Design agency Thirst has worked with Gold Bar Whiskey to create Double Gold – a new ready-to-drink cocktail.
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The design reimagines 1980s San Francisco through the lens of Hall of Fame quarterback and 49ers legend Joe Montana.
Inspired by Montana’s heroic presence and the original Gold Bar bottle – new expression turns nostalgia into iconography.
To commemorate the 40th anniversary of the 49ers’ historic 1985 championship, Gold Bar Whiskey and Thirst set out to create a design that captures the essence of San Francisco’s golden age.
Working closely with Gold Bar founder Elliot Gillespie, Thirst took cues from an original 80s poster of Montana, pairing it with a striking red-and-gold visual world.
The design dials up the heft of gold – literally and metaphorically. From metallic typography to rich golden grounds, every element is built to feel solid, tactile, and valuable – a visual metaphor for the golden standard Gold Bar is setting in whiskey RTDs.
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 colour that wraps around the top of the can, a subtle nod that connects the pack directly to its 80s sporting roots.
Elliott Gillespie, founder, Gold Bar Whiskey, said: “Working with Thirst has been an incredible creative partnership. They understood our vision instantly and pushed it further than we imagined. The team brought real craft, energy, and boldness to Double Gold – capturing the spirit of our brand and this iconic story in a way that feels both premium and powerful. We couldn’t be happier with how the design brings our story to life.”
Matt Burns, founder & executive creative director, Thirst, added: “The result: a new RTD brand that feels like a collectible, radiating weight, victory, and nostalgia.
“Double Gold captures a feeling – not just a flavour. It’s a design that glows with optimism. A love letter to the golden era of San Francisco, told through modern craft.”