Shiner Beers Appoints Bakery as Lead
CREATIVE AGENCY
The Austin-based agency will assume the position of agency of record starting in January 2021.
Shiner, TX (December 23, 2020) – Spoetzl Brewery, the 111-year-old craft brewer of Shiner Bock announced today the appointment of Bakery as lead creative agency for the brand.
Shiner is an iconic brand with 111 years of heritage and a loyal, devoted fan base. In October, the brand set about to identify an agency partner that could best continue to strengthen Shiner’s position as the iconic Texas beer, and further solidify its role as the state’s number one craft beer. After a competitive pitch process, Shiner confirmed Bakery to assume the role of Agency of Record.
“We are thrilled to select Bakery as our agency partner,” said Matt Pechman, National Director of Marketing for Shiner. “As a fellow Texas-owned independent company, Bakery understands what makes Shiner so special and why we have the best and most loyal fans in the beer industry. Bakery impressed us with their consumer insights as well as their disruptive creative ideas for Shiner.”
Based in Austin, TX, Bakery will be responsible for all of Shiner’s creative and will work across the full product portfolio for the oldest independently owned craft brewery in Texas.
Matt went on to add “Where Bakery really stood out for us is in their ability to understand our business, our consumer, and have their pulse on opportunities for growth – from elevating Shiner’s cultural relevance to leveraging consumer insight-driven innovation, we believe Bakery has exactly what it takes to drive our business.”
Bakery’s President and Chief Creative Officer, Micky Ogando, weighed in "This is a landmark win for Bakery. Shiner is a brand that has deep meaning in Texas and beyond. We are overjoyed at the opportunity to bring its cultural history and dedication to its craft to more people. As an immigrant who tasted Texas for the first time from a bottle of Shiner Bock almost 16 years ago, it feels exciting and somewhat surreal to become the storied brand's creative and innovation partner."
About Shiner and the Spoetzl Brewery
The Spoetzl Brewery was founded in Shiner, Texas (population 2,069), in 1909, by Czech and German immigrants brewing beer with old-world traditions and recipes for Central Texas. Since then, the brewery has grown to be one of the largest independent craft brewers in the country with beers available in all 50 states and Mexico. To this day, every drop of the award-winning beer is brewed right in Shiner, TX, where it all started 111 years ago. Visit us at www.shiner.com.
About Bakery
Bakery is a creative and R&D company with offices in Austin, NYC and Tokyo that works with trendsetter brands to impact and inform culture through innovation, technology, data, and creativity. Their clients include Fortune 500s like Nike, T-Mobile, Diageo, and Humana, as well as cult brands and unique startups such as TK and Yayhound. For more information vist https://www.bakery.agency/.
Contact: Nick Weiland
Spoetzl Brewery
c/o 14800 San Pedro Ave Suite 300
San Antonio, TX 78232
Phone: 210-490-9128 ext. 5315