Kendall Jenner Receives Backlash After Announcing New Award-Winning Tequila Brand

Instagram / Kendall Jenner

The Kardashian-Jenner family is taking over the scenes again with another business venture. On Tuesday, February 16, model and socialite Kendall Jenner disclosed the launch of her tequila brand, 818, which she worked on for a while.

She announced the launch via an Instagram post and shared that she has been working on the brand for nearly four years and has gotten numerous awards.

In the post, she wrote, "For almost four years, I have been on a journey to create the best-tasting tequila."

Jenner then went on to share that the alcoholic beverage is "coming soon." She continued that the tequila is all "we have been drinking for the last year."

She shared her enthusiasm and added that she couldn't wait for it to be on the market for everyone to enjoy.

The runway model also shared a tidbit of the work that created the tequila as a "hand-crafted tequila from Jalisco, Mexico." The Instagram big reveal included videos of her choosing between different tequila options and a photo of the awards won by the brand.

Members of the Kardashian-Jenner family came through to cheer their sister on. Businesswoman Kylie commented, "KENDALL!,  I have seen all the hard work and LOVE you've put into 818!!! and you did it, the best tequila."

Her older sister Kim Kardashian also shared that she wasn't a drinker until she tried the new tequila and added, "So proud of you!"

Per Jenner's announcement, the tequila brand, 818, earned numerous accolades including, "Best Reposado Tequila from the World Tequila Awards," "the Chairman's Trophy from the Ultimate Spirits Challenge," "the Platinum Award from the SIP Awards," and many more.

The news of the new tequila brand was met with mixed feelings amongst social media users. Some openly criticized her business choice in tequila, which has its roots in Mexico.

As Jenner was applauded by many, others berated her decision to make the alcohol culturally appropriate for entering the brand into competition anonymously.

One of the most vocal critics Lucas Assis, a Los Angeles-based bartender from Brazil, shared his concerns with "Yahoo Life" and said he was disappointed but not surprised by the latest Kar-Jenner business.

Assis shared that Jenner displayed "a lack of respect for the culture and the importance of tequila to Mexico," as she does not know how to drink tequila properly.

He continued that for an outsider of the Mexican culture to claim she made the best-tasting tequila in only four years is plain disrespectful.

Coincidentally, Jenner's tequila announcement came a day after comedian Kevin Hart revealed that he was on the verge of creating his tequila brand. He shared that the tequila will soon be made public after three years of development.