Shiner, Pete’s to PGC; Promo Net Stocks Up
DALLAS–The Gambrinus Co. of San Antonio moved advertising for its Shiner and Pete’s Brewing Co. brands to PGC Advertising here last week and shifted all of its sales promotional chores to The Promotion Network in Dallas.
Shiner’s $1-2 million advertising account was handled by Fogarty Klein & Partners of Houston until last month [Adweek, July 27].
Advertising for Pete’s, recently acquired by Gambrinus, had been at Black Rocket in San Francisco. The agency and client mutually agreed to part, according to Gambrinus.
“We decided to part ways primarily because of Gambrinus’ uncertainty about the level of media support for Pete’s after [this fall],” said Black Rocket partner John Yost. “They have lots of grass-roots things to do with Pete’s, such as collateral and design. It didn’t make sense for us [to continue], and we didn’t want to be kept out of the mainstream beer business.” 1997 ad expenditures for Pete’s were less than $1 million, per Competitive Media Reporting.
Gambrinus also shifted sales promotional activities for all of its brands–Shiner, Pete’s, Corona and Moosehead–to The Promotion Network. PGC continues to handle Moosehead advertising.
Client officials said the moves were made “for better continuity and efficiency of communications.”
The Richards Group here and Montemayor y Asociados, San Antonio, retain general market and Hispanic ad chores, respectively, for Corona brands and other beers imported by Gambrinus from Mexico’s Modelo Brewery. Shiner’s public relations remains at Fogarty Klein.