'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.
Revolutionist Mezcal Branding
'Ilegal Mezcal' is Advertised as a Mezcal for the People
Trend Themes
1. Social Disruption Branding - Brands that root their identity in social disruption and revolution are gaining popularity, creating opportunities for companies to build a loyal consumer base.
2. Handcrafted Artisanal Liquors - The rise in popularity of handcrafted artisanal liquors such as mezcal creates opportunities for companies to promote their unique heritage and differentiate themselves from mass-produced competitors.
3. Authentic and Rebellious Messaging - Consumers are drawn to brands that promote authentic and rebellious messaging, creating opportunities for companies to focus on brand storytelling and connecting with consumers on a deeper level.
Industry Implications
1. Alcoholic Beverages - Alcoholic beverage companies can differentiate themselves and appeal to consumers by promoting their unique heritage and rebellious messaging through branding and marketing strategies.
2. Hospitality - The hospitality industry can capitalize on the popularity of handcrafted artisanal liquors by offering unique and authentic drink options that appeal to consumers' desire for unique experiences.
3. Art and Culture - Art and culture industries can explore partnerships and collaborations with brands that promote social disruption and revolution in their messaging, creating unique and engaging experiences for audiences.