The Most Illegal Beer creatively and strategically employed beer as a media to directly reach and start a conversation with everyone. We let people experience global gender injustices in a simple, provocative beer, making a big, complicated topic easily accessible to people.

By hijacking the holy water of manhood, we hacked the topic of global gender injustices into the talks among men, an audience usually hard to be reached with women’s rights issues. For all the males, they unlocked an unprecedented, refreshing experience with their most familiar drink.

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.

The Most Illegal Beer was created with the mission to, for the first time ever, shine a spotlight on these outdated, sexist laws hidden in the legal systems around the world, and drive faster progress toward gender equality.

By hijacking the holy water of manhood, and turning it into our media, we intended to start a dialogue 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.

Beer is the most beloved drink and a common topic among males. So we hijacked the holy water of manhood, making it our media to reach and activate everyone, including men.

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

Women from around the world came together to create this beer, doing the 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 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 fighting for global gender equality.

Gender equality is always presumed to be only talked about by females. However, to trigger real changes, we need to engage all genders in this discussion, including an audience usually hard to be reached with women’s rights topics -- men.

Keeping this special target audience also in mind, we created The Most Illegal Beer. Our approach was to use this beloved drink as our media, letting everyone experience the global realities of 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 beloved topic among men. With this product, we successfully made a big, complicated topic easily accessible to everyone.

The campaign was strategically planned to pan out across various media channels: OOH, POS, online, social media, earned media, and direct mail to lawmakers worldwide.

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.

While enjoying the sip, people could read its story from the beer label. And at all Points Of Sale, the experience of our 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 special beer packs to the ministers of justice in countries with laws broken by the beer, directly calling on them to change these laws.

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 project so far has garnered over 1.68B reach worldwide and generated over 3.4M Euro earned media. It has amassed coverage and triggered discussions even in countries with laws broken by us, like Russia, Italy, the US, China, 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.

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