How did Shiner grow so fast? Well, in my first four years I was able to achieve high double-digit YOY growth rates by tapping into the brand’s “cult status” following. I introduced the first media and advertising elements for Shiner and started creating annual brand promotional toolkits for our sales team and distributor network to utilize in the field. Lastly, I incorporated the connection of music and beer by staging a massive full-day music festival at the brewery (it lasted for 13 years) and aligned the brand with grass-roots Texas artists like Robert Earl Keen, Marcia Ball, Ray Wylie Hubbard, and even alternative rock bands such as the Mighty Mighty Bosstones and Bob Schneider. This brand positioning work, some great new packaging, brand innovations, and a lot of hard work propelled the brand into the Texas icon it is today. By the way, my marketing teams, sales teams, national accounts group and ad agency (The mighty McGarrah Jessee from Austin, Texas) were my team mates and all deserve significant credit for this amazing success story.