• Transform magazine
  • May 25, 2024


Texas’ oldest craft brewery rebranded

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Hoping to inform consumers about its Texan heritage in the US state and beyond, Shiner turned to Austin-based creative agency Bakery. The agency’s work involved the complete rebrand of its flagship Light Blonde beer.

Its new campaign, ‘Texas Does Light’, represents a bold and fresh new look for the beer brand, appealing predominately to younger consumers who prefer light beer. One of the three light-hearted 30-second spots, ‘Shingdig’, includes a woman purchasing Shiner Light Blonde from a convenience store before readying herself for the perfect night of partying, Texas-style.

Micky Ogando, founder and chief creative officer at Bakery, says, "As Texas continues to add to its historic number of new residents, the percentage of people that know the beer is born, brewed and true Texan has declined dramatically. This relaunch is all about putting forth our native Texan DNA, celebrating our core Shiner fans and inviting a whole lot of new ones to the tailgates, backyard BBQs and house parties where our light beer will be found.”

Nick Weiland, brand director at Shiner Beer, adds, “Packed full of flavour yet impossibly light, Shiner Light Blonde is the perfect example of something every Texan understands – we don’t do mediocre. This campaign and the new look for the line is overflowing with Texas pride, and we think the work from Bakery does an amazing job celebrating what makes Shiner Light Blonde and Texas so special.”

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