It still pays to have a celeb booze brand.

Despite reports that adults are drinking less at record rates, some Gen Z coded brands are booming.

Per the latest industry data (ending 9/5/26), Kendall Jenner‘s 818 is the fastest growing tequila in the country. The brand received a minority investment this month from Sazerac, the maker of Fireball and Southern Comfort.

Said an insider of Jenner’s booze, “This comes after three years of double-digit growth while the category remained flat or declining.”

According to a Gallup poll, 54% of U.S. adults now say they drink alcohol — which ties a record low from last year. US booze consumption also dropped 5% in 2025.

Among the areas doing well these days are tequila and nonalcoholic drinks, like George Clooney, Rande Gerber and Mike Meldman‘s Crazy Mountain.

Meanwhile IWSR Bevtrac said last year in a report that despite public perception, Gen Z’s boozing is “broadly in line” with other gens.