Sazerac announced a strategic partnership and financial investment in 818 Tequila, the tequila brand founded by Kendall Jenner, as well as an exclusive U.S. sales and distribution relationship.

This happens as Sazerac reportedly made a recent bid of roughly $15 billion to acquire Brown-Forman Corporation; Sazerac and Pernod Ricard both have shown interest in acquiring the Louisville-based spirits giant.

This partnership builds on 818 Tequila’s strong existing momentum, pairing the brand’s proven consumer traction and cultural relevance with Sazerac’s brand-building expertise to unlock additional growth across priority tequila markets.

“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,” Sara Saunders, CMO of Sazerac, said in a news release. “We’re energized and looking forward to partnering with 818 Tequila to reach even more consumers.”

Five years since its launch, 818 Tequila has built a distinctive position within the category through its modern social-first brand identity and status as a celebriity brand led by founder Kendall Jenner.

“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,” Jenner, founder of 818 Tequila, said. “They have an amazing track record of helping develop brands, and it means so much to have a partner who believes in our vision and has invested in it.”

“Over the past five years, 818 Tequila has built meaningful brand and business momentum with a small, independent team, and we are incredibly proud of what we have created,” Lanay Jacobs, President of 818 Tequila, said. “We are thrilled to partner with Sazerac because they bring the scale, capabilities, and reach to help accelerate our next phase of growth, and they believe strongly in the future of the brand.”

818 Tequila joins Sazerac’s own robust, global spirits portfolio including BuzzBallz, Buffalo Trace Bourbon, Eagle Rare, Weller, The Last Drop, Traveller Whiskey, Fireball Cinnamon Whisky, Southern Comfort, SVEDKA Vodka, Wheatley Vodka, Myers’s Rum, Paddy’s Irish Whiskey and many more.

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ABOUT SAZERAC

With over 400 years of history, Sazerac is one of the world’s largest distilled spirits companies. Now in the fourth generation of the current family ownership, Sazerac strives each day to bring the finest spirits to consumers and communities around the world. Over 500 of the world’s most brands are part of the Sazerac portfolio, including Buffalo Trace Bourbon, Eagle Rare, Weller, The Last Drop Distillers, Fireball Cinnamon Whisky, Southern Comfort, Wheatley Vodka, Meyers’s Rum, White X Cognac, Sazerac de Forge Cognac, Paddy’s Irish Whiskey, and many more. Sazerac is also the steward of many fine distilleries internationally, including Buffalo Trace Distillery in Kentucky, and many others. To learn more visit www.sazerac.com.