How do you introduce a new beer that’s not actually new at all? Shiner Premium is the original Shiner Beer, first brewed in 1909 by Czech and German immigrants in the little central Texas town of Shiner. And in the following decades, Shiner Premium became the favorite beer in Shiner and the little towns that surrounded it. But it wasn’t until about 1970, when Premium found a kindred spirit in Austin, that Shiner beers really caught on. As time rolled on, other Shiner brews gained popularity and Premium slowly faded from memory. But in 2013, it was time to bring it back. And we did that by celebrating the groovy days in Austin that put Shiner on the map.

We launched Premium in Austin during the SXSW music festival. And everything about it – from the beer, to the posters, to the swag, to the bands that played celebrated the heyday of Shiner Premium.

Since no 70s party would be complete without a boogie van, we acquired and customized our own Shiner Premium boogie van to cruise around town and create buzz at events.

During the SXSW festival, we ran a vintage-inspired print ad accompanied by an iron-on Premium patch so that fans could create their own vintage-inspired t-shirts.

We also partnered with Texas Monthly magazine to create a cover-to-cover reprint of a 1976 issue of the magazine, including a vintage Shiner Premium ad.

The Texas Monthly partnership extended into digital spaces too. Everything led to a microsite where the vibe of the early 70s music scene was alive and kicking.

In outdoor, we took a bold stance to let people know that Premium is in fact the original Shiner beer with the announcement: “Not new. Not improved.”

+ 164,304,740 total paid media impressions (from OOH, print, digital).

+ 1,189,672 total earned media impressions.

+ Nearly 2,000 shares of Premium-related social content in the first 6 days. All organic.