'Ilegal Mezcal' is a mezcal anejo that roots its brand identity in social disruption and revolution.
As mezcal gains consumer popularity in North America, individual producers are working to distinguish themselves from the pack. Ilegal Mezcal does so by promoting its history of social disruption and contraband. This smoky mezcal is a handcrafted brand of Mexican artisanal liquor with a long history of smuggling and clandestine parties led by artists, writers and travelers.
Ilegal Mezcal positions itself as a product that rejects the corporate world and intervention from the government -- its tagline is "We are illegal when the laws are against the people, the Earth and women." A story is built behind the brand and people are able to connect with the product. To complete the brand identity, the bottle looks as though it has gone through great lengths to reach the consumer -- the label is faded and burnt and the bottle is stopped with natural cork and melted green wax.