Milagro Tequila recently launched “Agave Expressionism,” a campaign that unveils progressive artworks from top Mexico City street artists to celebrate the brand’s roots in the creative culture of Mexico City. The artwork has been showcased throughout New York, Chicago, Los Angeles and San Francisco via large public murals since May 2015. In L.A., the murals were displayed on double-decker buses throughout the city.
Milagro Tequila brings to life its inherent connection to art by commissioning some of Mexico City’s most admired street artists to harness the creative energy and modern vibe that is authentic to Mexico City and applying it to Milagro Tequila. In a decidedly selective process, Milagro discovered three unique Mexico City street artists—Beo Hake, Miguel Mejia (aka Neuzz) and Seher One—who have since created unique works of art, bringing to life the magical transformation of agave into an amazing liquid: Milagro Tequila. For Milagro, miracle in Spanish, the process and resulting artwork revolves around the notion that the process and resulting agave-forward liquid is truly a miracle.
Beo Hake, an illustrator and graffiti artist from Moterre, Nuevo Leon, Mexico, is inspired by his daily sensory experiences. The core of his style is an ethereal sense of daydreaming with recurring themes of animals and nature. Hake’s original artwork for Milagro was painted by hand, adding a sense of movement with his brushstrokes and texture with his choice of color.
Miguel “Neuzz” Mejia hails from Oaxaca de Juarez, Mexico, and is considered one of the most prominent contemporary artists throughout Mexico and Latin America. His style is heavily influenced by ancient Mexican indigenous art, which he laces throughout his graffiti murals and artwork. Mejia’s original creation for Milagro is a true reflection of modern Mexico and embodies the culture that Milagro represents. Eye-catching, colorful and graphic, he brings a unique and bold point of view to the brand world.
Seher One, born in Mexico City, is a graffiti artist and muralist. His work incorporates techniques from a variety of movements including surrealism, pop culture and graffiti. He is inspired by vibrant colors and natural chaos, which he brings into focus in an organized harmony and sensibility. Flowers and animals are constant throughout his work. For the Milagro creative, Seher depicted a serpent that is, in essence, the guardian of the precious blue agave. The droplets and liquid are representative of the transformation from agave to Milagro tequila.