Mexico City’s Most Celebrated Street Artists Interpret Tequila-Making Process in Unique Artworks
NEW YORK, NY (April 20, 2015)—Milagro Tequila announced today the launch of “Agave Expressionism,” a new campaign which unveils progressive artworks from top Mexico City street artists to celebrate the brands roots in the creative culture of Mexico City. Beginning in May 2015, Milagro will be showcasing these inimitable works in New York, Chicago, Los Angeles and San Francisco via large public murals.
Milagro Tequila has a deep-rooted connection with art—from its founders’ original inspiration to the artistry of its liquid and its bottle design. The vision of Milagro started with founders, Daniel Schneeweiss and Moy Guindi, who embodied the creativity and self-expression of modern Mexico City, particularly its innovative architecture, art, music and design. The first step in bringing their dream to life was finding Pedro Juarez, the Master Distiller. Pedro’s vision started where the art of tequila begins – with the agave itself. He insisted on using only the remarkable Jalisco Highlands 100% estate-grown blue agave, which is sweet, fruity and aromatic, setting Milagro Tequila apart from other tequilas. The artistry came full circle with Milagro’s bottle design. The Select Barrel Reserve bottles are handmade, each crafted around a sculpture of the agave heart, and the brand’s logo, as featured on the brand’s Core line, was inspired by the organic forms of Mexico city street art.
In 2015, Milagro Tequila continues to bring to life its inherent connection to art by commissioning some of Mexico City’s most admired street artists to harness the creative energy and modern vibe that is authentic to Mexico City and applying it to Milagro Tequila. In a decidedly selective process, Milagro discovered three unique Mexico City street artists—Beo Hake, Miguel Mejia (aka Neuzz) and Seher One—who have since created unique works of art, bringing to life the magical transformation of agave into an amazing liquid: Milagro Tequila. For Milagro, miracle in Spanish, the process and resulting artwork revolves around the notion that the process and resulting agave-forward liquid is truly a miracle.
Beo Hake, an illustrator and graffiti artist from Moterre, Nuevo Leon, Mexico, is inspired by his daily sensory experiences. The core of his style is an ethereal sense of daydreaming with recurring themes of animals and nature. Hake’s original artwork for Milagro was painted by hand, adding a sense of movement with his brushstrokes and texture with his choice of color.
Miguel “Neuzz” Mejia hails from Oaxaca de Juarez, Mexico, and is considered one of the most prominent contemporary artists throughout Mexico and Latin America. His style is heavily influenced by ancient Mexican indigenous art, which he laces throughout his graffiti murals and artwork. Mejis’ original creation for Milagro is a true reflection of modern Mexico and embodies the culture that Milagro represents. Eye-catching, colorful and graphic, he brings a unique and bold point of view to the brand world.
Seher One, born in Mexico City, is a graffiti artist and muralist. His work incorporates techniques from a variety of movements including surrealism, pop culture and graffiti. He is inspired by vibrant colors and natural chaos, which he brings into focus in an organized harmony and sensibility. Flowers and animals are constant throughout his work. For the Milagro creative, Seher depicted a serpent that is, in essence, the guardian of the precious blue agave. The droplets and liquid are representative of the transformation from agave to Milagro tequila.
Beginning on May 1, 2015, the three works of art will be displayed publicly via wallscapes and murals along the side of buildings and other areas in New York, Chicago, Los Angeles and San Francisco. Once discovered join the conversation using #AgaveExpressionism onFacebook, Instagram @milagrotequila and Twitter @milagrotequila.
For more information on Milagro Tequila visit www.milagrotequila.com.
Founded in 1997 by Mexico City natives Danny Schneeweiss and Moy Guindi, Milagro Tequila and has quickly escalated into one of the world’s leading tequila brands with one foot in tradition and the other in the future, combining the finest old-world techniques and traditions and applying modern technologies and processes to produce a superior product. This award-winning tequila brand from William Grant & Sons captures the spirit of modern day Mexico, from its entrepreneurial founders and artisanal bottles to the ingredients and distillation process. The Milagro Tequila range consists of six expressions, with Silver, Reposado and Añejo expressions of its Core and Select Barrel Reserve ranges respectively. All Milagro expressions are distilled in both pot and column stills for the perfect balance of smoothness and agave flavor from 100% estate-grown blue agave. Milagro Silver is crisp and clear, and is renowned for its smoothness, mixability and agave-forward taste, making it perfect in the signature Freshest Margarita, made with agave nectar and fresh lime juice. All Milagro Tequilas have an ABV of 40% and retail between $24.99 to $43.99 for the core range and between $52.99 and $98.99 for the Select Barrel Reserve range. For more information, visit www.milagrotequila.com.
About William Grant & Sons
William Grant & Sons, Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the luxury spirits company is run by the fifth generation of his family and distills some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch Grant’s® along with iconic premium spirits brands Hendrick’s® Gin, Sailor Jerry® Rum, Tullamore Dew Irish Whiskey and Milagro® Tequila.
William Grant & Sons has been honored as “Distiller of the Year” by the prestigious International Wine & Spirit Competition and International Spirits Challenge eleven times over the past 15 years, and most recently named “International Spirits Producer of the Year” by the IWSC in 2014.
Founded in 1964, William Grant & Sons USA is a wholly-owned subsidiary of William Grant & Sons, Ltd. and features one of the fastest growing spirits portfolios in the USA with brands including Glenfiddich, The Balvenie, Hendrick’s Gin, Sailor Jerry Rum, Tullamore Dew Irish Whiskey, Milagro Tequila, Flor de Caña, Drambuie, Grant’s, Hudson Whiskey, Gibson’s Finest, Monkey Shoulder, Clan MacGregor, Reyka Vodka, Solerno Blood Orange Liqueur, Montelobos Mezcal, Ancho Reyes Chile Liqueur, Lillet, Art In The Age, The Knot, and Raynal French Brandy. For more information on the company and its brands, please visit www.grantusa.com.