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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The Challenge

As 818 continued expanding across retail, partnerships, and brand collaborations, the digital experience needed to evolve alongside it. The brand required a more cohesive site that could educate new customers, support retail momentum, and deliver seamless, scalable shopping experiences for rapid-sellout merch drops. The goal was to create a digital foundation built for both storytelling and long-term growth.

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

818 Tequila is growing quickly across retail, culture, and global markets, and its digital experience needed to keep pace. By strengthening the brand’s website and omnichannel strategy, Barrel helped 818 create a scalable digital foundation that supports its long-term vision, fuels retail discovery, and powers high-impact product moments.