Ilegal Mezcal to raise funds for LGBTQ+ charity
Mezcal brand Ilegal has pledged up to US$40,000 to support the LGBTQ+ community through a cocktail campaign in the US.
Titled CelebratingYOU, the campaign debuted in 2021, generating US$20,000 to support LGBTQ+ programmes, and the same again the following year, before raising a further US$40,000 across 2023 and 2024.
All up, the campaign has given more than US$80,000 to LGBTQ+ programmes since its inception, and Ilegal Mezcal is hoping that it can have an even greater effect this year.
For the campaign, the mezcal brand is creating special cocktails at bars and restaurants across the US, including an Ilegal Margarita and Spicy Paloma, of which a portion of the costs (up to US$40,000) sold go to WayOUT – a San Francisco-founded organisation that invests in life-saving resources and programmes for LGBTQ+.
The campaign will run for the duration of next month (June).
Kaylan Rexer, head of marketing at Ilegal Mezcal, said: “Through ‘CelebratingYOU’, we’re not only raising funds – we’re creating visibility, sparking joy and honouring the diverse identities that make our community beautiful.
“This year, we’re excited to launch our silent auction, where consumers and brand fans alike can bid on items starting on 2 June in the hopes to raise more money and generate an even greater impact in our fifth rendition.”
Alongside the cocktails, a silent auction will allow consumers to bid on curated items to help raise additional funds for the campaign. Additionally, a ‘CelebratingYOU’ event will be open to the public at Public Records in New York City on Saturday 14 June from 3–7pm, with proceeds going to WayOUT.
The markets taking part in the campaign include Los Angeles, Las Vegas, Chicago, Austin, Miami, Atlanta and Philadelphia. Participating venues can be found here.
“WayOUT is changing what it means to grow up as a minority in America,” said Brenden Kennedy, the organisation’s president.
“By investing in affirming programmes at the local level, we aim to empower LGBTQ+ people to live openly and unabashedly – no matter where they live.”
Ilegal Mezcal was acquired by Bacardi in September 2023.
Earlier this year, The Spirits Business spoke to the brand’s founder John Rexer on how the mezcal category can win over consumers, as it has done with bartenders and bars.
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