818 Tequila kicks off summer push after Sazerac deal
Kendall Jenner’s 818 Tequila has unveiled a new consumer campaign as the brand enters what it describes as an “exciting new chapter” following Sazerac’s recent strategic investment.
818 Tequila has launched its “Best Summer Ever” campaign, marking the brand’s fifth anniversary and its first major activation since Sazerac announced a strategic partnership and financial investment in the tequila producer.
The season-long campaign centres on the “Best Summer Ever” Sweepstakes, which launches on 2 June and will give multiple consumers the chance to win US$8,180 throughout the summer.
According to the brand, the prize money can be used to fund a “dream summer”, whether that means a weekend getaway or “a summer full of perfectly made margaritas”.
Summer giveaways
Alongside the sweepstakes, 818 will run weekly “Summer Fridays” giveaways across its Instagram and TikTok channels. The promotions will feature 818 cocktails and collaborations with a number of lifestyle brands, including DUNE Suncare, Hommey, FWRD and Ring Concierge.
Additional partners are expected to be announced throughout the campaign.
“‘Best Summer Ever’ really captures the magic of 818 and the kind of experiences we want to create for our community,” said Kendall Jenner, founder of 818 Tequila.
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“For us, summer has always been about the rituals; the golden hour margarita or the spontaneous hangouts over tequila cocktails that turn into the best nights.”
Kathleen Braine, chief marketing officer of 818 Tequila, added: “This ‘Best Summer Ever’ campaign is a celebration of those perfect summer moments, made even better with an 818 cocktail in hand, and we can’t think of a better way to kick off this exciting new chapter for our brand!”
Expansion plans
The campaign will culminate in a National Tequila Day celebration at Surf Lodge in the Hamptons on 24 July, where 818 plans to host a weekend of consumer experiences and community-focused events. Further details are expected to be announced at a later date.
The launch comes shortly after Sazerac announced its investment in the brand, a move both companies said would support 818’s continued growth.
According to the release, the partnership combines 818’s consumer following with Sazerac’s brand-building expertise and is intended to strengthen the tequila brand’s presence in key markets.
Founded by Jenner, 818 Tequila is produced in Jalisco, Mexico at a family-owned and operated distillery. The brand’s portfolio comprises Blanco, Reposado, Añejo and ultra-premium expression Eight Reserve.
The company said it has won more than 50 blind tasting awards across 15 spirits competitions and has delivered double-digit growth in the US since 2023, despite what it described as a relatively flat tequila category.
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