818 Tequila Accelerates Into NASCAR with Toni Breidinger: A Historic Partnership Fueled by Speed, Style, and Spirit

Source: 818 Tequila

Reported By: Caroline Dalal

April 24th, 2025 — A new kind of power pairing has emerged at the intersection of luxury lifestyle and high-octane sport. 818 Tequila, the award-winning brand founded by Kendall Jenner, has announced its first-ever national sports partnership—aligning with trailblazing NASCAR driver Toni Breidinger. The move positions both the brand and the driver at the forefront of a cultural shift in racing, where visibility, authenticity, and female empowerment are taking center stage.

This milestone collaboration makes Breidinger the first woman in NASCAR to partner with a tequila brand, marking a bold leap for both motorsports and the luxury beverage space.

Known for its smooth expressions and sustainable production, 818 Tequila has carved out a space for itself in premium spirits with a younger, style-savvy audience. Now, it’s expanding that presence into motorsports—aligning with a driver who mirrors the brand’s ethos of drive, confidence, and unapologetic individuality.

Throughout the 2025 NASCAR Craftsman Truck Series season, 818’s branding will be featured on Breidinger’s No. 1 truck and her racing gear—including helmet and fire suit. In a particularly high-profile appearance, 818 will take over the Nashville Speedway race on May 30, serving as Toni’s primary sponsor for the event. The activation includes a full-scale VIP experience hosted by 818 and an exclusive afterparty appearance by Breidinger herself.

After Nashville, 818 will remain an associate sponsor for the rest of the racing calendar—continuing to bring its signature branding and spirit to the sport’s rapidly expanding fanbase.

Breidinger’s ascent in NASCAR has been anything but conventional. She currently holds the record for the most top-ten finishes by a female driver in ARCA history (27) and boasts a digital following of over 5 million fans. Her unique combination of athletic prowess, fashion-forward branding, and Gen Z influence has positioned her as a standout not just within the pit lane, but far beyond it.

By partnering with Breidinger, 818 is tapping into a narrative that goes deeper than race stats or shelf placement. It’s about shifting perceptions—about what tequila can represent, and who motorsport is for.

In aligning with a brand born from the luxury lifestyle world and a driver who represents the future of the sport, this partnership isn’t just strategic—it’s symbolic.

Founded by Kendall Jenner, 818 Tequila is an award-winning, hand-crafted tequila brand. Produced using traditional methods in Jalisco, Mexico at a family-owned-and-operated distillery, the brand has won over 47 blind tasting awards across 14 spirits competitions. 818 Tequila features four variations – a Blanco, Reposado, Añejo, and its ultra-premium Eight Reserve. From its 1% for the Planet giveback, to partnering with S.A.C.R.E.D. – a nonprofit that supports Mexican communities where heritage agave spirits are made – to working with sustainable suppliers, 818 Tequila keeps the Earth in mind in everything they do. In 2024, 818 Tequila achieved 16x the category's growth, significantly outpacing the overall tequila market, which grew just 2% year-over-year. 818 Blanco also led the charge, growing 35% in volume sales, while the category remained flat. The brand further dominated social media, earning the highest TikTok views and Instagram engagement among competitors.