statement, the Fireball brand owner said the deal aims to “unlock additional growth across priority Tequila markets”.

Sara Saunders, the CMO of Sazerac, said: “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. We’re energised and looking forward to partnering with 818 Tequila to reach even more consumers.”

Launched in 2021 through a partnership with Mexican distiller Grupo Solave, 818 Tequila is named after Jenner’s California area code. Its international presence spans markets including the UK, Germany, Canada, China and the Caribbean.

Jenner described the Sazerac partnership as “the perfect next step as we continue to accelerate”.

The move comes as the Tequila category in the US has seen sales growth slow.

Data from the National Alcohol Beverage Control Association (NABCA) shows that tequila sales in 18 control states rose just 0.2% to $2.51bn in 2025, with volumes up 2.2% to seven million cases.

Despite the sluggish pace, Tequila and cocktails were the only segments to achieve growth last year. Total US spirits volumes fell 1.4% in NABCA states, with dollar sales sliding 2.8% to $13.21bn.

The investment in 818 Tequila follows Sazerac’s acquisition of US ready-to-drink brand Dirty Shirley in March.

Media reports have also suggested in recent weeks that Sazerac made an offer to buy fellow US distiller Brown-Forman.

Earlier this month, The Wall Street Journal and Reuters reported the privately-owned Sazerac had approached Brown-Forman over a possible deal. The outlets said Sazerac made a bid for Brown-Forman of $32 a share, which would have valued the Jack Daniel’s maker at around $15bn. Sazerac has not commented publicly on its reported interest in Brown-Forman.

Last week, Bloomberg and Reuters reported Brown-Forman favoured a deal with Pernod Ricard over a transaction with Sazerac, home to brands including Buffalo Trace whiskey and Svedka vodka.

In March, Brown-Forman and Pernod announced they were in talks over a possible transaction. However, after 9pm UK yesterday, they both issued statements to say the negotiations had ended without a deal being agreed.