# Celebrity-Backed Agave Bricks Kendall Jenner's 818 Tequila is Turning Agave Waste Into Bricks By Elena Rahman | Published 2022-04-25 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/agave-waste References: [fastcompany](https://www.fastcompany.com/90744482/kendall-jenners-818-tequila-brand-is-turning-agave-waste-into-bricks?partner=feedburner&utm_source=feedly&utm_medium=feed&utm_campaign=feedburner+fastcompany&utm_content=feedburner) & [drink818](https://drink818.com/sustainability)  Kendall Jenner's [818 Tequila](https://www.trendhunter.com/trends/818-tequila) brand is taking eco-initiatives with its agave waste. The brand is committing to sustainable practices by transforming [agave pulp into functional bricks](https://www.trendhunter.com/trends/cob-brick). Every liter of tequila generates roughly 11 pounds of agave pulp during fermentation. The brand partnered with Mexican nonprofit [SACRED](https://www.trendhunter.com/trends/bespoke-wallpaper) to start the 818 Bricks Program to mitigate the company's footprint. The program uses post-production agave fibers to create adobe bricks, which will be used to build a school library and a tasting room for the distillery. Both the buildings and bricks were designed by Eric Gomez Ibarra, a local architect whose firm specializes in bioclimatic architecture. According to the architect, agave has been used in brick-making for thousands of years, including in some ancient pyramids. Image Credit: 818 Tequila ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 83% | Activity: 93% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) > [Eco Architecture](https://www.trendhunter.com/ecoarchitecture) ## Key Themes ### What's Driving This Trend - **Eco-initiatives in Alcohol Industry:** There is an opportunity for targeted marketing towards ethically and environmentally conscious consumers through eco-initiatives similar to Kendall Jenner's 818 tequila brand's agave brick program. - **Agave Waste Upcycling:** The practice of converting agave pulp waste into functional products such as bricks can be expanded to other industries to increase profit and sustainability in manufacturing. - **Bioclimatic Architecture:** The use of agave bricks in bioclimatic architecture can be a way to push the boundaries of sustainable building while reducing waste. ### Who This Affects Most - **Alcohol Industry:** Other alcohol brands can replicate Kendall Jenner's 818 tequila brand's eco-initiatives through agave waste management and sustainable manufacturing to attract ethically and environmentally conscious consumers. - **Construction Industry:** With the use of agave bricks in bioclimatic architecture, the construction industry can explore alternative, eco-friendly building materials to replace traditional bricks and reduce waste. - **Agriculture Industry:** The agriculture industry can implement upcycling methods similar to the 818 Bricks Program, where waste from farm production can be transformed into functional products in other industries. ## Related on Trend Hunter - [Celeb-Backed Tequila Expansions](https://www.trendhunter.com/trends/818-tequila.md) - [Home-Building Tequila Initiatives](https://www.trendhunter.com/trends/adobe-brick-project.md) - [Tequila Diamond Brooches](https://www.trendhunter.com/trends/tequila-diamond.md) - [Recyclable Aluminum Tequila Packaging](https://www.trendhunter.com/trends/denada-tequila.md) - [Paper-Packaged Tequilas](https://www.trendhunter.com/trends/buen-vato-tequila.md) - [Co-Branded Tequila Variants](https://www.trendhunter.com/trends/nmsu.md) - [Luxury Tequila NFTs](https://www.trendhunter.com/trends/avion-tequila-extra-anejo.md) - [Artist-Inspired Tequila Collaborations](https://www.trendhunter.com/trends/dustin-yellin.md) - [Beautifully Packaged Tequila Brands](https://www.trendhunter.com/trends/laelia-tequila.md)