Spoetzl Brewery will pay $12 million for the Super Bowl spot to be aired Sunday, Feb. 4. The spot will air throughout Texas.
“This is a huge step for Shiner,” says Gregor Mina, Director of Marketing for Spoetzl Brewery. “For us, this is a big financial investment; we want to expand our message to reach as many Texans as we can and what better way to do that than by leveraging a Super Bowl spot with all of the incredible attention that it receives.”
“Last year, more people moved to Texas than any other state in the country,” adds Mina. “The ad reflects how throughout the years, Shiner has woven itself into the rich history and culture of Texas and has become known to all for being familiar, friendly and welcoming. We truly believe that Shiner is Texas, and we want to offer all of these new Texans an ice-cold welcome.”
The overall ‘This is Shiner Country’ narrative, which launched in Fall 2017, positions Shiner Bock as the original, iconic craft beer brewed in Shiner, Texas – by the people of Shiner, for the people of Texas. Over the past 109 years, Shiner has become the staple go-to beer for Texans for generations.
Following its debut, the new ad spot will continue to appear in Texas markets statewide throughout the year with a focus on local cable and sports broadcasts, including NFL, NBA and MLB.
Shiner is also giving Texas beer lovers the opportunity to win a private pre-game backyard BBQ at one lucky winner’s home with an acoustic set featuring songs from Texas country rocker Wade Bowen’s upcoming album, Solid Ground (Feb 9th / Thirty Tigers).