The 818 Tequila campaign launched on November 9, 2026, with Kendall Jenner starring in a garden-set commercial featuring an unexpected reveal. The brand describes “Nothing Extra” as its largest advertising effort to date. Beyond the commercial, the campaign highlights changes to 818’s tequila recipe, published laboratory findings and expanded U.S. distribution.
Key Takeaways
- Kendall Jenner launched 818 Tequila’s “Nothing Extra” campaign on November 9, 2026
- The commercial was filmed at Flamingo Estate in Los Angeles and uses a visual reveal to introduce the brand’s ingredient message
- 818 says its current Blanco, Reposado and Añejo expressions use three ingredients: agave, water and yeast
- The company began distributing its updated tequila formulation in the United States in 2025
- 818 reported 77% year-over-year U.S. volume sales growth for the four weeks ending October 3, 2026, before the campaign launched
Kendall Jenner has introduced a new advertising campaign for 818 Tequila that uses an apparent near-nude appearance to draw attention to the brand’s current formulation.
The commercial initially suggests that Jenner is walking through a garden without clothing. However, the model eventually appears wearing a white dress, shifting the emphasis toward the tequila’s ingredients rather than her appearance.
The campaign marks 818’s first product-focused commercial, according to Adweek, and forms part of a broader promotional effort across television, digital platforms and outdoor advertising.
Kendall Jenner’s 818 Tequila Campaign Uses an Unexpected Reveal
The new advertisement places Jenner inside the gardens of Flamingo Estate in Los Angeles, surrounded by trees, flowers and produce. Camera framing and strategically positioned foliage initially conceal her outfit, creating the impression that she is undressed.
As the commercial progresses, Jenner emerges in an off-the-shoulder white dress. The scene connects the visual reveal with 818’s message that its current tequila contains no added sweeteners, flavorings or coloring.
The concept was developed with creative agency Nice + Frank, produced by OBB Bolded and directed by Max Bartick. Photographer Sophie Sahara also contributed imagery for the campaign.
In an interview published by Elle on November 9, Jenner explained that the original creative direction included more comedy and suggestive imagery. She preferred a softer presentation that connected the product’s ingredients with the natural setting.
“I wanted it to feel a little bit more based in nature, rather than too sexy by any means,” Jenner told Elle.
Her comments indicated that the final presentation was intended to maintain humor without allowing the imagery to overshadow the product.
Jenner also addressed the concept in the company’s announcement, saying, “With this campaign, we wanted to do something unexpected that would make people look twice.”
The approach differs from traditional celebrity brand endorsements, as Jenner founded 818 Tequila in 2021 and has continued participating in its marketing and creative decisions.
The campaign includes a longer commercial and supporting promotional materials intended for different advertising formats. Although 818 describes the initiative as its largest campaign, the company has not disclosed its advertising budget.
818 Tequila’s Recipe Changes Become Part of the Campaign
The central product message concerns the ingredients used in 818 Tequila’s current U.S. Blanco, Reposado and Añejo expressions.
According to the company, those products are made with 100% Agave Azul, water and yeast. It says no sweeteners, flavorings, coloring or artificial ingredients are added to alter their flavor, aroma, color or structure.
However, the current formulation is not identical to the tequila originally introduced in 2021.
On its website, 818 acknowledges that earlier versions contained small amounts of permitted mellowing agents, commonly called abocantes, to influence color and mouthfeel.
The company says it subsequently adjusted its production process to emphasize the characteristics of agave. Bottles produced under the updated approach began reaching U.S. retailers in 2025.
818 identifies the newer formulation through specific production lots, beginning with Blanco lot 48, Reposado lot 47 and Añejo lot 24.
The brand has also published laboratory testing summaries dated October 14, 2026, covering Blanco lot 61 and Reposado lot 50.
The reported results identified several sugars, artificial sweeteners and flavoring compounds as not detected. Both samples also showed trace amounts of propylene glycol, which the company says it does not deliberately add during production.
818 states that testing was conducted by an accredited independent U.S. laboratory. However, the published summaries apply only to the identified samples and do not establish identical findings for every bottle or expression.
Forbes also examined the company’s approach to ingredient transparency in its November 9 reporting, including questions surrounding earlier production practices.
The distinction is important because the new campaign promotes the company’s present formulation rather than establishing that every bottle produced since 2021 followed the same process.
Sazerac Partnership Supports a Wider U.S. Advertising Rollout
The campaign follows 818 Tequila’s April 28, 2026, announcement of a strategic partnership with Sazerac, the Kentucky-based spirits company.
The agreement includes an exclusive U.S. sales and distribution relationship, giving Sazerac responsibility for supporting the brand across domestic sales channels. The companies did not publicly disclose the transaction’s financial terms.
The campaign is scheduled to appear across social media, YouTube, connected television, outdoor advertising, targeted shopper media and delivery and commerce platforms.
That combination connects consumer-facing advertising with the company’s broader retail distribution arrangements.
818 is among several celebrity-founded food and beverage brands operating alongside established spirits producers. Its latest advertising initiative emphasizes product composition while the Sazerac arrangement addresses U.S. sales and distribution.
In its November 9 announcement, 818 cited NielsenIQ data showing a 77% year-over-year increase in U.S. volume sales during the four weeks ending October 3, 2026.
For comparison, the company cited 6% volume growth for the U.S. tequila category priced at $24 and above during the same period.
Those figures precede the campaign’s launch and therefore cannot be attributed to its advertising activity.
The wider spirits industry provides additional context. According to the Distilled Spirits Council of the United States, combined tequila and mezcal supplier revenue totaled approximately $6.4 billion in 2025, a 4.1% decline from the previous year.
That industry revenue figure measures a different period and metric from 818’s reported sales-volume growth.
The 818 Tequila campaign therefore begins with an expanded advertising presence, new public information about its formulation and an established U.S. distribution agreement. The company has not disclosed campaign-specific sales results.
Frequently Asked Questions
When did Kendall Jenner launch the new 818 Tequila campaign?
The 818 Tequila campaign, titled “Nothing Extra,” launched on November 9, 2026. The company describes it as its largest advertising campaign to date, featuring Jenner in a new product-focused commercial.
Is Kendall Jenner actually naked in the new 818 Tequila advertisement?
No. The commercial uses foliage and camera angles to suggest Jenner is undressed, but she eventually appears wearing a white dress. The visual concept supports the campaign’s ingredient-focused message.
Did 818 Tequila change its original recipe?
Yes. The company acknowledges that earlier versions used permitted mellowing agents to influence color and mouthfeel. It says updated Blanco, Reposado and Añejo products without those added agents began reaching U.S. retailers in 2025.
What do 818 Tequila’s laboratory results show?
Published testing summaries for specified Blanco and Reposado lots report several sugars, sweeteners and flavoring compounds as not detected. Trace propylene glycol was identified, although 818 says it is not added during production, and the findings apply only to the tested samples.
How is Sazerac involved with 818 Tequila?
Sazerac entered a strategic partnership with 818 Tequila in April 2026 that includes an exclusive U.S. sales and distribution agreement. The arrangement supports the brand’s domestic retail presence alongside its advertising activities.
