Pearl xXx Announces Relaunch of Texas Brew
May 13, 2020 - San Antonio
X marks the spot. On May 12, Pearl Beer announced a relaunch and new brand design. Photo: Joe Mondo Cuz.
By B. Kay Richter - Staff Writer, San Antonio Sentinel
After 134 years in the industry, the iconic Pearl Beer is making a comeback.
Like the beverage itself, the brand's rebirth is rooted in much of San Antonio's history, this includes becoming a female-owned brewery in 1914 after the death of Emma Koehler's husband.
WHAT YOU NEED TO KNOW:
- Iconoic Pearl beer returning after 134 years in the industry
- Pearl Beer began production in 1886
- Austin Based Company, Guerilla Suit, redesigned bottle
- SA Based Company, Richter Goods, announces Pearl-inspired clothing line
- Pearl is available for purchase today at locations around SA
"This relaunch of Pearl Beer is all about paying homage to Pearl’s deep roots while embracing the San Antonio of today,” said Pearl Brand Manager Daniel Crawford. “The rich and storied heritage that consumers have come to know and love for decades is the foundation of the brand. It’s an honor and privilege to build upon that foundation with a renewed look and taste that reflects the continuous evolution of the city of San Antonio, and Texas as a whole."
The lager’s Pearl xXx name is an homage to the pre-prohibition signature of their craftsmanship. The brewing company was established in 1883 and officially began production in 1886, which many locals agree makes the product a timeless icon throughout the Lone Star State.
The evolution of the beverage also includes the overall design of the product.
Austin-based agency Guerilla Suit went back to Pearl xXx Beer's heritage to polish the traditional-style lager. Though the reboot includes a new bottle, the updated design still pays homage to the classic look that the designers hope Texas beer drinkers will enjoy.
Pearl xXx was not the only creation stemming from the past. Local artisans crafted a clothing line and even a candle inspired by the history of the beverage. Photo: Joe Mondo Cruz.
Richter Goods, a local artisan outfit, also created a line of modern clothing inspired by brewer's workwear of the late nineteenth century.
“The collection joins heritage with modernity to recapture the glory of a 134-year-old brand," said Mario Guajardo, owner of Richter Goods. "The wearables feature chain-stitched embellishments produced on a 1927 Singer sewing machine by local brand Lunchroom Anxiety. The function of each wearable reflects historical archives and breathes tradition into our lives.”
Nothing adds the perfect touch like a little celebratory mood lighting. Jung Provisions partnered with the brewery to create a limited-edition candle for the occasion.
The Texas beer will be brewed at a craft facility in the Texas Hill Country and includes ingredients like Czech Pilsen malt, caramel malt and a touch of wheat and citrus to offer a distinct flavor.
When the beer becomes available this summer, it will be available at select retailers throughout Texas.
B.Kay Richter is a San Antonio-based writer and photographer. Email her at bkay@sasentinel.com.