Shiner was (and is) an independent brewery in a small town of about 2,000 folks (give or take.) Over the years it had built up a devoted following and had expanded distribution through the South. Our work helped it expand into 14 new states, achieve 120% sales growth and become America’s #5 craft brewery. And we did it all simply by being ourselves.

SHINER NEW MARKET LAUNCH // What better way to introduce the beer and the brewery than by getting to know the town? In a single day, we covered nearly 30 locations (not hard to do in a town with just one stoplight.) Through targeted video and OOH, we helped Shiner plant flags in New York, Philadelphia and other states and cities across the country – snagging some National ADDYs along the way.

DIRECTOR | ben/dave (community)
EDITOR | ben/dave + ted griffis (tbd)

james mikus (ecd) | ross aboud (ad/partner)

WILD HARE PALE ALE LAUNCH // At one time, Shiner’s marketing budget was kinda like the town itself: small. But it’s something we used to our advantage to make a splash with every new product launch. Wild Hare was one of the brewery’s first departures from traditional Czech-German style brews, so that inspired a brand new approach in our work… a breed unto itself, if you will. The dynamic director duo Ben/Dave made it shine.

DIRECTOR + EDITOR | ben/dave (community)

ep 3: breeding habits

ep 2: dominance

ep 1: characteristics

james mikus (ecd) | ross aboud (ad/partner) | meredith callaway (designer) | katie brinkworth (cw) + jenna moeller (ad)

SHINER LIGHT BLONDE // There’s a lot of low-cal beer options out there. So how could Shiner show up in a sea of big brand offerings? Simple. It’s not Coors Light, Bud Light, or Michelob Ultra. It’s the official beer of “wanna grab a beer?” It’s light beer for real life.