Kendall Jenner’s Tequila Empire EXPOSED: You Won’t Believe What She’s Makes!!

How Much Does 818 Tequila Really Make Kendall Jenner in 2025?

Kendall Jenner’s Tequila Brand: How 818 Became a Multi-Million Dollar Success.

When Kendall Jenner first rolled out 818 Tequila in May 2021, let's be honest, it was met with a fair bit of skepticism – just another celebrity jumping into the liquor game, right?

But behind the initial buzz and pretty packaging, 818 has really proven itself with a surprisingly robust business strategy. Named for her hometown's Calabasas area code, the brand carved out its niche in the cutthroat premium spirits market by focusing on stellar taste, an eco-conscious mission, and pervasive digital marketing.

What started as a high-profile launch has genuinely matured into a significant player in the tequila industry.

By late 2022, 818 Tequila had reportedly surpassed $25 million in sales, a figure noted by Forbes.

The brand's savvy adjustments, including a smart price reduction in February 2024 to make it more accessible to its target demographic, clearly paid off. According to CEO Mike Novy of Calabasas Beverage Company (818's parent), the brand proudly achieved double-digit volume growth in 2024, significantly outpacing the overall tequila market.

In fact, it saw a remarkable 65% growth in January 2024 alone, solidifying 818's spot among the fastest-growing tequila brands in the U.S.

Kendall Jenner Faces Backlash After New 818 Tequila Ad

How Much Does Kendall Jenner Really Make from 818 Tequila in 2025?

Now, for the big question: what's in it for Kendall herself? While the exact financial books of private companies like 818 Tequila are, well, private, industry analysts and informed sources offer some pretty solid estimates.

Kendall Jenner isn't just a face on a bottle; she's the founder and Chief Creative Officer of 818 Tequila. She's deeply embedded in everything from product development to creative direction and overall brand strategy, working hand-in-glove with CEO Mike Novy and the Calabasas Beverage Company team.

Experts generally peg Kendall Jenner's ownership stake to be somewhere in the range of 30% to 50%. This generous estimate reflects her foundational role and ongoing, very active participation.

Based on its stellar 2024 performance and current trajectory, 818 Tequila is credibly forecasted to hit gross revenues of $55 million or more in 2025, with a target of 200,000 cases depleted for the year, according to CEO Mike Novy.

When you consider that premium tequila brands typically see profit margins between 20% and 30%, a conservative 20-25% profit margin for 818 translates to an estimated $11–13.75 million in annual profit for the brand.

So, if Kendall Jenner holds a 30-40% slice of that profit pie, her annual take-home from 818 Tequila in 2025 could realistically land between $3.3 million and $5.5 million, even if the company isn't sold. Not too shabby, right?

818 Tequila Sales and Revenue Breakdown: What the Numbers Reveal

Here's a clearer snapshot of 818 Tequila's revenue journey:

2021 (partial launch year): ~$10 million (Estimated, but a good start!)
2022: ~$25 million (Reported by Forbes, impressive for year one)
2023: ~$35-40 million (Our informed estimate, reflecting continued momentum)
2024: ~$45-50 million (Based on reported double-digit volume growth, pretty robust!)
2025 forecast: $55+ million (Driven by relentless U.S. growth and smart international expansion)

These consistent figures firmly place 818 Tequila in the same conversation as other wildly successful celebrity-backed spirits brands.

Kendall Jenner’s Ownership Stake in 818: How Much of the Brand Does She Own?

While that exact percentage remains behind closed doors, Kendall Jenner's crucial role as founder and Chief Creative Officer certainly implies a hefty equity stake.

Industry consensus, taking into account her collaboration with the distillery (La Cofradía) and Calabasas Beverage Company, points to an ownership percentage most likely hovering between 30% and 50%.

Should 818 Tequila ever be acquired, and considering its current growth and enviable market position, a valuation of $400–600 million is considered entirely plausible by industry analysts.

In such a dream scenario, Kendall Jenner's equity alone could be worth a staggering $120 million to $300 million on paper. Now that's playing the long game!

Could 818 Be the Next Casamigos? Tequila Industry Experts Weigh In

coachella

When Diageo snapped up George Clooney's Casamigos in 2017 for up to $1 billion ($700 million upfront, plus $300 million based on performance), it basically reset the bar for celebrity spirits brands. Ryan Reynolds' Aviation Gin also landed a sweet deal, acquired by Diageo for up to $610 million ($335 million upfront, plus $275 million based on performance) in 2020.

