Patrón Tequila, vice president of Global Marketing Adrian Parker, says liquor store sales have increased by 25 percent over the past two weeks amid the coronavirus.
Kendall Jenner keeps up with the many other Hollywood celebrities who want to make money.
The model and reality star has launched her own 818 Tequila brand, and teamed up with a string of stars such as Dwayne ‘The Rock’ Johnson and Ryan Reynolds to build the next billion-dollar empire, following George Clooney’s Casamigos label to $ 1 billion. in 2017.
Kendall Jenner has announced the launch of 818 Tequila, the strong liquor brand she has been silent on for nearly four years, she said. (Edward Berthelot / Getty Images; iStock)
The 25-year-old star “Keeping Up with the Kardashians” said that 818 Tequila, named after the Calabasas area code, had been in the making for years and had already won worldwide competitions, including the World Tequila Awards.
“For almost 4 years I have been traveling to create the tequila that tastes best,” Jenner wrote in an Instagram post. “[A]after dozens of blind taste tests, trips to our distillery, anonymously participating in world tasting competitions and WIN … 3.5 years later I think we did it! “
She further claims that 818 Tequila ‘is all we’ve been drinking in the past year’ before revealing that her brand will be out soon.
DWAYNE ‘THE ROCK’ JOHNSON’S TEREMANA TEQUILA ON PACE FOR FIRST YEAR SALES
Jenner quietly entered her tequila for the Ultimate Spirits Challenge competition, one of the most award-winning in the world, and posted a scorecard calling it ‘the tequila of the best taste in 2020’ and an almost perfect score of 96 points received in the ‘best Anejo’. tequila category, “according to her Instagram post.
A judge described the test notes as earthy aromas of pine and yellow fruit mixed with vanilla with sweet aromas of brown sugar, spicy cinnamon and finished with hints of roasted agave.
RYAN REYNOLDS AVIATION FOR SALE TO DIAGEO FOR $ 610 MILLION
More stars have turned their attention to building strength labels after George Clooney and business partner Rande Gerber made headlines in 2017 for selling their tequila brand Casamigos to international liquor company Diageo, the alcohol giant owned by Johnnie Walker and Smirnoff. Advance $ 700 million and $ 300 million for future sales performance, bringing the value of the transaction to $ 1 billion. More recently, Ryan Reynolds’ Aviation Gin was acquired by Diageo for an estimated $ 610 million last year.
Others competing in the spiritual space include: Dwayne “The Rock” Johnson, who launched Teremana Tequila in 2020 and eventually sold 300,000 cases in the first year, according to The Spirits Business; Justin Timberlake, who introduced his Sauza 901 Tequila line in 2009; and Guy Fieri, who teamed up with rocker Sammy Hagar in 2019 for their Santo Fino Blanco tequila offering with Hagar’s Los Santo tequila portfolio. (Hagar sold a majority stake in its first tequila label, Cabo Wabo, to the Campari group in 2012 for $ 80 million.)
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Michael Bartiromo contributed to this report.