{"id":157263,"date":"2025-03-26T07:10:06","date_gmt":"2025-03-26T07:10:06","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/exclusive-news-and-research-on-the-wine-spirits-and-beer-business-56\/"},"modified":"2025-03-26T07:10:06","modified_gmt":"2025-03-26T07:10:06","slug":"exclusive-news-and-research-on-the-wine-spirits-and-beer-business-56","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=157263","title":{"rendered":"Exclusive news and research on the wine, spirits and beer business"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Just over a year ago, Kendall Jenner\u2019s 818 Tequila reduced prices to make a play in Tequila\u2019s thriving super-premium category.<span id=\"more-37138\"\/> When the brand launched, 818\u2019s prices started at $45 for the Blanco up to $65 for the A\u00f1ejo. In February 2024, 818\u2019s pricing for its core expressions dropped to around $30-$50. At the time, the company said the move was to make the brand more affordable to its target demographic of younger consumers, turning 818 from a special occasion offering to a more frequent purchase.<\/p>\n<p>The pricing strategy worked and, according to Mike Novy, the CEO of 818 parent the Calabasas Beverage Company, the brand reached 133,000 cases in 2024. \u201cWe saw a rapid jump in our sales,\u201d said Novy. \u201cWe put ourselves in that slipstream of where our consumer is spending money and it\u2019s paying consistent dividends for us.\u201d<\/p>\n<p>The brand is continuing to build on last year\u2019s gains, according to Novy. Regionally, 818 is strongest in the eastern half of the country, with the nation\u2019s largest spirits markets\u2014including New York, Illinois, Florida, and Texas\u2014being key drivers of growth. Outside of the biggest spirits-consuming states, 818 is seeing particularly strong growth in Maryland, Washington, D.C., and Louisiana. In the western half of the U.S., California is the brand\u2019s most important market but Arizona has exceeded expectations, growing more than 50% in the last year.<\/p>\n<div>\n<p>Within the portfolio, Blanco is the largest SKU, but 818\u2019s Reposado is accelerating quickly, amid the current rush of consumer interest in lightly aged Tequila. \u201cReposado over the past year in particular has seen a nice acceleration and it runs a close second to Blanco,\u201d Novy said. \u201cEncouragingly, I would say our higher-priced expressions of A\u00f1ejo and our Eight Reserve are now seeing an acceleration of sales after they took a dip over the last year when consumer spending patterns changed.\u201d<\/p>\n<p>818, along with Sprinter vodka soda from Kendall\u2019s sister Kylie Jenner, is grouped under the Calabasas Beverage Company (CBC) and distributed nationally by Southern Glazer\u2019s Wine &amp; Spirits. The two brands formed CBC last fall to unify their operations and leverage their respective strengths with distributors and retailers.<\/p>\n<p>So far, Novy said, the plan of merging the Jenner brands\u2019 teams under CBC has paid off. \u201cIt allowed us to be easier to work with,\u201d he said, \u201cbecause we can go to one decision maker at the distributor or the retailer or the account manager and speak about both brands for different moments.\u201d<\/p>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Just over a year ago, Kendall Jenner\u2019s 818 Tequila reduced prices to make a play in Tequila\u2019s thriving super-premium category. When the brand launched, 818\u2019s prices started at $45 for the Blanco up to $65 for the A\u00f1ejo. In February 2024, 818\u2019s pricing for its core expressions dropped to around $30-$50. At the time, the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[3171,907,1305,1820,10113,16238,9182],"dealstore":[],"offerexpiration":[],"class_list":["post-157263","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-beer","tag-business","tag-exclusive","tag-news","tag-research","tag-spirits","tag-wine"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Exclusive news and research on the wine, spirits and beer business - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=157263\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exclusive news and research on the wine, spirits and beer business - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Just over a year ago, Kendall Jenner\u2019s 818 Tequila reduced prices to make a play in Tequila\u2019s thriving super-premium category. 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