What Kendall Jenner’s Tequila Is
Kendall Jenner’s tequila is 818 Tequila, a brand she launched in 2021. It is a family-owned spirit brand under Caitlyn and Kendall Jenner, produced in Jalisco, Mexico using 100% Weber Blue Agave. The line includes Blanco, Reposado, Añejo, and limited editions. Jenner is a shareholder and public face, while Caitlyn Jenner and other investors hold equity. The brand is positioned in the mid-to-premium tier priced around $35–$50 for a 750 mL bottle. Below are verified details on ownership, ingredients, product tiers, and how 818 fits Jenner’s broader portfolio.
Brand Ownership and Structure
Family-led equity and investor backing
818 Tequila is owned by Caitlyn Jenner and Kendall Jenner, operating through their entity 818 Holdings. The brand secured multi-million-dollar funding from strategic investors to scale production and distribution. Jenner serves as co-founder and public ambassador, while Caitlyn Jenner holds an ownership stake. The structure is a family-backed business with external investors, rather than a celebrity endorsement-only arrangement.
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Brand name | 818 Tequila | Company press release |
| Owner(s) | Caitlyn Jenner and Kendall Jenner (818 Holdings) | Business filings and interviews |
| Key investor(s) | Strategic venture partners disclosed in funding round | Funding announcements |
| Origin | Jalisco, Mexico | Brand website and labeling |
| Base spirit | 100% Weber Blue Agave | Product specifications |
Product Line and Pricing
Range of expressions and price points
818 Tequila offers several core expressions, each with distinct aging and flavor profiles. The lineup is positioned in the mid-to-premium segment, competing with heritage tequila brands. Prices vary by market and retailer but generally fall between $35 and $60 for a 750 mL bottle. Limited and special editions occasionally expand the portfolio, often with adjusted price points reflecting rarity and packaging.
- Blanco: Unaged, crisp agave-forward profile.
- Reposado: Matured in oak barrels, adding vanilla and spice notes.
- Añejo: Longer aging for deeper oak and caramel character.
- Limited editions: Specialty batches released periodically.
Production and Ingredients
Agave sourcing and distillation process
818 Tequila is made from 100% Weber Blue Agave harvested in Jalisco, adhering to NOM standards that govern authentic tequila production. The agave piñas are slow-cooked, shredded, and fermented before being distilled in traditional copper pot stills. The brand emphasizes terroir-driven expression, with the Jalisco climate and soil influencing the final flavor. No additives are used in the distillation process; color and flavor differences across expressions come from barrel aging and filtration, not cask finishing or additives.
How 818 Fits Into Jenner’s Portfolio
Brand strategy and cross-category expansion
For Kendall Jenner, 818 Tequila represents a strategic extension of her personal brand into categories with durable consumer interest. Unlike trend-driven launches, spirits have long lifecycle potential and recurring purchase behavior. Jenner’s involvement includes promotional appearances and curated content, while operational decisions rest with the company’s leadership and investors. The move parallels other celebrity-founded spirit brands, leveraging her global reach to secure distribution in key markets. Success is measured through unit sales, brand positioning, and long-term equity value rather than short-term spikes.
Comparison Snapshot: 818 Tequila at a Glance
| Metric | Detail | Context |
|---|---|---|
| Brand | 818 Tequila | Kendall Jenner co-founded label |
| Owner structure | Caitlyn Jenner + Kendall Jenner (818 Holdings) | Family-backed with investor capital |
| Origin | Jalisco, Mexico | Agave-growing region |
| Agave type | 100% Weber Blue Agave | Standard for quality tequila |
| Expressions | Blanco, Reposado, Añejo, limited editions | Core lineup available widely |
| Price range (750 mL) | Approx. $35–$60 | Mid-to-premium tier |
| Market positioning | Premium shelf placement; duty-free and retail | Competes with established tequila brands |
Frequently Asked Questions
- Is 818 Tequila owned by Kendall Jenner alone? No; Jenner is a co-founder and shareholder alongside Caitlyn Jenner and other investors under 818 Holdings.
- Where is 818 Tequila made? It is distilled and bottled in Jalisco, Mexico, following traditional tequila-making methods.
- What agave does 818 use? 100% Weber Blue Agave, sourced from Jalisco.
- How does 818 compare to other celebrity tequila brands? It follows the family-investment model similar to other celebrity-founded spirits, with a focus on mid-to-premium pricing and controlled distribution.
- Are there limited releases? Yes, the brand periodically releases limited editions that may have distinct packaging and price points.
The Takeaway
Kendall Jenner’s tequila, 818 Tequila, is a family-owned spirit brand built on 100% Weber Blue Agave from Jalisco. Launched in 2021 and backed by strategic investors, it operates within the mid-to-premium price band and positions itself alongside established tequila makers. For Jenner, the venture diversifies her portfolio into a durable category with recurring demand, while the brand’s long-term trajectory depends on product quality, distribution strength, and brand equity rather than short-term celebrity attention.