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Paste Magazine 20th Anniversary Showcase @ SXSW

The showcase featured 44 bands over four days, including Sunflower Bean, W. H. Lung, Yard Act, and Pom Pom Squad.

ACTIVATIONS
The Ilegal activation became the heart and soul of the activation, as fans and artists congregated together to drink Ilegal and watch as people got Ilegal flash tattoos (or got tattooed themselves) – 88 people tattooed in all.

The connection to the artists was our best takeaway from the SXSW experience, an immeasurable opportunity to personally engage and make a connection with musicians from around the world. Each artist received a gift bag containing beanies, 375ml bottles, pins, stickers, koozies, and takeaway cards.

BEVERAGE PROGRAM
Ilegal Mezcal was the exclusive cocktail option of the week, offering our Oaxaca Soda, Ilegal Margarita, and Musician’s Breakfast. Ilegal Mezcal employees Matthew Green and Ty McKaskle played host to the Paste Magazine showcase, introducing the artists, and engaging attendees to try Ilegal at the concession bars.

Thanks to SXSW, the great city of Austin, and everyone who came out to celebrate 20 years of Paste Magazine!

Photo credits: Lindsay Thomaston & Gabriel Walker

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El Patojismo is Preparing The Next Generation of Guatemalan Leaders

“It was around ten or twelve years ago, when I was [feeling] lost and had a couple beers here, that the ideas started to dance in my head,” says Juan Pablo Romero Fuentes, the founder of Ilegal Mezcal community partner El Patojismo, tells our global brand ambassador Gilbert Marquez over shots of mezcal. “Fifteen years later, we have a big beautiful school,” he says with pride. “Soon, we’ll have the Centro Oportunidad. A bunch of kids turned an idea into an institution, and that’s beautiful.”

The experimental education center, located in the small town of Jocotenango in Guatemala’s Valle de Panchoy, lies somewhere between a high school, an interdisciplinary vocational academy, a restaurant, and a hub for community youth activism. Outside of a metropolitan area, and devoid of the resources that such a location would entail, Romero Fuentes wanted to create an inclusive and safe space for the children and young adults of the area to grow, learn, and prepare themselves for the future.

This emphasis on education as a site for mutual aid was a huge part of the conversations Romero Fuentes was having in 2004 with Ilegal Mezcal founder John Rexer when they met at Café No Sé, our flagship bar in Antigua. Not far from Jocotenango, our space — already the by-product of Rexer thinking outside the box when he came to Guatemala way back when — has been known to provide the backdrop for outsider souls with revolutionary ideas to gather and dream up a different world over shots of mezcal. In Romero Fuentes’ case, the creation of a school that actually served the youth of his under-served town.

“The idea was to think about what a school should look like,” he says. “It was [about] creating dignity. I didn’t expect it to grow very effectively for obvious reasons: in Guatemala, the system is every day against you. It’s the biggest monster we have to defeat.” 
Imagining outside of the limits of the Guatemalan education system has paid off. Founded in 2006, the project was first run out of Romero Fuentes’ house as a primary school. From humble beginnings, El Patojismo has since grown to include several projects serving the community of Jocotenango. At the core of the organization is the Los Patojos school, which now offers classes for both children and young adults, as well as a restaurant that serves the town run entirely by enrolled students. The hybrid work-school concept both stimulates the local economy and syncretizes valuable soft skills learned at Los Patojos into invaluable real-world experience.

Effectively providing 320 days of educational instruction compared to the 200 days mandated by the Guatemalan Ministry of Education, El Patojismo is a community effort through and through. When faced by a system that would rather see youth in areas like Jocotenango languish, thinking outside the box is the standard for meeting — and exceeding — a community’s needs. “To me, the constant feeling of anger mixed with hope and love…El Patojismo is a result of that,” says Romero Fuentes. 

This love and unity is perhaps best illustrated in the public mural El Patojismo’s students have created in town, a verdant and lush work inspired by the flora and fauna of their country in an increasingly environmentally-embattled zone. “We’re against the rich perspective of bringing a muralist who gives a tour and charges $10 to show something on the street — if it’s on the street, it’s for everyone,” he says. “We are putting flowers and Guatemalan nature on the walls so the families can see local families first and recognize the importance of nature. We don’t have any more green areas left in Jocotenango, so the more art we put up encouraging the protection of it, the more we expect a big impact.”

