The Most Illegal Beer was the first ever project that spotlighted the outdated, sexist laws long hidden in the legal systems around the world, boldly provoking the deep-rooted patriarchal values like never before. In the male-dominated beer world, it emerged as a powerful, feminist rebel that disrupted the entire category.

The project broke new ground by triggering worldwide discussions that engaged all genders, including men, in the topic of equality. We let people experience global gender injustices in a simple, provocative beer, and made a big conversation easily accessible to everyone, busting the boundary between men and gender equality talk.

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The Most Illegal Beer was created with the mission to, for the first time ever, shine a spotlight on these outdated, sexist laws long hidden in the legal systems around the world, and drive faster progress toward gender equality.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. However, to trigger real changes, we need to engage all genders in this discussion, including those usually more indifferent to women’s rights topics -- men.

With this special target audience also in mind, our approach was to let everyone experience the global realities of gender injustices in a simple 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 intriguing product, we successfully made a big, complicated topic easily accessible to everyone.

On the other hand, the beer world is still persistently filled with gender stereotypes. To really shake the industry and push change, we knew we had to take a radical approach, and make our product a loud, provocative statement against the ingrained system.

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.