Kendall Jenner has been criticized after declaring she wants her tequila brand to support the Jalisco community.
The 25-year-old model was accused of "culturally appropriating" Mexican culture earlier this year, when she starred in a advertising campaign for her business venture 818 Tequila.
But Kendall has now revealed how she and her brand are supporting the community where the drink is made.
The Keeping Up With The Kardashians star said on The Tonight Show Starring Jimmy Fallon that she was giving back to the people in the area where 818 is made.
"At our distillery, which I was just at the other day, we found a way to take the agave fibres and water waste and build sustainable brick that were are actually dominating back to the community of Jalisco," shared the Vogue model.
The daughter of Kris Jenner added: "Along with saving the planet it's important for us to be friendly to the community as well. We're donating them and building homes for people that need homes."
But Andy Coronado, who co-owns La Gritona Tequila with businesswoman Melly Barajas Cardenas, previously blasted celebrities like Kendall for entering the alcohol ndustry.
He warned that celebrity tequila companies "pull away resources from smaller brands."
Andy said: "It is a commodity, and it boosts the prices. It leaves the rest of the tequila world to trying to … survive. If you say tequila, you immediately think about Mexico."
"I would love for it to be known all over the world by whoever because although an American creates their own brand and whether you like it or not, Mexico also sees that money because there's no other country."
Coronado's thoughts were also echoed on social media.
"So she's donating a few bricks made from waste and claims she's building a village? And it's not 'your' distillery Kendall as other brands are made there too, such as the 512 brand. So same as Kylie with her 'business' you are taking a product that already existed, slap a new label on it and double the price!" a shady comment read.
"She says we when she talks. WE discovered that WE can make sustainable brick from the agave. WE are building homes for the poor in Mexico. No, Kendall. No, sweetie. Just like everything you've made in life, other people do everything for you, and you attach your name on it," a second added.
"She's making millions off the culture specifically of that area, but hey she's giving them agave bricks so it's all good??? Elitist hypocrite," a third commented.