Objective

In 2024, Gen Z and Millennial  consumers have never been more specific with their tastes and what they expect out of brands - a trend exemplified in the wine, beer & spirits industry. 

• Consumer habits for alcohol are changing – 21+ Gen Z and Millennials drink less than previous generations, and are more health conscious. But while they’re drinking less, they’re drinking better, choosing quality over quantity. And unlike their predecessors, who reached for beer and wine, they’re often choosing tequila, making it the fastest growing spirit last year (Drizly).
• Gen Z and Millennials also have different career aspirations, with one in two Gen Z and Millennials aspire to be influencers, and for good reason: brands invest heavily in influencer marketing programs, paying tens of thousands of dollars for sponsored content or hosting invite-only events. But only a small fraction will be able to see their dreams come to fruition, often leaving them on the outside of brand experiences, looking in from the windows of social media. 

Against this backdrop, 818 Tequila took the influencer treatment directly to their fans, launching the 818 Tequila College Tour, where founder Kendall Jenner surprises and delights 21+ fans in college towns. The 818 Tequila College Tour’s goals are three-fold:

• Drive brand awareness, virality and share of voice.
• Boost brand love and affinity among one of 818 Tequila’s target demographics - 21+ Gen Z.
• Drive trials of 818 Tequila product and ultimately grow sales.

Strategy

From its inception, the 818 Tequila College Tour has been about creating unforgettable, in-person experiences for 21+ college students and young adults. Since launching, the tour has visited over 21 college towns, bringing the influencer experience directly to fans through 818 Nights at popular college bars, restaurants, and pregame settings. By prioritizing organic, shareable moments, the tour has become a signature initiative in building 818 Tequila’s brand affinity and driving liquid to lips in a way that feels fresh and exciting to Gen Z.

A key factor in the tour’s success has been the personal touch of founder Kendall Jenner, who has surprised fans at multiple stops, turning standard 818 Bar Nights into high-energy, viral moments. In past years, these visits have led to millions of social media impressions, reinforcing 818 Tequila’s authentic connection with its audience.

In 2024, the tour evolved with new touchpoints designed to deepen engagement, including the launch of the Alumni Collection, a nostalgia-driven merch line inspired by vintage varsity styles. To build hype, we tapped post-grad influencers, expanding the campaign’s reach beyond college campuses. Additionally, in Tempe, AZ, Kendall personally delivered “recovery kits” —featuring bagels, 818 Tequila, and Alumni Collection merch—to senior houses at ASU, creating a standout moment that quickly went viral.

While navigating challenges like regional alcohol regulations and strict safety protocols, our localized approach ensured seamless execution without compromising the spontaneity and authenticity that define the 818 experience. By blending influencer culture with real-world brand engagement, the 818 Tequila College Tour has set a new standard in spirits marketing—transforming each event into measurable brand growth, lasting consumer loyalty, and unforgettable, shareable experiences. Since our first college tour in 2023, countless brands have utilized 818’s playbook, further demonstrating the impact and influence of our approach.

Results

The 818 Tequila College Tour as a whole, and especially the 2024 activations, have smashed all KPIs and surpassed expectations - helping 818 Tequila move from brand awareness, to brand love, to brand demand. 

Our immersive events across college campuses in the Midwest, South, and Southeast have generated increasing levels of virality. The latest tour generated over 45,000 social mentions, 80 million social interactions, 1.5 billion social impressions, and received 1,500 direct messages from enthusiastic fans eager for the next stop.

This surge in online engagement has driven brand love to new heights on social media, boosting 818 Tequila as the most talked-about tequila on TikTok among 21+ Gen Z and younger Millennials—even without an official presence on the platform. 
And sales have followed. While tequila as a category grew at just 7% by volume sales vs. last year, 818 outpaced the category growth by 5x with a staggering 35% YOY volume growth (Source: Nielsen, Total US xAOC + Liquor + Convenience, 52 WE 12/28/24, Tequila $25+).

Media