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    • Date: 22.10.25

    Thirst Creates Gold Bar Whiskey’s first-ever RTD, ‘Double Gold,’ in collaboration with Hall of Fame quarterback and 49ers legend Joe Montana


    We partnered with Gold Bar Whiskey to create Double Gold – a new brand and Gold Bar’s first-ever ready-to-drink cocktail. This one let us channel our inner West Coast spirit, reimagining 1980s San Francisco through the lens of Hall of Fame quarterback and 49ers legend Joe Montana – the man who defined a golden era for the City by the Bay.

    Reviving San Francisco’s Golden Spirit

    To mark the 40th anniversary of the 49ers’ historic 1985 championship, Gold Bar set out to celebrate San Francisco’s energy and we wanted to make that visible. We took inspiration from an original 80s poster of Montana and the iconic red-and-gold palette that defined the city’s sporting identity.

    We built Double Gold to feel like a collectible something that carries weight, both physically and emotionally. Every detail was designed to reflect that sense of pride and victory, from the metallic gold typography to the can’s deep, rich glow.


    As our Executive Creative Director Matt Burns puts it:
    “Working on a project tied to a legend like Joe Montana was a real thrill. There’s something about that golden-era energy – the confidence, the shine, the swagger that’s just infectious. Building a world around that feeling was pure fun for us. It let us channel the spirit of San Francisco at its brightest and translate that into design.”

    The design dials up the heft of gold, literally and metaphorically. Every surface is tactile, reflective, and unmistakably premium – a nod to the original Gold Bar bottle and the ambition behind it.

    At its heart sits the gold varsity jacket, the ultimate symbol of the 80s. We used it as a creative anchor, reinterpreting it as a mark of victory and belonging. Even the red-white-red sleeve detail from Montana’s original jacket inspired the coloured band wrapping the top of the can – a small but deliberate nod to 80s Americana.

    Showing off the City’s Shine

    Double Gold is already making an impact across San Francisco, appearing on landmark billboards throughout the Bay Area during the NFL season. It marks a milestone for Gold Bar and for us, a proud moment to help build a new brand that blends design, storytelling, and culture in one.

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