• by Fern Siegel , February 14, 2024

The Jenner family considers branding and brand expansion its business.

Its latest entry: Kendall Jenner’s 818 Tequila, made from 100% Blue Weber agave in Jalisco, Mexico, has teamed with Rao’s Homemade to launch Pasta Alla Tequila, a twist on the classic vodka pasta recipe.

The new pitch is to combine 818 Tequila Blanco, Rao’s Homemade marinara sauce, heavy cream and parmesan cheese.

To launch the partnership, 818 Tequila and Rao’s are creating a limited-edition Pasta Alla Tequila Kit, including 818 Tequila Blanco, Rao’s Homemade marinara sauce, 818-shaped pasta, a custom dish towel, and a homemade recipe card.

The limited-edition kits are sold on drink818.com beginning Feb. 13.

All creative work was done in-house by 818 Tequila, which is posting across its owned social channels. The social collab will live both on @raoshomemade (here and here) and @drink818 (here) social platforms.

The 818 Tequila brand takes its name from the San Fernando Valley’s area code, where Jenner grew up.

The Rao family began creating authentic Italian pasta sauces in 1896 at its New York restaurant, and later at Rao’s Las Vegas and Rao’s Los Angeles. In 1992, Rao's Specialty Foods was founded. Rao's is now owned by Sovos Brands.