Recently launched ‘818 tequila’ is a company founded by model and A-list celebrity, Kendall Jenner. Although praised by the tabloids, Twitter users have highlighted some controversial issues, missed by the tabloids, regarding the origin and authenticity of the tequila.
‘818’ tequila consists of three types of tequila: Blanco which ‘offers undertones of tropical and citrus fruit, rested in french oak to obtain a rest vanilla roundness’, Resposado, a ‘ripe roasted agave flavour with a caramel finish’ and Añejo, a ‘complex and bold expression with a warm vanilla finish’. However, despite its projected authenticity and its base in Jalisco, Mexico, users have highlighted the cultural appropriation present in the advertisements for the tequila.
— Kendall (@KendallJenner) May 18, 2021
Her tequila has been flagged up as an exploitation of Mexican culture and the roots and origins of tequila. Several users have highlighted the ‘white washed’ nature of 818 tequila, whilst others have listed other original makers of tequila in hopes of deterring customers from ‘818’.
Here’s a list of other Tequila Brands in Mexico to support:
— Christy (@Christalpalacee) May 20, 2021
Don Julio
1800 Tequila
Olmeca
Jose Cuervo
Cazadores
Clase Azul
Hornitos
Hedadura
El Jimador … & the list goes on!
Please BOYCOTT 818 tequila and support the original makers of tequila. https://t.co/sVeR7GAg4B
I implore you to not buy Kendall Jenner’s trash tequila.
— the_sunnyd (@the_sunnyd15) May 20, 2021
There are so many other authentic, woman-owned tequila companies to chose from.
Don’t support the exploitation of our culture and resources.#818tequila @KendallJenner pic.twitter.com/exhBaQ75p3
These tweets encourage the consideration of the power of celebrity influence on consumers. ‘818’ tequila seems to have experienced surges of sales despite user urges to prevent sales of ‘white washed’ tequila brands.
Many families, specially in Jalisco, Mexico, produce tequila for Mexican brands or even they have their own small businesses of tequila. Kendall Jenner coming to Jalisco and starting her tequila is making that many families to lose their job to big names like her.
— zayn’s & cal’s bestie ! 🇲🇽 3 (@pradabellz) May 19, 2021
Now, moving to her advertisement, it is a huge misconception of the Mexican culture. No miss Kendall, we do not ride in horses all the time, no we do not wear our hair in braids all the time, no workers do not get to drink the tequila (also that’s not the way you drink it) +
— zayn’s & cal’s bestie ! 🇲🇽 3 (@pradabellz) May 19, 2021
GUESS WHO’S CANCELLED? Kendall Jenner being accused of culturally appropriating Mexican culture for the campaign shots and video used in the launch of her brand ‘818 Tequila.’ One person said “Kendall Jenner trying her hardest to pass of as Mexican to sell her gentrified tequila” pic.twitter.com/wEFnu8kSY3
— Old Man Noodles (@defnoodles) May 20, 2021
Users have been considering how far Jenner’s ‘canceling’ will last as most presume that her elite status will override the overwhelmingly negative response to ‘818’. However, despite her advertisements being named as ‘tone deaf’ for its generalisations and gentrification of Mexican origins, ‘the idea of white celebrities taking from local Mexican artisans and profiting off [Mexican] traditions and agricultural business’, Jenner’s ‘818’ launch was still supported by several celebrities and has been promoted and praised by her friends on social media.
Twitter users have intended for consumers to question their ethos and choices before purchasing from a company that is profiting from Mexican culture, an outcry that this been documented by big media outlets including Good Morning America and Clevver News.
For more articles about the alternative side of influencer and celebrity culture, check out this article.
