Brand of the Day: Pearl xXx Beer

As the story goes, ‘X’s were a medieval Yelp review system for traveling royals. Courts in Europe would dispatch a statesman of suds to sample beer along a planned travel route, and he would mark one ‘X’ on the sign of an establishment with average beer, two for a better brew, and three for an essential stop.

… And that’s why the San Antonio Brewing Association used its “xXx” branding when it bought the City Brewery in the late 19th century—and why its signature Pearl Beer, originally concocted in Germany, adopted the mark as well.

Production began on Pearl xXx in 1886 in San Antonio. The company managed to survive prohibition, and continued to produce Pearl xXx on-site at its historic brewery until 2001.

As of today, Pearl xXx is back and relaunching with a fresh look, thanks to Austin-based agency Guerilla Suit, which infused the brand with equal parts nostalgia and forward-thinking design.

As the brewery writes, “The design is inspired by the original characteristics of the brand, including its iconic clamshell shape and script, and updated with a new timeless look. Guerilla Suit reverted back to Pearl xXx Beer’s rich, storied heritage to refine and polish what makes the beer a gem among traditional-style lagers. Packaged in a new bottle, Pearl xXx Beer’s updated design repositions the beer as a modern classic that Texans can both identify with and (re)adopt as their own.”

To celebrate the relaunch, Pearl has also partnered with local artisans Richter Goods and Jung Provisions on a line of related wares.

The new brew will be available starting in June.