Kendall Jenner’s 818 Tequila ups sustainability efforts

Conserving Up with the Kardashians star Kendall Jenner’s 818 Tequila model has moved its manufacturing and partnered with nonprofit Sacred in a bid to “create a brand new normal for sustainability”.

When Jenner launched 818 Tequila in Could, she turned the newest in a line of celebrities to enter the Tequila class, following within the footsteps of Dwayne ‘The Rock’ Johnson, Rita Ora, Adam Levine, George Clooney and extra.

818 has reported rapid sales since its release, and is planning a luxury-focused strategy for global expansion.

Nonetheless, Jenner has additionally skilled backlash on social media and within the press, notably surrounding a advertising marketing campaign launched in Could. The promotional video and pictures depicted Jenner sporting lengthy braids and conventional Mexican clothes using a horse by an agave subject, which stirred accusations of cultural appropriation on social media.

Now 818 is in search of to construct its sustainability credentials by two adjustments. First, it has moved its Tequila manufacturing to the Grupo Solave Distillery in Amatitán, Jalisco, Mexico. The ability is powered by biomass waste, a course of that ‘extends the life cycle of the agave and reduces CO2 emissions’. The change may even enable the model to proceed to scale its manufacturing.

Second, 818 has teamed up with Sacred, a nonprofit that works to help the agricultural Mexican communities that produce agave spirits. Based by Lou Financial institution, Sacred has launched into tasks akin to replanting agave fields and revitalising a football complex in San Antonio de Fernandez.

“At 818 Tequila, we need to create a brand new normal for sustainability whereas additionally giving again to those that are so integral to our Tequila-making course of,” mentioned Mike Novy, president and chief working officer at 818 Tequila. “Establishing a long-term partnership with Lou and his crew at Sacred to develop upon the unbelievable work they’ve already executed in Mexico actually drives our mission.”

Collectively, 818 and Sacred have created the 818 Bricks Program, which turns uncooked, post-production agave fibres into bricks that can be utilized to construct buildings in the local people.

“I’m honoured to work alongside 818 Tequila, particularly on making adobe bricks out of agave waste and utilizing these bricks to help Mexican communities,” mentioned Financial institution.

Sacred helps with the manufacturing of the bricks, and can be accountable for figuring out which tasks they need to be used for.

“It’s our mission to help the individuals who make agave spirits, in hopes of sustaining the multigenerational knowledge and practices they inherited from their progenitors who made Tequila, mezcal, and different heritage spirits,” Financial institution continued.

“Our aim is to help the communities which are integral to agave manufacturing by working with them immediately and asking them what they want.”

For extra on movie star Tequila, learn our analysis of the trend.