Draft:Kaylan Rexer

Kaylan Rexer is an American marketing executive who serves as the chief marketing officer (CMO) of Ilegal Mezcal.[1][2]

Early life and education

Rexer was raised in suburban New York in a politically active family that operated an organic farm.[3] At age 16, she traveled to Antigua, Guatemala, to visit her uncle, John Rexer, the founder of the bar Café No Sé, where Ilegal Mezcal originated.[3][4] During the trip, she performed live music. Rexer attended local schools in New York City and subsequently began working in New York City's creative industry.[3]

Career

Rexer's early career was at a New York City-based editing and production house which did the visual design for Roger Waters of Pink Floyd when he relaunched The Wall concert tour.[5] In 2010, as her uncle prepared to launch Ilegal Mezcal in the United States as a commercial brand, Rexer joined the company. She relocated to a New York City loft that served as Ilegal's initial office and creative space, where she assisted in building the brand identity.[5]

Rexer was later promoted to lead Ilegal's marketing team, and became the chief marketing officer. In this role, she developed Ilegal Mezcal as a lifestyle brand through experiential marketing, including the Ilegal Music Series and art gallery pop-ups.[6]

In 2015, Rexer led the Ilegal's response to comments made by then-U.S. presidential candidate Donald Trump regarding Mexican immigrants.[7] The campaign used the slogan "Donald Eres Un Pendejo" on posters and building projections in New York City.[6] The campaign went viral in the United States and Mexico and received a Gold Honor Shorty Award for Brand Identity the campaign.[6][8][9] Under her leadership, Ilegal Mezcal integrated social causes into its brand. The company organized a three-part benefit concert series that raised funds for Planned Parenthood and additional funds for a youth music school in Oaxaca.[6] In 2023 Kaylan was part of the executive team that led the brand through its acquisition by Bacardi. Rexer's work has been profiled for its focus on experiential and culture-led marketing in the beverage industry. Publications describe how she built Ilegal through music events, art programming, and community-driven activations rather than traditional advertising. In interviews and podcast appearances, she has discussed balancing artisanal production with global distribution and the dynamics of working with large multinational spirits companies while preserving a small-brand identity.[10]

In addition to her role at Ilegal Mezcal, Rexer co-founded Cómo No, a canned sparkling water brand, and 11C & Company, a boutique firm that develops and markets craft spirits and other beverages.[11]

Awards

  • 100 Women We Love Class of 2021 Go Magazine[12]
  • 2023 Beverage Information Group 40 Under 40[13]
  • 2023 + 2025 Ragan & PR Daily Top Woman in Marketing[14][15]

References

  1. ^ "Posture Magazine champions underrepresented creators and entrepreneurs".
  2. ^ Harris, Shayna. "These Mezcaleras Have Survived Multiple Crises. Can They Survive The Entrance Of Big Alcohol?".
  3. ^ a b c "Meet Kaylan Rexer — passerby". passerby magazine. September 6, 2017.
  4. ^ "How Tequila Replaced Cosmos as the Celebrity Quaff of Choice (Published 2018)". March 7, 2018.
  5. ^ a b Lichtenstein, Isabelle (June 26, 2021). "Kaylan Rexer - GO Magazine".
  6. ^ a b c d Wolinski, Cat (November 9, 2018). "10 Things You Should Know About Ilegal Mezcal". VinePair.
  7. ^ "Ilegal Mezcal Brand Director Kaylan Rexer Says This Unexpected Ingredient Should Be Your Secret Cooking Weapon". Bustle. August 17, 2018.
  8. ^ Alic, Nada (September 20, 2018). "Ilegal Mezcal's Kaylan Rexer is Changing the Drinking Game".
  9. ^ "Donald Eres Un Pendejo - The Shorty Awards". shortyawards.com.
  10. ^ "Barcardi is said near Ilegal Mezcal Deal". Bloomberg.
  11. ^ "Executive Team". 11C & Company.
  12. ^ "100 Women We Love: Class of 2021 - GO Magazine".
  13. ^ "40 Under 40 Supplement 2024 | Page 4". Joomag.
  14. ^ Staff, Ragan (October 26, 2023). "PR Daily honors the 2023 Top Women in Marketing in New York: list of honorees".
  15. ^ Minnick, Jon (July 30, 2025). "Ragan announces the Top Women in Marketing Class of 2025 honorees".
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