818 Tequila, the award-winning tequila brand founded by Kendall Jenner, has announced the launch of Eight Reserve by 818 – an ultra-premium Añejo Reserve that will be available for purchase in September.
The launch of Eight Reserve by 818 marks an expansion of the brand to new consumers. This follows the successes of the company’s first year, including becoming the top-selling new spirits brand in 2021 in the United States (Source: Nielsen & IRI Total US, Multi Outlet + Convenience). The brand has also won 25 blind tasting awards in eight international spirits competitions.
Developed in the heart of Jalisco, Mexico, the new Eight Reserve liquid is a blend of one-year-old Añejo and additional eight-year-old Añejos, which creates a level of complexity, sweetness and depth rarely seen in Tequila. The result is an elegant, soft and rich expression, made to be enjoyed pure while celebrating life’s special moments.
“The launch of Eight Reserve is a defining moment for the 818 Tequila brand,” said Kendall Jenner, Founder of 818 Tequila. “We are constantly looking to innovate and with this new liquid we are building on what makes 818 Blanco, Reposado and Añejo so beautiful and complex and taking it to the next level. It was amazing to work alongside our team in Mexico to develop Eight Reserve.
The bottle of Eight Reserve is just as special as its liquid. The handmade ceramic carafe is produced by artisans in Pachuca, Mexico, and the figure-eight shape symbolizes this moment in 818 history – an unforgettable shape made for passing hands and endless tequila enjoyment .
Retailing for SRP$200 and available in 750ml, Eight Reserve will be available for purchase September 19 from New York, Texas, Florida, Nevada, Illinois and California, with other states that will be launched until the end of the year. Eight Reserve will also be available to order online at liquor markets, including ReserveBar. The bottle is available for pre-order starting today by visiting eightreserve.com.
“Our Eight Reserve Tequila Añejo is such a harmonious and unique blend,” said David Yan González, director of tequila operations at 818 Tequila. “Aged in French and American casks, the Tequila is a masterful blend of Añejo that is wonderfully rich and layered. We are proud to present this delicious product.
The launch of Eight Reserve will expand 818 Tequila’s consumer base, hitting shelves at a time when Americans are spending more on premium tequila and mezcal. According to new data from the IWSR, US tequila consumption jumped 27% in 2021 and is expected to overtake vodka sales by 2023, making it the most purchased spirits category in the United States.
Guests attending the brand’s annual 8.18 celebration, held at Soho House’s Little Beach House Malibu, were among the first to taste the new liquid, joined by Kendall Jenner and her 818 Tequila team.
From its 1% for the planet rebate to its partnership with SACRED – a non-profit organization that supports Mexican communities where heritage agave spirits are made – and its collaboration with local family businesses in Jalisco, Mexico and sustainable suppliers, 818 Tequila embodies an emerging consumer ethic.
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