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For a few years tequila has positioned itself as one of the most popular in the world. Because of this, many international celebrities have launched their own brand from Mexico's most famous alcoholic drink . The newest is model Kendall Jenner with her 818 tequila , but after launch she received a wave of Criticism and memes and accused her cultural appropriation .
On May 17th, Kendall presented his tequila brand 818 with a video that caused a lot of controversy on social networks.
The 25-year-old model can be seen in the clip and is touring an agave field in Jalisco, the cradle of tequila in Mexico, accompanied by Jimadores and local workers. The oldest of the Jenners wears jeans with a white t-shirt and a shirt with a green, white and red scarf. To complete the look, she wears her hair tied in two braids and a beige hat hangs down her neck. "Mexican" either way?
Cultural appropriation, the new controversy surrounding Kendall Jenner
Though Kendall Jenner might have intended to highlight the Mexican roots of their tequila, the concept and the marketing strategy turned out to be quite controversial.
Internet users immediately accused them cultural appropriation This is the case when someone takes and uses elements of a culture that is not their own.
"Kendall Jenner from his privilege of doing a commercial about his tequila with similar dresses and braids that are very common to Mexican stereotypes of indigenous women." pic.twitter.com/taGcnF3TB8
– Re; (@aftershawnx) May 20, 2021
In general, cultural appropriation is exercised by people who belong to historically and socially dominant groups in the process of colonialism, which take up and show elements of a historically oppressed group. For example, a young American millionaire using the clothing and context of the farmers of Mexico as if they were a costume and props.
The Colonialism by Kendall Jenner pic.twitter.com/1vvifl5W5y
– Virgin Mama (@ patitasdepoll0) May 20, 2021
Social media users set them apart exploiting Mexican farm workers.
Sorry, but let's face it … Neta, do you think Kendall Jenner works and lives with the workers as shown in the promotional photos and videos of his tequila? I DOUBT IT! pic.twitter.com/J7c9M74VUl
– Rose Colored Girl (@ rose_colored95) May 20, 2021
And also for Take the tequila in a glass rather than a typical tequila shot .
Where does Kendall Jenner get us to spend it in pigtails and drink by the glass? pic.twitter.com/3RdSFKzr4L
– vanegfds (@VanneDomiinguez) May 20, 2021
Some said they will find it disrespectful that the model tries to look like a Mexican when she isn't.
What happened to Kendall Jenner isn't a literal aesthetic. People are discriminated against every day for dressing like this pic.twitter.com/djYFjB3juA
– uli (@lvsjicama)May 20, 2021
How is Kendall Jenner's 818 Tequila doing in retail?
The drink is already available in its three flavors: Añejo, Reposado and Blanco; But don't be too quick to try and buy it (if you've thought about it) as it has only been released in limited production in California and is already out of print. However, they plan to make it available across the United States by next summer 2021.
I will ask my viewers PLEASE DO NOT buy Kendall Jenner's Tequila. pic.twitter.com/bt4jzJ39bb
– Jorge! (@sommeilSirene) May 18, 2021
Last February, Kendall announced that it would be launching its own brand of tequila from Jalisco, Mexico. The model was fully involved in the creation of her drink for four years, from research and testing to tastings.
" What an amazing experience I have had so far learning about this beautiful place, its beautiful culture and the beautiful people! Jenner posted on Instagram a few months ago.
Kendall Jenner isn't the first or only foreign celebrity to start out as a tequila entrepreneur. Celebrities like Dwayne Johnson (The Rock) , George Clooney , Verge Gerber , Lebron James , Kevin Hart , Brian Cranston, and Aaron Paul have their own agave distillate companies, be it tequila or mezcal. Even Elon Musk launched its "Teslaquila", but Mexico took the name from it.
In fact, several internet users have defended the model, stating that they are only criticizing her for being a woman and being part of the Kardashian-Jenner clan, since male celebrities have not received as many negative comments for doing exactly the same thing as them .
It was raining Kendall Jenner for announcing the launch of her tequila and she is facing charges of cultural appropriation, but let's keep in mind that she wasn't the only foreigner to step into tequila sales and production. pic.twitter.com/WbxuKZnCCt
– coolturehuntersmx (@ coolturehunter1) May 20, 2021