Earlier this week, news broke that Sazerac invested in Kendall Jenner’s 818 Tequila, a move that will add the trendy tequila brand to Sazerac’s well-established sales and distribution networks. Of the brands it owns entirely, the Louisville, Ky.-based company’s tequila portfolio is quite thin: Only four name-brand tequilas are under the Sazerac umbrella.
Other than BuzzBallz — undoubtedly a go-to for Gen Z — Sazerac’s portfolio doesn’t have much reach with younger consumers. Since 818 is a company that appeals to that very audience, Sazerac’s investment looks to be a smart pickup.
Today on the “VinePair Podcast,” Joanna and Zach discuss what Sazerac’s investment in 818 Tequila could mean for both companies; how the spirits conglomerate will broaden the reach of the affordable, youth-oriented brand; and if Sazerac’s involvement will turn away the younger cohort that 818 currently appeals to.
Zach is reading: Pittsburgh Is Aggressively Courting Cocktail Enthusiasts. Will Other Secondary Markets Follow?
Joanna is reading: Canada Dumped U.S. Alcohol Amid Tariff Turmoil. Here’s What Canadians Are Drinking Now Instead.
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The article The VinePair Podcast: Does 818 Tequila Unlock Younger Drinkers for Sazerac? appeared first on VinePair.