Kendall Jenner is adding tequila to her resume, and people, especially the Hispanic community, is not here for it.
On Feb. 16, Jenner announced her newest creation, 818 tequila, on her Instagram page with a video of her taking a sip for a taste test before choosing one she likes. The caption expressed that the model has been working on the “hand-crafted tequila from Jalisco, Mexico,” for years and that it’ll be coming out soon.
“for almost 4 years i’ve been on a journey to create the best tasting tequila,” the Instagram announcement read. “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!”
The post quickly received feedback, as people began saying that Jenner is appropriating yet another culture – this time the Mexican culture. In the comments, she was called out for not writing something correctly in Spanish on the bottle. Another comment asked what she will be doing to help the communities that she’s “profiting off,” and others claimed that Mexicans won’t buy this product.
It might just be another interest for Jenner, but for Mexican states like Jalisco, Guanajuato, Michoacán, and Nayarit, many people look to tequila as a way of making income for their families. They take pride in knowing that the best tequila comes from their country because of their special agave plants that are incorporated into the products.
According to The Atlantic, tequila in Mexican culture wasn’t always looked as sophisticated. It wasn’t until it hit American soil that it was glamorized. Although the liquor makes a great profit in America, the culture still struggles straying away from gentrification, as many celebrities, like Diddy and Nick Jonas, have created their own brands.
— Kendall (@KendallJenner) February 16, 2021
Jenner’s tequila name, 818, is known for the San Fernando Valley area, where Jenner grew up. However, she and the Kardashian sisters are known for staying in Calabasas, which many believe might be gentrifying the Valley.
It’s unknown if the model has recognized the concerns of cultural appropriation and gentrifying, as she has yet to speak on it. It’s also unknown when the 818 tequila will be released, but we know it’s coming soon.