Alamo Beer Co. in San Antonio is set to release a new beer inspired by the beloved animated series King of the Hill. The brewery, whose roots date back to the 1990s, will officially launch this highly anticipated Alamo beer on July 26, with availability in H-E-B stores starting July 28. The beer’s trademark process was originally unrelated to the series, but fans have long associated the brewery with the character Hank Hill, who famously enjoys Alamo beer in the show.

Eugene Simor, the founder of Alamo Beer Co., explained that the brewery has an official licensing agreement with Disney, allowing them to use the likeness of the characters and branding from the show. The cans will feature the King of the Hill logo and unique slogans linked to the series.

Simor described the Alamo beer as a straightforward American lager with a flavor profile that includes a slight breadiness and cracker taste. With an alcohol content of 4.4% ABV, the beer aims to be an easy-drinking choice for gatherings. "It’s perfect for watching football, grilling out, or enjoying a day by the water," added Victor Montez, the brewery’s brewmaster.

The launch event will be held at the brewery on July 26, featuring food trucks, music, and the chance to purchase the beer on draft. Attendees can buy six-packs on a first-come, first-served basis, with a limit of one per person. The brewery plans to keep the Alamo beer available year-round.

Following a challenging period, which included filing for Chapter 11 bankruptcy in February, Alamo Beer Co. is on the verge of completing a sale to SJK Capital, a private equity firm. This sale is expected to pave the way for new developments within the company.

With its history intertwined with King of the Hill, Alamo Beer Co. looks forward to capitalizing on this collaboration as the series prepares for its revival, set to premiere on August 4.