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Shiner Beer

Branding, Design, Print, Ambient, Events

How do you take a legendary Texas beer brand and grow it to a national level without destroying the two things that make it so appealing -- its smallness and its Texas-ness? Fifty-three people at the Spoetzl Brewery brew Shiner in a tiny town an hour-and-a-half east of Austin. This is a brand that can’t feel big, even though it needs to fill the pipeline of growing demand. It also can’t flaunt Texas too much or risk alienating the anti-Texans (and there are many). It’s a fine line. Tom, Dick & Harry managed Shiner’s image and voice across all retail programming, promotions and sales channel communications. Our work helped Shiner become the 3rd largest specialty beer in the country, now available in 40 states. Prosit!

01 | Bocktoberfest Event


For many years Shiner held the Texas version of Woodstock at a local park near the brewery in Shiner. Beer and music fans made the pilgrimage from many states around to enjoy life under the beautiful Texas autumn sky. It became one of the largest music festivals in Texas. We handled all the advertising and design. Wish we could take credit for the name "Bocktoberfest," but the client coined it. We're a smart agency, understanding when to accept brilliance and modestly accept compliments from the unknowing.

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Tom, Dick & Harry handled everything from designing tickets, to parking passes to lanyards. Our Production Chief, Carrie Seanor, even chipped in at the brewery by helping the tour guides serve beer samples to thirsty visitors. One beer for the customers, one beer for Carrie. Something like that.



For the Backyard Barbecue Promotion, we turned the on-premise table tents into interactive bar games. By punching out the center of the coasters, customers could play a game of "washers," which is the Texas version of horseshoes. Works a lot harder than a pricey neon sign when it comes to making a brand impression.


This is a 3-D case card for off-premise liquor store accounts. A little imagination creates a better impression than the traditional beer industry tactic of "art on a stick."

05 - Shiner 96 Branding

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And here's a 3-D table tent in the shape of an old fashioned German beer schooner for the roll out of Shiner 96 anniversary ale. It's not often you feel like picking up a table tent and drinking it. But we don't take table tents for granted.


On the left is a sell-sheet we created to merchandise Shiner Beers to the distributor trade network. None of that typical three-ring binder, mimeographed shit was good enough for Shiner. We wrote and designed these pieces with the same care they craft their fine beer. 

On the right is the logo we created for Shiner 96, one of the anniversary ales they brewed up to celebrate their approaching centennial. Shiner 96 was a delicious Märzen style lager. The cotton ball shape is a nod to Texas’s once proud cotton farming region where the beer has always been brewed.


TDH handled the bottle label and crown designs for Shiner 96, as well all the packaging, which include a really cool wooden crate for the 24-packs. Makes a great tool box after you're done. Just remember: no power tools after you've cooled off with a Shiner 96. You need your digits to fully enjoy this special ale.


10 | Hold 'Em PROMOTION


These are pieces that brought to life a really successful promotion that linked the brand to the Texas Hold'em craze sweeping the nation. Hereby renamed "Shiner Hold'em," the only beer that could truly lay claim to the affiliation. Notice again how we like to engineer hard-working coasters.

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12 | Branding

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We redesigned the complete line of Shiner packaging, from labels to carriers to mother cartons. The arched top on the bottle label replicates the facade of the old brewery in Shiner, Texas. As for the guy with the tattoo, let's just say we tried to create strong brand ambassadorship.

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Hey, look there's the TDH-designed Shiner packaging being featured in Quentin Tarantino's "Death Proof." Should we ask for royalties?