MONTELOBOS MEZCAL

The Zapotec duality of nature surrounds us and wolves live in our design studio. We traveled to Oaxaca to make mezcal—nothing has been the same since. Working with Casa Montelobos, fifth generation mezcalero Don Abel Lopez, and agave expert Iván Saldana, WeHolden helped bring Montelobos from Santiago Matatlan, Oaxaca to the U.S.—where this premium mezcal is distributed by William Grant & Sons. WeHolden designed the acclaimed packaging—which was featured on Dieline. We documented the brand story to honor the natural mysticism and Zapotec heritage of the liquid, travelling through the mountains, agave fields, and palenques of Oaxaca to learn and film the sustainable craft of making mezcal. Then we brought it all back home to create dark, experiential sampling events and a unique brand world that combined organic advertising, PR, trade programming and digital and social media platforms. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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