“Texxas” is sometimes seen as a spelling for “Texas.” From 1978-1988, the Texxas World Music Festival (also called Texxas Jam) was an annual summer rock concert.
   
The beer Dos Equis (meaning “XX,” originally celebrating the arrival of the 20th century) is made in Mexico but is very popular in Texas. The Dos Equis “TeXXas” neon signs can be found in many bars across the state.
 
     
Wikipedia: Texxas Jam
The Texxas Jam was the informal nickname of an annual summer arena rock concert called the Texxas World Music Festival (1978-1988). It was held at the Cotton Bowl in Dallas, Texas and in Houston, Texas at either the Astrodome or Rice Stadium on the campus of Rice University.
   
Wikipedia: Dos Equis
Cuauhtémoc Moctezuma Brewery (Cervecería Cuauhtémoc Moctezuma) is a major Mexican brewery based in Monterrey, Nuevo León, founded in 1890. It is a subsidiary of FEMSA, the largest beverage company in Mexico.
 
The company operates brewing plants in Monterrey, Tecate, Navojoa, Guadalajara, Toluca, Orizaba and in 2010 one in Chihuahua, producing the Dos Equis, Sol, Bohemia, Superior, Carta Blanca, Nochebuena and Tecate brands among others. It has an annual production of 660 million liters (175 million gallons).
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Dos Equis
Dos Equis is a Mexican beer that was originally brewed by the German brewer Wilhelm Hasse in 1897. The brand was named “Siglo XX” (“20th century”) to commemorate the arrival of the new century, and the bottles were marked with the Roman numerals “XX”, or “Dos Equis” (two Xs).
 
The main brand Dos Equis XX Special Lager is a 4.45% abv pale lager sold in green bottles. Dos Equis XX Amber is a 4.7% Vienna-style amber lager sold in brown bottles, and was first exported to the United States in 1973.
 
In 2007, Dos Equis inaugurated its “most interesting man in the world” advertising campaign. The television advertisements feature a bearded, debonair, Argentinian or Mexican gentlemen in his 50s or 60s. In the television advertisements, while vaguely Spanish music plays in the background, a montage of daring exploits involving “the most interesting man” when he was younger are displayed. While the precise settings are never revealed, at various points in various commercials, he frees an angry bear from a painful-looking bear trap; shoots amazing pool before an Indian audience; catches a marlin while cavorting in a Hemingway-esque scene with a beautiful, perhaps Cuban, young woman; wins an arm-wrestling match in a South American setting (“He’s a lover, not a fighter, but he’s also a fighter, so don’t get any ideas”); surfs the killer wave; and bench presses two East Asian young women in a casino setting, each woman being seated in a chair. At the end of the advertisement, the interesting man says, “While I don’t always drink beer, when I do, I prefer Dos Equis”.
 
Neon Beer Signs
Dos Equis TeXXas Neon Sign  
 
blog au poivre
Thursday night at the Bat Cave: Central Hockey League action with the Austin Ice Bats
February 27, 2008
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Upstairs featured a bar and some “skybox” seating, all facing the goal on which the Bats shoot twice. The ubiqituous neon Dos Equis TeXXas beer sign cast an inviting glow above the bar.
 
(Trademark)
Word Mark TEXXAS WORLD MUSIC FESTIVAL
Goods and Services (CANCELLED) IC 041. US 107. G & S: Educational and Entertainment Services-Namely, the Presentation of an Annual, Live Music Festival Featuring Entertainment by Musical Performers and Musical Performing Groups, and Displays and Exhibits of Records, Stereo Players and Other Musical Equipment. FIRST USE: 19780301. FIRST USE IN COMMERCE: 19780630
Mark Drawing Code (3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Design Search Code 02.11.07 - Arms; Fingers; Hands; Human hands, fingers, arms
22.03.24 - Bells, hand; Hand bells; Single bells
26.03.02 - Ovals, plain single line; Plain single line ovals
26.03.12 - Ovals with bars, bands and lines
26.03.13 - Ovals, exactly two (not concentric); Two ovals
26.03.16 - Ovals touching or intersecting
26.03.28 - Miscellaneous designs with overall oval shape, including amoeba-like shapes and irregular ovals; Oval shape (miscellaneous overall shape)
26.11.25 - Rectangles with one or more curved sides
Serial Number 73230974
Filing Date September 12, 1979
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition April 12, 1983
Registration Number 1244810
Registration Date July 5, 1983
Owner (REGISTRANT) Texxas World Music Festival PARTNERSHIP 1124 Lovett Houston TEXAS 77006
Attorney of Record E. Fulton Brylawski
Disclaimer No claim is made to the exclusive right to use the words “Texxas Music Festival” and the design of the map of Texas, apart from the mark as shown.
Description of Mark The lining and/or stippling is a feature of the mark and does not indicate color.
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Cancellation Date November 8, 1989