Kendall Jenner was not drinking tequila when she first thought about it. But, she knew it was something special.
“I was fascinated by tequila because my parents loved it. She shares that it was a celebration in her household. “As I grew older, I began exploring the space… I tried many types of tequila.”
Jenner came up with the idea for 818 tequila five years ago. Jenner had two goals at the time: create a gender-neutral and women-led brand within a male-dominated industry and make it socially and environmentally responsible.
Jenner is part of a long line of women entrepreneurs and celebrities. Kim Kardashian’s sister, Kim Kardashian, started sKims and Kylie Cosmetics. Kim was added to the Forbes billionaire list this year. sKims as well Kylie Cosmetics were valued at more than $1 billion.
Jenner spoke out in an exclusive interview with Forbes. Jenner said, “I come from a very female-dominated family. All my sisters own their businesses.” That has been something that I have been inspired by my whole life. My sisters were always doing their thing, starting businesses and partnerships. It was inspiring to me. This has been a great inspiration for me.”
Statistics are difficult to find, but the agave-based spirits market (tequila and mezcal) is heavily male-dominated. It is well-known that only a few tequila brands have been owned by women. According to CNN, only a few women are certified masters of Tequila in Tequila, Mexico. In addition, a 2020 McKinsey study shows that women make up only 10% of C-Suite positions within the food and beverage distribution sector.
Jenner made it a priority to be “planet-friendly” from the beginning. As a result, she formed a partnership with the 1% for Planet. Yvon Chouinard from Patagonia founded this non-profit organization in 2002. 1% for The Planet works with top brands like Honest Tea, Patagonia, and Nature’s Path to facilitate the donation of 1% annually to environmental causes.
Jenner is a member of 1% for the Planet and works with the non-profit S.A.C.R.E.D. (which stands to save agave for culture, recreation, education, and development) in agave-producing Mexican communities. S.A.C.R.E.D. Lou Banks founded S.A.C.R.E.D. in 2013. Since then, the organization has worked in Mexico with communities to replant agave and invest in rural infrastructure. They also focus on water security and help rebuild after natural disasters.
Banks explains, “When I first saw these [agave] spirits made, I knew they were special and that it was important that it continued as it had been for hundreds upon centuries.” A few trips later, I realized that the multi-generational wisdom it represents must be continued. This wisdom can also be manifested through practices that can solve water insecurity, food security, and climate change. Although it sounds grandiose, I believe there is a way forward for our species based on how these rural Mexican communities live.
Inspiration for the business
Jenner explains that “We found S.A.C.R.E.D. They were terrific, and I loved what they did. I find it really amazing that they listen to the needs of each community. They visit every community and get their input.
Lou Banks, the founder of S.A.C.R.E.D., and his team work with an agave-producer network to identify those in greatest need. S.A.C.R.E.D. has 818 projects, including a library and heritage agave cultural center. All projects are identified by the community and led by them. For example, Grupo Solve provides agave bricks made from waste from the tequila production process. Grupo Solve, 818’s partner distillery located in Jalisco, Mexico’s Amatitlan region, is powered mainly by solar and biomass.
Jenner was accused of cultural appropriation concerning photos she took in the agave field when the brand launched earlier in the year. George Clooney title sold Casamigos in 2017 to Diageo for as high as $1 billion. However, he did not get the same media scrutiny for photos taken in the agave field. It is well-documented that media sexism affects women in politics, advertising, and Hollywood.
Jenner is determined that Jenner will show women-led alcohol companies can be different by creating a gender-neutral brand and a socially conscious company. “I want to build and grow a company that inspires other women entrepreneurs. This was my ultimate goal. You are unique, and you should take advantage of your power. We are unstoppable if you have a vision and a passion. So let go of your fears and embrace what you have to offer.
The company of Kendall Jenner is 818 tequila company. She has officially launched her new tequila company on 17th February 2021. The model took to Instagram to reveal the launch of 818 tequila
Besides 818 Tequila Company, Kendall has teamed up with many companies as a partner. Such as:
Kendall and her sister Kylie started their brand in 2012. Then Jenner sisters partnered with PacSun to launch their Kendall + Kylie brand. After nine years, the brand has almost 5 thousand subscribers and sells a wide range of products.
Kendall Jenner has invested in vegan oral hygiene business Moon with the help of an L.A.-based beauty incubator. Kendall and Shaun Neff collaborated on Kendall’s unique product, the Teeth Whitening Pen.
· Other Brands
Kendall is also the face of acne brand Proactiv, hair tools company Runway Series, and Estée Lauder’s now-defunct Millennial brand Estée Edit, in addition to Moon. Kendal also teamed up with Kylie Cosmetics.
Kendall Jenner is more then a popular model and social media star, she is also a businesswomen. You go girl!