Kendall Jenner is no stranger to the spotlight.
As Kim Kardashian's younger sister, Kendall grew up in the public eye and started modeling at the age of 14 because of her long legs and beauty.
She quickly became a force in the fashion industry, walking for high-profile designers such as Marc Jacobs, Chanel, and Givenchy.
But Kendall was also determined to make a name for herself outside of modelling.
The Kardashians have ventured into every kind of business possible to pursue, from Kim Kardashian's lingerie brand, SKIMS, to Kendall Jenner’s tequila drink, 818, which US colleges love.
In 2021, Kendall launched 818 Tequila, named after the area code of her hometown, Calabasas.
It was first released in California in May and has since been distributed in Nevada, Texas, New York, New Jersey, Georgia, and Florida.
Though just growing, it has topped the list of top celebrity brands, generating a monthly average of 76,150 Google searches in the United States.
Jenner’s passion for tequila was likely inspired by her parents, who would often enjoy the spirit during her childhood.
This personal connection has likely contributed to her dedication to crafting a high-quality tequila that has resonated with its consumers.
Also read: 10 Most Successful Cosmetic Brands Owned By Celebrities
The brand's achievements can also be credited to its strategic collaborations with international companies, broadening its market beyond the U.S.
Mike Novy, the president and chief operating officer of 818, mentioned that the brand has achieved significant sales since Jenner first hinted at the launch on her Instagram in February 2021.
Kendal Jenner poses with the 818 tequila | Drink818/Instagram
The rapid sales have surpassed even the brand’s expectations.
“To put it in context right now, in the first two months that we’ve been in business, we have orders for more cases of Tequila than we expected to sell in the first two years.” He added.
Research by business and marketing experts using a QR code generator has found that the brand is more popular than Ryan Reynolds' Aviation Gin and Mark Wahlberg's Flecha Azul Tequila by 1.2 million followers on Instagram.
However, Kendall's brand has faced several cultural appropriation backlash because of the use of agave in the tequila, which is linked to Mexican culture.
The drink is claimed to be made from 100% Blue weber agave grown in the Los Valles region, and Kendall writes on the company's website: "The area code 818 is home to me, but the earth is home to all of us."
"From the agaves we grow to the production of the bottle, sustainability and transparency of our supply chain is our core focus. We feel a great responsibility to have a positive impact on individuals, communities, and our shared environment."
Kendall added that we feel a great sense of responsibility and pride in positively impacting individuals, communities, and the environment at large.
Despite initial controversy, this feat has moved Kendall Jenner’s 818 Tequila to the top spot among other celebrity-backed brands in the alcohol industry, outselling even Dwayne “The Rock” Johnson’s Teremana Tequila.
Jenner’s success with 818 Tequila suggests that her entrepreneurial instincts are on point.