What if your next fashion accessory… was an 818 bottle ?

That’s exactly what Kendall Jenner and her brand 818 Tequila just pulled off with its new Minis. Forget airplane carts or hotel minibar, these little bottles are designed to be seen. Clipped on bags, styled in outfit pics, turned into literal statement pieces. Your late-night shot reimagined as a fashion item? Bold. And kinda genius.

Because here’s the thing: brands don’t live in boxes anymore. Food, fashion, lifestyle, design… it’s all blurring into one big playground.

And 818 got the memo. With this drop, the brand isn’t “just” about tequila. It’s sliding into your wardrobe, your Friday nights, your “get ready with me” moments.

And that shift says everything about where branding is headed.

From Products to Lifestyle Universes

818 has been building this world for a while. First with the iconic Eight Reserve bottle (that looks more like a sculpture than spirit bottle), then with the College Tour (campus events that felt like pop culture happenings), and even the Coachella Outpost (basically a whole mini festival inside the festival.).

And now, the Minis. They’re no longer hidden away. They’re visible, shareable, instagrammable. Literally a spirit that turned into a cultural object.

And 818 isn’t alone: Zara now has cafés and homeware. Late Checkout built an entire narrative with recurring characters. Jacquemus casually opened a beach club because… well, why not?

🌞 What we learn: products aren’t enough anymore. The brands that matter create worlds. Universes you can step into… and carry with you.

Dare to Surprise

Let’s be real: people are done with products and content all looking the same.

What works now? We want experiences. We want fun. We want to be surprised. IT’S OUT OF THE ORDINARY ? WE LOOOVE IT

That’s what makes the Minis move so smart. Instead of being stuck in minibars, they become accessories, part of the outfits, part of the culture. Same product but reframed in a playful way.

Like Vacation Inc. mad packaging where they turned, its sunscreen into a whipped cream can. Crazy? Totally. Memorable? Absolutely.

🌞 What we learn: REIMAGINE your product. How it’s used. How it’s shown. Make it fun. Make it surprising.

Walking Billboards (But Cooler)

What’s better than ads? People carrying your brand in real life.

That’s exactly what the Minis do. They’re not “just” bottles. They’re **walking ads.** Dangling from purses, showing up at parties, exchanged between friends. Real people. Real life. Real moments. And that’s what makes it authentic.
And honestly, 818 has been nailing merch from day one. Their hoodies and tees look like legit fashion drops. Minis are just the next step: merch you can sip or style.
🌞 **What we learn: powerful branding doesn’t just tell a story. It lets people wear it, carry it, live it.**

Affordable Luxury, But Make It Fun

A full bottle of 818? It’s around 50€. Clearly, it’s not cheap and will not be an impulse buy.

But a Mini at €4? That’s “little treat” territory.

This is luxury playbook 101: create entry points. Fashion houses have tote bags and keychains. Beauty brands have travel minis. They’re not “cheap versions.” They’re doorways into the universe.

With Minis, 818 lets anyone clip the brand to their bag and join the universe.

🌞 What we learn: entry products aren’t extras. They’re invitations to join the world you’re building.

Beyond 818: A Playbook for Every Brand

This isn’t just a tequila story. It’s a playbook for any brand looking to evolve into lifestyle :

Tourism → Don’t just sell a trip. Sell an experience. Like Bad Bunny’s Puerto Rico residency wasn’t just THE concert of 2025. It was a BIG cultural moment for the country.
Hospitality → A hotel is no longer just a room. The Hoxton works because it’s a lifestyle hub: work, food, events. Guests aren’t just customers. They’re members of a club.
Design → Furniture isn’t just utility. It’s cool. It’s self-expression. It’s art. Gustaf Westman doesn’t just sell chairs. He sells a bubblegum-colored world we all want to live in. His collabs (like Ikea) make that universe accessible to everyone.

🌞 What we learn: whatever your sector, ask yourself : if my brand was a universe, what’s the smallest, most playful way someone could experience it?

The Big Shift

818 Minis aren’t just a clever launch. They’re a signal.

We’ve officially entered the era where branding = world-building. Where brands stop being “products” and start living like experiences. Their own worlds, with their own rules.

And the numbers prove it: while tequila as a category grew just 2% last year, 818 grew 40% (Marketing Dive). That’s not just spirits. That’s branding, hun’.

We’re moving from products people buy → to worlds people join.

Disclaimer: Alcohol abuse is dangerous for your health. Drink responsibly. This article is a branding analysis, not an encouragement to consume alcohol.