Texas-based Shiner Beer released “Tall ‘Tails” this week, a variety 12-pack of cocktail-inspired hard seltzers.
The pack features four flavors inspired by Texas cocktails: Ruby Red Paloma, Watermelon Margarita, Texas Mule and Mexican Martini. Each 12 oz. slim can of the sugar-based seltzers are 4.5% ABV, 100 calories with 1g of sugar and 3g of carbs. The labels feature a “tall tale” about the drink’s origins, from the ghost Margarita, to the “mysterious Watermelon Maid” who roams the streets at night.
“Legend has it, Shiner’s brewers camped out to find her, and when they did, she offered an ancient Watermelon Margarita recipe,” Shiner said in a press release. “Of course, the Shiner brewers would never tell a tale … would they?”
“With the launch of Tall ‘Tails, Shiner is sharing the lore of Texan culture far and wide,” Matt Pechman, head of marketing for Shiner-maker Spoetzl Brewing, said in the release. “These unique cocktail-inspired cans are best when enjoyed in the company of good friends while telling (or creating) tall tales of your own.”
While several breweries have launched cocktail-inspired hard seltzers in the past year, Shiner did not go into the development of its next flavor line with the intention of creating their own version, Jimmy Mauric, head brewer, told Brewbound in an email.
“When we set out, our plan was to find Texas-inspired flavors that reflected our home state,” Mauric said. “We didn’t specifically plan on cocktails, but as we got further along, these stood out as flavors that were both familiar yet also had a unique spin that was very appealing and connected to our Texas roots.”
Shiner launched its first line of hard seltzers in August, 2020, under a new brand family: “Straight Shooter.” This year it added a lemonade hard seltzer line to the brand, and next week it will launch a limited edition Juicy Dill Pickle flavor, in honor of National Pickle Day on November 14. Hard seltzer makes up less than 5% of Shiner’s sales, according to a Shiner spokesperson.