818 Why did Tequila knocked on NASCAR drivers to accelerate cultural marketing

Founded by Kendall Jenner in 2021, 818 Tequila tried to distinguish itself by mixing Z Gen Z and Millennial consumers by mixing cocktails of mental, fashion and digital culture. This approach is in operation. The Tequila category increased 2% in 2024, but 818 increased 40% year -on -year depending on the data shared by the brand.

The latest efforts of this brand add sports to marketing. Last week, 818 announced the first national sports partnership to team with the 25 -year -old NASCAR driver Toni Breidinger in both motor sports and fashion. For this brand, collaboration meets some demands.

CMO Kathleen Braine said, “Alcohol is all markets on the market, and NASCAR is now widespread in the center of excess right now.” In addition, we are actually consistent with Kendall’s experience as a female founder in the alcohol space because we are empowering female drivers in NASCAR. There are many sorting there. “

Pioneer

Breidinger is the first Arab -American woman in NASCAR and has the most closest records of female drivers. She is also the most followed driver in sports with over 5 million followers and has partnered with brands, including Gatorade, Celsius and Raising Cane ‘S. Her team contacted 818 to start trading.

Braine said, “Sports partnership, especially sports partnerships with alcohol, is fierce and we are really small brands, so it is interesting that she has partnered relationships with us and feels that we are suitable for her.

The brand will acquire Nashville Speed ​​Way Race as a major sponsor of Breidinger on May 30 and host an exclusive VIP experience and party at the event.The 818 branding is the 2025 NASCAR CRAFTSMAN Truck Series season in the first half of the breidinger’s car and racing. It will appear in the equipment. Along with the alignment of the value, the partnership has a visual pain.

Braine said, “The vehicle has been part of aesthetics and marketing from the beginning.” We also have a style of marketing in the 1990s 2000s. There are many things in how NASCAR performs branding. “

Amplify your experience

The empirical aspect of partnership with Breidinger in 818 shows what the brand learned in different activation. The brand has been involved for years with Coachella, and each repetition has evolved from the 2022 -themed pop -up to the event for 1,500 attendees who showcase major music activities this month. The 818 outpost is a model for collecting consumers, influenza and trade partners.

Braine said, “We are looking for all the perfect experiences on that day, and we are checking how the content can resonate with a broader audience through social media.

The 818 Out Post includes pop -up elements sponsored by Sprinter and more than one more pop -up element. The brand was established by Kylie Jenner of Kendall and Calabasas Beverage Co., Ltd., as in 818 It belongs to the umbrella of Braine. case.

“Branding is very different. The aesthetics of 818 are very specific and the sprints have a bold and sporty branding, but they actually work well when needed from a branding point of view.” “We like to make each moment shine when they speak.”