There’s a gold rush in Jalisco and Oaxaca as a growing number of famous personalities launch tequila and mezcal brands—but which ones have staying power?

When Keeping up with the Kardashians star and fashion mogul Kendall Jenner announced in February that she was the force behind 818 Tequila, social media exploded with accusations of cultural appropriation—and then counterclaims of sexism.

Few spirit brands command anything like that sort of social media attention, and when the dust settles, what the public will likely remember is that Jenner is now in the tequila business—like so many celebrities these days.

The list of famous names in film, TV, music, sports, and technology getting into the agave game continues to grow, all, to some degree, attempting to harness their social influence to drive sales.