DALLAS McGarrah/Jessee has created a new series of print ads for Shiner Beer that features faces of employees and historical trivia designed to cement the iconic brand's place in Texas brewing lore.
Shiner, the oldest and best-selling specialty brew in Texas, comes from the Spoetzl Brewery built in 1909 by Bavarian immigrants who founded the town years earlier, according to the agency.
The campaign breaks this week with an ad featuring a photo of John Hybner, Spoetzl brewmaster for 33 years. Accompanying text reads, "Shiner's first hospital was above a bar."
"We loved the idea of using the brewery employees to enhance the brand and promote the unique qualities of Shiner," said Shamus Hanlon, brand group director at Spoetzl. "The brewery and the town are practically one and the same."
The campaign begins in major Texas markets and then moves into targeted expansion states such as New Mexico, Oregon and Minnesota, the agency said. Austin, Texas-based independent McGarrah/Jessee also handles media planning and buying for the brewery. Ad spend was not disclosed.