The makers of Shiner Bock have introduced their new IPA series, Shiner Tex Hex IPA, beginning with the launch of the flagship Bruja’s Brew.

This is an IPA brewed with cactus water and Amarillo hops

Bruja’s Brew is the first of three new IPAs planned for launch under the Tex Hex umbrella in 2022.

The new beer delivers a hops-forward aroma and flavor that is a mix of bright, citrusy, resinous and tropical, the company reports, featuring a medley of tangerine, pineapple, citrus and stone fruit.

Shiner also introduced the character of “La Bruja”, an alchemist, prominently featured on Tex Hex cans and packaging. La Bruja is a “dark, mysterious shaman who roams the Texas desert gathering ingredients for her otherworldly creations,” the company explains. “Brewed with fire, magic and sin, her IPAs are only for the worthy, the ones called by the wind.”

Tex Hex Bruja’s Brew IPA (7% ABV) rolls out in limited distribution in Texas and nationally throughout January, with plans for a full-scale launch in the spring. It comes in 6- and 12-pack cans, with additional formats planned for the future.

“Shiner could not be more excited by the launch of Tex Hex IPA. Shiner fans have demanded that we get back in the IPA category, and we believe Tex Hex delivers in a groundbreaking way,” says Matt Pechman, Shiner Beers head of marketing. “With unique Southwestern ingredients like cactus water, and a taste that we know connects with IPA drinkers, we are incredibly proud of this beer. We can’t wait to see what else La Bruja has in store for us in 2022 and beyond.”