Here's how 818 Tequila saved their brand. There's more than 2,000 tequila brands out there and more all the time. And the most important thing a brand can do is understand who is their customer and why. 818 is of course associated with supermodel Kendall Jenner, and it's truly a tequila I do not like from a flavor standpoint.
They initially rolled out with a blanco, a reposado, and añejo priced at $45, $55 and $65 a bottle. And it went pretty good. But then late last year, they committed to a Gen Z customer, a younger consumer, and they reduced pricing accordingly to $29, $39, and $49, and they sent Kendall on like a huge tour of college campuses.
What were the results? Their blanco sales in February increased 100% versus February the year before. 818 is also aggressively rolling out half sizes of its blanco and reposado bottles. Now, would I prefer that 818 tastes a lot less like pancake syrup? I would, but I give them credit for understanding their market and actually being willing to change it up on the fly.
