818 Tequila Accelerates Growth with NASCAR Partnership
818 Tequila, founded by Kendall Jenner, has experienced remarkable growth. While the tequila category saw a 2% volume increase in 2024, 818 achieved a 40% year-over-year surge. The brand's secret? A strategic blend of spirits, fashion, digital culture, and now, sports marketing.
818 recently announced its first national sports partnership with NASCAR driver Toni Breidinger. This collaboration marks a significant step for the brand, tapping into new audiences and strengthening its connection with Gen Z and millennials.
Reaching New Markets Through Sports
CMO Kathleen Braine explained the strategic rationale behind the partnership. "Alcohol marketing is a ground game, focused on specific markets," she stated. "NASCAR's strong presence in these key markets aligns perfectly with our growth strategy." The collaboration also empowers a female driver in a male-dominated sport, echoing Kendall Jenner's own experience as a female founder in the alcohol industry.
A Trailblazing Partnership
Toni Breidinger, the first Arab-American woman to compete in NASCAR, boasts a substantial following of over 5 million. Her record-breaking achievements and brand partnerships make her a valuable asset for 818. Breidinger's team initiated the deal, recognizing the synergy between the two brands.
818's branding will be prominently displayed on Breidinger's car and racing gear throughout the 2025 NASCAR Craftsman Truck Series season. The brand will also sponsor the Nashville Speedway race on May 30, hosting a VIP experience and after-party.
Amplifying Experiences
818's experiential marketing, including its involvement with Coachella, has informed its approach to the NASCAR partnership. The brand aims to create memorable experiences that resonate both on-site and online through social media.
The brand also leverages synergies with its sister brand, Sprinter, a ready-to-drink vodka soda founded by Kylie Jenner. While each brand maintains its unique aesthetic, they collaborate strategically when appropriate.
