Building a legacy brand.
Ilegal Mezcal is 11C's longest arc and most defining body of work. A decade-plus partnership that began with a U.S. market entry and ended with an acquisition by one of the largest spirits houses in the world.
Continuous brand stewardship, from entry to exit.
U.S. route-to-market built and operated alongside the brand.
Acquired by Bacardi—closing the arc on long-term value.
A timeline of brand growth, cultural relevance, and strategic value.
Under the leadership of John Rexer, Michelle Ivey, Kaylan Rexer, and Nick Anderson, Ilegal Mezcal was acquired by Bacardi in September 2023. The milestones below trace the journey of a brand built on authenticity, culture, and long-term vision.
- 2004
The Ilegal Mezcal beginning.
John Rexer travels extensively in Latin America and eventually settles in Antigua, Guatemala to open Café No Sé—now a world-renowned mezcal bar and music hub. While sourcing for the bar, he recognizes a lack of diversity in agave spirits and begins bringing mezcal from Oaxaca to serve at Café No Sé.
- 2006
The story.
After a period of bringing unbranded mezcal from villages in Oaxaca to Café No Sé in Guatemala, John formalizes and licenses the brand for export: Ilegal Mezcal.
- 2010
Journey to the USA.
As the mixology renaissance takes hold in New York, Ilegal makes its first shipments to the United States.
- 2012
Industry rockstar.
Ilegal earns placements in top bars and restaurants, helping lead growth in the mezcal category and establishing itself as a lifestyle brand among trendsetters in music, art, and nightlife.
- 2014
11C is developed.
Ilegal Mezcal's leadership team develops 11C to help propel the brand into its next phase across creative, trade marketing, and route-to-market strategy.
- 2015 / 2017
Strategic desirability.
After being approached by major spirits companies, Ilegal partners with a strategic investor in 2015. In 2017, Ilegal partners with Southern Glazer's, the largest distributor in the U.S., to launch national-scale distribution.
- 2022
Defining a fast-growing category.
#1 Consumer Recognition in Mezcal. Mezcal becomes one of the fastest-growing spirits categories. Partnered nationally with the #1 distributor.
- 2023
Bacardi acquires Ilegal Mezcal.
Bacardi acquires Ilegal Mezcal in September 2023 in a strategic move that recognizes the brand's enduring cultural relevance, category leadership, and long-term value.
11C was deeply involved in Ilegal Mezcal's journey—shaping the brand across creative, marketing, trade, commercial strategy, and cultural relevance to build enduring equity and drive growth. Authentic · Cultural · Iconic — from Oaxaca to the world.
The whole house—not a slice of it.
- ·Creative direction & brand world
- ·U.S. market entry & importation
- ·Route-to-market & commercial strategy
- ·Trade marketing & on-premise activation
- ·Cultural partnerships & hospitality
- ·Consumer & experiential marketing
- ·Executive leadership (marketing & ops)
- ·Investor narrative & exit support