Kendall Jenner-founded 818 Tequila has hit the market in Germany.
The US-based business is working with Berlin-based Jaguar Mezcal Boutique (JMB) in its efforts to expand in the German market.
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JMB, founded in 2022 by Mexican entrepreneur Amanda Novoa, said it focuses on “authentic and best-in-class agave spirits”
In a statement announcing the launch of the Tequila, Novoa said: “818 is not just growing in sales and popularity worldwide, it has also won close to 50 tasting awards and holds the highest standards of verified performance. On top, like JMB it is a female-lead company and has a highly loyal community. All of this made it the perfect match for us.”
Named after Jenner’s area code in California, the 818 range features four expressions: Blanco, Reposado, Añejo and Eight Reserve. The Eight Reserve is aged up to eight years.
Earlier this year, 818 Tequila and RTD supplier Sprinter – a business launched by Kendall’s sister Kylie – set up a vehicle to support the brands’ sales and marketing.
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By GlobalDataThe co-owned Calabasas Beverage Co. is a “commercial front end” representing both 818 Tequila and Sprinter, Mike Novy, the CEO of both businesses told Just Drinks.
818 Tequila is targeting depletions of 200,000 cases next year.
The Tequila, launched in 2021, is made in partnership with Mexican distiller Grupo Solave.
Germany's Tequila and mezcal market saw a significant dip volume and value in 2020 and has been returning back to growth steadily ever since, figures from GlobalData, Just Drinks' parent show.
While growth is more or less expected to continue at a steady pace between now and 2028, the category still won't hit the same levels seen ten years ago.
