Current Price Range for 818 Tequila
818 tequila, the brand co-founded by George Clooney, typically retails between $35 and $55 for a standard 750ml bottle in the United States. Prices vary by retailer, location, and specific expression, with limited-edition bottles often commanding higher secondary market prices. The core Blanco, Reposado, and Añejo expressions remain the most widely available and consistently priced variants. For the latest bottle-shop listings and regional price differences, see the current market overview on Forbes.
Factors That Influence Retail Price
State taxes, distributor fees, and import duties directly affect the final shelf price of 818 tequila. Bottles sold at airport duty-free shops or high-end liquor stores may carry a premium of 10 to 20 percent over standard retail. Limited releases and special packaging can push individual bottle prices well above the standard range, especially in secondary markets.
Brand Ownership and Company Structure
818 tequila is produced by Casamigos Tequila, which was acquired by Diageo in 2017 for up to $1 billion in a deal that included cash and stock. The acquisition brought the brand under the same corporate umbrella as Johnnie Walker and Guinness, giving it access to Diageo's global distribution network. The brand's production remains centered in Jalisco, Mexico, using blue agave sourced from the highlands.
Diageo's Spirits Portfolio and Distribution
Diageo's spirits portfolio includes premium and super-premium brands across tequila, whiskey, and rum categories. The company's distribution infrastructure allows 818 tequila to be available in over 150 countries, though pricing and availability can vary significantly by market. For details on Diageo's acquisition structure and financial terms, see the official SEC filing summary.
Market Position and Competitor Comparison
818 tequila competes in the super-premium segment with brands like Patrón, Don Julio, and Casamigos' sister label under Diageo. Industry reports rank it among the top-selling super-premium tequilas in the United States, driven by celebrity association and consistent quality. The brand's market share has grown steadily since the Diageo acquisition, reflecting strong demand in both on-premise and off-premise channels.
Key Competitors and Price Benchmarks
Patrón Silver and Don Julio Blanco typically retail in a similar $40 to $60 range, making 818 tequila a direct competitor on price and positioning. Casamigos' acquisition by Diageo has intensified competition in the celebrity-backed tequila segment, pushing brands to maintain quality while managing costs. For a broader industry analysis of tequila market trends and brand rankings, see the latest report on Bloomberg.