Texas-brewed Shiner Bock beer is hoping to ride its affiliation with popular Lone Star State musician Robert Earl Keen to some national exposure.

Shiner, which has been affiliated with the country and folk singer on a regional basis, has signed on as the lead sponsor of Keen’s 1997 national tour.

Keen’s Picnic CD, launched April 29 through Arista Austin, is his first major label debut. The performer has built a strong following in Texas with his six previously released indie albums.

In addition to sponsoring the tour, Shiner Bock is backing a promotion that gives fans a chance to be Keen’s VIP guest at Shiner’s Bocktoberfest concert on Oct. 18. The winner will also be Keen’s guest at a campfire concert in Bandera, Texas, the following day.

‘There has always been a strong connection between Robert Earl Keen fans and Shiner Bock consumers,’ said Shiner assistant brand manager Charlie Paulette. ‘This expanded tour is a way for us to take this relationship to a national level.’

Fogarty Klein & Partners, Houston, is Shiner’s ad agency.

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