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On Tuesday, Kendall Jenner announced her latest venture: 818 Tequila, a small-batch brand Jenner claims is the end result of a 3.5 year journey to create the best-tasting tequila.
Almost immediately, the news was met with outrage. In her announcement videos posted to Instagram, Jenner sips tequila on ice from a highball glass, to the chagrin of tequila aficionados worldwide but that s not the worst of it.
A Diet Prada post about the launch called attention to concerns Mexican and Latinx people have about Jenner s product, including charges of cultural appropriation, and fears that workers who harvest agave and make the tequila might be exploited. There is also some concern that a celebrity tequila trend is causing real harm to the agave-producing region of Mexico.
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Tequila sector breaks export record in 2020 26th January, 2021 by Nicola Carruthers
The Tequila industry recorded its highest production and export levels in 2020, according to figures from a trade body.
The current export value of Tequila is approximately US$2 billion
Trade group the Consejo Regulador del Tequila (CRT) released figures for 2020 that presented three new records for the industry.
In 2020, production of Tequila reached 374 million litres, of which 286m litres were exported to more than 120 countries.
Furthermore, 1.4m tonnes of Tequila made with Blue Weber agave was consumed last year. The CRT said the spirit can only be called ‘Tequila’ if it is made from Blue Weber agave.