Shiner Wild Hare Pale Ale Launch Campaign

In early 2012, Shiner brewed its first ever pale ale. This younger, feistier beer marked new territory for the 103-year-old brewery.

Shiner ran the risk of turning away its most loyal fans with the new breed of beer. While we didn’t want to drive them away, we did want to make it look and feel like nothing else in the Shiner lineup—and from every other pale ale.

We started with a name that evoked mischief, adventure and a rogue attitude: Wild Hare.