Kim Kardashian gets slammed for Seventy One Gin partnership

Reality tv star Kim Kardashian, who led a sober life until recently, has come under fire for her advertising photoshoot for Seventy One Gin.

The Keeping up with the Kardashians star, who recently revealed why she now drinks alcohol after years of sobriety, is the subject of the gin brand’s new ad campaign.

The advertising photoshoot, which shows Kardashian posed in a sheer minidress while holding a glass of Seventy One Gin, were shot by fashion photographer and Seventy One Gin owner Mert Alas and have been reshared via both the company’s Instagram account as well as by Kardshian herself.

Seventy One Gin, made in Rotterdam, which was launched by Alas in July 2022 and was influenced by perfume-making techniques, was created in collaboration with master distiller Steve Wilson, the former president of Diageo Reserve. The gin’s botanicals include: Juniper, angelica, lemon, damask rose, grapefruit and cinchona.

However, despite the buzz on social media, many Kardashian fans are cynical about seeing the star debut as the face of a spirits brand. She don’t even drink? Does she?” queried one commenter, while another Reddit user complained: “Just accepting checks from whoever, whatever brand again”. Other Redditors queried: “I’m wondering how Kendall feels about this,” with the reminder that Kardashian’s sister Kendall Jenner is the founder of her own brand, 818 Tequila. Another added: “Remember her shooting a giant glass of 818 and gagging lollll.”

Kardashian, who has been publicly sober for many years, recently appeared on Gwyneth Paltrow’s GOOP podcast and stated: “I feel like I just gotta let loose a little bit. Cause why not, you know?”

In the past, Kardashian had been extremely vocal about her choice not to drink and had told People magazine: “I do not drink alcohol at all. I’ve never really been a drinker. I hate the taste of alcohol.”

The Daily Mail, which debuted the photos, noted that the images of Kardashian are part of an ongoing portrait series that have included friends of Alas posing with the spirit and will reportedly join other big names like Madonna, Kate Moss, and Jessica Chastain.

Celebrity-backed brands are among the bestselling drinks online, with sales showing how many have long been “underscoring the impact that celebrity backing (and a viral campaign) can have on consumer purchasing” because it is clear that consumers “are eager to try brands and new products endorsed by familiar faces”.

Kardashian has not yet made any public comment about her tie-up with Seventy One Gin, aside from her Instagram post, but with so many questions being asked, it is anticipated that she will address this in time.