Shiner Bock Hands Richards Creative Remit

shiner bock richards

Following a competitive pitch process, Texan beer brand, Shiner Bock, has confirmed The Richards Group as its creative agency of record.

Shiner Bock, the Texan beer crafted by Spoetzl Brewery, has awarded its ad business to The Richards Group. As lead agency of the brand, the firm has been tasked with overseeing creative duties of the company, which is the oldest independently owned brewery in Texas.

The brief is to deliver ideas that support the marque’s position and heritage of 110 years and recognise to the loyalty of its fans both in Texas and beyond. The appointment is the result of a competitive pitch. The Richards Group has been confirmed as agency of record.

Based in Dallas, the group will be responsible for Shiner Bock campaigns and marketing activities, the bulk of which will involve media buys across television. The investment in cable and sports networks will account for 80 percent of the mix in terms of ad spend.

“Having a Texas position from a brand perspective is not limited to just location. The Richards Group did a first-class job showing us how Texas is also a state of mind that can be relevant across the United States,” said Gregor Mina, Shiner Bock Director of Marketing.

The Richards Group replaces incumbent agency, McGarrah Jessee.