The pattern Kendall Jenner, from the famous Kardashian clan, joined the list of famous foreigners with a tequila brand, but its foray into industry has received some criticism and controversy, although the union does not see the initiative with bad eyes.
“I’ve been on a journey for almost four years to create the best tequila tasting. After dozens of blind tastings, trips to our distillery and participating in anonymous and winning competitions. We did,” Jenner reported in recent days. . On Instagram account.
advertisement 818 Jenner’s side has sparked praise from thousands of its more than 154 million followers, as well as harsh criticism from its detractors, even though it is not the first foreign celebrity to own a tequila brand.
The 25-year-old model was accused of cultural abuse because she took advantage of the most representative drink in Mexico, as well as the high value it will have on the market.
“Something about Kendall’s tequila bothers me is the idea that white stars take advantage of Mexican craftsmen and take advantage of our traditions when they visit Cabo and Puerto Vallarta just as vacation spots,” a Twitter user said.
However, for Tequila Regulatory Board (CRT) director Ramón González Figueroa, Jenner’s new bet is not about cultural appropriation.
“Your brand has been linked to the Mexican tequila agro-industry and respects the” Tequila “designation of origin. We believe that cultural heritage is when you imitate a product in a region and do not connect properly with the industry that produces it, ie you do not have the authorization to do so, “González told Efe on Wednesday.
For his part, intellectual property lawyer Roberto Arochi stressed that as long as Kendall’s tequila is made in accordance with the regulations of the Mexican Institute of Industrial Property, the model can be marketed.
“If they were prevented from doing so, they would be discriminated against for the simple fact of being a foreigner. The origin of the capital is not an impediment to having a brand of tequila,” Arochi said.
CULTURAL APPROACH OR BUSINESS MISOGENY
Jenner was not the only artist to have her own tequila line. In Mexico, actress Kate del Castillo leads the production of Honor tequila, and the late Jenni Rivera received her tequila called La Gran Señora
Likewise, characters such as American singer Nick Jonas, Puerto Rican Daddy Yankee, basketball player Michael Jordan, Dwayne “La Roca” Johnson and actor George Clooney are just some of the artists who have joined the tequila industry, but who have not been criticized in the same way. as tough as the young woman.
“Kendall’s tequila is a cultural trait, but George Clooney’s isn’t it?” Another user said in a Twitter post to show that it may have been a case of misogyny towards the young businesswoman, rather than a case of outrage in cultural heritage.
For González Figueroa, foreign investment in the tequila sector is not a negative thing and considered that this “benefits from internationalization and access to new markets”, in addition to the fact that “all jobs and its economic impact remain in the country” due to the designation of origin model.
“Of the 1,700 brands of tequila that exist, 303 are packaged abroad, but 100% of the tequila produced for these brands is made in one of the 163 tequila distilleries in the region of the designation of origin,” he said. CRT.
jb