Kendall Jenner’s 818 Tequila has landed additional investment and named a new CEO.
The tequila brand’s parent company, Calabasas Beverage Company (CBC), received a strategic investment from the Pérez family, owners of Grupo Solave, the company in Jalisco, Mexico that produces 818 Tequila, according to an announcement today. Terms of the deal were not disclosed.
Grupo Solave has been growing agaves for four generations in Jalisco and is now the largest family-owned agave grower in Mexico, according to a press release. The company will now become a part-owner of 818 Tequila. Brands such as Astral Tequila, Don Gato and ready-to-drink (RTD) cocktail Onda are also made at Grupo Solave’s distillery.
Hecho Tequila Soda, a RTD brand that appears to be off the market, also received a strategic investment from Grupo Solave and signed a bulk tequila supply agreement in 2022.
Grupo Solave is a subsidiary of OLEOMEX, a Mexican company with business ventures in edible oils, margarine and agave products, among others.
The announcement comes as CBC (also the parent company of Kylie Jenner’s Sprinter) appoints a new CEO. Larry Goodrich, former chairman of CBC, will helm the company. The Southern Glazer’s veteran previously served as CEO of 818 Tequila during the brand’s formative years and early expansion.
Meanwhile, previous CBC CEO Michael Novy has stepped into the CEO role for the top moonshine and flavored whiskey maker, Ole Smoky, which also owns Tanteo Tequila. He served as president and COO of CBC from the company’s start in 2021 until July 2024, when he moved up to CEO.
818 Tequila’s leadership change comes on the heels of a portfolio expansion this month: 818 Minis – 50 mL bottles of its Reposado and Blanco expressions. The mini line is another trend-savvy release from the reality TV star-turned-entrepreneur, including a past collaboration with influencer Emma Chamberlain on an espresso martini kit. Clearly aiming to tap into the need for portable, low-commitment spirit offerings, the minis also fit squarely into collectable, customizable trinket trends led by Gen Z.
On social media, the brand has positioned the minis as accessories, encouraging consumers to clip the bottles to purses and phone cases. Limited edition bundles debuted earlier this month on Gopuff featuring collectible custom 818 Minis Bag Charms that hold one 818 Mini. The line will later roll out nationwide at liquor stores such as Total Wine & More and BevMo in September.
Mini formats and RTDs have fared better in recent years than larger format sales in many spirit categories. Tequila, vodka, cordials, and whiskey are leading growth within the minis segment, according to NIQ.
818 Tequila sales are up 17% year-over-year in the four weeks ending May 17, 2025, according to NIQ.