Nostalgia For The Joe Montana Era
Thirst has partnered with Gold Bar Whiskey to create Double Gold – the company’s first ready-to-drink cocktail. The design reimagines 1980s San Francisco through the lens of Hall of Fame quarterback and 49ers legend Joe Montana.
To commemorate the 40th anniversary of the 49ers’ historic 1985 championship, Thirst took cues from an original 80s poster of Montana, pairing it with striking red-and-gold visual world. The result: an RTD brand that it hopes will feel like a collectible.
“Double Gold captures a feeling – not just a flavor,” says Matt Burns, Founder & Executive Creative Director at Thirst. “It’s a design that glows with optimism. A love letter to the golden era of San Francisco, told through modern craft.”
The design for the new brand dials up the heft of gold – literally and metaphorically — from metallic typography to golden grounds. At its heart sits the gold varsity jacket – the defining visual cue from Montana’s era, reinterpreted by Thirst as a symbol of victory and belonging. Even the red-white-red sleeve detail from that original jacket became a design reference: it inspired the band of color that wraps around the top of the can, a subtle nod that connect the pack directly to its 80s sporting roots.
