In January, an eagle-eyed TikTok user, Hannah Farrell, decoded recent posts from the supermodel, and made a video based on a bottle that she saw in the background. Even with a pandemic, 22.2 million 9-liter cases were sold last year. Tequila shots all day!!!". According to media accounts, “818” is named after Ms. Jenner’s area code. “I’ve looked into this tequila. 818’s Anejo also picked up a title from the World Tequila Awards, a bronze medal and the laudatory tasting notes: “The nose brings together aromas of butterscotch, damp wood and chocolate. Towns says the celebrity appeal of tequila also has a … She does not mention the meaning of the name, nor is it referenced on the 818 Instagram page. It’s the shot heard around the spirits world. The brand’s Instagram says it is coming soon. Bon Jovi is famously from New Jersey, but the wine is made in France, in the Provence style. Sales of tequila have consistently grown over the last two decade. Social media users claim that this is an “erasure” of Mexican culture because it is not named after Mexico in some way. Kendall Jenner is under fire yet again for what many are deeming a racially insensitive business venture.. The counterpoint would be that brand names aren’t always tied to point of origin. Kendall Jenner has revealed that she is behind start-up spirits brand 818 Tequila, confirming the news on her Instagram after recent speculation. There was umbrage over her caption saying she “created” this spirit. Every spirit goes through multiple tastings before it is bottled; that’s part of the process. Last week, however, said subreddit became active again after Jenner's announcement. All Rights Reserved, This is a BETA experience. I think this is Kylie’s new tequila that she’s gonna bring out,” she said. Kendall Jenner has been secretly expanding her empire — and is officially entering into the tequila business. Kendall Jenner announced her new business venture, thanks to the highly original idea of launching her personal brand of tequila. Jenner is the latest celebrity to join the spirits fray, following in the footsteps of George Clooney, who arguably set off the celebrity spirits trend. Little did it matter that George Clooney, Michael Jordan, Dwayne “The Rock” Johnson and other celebrities had already done it. © 2021 Forbes Media LLC. Kendall Jenner is entering the spirits industry.. Kendall Jenner’s 818 tequila is produced by Cofradia, a white label operation that produces 67 different brands. In spirits, typically, a client will ask a distiller or a winemaker to make them a blend in the style of something they like. GC Images. Featured in ROLLING STONE MEN'S JOURNAL US WEEKLY ALL ORDERS PLACED ARE GUARANTEED and WILL NOT be canceled like with other retailers. Legally, that’s a tequila; additionally, were 818 to be made elsewhere, Jenner could not call it tequila, let alone enter it into competitions. They also offer multiple aging options, ranging from French and American oak to cognac and bourbon casks. Kendall Jenner is venturing into the tequila business. Before Post Malone launched his rose wine, Maison No. According to 818’s Instagram, Ms. Jenner’s spirit is made from 100% blue agave in a distillery in Jalisco, Mexico. VIDE Launches New Campaign To Reinspire And Revitalize Consumer Awareness, For The Best Gin & Tonic, Let The Gin Do The Talking, Willamette Valley Wineries Take Action On Social Justice Issues, Kendall Jenner was behind buzzy start-up (and award-winning) new tequila 818. Tequila: Kendall Jenner | 818 Tequila Blanco 4 Years in the making...It's all about the Journey. Opinions expressed by Forbes Contributors are their own. Kendall's older sister, Kim Kardashian, also shared a supportive comment, writing, "So proud of you! Kendall Jenner announced she's launching a tequila brand on Tuesday, but not everyone is happy about the news. That’s not entirely correct. Big Shot: Kendall Jenner's portfolio now includes the 818 tequila brand. A sweet and smoky body with some oaky influence, vanilla, and more sweetness on the finish as cinnamon ice cream comes through.” The submitting party was named as K & Soda. Other Americans that are currently or previously in the tequila space include Bethenny Frankel, Dwayne “The Rock” Johnson, Nick Jonas, and Adam Levine and Sammy Hagar. Post Malone launched his rose wine, Maison No. Social media users crowded onto her Instagram to excoriate and congratulate her in turns. Kendall Jenner, photographed at the 2019 Met Gala, joins the celebrity spirits club with her new ...[+] tequila 818. 9 rose), Aaron Paul and Bryan Cranston ( Dos Hombres Mezcal ), Kate Hudson ( King St. Vodka) and Dan Aykroyd (Crystal Head Vodka). KENDALL Jenner launched her own tequila brand, revealing that she has already won world competitions with the drink. Jenner officially shared the news of her tequlia brand in an Instagram post earlier this week. The vast majority of tequila brands are small businesses, and they go to for-hire distilleries that churn out whatever blend is asked for. Opinions expressed by Forbes Contributors are their own. When news broke yesterday that model Kendall Jenner was behind buzzy start-up (and award-winning) new tequila 818, at least a portion of the reaction was loud dismay. Tequila also has an attractive, fun personality. A partial list of celebrity-owned wine and spirits brands includes Ryan Reynolds (Aviation Gin), Post Malone (Maison No. I cover spirits, dining and the business of living well. (Photo by Denise Truscello/WireImage), The