Kendall Jenner's 818 Tequila Leads Growth Amidst Declining Alcohol Consumption
The celebrity-backed brand has become the fastest-growing tequila in the U.S., defying broader industry trends of reduced alcohol intake.
Despite a record low in alcohol consumption among U.S. adults, Kendall Jenner's 818 Tequila has emerged as the nation's fastest-growing tequila brand. Industry data ending September 5, 2026, shows 818 Tequila experiencing significant growth, a trend that continues even as overall U.S. adult drinking rates tie a record low. According to a Gallup poll, 54% of U.S. adults currently report drinking alcohol, a figure that matches last year's low. U.S. alcohol consumption also saw a 5% decrease in 2025.
The success of 818 Tequila contrasts with the broader market, where adult drinking has declined. An insider noted that Jenner's brand has achieved "double-digit growth" over the past three years while the overall category has remained stagnant or declined. This celebrity endorsement appears to resonate with a younger demographic, often referred to as Gen Z, who are coding brands in a way that drives popularity despite lower overall drinking rates.
This past month, 818 Tequila also secured a minority investment from Sazerac, a major beverage alcohol company known for brands like Fireball and Southern Comfort. This strategic investment further solidifies 818 Tequila's position in the market.
While overall consumption is down, certain beverage categories are still performing well. Tequila, in general, has seen continued interest, alongside the growing market for nonalcoholic beverages. A report from IWSR Bevtrac from the previous year indicated that, contrary to some perceptions, Gen Z's alcohol consumption patterns are broadly in line with those of other generations.