Kendall Jenner’s 818 Tequila Ad: Cultural Appropriation or Appreciation?
The conversation around celebrity-owned tequila brands has been a hot topic for years, but Kendall Jenner’s 818 Tequila has sparked one of the biggest debates—cultural appreciation or cultural appropriation? Today on Mezcal Buzz, we break down the controversy, the industry’s deeper issues, and how you can make informed choices when supporting agave spirits.
The Cultural Appropriation Debate
There’s no doubt that launching a tequila brand is a massive business move. Kendall Jenner, like other celebrities before her, entered the market with a well-funded, highly marketed brand. However, the backlash against 818 Tequila stems from the use of traditional Mexican imagery, rural landscapes, and hardworking jimadores in her campaign—without fully acknowledging the deep cultural heritage behind the spirit.
While many Mexican-owned tequila and mezcal brands operate within a centuries-old tradition, celebrity-backed brands often commercialize the aesthetics and authenticity without reinvesting in the communities responsible for tequila’s legacy.
Are Male Celebrities Treated Differently?
One argument in defense of Jenner is that male celebrities, like George Clooney (Casamigos), The Rock (Teremana), and Bryan Cranston & Aaron Paul (Dos Hombres Mezcal), haven’t faced as much backlash. While this may be true, it doesn’t erase the deeper issue—many of these high-profile brands capitalize on Mexican culture while offering little benefit to the people and traditions they showcase.
Appreciation vs. Appropriation
The key difference between appreciation and appropriation is how the brand engages with the culture. Jenner’s marketing campaign leaned heavily into Mexican traditions but didn’t emphasize how 818 Tequila gives back to the community. Instead, profits largely benefit the brand’s investors, while small-scale producers often struggle to compete with these corporate-backed labels.
Kendall’s initial approach showed potential. In a tweet, she wrote:
“What an incredible experience I have had thus far learning about this beautiful place and its beautiful culture and the beautiful people.”
Had 818 Tequila maintained this focus—celebrating the culture rather than just using it as a marketing tool—perhaps the conversation would be different.
How Celebrity Brands Affect the Industry
Beyond the issue of cultural representation, celebrity tequila brands contribute to larger problems in the agave industry:
- Overharvesting & Sustainability Issues: The rising demand for tequila and mezcal has led to overharvesting of agave plants, disrupting ecosystems and traditional farming cycles.
- Corporate Takeovers: Large companies buy out small producers, making it harder for independent mezcaleros and tequileros to compete.
- Unfair Wages: While these brands create jobs, they often don’t fairly compensate the workers who cultivate and harvest agave.
How to Support Authentic Agave Spirits
If you love tequila and mezcal, here are some ways to make more informed choices:
- Do Your Research – Websites like Mezcal Reviews offer insights into the brands, including details on their producers and corporate ownership.
- Buy from Ethical Distributors – Shops like Old Town Tequila specialize in sourcing high-quality, small-batch agave spirits.
- Invest in Community-Supported Agave Projects – Some programs allow consumers to invest directly in agave plantations, ensuring profits go back to local farmers. One example is Maguey Token.
- Attend Workshops & Education Programs – Learning from organizations like the Agave Spirits Institute helps deepen your understanding of the industry and its traditions.
Final Thoughts
The conversation around 818 Tequila is just one example of a much bigger issue in the agave industry. While celebrity-backed brands aren’t going away, consumers have the power to support ethically produced mezcal and tequila.
What do you think? Is Kendall Jenner’s tequila brand an example of cultural appropriation, or is it just business? Leave your thoughts in the comments, and don’t forget to subscribe to the Mezcal Buzz YouTube Channel for more deep dives into the world of agave spirits.