When tequila meets trailblazing: a story of brand vision
A few years ago, 818 Tequila stepped into a crowded, competitive industry. Founded by Kendall Jenner in 2021, the brand could have easily been dismissed as another celebrity-backed venture with a short shelf life. But 818 didn’t just try to be the next “cool drink” on the shelf. Instead, it crafted a personality, rooted in culture, community, and a certain nostalgic-but-modern aesthetic that spoke directly to younger audiences.
Fast forward to today, and the numbers speak for themselves. While the overall tequila category grew by just 2% in 2024, 818 surged ahead with a 40% year-over-year growth in volume. That’s no lucky break, it’s the result of intentional moves rooted in something deeper than trendy bottle design or influencer shoutouts. It’s a masterclass in 818 Tequila’s cultural marketing, and it’s catching the attention of entrepreneurs and marketers across industries.
How a Nascar driver fits into the story
So, how does a tequila brand end up on a NASCAR track?
This year, 818 teamed up with Toni Breidinger, a rising star in motorsports and fashion, and the first Arab-American woman to compete in NASCAR. To some, this may have seemed like a bold move. But for 818, it was a natural fit, and a strategic one. NASCAR has a strong foothold in many regional U.S. markets where alcohol sales matter most. At the same time, partnering with a woman who’s breaking boundaries in a male-dominated field aligned beautifully with the brand’s own founding story.
The collaboration isn’t just about slapping a logo on a car. It’s a full-fledged campaign, with 818’s branding appearing on Toni’s car and gear throughout the 2025 season. There’s even a full brand takeover of the Nashville Speedway race, complete with an after-party and VIP experience that continues the brand’s legacy of hosting events that feel immersive, stylish, and a little unexpected.
And right there in the middle of all of it? The strategy that ties it together, 818 Tequila’s multicultural marketing, making sure the brand always feels connected to the moment, to the people, and to something bigger than just alcohol.
The experience matters — and they know it
818’s marketing doesn’t just live on the shelf or in Instagram stories. It thrives in real-world, real-time moments. From their gas station-themed pop-up at Coachella in 2022 to their latest 1,500-person event featuring a major musical act, 818 has built a name for curating experiences rather than just advertisements.
That’s a key takeaway for anyone building a brand in today’s landscape. Marketing isn’t only about the product; it’s about the feeling. It’s about being part of a moment your audience doesn’t just see, but actually remembers.
And they’ve gone a step further by using these experiences to generate content that doesn’t feel forced. The visuals, the vibes, the events, they all circle back to a brand identity that’s been consistent since day one. Their 1990s and early 2000s aesthetic blends nostalgia with modern-day relevance, creating a sense of belonging for the Gen Z and millennial crowds they’re speaking to. This consistency is what keeps 818 Tequila’s cultural marketing so grounded and recognizable.
What entrepreneurs can learn from 818’s approach
What 818 does differently isn’t just about the flashy events or celebrity presence. It’s about knowing their audience deeply and meeting them where they are, without losing their own brand voice.
They don’t rely on mass-market appeal. Instead, they dig deep into subcultures and emerging spaces. Whether it’s motorsports, music festivals, or fashion, they’re choosing communities that align with their values, and then showing up in meaningful, organic ways.
For small businesses and growing brands, this is a goldmine of insight. You don’t need a million-dollar budget to apply the same principles. Start by defining what your brand stands for. Who are you for? What culture are you part of? Then show up in that space, not just to sell, but to belong.
Let your product be part of a story people want to tell. That’s what 818 Tequila’s cultural marketing does. It blends identity, aspiration, and access, so that when people engage with the brand, they feel like they’re part of something bigger.
Two brands, one strategy
Here’s another layer: 818 isn’t going it alone. Their sister brand, Sprinter, a ready-to-drink vodka soda backed by Kendall’s sister, Kylie Jenner, is growing alongside them under the same company umbrella. And yet, each has its own clear aesthetic and target audience.
While Sprinter leans bold and sporty, 818 is all about refined, sun-drenched style. They don’t compete for attention. Instead, their shared events and marketing allow both brands to shine, offering a glimpse into how smart brand architecture can work in tandem rather than conflict.
This gives business owners something else to consider: how multiple products or offerings can complement one another with shared values, but separate identities. It’s a balancing act, but when done right, as seen through 818 Tequila’s cultural marketing, it becomes a force multiplier.
The take-home message for marketers now
At its core, 818’s success is not about tequila. It’s about what a brand can represent beyond a product. Beyond a name. It’s about showing up with purpose, being present with the people and places that share your values, and betting on experiences that create lasting influence.
For entrepreneurs, this isn’t just inspiring, it’s actionable. Whether you’re selling drinks, clothes, tech, or art, the blueprint is the same: start with identity, build with culture, connect with community.
That’s the heart of 818 Tequila’s marketing strategy, and why it’s not just being noticed, but winning hearts.
FAQ’s
1. How does 818 Tequila connect with young audiences online?
They create fun, shareable moments like surprise campus stops and stylish events and make fans a part of the brand experience.
2. What is unique about their social media approach?
Instead of going directly up with an ad, they ask fans to share their own moments of the brand and make it a community experience.
3. How do they make their events become memorable?
By blending music, fashion, and culture into their events, they create average events into memorable brand experiences.