Beer Distribution News
Texas Cult Favorite Hits Chicago
CITY Beverage-Illinois Introduces Shiner Bock to Chicago
June 26, 2007, Chicago, IL – The taste of Texas has arrived in Chicago. Shiner Bock, an almost century old brand produced in Shiner, Texas, recently joined the CITY Beverage-Illinois distribution roster. CITY Beverage predicts the small-town brew will find an appreciative big city audience.
“Shiner Bock is a full-flavored, deep amber-colored beer minus any bitterness,” explains Mike Rinella, director of imports and specialties at CITY Beverage. “It was first brewed in 1909, when Czech and German immigrants to Texas were thirsty for a good, old-world beer. Their solution was the Spoetzl Brewery in tiny Shiner, Texas.”
Shiner made its debut at Chicagoland bars, restaurants and grocery stores in April. “The brand is being very well received,” notes Rinella. “With an incredibly loyal following from Texas natives, the brewer is following an innovative, grassroots marketing plan.”
To launch the brand, Shiner held a party for Texas college alumni now living in the Chicago area. The web site, www.shinerchicago.com, is helping spread the word and off-premise sampling wins over many potential customers. “Because Shiner Bock is a darker brew, some consumers need an opportunity to experience its smooth taste before committing to a six-pack,” Rinella says.
CITY Beverage-Illinois handles about 70 percent of the Shiner distribution in the Chicago area. “Over the next six months, we look forward to watching how word-of-mouth advertising will spread the news of Shiner from those who already enjoy this brand, to those who are not yet aware.”
CITY Beverage – Chicago is an affiliate of Soave Enterprises, L.L.C., www.soave.com. Soave Enterprises is a diversified management and investment company founded by Detroit businessman Anthony L. Soave that provides strategic planning, financial and other management resources to its affiliated business ventures in the real estate, automotive retailing, beer distribution, scrap metal, industrial services and transportation industries, among others. Recently, Forbes Magazine ranked Soave Enterprises as the 251st largest privately held company in the United States.
