Montelobos Mezcal

Working with our partners at Casa Lumbre, fifth generation mezcalero Don Abel Lopez, and agave expert Iván Saldana, WeHolden helped bring Montelobos from Santiago Matatlán, Oaxaca to the U.S.—where the brand was eventually acquired in by Campari in 2019. WeHolden designed the acclaimed packaging, traveled to Oaxaca to document the Zapotec heritage and process of the liquid, and brought it all back home to create dark, experiential sampling events and a unique brand world that combined non-traditional advertising, earned media, trade programming and unique social content.