While dozens of celebs lean on their famous names to hawk expensive hooch, Jenner started her tequila, 818, incognito. Before publicly launching in 2021, the model and member of the Kardashian-Jenner clan anonymously submitted her reposado to the 2020 World Tequila Awards—and took home the category’s top prize. “I wanted the liquid and the brand to stand on their own and for people to love it without knowing I was part of it,” she says. The award—and her 300 million followers on TikTok and Instagram—helped her sell more than 123,000 cases of 818 in 2022. Bottles start at $30, with the top-shelf stuff retailing around $150. Forbes estimates 2022 sales were around $25 million. Beyond booze, this year Jenner has scored modeling gigs with brands including Calvin Klein, Prada and Stella McCartney and reportedly continues to rake in millions appearing on her family’s Hulu reality show, The Kardashians. Read the full story on Forbes: https://www.forbes.com/sites/kristinstoller/2023/11/28/from-cover-shots-to-tequila-shots-how-supermodel-kendall-jenner-plans-to-build-a-spirits-empire/?sh=16e9bb7a4bf1 Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1 Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more: https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript Stay Connected Forbes newsletters: https://newsletters.editorial.forbes.com Forbes on Facebook: http://fb.com/forbes Forbes Video on Twitter: http://www.twitter.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes: http://forbes.com Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.