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Diving Briefs:
- The 818 Tequila brand of the Calabasas Beverage has been invested by the producer of Spirit in Mexico. Trading conditions were not disclosed.
- GRUPO SOLAVE, which has been partnered with 818 since its launch in 2021, has integrated strategic investment in the brand that it is integrating strategic investments to establish a “firm and sustainable future”.
- Calabasas Beverage is a CEO of the company that was named Larry Goodrich, the former CEO of 818 Post on the linked in page. Goodrich inherits Michael Novy. Olle smokey distillery last month.
Dive Insights:
New CEOs and investments are trying to enhance cultural relevance by 818 Tequila. Consumer behavior change Around alcohol.
Last year, the total tequila volume increased by 2%, 818 increased 40% year -on -yearAccording to the brand.
This month 818 is planned to be released. Weared as a bag charm Use interest in the younger generation’s customization. In other bidding to take advantage of cultural relevance, 818 I partnered with NASCAR driver Toni Breidinger We started cooperation with coffee companies and pasta sauce.
Model and Kardashian family members Kendall Jenner founded 818 Tequila and their brand debuted with Blanco, Reposado and Añejo varieties.
Calabasas also owns the canned vodka soda brand SPRINTER, founded by Kylie Jenner’s younger sister of Kendall Jenner in 2024. Former CEO NOVY to Food Dive Kardashian family joint investment In each other’s business.
Alcohol consumption has significantly reduced, but there are still bright places for premium Spirit brands. Cocktails you can face faster I am accepting tequila and vodka. Tequila ranking instead of malt alcohol The best premium spirit of Bacardi’s annual cocktail trend report.
Since there is a moment in tequila, more huge alcohol brands are looking for space. Bacardi In 2023, I acquired Ilegal Mezcal Expand its existence with a premium spirit. Earlier this year, DIAGEO traded ownership LOBOS 1707 Cîroc Ultra-Premium Vodka Athletes LeBron James for most stake in Tequila supports.
