SHINER, TX - The “little brewery” in Shiner, which produces the award-winning Shiner portfolio of products, today announced new packaging that is rolling out of the 96-year old brewery and into retail outlets. The much anticipated packaging launch creates a consistent, more uniform look across the six Shiner Specialty Beers, including Shiner Bock, Shiner Blonde, Shiner Light, Shiner Hefeweizen, Shiner Kölsch (formerly Shiner Summer Stock®), and Shiner Dunkelweizen (formerly Shiner Winter Ale). The packaging plays up the Shiner’s specialty beer pedigree, nearly century-old brewing heritage, and hand-crafted quality. The new design is integral in the brands’ maintaining its small town roots, independent personality, and mythical place in American beer culture. Year-to-date Shiner sales are up 5% versus same period year ago.
Since 1909 Shiner has been brewing beer in small batches with great pride and doing its own thing with a self-assured indifference to industry trends. That independent spirit has resonated with such high-profile fans such as Willie Nelson, Kris Kristofferson, Matthew McConaughey and Lance Armstrong, one of the world’s most popular athletes known for his confident yet self-contained approach to winning six straight Tour d’ France races.
“Shiner’s new packaging launch represents a significant portion of our 2005 marketing investment,” said Shamus Hanlon, Brand Group Director for Gambrinus. “It’s also being backed by an aggressive advertising campaign and point of sale support that includes case cards, banners, neck hangs, posters and pole toppers to name a few of the available displays.”
Designed by Tom, Dick & Harry Advertising in Chicago, Shiner’s new packaging gives the product line a consistent approach. The new layout includes such design elements as brand name, style of beer, product icons, Shiner brewing credentials, brewery heritage and appetite appeal – “full, rich, easy drinking flavor.” Each style in the portfolio is marked by a distinctive color to create a billboard effect at retail outlets.
Key design elements:
- K. Spoetzl Brewery is highlighted on all neck labels as a tribute to 96 years of brewing tradition from Texas’ Oldest Independent Brewery®.
- Front and neck labels replicate the façade of the K. Spoetzl Brewery located in Shiner, Texas.
- Brand logos are displayed in angular fashion to add visual energy.
- New names for Shiner seasonal, including Shiner Kölsch (formerly Shiner Summer Stock®) and Shiner Dunkelweizen (formerly Shiner Winter Ale) convey Shiner’s brewing authenticity and expertise.
- Unique iconography such as the Shiner Bock ram head (traditional German image for Bock-style beers), original brew kettle, brewery’s architectural elements, Texas horned toad and Austin’s Congress Avenue Bridge home to thousands of Mexican free-tail bats.
Shiner beers are available in the following states: Alabama, Alaska, Arkansas, Arizona, California, Colorado, District of Columbia, Delaware, Florida, Georgia, Iowa, Idaho, Kansas, Kentucky, Louisiana, Maryland, Minnesota, Missouri, Mississippi, Montana, North Carolina, Nebraska, New Mexico, Nevada, Ohio, Oklahoma, Oregon, South Carolina, Tennessee, Texas, Utah, Virginia, Washington, Wisconsin, Wyoming and the Cayman Islands.
Recent Awards
2005 Australian International Beer Awards
- Shiner Bock, the classic American dark lager that made Shiner famous around the world, received a Bronze Medal; Class 1-Lager, subclass C- Dark Lager.
- Shiner Blonde, an American lager that originates from Kosmos Spoetzl’s original recipe, earned a Bronze Medal; Class 1, Lauger, subclass B – Pilsener.
- Shiner Summer Stock, an authentic German-style Kölsch bier brought home a Bronze Medal; Class 3 - Ale, subclass F – Other.
- Shiner Hefeweizen, a bottle-conditioned, unfiltered Bavarian-style wheat brew, brought home two Silver Medals; Specialty Section, Class 30 - Wheat Beer, subclass A-Wheat and Class 36 – Other, subclass A – brewed with the addition of honey.
2004 Great American Beer Festival
- Shiner Winter Ale, a Bavarian-style Dunkelweizen, placed third in a field of 20 in the American-Style Wheat Ale category.
2004 World Beer Cup
- The Association of Brewers bestowed a Gold Medal on Shiner Winter Ale in the American-Style Wheat Beer category.
2004 Australian International Beer Awards
- Shiner Bock, the classic American dark lager that made Shiner famous around the world, received a Bronze Medal, International Packaged Beer, Dark Lager.
- Shiner Summer Stock, an authentic German-style Kölsch bier brought home a Gold Medal, International Packaged Beer, Other Lager.
- Shiner Winter Ale, a Bavarian-style Dunkelweizen, received a Silver Medal, Specialty Wheat Beer.
- Shiner Hefeweizen, a bottle-conditioned, unfiltered Bavarian-style wheat brew brought home a Gold Medal, Specialty Wheat Beer and a Silver Medal, Specialty Beer Brewed with Honey.
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About Spoetzl Brewery
The Spoetzl Brewery is the oldest independent brewery in Texas and boasts a world-class, award-winning reputation. The historic brewery offers four year-round brews and two very popular seasonal products. The Spoetzl Brewery brews Shiner Bock®, the country’s #4 selling specialty beer; Shiner Blonde, a Bohemian-inspired natural golden lager; Shiner Hefeweizen, a bottle-conditioned, unfiltered Bavarian-style wheat brew; Shiner Dunkleweizen; Shiner Kölsch a German-style bier; and Shiner Light, a full-flavored amber light beer. During the past two years, Shiner beers have won 10 awards at major worldwide beer competitions, including the Great American Beer Festival and the World Beer Cup. For more information on the Spoetzl Brewery or the Shiner family of beers, please visit the brewery on the website at www.shiner.com, or call the toll-free hotline at 1-800-5-SHINER.
