Brand Tone

Authentic, Proudly Texan, Unpretentious, Friendly & Community-Oriented, Nostalgic, Occasionally Humorous/Witty

Brand Values

• •Heritage & Tradition
• •Authenticity
• •Texas Pride
• •Community
• •Simplicity & Straightforwardness
• •Affordability & Accessibility

Best Practices

• •Embrace Texan Vernacular (Authentically): Incorporate common Texan phrases, slang (e.g., "y'all," "fixin' to"), and a friendly, conversational style where appropriate, but avoid overdoing it to the point of caricature. The language should feel natural and genuine.
• •Focus on Heritage and Storytelling: Weave the brand's long history and its deep connection to Texas into the narrative. Share anecdotes, historical milestones, and customer stories that reinforce its legacy.
• •Keep it Unpretentious and Approachable: Avoid overly sophisticated or complex language. The copy should reflect the beer's straightforward, no-nonsense character. Focus on clear, concise, and relatable messaging.
• •Celebrate Community and Shared Experiences: Use language that fosters a sense of belonging and shared pride. Highlight events, gatherings, and the communal aspect of enjoying a Lone Star with friends and fellow Texans.
• •Be Visually and Tonally Consistent: Ensure that the visual elements (imagery, design) used alongside the copy align with the Texan, authentic, and unpretentious tone. The overall message should be cohesive across all platforms.

Social Perception

Lone Star Beer is widely perceived as an iconic Texan brand, almost synonymous with the state itself for many. It's seen as a classic, reliable, and affordable beer choice, often enjoyed in casual settings. There's a strong sense of loyalty among its consumer base, particularly within Texas. It's often associated with a sense of local pride, tradition, and a no-nonsense attitude. While some may view it as a basic or "cheap" beer, this is often overshadowed by its cultural significance and iconic status in Texas.

Copy Examples

• •Headline: Lone Star Beer: Brewed with Texas Pride Since 1884. Grab a Cold One. Body: Some things just get better with age. Like a well-worn pair of boots, a classic country song, and the crisp, refreshing taste of Lone Star. The National Beer of Texas – it’s in our roots.
• •Social Media Post: Sun's down, tunes are up, and a Lone Star's in hand. That's what we call a perfect Texas evening. What are y'all up to tonight? #LoneStarBeer #TexasNights #RealTexas
• •Product Description: No fancy frills, no fleeting trends. Just good, honest beer. Lone Star is brewed for those who appreciate the simple things: a hard day's work, a good story, and the taste of true Texas. The legend continues.
• •Event Promotion: Come on down to [Event Name] and raise a Lone Star with us! We're celebrating all things Texas with live music, good folks, and plenty of ice-cold beer. Because some traditions are best served cold.
• •Website About Us Snippet: More than just a beer, Lone Star is a Texas tradition. Born and brewed in the heart of the Lone Star State, we’ve been the taste of Texas for generations. It’s straightforward, it’s authentic, it’s Lone Star.