This is Kendall Jenner’s controversial tequila: 818 Reposado Tequila
Following in the footsteps of her sisters, Kendall Jenner is going into business with 818 Reposado Tequila.
Her brand exists in three types: blanco, reposado and añejo. The 818 tequila, announced by Kendall Jenner herself on Instagram, is named after the regional call sign of Calabasas, where the Kardashian-Jenner family lives.
According to Jenner, it was hard work to make the tequila. From creation to commercialization, the process took four years. Quickly the three types of tequila have anonymously won several awards during the World Tequila Awards 2020.
A controversial launch
Tequila fans reacted with disgust at the sight of Jenner tasting tequila in a highball glass. In addition, to accusing him of charges of cultural appropriation and fears that agave workers have been exploited. There is also concern that the celebrity tequila craze is causing real damage to Mexico’s agave-producing region.
There are actually many U.S. celebrities who have also dabbled in tequila. Among them George Clooney, Nick Jonas, Dwayne The Rock Johnson? Added Jenner in his defense.
“In 2020, the tequila category grew 65%, which outpaced the growth of the overall spirits category,” notes Antonio Rodriguez, Director of Production in Mexico referencing Nielsen data in this regard. Much of the sales growth was attributed to the pandemic. And also to the experiments of amateur mixologists at home. In 2020, La Roca launched its wildly popular Teremana brand. But Rodriguez says “the celebrity tequila craze has been at its peak” for the past four years.
Don’t drink and drive. Enjoy responsibly.
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