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Won blind tasting. $60M year one. Cultural appropriation debate. Good juice.
Kendall Jenner's 818 Tequila overcame cultural appropriation backlash to win World Tequila Awards' Best Reposado in a blind tasting, proving its liquid quality. Revenue hit $60 million in year one, with the Blanco ($40) offering clean citrus notes and the Anejo ($60) delivering genuine caramel depth. Despite the controversy, 818 earns 20% more in annual revenue than #5 Dan Aykroyd's Crystal Head Vodka. The brand's cognitive dissonance—hated for optics, respected for taste—defines its market position. However, it falls short of #6 Jay-Z's Armand de Brignac in prestige and longevity. The tequila itself is a pleasant surprise for skeptics, with careful aging and balanced flavors. For a Jenner venture, it's unexpectedly credible.
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