818 Tequila, the brand co-founded by Kendall Jenner, says its US volume sales grew 77 percent year over year in the four weeks ending October 3, 2026, compared with 6 percent growth for the US tequila category priced at 24 dollars and above, according to NielsenIQ figures the company cited in a release tied to its new ad campaign.
The brand launched the campaign, called Nothing Extra, on November 9, 2026 through a release distributed on PRNewswire, built around a claim that its tequila contains just three ingredients and backed by third-party lab results the company is posting on its own site.
What 818 says is in the bottle
The campaign's central claim is that 818 Tequila is made from 100 percent Agave Azul, water and yeast, with no added sweeteners, flavors, coloring or artificial ingredients, a description the company published alongside the ad rather than an outside finding. On its Nothing Extra campaign page, 818 publishes third-party laboratory results alongside its ingredient statements. The spot itself was created by creative agency Nice + Frank, produced by OBB's branded content studio OBB Bolded, directed by Max Bartick and shot at Flamingo Estate in Los Angeles with still photography by Sophie Sahara. The film plays on a double meaning of nakedness, showing Jenner partially obscured by garden foliage before revealing she is fully dressed and redirecting the reveal to the tequila itself.
How the Sazerac partnership changed 818's distribution
818's growth numbers follow a deal struck in April 2026, when Sazerac invested in the brand in an arrangement that also gave it access to the spirits company's US sales and distribution channels, and the brand has reported rising sales since. Coverage of the new campaign has framed it as arriving on the heels of that distribution tie-up, which expanded 818's retail footprint ahead of the ad's release.
What the sales figures do and do not show
The 77 percent figure is company-reported data attributed to NielsenIQ rather than an independently published industry report, and it covers a four-week window that closed before the Nothing Extra campaign went live on November 9. That means the growth figure reflects the period following the Sazerac distribution expansion rather than any measurable effect of the new ad itself, a distinction several outlets covering the release have noted directly. Jenner founded 818 in 2021, when the brand began selling tequila in the US, and the new campaign places her at the center of the ingredient claim in the same way she has fronted the brand's marketing since launch.
What this means
The ingredient disclosure here is the company's own, posted on its own campaign page, not an outside audit of the liquid. Tequila Watch's database lists 818 Blanco at 58 of 95 on the published four-pillar TW Score, without a Verified Organic certification on file, a separate matter from the lab results the brand is now promoting.