To showcase multiple artists' works, Mezcal Amaras' Verde bottle will feature the work of a dozen artists based in Chicago, Los Angeles, Seattle, Argentina, Berlin, and Mexico. Each artist took an entirely different approach, from graffiti artist Chaz Bojórquez tagging the label in bright green with white lettering to singer, songwriter, and producer Milkman, who utilized a bright yellow smiley face on a cloud-like background. The Amaras Cupreata recently was awarded the Double Gold, Best in Class Medal by the San Francisco World Spirits Competition, and it's clear that this company understands culture as much as they do the category.
Mezcal Amaras will showcase the work of a dozen artists from across the globe on their Verde bottle beginning this month. The practice of showcasing works by various artists began in 2016.
“Each of the artists over the years has captured the DNA of Mezcal Verde so thoughtfully through their art,” said Luis Nino de Rivera, Mezcal Amaras Co-Founder. “We are honored to expose their talent through this special program. Showcasing these artists supports one of our core values, “No Label,” celebrating the love of life every day the sun rises. added de Rivera.
The artists from this 2021 series are based in Chicago, Los Angeles, Seattle, Argentina, Berlin and Mexico. They will be celebrated in their respective cities with events to mark their label debut. “Each of the artists will incorporate their labels throughout their social media,” added Carmen Ortega Casanovas, Creative Director, Boutique-Studios, the creative agency behind this effort. These labels will be available for approximately six months.
Casanovas manages the process for this one-of-a-kind project. Carmen and her team have taken the brand from concept to bottle by working with the brand to establish the creative identity and capture the ethos the brand wanted to convey in everything from packaging to messaging. “Our agency is deeply involved in the art scene and we are always looking to identify artists who are connected with social issues, causes and themes,” said Casanovas. “We’re excited to create a platform for their talent.”
Highlights of these new labels include:
● Sofia Tormenta of Argentina whose black and white ‘bleeding’ letters beg the viewer to “Rompe el Silencio (break the silence)”
● Singer, songwriter, and producer from Mexico based in Los Angeles, Milkman, who utilizes a bright yellow smiley face on a cloud-like background
● Chaz Bojórquez, a Chicago grafitti artist tags the label in bright green with white lettering
● Visual artist Cecilia Beaven of Chicago is represented in a grayscale human/reptile
● Zebu, an art duo from Berlin features a colorful bird, glass in beak
● Scarlett Baily, a multicultural muralist based in Mexico City offers a line drawing based on Mexican tribal art
● Sky Iraheta, a visual artist based in Seattle, WA who draws inspiration from her everyday life she strives to create surreal realities that evoke a sense of wonder within the viewer
● César Canseco, a Mexican analog and digital illustrator whose illustrations are inspired by Mexican graphic propaganda mixed with old Japanese and French lithography.
About Mezcal Amaras:
Amarás is an independent company founded by Mexican visionaries who set the standards for how the category should be built, placing social responsibility as the most important pillar. Up to 20% of the net sale of each bottle is allocated for the development of internal initiatives through our holistic cycle – “From Seed to Sip” – that connects, inspires, and defines what allows the brand to stand out in the world of mezcal. In the U.S, Mezcal Amaras is available in four core expressions: Mezcal Amaras Espadin Joven, Mezcal Amaras Espadin Reposado, Mezcal Amaras Cupreata and Mezcal Verde Amaras Joven. The Amaras Cupreata recently was awarded the Double Gold, Best in Class Medal by the San Francisco World Spirits Competition.