McGarrah’s Shiner Wish Comes True

DALLAS McGarrah/Jessee has been awarded the $5 million advertising account of the Spoetzl Brewery, the maker of Shiner beer, the shop said.

The Austin, Texas-based independent shop won the strategy, media and creative account in a three-month review that included incumbent PGC Advertising of Dallas and undisclosed Texas agencies, sources said.

McGarrah/Jessee will handle duties for all of the Shiner product line, including the Shiner Bock label that is distributed in 22 states.

Shop partner Mark McGarrah said the Shiner account is one he and partner Bryan Jessee targeted five years ago. “It’s fun to be ticking things off your wish list that quickly,” McGarrah said. “It’s a great Texas brand and it’s grown beyond Texas. It’s got larger implications than regional and that’s fun”.

Based in Shiner, Texas, the Spoetzl Brewery makes three year-round brews and two seasonal products. In addition to Shiner Bock, Spoetzl produces Shiner Blonde, Shiner Hefeweizen, Shiner Summer Stock and Shiner Winter Ale.

The client spent less than $1 million on media last year, according to TNS Media Intelligence/CMR.