How Ilegal Mezcal Built a Category Without Losing Its Soul
A quick chit-chat with Ilegal co-founder Stephen Myers
We at Nihilo have a longstanding love affair with the Ilegal Mezcal brand. What stands out most to us is how instantly iconic the brand feels - like it’s always existed. It fits anywhere, but it never blends in.
It’s unapologetically its own thing.
Stephen Myers was one of the original co-founders of the brand, helping founder John Rexner smuggle Mezcal over the border from Oaxaca, Mexico, to Café No Sé in Antigua.
You will find some enlightening clips from our chat below:
Nihilo: What was your approach to growing an audience while creating a new category?
Stephen:
Nihilo x Stephen talking about what makes the brand so iconic and timeless:
Stephen tells us one secret to building a 20-year overnight success: being nice. Who knew?
Stephen Myers is the VP of Sales at Ron Pa’lante and works with emerging brands on sales and go-to-market strategy. Got a question for Stephen? Reach out at stephen@dynamicbeverage.com.