818 Spirits
818 Spirits is a private premium tequila brand founded by Kendall Jenner in 2021, producing Blanco, Reposado, Añejo, and Eight Reserve from Jalisco, Mexico. It sells globally through DTC, Sazerac's exclusive U.S. distribution, and lifestyle extensions into beauty and fashion.
- Company typePrivate
- Founded2021
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What 818 Spirits does
818 Spirits is a private, celebrity-founded premium tequila brand established in 2021 by Kendall Jenner and owned by Calabasas Beverage. It produces four core expressions — Blanco, Reposado, Añejo, and the ultra-premium Eight Reserve — using traditional Jalisco, Mexico production methods: minimum 7-year agave maturation, brick-oven cooking, 800kg Tahona stone extraction, native yeast fermentation, double copper alembic pot still distillation, and aging in French and American oak barrels. The brand sources from family-owned farms in the Los Valles region of Tequila, Jalisco, and has accumulated over 50 tasting awards across 14 international competitions.
The business model is a hybrid consumer goods and lifestyle brand play. Revenue is generated primarily through one-time tequila product sales (50mL minis to 1L bottles) across DTC e-commerce, wholesale via the April 2026 exclusive U.S. distribution partnership with Sazerac Company, and on-premise cocktail programs. A secondary revenue stream comes from licensed brand extensions into non-alcohol categories, notably the Salt & Stone Amber & Agave body care collection priced US$38-US$49 and the Ann Demeulemeester fashion collaboration. Go-to-market is event-driven and social-first: annual Coachella activations, Formula 1 Las Vegas weekend, 818 Day social campaigns, and influencer-driven limited-edition drops targeting affluent Millennials and Gen Z consumers.
818 currently operates in 17+ countries and ranks among the top 15 super-premium tequila brands in the U.S. — a category within a $6.7B U.S. tequila market (2024). The April 2026 Sazerac minority investment and exclusive U.S. distribution deal is the strategic inflection point, intended to accelerate retail penetration toward top 10 brand status and provide nationwide scale that celebrity tequila brands have historically needed years to build organically. The brand has reported 40% YoY volume growth against a category growing only 2%, and double-digit growth for three consecutive years.
818 Spirits firmographics
Firmographics- Name
- 818 Spirits
- Legal name
- 818 Spirits Inc.
- Website
- https://drink818.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 818 Spirits is a private premium tequila brand founded by Kendall Jenner in 2021, producing Blanco, Reposado, Añejo, and Eight Reserve from Jalisco, Mexico. It sells globally through DTC, Sazerac's exclusive U.S. distribution, and lifestyle extensions into beauty and fashion.
- Ownership category
- akta.pro rank
818 Spirits industry classification
Industry- Product category
- Premium Tequila / Super-Premium Spirits
- NAICS
- Distilleries (312140), Distilleries (31214)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industries
- Distilled Spirits Production & Distilling (AFAFAAAC), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)
Keywords
Where 818 Spirits is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
818 Spirits business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Tequila Product Sales: Direct sales of tequila products (Blanco, Reposado, Añejo, Eight Reserve) in multiple bottle sizes (50mL minis to 1L) through brand website, retail stores, and wholesale distribution via Sazerac's network.
- Licensed Brand Extensions: Limited-edition collaborations with non-alcohol brands (Salt & Stone beauty collection, Ann Demeulemeester fashion) generating revenue through licensing fees and increased brand exposure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard tequila bottle formats (375mL, 750mL) |
| Unit Pricing | Pay-as-you-go | 818 Minis - 50mL single-serve bottles |
| Unit Pricing | Pay-as-you-go | Salt & Stone Amber & Agave Collection |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
818 Spirits product offering
Product offeringCore offering
818 Spirits produces and sells premium tequila under the 818 Tequila brand, offering four core expressions — Blanco, Reposado, Añejo, and the ultra-premium Eight Reserve — distilled in Jalisco, Mexico from agaves grown on family-owned farms using traditional methods including brick oven cooking, Tahona stone extraction, copper pot still distillation, and oak barrel aging. The brand extends into lifestyle categories through licensed collaborations including ready-to-drink cocktails with Fat Tuesday (The Kenny Collection) and a beauty line with Salt & Stone (Amber & Agave).
