After over 15 years of partnership, Shiner beer has moved on with its relationship with McGarrah Jessee LLP, which opens up a very bankable opportunity to any other ad agencies in the area to vie for a chance to win this account.
Gambrinus is the 14th biggest craft brewer in the country, and Shiner spent $761,000 on marketing in the U.S. last year, according to Kantar Media research cited by AdWeek. The San Antonia-based The Gambrinus Co., which owns Shiner and a few other beer brands, gave notice last week that they were looking for a new agency of record. Austin-based McGarrah Jessee began their partnership with Spoetzel Brewery on Shiner since 2003, and just created a $2.5 million ad campaign for the brewery.
McGarrah Jessee Marketing Director Heather Snow stated that the breakup was mutual and on good terms:
After 15 years of partnership, we found ourselves in a position where we were unable to do the kind of work that meets our creative standards. Recently Shiner has embarked on a new direction for the brand that presents creative challenges in how we approach brand-building. That said, it was important to us as partners to ensure we parted ways with the wind in Shiner’s sails. To that effect, Shiner is on a positive path and we’re hopeful for their future success.
Best of luck to the future ad agency that snags this account!