Sazerac Company, one of the world’s fastest-growing spirits giants, has announced a major strategic partnership and financial investment in 818 Tequila, the award-winning tequila brand founded by Kendall Jenner. The deal includes an exclusive U.S. sales and distribution agreement, positioning 818 Tequila for accelerated growth within the booming tequila category.
This partnership comes as Sazerac is actively expanding its portfolio, including a reported $15 billion bid to acquire Brown-Forman Corporation, the Louisville-based maker of Jack Daniel’s. By teaming up with 818 Tequila, Sazerac combines the brand’s strong cultural relevance, Gen Z appeal, and five years of impressive momentum with its own deep industry expertise in brand building, sales, and distribution.
“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,” said Sara Saunders, CMO of Sazerac. “We’re energized and looking forward to partnering with 818 Tequila to reach even more consumers.”
Kendall Jenner, founder of 818 Tequila, shared: “I’m so excited for this next era of 818 Tequila. 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.”
Lanay Jacobs, President of 818 Tequila, added: “We are thrilled to partner with Sazerac because they bring the scale, capabilities, and reach to help accelerate our next phase of growth, while believing strongly in the future of the brand.”
818 Tequila joins Sazerac’s extensive global portfolio, which includes Buffalo Trace Bourbon, Eagle Rare, Weller, Fireball Cinnamon Whisky, Southern Comfort, SVEDKA Vodka, Wheatley Vodka, Myers’s Rum, and many other leading spirits.
This collaboration is expected to significantly expand 818 Tequila’s availability and visibility across the U.S. market while preserving the brand’s modern, social-first identity and commitment to premium, smooth tequila made from 100% Blue Weber agave.
About Sazerac Company
Sazerac Company traces its origins to the vibrant drinking culture of 19th-century New Orleans. The story begins in 1838, when Creole apothecary Antoine Amédée Peychaud created the Sazerac cocktail in his French Quarter pharmacy using his signature bitters and imported Sazerac-de-Forge et Fils cognac from France. In 1850, Sewell Taylor opened the Sazerac Coffee House (a common euphemism for bars at the time), which popularized the drink. Thomas H. Handy acquired the establishment in 1869, formally launching the company that would become Sazerac. Handy expanded into importing and marketing liquors, acquired Peychaud’s Bitters in 1873, and helped shift the cocktail’s base from cognac to American rye whiskey after the phylloxera epidemic devastated French vineyards.
The company was officially rechartered as the Sazerac Company around the turn of the 20th century and survived Prohibition by operating as a grocery wholesaler. It resumed spirits production after repeal in 1933. In 1948, the Goldring family (through Magnolia Liquor Company) acquired Sazerac, transforming it into a major player. Under their leadership and later generations, the privately held, family-owned company has grown dramatically through strategic acquisitions, including Buffalo Trace Distillery. Today, Sazerac is one of the largest U.S.-based spirits producers, with a vast portfolio including Buffalo Trace, Eagle Rare, Weller, Fireball, Southern Comfort, and many others, operating distilleries across the U.S. and internationally while remaining rooted in its New Orleans heritage.
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