Product overview
818 Spirits is a tequila brand founded by Kendall Jenner in 2021, producing premium tequila from family-owned farms in Jalisco, Mexico. The core product line consists of four main tequila expressions: Blanco, Reposado, Añejo, and Eight Reserve (ultra-premium). The brand has expanded into collaborations including ready-to-drink cocktails with Fat Tuesday and beauty/lifestyle products with Salt & Stone. The company utilizes traditional production methods including hand-picked agaves, brick oven cooking, tahona extraction, copper distillation, and oak aging. In April 2026, Sazerac acquired a minority stake and became the exclusive U.S. sales and distribution partner.
Differentiator
Problem solved
Functional benefit
Brands
- Eight Reserve: A premium tequila product line by 818, aged in French and American oak barrels, 40% ALC./VOL.
Products and services
- 818 Blanco Clean, agave-forward tequila with notes of tropical and citrus fruits and mineral accents; pearl-silver shine hues with medium body; distilled to a lower ABV for richer flavor and aroma. For consumers seeking smooth-tasting premium tequila for sipping or cocktails.
- 818 Reposado Slow-cooked agave flavor with notes of honey, toasted almonds, toffee, and dried fruit; aged a minimum of 3 months in French and American oak barrels; pale straw color with golden hues. For consumers seeking aged premium tequila.
- 818 Añejo Cooked agave flavor with toasted pecans and almonds, spiced vanilla, and caramel notes; aged over 1 year in French and American oak barrels; pale amber color with shiny brass hues and full body. For consumers seeking full-bodied aged tequila.
- Eight Reserve by 818 Premium ultra-aged tequila from 818 Spirits, positioned as the brand's luxury expression and aged in French and American oak barrels at 40% ABV. For consumers seeking the highest-tier offering within the 818 portfolio.
- Salt & Stone Amber & Agave Collection Limited-edition licensed body care collection including deodorant, body wash, body lotion, and candle, priced US$38 to US$49. Marked 818 Tequila's first expansion into lifestyle and beauty categories, sold through Salt & Stone website and Sephora online.
Quantifiable outcome
- 40% year-over-year volume growth vs. 2% category growth
- +2 more outcomes
Companies that use 818 Spirits
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
818 Spirits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
818 Spirits partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, minor and core.
- Sazerac CompanyflagshipSazerac became the exclusive U.S. sales and distribution partner for 818 Tequila, providing access to nationwide distribution footprint, wholesale account expansion, and improved shelf visibility with new bottle formats (50mL to 1L).
- Ann DemeulemeesterminorFashion collaboration featuring Kendall Jenner's minimalist festival boot interpretation alongside 818 Tequila's Salt & Stone collection at Coachella, demonstrating lifestyle brand extension strategy.
- Salt & Stonecore818 Tequila's first beauty collaboration with vegan and cruelty-free skincare brand Salt & Stone, releasing Amber & Agave limited-edition body care collection priced $38-$49, including deodorant, body wash, body lotion, and candle. Launch timed for Coachella with availability through Salt & Stone website followed by Sephora.
- Fat TuesdaycoreFat Tuesday and 818 Tequila launched 'The Kenny Collection' - a line of two signature cocktails (Kenny Freeze and Kenny on the Rocks) - nationwide following successful Formula 818 campaign during F1 Las Vegas weekend. Las Vegas was first market before rolling out to all 76 Fat Tuesday locations with plans to expand to 100+.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
818 Spirits competitors and assessment
Company assessmentDirect peers
- Casamigos: Celebrity-founded premium tequila (George Clooney, Rande Gerber, Mike Meldman) launched in 2013 and acquired by Diageo for $1B in 2017. The most direct comparable as a celebrity-endorsed super-premium tequila brand with lifestyle marketing positioning.
