Kendall Jenner faces criticism over the launch of its tequila brand

Kendall Jenner faces criticism over the launch of its tequila brand

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  • Kendall Jenner announced on Tuesday that she is launching a brand of tequila.
  • The model is being accused of cultural appropriation by some users of social networks.
  • Some who are confused by the criticism cited other non-Mexican celebrities who launched tequila.
  • Visit the Insider home page for more stories.

Kendall Jenner announced that she will launch a brand of tequila on Tuesday, but not everyone is happy with the news.

In an Instagram post, the model confirmed that she is working on her tequila brand, called 818 (probably after the area code of Calabasas, California, where she grew up), for three and a half years, tasting and developing the product with a team unspecified.

A post shared by Kendall (@kendalljenner)

“After dozens of blind tastings, trips to our distillery, enter world tasting contests anonymously and WIN … 3.5 years later I think we made it! [sic]”, Jenner wrote.” That’s all we drank last year and I can’t wait for everyone else to get their hands on it to enjoy it as much as we do! “

Jenner’s brand has won several awards, including best reposado, at the World Tequila Awards, according to WWD.

The supermodel joins a growing list of celebrities who have their own tequila brands, including George Clooney, Nick Jonas and Dwayne “The Rock” Johnson.

Some are accusing Kendall Jenner of cultural appropriation

Commentators on Jenner’s Instagram ad and others on Twitter say the model launching a tequila brand is an example of cultural appropriation.

“Something about Kendall Jenner making tequila bothers me,” wrote a Twitter user. “Like the idea of ​​white celebrities taking advantage of local Mexican artisans and profiting from our agricultural traditions and businesses, but just visiting Cabos and Puerto Vallarta to see the sights …”

“Mexican workers had better not receive lower wages [sic] Kenny, “says an Instagram comment.

Another person criticized Jenner in the comments for not publicly expressing his gratitude to those who worked on the drink. “At least thank the Mexican farmers, distillers whose craft and heritage you are appropriating,” they wrote.

Others noted that workers are often underpaid and exploited.

Not everyone sees the problem with Jenner, specifically, launching a brand of tequila

Some social media users are confused by the reaction to Jenner’s ad, citing several other non-Mexican celebrities who have launched tequila brands in the recent past.

Forbes also noted in an article about the reaction against Jenner’s tequila that many other non-Mexican Americans currently have or already had their own tequila brands, and that multinational companies like LVMH have stakes in major tequila brands.

Tequila is a staple of Mexican culture

Tequila is inextricably linked to Mexico and Mexican culture and, more specifically, to the city of the same name in the state of Jalisco, considered the birthplace of the drink. Tequila is made with the Weber blue agave plant, according to Thrillist, and this specific variety of agave is the only one that can be used to make the proper tequila.

According to CNBC, tequila is produced only in the state of Jalisco and in some other municipalities in the states of Guanajuato, Michoacan, Nayarit and Tamaulipas.

Jenner’s representatives did not immediately respond to Insider’s request for comment.

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