It took less than 24 hours for Kendall Jenner's tequila brand to come under fire. Almost as soon as Jenner made the announcement, saying that she'd worked for more than four years to craft 818 Tequila, what she's calling the world's best-tasting tequila, critics came forward accusing Jenner of exploiting Mexican culture.
"For almost 4 years I've been on a journey to create the best-tasting tequila. 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!" Jenner wrote in her post. "This is all we've been drinking for the last year and i can't wait for everyone else to get their hands on this to enjoy it as much as we do! @drink818 coming soon."
Tequila traditionally comes from the Jalisco region in Mexico (818 does come from the area) and requires difficult work, from growing and harvesting agave plants to the actual bottling and production. Twitter users called Jenner out, not only mentioning that her launch could overshadow local producers and small businesses but pointing out that the name of the liquor, 818, is an homage to Calabasas, not to Mexico. It's the area code for Jenner's hometown.
Twitter also rallied around smaller brands, with an entire thread sharing options with anyone looking to support local producers.
Jenner isn't the only celebrity selling tequila, however. Dwayne "The Rock" Johnson, Nick Jonas, and, famously, George Clooney and Rande Gerber all have their own lines of tequila.
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