For a few years now tequila It has become one of the most popular in the world. Because of this, many international celebrities have launched their own brand of Mexico’s most famous alcoholic drink. The newest is the model Kendall Jenner with his Tequila 818, but after launch it received a wave of Criticism and memesbecause they accuse them cultural appropriation.
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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?
See this post on Instagram
A post from 818 (@ drink818)
Cultural appropriation, the new controversy surrounding Kendall Jenner
Although maybe the intention of Kendall Jenner was to highlight the Mexican roots of his tequila, Marketing concept and strategy They were pretty controversial.
- Also read: Luisito Comunica is launching its own tequila … which is not tequila
Internet users immediately accused them cultural appropriationThis 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
Usually the cultural appropriation it 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 point this out exploiting Mexican farm workers.
Sorry, but let’s be honest … 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 from drink 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 stated that they a disrespect 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 stock. 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.
See this post on Instagram
A post by Kendall (@kendalljenner)
Kendall Jenner She isn’t the first or only foreign celebrity to make a name for herself as a tequila entrepreneur. Famous like Dwayne Johnson (The Rock), George Clooney, Fringe gerber, Lebron James, Kevin Hart, Brian Cranston Y. Aaron Paul They have their own agave distillate companies, either tequila or mezcal. Until Elon Musk launched its “Teslaquila”, but Mexico removed the name.
- We recommend: Run a tequila house and help other women get into the industry
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