Brewer Corrects Meaning of BYOB

Austin-based advertising and branding agency, McGarrah/Jessee, has developed an ad campaign for the Spoetzl Brewery's Shiner brand for the launch of the brewer's Shiner 96, a new, limited-edition, commemorative beer created to celebrate the brewery's 96th anniversary. Spoetzl is Texas' oldest independent brewery and producer of Shiner beers, named for the town where the brewery began in 1909. Shiner 96, a Marzen-style ale, is the first of the company's annual series of commemorative beers which will lead up to the brewery's centennial celebration in 2009.

In the print ad, the headline reads, "In 1909, B.Y.O.B. meant build your own brewery." The ads feature an image of the beer and its label, along with an old photo of the Shiner Brewing Association, circa 1909. Out-of-home ads stick with the headline, a Shiner logo extension, and the new beer label.