818 Tequila: Pouring Trust and Brand Sustainability into Every Shot, But Is It Enough?

Welcome, LWI Change Makers,

Today we're exploring the origins of tequila and delving into its cultural significance.

Tequila: it's far more than just the base of your favorite margarita. Originating from the town of Tequila in the state of Jalisco, Mexico, this spirit is deeply woven into the cultural and historical fabric of the country. Tequila is more than a drink; it's a celebration of craftsmanship and tradition. From ancient Aztec ceremonies to modern-day fiestas, tequila holds a spot of significance, an embodiment of Mexican artistry. Made exclusively from the Blue Weber Agave plant, the process of creating tequila is a meticulous art form, upheld by generations of skilled artisans known as 'jimadores' and master distillers.

Do you know how it is made? I didn't.

So I have learned these are the steps. If you have more cultural references and context, PLEASE tell us! Leave a comment, as from what I have learned this drink a labor-intensive process. :)

The Steps:

• Agave Harvesting: Workers (known as jimadores) hand-pick mature Blue Weber Agave plants.

• Trimming: The agave leaves are trimmed away to reveal the "piña," the core of the agave.

• Cooking: Piñas are cooked in ovens to convert complex sugars into simple sugars.

• Milling: The cooked piñas are then crushed or milled to extract the agave juice, also known as "mosto."

• Fermentation: The mosto is fermented in vats or tanks, turning sugars into alcohol.

• Distillation: The liquid from fermentation is distilled, usually twice, to increase alcohol content.

• Aging: Depending on the type of tequila (Blanco, Reposado, Añejo, etc.), it may be aged in oak barrels for varying lengths of time.

• Filtration and Dilution: Before bottling, the tequila is often filtered and may be diluted with water to reach the desired alcohol content.

• Bottling and Labeling: The final product is bottled, labeled, and it's ready for distribution!

What I thought about when researching this process was how little of this process is shown in the advertising of the liquor. I typically see people either partying or sipping slowly somewhere in luxury. With this in mind, I wondered who people felt advertised the most ethically for tequila. And so far, it seems that 818 Tequila takes the trophy, for now. However, this brand had a rough starting point with Kendall Jenner being the launch point.

The key public voiced concerns:

The launch of 818 Tequila by Kendall Jenner stirred controversy for a few reasons, including accusations of cultural appropriation. The arguments, across platforms: such as Twitter, Instagram, and TikTok, that Jenner, who doesn't have direct Mexican heritage, and is profiting off a traditional Mexican product. Additionally, some question whether her celebrity status gives 818 Tequila an unfair competitive advantage in an already crowded market, potentially overshadowing smaller, authentic tequila brands.

So what did they do?

They made efforts to overcome the controversy by focusing on quality and sustainability. While I would argue they should have addressed the cultural appropriation better, where they did ultimately shine, was moving away from celebrity endorsements and focusing on actual ethical and sustainability practices. Brands get caught too much in the thought of who has the biggest following and how can we sell as many products as possible as soon as possible. But as has been shown time and time again, in our modern world, this backfires and costs larger on the backend as the brand tries to save its reputation. The goal should be to have a sustainable brand that builds the trust of their consumers.

This brand now has won multiple awards, emphasizing its premium status. They've have leaned into ethical and sustainable practices very clearly and publicly, such as using solar energy and biomass in their distillery and showing these methods though their advertisements. By aligning their brand more closely with social and environmental responsibility, they aim to prove they're about more than just celebrity endorsement.

Building Trust: The Starting Point

818 Tequila's secret ingredient has been just as crucial as agave in their bottles of tequila. Many liquor companies, like 818 Tequila, have leveraged trust by prioritizing transparency, sustainability, and community involvement in their business practices. Brands such as Patagonia Provisions and Maker's Mark have built strong consumer bases by offering quality products alongside clear commitments to environmental and social responsibility. Companies that are succeeding in very competitive markets, are focusing on genuine societal impact, data privacy, and transparent communication. 1

The Spirit of Controversy

Now, when looking at the spirits and liquor industry reputation, ethical dilemmas are as common as a lime wedge in a tequila shot. Many grapples with sustainability issues, such as water usage and waste management, not to mention societal impacts like alcohol abuse. You may be thinking if this is the case, how did 818 Tequila overcome this hurdle? 2

818 Tequila: Cheers to Doing Right

They keep it simple really, they prioritized environmental and social practices throughout their entire operations. This means practices such as their distillery running on biomass and solar energy—that's a win for the planet. They source agave from local, family-owned farms, and they even transform agave waste into construction bricks for local communities. 3 i They did exact opposite of what we see some companies do, they said they were committed to sustainability and social responsibility. They made the commitment, shared it, practiced it, and then showed it. How can a consumer not trust them.

The Ethical Hangover

But let's not celebrate just yet. Even with all these positives, some people could argue that 818 Tequila is still part of an industry often linked to binge-drinking and other health issues. 4 Is it enough to tackle sustainability if the product you're selling has societal downsides?

I am not sure there really is a clear answer to this question but what is clear is that there are clear issues in this industry, and the companies that step out front to start the process will ultimately shine.

What's Next On The Menu?

So where does 818 Tequila go from here? Well, they could focus on promoting responsible drinking while continuing their current eco-friendly practices. They've got the sustainability part down; now they just need to pair it with a commitment to tackle the broader issues tied to alcohol consumption. And this also give the opportunity of other brands to do the exact same and even better yet, innovate and create a solution that not only benefits their companies but also society.

Thank LWI Change Makers and until next time.

LW Innovations

Les W.

Founder, Ethical Marketer

Sources

1. Forbes, "Marketing With Consumer Trust In Mind", Philip Kushmaro, 2021.

2. The Spirits Business, "The Ethical Challenges Facing Spirits Brands", 2020.

3. Forbes, "Crafting A Legacy Of Sustainable Spirits: 818 Tequila’s Journey To Social And Environmental Consciousness", Simon Mainwaring, 2023.

4. Centers for Disease Control and Prevention, "Alcohol and Public Health", 2021.