Brand ········· Muschicraft
Agency ······ HeimatTBWA Berlin
The Most
Illegal Beer
Illegal Beer
Made of gender injustice,
against gender injustice
In over 1/3 countries worldwide, there still exist laws prohibiting women from doing things that men are allowed to do, laws that restrict women’s choice of jobs and dictate how they should look and behave. This shows that even nowadays, women are still denied the same professional and personal freedoms as men globally.
The feminist beer brand Muschicraft, which translates as “Pussy Power”, stepped up to spotlight and challenge such widely existing gender injustices, with a beer --
A beer that breaks the laws from over 50 countries, simply because it’s made by women.
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The feminist beer brand Muschicraft, which translates as “Pussy Power”, stepped up to spotlight and challenge such widely existing gender injustices, with a beer --
A beer that breaks the laws from over 50 countries, simply because it’s made by women.
“The Audacity!”
Breaks the laws from over 50 countries worldwide, only because women were involved in every step of the beer’s production and distribution process:
Women from across the globe came together to make this beer, intentionally violating the sexist laws from their countries of origin, doing the very things that are forbidden for them but allowed for men.
“A Rebellious Manifesto”
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“A Rebellious Manifesto”
Going On Shelves
The beer was sold in a long list of bars, shops, convenience stores, supermarkets, events, etc. Even competitor beer brands like BrewDog and BRLO volunteered to sell our beer in their stores. Sales raised money for Women For Women International, an NGO that fights for gender equality globally.
The beer’s story was printed right on its label, directly engaging anyone who held the bottle in hand. By instilling the global realities of gender injustice in a simple, provocative beer, we made a big, complicated topic accessible to everyone, and easy to be talked about.
The beer was sold in a long list of bars, shops, convenience stores, supermarkets, events, etc. Even competitor beer brands like BrewDog and BRLO volunteered to sell our beer in their stores. Sales raised money for Women For Women International, an NGO that fights for gender equality globally.
The beer’s story was printed right on its label, directly engaging anyone who held the bottle in hand. By instilling the global realities of gender injustice in a simple, provocative beer, we made a big, complicated topic accessible to everyone, and easy to be talked about.
The beer is also available in online shops, which could deliver abroad.
Pushing For Progress
We also sent out special beer packs to the ministers of justice in countries with laws broken by our beer, adding direct pressure for change.
“Revolutionary Beer”
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“Revolutionary Beer”
Results
The Most Illegal Beer generated organic buzz all over the world, amassing coverage and sparking discussions even in countries with laws broken by the beer, such as Russia, China, Italy, Uruguay, the USA, Ukraine, etc.
