It’s a Texas Thing
As the flagship beer of the oldest independent brewery in Texas, Shiner Bock is a Texas icon.
About
When it comes to choosing an “authentic” Texas beer, Shiner was losing sales to faux Texan outsiders with bigger budgets and louder voices. We needed to remind people that Shiner Bock is the unofficial beer of Texas.
We started by giving our cans a design makeover to catch the eye of our active Texas audiences.
To promote ourselves as truly Texan, we needed an authentic, well-known Texan spokesperson to validate Shiner Bock’s status as a Texas beer.
There was no one more qualified than Academy Award-nominee Jesse Plemons, a born-and-raised Texan known for career-defining Texan roles.
With Jesse Plemons at the helm, we launched our new campaign and design in March 2024 during the Academy Awards broadcast and let the world know once and for all Shiner is a Texas thing.
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