Summary of BRAVE COMMERCE Episode 818: 818 Tequila’s Kathleen Brain on Building a Lifestyle Brand with a Celebrity Founder

Podcast Information:

• Title: BRAVE COMMERCE
• Host/Author: Adweek
• Description: MikMak Founder & CEO Rachel Tipograph and Profitero’s President Sarah Hofstadter explore what’s relevant in eCommerce today for the world’s biggest brands. Each episode shares tips worth millions in sales and features interviews with the bravest marketers navigating the latest consumer and retailer dynamics.
• Episode: 818 – Tequila’s Kathleen Brain on Building a Lifestyle Brand with a Celebrity Founder
• Release Date: May 29, 2025

Introduction

In Episode 818 of BRAVE COMMERCE, hosts Rachel Tippograph and Sarah Hofstadter welcome Kathleen Brain, the Chief Marketing Officer (CMO) of 818 Tequila, to discuss the intricacies of building a lifestyle brand in collaboration with a celebrity founder, Kendall Jenner. The conversation delves into brand vision, digital commerce strategies, marketing partnerships, and insights into engaging Gen Z consumers.

Founding and Vision of 818 Tequila

Kathleen Brain begins by outlining the origin of 818 Tequila, emphasizing Kendall Jenner's passion for tequila and her desire to create a brand that resonates with the next generation of drinkers.

Kathleen Brain ([06:20]): "Kendall founded 818 Tequila because she had a love for tequila and wanted to create something for the next generation of tequila drinkers. She wanted to showcase the beauty of tequila as a versatile liquid, not just for shots or margaritas."

Brain highlights Kendall's vision to redefine tequila consumption by presenting it as a sophisticated spirit suitable for sipping neat or in a variety of innovative cocktails, thereby challenging existing stereotypes.

Collaborating with a Celebrity Founder

The discussion moves to the dynamics of working closely with a celebrity like Kendall Jenner, who plays an integral role in shaping the brand's identity and direction.

Kathleen Brain ([10:31]): "Kendall is the visionary, she is the leader. She is involved in everything from soup to nuts and has been since the beginning. She has a special love for brand and for visual brand identity."

Brain emphasizes the importance of Kendall's hands-on involvement in every aspect of the brand, ensuring authenticity and alignment with the target audience's values and aesthetics. This partnership fosters a strong, cohesive brand identity that resonates deeply with consumers.

Digital Commerce and Distribution Strategy

Kathleen Brain discusses the shift towards digital commerce, especially accelerated by the COVID-19 pandemic, and how 818 Tequila adapted to meet the needs of digitally native consumers.

Kathleen Brain ([17:05]): "Our consumer is very online and that they're very digitally native, so we knew it was important to put the emphasis on eCommerce. We partnered with platforms like MikMak, Instacart, and DoorDash to navigate compliance laws while reaching our audience effectively."

Brain explains the complexities of selling alcohol directly to consumers in the U.S. due to regulatory restrictions. By collaborating with intermediaries, 818 Tequila ensures compliance while providing convenient purchasing options for their customers.

Marketing and Brand Building

The conversation delves into the importance of aesthetic and emotional brand identity in engaging Gen Z consumers. Brain draws parallels with successful millennial brands, emphasizing the necessity of deliberate consumption.

Kathleen Brain ([14:27]): "Brands that are succeeding have leaned into creating touchpoints that communicate a brand visually in a way that older brands didn't. It's about the aesthetic, the visual brand identity, and how that ties into brand storytelling."

Brain highlights the shift from performance-driven marketing to a more creative and emotionally engaging approach. This strategy aligns with Gen Z's preference for brands that offer meaningful and visually appealing experiences.

Strategic Partnerships: NASCAR Sponsorship

Kathleen Brain elaborates on 818 Tequila's strategic decision to sponsor a NASCAR driver, Tony, and how this partnership aligns with the brand's values and marketing objectives.

Kathleen Brain ([21:20]): "One overlap was being a woman in an industry that is traditionally male-dominated. Our team is female-forward, and Kendall shares that trait. Additionally, the design aesthetics between our brand and NASCAR, especially the 90s and 2000s ephemera nod, created a natural synergy."

Brain explains that sponsoring Tony not only aligns with their brand identity but also helps in reaching a broader and younger audience. Tony's influence as a social media content creator further amplifies the brand's reach and engagement.

Embracing Lifestyle Branding

818 Tequila positions itself as a lifestyle brand rather than just a product brand, focusing on world-building and community engagement to create a strong, relatable presence in the market.

Kathleen Brain ([24:15]): "We think about creating a lifestyle brand and not just a product brand. We've done it deliberately with an eye to creative world-building and community building."

This approach allows 818 Tequila to differentiate itself in the competitive alcohol market by fostering a loyal community and offering experiences that resonate with their target demographic.

Insights on Gen Z Consumers

Brain shares valuable insights into Gen Z consumers, emphasizing their preference for deliberate and versatile consumption. This generation seeks products that add value and meaning to their lifestyles.

Kathleen Brain ([08:41]): "Gen Z and the 21+ generation are looking for things that feel beautiful and bring a good vibe to their lives. It's about deliberate consumption, making choices that make you feel good in the moment."

This mindset drives 818 Tequila to create versatile products and engaging marketing campaigns that cater to the sophisticated tastes and values of younger consumers.

Conclusion and Future Initiatives

In closing, Kathleen Brain reflects on the success factors behind 818 Tequila, attributing it to the team's agility, the brand's clear vision, and the strong partnership between strategy and creativity.

Kathleen Brain ([24:15]): "We've been able to make decisions quickly and impact change rapidly because we're a small, nimble team. This agility is crucial in an industry that's often segmented and slow-moving."

Looking ahead, 818 Tequila plans to continue leveraging digital partnerships and innovative marketing strategies to expand its reach and solidify its position as a leading lifestyle brand in the tequila market.

Notable Quotes

1. Kathleen Brain ([06:20]): "Kendall founded 818 Tequila because she had a love for tequila and wanted to create something for the next generation of tequila drinkers. She wanted to showcase the beauty of tequila as a versatile liquid, not just for shots or margaritas."

2. Kathleen Brain ([10:31]): "Kendall is the visionary, she is the leader. She is involved in everything from soup to nuts and has been since the beginning. She has a special love for brand and for visual brand identity."

3. Kathleen Brain ([14:27]): "Brands that are succeeding have leaned into creating touchpoints that communicate a brand visually in a way that older brands didn't. It's about the aesthetic, the visual brand identity, and how that ties into brand storytelling."

4. Kathleen Brain ([17:05]): "Our consumer is very online and that they're very digitally native, so we knew it was important to put the emphasis on eCommerce. We partnered with platforms like MikMak, Instacart, and DoorDash to navigate compliance laws while reaching our audience effectively."

5. Kathleen Brain ([24:15]): "We've been able to make decisions quickly and impact change rapidly because we're a small, nimble team. This agility is crucial in an industry that's often segmented and slow-moving."

This comprehensive summary captures the essence of Episode 818, highlighting key discussions on brand vision, collaboration with a celebrity founder, digital commerce strategies, marketing partnerships, and insights into Gen Z consumer behavior. Notable quotes with timestamps provide valuable takeaways, ensuring the summary is both engaging and informative for those who haven't listened to the episode.