The Espresso Martini has captured Gen Z & Millennial hearts and minds for the past several years - but which spirit reigns supreme, vodka or tequila? To settle the score once and for all, 818 Tequila and Chamberlain Coffee teamed up to create a limited-edition Espresso Martini Kit Bundle, with a custom Chamberlain and 818 Candied Pecan Cold Brew flavor, perfectly paired with 818 Tequila Reposado for the ultimate cocktail experience. This wasn’t just a product drop—it was a cultural moment built on the growing popularity of the espresso martini and the real-life friendship between the two brand’s celebrity founders. By pairing 818 Tequila’s smooth, premium profile with Chamberlain Coffee’s innovative cold brew expertise, we didn’t just merge two trending brands—we elevated and redefined a category.
Our goals were clear: expand audience reach through cross-category synergy, drive sales by tapping into an engaged and growing Gen Z fanbase, and increase social engagement by leveraging the viral power of two digitally native, cult-favorite brands. The result? A partnership that became greater than the sum of its parts—boosting brand equity and proving tequila’s place in the espresso martini world.
Launched in April 2024, the 818 Tequila and Chamberlain Coffee collaboration was a best-in-class example of how two distinct brands can create something uniquely impactful when they join forces. This wasn’t a simple co-branding effort—it was a multi-channel campaign built on four key pillars: exclusive offerings, founder engagement, on-premise activations, and press outreach.
The campaign kicked off with product-driven excitement, introducing Limited-Edition Candied Pecan Cold Brew Singles, inspired by 818 Reposado’s smooth caramel finish. Additionally, an exclusive line of branded merchandise—featuring cocktail shakers, martini glasses, and a limited-edition baby tee—available on chamberlaincoffee.com. To further drive digital sales and convenience-driven consumption, a curated bundle was sold exclusively on Gopuff, offering consumers a seamless way to experience the collaboration.
To ignite buzz ahead of the official launch, friends and founders, Kendall Jenner and Emma Chamberlain, co-created a viral tease video, which garnered over 11 million views—surpassing previous engagement benchmarks and becoming one of both brands' most successful videos to date. Building on that momentum, the campaign unveiled its official Launch Video, a high-energy, cinematic spot showcasing Jenner and Chamberlain crafting the perfect tequila espresso martini with 818 Reposado and Chamberlain Coffee’s Candied Pecan Cold Brew.
To bridge the online experience with in-person, on-premise activations brought the collaboration to life at high-profile restaurants in NYC, Chicago, and LA, offering consumers a firsthand opportunity to experience the collaboration, featuring “Emma & Kendall’s Espresso Martini” on select menus. 818 also leveraged existing key accounts frequented by our target demographic to secure new placements and drive foot traffic, with restaurant partners praising the campaign’s strong consumer demand and social virality.
Bringing together two powerhouse brands—each with distinct but overlapping audiences—required careful brand alignment. We tackled this by identifying shared brand values—premium quality, social virality, and Gen Z cultural relevance—allowing us to create an authentic, hype-driven campaign.
The beverage industry is filled with collaborations, but we stood out by creating a 360-degree moment—an IRL-meets-URL experience that moved beyond standard influencer marketing to deliver a fully integrated partnership.
The campaign delivered impressive outcomes from the first day. The kits sold out in under 4 hours—a clear signal of strong consumer demand—while the initiative generated over 55 press hits and more than 350 million social impressions, extending reach far beyond our core audiences.
This partnership extended into on-premise accounts, leveraging local relationships to drive social engagement and on-the-ground consumer trials. These trendy placements at key on-premise bars magnified the partnership’s impact by strengthening account relationships and leading to six key accounts choosing to extend the program for their customers.
Beyond the immediate successes, this collaboration underscored 818’s robust market performance. 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+). This momentum is further reflected in 818's dominant social media presence, where it ranks as the most popular tequila brand on platforms like Instagram and TikTok.
Overall, the 818 and Chamberlain Coffee collaboration not only met but exceeded our strategic objectives, setting a new standard for partnership success in the industry.