El Patojismo may be centered on lifting up the youth of Jocotenango, but the school’s core mission lies in preparing them for a future beyond the town. “We’re building the final part of the dream, he says. “We took care of the kids, but when you’re a young adult, imagine: you’re done with school, you don’t have a job, you don’t have opportunities. What’s the point of getting an education if you’re not going to be able to work? We’re making an institution where you can learn different things: cooking, business, innovation, technology, public relations, and we put them together as a restaurant so you’re simultaneously running your own business locally.”

One of the school’s most disciplined pupils and Romero Fuentes’ protégé Ester Salasar is the embodiment of that final part of the dream. A longtime student of the school, Salasar is prepping to one day take it over, stepping up to the plate and paying it forward for her community and her mentor in a big way.

“Ester is one of the strongest people I know,” says Romero Fuentes. “In Guatemala, there’s a lot of hate when you do things like this. People complain but don’t do much, and come at you when you do make things that [leave an impact]. Ester is going to take my place. She’s ready to lead the entire organization.”

Despite everything they are up against, Romero Fuentes maintains a hopeful outlook for the future of El Patojismo and its alumni. “I hope we can create a local economy and change the idea of education in the comunidad, because the young people can learn how to run a business, have an identity, have a sense of life, make sure they understand the value of money as a resource and use it correctly so everyone can have a better life,” he says. “Imagine, you’re eighteen, you just graduated, you’re done with school, you understand business, you understand technology, you’re great with the arts, you’re healthy, you do sports…these are citizens that can change the path of an entire country.”

By E.R. Pulgar

Learn more about El Patojismo

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Paste Studio on the Road | James Brandon Lewis Trio

Our Greenpoint HQ is now the New York home for the Paste Studio on the Road, and in 2022 our stage has hosted iconic artists and rising acts. On March 9th, 2022, acclaimed New York-based tenor saxophonist, composer, and bandleader James Brandon Lewis and his trio, graced our stage.

Check back for announcements of more to come with Paste Magazine, and discover more about our connection to music, including our Musician’s Breakfast series, here.

More James Brandon Lewis:
Spotify
Website
Instagram
NY Times Feature

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Ilegal Mezcal x Paste Magazine

After years of bonding over our shared love of live music, we traveled with the Paste team to Antigua, Guatemala in December 2021, to produce the live-streamed concert series Paste Studio on the Road, at Café No Sé, Ilegal Mezcal’s original home. We then hosted a show at the stunning La Casa de la Ruina, featuring Gaby Moreno, David Aguilar, Silvana Estrada, Lau Noah, Kath Palma and SUSU.

Our Greenpoint Showroom is now the New York home for the Paste Studio on the Road, and in 2022 our stage has been graced by iconic artists like Gogol Bordello and John Oates (of Hall & Oates), and rising acts like Thick, Dead Tooth, and Lovechild. And at SXSW, we presented Paste Magazine’s 20th anniversary showcase, featuring 44 bands including Delta Spirit and Sunflower Bean, over four days at the Pershing in Austin, TX – pictures by Gabriel Walker in the gallery below!

Check back for announcements of more to come with Paste Magazine, and discover more about our connection to music, including our Musician’s Breakfast series, here.

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No celebrities, just damn good mezcal.

It’s a way of living and a state of mind. It’s about uniting people over a drink. It’s for people who prefer the texture of time-etched beauty over the gloss of processed perfection.

It’s also about standing up for what we believe is right. We are an activist brand that takes to the streets and walls to support human dignity, freedom, uninhibited creativity, and a habitable planet. Our motto: Fight for positive change, kick up some dust, drink an Ilegal.

Around 2004, Ilegal’s founder John Rexer began smuggling mezcal from Oaxaca to Café No Sé, his clandestine bar and music hub in Antigua, Guatemala. The mezcal became popular very quickly. In 2006, John created the brand Ilegal, originally just to supply the bar. On the back of each bottle of Ilegal you will find it says “Originally produced for: Café No Sé, Mezcal Bar.”

Handcrafted by fourth-generation mezcaleros in small batches in Oaxaca, Mexico, Ilegal Mezcal has a beautifully balanced profile, with a mouthful of agave and a hint of smoke. Our practices reflect our commitment to sustainability and biodiversity in the Oaxaca region. Commitment to quality is apparent in every step of our process, from harvest to first sip.

No celebrities, just damn good mezcal.

