Act of Treason

Raised down under.

Act of Treason is Australia’s first Tequila Agave Spirit. Supported by the Australian Agriculture Board, 600,000 Blue Webber Agave pups were uprooted from Mexico and replanted on the doorstep of the Great Barrier Reef. A mirror image of Mexican growing conditions but with an unmistakably Aussie approach, the purpose-built farm and distillery has a crystal clear ethos: focus on progress and innovation, without the burden of tradition and rules. It’s now home to new generation plants, abundant wildlife and a pioneering approach to farming and caring for their land, waterways and Coral Sea. 

Starting from scratch, this industry outsider needed to hold its own in a well established and rigorously controlled international arena. There was no point shying away from the story of how the plants came to be in Australia.

So going full-force with its rebellious spirit; we recreated the triumphant lifting of the plant for its core identity, with a hand crafted linocut to echo the rough terrain. Supported by an impactful brand world and layers of detail, the name says it all, and the no-nonsense tone-of-voice shows this brand means business.

Just 4 months since launch, Act of Treason completed a clean sweep of Gold medals at the 3 most prestigious international spirits competitions and was named the World’s Best Speciality Spirit.