How 818 Saved Their Tequila Brand

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.

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