Leukemia & Lymphoma Society BrandVoice, The World’s Top Brandies According To San Francisco World Spirits Competition, Celebrate Oregon Wine Month With The Launch Of The Pour It Forward Campaign, The Best Tequila Cocktail You’re Not Drinking. Which Scored A 10? According to Jenner… Unlike her famous sisters who have established businesses in the fashion and beauty spaces, Jenner is launching a tequila … You may have heard that Kendall Jenner is launching a new tequila, joining seemingly every other celebrity who has their own agave spirit (we outlined the reasons for that here).. Kendall Jenner has announced her brand new business in the form of tequila.. VIDE Launches New Campaign To Reinspire And Revitalize Consumer Awareness, For The Best Gin & Tonic, Let The Gin Do The Talking, Willamette Valley Wineries Take Action On Social Justice Issues. You may opt-out by. Additionally, multinational companies also have stakes in tequila brands. MILAN, ITALY - FEBRUARY 21: Kendall Jenner walks the runway during the Versace fashion show as part ... [+] of Milan Fashion Week Fall/Winter 2020-2021 on February 21, 2020 in Milan, Italy. Kendall Jenner enrages woke mob with tequila brand launch, gets accused of 'cultural appropriation' The outrage brigade has set its sights on Kendall Jenner for the “cultural appropriation” of tequila. It could be poor word choice, but it’s not unlike saying that someone “created” a new perfume, for example. 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." Jay-Z, for example, has an ownership stake in Armand de Brignac, a French winery that produces the highly sought-after Ace of Spades Champagne. All Rights Reserved, This is a BETA experience. (Photo by Victor VIRGILE/Gamma-Rapho via Getty Images), Andrea's at Encore Las Vegas on January 9, 2013 in Las Vegas, Nevada. That doesn’t mean 818 is not real tequila. Kendall Jenner posted on her social media this afternoon, confirming that she is behind start-up spirits brand 818 Tequila. French conglomerate LVMH is part owner of boutique brand Volcan de Mi Tierra; privately held American company Bacardi owns Tequila Cazadores, Corzo and Patron, while British multinational Diageo owns Don Julio. It is the second largest producer of tequila brands in the world, so it’s doubtful that they’re using sustainable, ethical production methods. Jenner confirmed the news as fan speculation swirled. Kendall Jenner endured a silly outrage cycle last week for launching a tequila line, fielding accusations of cultural appropriation from social media critics. **PREORDER - ESTIMATED SUMMER ARRIVAL** Order from the Largest & Most Trusted Premium Spirits Marketplace! No longer culture-agnostic, even the world of alcoholic … I cover travel, dining and the business of living well. Kendall Jenner announced her tequila venture on Instagram, staying true to her Kardashian-Jenner brand. Jenner isn't the only celebrity selling tequila, however. And would it be a Kardashian business venture without their family matriarch, Kris Jenner, sharing her support? 9, he and his team spent days tasting various blends at the winery that would eventually make his wine. Kendall Jenner announced her latest business venture on Tuesday with a post on Instagram explaining her years-long process of creating "the best tasting tequila." People can like or dislike celebs like Ms. Jenner, that’s their right. The cult rosé wine is produced by musician Jon Bon Jovi and his son Jesse. The model took social media to announce the launch of her 818 Tequila brand. According the Distilled Spirits Council of America, tequila volumes have grown 209% since 2002, at an average rate of 6.5% per year. “Call me any time Kris.”. “After dozens of blind taste tests, […] Of course not. Take Hampton Water Wine, for example. (Photo by Denise Truscello/WireImage), The “Only Mexicans Can Own Tequila Brands” Argument. © 2021 Forbes Media LLC. The judges raved that the spirit had “an earthy nose which hints at pecan pie, sweet potato and caramel. The client will then taste multiple samples and give notes on what they like. Share options 818 is tagged as NOM 1137, which links to La Cofradia, a private distillery that offers a range of production and fermentation styles including open-air fermentation, steel tanks, and tahona extraction. Which Scored A 10? But, añejo tequila is, by definition, aged at least a year and up to three in oak barrels, bringing out a rounder texture and sweeter flavors. Kendall Jenner, photographed at the 2019 Met Gala, joins the celebrity spirits club with her new ... [+] tequila 818. For all its accolades, few consumers have tasted the spirit yet. The 818 does not claim Calabasas. Kendall Jenner is facing accusations of cultural appropriation after launching her own brand of tequila In an Instagram post on Tuesday, Jenner announced that after nearly four years of work, she is launching her “818” tequila brand, possibly named after the Calabasas, California, area code where she grew up. You may opt-out by. 9. The name of Kendall Jenner's tequila brand, 818, is the area code for Calabasas, which has angered many people online. The gold standard is George Clooney, who along with partners Rande Gerber and Mike Meldman, sold his Casamigos tequila company for $1 billion to Diageo in 2017. But let’s break down some the critiques and explain why some of the dislike might be misplaced. For something to be called “tequila,” it has to follow certain parameters, including point of origin, raw ingredients and distillation methods. This is sweet and vibrant on the tongue with asparagus notes, glints of orange zest and caramel that linger on the finish.”