Here s Why Kendall Jenner s New Tequila Brand Is Getting Dragged By Industry Pros
by Celine Bossart · February 18, 2021
It’s 2021, and at this point, the whole “white people colonizing agave spirits” thing is getting old. George Clooney made a cool billion with the 2017 sale of Casamigos, which he launched in 2013 with partners and fellow white people Rande Gerber and Mike Meldman; other celebrity culture vultures who have descended upon Mexico’s agave fields include Nick Jonas (Villa One), Brian Cranston and Aaron Paul (Dos Hombres), Sammy Hagar and Adam Levine (Santo), AC/DC (Thunderstruck [lol]), and, for whatever reason, Toby Keith (Wild Shot Mezcal). The usual brand story template goes a little something like this: