Shiner Beer's First New Brand Platform in 5 Years Aims to Capture the 'Best of the Texas Experience'

After dropping The Richards Group last year, the brand highlights inclusivity in a new campaign by Austin-based agency Bakery

Texas has an undeniable allure—a stubborn, independent coolness that even the state’s patchy response to the pandemic can’t entirely eclipse. People continue to flock to the Lone Star State from all around the country—drawn to its low tax rates, boom of employment opportunities in the tech sector or simply the fascinating bundle of contradictions that the state embodies. Most recently, the capital city of Austin saw an influx of Hollywood expats, gleeful about the city’s green space, free parking and comparatively low cost of living.