Sigel’s Name to Disappear from Storefronts After Over a Century
After more than a century, the Sigel’s name is set to disappear from storefronts — though one of its historic signs won’t go dark. The seller of wine, beer and spirits is undergoing the change after it was acquired more than half a decade ago by Austin’s Twin Liquors, Sandra Spalding, director of marketing, said. The name stuck around under the new ownership, but the company is now unifying its branding and marketing for all its stores.
Background and History
Twin Liquors has over a half-dozen stores in North Texas with some already having the Austin company’s name — and some slated for the signage swap-out. The company also is adding another retail spot in Burleson. Sigel’s was founded in 1905 and has been a staple in the Dallas-Fort Worth area for over 100 years.
The Iconic Neon Sign
While the shift will mark the end of an era around Dallas-Fort Worth, the Sigel’s memorable neon sign will stand tall at the Greenville locale. That display is a signature throwback with colorful, fanciful lights, a quirky font and bubbly circles amid the many shapes, including a sort of cosmic-inspired top. At night, the nostalgic piece lights up, putting all those whimsical hues on bright display.
The Sigel’s neon sign illuminates the marketplace parking lot at Greenville Avenue on Friday, Nov. 7, 2025, in Dallas.
Christine Vo / Staff Photographer
Reasons for Keeping the Sign
The sign itself sits atop a pole and will remain there in the parking lot near 75 and Southwestern Boulevard. The signage on the building itself will change to Twin Liquors. Why keep it up? “It’s a historic sign,” Spalding said. “It’s fun.”
Twin Liquors’ Expansion and Investment
Twin Liquors is putting more resources into the North Texas area and its retail spots, along with its wholesale business. It made a big move in the market in 2018 with the acquisition of Sigel’s after it had filed for bankruptcy amid more competition and more cities allowing beer and wine sales.
“Dallas is dynamic, entrepreneurial, and forward-thinking — but it’s also rooted in heritage — and that alignment fits who we are at our core,” said David Jabour and Margaret Jabour, siblings and third-generation co-owners of Twin Liquors, in a statement. “We look forward to continuing to invest in the D-FW metroplex, elevate the wine and spirits experience, and grow with the community — the foundational way that has carried Twin Liquors for nearly nine decades.”
Impact on Employees and Customers
Spalding noted that the company has employees who stayed on after the ownership transition. Yet there can be some confusion for customers as Twin Liquors’ updated branding can be seen in more and more ways. “If you walked into a Sigel’s store right now, you would see Twin Liquor employee shirts, you would see Twin Liquor signage and all that kind of stuff,” Spalding said. “So it just kind of started to make sense, you know, from a business perspective.”
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