At Least It’s Top Shelf

El Universal: A prominent art critic is trying to stop Frida Kahlo’s niece from selling tequila under the famous Mexican artist’s name.
Putting the name of Frida Kahlo on a bottle of tequila is no less than “disgraceful,” said Raquel Tibol, adding the “atrocious act” was inspired by the fact that Kahlo was an alcoholic who drank at least a bottle of tequila daily.
The new brand of tequila is backed by the Frida Kahlo Corporation, a partnership between Kahlo’s niece and companies that claims it has the right to license products with the artist’s name in Mexico and overseas.
However, Raquel Tibol is questioning whether Isolda P. Kahlo really has the rights to commercialize the name of her aunt. “This is a dirty shame! Who gave the permission to use her name?”
Tibol says that only one foundation can legally do so.
In 1955, a couple of years before his death, Diego Rivera established the creation of the Diego Rivera and Frida Kahlo Museums Trust run by the Banco De Mexico and now led by Guillermo Ortiz. The body was established to hold the homes, works and possessions of the two artists in a public trust.
Tibol says this is the only organization authorized to give permission to use Frida Kahlo’s name for commercial purposes.
The tequila is the latest in a growing number of commercial products on the market with the Kahlo name attached to them. Also on sale: a perfume; a line of clothes and jewelry; and a soon-to-belaunched doll of the artist.
“Tequila Frida Kahlo” will come in three varieties: blanco, reposado and añejo, at a cost of US50, US65 and US90, respectively. The bottles are adorned with labels showing the artist in a three-quarters profile, framed in a crown of flowers.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.