818 Tequila joins the race with NASCAR’s Toni Breidinger
Kendall Jenner’s tequila brand partners with the most followed driver in NASCAR, signalling that spirits brands are still betting big on motorsports. The post 818 Tequila joins the race with NASCAR’s Toni Breidinger appeared first on The Drinks Business.
818 Tequila has announced a new partnership with NASCAR Craftsman Truck Series driver Toni Breidinger, becoming the first tequila brand to team up with a female NASCAR driver.
The deal marks 818’s first national sports partnership and sees the celebrity-backed spirits brand continue its push into lifestyle-led marketing. Breidinger, who holds the record for the most top-ten finishes by a female driver in ARCA and boasts over 5 million followers across social media, will feature 818 branding on her car and race gear throughout the 2025 season.
Founder Kendall Jenner said: “Toni is a force both on the track and on social media. We are so excited to partner with her for our first national sports partnership.”
As part of the collaboration, 818 will serve as Breidinger’s primary sponsor during the Nashville Speedway race on 30 May. The brand will also host a VIP experience and afterparty at the event, with appearances from the driver. Following the race, 818 will remain as an associate sponsor for the remainder of the season.
Motorsports still in the fast lane
The move follows a growing trend among spirits brands leveraging the cultural cachet of motorsports to reach younger audiences - especially Gen Z. As previously reported by db, brands like Chivas Regal, Peroni and Patron have invested heavily in Formula 1 partnerships, drawn by the sport’s increasing global visibility and cross-over appeal into fashion, music and lifestyle.
818’s tie-up with Breidinger reinforces this strategy, connecting the tequila brand with a fast-expanding fanbase that is younger, more diverse, and increasingly female.
“I am proud to team up with a brand that is unapologetically itself and continues to uplift women,” said Breidinger. “As a tequila lover, 818 Tequila has always been my favourite, so partnering with them for the 2025 season is a dream come true.”
Founded by Kendall Jenner, 818 Tequila is made at a family-owned distillery in Jalisco, Mexico, and has won over 47 awards in blind tastings across 14 spirits competitions. In 2024, the brand grew 16 times faster than the tequila category average, led by the growth of 818 Blanco.
