Sazerac, Louisville, Ky., announced a strategic partnership and financial investment in 818 Tequila, the award-winning tequila brand founded by Kendall Jenner, as well as an exclusive U.S. sales and distribution relationship.

This partnership builds on 818 Tequila’s strong existing momentum, pairing the brand’s proven consumer traction and cultural relevance with Sazerac’s brand-building expertise to unlock additional growth across priority tequila markets, the company says.

“Tequila continues to be a bright spot in spirits, driven by strong consumer interest across a growing range of occasions and price points. 818 Tequila stands apart due to its cultural relevance and commercial momentum,” said Sara Saunders, chief marketing officer of Sazerac, in a statement. “We’re energized and looking forward to partnering with 818 Tequila to reach even more consumers.”

Five years since its launch, 818 Tequila has built a distinctive position within the category, appealing to the next generation of tequila drinkers through its modern social-first brand identity, award-winning liquid, and status as a taste-making brand led by founder Kendall Jenner.

“I’m so excited for this next era of 818 Tequila. We’ve built something I’m incredibly proud of, and partnering with Sazerac feels like the perfect next step as we continue to accelerate,” Jenner said in a statement. “They have an amazing track record of helping develop brands, and it means so much to have a partner who believes in our vision and has invested in it.”

Lanay Jacobs, president of 818 Tequila, added: “Over the past five years, 818 Tequila has built meaningful brand and business momentum with a small, independent team, and we are incredibly proud of what we have created. We are thrilled to partner with Sazerac because they bring the scale, capabilities, and reach to help accelerate our next phase of growth, and they believe strongly in the future of the brand.”

818 Tequila joins Sazerac’s robust, global spirits portfolio including BuzzBallz, Buffalo Trace Bourbon, Eagle Rare, Weller, The Last Drop, Traveller Whiskey, Fireball Cinnamon Whisky, Southern Comfort, SVEDKA Vodka, Wheatley Vodka, Myers’s Rum, Paddy’s Irish Whiskey and many more.