Sazerac Expands Portfolio with 818 Tequila Stake
The beverage giant acquired a minority stake in the spirits brand in June 2026 to reach a younger demographic.
Updated on Oct. 15, 2026 in Cocktails
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In June 2026, Sazerac acquired a minority stake in 818 Tequila and secured exclusive distribution rights for the brand across the United States. This strategic move aims to leverage the brand's appeal to younger consumers.
Why it matters
By incorporating 818 Tequila into its portfolio, Sazerac is targeting younger drinkers to offset broader category stagnation. The brand has successfully attracted a significant number of new customers who previously did not purchase tequila.
818 Tequila volume sales rose 73% in the four weeks ending September 5, 2026, even as the tequila category over $25 contracted by 0.4%. Additionally, 66% of the brand's customers in the previous quarter were new to the tequila category.
The players
Sazerac
Sazerac is a major American family-owned spirits company that owns and operates several distilleries and produces a wide range of alcoholic beverages.
818 Tequila
818 Tequila is a premium spirits brand founded in 2021 that markets various tequila expressions and has gained traction through lifestyle-focused branding.
The details
The brand has driven growth through strategic product displays at points of purchase and high-visibility activations at events like Coachella and college tailgates. 818 Tequila is currently available in 750-, 375-, and 50-milliliter sizes.
Timeline
818 Tequila launched in 2021.
Sazerac acquired a minority stake in June 2026.
Sales data reflects the four-week period ending September 5, 2026.
Culture Shift
This deal underscores the broader industry push to capture younger audiences who are increasingly moving away from traditional brand loyalties. It marks a departure from legacy strategies by prioritizing brands that actively convert consumers from outside the category.
Consumers can expect to see more 818 Tequila on shelves and at events as Sazerac scales the brand nationwide. The increased availability and distribution focus may change how and where the product is purchased.
The takeaway
Sazerac is betting on 818 Tequila to sustain its growth through a five-year scaling plan. Readers looking for new spirits options may find the brand more accessible as its distribution footprint widens under the new partnership.
Further reading
Learn more about the latest industry trends in the United States Cocktails section.
Source note: This article includes information reported by Food Dive.
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