Photograph courtesy of 818 Tequila. The celebrity wellness category has picked up momentum in recent years, thanks in part to GOOP’s Gwyneth Paltrow, growing in tandem with public interest in healthier, alcohol-free lifestyles. Alcohol consumption among adults has seen a decrease, with the Australian Bureau of Statistics reporting that Australians are consuming less alcohol today than at any point in the last 55 years.
Despite these findings, celebrity booze brands are on the rise. The actor (and former T Australia cover star) Idris Elba founded Porte Noire Champagne with Connaught Cellars. George Clooney lends his star power to the Diageo-owned Casamigos, and Ryan Reynolds opted for clear spirits with his Aviation Gin.
It didn’t take long for the business-savvy Kardashians to make moves on the market, with the model Kendall Jenner launching her own brand, 818 Tequila, in 2021. Offering consumers a choice of Blanco, Reposado, Añejo, and an Eight Reserve, 818 embraces traditional practices – harvesting their agave plants at peak maturity after six to seven years, before slow-cooking each batch in traditional ovens for roughly 30 hours. Following tahona wheel extraction, the tequila is naturally fermented before distillation inside alembic copper pot stills, then aged in American and French oak barrels.
This month, the B-Corp certified 818 celebrates a new milestone: its official launch into Australia.
“We are thrilled to be launching 818 Tequila in Australia, and we hope that 818 will find success here as it has all over the world,” says Jenner of the brand’s Australian launch. “818 is all about a sense of community and bringing people together, and we think our ethos aligns perfectly with the Australian consumer.”
To celebrate the local release, try these three low-effort, max-flavour cocktails to ease you into the weekend.
818 Pura Margarita (Blanco)
Ingredients
60ml 818 Tequila Blanco
30ml fresh lime juice
30ml agave syrup (50 per cent agave nectar, 50 per cent water)
Method
Shake all ingredients with ice.
Strain and serve over fresh ice.
818 Espresso Martini (Reposado)
Ingredients
60ml 818 Tequila Reposado
40ml chilled espresso
20ml coffee liqueur
5 ml cinnamon syrup (optional)
Espresso beans (for garnish)
Method
Add all ingredients to a shaker with ice.
Shake for 15-20 seconds until foamy.
Strain into a chilled martini or coupe glass.
Garnish with three espresso beans and serve
818 Old Fashioned (Añejo)
Ingredients
75ml 818 Tequila Añejo
1 cube of sugar
3 dashes of Angostura Bitters
Splash of water
Orange peel
Method
Add bitters, water, and sugar to the glass
Muddle to make a paste
Add an ice cube and tequila
Garnish with cocktail cherry and orange peel
