On Feb. 16, Kendall Jenner revealed that she will be launching her 818 tequila brand.

Jenner’s celebratory announcement landed her in the middle of cultural appropriation accusations, something the Kardashian-Jenner clan is no stranger to.

The backlash comes after her announcement video posted to her Instagram account, in which Jenner can be seen engaging in a blind taste test with what is believed to be 818 tequila and another unidentified brand, ultimately choosing her 818 tequila brand as the one she likes more.

In the caption of the post, Jenner stated that her 818 Tequila has won world-tasting competitions and noted that this “best tasting tequila” is approximately four years in the making.

 

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A post shared by Kendall (@kendalljenner)

Many outraged members of the Latinx and Mexican community expressed discontent with Jenner’s announcement in the comment section of the posts to say that it’s insulting to state that a white-owned tequila brand can be better than that of Mexicans, especially since making tequila is a family business in Mexico.

Other commenters questioned the pay and working conditions of the production workers in Jalisco, Mexico where the 818 Tequila was handcrafted.

While Jenner has yet to comment on these accusations, many of her supporters and other neutral parties pointed out that she is not the first celebrity to enter the tequila market.

Other commenters went as far as to say that people were just looking for another thing to hate on their family for.

 

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A post shared by 818 (@drink818)

Those comments were then refuted by statements that claimed Jenner’s celebrity and the exposure of her brand is greater than that of other celebrities that have entered the tequila market.

Since the backlash, there have been no reports of Jenner backing out the tequila market or stopping production, and Kendall has not commented on the accusations on her social media accounts.