Shiner Beers Appoints The Richards Group as Lead Creative Agency

SHINER, Texas– Spoetzl Brewery, brewer of Shiner Bock, announced the appointment of The Richards Group as lead creative agency partner for the brand. The Richards Group will oversee creative for Shiner Beers which is the oldest independently owned Texan craft brewery.

Shiner is an iconic Texan brand with 110 years of heritage and wanted to ensure their new agency partnership was sensitive to the loyalty of their fans in Texas and beyond. The brief was to deliver creative ideas that maintain the brand position of being independent, humble and enduring while supporting the market position of the number 1 craft beer in Texas. After a competitive pitch process, the brand confirmed The Richards Group to assume the role of Agency of Record.

Gregor Mina, Director of Marketing for Shiner said, “We are delighted to have selected The Richards Group as our agency partner following a successful and competitive pitch. The Richards Group showed throughout the process that they had engaging and memorable creative ideas that were grounded in solid insights and a thorough understanding of the beer category. We are very much looking forward to maintaining Shiner’s position as the No.1 craft beer in Texas and growing the business exponentially outside of the home market, together.”

Based in Dallas, The Richards Group will be responsible for all Shiner’s creative with the lion’s share of the media buy in TV – their investment in cable and sports networks accounts for about 80% of the mix.

Gregor Mina went on to say, “Having a Texas position from a brand perspective is not limited to just location, The Richards Group did a first-class job of showing us how ‘Texas’ is also a state of mind that can be appreciated and relevant across the US.”

Pete Lempert, Principal at The Richards Group said, “We’ve admired the Shiner brand for a long time. We feel like we have a lot in common. We are both fiercely independent Texans who take their work very seriously. Shiner has a long history of brewing quality beer and they also have a long history of creativity in their products and marketing. We respect that and are proud to carry the brand forward.”

Prior to this change, the Shiner account sat with McGarrah Jessee.

About Shiner and the Spoetzl Brewery

The Spoetzl Brewery was founded in Shiner, Texas (population 2,069), in 1909, brewing beer with old-world traditions and recipes for the many German and Czech settlers in Central Texas. Since then, the brewery has grown to be one of the largest independent craft brewers in the country, available in 49 states and Mexico. But every drop of our award-winning beer is still brewed right where it all started 109 years ago. Visit us at

About The Richards Group

The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include the brands of Cardinal Health, Dr Pepper Snapple Group, GameStop, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, Wolf and many others. The Richards Group can be found at or on Twitter @RichardsGroup.

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