818 Tequila, the brand co-founded by Kendall Jenner in 2021, launched a new advertising campaign called Nothing Extra on November 9, 2026, publishing third-party laboratory test results alongside claims that its tequila contains only agave, water and yeast.

The spot, shot at Flamingo Estate in Los Angeles and directed by Max Bartick for agency Nice + Frank, arrived a month after a federal judge in Chicago let a class action over 818's 100% agave and handcrafted label claims continue, according to Law.com and the legal database VitalLaw.

What the Nothing Extra campaign claims

The 37-second film, produced by OBB's branded content studio OBB Bolded, sets Jenner in a Garden of Eden styled scene and teases a nude reveal before pivoting to the punchline that it is the tequila, not Jenner, that is practically naked. The brand describes Nothing Extra as its largest campaign to date, running across social media, YouTube, connected TV, out of home advertising and delivery platforms including UberEats and DoorDash, according to a PRNewswire release and reporting by Forbes.

On a dedicated campaign page, 818 states that its blanco, reposado and añejo are made from 100% agave azul, water and yeast, with no added sweeteners, flavors, coloring or artificial ingredients, and the company says it is publishing third-party laboratory testing there so consumers can review the results themselves, per the release and coverage from Global Drinks Intel. Chief marketing officer Kathleen Braine said in a statement that the campaign was designed to make a technical subject playful and culturally relevant, adding that nothing extra went into the bottle except the glass around it.

Global Drinks Intel, reviewing the campaign site's copy, reported that 818 also disclosed that its tequila contained minimal amounts of abocantes, or mellowing agents, within the allowances of the Consejo Regulador del Tequila (CRT), Mexico's tequila regulatory and certification body, when the brand launched five years ago, and that the recipe has since changed to the three listed ingredients. CRT rules permit limited use of additives such as glycerin or oak extract in tequila labeled 100% agave, provided the alcohol itself derives entirely from agave sugars.

The lawsuit over 818's agave and handcrafted claims

818 is separately defending a proposed class action in the U.S. District Court for the Northern District of Illinois. According to a case summary published by VitalLaw, consumers sued Calabasas Beverage Company LLC and K&Soda Inc, doing business as 818 Spirits, alleging that marketing calling 818 Tequila Blanco, Reposado and Añejo 100% agave, handcrafted and small batch was deceptive and that the products contain alcohol from non-agave sources.

U.S. District Judge Matthew Kennelly ruled on October 7, 2026 that the 100% agave and handcrafted claims had been pleaded with enough specificity to proceed, according to Law.com and Law Commentary. He dismissed the small batch theory, finding the plaintiffs had not pointed to a production limit, industry standard or regulatory definition that made the phrase misleading, and he also dismissed a request for an injunction on future labeling. Law Commentary reported that under Mexico's official tequila standard, a 100% agave designation requires that all of the alcohol come from blue Weber agave sugars, but does not by itself mean agave is the bottle's only ingredient.

818's growth since the Sazerac investment

818's marketing push follows a deal announced April 28, 2026, when Sazerac said it was taking a minority stake in 818 and becoming its exclusive U.S. sales and distribution partner, a transaction both companies described as a strategic partnership and financial investment with terms not disclosed, according to Food Dive and Shanken News Daily. Sazerac chief marketing officer Sara Saunders said at the time that 818 stood apart for its cultural relevance and commercial momentum. Shanken News Daily reported, citing Impact Databank, that 818 retails between $30 and $50 and has sold above 100,000 cases annually in recent years.

B&T reported that 818 recorded a 77% year-on-year increase in volume following the Sazerac distribution tie-up. Nothing Extra follows 818's Best Summer Ever campaign, which rolled out in June, per The Spirits Business. The brand's tequila is produced in Jalisco by Grupo Solave, which took a minority ownership stake of its own in 818 in September 2024, according to a case study published by femfounded.org.

What this means

818 Blanco and 818 Reposado carry TW Scores of 58 of 95 and 56 of 95 in Tequila Watch's database, figures set independently of any claim the brand makes about its own recipe. What is not yet public is the content or scope of the lab reports 818 has posted, including which lots were tested and by which laboratory, a detail worth watching as the Illinois litigation moves toward discovery.