As the flagship beer of Texas’ oldest independent brewery, Shiner Bock is a Texas icon. But 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.
To promote ourselves as truly Texan, we enlisted Texas-native Jesse Plemons as our authentic, well-known Texan spokesperson to validate Shiner Bock’s status as a Texas beer.
