The Most Illegal Beer directly engaged all genders, even those usually more indifferent to women’s rights topics – men – to activate discussions about global gender injustices and drive faster progress. We hijacked the holy water of manhood, as a direct invitation for men to join the conversation too.

The call-to-action: buy the beer. The profit went to an organisation fighting for global gender equality. And everything just naturally followed: People enjoyed the drink, got our message, went on to explore more about these laws, and were activated to talk about global gender injustice and demand change.

Muschicraft, which translates as “Pussy Power”, is a feminist beer brand founded to provoke the “male standard” in the beer world. That’s why The Most Illegal Beer was created for it. It’s a step further for the brand to challenge the other “male standards” prevailing in our societies around the world – the laws that were written by men but are still restricting women’s freedoms nowadays.

Since 2010, World Bank has been publishing the “Women, Business and The Law” report every 1-2 years. Part of the report is to review the unequal laws around the world. Over a decade have passed. Almost no common people have been made aware of such widely existing gender injustices, and many of these laws remain unchanged. To drive faster progress, we need to raise wide public awareness and create greater momentum for change. The Most Illegal Beer was born for this mission.

The unequal laws broken by The Most Illegal Beer were primarily based on the “Women, Business and The Law” report 2023. The 2024 report was released only after our project.

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.

To generate greater momentum for faster changes, we need to start a broad public discussion about these global gender injustices. With this mission in mind, The Most Illegal Beer was created. We aimed to shine a spotlight on these outdated, sexist laws long hidden in the legal systems around the world, and to directly engage all genders in this important conversation, including the group who are usually more indifferent to women’s rights topics – men.

We hijacked the holy water of manhood, turning it into a direct invitation to engage everyone in the conversation about global gender injustice.

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

Women from around the world came together to create this beer, doing the things that are 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 entire process intentionally violates the sexist laws from their countries of origin, including Russia, Uruguay, Italy, Sri Lanka, Madagascar, and the USA.

Sales of the beer raised money for Women For Women International, an organisation that fights for global gender equality.

Gender equality is always presumed to be only talked about by females. However, to trigger real changes, we need to directly engage all genders in this important discussion, including those usually more indifferent to women’s rights topics -- men.

Keeping this special target audience also in mind, our approach was to make a big, complicated topic easily accessible to everyone, by instilling global gender injustices in a simple, provocative beer. Not only because beer is an easy conversation opener, but also because beer is seen as the holy water of manhood and is a topic of passion among males.

The call-to-action: buy the beer. The profit went to an organisation fighting for global gender equality. Everything just naturally followed: People enjoyed the drink, got our message, went on to explore more about these laws, and were activated to start talking and demand change.

The beer was launched on International Women’s Day, kicked off with an online film showing how the beer was made, an extensive, rebellious OOH campaign, and influencer activations.

We sold the beer in a long list of bars and stores, as well as online – which could also deliver abroad. Even competitor brands like BrewDog and BRLO volunteered to sell our beer.

The story of the beer was printed on its label, directly engaging everyone who had the beer in hand. At all Points Of Sale, the message was amplified with designed posters, beer coasters, and stickers.

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

We also sent the beer to the ministers of justice in countries with laws broken by the beer, directly calling on them to change these laws.

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

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 brand engagement went up by 320%. 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.