In over 70 countries worldwide, laws still exist which prohibit women from doing things that men are allowed to do -- laws that restrict women’s choice of jobs and dictate how they should look and behave. It’s a harsh reminder of the reality of gender inequality nowadays: Women are still denied the same professional and personal freedoms as men globally.

The Most Illegal Beer was created with the mission to, for the first time ever, shine a spotlight on these outdated, sexist laws long hidden in the legal systems around the world, and drive faster progress toward gender equality.

With this intriguing, provocative beer, the project intended to start a conversation engaging all genders, even the group who are usually more indifferent to gender equality topics -- men. The wide-spread discussions were used to generate greater momentum for change.

The Most Illegal Beer breaks the laws from over 50 countries worldwide – simply because it’s made by women.

Women from around the world gathered to create this beer, doing things forbidden for women but allowed for men. They worked in brewery with yeast, produced alcohol, cleaned and repaired running machinery, pulled night shifts, used hand trucks, lifted heavy beers, drove trucks, wore make-up and tight, low-cut jeans, drank beer in bars, and more! The process intentionally violates the laws from their countries, including Russia, Uruguay, Italy, Madagascar, and the USA.

A beer that defied all beer conventions, our product emerged as a feminist rebel provoking the male-dominated industry.

The beer's profit went to Women For Women International, an organisation fighting for global gender equality.

We could scale it up as a hit on every International Women’s Day, every year produced according to the status of these unequal laws globally.

Gender equality is always presumed to be only talked about by females and reported by female-targeting media. However, to trigger real changes, we need to involve all genders in this discussion, including men.

Keeping this special target audience also in mind, we created The Most Illegal Beer. Not only because beer is an easy conversation opener for everyone, but also because beer is seen as the holy water of manhood and is a beloved topic among males.

With a simple beer, we hacked the message of “gender injustice” into male press and conversations, engaging a group traditionally more indifferent to women’s rights issues. A big, complicated topic, made accessible to everyone.

The project was supported by an online film, influencer activations, and OOHs – all leading to our project website. We also sent the beer to the lawmakers in countries with such unequal laws, adding direct pressure for change.

The Most Illegal Beer was launched on International Women’s Day, but our PR and social strategy deliberately stretched out the conversation throughout March and even beyond.

The project was supported by an online film showing how the beer was made, an extensive OOH campaign, and influencer activations.

We sold the beer in a long list of bars, stores, and online too – which could also deliver abroad. Even competitor brands like BrewDog and BRLO sold our beer. The beer’s story was printed on the label. At all Points Of Sale, our message was amplified with posters and beer coasters.

All campaign assets, including the beer label, drove people to the project’s website, to order the beer and explore more about the unequal laws it challenges.

We also sent special beer packs to the lawmakers in countries with laws broken by the beer, directly calling on them to change these laws.

The project so far has garnered over 1.68B reach worldwide and generated over 3.4M Euro earned media. It amassed coverage and sparked discussions even in countries with laws broken by the beer, like Russia, Italy, the USA, China, Uruguay, etc.

Online conversations about these unequal laws have increased by 290%. Everyone was activated. Men were engaged in the gender equality talk more than ever. They got mobilized to rethink the reality of gender inequality, and even to demand change.

Brand mentions of Muschicraft raised 4000% during the campaign, while its social engagement went up by 1571%. With this project, we put this bold, provocative feminist beer brand firmly onto the map of the male-dominated beer world, and in people’s minds too.

The Most Illegal Beer gave Muschicraft 300% faster sales growth than category average. After a quick sold-out, a second batch is already brewed.