DALLAS McGarrah/Jessee has developed a targeted advertising campaign for Shiner 96, a new, limited-edition commemorative beer created to celebrate the Spoetzl Brewery’s 96th anniversary.
Spoetzl in Shiner, Texas, is the state’s oldest independent brewery and source of Shiner beer. Shiner 96 is the first in an annual series of commemorative beers leading up to the brewery’s centennial celebration in 2009, according to Austin, Texas-based McGarrah/Jessee.
A print ad reads, “In 1909, B.Y.O.B. meant build your own brewery,” and feature an image of the beer and its specially designed label, along with a historic photo of the Shiner Brewing Association, circa 1909. Out-of-home ads stick with the headline, a Shiner logo extension and the new beer label, the agency said.
“Shiner enjoys iconic status in its home state, yet Shiner 96 and the commemorative beers to come provide a unique opportunity to help folks understand why it has achieved that status,” said Bryan Jessee, founding partner of McGarrah/Jessee.
Czech and German immigrants founded Shiner, Texas, in the late 1800s. Within a few years, Bavarian brewmaster Kosmos Spoetzl had taken ownership of the local brewery.
“Shiner 96 celebrates not only the survival of this independent brewery, but it is a true representation of dedication to excellence in brewing,” said Shamus Hanlon, brand group director, Shiner Beers.
The new campaign runs in the major Texas markets of Houston, Dallas, Fort Worth, San Antonio and Austin. Shiner 96 will also appear at the annual Bocktoberfest Concert on Oct. 15, in Shiner, the agency said.
Campaign spending was not disclosed.
Shiner Puts 96 Bottle of Beer on Wall
