818 Tequila’s Rise: Building Cultural Relevance Through Events
While the Coachella Valley Music and Arts Festival may have concluded, 818 Tequila continues to gain traction and momentum. Following their third annual 818 Outpost at Coachella, the brand is set to make its debut at the Nashville Speedway Race on May 30. This event signifies 818 Tequila’s inaugural national sports partnership, aligning with NASCAR driver Toni Breidinger to engage with a demographic of consumers aged 21 and over. This strategic move underscores the company’s commitment to being involved in culturally rich and community-oriented events.
Growth Amidst a Competitive Landscape
Founded five years ago by Kendall Jenner, 818 Tequila is much more than just a product backed by celebrity status. It has swiftly emerged as one of the fastest-growing brands in both the tequila and wider spirits categories in the United States. Over the past year, the brand has experienced double-digit volume growth even as market conditions have softened. In an era where maintaining authenticity and relevance is a challenge for many brands, 818 Tequila stands out as a successful case of building a lifestyle brand tailored to the preferences of a younger generation of alcohol consumers.
Creating Immersive Experiences
During its third consecutive year at Coachella, the 818 Outpost became a social media sensation. Designed to resemble a festival atmosphere, the event featured live music, diverse food and beverage selections, and plentiful relaxation zones, embodying a comprehensive experience for festival-goers. The iconic photobooth provided attendees with mini 818 tequila shots and lip gloss, while various brands targeting similar demographics showcased their offerings, creating interactive booths primarily frequented by influencers. This setup extended the essence of 818 Tequila’s brand universe, adorned with nostalgic elements—such as a vintage car—that reflect Jenner’s passion for automobiles. The event was meticulously crafted to enhance engagement both online and offline.
Strategic Brand Vision: Nostalgia and Emotional Connection
Jenny Brown, Executive Creative Director at Calabasas Beverage Company—the parent organization of 818 Tequila—articulates, “Our vision was to transport consumers into a Slim Aarons 70s’ postcard.” This creative approach resonates with the brand’s core values, tapping into collective nostalgia and evoking cherished memories. “When we design our brand’s visual elements, we focus on that emotional connection with consumers,” Jenner notes regarding the brand’s essence. The meticulous attention to detail extends to all aspects, from cocktail napkins to retail assets, all aimed at generating memorable, photogenic moments.
The 1970s AutoCamp Theme
The 818 Outpost embraced a 1970s AutoCamp-themed design, paying tribute to the charm of Palm Springs and Slim Aarons. This aesthetic is purposeful, serving to amplify both social media visibility and audience engagement. Despite lacking an official presence, 818 Tequila has surged to become the most-discussed tequila brand on TikTok, a testament to its cultural relevance.
Building Community Through Engagement
In addition to festival activations, the 818 Tequila College Tour serves as another efficient strategy to connect with the 21+ demographic. Supported by Jenner’s appearances on social media, this tour fosters an authentic link between the brand and college student communities. The objective is to create memorable experiences that facilitate social gatherings. Kathleen Braine, Chief Marketing Officer, emphasizes that “curating magical moments that unite people is central to our mission.” This sentiment is echoed by Brown, who underscores that every interaction is designed with a community-focused hospitality experience in mind. Jenner’s involvement in pop-up shops, tastings, and brand activations reinforces her commitment to fostering these relationships.
Fostering Empowerment and Representation
Kendall Jenner’s influence on 818 Tequila extends beyond marketing; her entrepreneurial presence motivates young women, such as NASCAR driver Toni Breidinger, to seek partnerships within an industry often dominated by men. The strategic collaboration with Breidinger not only enhances brand alignment but also serves as a step towards reaching a more varied consumer base. Braine suggests that, “While we have a strong existing audience, we aim to expand and attract new consumers.” As NASCAR seeks to engage a younger, diverse crowd, this partnership strategically positions 818 Tequila to access this new market.
Curating Memorable Moments
The 818 Tequila team emphasizes their goal of being a catalyst for special memories that resonate long after an event concludes. Whether through campus tours geared towards festive experiences or intimate gatherings at home, the brand sets itself apart by elevating the shared moments among friends and family. “We created 818 for magical moments spent between loved ones,” notes Jenner. This focus on versatility aligns with the contemporary trend of mindful drinking among younger consumers, many of whom are increasingly inclined towards moderation and wellness.
Adapting to Contemporary Drinking Culture
Trade data reveals that non-alcoholic beverage consumption has surged by over 30% in the past year alone, indicating a significant cultural shift toward mindful consumption. Kendall Jenner, reflecting her personal values of balance, articulates that this philosophy resonates with the drinking preferences of younger adults. “The way we showcase tequila at 818 aligns with this deliberate consumption mindset,” she shares. Her personal preference for cozy nights at home over high-energy parties integrates seamlessly into the brand’s identity and messaging.
Innovative Partnerships for Enhanced Experiences
In line with this mindset, 818 Tequila forged a partnership with the leisurewear brand Leset earlier this year, launching a limited-edition apparel collection that centered around moments of relaxation and enjoyment with 818 cocktails. Last year, a collaboration with Rao’s Specialty Foods introduced a tequila-infused version of their famous pasta alla vodka, further cultivating social experiences around dining and entertaining guests. This multi-faceted approach positions 818 Tequila as the ideal beverage to enhance connections—whether at home, a festival, or a social venue. Unlike traditional tequila brands that often emphasize craftsmanship or vibrant party lifestyles, 818 finds a harmonious balance between these elements.
A Case Study in Modern Branding
While some may argue that celebrity status simplifies brand development, the rapid ascent of 818 Tequila provides an exception to this narrative. In just under five years, the brand has effectively leveraged its visibility to develop cultural relevance and foster emotional ties with its audience. With a clear vision and exceptional creative execution, 818 Tequila illustrates how a high-quality product can evolve into an aspirational yet accessible lifestyle brand. Throughout this journey, Jenner has emerged as a competent business leader who remains intricately involved in the brand’s creative and strategic pathways, quietly challenging preconceived notions surrounding celebrity-led enterprises.