“National Beer of Texas” & “It’s a Texas Thing” (Lone Star Beer)

Lone Star Beer began when prohibition ended. Lone Star has used the slogans “National Beer of Texas” since 1984 and “It’s a Texas Thing” since 2000. “It’s a Texas Thing” had been in use in the 1990s, before the advertising campaign, however.
   
See also the National Drink of Texas (Dr. Pepper) and the National Magazine of Texas (Texas Monthly). 
 
 
Lone Star Beer website
1933 End of Prohibition. Lone Star Brewery constructed on Mission Road, produced beer under “Sabinas” brand name, and later renamed “Champion” beer.
1940 New formula developed. Lone Star goes to market.
1957 “Certified Premium Quality” theme and a new label were adopted.
1959 By the end of this decade, Lone Star had gained the reputation as the World’s Most Beautiful Brewery.
1999 Pabst Brewing Company announces it is buying Lone Star.
1999 Lone Star Beer dives into the Texas Music scene, featuring local Texas artists and musicians. With the advent of these musicians, Lone Star successfully launches their “It’s a Texas Thing” campaign.
2005 Lone Star celebrates 65 years as the National Beer of Texas, featuring the iconic shield logo on retro designed commemorative packaging.
   
Wikipedia
Lone Star is the brand name of a beer once produced in San Antonio, Texas and marketed as “The National Beer of Texas.”

History
The original Lone Star Bottling Works opened in San Antonio in the 1890s and by 1903 was selling 65,000 barrels of beer annually. With the end of Prohibition in 1933, a new Lone Star brewery was built under new owners. The plant first produced beer under the Sabinas brand name and then the name Champion beer. In 1940, the name Lone Star was first used to market a beer from the brewery. The brewery also produced Lone Star Light.

The company went public on September 2, 1949. In 1999, the company was purchased by the Pabst Brewing Company. Also in 1999, the company began to sponsor Texas singers and musicians, such as “Two Tons of Steel,” with the beer’s “It’s a Texas Thing” advertising campaign. 

(Trademark)
Word Mark THE NATIONAL BEER OF TEXAS
Goods and Services IC 032. US 048. G & S: BEER. FIRST USE: 19840412. FIRST USE IN COMMERCE: 19840424
Mark Drawing Code (1) TYPED DRAWING
Design Search Code
Serial Number 73482341
Filing Date May 29, 1984
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition May 7, 1985
Registration Number 1349864
Registration Date July 16, 1985
Owner (REGISTRANT) LONE STAR BREWING COMPANY, INC. CORPORATION WISCONSIN P. O. BOX 4599 100 HARBORVIEW PLAZA LA CROSSE WISCONSIN 54601
(LAST LISTED OWNER) Pabst Brewing Company CORPORATION DELAWARE 100 Shoreline HIghway Building B, Suite 395 Mill Valley CALIFORNIA 94941
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record William B. Nash
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “BEER OF TEXAS” APART FROM THE MARK AS SHOWN
Type of Mark TRADEMARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20051212.
Renewal 1ST RENEWAL 20051212
Live/Dead Indicator LIVE
 
(Trademark)
Word Mark IT’S A TEXAS THING.
Goods and Services IC 032. US 045 046 048. G & S: Beer. FIRST USE: 20000630. FIRST USE IN COMMERCE: 20000630
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Design Search Code
Serial Number 78400070
Filing Date April 12, 2004
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition January 18, 2005
Registration Number 2940155
Registration Date April 12, 2005
Owner (REGISTRANT) Pabst Brewing Company CORPORATION DELAWARE P.O. Box 1661 San Antonio TEXAS 78296
Attorney of Record William B Nash
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE