Salutes celebrity-endorsed spirits brands: over the past several years, a whole group of famous people have licensed their names to wines, whiskeys, vodkas and tequilas. Of these perhaps the best job has been done by supermodel Kendall Jenner’s 818 Tequila. Since its launch, the brand has stirred up much conversation, not merely because of Jenner’s celebrity power but also because of the quality, sustainability and broader ramifications of celebrity influence on spirits.
The History of 818 Tequila
818 Tequila, for one, was only released in 2021; but its true beginnings will be going back quite several decades considering that the news already said that Kendall Jenner allegedly began studying and getting to know how to make tequila. 818 is the short form for Jenner’s actual surname and is actually the area code for her hometown, Calabasas, California. It is a pretty strongly personal touch on the part of the brand. Jenner has said in interviews, she loved tequila not only for the flavor but also for the workmanship put into making it, and she wanted to make an excellent tequila readily available.
Jenner launched his tequila brand into the market at the time that agave-based spirits were on a wave upward, with increasing demand. Tequila itself has become acknowledged to be pretty different within the US when moving from a party drink to a chiseled spirit to sip or use in craft cocktails. He wanted something that would work for the casual drinker but also meet connoisseur standards. To that end, he envisioned authenticity with a splash of modernism in 818 Tequila.
Varieties and Tasting Notes
There are three main expressions that 818 Tequila comes in: Blanco, Reposado, and Añejo. Each variety represents and displays a stage during the tequila-making process and demonstrates a desire to be excellent from the brand’s part.
818 Blanco: Blanco is the youngest of the three types, destillated but not aged. Crisp and clean; often described as fresh citrus with pepper hints and subtle sweetness. This one’s unaged nature means that the natural traits of the agave really shine through, so this is the favorite of those preferring a purer tequila experience or who prefer tequila in a cocktail, such as a margarita or paloma.
818 Reposado: Laid out in oak barrels for several months, Reposado gets that luscious golden colour and deep, full-bodied elements. The tasting notes are full of sweetness from vanilla, caramel, and cooked agave, finishing smoothly sweet and a little spicy. It’s neither the fresh liveliness of Blanco nor the aged richness of classic tequila, but perhaps it’s best suited to sipping or mixing into something a little more complex.
818 Añejo: Aged over one year; the three oldest are añejo. Aging provides it with that deep amber colour and richer, more complex tastes. Always by drinkers hints of toffee, toasted oak and chocolate, with a luxurious, lingering finish. Enjoy this one neat or over the rocks; this will permit the drinker to really appreciate the subtleties of its aged profile.
Sustainability and Responsible Operations
818 Tequila stands out with sustainability and running responsible business on its mind, as perhaps the spirits industry should care more about. Jenner always has been making tequilas that are attended to with care for the environment as well as the communities its production touches.
818 Tequila comes from Jalisco, Mexico-a name synonymous with tequila country-for hundreds of years, the location is steeped in spirits production. The company claims to be devoted to farming and distilling with locals that will enjoy high wages and whose farming does not harm the environment. 818 tequila commits to implementing energy-efficient production, water-saving technologies that consequently save the brand’s ecological footprint.
It is also working through groups such as S.A.C.R.E.D., an acronym which stands for “Save Agave for Culture, Recreation, Education, and Development.” These programs work with rural Mexican communities dependent on agave farming to the benefit of such communities. As one could note, there is a greater pattern of premium spirits brands being based on quality while at the same time making sure they show a care about people and places that make what they deliver.
The Controversies and Challenges
Still, despite its popularity, 818 Tequila hasn’t been without controversy. Like many celebrity-endorsed or celebrity-owned brands, 818 has drawn the ire of some who believe that celebrities bringing their own tequila to market are profiteering off a cultural heritage. Yet still some critics say that because tequila is so strongly linked to Mexican identity, there is space for it to become diluted and commercialized by non-genetic celebrities launching their tequila brands.
To wit, Jenner was largely skewered on the 818 Tequila campaign in which some people labeled her as cultural appropriator too quickly. Critics pointed out imagery from promotional material showing Jenner in traditional Mexican attires and walking through agave fields. To them, that portrayal reduces the rich history and the labor that goes into producing tequila to just aesthetic. Jenner and her team responded to criticism by focusing on an interest in working closely with the local Mexican community and ensuring sustainable and responsible practices.
Much of the debate in industry circles has been focused on whether the current boom in celebrity-owned tequilas, such as 818, will precipitate agave shortages. It takes an agave plant several years to mature. With global demand for tequila continuing to rise, it’s not surprising that some industry experts are sounding the alarm, declaring that this production may not be sustainable long term. Mass agave buys to feed a business like 818 can do little more than fan the flames, though the company noted its sustainable and responsible farming practices go a long way in dampening those concerns.
Marketing Strategy: Celebrity and Social Media
Much of 818 Tequila’s early success lies with celebrity status with Kendall Jenner and good sense on social media. This of course made her one of the most popular people on Instagram, and thus brought along a humongous audience right from the onset for 818 Tequila. The fact that Jenner is a celebrity was enough to garner instant buzz and enthusiasm for the brand, which was further fuelled by her family, the Kardashian-Jenner dynasty through sponsorship.
The positioning of 818 Tequila’s marketing strategy has been almost exclusively accessibly positioned and relatable because Jenner appeals to a younger consumer who sees her as a style icon and a lifestyle influencer. In so positioning 818 as premium yet approachable, the brand is targeting the casual drinker who may be new to tequila as well as targeting the more experienced aficionado of tequila. Strong strategic partnerships with companies such as bars and restaurants and influencers increase the brand presence.
818 has also adopted a modern style image that best suits the youth. Its bottles are sleek yet stylish, with the arrangement of the colors described as “new-fangled” yet timeless simultaneously. This style fits perfectly for social media. People keep taking pictures with the bottles among other chic and photogenic backgrounds.
Future of 818 Tequila
Despite the controversy and challenges 818 Tequila has been a great success since its launch. The celebrity spirit picked up one of the most talked-about groups in the business right away. As the drinks now are taking pace in bars, restaurants, and stores. For the future, it seems that 818 Tequila will further expand the product line perhaps with limited-edition bottles, new expressions, or even branching off into mezcal or other agave spirits.
On this count, sustainability and ethics must be a part of the brand’s DNA today and in the future, as consumers grow more conscious of how their purchases affect the immediate environment and also local communities. With celebrities pouring into the tequila market, 818 needs to devise ways to differentiate itself through quality products and a responsible approach towards production.
Tequila 818 is one of the best examples of how celebrity influence, great product, and smart marketing can create huge waves in a pretty competitive business. Even as the brand continues to grapple with issues related to its relationship with Mexican culture and with the sustainability of agave farming, commitment to ethical practices and wide appeal make 818 Tequila one to watch for in the world of spirits for years to come.
