Cultural appropriation? Kendall Jenner's 818 Tequila is full of criticism and memes after launch

20, 2021

6 min read

This article was translated using AI technologies from our Spanish edition. Errors can occur as a result of this process.

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.

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.

Social media users set them apart exploiting Mexican farm workers.

And also for Take the tequila in a glass rather than a typical tequila shot .

Some said they will find it disrespectful that the model tries to look like a Mexican when she isn't.

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.

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 .

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