Kendall Jenner’s 818 Tequila is making waves in the spirits industry with their latest social media campaign and product launch aimed at capturing the attention of Gen Z consumers. The campaign, titled “Free the Nip,” takes inspiration from the popular “free the nipple” movement and reimagines the classic shooter as a fashion accessory, aligning with the younger generation’s love for expressive purchases like Labubu dolls and lip gloss keychains.
The brand’s new product, 818 Minis, are 50ml bottles of their Reposado and Blanco tequila, designed for on-the-go scenarios and unexpected places. The launch of 818 Minis will be accompanied by influencer activations and content showcasing the product in various settings.
In a strategic move, 818 Tequila will be rolling out the 818 Minis nationwide in September, along with limited-edition collectible bundles featuring 818 Mini Bag Charms. These bundles will be available on Gopuff starting on September 8th at 12 p.m. ET. Kathleen Braine, CMO at 818 parent Calabasas Beverage Company, explains that this launch strategy mirrors tactics typically seen in the beauty industry, allowing the brand to tap into new trends and engage with consumers in a fresh and exciting way.
The success of 818 Tequila can be attributed to their focus on cultural relevance, as evidenced by their recent national sports partnership with NASCAR driver Toni Breidinger. Despite the tequila category only growing 2% in volume last year, 818 saw an impressive 40% year-over-year volume growth, showcasing the brand’s ability to resonate with consumers and stand out in a crowded market.
Kathleen Braine, who has been with 818 Tequila for over four years, emphasizes the brand’s commitment to creating shared and magical moments through their products. The decision to tap into the “little treat” trend aligns with 818’s brand ethos of celebrating life’s simple joys and finding moments of happiness in everyday experiences.
By mixing fashion with functionality, 818 Tequila is able to create a unique and visually appealing product that appeals to a younger audience. The brand’s aesthetic and lifestyle approach, guided by founder Kendall Jenner, has been instrumental in shaping their identity and building brand equity in a competitive industry.
As 818 Tequila continues to innovate and expand their product offerings, they remain focused on connecting with their target audience and staying true to their brand values. By leveraging cultural touchpoints and engaging with consumers in meaningful ways, the brand is poised for continued success in the evolving spirits market. Mini bags are all the rage right now, and with the rise of little treat culture and bag charms, it only made sense to take it up a notch with a limited-edition bag charm. The mini bags already had a spot in the fashion world, but adding a trendy bag charm was the perfect way to enhance their appeal.
In the marketing world, we’ve noticed big players like Unilever embracing social-first and influencer-heavy strategies. However, for 818, a social-first brand from the start, this trend hasn’t changed much. Our focus has always been on social, digital, influencers, and content creators, with our founder leading the way. While it may be a new approach for some brands, it’s business as usual for us.
Looking ahead, 818 is exploring new opportunities to connect with both Gen Z and millennial consumers. Gen Z is all about socializing and going out, so we’re developing products tailored to their needs. On the other hand, millennials are into mixology, hosting, and entertaining at home. Our upcoming releases will cater to both demographics, offering products that resonate with their lifestyle choices.
Overall, 818 remains committed to staying ahead of the curve and meeting the evolving demands of our diverse consumer base. Whether it’s embracing the latest trends or tapping into new markets, we’re constantly striving to provide innovative and exciting products for our customers.