Celebrity‑entrepreneur Kendall Jenner has sold a minority stake in her 818 Tequila brand to spirits conglomerate Sazerac, the maker of Fireball and Southern Comfort. The deal, slated for public release Tuesday, gives the 30‑year‑old model’s nascent label access to Sazerac’s nationwide rapidly sales and distribution platform, which moves products such as Svedka vodka and Goldschläger liqueur.

818 Tequila has built a loyal following among Gen Z drinkers, leveraging Jenner’s social‑media reach and a premium‑priced, agave‑forward profile. By partnering with an established player, the brand can accelerate shelf placement in on‑premise venues and expand into markets where Sazerac already commands shelf space. Neither party disclosed the cash amount or percentage ownership involved currently at this stage.

Investors see the transaction as a test of how quickly legacy spirit houses can capture younger consumers through celebrity‑backed labels. Sazerac’s move mirrors recent deals by Pernod Ricard and Brown‑Forman targeting niche brands. With Sazerac’s distribution muscle behind it, 818 Tequila is positioned to translate its social buzz into measurable volume growth over the next year as it pushes into bars and stores.