Traditionally, Shiner Bock (along with most beer brands) target men in their marketing because men make up a large part of their consumer base. I was tasked with finding a way to include women within this male-dominated market.
After researching the history and origins of beer, I found that in most early cultures around the world, women were the first brewers and drinkers of beer. The earliest evidence of this is seen in Egyptian hieroglyphics and Mesopotamian tablets from 3000 – 5000 B.C.
This little-known history is harnessed as the focus of the advertising campaign, educating consumers about the origins of beer while inviting women to see themselves in the male-dominated market.