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Established: 1996
Location: Austin, TX
Employees: 150
Post Date: 9/1/2013
Publication: PR Week
Spoetzl Brewery's Shiner Beers planned to launch in New York, the largest market without a Shiner distributor.
Strategy
Already available in 41 states, Shiner Beers is still brewed in the small town of Shiner, TX, where heritage is an important part of its story.
By tapping into its existing fan base, Shiner sought to differentiate itself from the crowded New York beer scene.
Tactics
Before the launch, Shiner and McGarrah Jessee connected with New York alumni associations of Texas universities, including the University of Texas and Texas A&M.
They leaked the upcoming arrival to group leaders to share with fellow alumni, who became Shiner's most effective brand advocates. Shiner's brewmaster Jimmy Mauric introduced the brand in a YouTube video that was distributed on social media channels, email pitches, as well as on Hulu.
New York restaurant Hill Country Barbecue Market has been lobbying for Shiner Beers since it opened six years ago. Shiner partnered with Hill Country, which has about 3,600 followers on Twitter, to generate buzz for its New York arrival.
McGarrah Jessee conducted media outreach and the beer was available at events including the Lone Star Chili Cook-Out and Brooklyn Block Party.
Results
The brand's introduction video garnered more than 2 million views across social media platforms.
Shiner's New York launch was a success, with the first 10,000 cases selling faster than any other new market launch.
Shiner landed stories in a variety of publications, from beer blogs and food columns to national news outlets including The New York Times, New York's Grub Street blog, Beer Sessions Radio, and Esquire.
Future
The brand is planning to hold more events in New York.
