Reality TV star Kendall Jenner has faced allegations of cultural appropriation after she announced that she would be releasing her own brand of tequila.
The drink originates from Mexico and is closely associated with the town of the same name in western Jalisco.
In an Instagram post about the brand, named 818, Jenner wrote: “For almost four years I’ve been on a journey to create the best tasting tequila. After dozens of blind taste tests, trips to our distillery, entering into world tasting competitions anonymously and winning, 3.5 years later I think we’ve done it!
“This is all we’ve been drinking for the last year and I can’t wait for everyone else to get their hands on this to enjoy it as much as we do.”
However, others aren’t so excited, with one Twitter user saying something about the announcement “rubs me the wrong way”.
“Like the idea of white celebrities taking from local Mexican artisans and profiting off our traditions and agricultural business, yet only visit Cabos and Puerto Vallarta for vacation spots.
“And not to mention profit off the brown hands that actually plant, grow, harvest, ferment and distil the agava plants in Jalisco,” she said.
Some agreed with the post, highlighting its cultural significance and the workers involved in the product:
@estyledesma guess the replies don’t understand tequila comes from mexico. made in mexico. is a mexican culture. an… https://t.co/ZbL7Q2KKef— lu misses louis (@lu misses louis) 1613551301
@estyledesma @bexbeautybruja Tequila is Mexican at its core and yet notorious culture vulture Kendell Jenner decide… https://t.co/WW8jMNzaq7— a bean (@a bean) 1613554075
However, others mentioned that actors George Clooney and Dwayne ‘The Rock’ Johnson have also made their own brands of the drink, and that Jenner was creating jobs by starting up the new business:
@estyledesma I’m honestly very happy, as a Mexican it feels good to know that people have faith in our industries.… https://t.co/0bmSjbqeTq— Rebeca (@Rebeca) 1613596043
@estyledesma George Clooney is white and made one of the best mid-high tier tequila brands out there right now and… https://t.co/VIZGXlxpf3— Fideo Kojima (@Fideo Kojima) 1613582589
@estyledesma Not a huge fan of Kendall but, nick jonas, Dwayne Johnson, Rita Ora, and Adam Levine have also made &… https://t.co/zxeKyzK8VP— chelsea♎︎ (@chelsea♎︎) 1613584806
@estyledesma Are we attacking non Russian celebrities for making vodka too? Or this just applies to women and Karda… https://t.co/xtXDvbq2fo— Krista Ozola (@Krista Ozola) 1613572247
No official launch date for 818 has been announced by Jenner, with the influencer only confirming that the drink would be “coming soon”.