What Makes a Great Brand Ambassador? Gilbert Marquez of Ilegal Mezcal

Editor’s note: Today is National Mezcal Day and to celebrate we bring you the first in a series on brand ambassadors. Meet Gilbert Marquez, global brand ambassador for Ilegal Mezcal.

What attracted you to the industry?

I really fell in love with this industry because it gave me a chance to be creative and share my culture with others. Mezcal is deeply embedded in Mexican culture and definitely a point of pride for the Mexican people and it is an honor and a great responsibility to represent Ilegal Mezcal, which is one of the most iconic brands in the world.

How and when did you get started as a brand ambassador?

I started working in the agave spirits world about 12 years ago consulting for Mexican restaurants and Mexican spirits focused bars. I was able to work with virtually every Mezcal brand that was available in the United States. I knew that I was eventually going to work with a brand in one way or another. When I discovered Ilegal, I knew this was the one I wanted to help grow.

What are the qualifications for being a great brand ambassador?

The most important thing for being a brand ambassador is really loving the company that you work for and the brand that you represent. If that element is not there, the rest will just not come naturally.

What do you like best about being a brand ambassador?

One of the biggest misconceptions people have about me is that I spend most of my time drinking at bars. In reality there is a lot that goes into setting up events and representing the brand behind the scenes. For example, One of my favorite parts about doing an event for Ilegal is the ability to bring in a DIY element to the set up. I like to arrive at the event early and set up displays and bars with upcycled materials that we have curated during our time in different cities.

What trends do you see right now in the cocktail/spirits world?

One of the biggest trends I’ve noticed is that most bars now have at least one mezcal based cocktail on their cocktail list.

I’m pleasantly surprised to see the amount of growth in the Mezcal category over the last decade. Back when I started bartending it was hard to get people curious to taste Mezcal especially because it is such an esoteric spirit. These days I am shocked if I don’t see at least one cocktail with Mezcal on a menu at a bar.

Why did you choose this brand to represent?

I believe that it is of utmost importance to work with a brand that shares your beliefs and ethics. I best describe Ilegal as a group of like-minded people getting together and presenting a beautiful artisanal product made in Mexico to the international market. I am happy that I can call the people I work with family.

What’s something surprising about the brand that most people don’t know?

One surprising thing that some people may not know is that John Rexer the founder of Ilegal originally smuggled Mezcal all across the border between Mexico and Guatemala. John filled his back bar with Mezcal from Oaxaca by smuggling it in backpacks, duffel bags, and pallets on rafts. John, being a bar owner with a supply problem, took matters into his own hands and brought the most delicious Mezcal that he could find to his bar and was able to curate the flavor profile that he loved and we now call Ilegal. A mouthful of agave with just a hint of smoke.

What’s one of your favorite cocktail recipes?

One of my favorite cocktails is a variation on a boilermaker originally created at Café No Se (the birthplace of Ilegal) called the Musicians Breakfast. This is a shot of your favorite expression of Ilegal and a can of your favorite beer.

I also enjoy a mezcal margarita made with Ilegal - I credit the mezcal margarita as the catalyst for more bartenders experimenting with mezcal in craft cocktails. The roasted flavor of Ilegal adds a delicious layer of complexity to the classic drink.