The Holiday Cheer packaging takes cues from the old town of Shiner, with simple design and colors reminiscent of a classic holiday. We designed the cases and six-packs to look like presents, so the beer could be given as a gift.
Shiner Holiday Cheer is a winter seasonal brew, so we gave it a Christmassy look. That extended beyond packaging to include bar coasters that double as ornaments.
— McGarrah Jessee