- Teremana Tequila: Dwayne 'The Rock' Johnson's celebrity tequila brand launched in 2020. Directly comparable to 818 as a celebrity-founded premium tequila targeting similar Millennial/Gen Z consumers with social-first marketing.
- Clase Azul: Ultra-premium Mexican tequila brand known for handcrafted decanters and super-premium positioning. Comparable to 818 in the super-premium tier with award-winning quality and lifestyle brand extensions.
- Santo Tequila: Guy Fieri and Sammy Hagar's celebrity tequila brand. Comparable celebrity-endorsed tequila targeting similar cultural-event-driven marketing and lifestyle consumer segments.
- Cincoro Tequila: Premium tequila founded by a group including Michael Jordan and other NBA owners. Comparable celebrity/athlete-endorsed super-premium tequila brand with luxury positioning.
- Casa Noble Tequila: Premium organic tequila brand emphasizing traditional production methods including tahona extraction and copper pot distillation. Comparable to 818 in artisanal production approach and super-premium positioning.
- DeLeón Tequila: Premium celebrity-backed tequila brand (originally associated with Diddy) with luxury positioning. Comparable to 818 as a celebrity-endorsed super-premium tequila with lifestyle-driven marketing.
- Código 1530 Tequila: Premium tequila brand founded by country music artist George Strait and spirits entrepreneurs. Comparable to 818 as a celebrity-endorsed super-premium tequila with traditional production and lifestyle positioning.
Broad incumbents
- Patrón Tequila: One of the largest premium tequila brands globally, owned by Bacardi. Competes in the same premium tequila category as 818 with significantly greater scale, distribution, and marketing resources.
- Don Julio: Premium tequila brand owned by Diageo, offering Blanco, Reposado, Añejo, and ultra-premium expressions. Directly comparable product portfolio structure to 818 and a major competitor in the premium segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
818 Spirits social profiles
Digital presence818 Spirits financial estimates
Financial estimateRevenue estimate
Valuation estimate
818 Spirits leadership team
Management profileNumber of profiles
Profiles1 record
818 Spirits funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
818 Spirits M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 818 Spirits
What does 818 Spirits do?
818 Spirits produces and sells premium tequila under the 818 Tequila brand, offering four core expressions — Blanco, Reposado, Añejo, and the ultra-premium Eight Reserve — distilled in Jalisco, Mexico from agaves grown on family-owned farms using traditional methods including brick oven cooking, Tahona stone extraction, copper pot still distillation, and oak barrel aging. The brand extends into lifestyle categories through licensed collaborations including ready-to-drink cocktails with Fat Tuesday (The Kenny Collection) and a beauty line with Salt & Stone (Amber & Agave).
Is 818 Spirits a public or private company?
818 Spirits is a private company. It is classified as venture growth investor backed and is currently operating.
When was 818 Spirits founded?
818 Spirits was founded in 2021. It employs 11 to 50 people.
Where is 818 Spirits based?
818 Spirits is headquartered in San Francisco, United States, in the North America region.
How does 818 Spirits make money?
Two revenue lines are on record. Tequila Product Sales are the primary driver. The others are licensed Brand Extensions.
Who are 818 Spirits's main competitors?
Direct peers on record are Casamigos, Teremana Tequila, Clase Azul, Santo Tequila, Cincoro Tequila, Casa Noble Tequila, DeLeón Tequila and Código 1530 Tequila. Broad incumbents are Patrón Tequila and Don Julio.
Does 818 Spirits have an API?
No public API is recorded for 818 Spirits.
What industry is 818 Spirits in?
818 Spirits's product category is Premium Tequila / Super-Premium Spirits. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of AFAFAAAC, Distilled Spirits Production & Distilling. Its NAICS code is 312140 and its SIC code is 2080.