Southern Glazer's Wine & Spirits, Miami and Dallas, has signed a national alignment agreement with 818, the award-winning, hand-crafted tequila brand founded by Kendall Jenner. Produced in Jalisco, Mexico, the brand has created as much marketplace buzz for its 16 blind tasting awards as it has from its famous owner.

As part of a new generation of female entrepreneurs in the spirits industry, Jenner wants to create a company focused on producing tequila that appeals to a fresh generation of tequila drinkers, interested in a more casual, social, natural experience and produced by a distillery that places a high priority on social responsibility.

The main pillars of 818 will be to promote environmental sustainability and support community initiatives that give back to the people of Jalisco, while protecting the very land they rely on for their livelihoods, the company says. This includes using recycled agave fibers to create building materials to provide housing for local families in need.

“I’m incredibly proud of the product we have created with our team in Mexico and am honored that they have joined us on this journey,” Jenner said in a statement. “Their mentorship and support are important as we build 818 into one of the world’s leading tequila brands. That’s why I am so thrilled to work with Southern Glazer’s and their outstanding sales teams to help introduce these tequilas to both off and on-premise customers. I’m excited for more people to be able to try it in the coming months.”

Jennifer Chaplin Tolkin, vice president of supplier management at Southern Glazer’s Wine & Spirits added: “Southern Glazer’s is firmly committed to bringing more diversity to the wine and spirits industry, and that includes through the brands we represent. I’m personally excited to be working with another female-owned spirits brand and hope that ventures like this encourage more women to take a shot at being part of our exciting industry. With an award-winning tequila product, a passionate owner, and a commitment to giving back, I think great things are ahead for the 818 team.”

Because of the hand-crafted nature of the product, Southern Glazer’s will launch distribution of 818 in Kendall Jenner’s home state of California and continue to roll out across the United States throughout the summer and in months to come.

The 818 portfolio features three variations:

•            818 Tequila Blanco – Ultra smooth with undertones of tropical and citrus fruit and long finish.

•            818 Tequila Reposado – Ripe, roasted agave flavors complimented with a touch of vanilla from oak aging and a classic, smooth finish.

•            818 Tequila Añejo – More complexity of vanilla and spice from longer barrel aging with a rich, smooth, finish.