Kendall Jenner is being implicated of cultural appropriation and “making use of Mexican culture” after she unveiled her new tequila brand name, 818 Tequila.
The reality star initially unveiled her newest endeavor on Tuesday, when she shared a video of herself drinking glasses of tequila to Instagram, along with different photos of the bottles of tequila, with the caption: “For nearly four years I have actually been on a journey to develop the best tasting tequila.”
In the post, Jenner explains that “after lots of blind trial run, journeys to our distillery, participating in world tasting competitions anonymously and WINNING,” she thinks “we have actually done it”.
” This is all we’ve been drinking for the last year and I can’t wait on everybody else to get their hands on this to enjoy it as much as we do! coming quickly,” the 25-year-old added.
While Jenner is not the very first star to release a tequila brand name, as George Clooney and Dwayne Johnson both have tequila companies, the statement was met near-immediate backlash, with many accusing the supermodel of “cultural appropriation” and of profiting off a farming market that is integral to the Mexican economy.
Tequila usually comes fromJalisco, Mexico, where it is made through a time-intensive procedure that sees farmers collecting agave plants, which take up to eight years to grow.
According to Jenner, 818 Tequila does come from Jalisco, however, criticism recommended that she was “drawing from local Mexican artisans and benefiting off our customs and farming service”.
” Something about Kendall Jenner making tequila rubs me the wrong method … like the concept of white celebs taking from regional Mexican craftsmens and benefiting off our traditions and farming business yet only go to Cabos and Puerto Vallarta for getaway …” one person tweeted. “And not to mention revenue off the brown hands that in fact plant, grow, harvest ferment and boil down the agave plants in Jalisco.”
Another stated: “I’m from Jalisco, and I like Kendall Jenner but this does not sit ideal with me, I ain’t drinking her Tequila. Stop exploiting Mexican culture for profit. Support the smaller tequila brands, they are way better.”
Others took offence with the name that Jenner picked for the spirits company, which refers to the location code of Calabasas, the city in California where she grew up.
” Kendall Jenner beginning a tequila brand name, with zero understanding on Mexican culture and calling it ‘818 Tequila’ is GENTRIFICATION. The 818 does not declare Calabasas. What about those smaller, household owned Mexican tequila/mezcal brand names? They are worthy of the buzz & support,” someone else composed on Twitter, including that “many Mexican & Central American immigrants have actually constructed their lives in the 818″.
” Like lots of places in Los Angeles, wealthy folks attempt to eliminate the real individuals and culture from the 818 to appeal to white folks and their version of the 818,” they continued.
This is not the first time a member of the Kardashian/Jenner household has been implicated of cultural appropriation, a reality that many have acknowledged on Twitter.
Jenner’s older sis Kim Kardashian formerly faced criticism after she introduced her shapewear brand name under the name Robe, previously later altering it to Skims, while sibling Kylie Jenner has actually also dealt with similiar criticism after wearing her hair in twists, a protective hairdo regularly worn by Black men and women.
” Kendall Jenner coming out with her own tequila brand … what’s next on the Kardashian/Jenner colonisation list?” one person tweeted.
Currently, Jenner has not addressed the backlash regarding her tequila brand.