818 Tequila, while perhaps not quite at the Casamigos stratosphere yet, is definitely on a trajectory that makes a significant acquisition look very, very likely.

Experts suggest a buyout in the range of $300–600 million is a realistic expectation, especially if 818 keeps up its impressive sales climb and locks in solid global distribution channels. If that acquisition happens and Kendall maintains a 30-40% stake, her payday could comfortably range from $90 million to $240 million.

818 Tequila’s Latest Moves in 2025: Strategic Expansion and Accolades

818 Tequila isn't just resting on its laurels; it's aggressively pursuing growth and market penetration in 2025, proving its commitment goes way beyond a famous name:

NASCAR Partnership: In April 2025, 818 Tequila made a splash by announcing its first national sports partnership with NASCAR driver Toni Breidinger. The brand proudly served as Breidinger's primary sponsor during the Nashville Speedway Race on May 30, 2025, cleverly leveraging Breidinger's unique position as a woman entrepreneur in a male-dominated industry to connect with a younger, more diverse audience.

Experiential Marketing (Coachella Outpost): The brand pulled out all the stops for its third annual 818 Outpost at Coachella in April 2025. This highly curated event was designed to spark emotional connections and maximize social media buzz. Described as a "festival within a festival," it aimed to transport consumers into a "Slim Aarons '70s postcard" and featured cool collaborations with sister brand Rhode.

College Tour: 818 Tequila is hitting the books again with its ongoing "College Tour" in 2025. This smart strategy allows them to directly engage with 21+ consumers in a fun and authentic way, truly building a community around the brand.

International Expansion: The brand isn't just conquering the U.S. market; it's actively expanding its global footprint. Its existing partnership for expansion into China (since 2022) and recent moves into vibrant markets like Mumbai, India, clearly signal a robust strategy for global domination.

Product Innovation & Versatility: 818 continues to emphasize the adaptability of its core Blanco and Reposado offerings, perfectly aligning with growing consumer trends towards "mindful drinking" and "deliberate consumption." This thoughtful approach includes innovative collaborations, such as the Rao's Specialty Foods partnership for a unique tequila pasta sauce and the Leset leisure-wear apparel collection, extending the brand's presence into fresh consumption occasions beyond just traditional bar scenes.

Awards: 818 Tequila continues to rack up critical acclaim, boasting over 47 awards in blind tastings across 14 spirits competitions. Notably, 818 Tequila Blanco proudly earned a 2025 Gold Medal Winner at the prestigious London Spirits Competition, among other impressive accolades.

Social Media Influence: Here's a mind-boggler: 818 Tequila remains the most talked about tequila brand on TikTok despite having no official presence on the app. This really underscores the sheer power of its organic and influencer-driven marketing strategy.

These strategic moves vividly reinforce 818’s long-term vision to gracefully evolve from a trendy celebrity brand to a truly respected, enduring label in the premium spirits industry.

What Kendall Jenner Stands to Earn if 818 Sells

Let’s crunch the numbers for those exciting potential payout scenarios, based on recent market data and common celebrity equity structures:

Conservative Buyout: $300M valuation × 30% ownership = $90M for Kendall
Mid-Range Buyout: $500M valuation × 35% ownership = $175M for Kendall
High-End Buyout: $600M valuation × 40% ownership = $240M for Kendall

Even without an immediate sale, her estimated $3.3–5.5 million annual earnings from 818 in 2025 are pretty significant. Couple that with the substantial potential long-term equity value, and it's clear 818 Tequila is shaping up to be one of Kendall Jenner’s most valuable and impactful business ventures.

Is 818 Tequila Just Hype or Smart Business? Kendall Jenner Proves It’s Both

818 Tequila undeniably got a huge boost from Kendall Jenner's massive global celebrity platform right out of the gate.

But its sustained growth and mounting industry recognition clearly show that its success goes way beyond mere hype. By rigorously focusing on product quality, making smart pricing adjustments, ensuring broad distribution, and executing truly targeted marketing, Kendall Jenner has solidified 818's position as a formidable player in the incredibly competitive tequila market.

Kendall Jenner, who many once saw as the more reserved member of her famous family, has quite stealthily emerged as a shrewd and strategic entrepreneur.

Whether 818 Tequila eventually gets snapped up or continues to scale independently, Jenner is undeniably playing the long game—and right now, she's absolutely winning. In 2025, 818 Tequila isn't just another celebrity brand; it's a compelling case study in how to build a successful spirits business, one delicious bottle at a time.