Photo: drink818.com

818 Tequila, Kendall Jenner’s headline-grabbing spirits line first launched in 2021, has just announced Eight Reserve – a new ultra-premium product set for release on Sept 19 (interestingly, making the release date 9/19).

Eight Reserve is described as a “masterful blend” of 818’s Tequila Añejo with batches of Extra Añejo aged up to eight years.

This mixed-batch añejo will retail for $200 and be released in 8-shaped, handmade ceramic decanters. According to drink818.com, the flavor profile will combine hints of “cooked agave, vanilla, cinnamon, dried berries, and praline.”

Photo: drink818.com

The launch of Eight Reserve comes on the heels of rapidly increasing celebrity presence in the tequila industry.

While George Clooney’s launch of Casamigos Tequila in 2013 may have prompted the first wave of celebrity-branded tequilas, the new trend appears to lie in limited-batch, “ultra-premium” releases.

Kevin Hart’s recently launched Gran Coramino Tequila – a charcoal-filtered tequila reposado contained within an ornate twisted glass decanter – hits on this exact concept.

Dos Hombres, the mezcal line co-founded by Breaking Bad alum Bryan Cranston and Aaron Paul, recently auctioned off two autographed bottles of their limited run Dos Hombres Tobala on Sept 7.

Naturally, limited releases and celebrity endorsements go hand-in-hand.

Pre-orders of Eight Reserve are currently sold out on Reserve Bar. The product will be released on Sept 19 in California, Florida, Illinois, Nevada, New York, and Texas.

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