818 / Barrel — CPG Commerce Agency

Building a Scalable Digital Foundation for 818 Tequila’s Long-Term Growth

818 Tequila, founded by Kendall Jenner, is an award-winning tequila brand crafted from 100 percent Blue Weber Agaves in Jalisco, Mexico. Barrel partnered with the 818 team in an ongoing collaboration to strengthen their digital ecosystem through strategic website enhancements, omnichannel optimization, and high-impact product launch support.

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Our Partners

Apps & integrations on this project.

The Challenge

As 818 scaled rapidly as a celebrity-founded tequila brand, the team needed a digital experience that could support omnichannel growth while guiding consumers to retail partners. The platform needed to balance brand storytelling with tools like store locators and campaign activations that drive discovery and purchase.

We conducted a comprehensive website audit to identify UX, performance, and analytics opportunities. These insights informed a roadmap focused on clarity, improved navigation, stronger storytelling, and more efficient conversion paths.

We developed an omnichannel strategy that aligns digital touch-points with in-store discovery. Updates helped users seamlessly move from inspiration to purchase, whether shopping online or locating nearby stores carrying 818.

To support the launch of the brand’s merchandise store and the limited-edition Cocktail Attire Collection with Leset, we built a dedicated merch site with a flexible design system and a frictionless checkout experience. This approach created a scalable foundation for ongoing drops and brand collaborations.

The new merch shop delivered immediate results, with the full collection selling out in fewer than five days. This demonstrated the strength of pairing cultural relevance with a seamless, conversion-ready digital experience.

Why It Matters

The updated experience helps 818 translate its cultural momentum into a scalable digital ecosystem. By connecting storytelling, retail discovery, and campaign activations, the site strengthens brand engagement while supporting continued expansion across retail and digital channels.