Lone Star Beer is Celebrating Texas History with Millions of 'Come and Take It' Cans
Cheers to the Lone Star State!
Cheers, y’all! This year, Lone Star Beer is honoring Texas history like only “The National Beer of Texas” can. With the release of special packaging and cans in all Texas markets, the beer’s new “Come and Take It” design celebrates Texas Independence Day, March 2, with a salute to a story Texans know well.
For those unfamiliar with Texas lore, the slogan “Come and Take It” refers to the motto adopted by Texian settlers (later known as Texans) at the Battle of Gonzales, considered to be the first battle of the Texas Revolution, on October 2, 1835.
The story begins in 1831, when Texas was still a Mexican territory. Mexican authorities gave the settlers at Gonzales a small cannon to protect themselves against Comanche raids. But the relationship between the settlers and Mexico didn’t stay peachy for long, and a full-fledged revolt had taken hold by 1835. As the unrest spread, Colonel Domingo de Ugartechea, the commander of the Mexican Army in Texas, requested the cannon’s return. The settlers refused, and Ugartechea sent 100 men to retrieve it.
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As the battle over the cannon drew near, two Gonzales women made a flag featuring an image of a cannon and the words “Come and Take It.” The flag accompanied the settlers when they attacked the Mexican camp early in the morning of October 2, and after only a few hours of fighting, the Mexican soldiers withdrew.
“Lone Star Beer is ‘The National Beer of Texas’ and we are always true to our roots,” Elkin Vasco, Lone Star Beer Brand Manager, said in a release. “Whether we’re participating in local events, welcoming out-of-towners or helping out our neighbors, everything we do shows our pride in being a true Texas beer. We can’t think of a better way to continue this tradition than by celebrating Texas Independence Day with the iconic ‘Come and Take it’ slogan on our cans.”
Through the end of March, Lone Star is producing more than 10 million “Come and Take It” cans in 12-ounce, 16-ounce and 24-ounce formats. Get ‘em while they’re hot—er, cold!