The Creators of the Best Mezcal Brand on the Market
By Virginia Villari
During my extensive travels around Mexico I had the chance to meet two wonderful women based in Oaxaca. There, they craft a mezcal brand infused with a magical, distinctive taste.
Elliot Coon and Adrinadrina, aka GEM&BOLT, are the creators and founders of the homonymous brand, which is truly the best mezcal I’ve ever tasted.
What sets this product apart from the many other mezcal brands made in Oaxaca is a particular ingredient: the aphrodisiac herb named Damiana, which naturally grows in the Mexican region.
The result is a super smooth taste, with a peculiar, smoky flavor. And, most importantly, this alchemic combo produces an amazing upper and euphoric effect.
gem&bolt creators Adrinadrina and Elliot Coon
GEM&BOLT is not just a mezcal brand: it’s a lifestyle, a philosophy, and an art form.
Another major factor that makes this product truly unique is its branding.
An entire collection of original creations, installations, art objects, and spiritual ceremonies make this liquor an incredibly precious elixir.
The duo of creative entrepreneurs chose a simple and genius way to brand all of the arts&crafts made to present the product: logo stencils.
When Art Meets Distilled Spirit
Adrina and Elliot were born in Virginia (USA) and have been friends since they were kids.
They were both raised by bohemian parents and grew up in a creative environment.
From friends to partners in crime, Adrina and Elliot began making art together as a duo called gem&bolt (read on for more juicy details ;))
This strong artistic background is the backbone of the GEM&BOLT brand, its production and marketing.
A lovely array of differently shaped and sized bottles is always accompanied by ceremonial altars and DIY installations, informed by G&B’s signature minimalistic, raw and bohemian aesthetics.
Customers can taste this delicious potion while surrounded by an artsy, magic and spiritual atmosphere.
example of gem&bolt mezcal altar presentation
Art and Plants Heal
GEM&BOLT’s philosophy can be summed up with the idea that “Art and Plants Heal.”
Indeed, it’s this artistic and animistic approach to life – the belief in the power of universal spirits and of plant-based, ancient medicine – that provides healing qualities to G&B mezcal.
Manifest with Precision
This is a recurrent concept in GEM&BOLT’s narrative: it’s the idea that your wishes and goals will manifest in real life if you work towards them with precise intention. And, of course, with a joyous and celebratory attitude towards life.
GEM&BOLT mezcal is the living proof that this idea, rooted in ancient civilizations such as the Mayas, it’s true.
GEM&BOLT Marketing Avant-garde
Marketing-wise G&B is absolutely avant-garde. Alchemic symbols, herbal potions, art installations, ritualistic altars, tasting ceremonies, stencil art as guerrilla branding strategy.
At this point is fair to say that Adrina and Elliot don’t just produce mezcal.
Rather, they created an whole idiosyncratic aesthetic and lifestyle around and through mezcal.
Their signature style is immediately recognizable in their mezcal products, altar installations and events, such as the exclusive Day of the Death party they organize every year in Oaxaca.
The Perfect Brand for Contemporary Nomads
The Nomads of today seek for experiences. From traveling to products, digital nomads look for the experiential factor.
GEM&BOLT is the quintessence of an experiential product. You’re not simply drinking a liquor here.
You are tasting a spirit infused with a magic herb, surrounded by bohemian installations with a bootlegging feel, drinking from bottles branded with esoteric symbols, presented on ritualistic altars. And usually you’ll find those at techno parties in major destinations, like Tulum, Ibiza, Miami and New York, or in exclusive hotels and bars around the world.
When GEM&BOLT is present you know you’re going to have a great, unconventional experience…and you’ll want more and more of it!
Experience aside, G&B mezcal is truly exquisite.
Bottles come in various sizes and shapes. My favorite is definitely the mini bottle because you can fit in your pocket or purse, perfect for parties and nights out.
As I said, the “mezcal mamas” – as they call themselves – love electronic music parties and festivals, like Burning Man, and turn them into platforms to promote the brand to their target audience of contemporary nomads.
The GEM&BOLT Lifestyle
GEM&BOLT fosters a lifestyle that is nomadic, adventurous, anti-conformist, creative, spiritual, multi-cultural and DIY in the spirit of bootlegging.
Through the brand, Adrina and Elliot manifest and show the magical quality of our reality through a perpetual celebration of the beauty that lies within every thing.
G&B Story and Mission
Raised together in the mountains of Virginia, Adrina’s and Elliot’s parents were best friends and outlaws together.
As adults, Elliot and Adrina became an artist duo who used to throw large-scale art shows where they made modern day altars and installations.
The two decided to leave the art world and pursue a commercial project that would incorporate all the things they cared about and found themselves as artists, also becoming art patrons to other artists.
GEM&BOLT was absolutely intentional and focused – even through the chaos of creation. The brand is full of the intention to help people celebrate and connect deeply, to amuse, to share plant spirit, to share art and support artists, and to bring plant knowledge to the people.
Last, but definitely not least, they worked towards the implementation of a new business model: money as the energy (not the goal) that fuels creativity. If artists can learn to approach creativity and funding from new angles the paradigm could shifts drastically.
You can find G&B in:
New York, Los Angeles and Austin (USA)
In Europe: Amsterdam, Ibiza, London and Berlin and at Scorpios in Mykonos (Greece)
As of April 15 you’ll be able to buy gem&bolt anywhere worldwide on www.oldtowntequila.com and you can order cases of 60 minis, flasks and 750ml bottles!