E-Malt.com News article: USA: Texas' oldest Independent Shiner Brewery launches Shiner 96

Spoetzl Brewery, Texas' oldest independent brewery® and brewer of the award-winning portfolio of Shiner beers, announced on September 7 that it will celebrate its 96th anniversary by launching Shiner 96, a limited-edition, authentic Marzen-style brew. The commemorative ale is a tribute to the brewery's 96-year history and once again reminiscent of the handcraft specialty beers that first poured out of the "little brewery" in 1909. Shiner 96 marks the countdown to the Spoetzl Brewery's centennial in 2009 and will be the first of five commemorative brews to be released.

"It took 96 years for this beer to happen. Shiner 96 honors our nearly century-long brewing heritage and our ancestors that founded this little brewery. It serves as a 'thank you' to our loyal Shiner patrons," said Brewmaster Jimmy Mauric. "We are proud of our town, our brewery, and this special commemorative beer."

Shiner's nearly century-long brewing history is nothing short of a survival story. From its inception in 1909 by a group of German and Czech immigrant farmers determined to brew a beer with the old-world taste they craved, the Spoetzl Brewery was founded on the spirit of tradition and independence. During prohibition when other breweries were forced to close their doors, the Spoetzl Brewery stayed open making "near beer" and ice. The expansion of big brewers onto the national stage and their aggressive marketing presented great challenges for Spoetzl. For many decades, the brewery was barely able to survive, relying almost solely on loyal consumer support from the region.

When Shiner Bock was first brewed as a year-round offering, Spoetzl experienced increased consumer preference. Shiner 96 not only celebrates survival, but the pride of having in the Spoetzl Brewery a true representation of dedication to excellence in brewing. Historically, Marzen (Marz is German for March) was a rich lager brewed in the spring and enjoyed during the autumn months. This style of beer was made famous in 1810, when served to celebrate a Bavarian royal wedding that prompted the first "Oktoberfest" celebration. In tribute to Shiner's old-world roots, Shiner 96 will be available starting in September, in anticipation of the 12th Annual Shiner Bocktoberfest Concert scheduled for Saturday, October 15.

Dark and aromatic, with a rich distinctive taste, the new brew will be sold in draught, six-packs and a special 24-bottle case housed in a limited-edition wooden crate. In honor of the brewery's birth year, the first 1,909 crates will be hand-signed by Brewmaster Jimmy Mauric. Each crate will contain a commemorative booklet showcasing photos and the unique history of the Spoetzl Brewery and Shiner brand.

This Bavarian-style ale is handcrafted in small batches and is served up in packaging reminiscent of the Spoetzl Brewery's early days. The packaging design features Shiner's traditional "cotton ball" logo that dates back to the early 1900s when a cotton mill once occupied the land adjacent to the brewery. The neck label features a photo of the original Shiner Brewing Association from 1909 and the back label tells the story of the "little brewery" in Shiner and its German roots. This design is integral to the brand's maintaining its small town roots, independent personality, and mythical place in American beer culture.

Shiner 96 will be available in Alabama, Alaska, Arizona, Arkansas, California, Colorado, District of Columbia, Delaware, Georgia, Iowa, Kentucky, Louisiana, Maryland, Missouri, Mississippi, Minnesota, New Mexico, North Carolina, Ohio, Oklahoma, Oregon, South Carolina, Tennessee, Texas, Virginia, Washington and Wisconsin through December 31, 2005.

The Spoetzl Brewery is the oldest independent brewery® in Texas and boasts a world-class, award-winning reputation. The historic brewery offers four year-round brews and two very popular seasonal products. The Spoetzl Brewery brews Shiner Bock®, the country's #4 selling specialty beer; Shiner Blonde, a Bohemian-inspired natural golden lager; Shiner Hefeweizen, a bottle-conditioned, unfiltered Bavarian-style wheat brew; Shiner Dunkleweizen; Shiner Kolsch a German-style Kolsch bier; and Shiner Light, a full-flavored amber light beer. During the past two years, Shiner beers have won 10 awards at major worldwide beer competitions, including the Great American Beer Festival and the World Beer Cup. For more information on the Spoetzl Brewery or the Shiner family of beers, please visit the brewery on the website at www.shiner.com.


09 September, 2005