Say hello to Shiner Premium, again.
This crisp, bohemian-style lager was first brewed in Shiner way back in 1909. The early bottles of Premium proudly displayed a cotton ball on the label — a tribute to the hardworking Czech and German immigrants who farmed cotton around the region. After a long day in the fields these farmers often found a cold bottle of Shiner Premium waiting on a fence post, left there by our own Kosmos Spoetzl. It’s no wonder that Premium soon became known as the local favorite.
Jump ahead to the 70s when Shiner Premium really came of age in Austin, where the beer was adopted by the city’s eclectic mix of hippies, rednecks, musicians and students. The underdog beer was a perfect fit in a town where uniqueness was celebrated. Now Shiner beers are known across the country — enjoyed by beer drinkers who embrace authenticity. Over the years, that same beer has had several names: Premium, Texas Special, Texas Export and most recently Shiner Blonde. At the Spoetzl Brewery, our history and heritage, and that of the town of Shiner itself, are very important to us. So, it’s with great pride that we’re bringing back our oldest symbol, the cotton ball label. And we’re giving the beer back its original name — Shiner Premium. Reintroduce yourself to Shiner Premium — a beer that will take you back and treat you right.
In addition to the new packaging, we’re launching an ad campaign to help re-introduce Premium. Like the packaging, elements of the campaign have a distinct 70s look and feel. Print and outdoor ads look like they came from that era, as do hats, shirts and belt buckles created with the cotton ball logo. We even have a “new” delivery vehicle — a 1974 Chevy van that we bought, painted the same color gold as the cans, added the logo plus some sweet airbrushed images of a rattlesnake and eagle, each clutching a Shiner bottle. We even reprinted an entire 1976 issue of Texas Monthly, including a vintage Shiner ad.
— McGarrah Jessee