Spoetzl Brewery Moving to Austin?
Shiner Beers Brings Their Brewery to Austin and the ACL Festival
It started three years ago when Heineken was named the “official” beer of ACL – The Austin City Limits Music Festival. What? Heineken? At the Austin City Limits Festival? That hurt Shiner’s feelings. Even though the brewery is 90 miles away, Austin and Shiner have a long and strong connection. And Shiner has deep roots in music too.
So Shiner decided to be involved at ACL on its own terms. The first year it was by producing thousands of koozies that looked like Shiner Bock cans, then handing those out to fans on their way in to the festival. Cans of Heineken transformed into cans of Shiner Bock. Or so it seemed.
The second year, Shiner handed out wooden nickels to concert-gers. The same wooden nickels that visitors to the brewery receive and exchange for beer samples. Except these nickels could be exchanged for a free Shiner outside of the Festival, through Shiner’s Foreign Beer Exchange Program. Leave your foreign beer behind, in the trashcan or the port-o-let, and replace it with an ice cold shiner.
Last year we added music to the mix. A billboard across the street was transformed into a 20-foot tall stage where Austin bands – who were also excluded from ACL – entertained the crowd below.
This year we're bringing the brewery to Austin. A façade of the actual Spoetzl Brewery in Shiner will be built in the parking lot of Flipnotics on Barton Springs Road. Inside you’ll find a biergarten serving Shiner beers along with German and Czech food, some of it from restaurants in Shiner. While eating and drinking, you can enjoy the polka stylings of the Shiner Hobo Band on Saturday or Erik Hokkanen on Sunday. Learn more at http://on.fb.me/rf0ZAF
Friday, September 16, 2011
Shiner Sneaking Into ACL Fest Again
The ginormous Austin City Limits Music Festival cranks up again today, and yet again, the great music is counterbalanced with mediocre (at best) beer. Craft beer lovers have long bitched about ACL Fest's selection, which I believe is just A-B products and Heineken, when they could be showcasing local and craft beers. There's even a Twitter feed devoted to this discussion. For the past few years, Spoetzl (makers of Shiner) have struck back in sneaky ways, and they'll be doing it again. Press release: