The time had come for Shiner to take on Chicago. But the big three macro-brews—Bud, Miller and Coors—were spending about a million dollars a month on traditional media alone. They also had armies of distributors defending their turf. Shiner had $150,000 and two slightly intimidated sales reps.
How could Shiner make inroads against big beer in one of the most expensive media markets in the country on a shoestring budget?
To beer drinkers, small meant good: handcrafted, attention to detail, batch-brewing. So we gave an understated greeting to the citizens of Chicago—and got the help of some enthusiastic expats from Texas, thirsty for a Shiner.