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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.