SHINER TEXAS LEGEND
A Legend is Born
Packaging Design, Portfolio Architecture
The Challenge
As one of Texas’s most iconic beer brands, Shiner already held a special place in the hearts of Texans. But its first-ever bourbon needed to do more than trade on the beer’s legacy. It had to introduce Shiner Spirits to the world with confidence, a bourbon that could stand tall as a Texas legend in its own right.
The challenge was to create a launch that captured Shiner’s heritage, spirit, and authenticity while signalling a bold new chapter for the brand.
The Opportunity
To create a bourbon that felt unmistakably Shiner, proud, straight-talking, and Made the Texas Way. This was the moment to turn heritage into legend, crafting a product that honoured Texas roots while defining a new future for Shiner Spirits.
Texas Legend was not just a name, it was a promise to embody the craftsmanship, grit, and character that make Shiner who it is.
Forged in Texas
We took Shiner’s iconic ram and gave it a darker side for spirits. The ram’s skull became a symbol of strength and endurance, capturing the grit of Texas and the boldness of Shiner’s next chapter. This first release needed to feel like something special and collectable, a truly legendary bottling.
Made to be Remembered
Aligning with the wider spirits portfolio, we elevated every detail to feel more premium. The custom bottle features a campanulate neck that mirrors the label shape, proudly calling out Shiner Spirits with the distinctive Shiner “S.” A metallic copper label, oak-framed box with leather detailing, and a Texas tapestry lining complete the experience — a design made to be held, kept, and celebrated.
