Kendall Jenner facing backlash and accusations of cultural appropriation over 818 tequila brand

Kendall Jenner is continuing to face backlash and accusations of cultural appropriation after launching her 818 tequila brand earlier this week. 

The 25-year-old model, who was born and raised in the affluent Californian city Calabasas, has been criticized over the campaign, that sees her roaming through an agave farm in Jalisco, Mexico. 

Kendall launched the alcoholic beverage in Los Angeles this week, making a series of promotional appearances around town, wearing her 818 branding.  

But the Keeping Up with the Kardashian star caught backlash for naming her spirit after the Calabasas area code and appearing to overlook tequila’s deep-rooted Mexican legacy. 

Though many have pointed out that there have been male celebrities – including George Clooney and Rande Gerber – who have done the same without getting criticism.

Kendall’s new line includes an Anejo, Blanco and Reposado from agave plants grown in Jalisco, Mexico. 

One Twitter user went so far as to say: ‘Kendall Jenner coming out with her “own” tequila is ultimate modern day colonizer vibes.’ 

Earlier this week, Kendall made sure to turn off comments to her 164million followers on Instagram after facing cultural appropriation backlash for having no real affiliation to Mexico, having grown up in her affluent community just outside of LA. 

In the promotional video, Kendall presented herself as the perfect ranch hand as she walked side-by-side a horse while touring the grounds of her agave fields.

‘What an incredible experience I have had thus far, learning about this beautiful place, it’s beautiful culture, and the beautiful people,’ she captioned the series. 

‘@818tequila has launched in California… we will be rolling out to the rest of the US all summer long, keep a look out!!!’

But fans have been less than impressed on social media, after some Twitter users questioned why she has started her own tequila brand. 

It has also been questioned how involved the reality star really is in the brand, as 818 comes from a distillery called NOM 1137 that is said to be used by various tequila brands. 

Lucas Assis, an L.A.-based tequila expert, told InStyle this week: ‘Basically they just make barrels and barrels and barrels of tequila, and celebrities come in and literally pick a barrel. So there might be a little bit of a difference [between brands], like this one is aged in French oak and this one is aged in American oak.’ 

Assis added: ‘But essentially, it’s exactly the same bottle, and the celebrity just buys that, and then they just use their marketing and their branding to sell it to you. What you’re paying for is the celebrity affiliation, and not the quality of tequila.’