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Ilegal Mezcal X Forest Hills Stadium

The 2022 season is already a success for us, as we have more activations planned, more shows are scheduled than previous years, and the stadium’s newly hired booking agent has booked more exciting artists sure to draw larger crowds. We are proud to represent our brand at this historic stadium, and look forward to expanding visibility by adding more diverse activations and building a stronger beverage program.

ACTIVATIONS
The fan-favorite tattoo activation enhances the guest experience by delivering a unique and lasting memento. Guests pick from a flash sheet and get a free tattoo while watching their favorite band perform a stone’s throw away. The pop-up is active at every show throughout the season at Forest Hills; participants must be 21+. The 2022 season will feature a new activation: Once a month, an artist will paint a live mural/canvas during a concert, and for the month following that piece will be on display for auction, with proceeds donated to a charity mutually selected by Ilegal Mezcal and Forest Hills Stadium.

BEVERAGE PROGRAM
Ilegal Mezcal maintains agave exclusivity at the concessions on the property, an indication of Ilegal’s leadership and continued progress within the mezcal category. This will be the first season the venue will carry all three Ilegal marks, with Joven still represented, Reposado being available at the concession stands as a markup feature (to Cadilac your margarita), and Añejo featured in the private speakeasy suites.

CLIMATE NEUTRALITY
Forest Hills Stadium will be climate neutral, with a goal of being climate positive for the 2022 Season. To accomplish this, they are supporting a carbon sequestration and wildlife protection project in Colorado that will neutralize significantly more carbon than generated during the 2022 season. While Forest Hills Stadium is actively taking steps to minimize its carbon footprint before introducing offsets, the emissions that will be offset are (at the moment) unfortunately inevitable due to the nature of the live music industry.

Photo credit: Herminio Torres

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Paste Studio on the Road | Slow Fiction

Our Greenpoint HQ is now the New York home for the Paste Studio on the Road, and in 2022 our stage has been graced by iconic artists and rising acts. Slow Fiction, a rising NYC-based indie rock band, joined us on March 10th, 2022, playing original tracks including their brand new single, “International Cherry.”

Check back for announcements of more to come with Paste Magazine, and discover more about our connection to music, including our Musician’s Breakfast series, here.

More Slow Fiction:
Spotify
Instagram

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Paste Studio on the Road | John Oates & Guthrie Trapp

Our Greenpoint Showroom is now the New York home for the Paste Studio on the Road, and in 2022 our stage has been graced by iconic artists and rising acts. On March 10th, 2022, we were honored to have John Oates (of Hall & Oates) and Guthrie Trapp play a handful of Americana and traditional folk songs at our Showroom, along with an acoustic rendition of the Hall & Oates classic “Out of Touch.”

Check back for announcements of more to come with Paste Magazine, and discover more about our connection to music, including our Musician’s Breakfast series, here.

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Ilegal Mezcal’s Commitment to Quality

Why elevate your agave and tequila collection with Ilegal Mezcal? Ilegal is made ‘Sin Prisa’ without rush or hurry using artesanal methods. Produced in small lots – each bottle is hand corked, labeled, and numbered.

Our practices reflect our dedication to sustainability and biodiversity in the Oaxaca region. 100% natural, Ilegal Mezcal uses no artificial colors, yeasts, flavors, or additives. Just agave, sun, and time. Mezcal versus tequila, is handcrafted artisanally, and agave roasted in underground earthen ovens. Commitment to quality is apparent in every step of our process, from harvest to first sip.

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Hunter, NY | Washington Irving Inn

Opened by Ilegal founder John Rexer in the early 2000s, Café No Sé has become the beating heart of an international music scene in Antigua, Guatemala. This is the original home of Ilegal Mezcal + the first mezcal bar opened outside of Mexico.

Bar Ilegal is an experiential outpost of Café No Sé. We kicked off Bar Ilegal 2022 by posting up for 4 weekends at Washington Irving Inn (reopening as Hotel Lilien in Summer 2022). Ilegal Mezcal cocktails & food menus were provided by:

Ponyboy [Feb 11-12]
For All Things Good [Feb 18-19]
Aldama [Feb 25-26]
Mister Paradise [Mar 4-5]

Bar Ilegal heads out on tour, starting in Jacksonville, FL on 3/15. Pics below by Sarah Craig, from our final weekend at the Washington Irving, which featured two raucous performances by the legendary SUSU!