Celebrities Venturing Into the Tequila Industry

If you even remotely keep up with the Kardashians, then I’m sure you’ve heard all the recent buzz about Kendall Jenner’s 818 Tequila. Jenner is not the first celebrity to attach her name to a tequila brand. Actor George Clooney is another celebrity that has turned his passion project into a whole new enterprise; famously known for his Casamigos tequila. This celebrity tequila movement sometimes referred to as the “Clooney effect” has made tequila as a spirit, increasingly popular. However, there are some concerns regarding how this “movement” is detrimental to the tequila industry, specifically, its respect (or lack thereof) for Mexican culture. Celebrities have received backlash for their decision to enter the industry in the first place. 

It was not long after model Kendell Jenner launched her tequila company, 818, that a series of backlash erupted. Many people, particularly Jenner's Latino-American fans, were angered by her decision to venture in this marketplace. While white celebrities 

coming into the industry may not fall under traditional terms of cultural appropriation, it does raise concerns regarding their motivation to utilize a culture that is not their own. Objections over white celebrities asserting their influence through their tequila brands derives not from a celebratory standpoint but rather a financially lucrative incentive. Multiple studies have found that the global Tequila volume sales have increased by 5.3% from 2014 to 2019.” But with this overwhelming success celebrities have had, more people have begun to speak out regarding issues of cultural appropriation and other unethical business practices that may be at play. 

Celebrities, like Kendall Jenner, seen portraying an image of Mexican culture is troubling for people because people believe their attempts to adopt Mexican culture is both flawed and ignorant. To highlight this image through a privileged lens is misguiding for some. 

Another significant concern that has been vocalized is regarding the financial gain these celebrities are benefiting from by exploiting Mexican culture. People have begun to raise questions about the unethical business practices that may be impacting the various parties involved, from the farmers to the distilleries. There is an intensive and traditional process that goes into the making of tequila and the concern is that celebrities are profiting not in an effort to further the tradition but rather make out with major financial gains with no regard for the heritage. On the other hand, many have

applauded celebrity Dwayne Johnson for his effort to ensure his tequila brand is making conscious moves to “respect the land and the Mexican people”, and additionally securing the right financial compensation for those parties involved. Johnson worked alongside a family-owned distillery local to Jalisco, Mexico, and together they built their exclusive distillery for his brand. To quote the Rock himself, he states, "I wanted to make sure that I went into the venture with respect and reverence to the culture,". Here it is clear that Johnson has entered this industry with the hope of sharing and celebrating the integrity and heritage of the spirit. 

Tequila has been a part of the Mexican identity for centuries now. But what was once a native practice has evolved into a cultural phenomenon, aimed directly at the American market. Prices have risen making it harder for smaller, family-owned businesses to survive. This furthers how celebrity-owned tequila brands have negatively impacted the market, as the price for goods and production will continue to rise until smaller companies are forced out of the market. 

While some claim celebrity brands have helped aid the success and accessibility of tequila, others are worried, if we are not careful, these bigger companies will take over the industry at large and the smaller family-run business will not be able to keep up. 

Celebrity tequilas will continue to be a topic of debate. While some consumers are unphased and even applaud the success of these brands, other consumers are troubled over the impact of this expansion. To keep the integrity of Mexican culture in the tequila industry, many desire that celebrities are held accountable in their efforts to avoid cultural appropriation. There are numerous positive and negative impacts of celebrity tequila brands venturing into this market, and only time will tell for which brands continue to find success.