• by Fern Siegel , November 22, 2024

Bakery has launched the first campaign for Shiner Holiday Cheer, a dark wheat ale brewed with Texas peaches and roasted pecans. The brewery's offering signals the holiday season for many Texans.

A 30-second “Barbed Wire Fence” spot anchors the new creative.

Two man on a Texas ranch, with cattle grazing in the background, are mending fences. Once the work is done, the older man grabs two cold Shiner Holiday Cheers from his truck. As the camera pans back for a wide shot, the barbed wire is aglow with Christmas lights.

A second 15-second spot, “Silent Night,” opens on a starry night and and smoke curling from a chimney. Western music plays in the background as a couple share a quiet toast.

The campaign also includes OOH elements across key Texas markets, as well as social, CTV, OLV, influencer and print.

Bakery and Shiner, Texas’s oldest independent brewery, are also releasing limited-edition holiday merch, available here. The specialty brew is available for a limited time in November and December.

Rodrigo Rothschild, VP, creative director at Bakery, called Shiner Holiday Cheer “a cult favorite that’s grown organically over the years. But the time felt right to create a campaign that celebrates that warm and fuzzy association we all have for the brand and for the season. To do that, we wanted to put forth a Hallmark moment with unmistakable Texan charm.”