May 25, 2023

While scores of celebs lean on their famous names to hawk expensive spirits, Jenner started her tequila brand, 818, incognito. Before publicly launching in 2021, the model and member of the Kardashian-Jenner clan anonymously submitted her reposado to the 2020 World Tequila Awards–and took home the category’s top prize. “I wanted the liquid and the brand to stand on their own and for people to love it without knowing I was part of it,” she says. The award–and her 300 million followers on TikTok and Instagram–helped her sell more than 123,000 cases of 818 in 2022. Bottles start at $30, with Eight Reserve añejo retailing for about $150. Forbes estimates 2022 sales were around $25 million. Beyond 818, this year Jenner has scored modeling gigs with brands including Calvin Klein, Prada and Stella McCartney and reportedly continues to rake in millions appearing on her family’s Hulu reality show, “The Kardashians.”

Forbes Staff

Forbes Founder Staff is a seasoned writer dedicated to exploring the intersection of entrepreneurship, innovation, and business.

Previous Story

Navigating Property Taxation: A Comprehensive Guide to State Variations in 2023

Next Story

Paul Hill

Latest from 30 under 30

Oscar yi Hou

Oscar yi Hou showed a yearlong solo exhibition of figurative paintings at the Brooklyn Museum, making him one of the youngest artists

Brianna Wu

First-generation American Brianna Wu created her loungewear brand, Briavia, at 18-years-old from her bedroom. Since the company’s inception in 2017, she has

Sophia Wilson

Since starting her photography career at 13-years-old, Sophia Wilson has contributed her images to publications such as The New York Times, Vogue,

Grace Whiteside

Grace Whiteside is the founder of Sticky Glass, a Brooklyn-based glass design company they launched in 2020. Sticky Glass, which is carried

Jacob Webster

Self-taught photographer, Jacob Webster, specializes in beauty and fashion-centric images. He has worked with stars such as Doja Cat, SZA, Keke Palmer,