Kendall Jenner’s tequila brand, 818, has emerged as the fastest-growing tequila in the United States, defying broader trends of declining alcohol consumption among adults. Industry data indicates that the brand has experienced three consecutive years of double-digit growth, even as overall alcohol sales have remained flat or decreased.

The growth of 818 comes amid broader shifts in drinking habits. According to a recent Gallup poll, just 54% of U.S. adults reported consuming alcohol, matching a record low from the previous year. This decline in alcohol use is part of a larger trend observed across demographic groups, but some celebrity-driven brands with strong appeal to younger consumers appear to be bucking the trend.

This month, 818 received a minority investment from Sazerac Company, the producer behind popular spirits such as Fireball and Southern Comfort. An industry insider noted that the partnership followed the brand’s steady expansion and signals confidence in its continued growth potential.

Founded by Jenner, 818 has positioned itself within a competitive tequila market, leveraging both celebrity influence and a focus on quality to attract a youthful customer base. Despite the overall decline in alcohol consumption among U.S. adults, the brand’s sustained expansion highlights the evolving dynamics within the beverage industry, where niche and celebrity-backed products can thrive even amid broader market challenges.