Issue link: https://www.epageflip.net/i/1331779
63 milestone, Ilegal conducted pop-up bars all over the country. The goal, he explains, "was to bring people into a smaller venue where they can get to know Ilegal in an unpretentious way. I guess the one non- negotiable for any guest experience is that if it's not fun and real and all about the customer, we're not interested." The simplicity of Ilegal's lineup underscores the brand's commitment to showcasing the true flavor of Espadín: "Capturing the flavor of the plant is what it's all about," says Rexer. Ilegal Joven is a full-bodied yet delicately flavored unaged mezcal, expressing herbal aromas and bright citrus on the palate. The Reposado, aged for four months in used bourbon barrels, is a smooth sipper with herbaceous tones and flavors of baking spice and winter fruit, while the Añejo is aged for 13 months in American oak for a rustic yet rich, fruit-forward profile. While producing mezcal to compete with the world's finest aged tequilas, Rexer also made it Ilegal's mission to be an active member of its community. "We are an activist brand known for causes we support," he explains. "The company has had a philosophy since day one: you don't 'give back,' you 'give along the way'—and not just with money but with time and talent." Ilegal is actively involved with Team Brownsville, an organization that provides food, water, and other resources to asylum seekers at the border, as well as in school-building and beach- cleaning projects throughout Mexico. It also focuses on engagement with Latin American workers in the U.S. service industry. "The hospitality business is made up of people from all over the world, and many [of them are] from Latin America. It's a community that can be mobilized quickly to make a change and have a big impact," Rexer asserts. Of the brand's new campaign, "Love Your Neighbor," he adds, "We began the campaign about a year ago, and we'll be amplifying that message, especially given the humanitarian crisis that is growing at the border. We invite everyone to get involved." To learn more about their initiative, visit ilegalmezcal.com/love. Ilegal's commitment to community is reflected even in its approach to sales. "Communication is everything," Rexer says. "I try and make sure that those selling Ilegal know they have an obligation to those making Ilegal in Oaxaca—that their livelihoods are affected by how well we do and that as long as we have attention to detail, we will do well." His insistence on forging personal connections has been a pillar of the company since day one. "In the U.S., our plan is to continue growing at a healthy pace while maintaining [the] very hands- on, person-to-person approach that has built the business. . . . We want to make sure it is here for many years to come." Ilegal founder and CEO John Rexer with Global Brand Ambassador Gilbert Marquez at Salòn de la Fama in Oaxaca.