. We see Kendall tasting a spirit on the rocks as she comments on the flavor, followed by six other images. By looking up a brand’s NOM, you can look up not only what distillery made it, but what other products that distillery churns out. I cover travel, dining and the business of living well. The tequila, in a savvy marketing move, was submitted anonymously to spirits competitions... and it won the 2020 World’s Best Reposado title from the World Tequila Awards. Dwayne "The Rock" Johnson, Nick Jonas, and, famously, George Clooney and Rande Gerber all have their own lines of tequila. Angelina Jolie And Brad Pitt, Miraval rose – from £13.99. Mexico, like Scotland, France and Italy, has very strict regulations about the making and labeling of its national products. By order of the Mexican government, every tequila carries an identifying number, or NOM, which traces back to the distillery that made it. It is named after the ritzy New York enclave, the Hamptons. “For almost 4 years, I’ve been on a journey to create the best tasting tequila,” she wrote on her Instagram, alongside videos of tasting and parties with her friends. La Cofradia has over 60 brands currently in production, including small brands such as Adoro Tequila, Casa Noble, and Cazul 100. Kendall Jenner's 818 Tequila is getting a lot of vitriol, but a closer look at social media comments suggests some of the dislike might be misplaced. It’s the kind of news avalanche that would make one take a shot. Drink 818 has been a journey of almost "four years" for the supermodel, who revealed that it will be "coming soon" to everyone. That step can be done by a master distiller, but if the owner of a brand gets to have input on what they want, this is completely above board and typical. Commenters left quotes such as, “So basically all you did was try tequilas other people made until you liked one a lot?” and “As we know, real Tequila is from Mexico.”. The wine’s zippy tagline is “Born in France, raised in the Hamptons.”, Casamigos Tequila founders Rande Gerber and George Clooney celebrate the launch of Casamigos at ... [+] Andrea's at Encore Las Vegas on January 9, 2013 in Las Vegas, Nevada. Major names such as Patron and Don Julio have their own distilleries; that’s because they can afford to build and staff them. The “818” Name Has Nothing To Do With Mexican Culture. I cover spirits, dining and the business of living well. Jenner captions the seven slide post with a brief … One user, who identified as a Mexican tequila maker, wrote: "This is a joke for real tequila makers, what Kendall did was literally make a bottle, found a bigger brand that bottles 'her tequila.'" The 25-year-old model announced the launch of her own tequila brand - 818 Tequila - … Whisky Review: Macallan, Talisker, Ardbeg, And More. It goes the other direction too. The model, 25, announced her 818 Tequila brand on Instagram on Tuesday. of Milan Fashion Week Fall/Winter 2020-2021 on February 21, 2020 in Milan, Italy. The “Is This Even a Mexican Product?” Argument. Kendall Jenner is being accused of cultural appropriation and “exploiting Mexican culture” after she unveiled her new tequila brand, 818 Tequila.. Whisky Review: Macallan, Talisker, Ardbeg, And More. In an Instagram post, the model confirmed she has been working on her tequila brand, named 818 (presumably after the area code for Calabasas, California, where she grew up), for three and a half years, tasting and developing the product with an unspecified team. The social media user who wrote that “real Tequila is from Mexico” is correct. Mexico tightly regulates the making of tequila. Each member of the Kardashian-Jenner clan has their own signature business venture (or ventures plural). Famous Americans George Clooney, Rande Gerbe and Mike Meldman launched Casamigos tequila in 2013; it was a runaway hit before being sold to Diageo for $1 billion in 2017. Several users were riled up that Ms. Jenner merely “tried” tequilas until she found one she liked. Angelina Jolie and Brad Pitt debuted their … Kendall Jenner has come under fire on social media over her new tequila brand, 818, after fans accused her of appropriating Mexican culture.. You could ask a winemaker to craft something that’s similar to Whispering Angel, for example. Kendall Jenner starting a tequila brand, with zero knowledge on Mexican culture and calling it “818 tequila” is GENTRIFICATION. The Leukemia & Lymphoma Society BrandVoice, The World’s Top Brandies According To San Francisco World Spirits Competition, Celebrate Oregon Wine Month With The Launch Of The Pour It Forward Campaign, The Best Tequila Cocktail You’re Not Drinking. Kendall Jenner poses with 818 tequila Credit: Instagram. For all its accolades, few consumers have tasted the spirit yet. I wasn't a drinker until I tried 818. The supermodel is launching a new tequila called 818. Agave plants are the raw ingredients that form tequila. It should be pointed out that many Americans have stakes in brands that aren’t American. Reality TV star Kendall Jenner’s new tequila brand is leaving a bad taste in the mouths of many on social media. Other awards 818 racked up so far: The Chairman’s Trophy and a Top 100 Spirits nod from the Ultimate Spirits Challenge, a Platinum and a Double Gold Award from the 2020 SIP Awards, and a Triple Gold from MicroLiquor Spirit Awards, among others. (Photo by Victor VIRGILE/Gamma-Rapho via Getty Images).