Statesman > XL Blogs > Archives > 2005 > May > 12 > Entry
Lone Star goes retro
I was at Harry’s on the Loop in Willow City a month or so ago (see the Travel section on the Hill Country in the American-Statesman this Sunday for my take on this classic barbecue joint) when the waitress set a beer bottle in front of me that just about made my eyes bug out.
At first glance, it was like I was back in the ’70s.
Turns out, Lone Star Beer is celebrating their 65th anniversary by releasing longnecks and tallboy cans (I haven’t seen any of the regular-size cans) in a slightly modified 1970s-era design. Why they’re celebrating 65 years with a design from 30 years ago is beyond me, but they probably drink a lot in the marketing department.
I’m a small-time collector of Lone Star memorabilia (I think they call it “breweriana,” but I can’t come close to trying to pronounce that) and I had to rush out and buy a six-pack of the longnecks. (Hey, some folks collect stamps and teaspoons — and you can’t even get a good buzz off those).
They’re beautiful. Sadly, I can’t find any photos of them on the Web, but the new retro look is a vast improvement over the flat-out ugly current design, which I think is the ugliest in Lone Star history.
The familiar Lone Star shield is prominently displayed, along with the text “Celebrating 65 Years of Pure Texan Beer.” The bottle caps are fantastic and the six-pack carrier has revived the old slogan “Long Live Longnecks.” Even the cans are adorned with the old-style snowflake sparklies.
Did I say it was like the 1970s? Sadly, nowhere on the cans does it say “Brewed with Pure Artesian Water.” Lone Star just hasn’t been the same since the San Antonio brewery closed down. The new cans and bottles still say they’re brewed in Fort Worth.
Lone Star, you can still look cool. But you won’t have all of my heart (and beer funds) until you go home again.
Permalink | Comments (2) | Categories: By Dave Thomas
Comments
By dave
May 28, 2005 02:33 AM | Link to this
is it legal for me to buy lone star beer and have it shipped to me in Maine? they can do it with wine now why not beer????
thanks dave
By Dave Thomas
May 28, 2005 04:10 PM | Link to this
I'm not sure about shipping beer to Maine or anywhere for that matter. But if it's legal with wine, then it sure oughta be legal with beer.
Maybe I should investigate....
Dave T